A retail store requires comprehensive marketing planning, from determining the products being sold to how the in-store advertising materials will be displayed. Part of that planning is developing effective retail layout strategies. Each retail store needs to address basic strategy concepts, monitor customer response to any strategies used, and make changes that improve sales.
Walking Space
A good retail store layout allows for sufficient walking space for customers. The aisles must be wide enough to accommodate traffic flowing in both directions. If the store provides shopping carts, then there must also be space for customers to stop near a product display and park a cart without disrupting the flow of traffic. The ability of customers to easily navigate your aisles is important in retail layout design.
Flow
The layout of your retail store should allow customers to enter from the front and be encouraged to walk to the back of the store. This increases the amount of time that the customers spend in the store and boosts the chances that they will buy more product. Spread the better-selling items out among the shelves to encourage customers to browse the entire store to find what they want. The layout of aisles should be a horseshoe design that brings customers through the front door with impulse products and some high-demand items, works customers to the back of the store with higher-priced items and then allows them to exit through aisles of more impulse items at the cash register locations.
Eye Level
Putting products at the proper eye level will help to improve sales. But it is important to remember whose eye level you are trying to reach. If you are trying to sell a tennis racket to adults, then put the tennis racket at adult eye level. A skateboard you are trying to sell to children needs to be at a child's eye level.
Display Cases
Display cases serve several important functions in the layout of a retail store. Expensive product can be put in a lighted display case to draw attention to it. The display case also acts as a countertop customer interaction area for convenience. For example, if someone sees a watch he likes in a lighted display case, then the sales associate can quickly pull the watch out to show the customer.
Another function of display cases is that they can be placed near the cash register area and act as another impulse buy area for customers. You can increase the effectiveness of a display case at the cash-out area by putting a sales associate there to engage customers and answer questions.
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