Jos de Vries The Retail Company Toolbox: Development of retail concepts (Part 1: Lay-out)

In the last phase of the process of creating a store concept, Jos de Vries The Retail Company makes use of a toolbox. This practical toolbox includes instruments required to deliver a complete and discerning shop interior. The toolbox prevents decisions regarding the image of the store from being made at random. These must always be rooted in the framework of the concept.

The instruments in the toolbox are*

Today we start describing the toolbox, we start with the lay-out of retail concepts.
A proper lay-out is the right translation of the store brand tailored to the location. A lay-out tells the consumer which retailer he/she is dealing with. This gives more possibilities than just placing racks and check out points.

The range and logistics form the basis of each shop floor plan. Therefore it is necessary to understand the structure of the range, the focus groups within the product range, the bulk and fast-movers within the range. By means of routing, focal points and sight lines, the lay-out of the store is formed around the range. For instance, the ‘must’ groups are often found in dead corners and the key range is exactly in a sight line.
A lay-out must be transparent in order to allow the costumer easy insight into the store set-up. But a lay-out must also be dynamic, flexible and surprising.

Please contact Jos de Vries The Retail Company for further information.

* For more information about using the toolbox, we refer to the book ‘The store manual’, which can be ordered from this website.:

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