ABSTRACT
This chapter discusses the concept of presentation, the process of the store layout, store design, the ‘layout plan’, layout, departmental layout, shelf layout, goods presentation and in-store promotion. Presentation includes all activities aimed at translating the strategy, commercial objectives and the retail formula into the optimal shopping experience. Shopping experience and presentation form an essential part of the strategy and should, considering the enormous competition of online shopping, play a much more important role in the physical store operation. The actual product presentation should live up to all high expectations and lead to the final transaction. The standard space plan is the commercial basis of the actual product presentation and should ideally only be drawn up after the ideal store layout has been defined. The commercial and attractive design of the department and the attractive presentation of the goods is an extremely important phase in the store layout process, simply because this phase leads to the final transaction.
