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Comprehensive supermarkets have become the main shopping places in people's lives, and the diversification of goods in supermarkets makes the scientific, comfortable and artistic shopping environment particularly important. The shopping environment affects the buying behavior of customers and the sales performance of supermarkets. A good shopping environment design not only embodies a certain artistic beauty, but also embodies the unique business philosophy and style of the store. They belong to the visual image category of store image design, which not only requires convenience for customers to shop and spend, but also requires uniqueness and novelty, which can stand out from many competitors and leave a deep impression on consumers. Moreover, it should also be a way for consumers to shop comfortably, generate certain place loyalty, and then generate repeated purchase desire, and bring rich profit returns to comprehensive supermarkets.

First, the positioning of large-scale comprehensive supermarkets

General supermarkets (GMS) have different standards in different countries. Generally speaking, it refers to a supermarket with an area of more than 2,500 square meters, which mainly deals in food, and also runs middle and low-grade goods such as clothing, daily necessities and household appliances.

It is different from ordinary supermarkets: first, it has a large area; Second, the business scope is wide. Most ordinary supermarkets deal in food, also called food supermarkets, while GMS is a chain department store with food as its main business, which deals in all kinds of groceries.

The representative of GMS is generally a multinational chain group, with a global processing and distribution network and a super-large-scale sales system; Have a group of experienced experts; As well as modern unified management and unified accounting management methods, so that operating costs are reduced and commodity prices are highly competitive.

Second, the comprehensive supermarket shopping environment shaping design principles

As a supermarket with a wide variety of goods, shopping malls provide customers with three-dimensional space for goods and services. Its design not only includes the scientific and reasonable partition layout design and the three-dimensional space design formed on this basis, but also includes the comfort and convenience of the shopping environment serving people.

1. Scientific and hierarchical shopping environment (that is, three-dimensional space design in the store)

The partition layout of the store is the basis of the whole store design. It is necessary to use various space division methods to carry out plane partition layout, including the location, area, layout and channel distribution of various commodities or display appliances. Reasonable layout is a quantitative scheme formed on the basis of overall consideration of the types and quantities of goods, the management system of operators, the consumption psychology and buying habits of customers, the shape and size of the store itself and other factors. For example, according to customers' shopping habits, consumption psychology or style taste, arrange the location of goods; According to the size and direction of people flow and human mechanics, determine the direction and width of the channel; According to the variety, grade or correlation of goods, the sales area is divided, which is convenient for customers to browse and buy goods, makes the traffic flow smooth, and thus improves the quality of purchase and sale.

2. Comfort of shopping environment

(1) Visual comfort. Designers should start with the streamline of customer activities and use space division to plan key exhibition areas. Usually, large supermarkets will sell daily retail goods in time, so the key exhibition area is fixed in the main contact area of customer activity streamline, and the colors, lights, materials and decorative facilities that attract visual attention are used to remind customers to pay attention to the goods and the displayed information, thus inducing and stimulating their desire to buy.

(2) Comfortable touch. The display of goods in large-scale comprehensive supermarkets is in the form of shelves, and customers choose their own ways, so it is particularly important to display goods comfortably. In the design of storefront, wood, foam and plastic materials with comfortable touch should be used as the main display materials according to the needs of human body, avoiding cold metal and glass materials, and the modeling should be smooth and safe.

(3) Comfort of traffic purchase behavior. The goods are clear at a glance, convenient and quick to choose, saving time and money, which is what consumers value most. Therefore, convenient transportation in the store often becomes the primary condition for the placement of supermarket goods. In addition, it is also very important to deal with the design of densely populated areas, such as the setting of supermarket charging areas. How to deal with customers' boredom and irritability during anxious checkout and waiting for checkout is called the focus of this area design.

3. Safety of shopping environment

For large-scale comprehensive supermarkets, there are many kinds of goods, and the safety of shopping environment has a great influence on consumers' choice of purchase destination. Safety is also a prerequisite for design in the current national norms. Therefore, the safety of equipment installation design should be considered first; Secondly, space design should avoid a series of problems that may cause harm to customers. Third, avoid the psychological fear and unsafe factors of customers during design. Therefore, there should be suggestive signs for customers at necessary positions in the supermarket, such as safety reminders and children's reminders; Reasonable commodity zoning to prevent cross-contamination between commodities; Garbage and sewage should be treated properly.

4. Artistic conception setting of shopping environment

Artistic conception design is the concrete expression of supermarket image design. It is the operator who determines the business theme according to his own business scope and varieties, business characteristics, building structure, environmental conditions, consumer psychology, business intentions and other factors, and designs the corresponding stores from this point of view. For example, posters, phrases and advertisements designed according to the logo, font and color of the enterprise visual identification system (V 1); Decorative shopping atmosphere designed according to the nature of goods, festivals, seasons, etc. Artistic conception design is the core and soul of the overall design of the store. In the design, the shopping mood can be set according to the characteristics of goods, festivals, consumer psychology and other factors, and the psychological influence of colors on consumers can be used to make them associate with the mood. For example, in the promotion of moon cakes in the Mid-Autumn Festival, elements such as Chang 'e, osmanthus trees and gold nuggets are set up, so that consumers can feel the festive atmosphere and thus have the desire to buy. A good shop should not only have good shopping space, but also have good ideas to keep up with the pace of customers. More importantly, it can maintain a vitality, that is, through the adjustment and change of some aspects of the store, such as the store, display, color, product structure, etc., to achieve new results for customers. It can be seen that just as people need endless metabolism, shops also need to constantly replenish fresh ingredients. The design of the store should change with the seasons, festivals and consumer preferences, and the "costume" of the store should be changed flexibly to make it more humanized and energetic.

References:

Ren: Design psychology. Chemical industry press

[2] Wang () Su: "Shopping environment-the attraction of the market". China market.

[3] Huo: An Empirical Study on the Impact of Retail Environment of Large Supermarket on Customer Perception and Shopping Behavior. Master thesis of Zhejiang University, 2008.

[4] Yu Guoliang and others: Environmental Psychology. People's Education Press, 2000.

[5] On the Design of Shopping Environment in Shopping Mall. Modernization of shopping centers, 2004