Get Out and Do It: Sephora

1. In general, are the store layout, design, and visual merchandising techniques consistent with the exterior of the store and its location?
2. Is the stores ambience consistent with the merchandise presented and the customers expectations?
3. How do the stores layout, design, and visual merchandising support the following objectives: (1) implement the retailers strategy, (2) builds loyalty, (3) increases sales, (4) controls costs, and (5) meets legal requirements?
4. To what extent are the stores layout, design, and merchandising techniques flexible?
5. How does the store utilize atmospheric elements such as color, lighting, music, and scent? Are these uses appropriate given the stores merchandise and target market?
6. Does the store feature any advanced technology? What functions do these technologies serve?
7. Is the stores design environmentally friendly? If yes, please describe. If no, how could it become more green?
8. Are the fixtures consistent with the merchandise and overall ambience of the store? Are they flexible?
9. Evaluate the stores signage. Does it do an effective job of selling merchandise?
10. Has the retailer used any theatrical effects to help sell merchandise?
11. Does the store layout help draw people through the store?
12. Has the retailer taken advantage of the opportunity to sell merchandise in feature areas?
13. Does the store make creative use of wall space?
14. What type of layout does the store use? Is it appropriate for the type of store? Would another type of layout be better?
15. Ask the store manager how the profitability of space is evaluated (e.g. profit per square foot). Is there a better approach?
16. Ask the store manager how space is assigned to merchandise. Critically evaluate the answer
17. Ask the store manager if planograms are used. If so, try to determine what factors are considered when putting together a planogram.
18. Are departments in the most appropriate locations? Would you move any departments?
19. What methods has the retailer used to organize merchandise? Is this the best way? Suggest any appropriate changes.