MKTG281 – Case Study Assignment

Case: Leaf in Creek (Retail Layout and Atmospherics)

Make Leaf in Creek a shopping “experience” for customers. Decide on retail atmospheric elements to help bring the
feel of the outdoors inside. Also plot the layout of the store and departments (see Case Overview for details).

Strategy Overview
Explain the overall strategy of your store layout and design. Which type of retail layout (grid, racetrack, etc.)
did you choose, and why?

The floor plan our group decided to use for the store design of Leaf in Creek is a combination of diagonal and a free
flow displays/store layout. The benefits of using a free flow store layout is so personnel can easily change product
displays into irregular shapes and patterns typically found in nature. This purpose of combining a diagonal store layout
is for employees to have full view of the merchandise as well as provide an organized layout for an optically pleasing,
organized shopping experience for customers. The purpose of the free flow layout is for customers to feel as though
they are in control of where and which items they draw their attention too. As opposed to a racetrack store layout
where customers are forced through the store by predictable traffic patterns. The free flow layout also provides
greater visibility of items and will maximize wall space. The addition of large wooden carvings, (possibly by local
artists), benches, and wooden dressing room doors will add to the outdoor atmosphere. Walls, ceiling structures, and
displays will be made of metal to take on an industrial look. The combination of both a free flow and diagonal floor
plan will facilitate both an organized and adventurous shopping experience.

Strategy Analysis
How does your store layout promote each of the requirements listed by the client?
Free flow layout allows customers to navigate the store on their own as there
Flow through Store are no specific design rules. To maintain customer flow and avoid overcrowding
How does your layout promote in one area, sightlines created by the diagonal store layout enables customers
flow through store? to use these isles as a short cut to reach specific items or enter other areas of
the store with ease.
With the added component of the diagonal layout to the free flow design, this
Shopping brings order to the free flow experiences. Customers have flexibility to navigate
How will your layout facilitate
thought the diagonal layout to find basic items while also feeling compelled to
ease of finding items?
search through the items that are placed in the free flow design.
Security The free flow layout with the addition of the diagonal store layout offers better
How will your layout help security and greater loss prevention in that all the shelves are generally pointed
employees keep an eye on towards the checkout area where staff have a direct sightline of all customer
shopping in the store?
activity. With the addition of other surveillance methods, the owners of Leaf

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 and Creek can feel at ease about store merchandise safety.
The free flow layout encourages wondering, just as you would in a forest or
other outdoor setting. The addition of wooden carvings and other tree like
elements will add to the indoor, outdoor experience. Free flow layouts offer a
liberated shopping experience while the diagonal store design brings order
among the potential chaos, like a path guiding the way.

An Experience To prevent confusion and disruption in customer flow the diagonal store layout
How will your design create an provides an organized traffic buffer. The added elements of industrial metal
“experience” for the customer? and steal creates an experience of calm due to the designs simple aesthetic.

This mixed store layout will lead customers to feel less rushed/relaxed as it is
similar to an all natural environment. When executed properly, the right store
layout generally provides customers with an idea of their brand image which
attracts Leaf in Creek's target segment.

Layout: On the following page, illustrate your store layout. You may create a digital version with editing
software or draw by hand on a printed copy and paste the completed image below. Include the following on
the illustration:
 Aisles and outlines of tables/shelving units or major fixtures
 Product Departments/Areas noted (the adventure product areas tend to include accessories, gear, and also 10
each of bikes, surfboards, snowboards, and kayaks)
1. Bike
2. Paddle & Surf
3. Snowboard
4. Hike, Climb, & Camp
5. Footwear
6. Technical / Outdoor Clothing
7. Boutique Wear
Note that boutique wear takes up approximately 20% of the store. The rest of the departments are
approximately equal in size/volume.

 The checkout area

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 Paddle/Surf

Checkout

Checkout

S
N
Boutique
O
W
B
O
A
Hike,
R
Climb
D
&
Technical/
Camp
Outdoor
Clothing

F
O
O
T
Seating Area
W
E

Bikes A
R

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