STORE CONCEPT

Store concept formation is usually labour-intensive work that consists of several stages.

During the first stage the owner’s task is to settle his requirements to developers as clear as possible. Being based on this information, developers start working out an “ideological foundation” of the project using also marketing researches of an outlet location, purchasing capacity including population income level, traffic, local infrastructure and traffic, constructive and design features of an outlet.

After having studied above mentioned data it’ll be possible to define efficient store format for this very outlet. The next step will be one more marketing research to evaluate potential and unsatisfied demand, consuming capacity of local population, to know people’s opinion about advantages and disadvantages of the existing outlets, to find out buying behaviour of eventual customers. One of the important tasks is also local competitors research.

Information received is used to develop sales area lay-out, auxiliary areas, to define price and assortment policy and stock size, type of necessary trade and technologic equipment, departments planning, zoning, in-store traffic, trade equipment

Store Design

Well studied internal lay-out is one of the most important factors, determinant for supermarket success. Store lay-out has to provide all the necessary facilities for the convenience of customers. All the customers attracting and good image making factors are to be taken in consideration. Objective point of store designer is to create comfortable atmosphere for visiting and shopping.

Aisberg has highly-qualified designers able to realize any supermarket lay-out taking into consideration customer’s demands, possibilities and standards.
Designers define main technical features of the equipment on the basis of the premises type, technical solutions used, requirements to a future store.

In any specific case we have to take into consideration not only existing regulations and standards, but also technical and economical factors that make great influence to technical solutions, types and brands of the equipment chosen.
Due to experience and qualification acquired during a number of years at the market of professional equipment the Company is able to offer wide range of equipment and services, and realize any projects independently of level of sophistication.

Stages of sales area design:

• Definition of the goods “flow makers” and their allocation in the store.
• Correct placement of the goods of different demand level.
• Studying up conditions of goods choice.
• Organization of traffic in the store.
• Definition of the floor space occupied with trade equipment and space sharing between commodity groups.
• Organization of the optimal goods traffic around the sales area.
• Sales area zoning in accordance with buyers’ logic, choice of goods presentation concept.
• Accentuation of visually attractive goods that may direct customers‘ flow. Highlighting of the sales area key points.
• Discovering problematic zones and choosing lay-out solutions for these very zones.
• Sales area lay-out studying up.
• Choosing trade equipment.