Week 11- Merchandise presentation and store design

Store layout

The Body Shop Singapore uses free-form (boutique) layout. With this layout, customers could roam around the store freely not having to worry about whether is there sufficient space for them to pass through from one corner to another. From the floor plan (attached below), cluster of fixtures could be seen in certain corners to promote the flow of human traffic. The advantages of using such layout were it provides an intimate and relaxing environment through the wide walking spaces between fixtures and wall displays, so that consumer can browse through the products without having the need to squeeze in between people. Also, it helps to facilitates shopping and browsing. Only with a calm and relaxed mind, one could then be more interested in shopping, by making shopping with The Body Shop a relaxing one, it makes customer feel more refreshed and rejuvenated. Lastly, it also makes shopping in there an experiential one. As all stores differ with other in certain ways, it makes each individual store exclusive, thus, impossible to have an exactly similar one.


The fixtures and aisles are placed symmetrically. This is to let the consumers browse the products freely, at their own time. The varieties of products are placed accordingly, from the ranges of make ups to skin care and fragrance. New products as well as items that are on promotions are placed near the entrance of the store to capture the attention of the customers. Attention of curious souls will lead them into the store, causing them to browse the products available. The new store at Ion Orchard has a new concept which is different from the rest of the stores in Singapore. It emphasizes on recycling. The floor is made out of Sadlerstone, by filtering the water after recycling the concrete and paper waste. Armourcoat is used instead of painting. It is made out of marble powder left over of the industry of quarry.

Signages and graphics of retailers

Signages are used as visual communication to display information to the customers. The Body Shop adopted the 3 different types of signage which are Department markers, End of Sale (EOS) and A6 signages.

Department markers
It is used to indicate the department/category found in the store. The picture displayed the category name at the top of the products with a brief description. With reference to the Figure 2, the two categories taken are Daily Body Care (Shower, Scrub, moisturize in all your favourite ingredient) and Body Favourites (Can’t-live-without-them body care).



End of Sale (EOS)
It is used to highlight discounts and special offers. Signages are used to inform customers about promotion. In order to attract customers, The Body uses red signage that is an eye-catching colour, ‘before and after pricing’ and the enlarged font for discount to make it more visible. The signages that are used by The Body Shop are usually eye catching, as the sizes are big. One of the common one that is used is posters. They are usually placed outside the store. This is to grab the attention of the passerby. Signages are used for promotional items as well as new arrivals. The base colour of the signages is green as to associate to their values and campaigns, especially the one that is emphasizing on protecting the planet.

A6 Signages
It is to be place on the left hand side of each row so as to provide basic information such as price, benefits, promotions and features.




Feature areas

End caps
Display located at the end of the aisle. It has high visibility and accessibility, thus increasing sales. The products which are placed on that space are on promotion. Referring to attached picture, The Body Shop has placed their top third best seller on the end caps, leading to impulse purchase from customers.



Promotional table/area
Space used for displaying merchandise that is being promoted. It would bring in good traffic and generating area into hot spots. With reference to pictures attached below, the promotion is located at the entrance. Being situated at the entrance, it is crucial as it sets the first impression to the customers and it has to be attractive to create traffic and pull in the crowd.

VM fixtures

Shelves are used in the stores. They are nicely divided, giving each type of product space to be displayed. The items are placed according to their heights respectively in the product categories. They are clear and easy to be located by customers. The height of the shelvings is within reach of the customers. This enables them to touch and see the products before purchasing. The display tables are placed near the entrance, usually for the new arrivals or promotional items. There are no racks available as they are not needed. This is due to the product type that is being sold.

Shelvings in The Body Shop

Merchandise presentation techniques

The Body Shop is brightly lit, emphasizing on the products. It brings out the colour of every individual item that is available. It captures the mood for the customers to browse further. The colours used are mostly green, as to remind the customers about their campaigns. Green is a cool colour to make the customers feel calm and to let them browse slowly. The scent is mild, which draws the attention of the customers. It is neither too strong nor scentless as this will affect the attraction.

Done by: Farisa