Store design and visual merchandising : creating store space that encourages buying

234 Pages·2015·17.688 MB·English

by  Ebster, Claus., Garaus, Marion

THE BUSINESS Store Design and Visual E Consumer Behavior Collection
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EXPERT PRESS S
Merchandising T Naresh Malhotra, Editor
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DIGITAL LIBRARIES R
Creating Store Space That •
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EBOOKS FOR Encourages Buying, Second Edition A
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BUSINESS STUDENTS A
Claus Ebster • Marion Garaus U
Curriculum-oriented, born- S
digital books for advanced The creative and science-driven design of the point of sale has
business students, written become a crucial success factor for both retailers and s ervice Store Design
by academic thought businesses. In the newly revised and e xpanded e dition of this
leaders who translate real- book, you will learn some of the shopper m arketing s ecrets
world business experience from the authors about how you can d esign your store to and Visual
into course readings and increase sales and delight shoppers at the same time. By the
reference materials for time you are through reading, you will have learned how
students expecting to tackle shoppers navigate the store, how they search for p roducts,
and how you can make them find the products you want Merchandising
management and leadership
them to see.
challenges during their
You will also be able to a ppeal to shopper emotions
professional careers.
through the use of colors, scents, and music, as well as make Creating Store Space
POLICIES BUILT shopping memorable and fun by creating unique experiences
BY LIBRARIANS for your shoppers. The focus is on the practical applicability ST
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• Unlimited simultaneous of the concepts discussed, and this accessible book is firmly R That Encourages
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usage grounded in consumer and p sychological research. At the D
• Unrestricted downloading end of each chapter, you will find several takeaway points. E
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and printing The book concludes with the “Store Design Cookbook,” full of IG Buying
• Perpetual access for a ready-to-serve recipes for your own store design and visual N
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one-time fee merchandising process. N
• No platform or Claus Ebster is president of Market Mentor, a consulting D V Second Edition
maintenance fees company specializing in marketing strategy, consumer I
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• Free MARC records research, and store design. He is also associate professor of U
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• No license to execute marketing and business administration at the University L
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The Digital Libraries are a of Vienna. His research has been published in a variety of E
comprehensive, cost-effective academic journals. He has, for almost two decades, taught RC Claus Ebster
courses in store design, consumer behavior, marketing H
way to deliver practical A
treatments of important research, and marketing strategy. As a consultant, he has N Marion Garaus
advised both retailers and service businesses on the effective D
business issues to every use of store design and merchandising techniques. He holds ISI
student and faculty member. N
an MBA from Fordham University, an MS from Northwestern G
University, and a PhD from the University of Vienna.
Marion Garaus is a research assistant at the University of
Vienna. She holds an MA from the Vienna University of
For further information, a
Economics and Business and is currently working toward
free trial, or to order, contact: 
a PhD at the University of Vienna. Her field of research is
[email protected] consumer behavior.
www.businessexpertpress.com/librarians Consumer Behavior Collection
Naresh Malhotra, Editor
ISBN: 978-1-63157-112-1
Store Design and
Visual Merchandising

Store Design and
Visual Merchandising
Creating Store Space That
Encourages Buying
Second Edition
Claus Ebster and Marion Garaus
Store Design and Visual Merchandising: Creating Store Space That
Encourages Buying, Second Edition
Copyright © Business Expert Press, LLC, 2015.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopy, recording, or any other
except for brief quotations, not to exceed 400 words, without the prior
permission of the publisher.
First published in 2011 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-63157-112-1 (paperback)
ISBN-13: 978-1-63157-113-8 (e-book)
Business Expert Press Consumer Behavior Collection
Collection ISSN: 2163-9477 (print)
Collection ISSN: 2163-937X (electronic)
Cover and interior design by Exeter Premedia Services Private Ltd.,
Chennai, India
First edition: 2011
Second edition: 2015
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
Abstract
The careful, creative, and science-driven design of the point of sale has
become a crucial success factor for both retailers and service businesses.
In the newly revised and expanded edition of this book, the interested
reader will find a variety of hands-on suggestions for how to optimize
the design of retail stores and service environments to increase customer
satisfaction and sales. The focus is on the practical applicability of the
concepts discussed, but this accessible book is nevertheless firmly
grounded in consumer and psychological research. In this respect, Store
Design and Visual Merchandising is uniquely positioned compared with
books written by artists, architects, and interior designers, which often
lack a solid research foundation, and scholarly articles, which are often
inaccessible to the educated yet nonspecialized reader. In writing this
book, the authors had drawn on both the recent research literature on
shopper marketing and their own extensive experience in marketing
consulting and consumer research.
Topics covered include the following: goals and relevance of store
design; shopper marketing; design tips derived from environmental
psychology; cognitive and affective approaches to store design and visual
merchandising; use of ambient factors such as music, colors, and scents;
and creation of emotional shopping experiences and theming.
Keywords
consumer behavior, marketing, retailing, shopper marketing, store design,
visual merchandising

Contents
Acknowledgments �����������������������������������������������������������������������������������ix
Introduction: What Store Design Can Do for You ................................1
Chapter 1 Store Layout: Understanding and Influencing
How Shoppers Navigate Your Store ..................................7
Chapter 2 Where Am I? Helping Shopper Orientation
in Your Store ...................................................................35
Chapter 3 Store Design Factors: Looking Good from
Store Front to Store Back ................................................53
Chapter 4 V isual Merchandising: Capturing Customer Attention ......83
Chapter 5 S tore Atmosphere: Communicating Using the Senses .....115
Chapter 6 Experiential Store Design: Make Shopping
Memorable and Fun .....................................................151
Chapter 7 A Cookbook for Best Store Design: Seven Recipes ........181
Notes..................................................................................................195
References �������������������������������������������������������������������������������������������203
Illustration Credits ������������������������������������������������������������������������������215
Index �������������������������������������������������������������������������������������������������217

Acknowledgments
This book, now in its second edition, could not have been written with-
out the help of our colleagues, friends, and family members.
Special thanks to Riem Khalil and Udo Wagner, who read the entire
manuscript and offered numerous valuable suggestions. Riem also spent
endless hours creating the wonderful illustrations that make this book so
much more readable.
We also very much appreciate the many excellent suggestions by
Linda Boyer, Christl Chloupek, Christian Garaus, Yvonne Havel, and
Elisabeth Wolfsteiner.
Others who have enriched this book with contributions large and
small are Stephen Chappell, Wolfgang Depauli, Jutatip Jamsawang,
Wolfgang Weitzl, and Magdalena Zimprich.
We are also grateful to Linda, WriteWatchman, for the superior
editorial support and to Umdasch Shop Concept for providing us with
such excellent pictures.
Claus gratefully dedicates this book to his mother and to his wife,
Riem; Marion dedicates this book to her husband, Christian.
The authors can be contacted at: [email protected]