Laying out a retail store is never an easy job. You need to constantly be thinking of the customer journey through your store understand how a shopper thinks in order to increase your sales. Learn the secrets of where to place products in your store to maximise their profitability by checking out our guide below.
1. Impulse Zones
These areas are also known as “grab zones” or “checkout areas”. This is the area around your checkout in which you place an array of small treats and confectionery which may be picked up by a consumer as they pay for their goods. As the name suggests this is the place for impulse buyers and this area is often the most appealing in your store as a quick decision is made when purchasing here.
2. High Priced Zones
Things like alcohol, medicines and beauty products can often be classed as the most expensive goods in your store. It’s important to ensure that your most pricey items are advertised differently to the rest. You need to be able to “sell the dream” to your consumers by creating visual cues and putting a little extra into how your display looks.
3. Endcap Zones
To summarize, an “endcap” is a small block at the end of an aisle where special offers can be found. These usually give the impression that the whole aisle is full of wonderful deals but also give you an opportunity to highlight certain items. Customers are so expected to see these in store now that many retailers fill these shelves with non-discounted items that have signage to suggest they are special offers.
4. Visual Stimuli Zones
Basic knowledge dictates that eye level (around 1.6 metres high) is where we focus our attention when browsing in a store. Research by
Scamell-Katz using eye-tracking cameras found that in fact our eyes are drawn into somewhere below waist level when viewing products on a shelf. This can be known as the “grab level”.
Visual stimuli zones are those which create the most eye-catching displays that draw our attention and have us browse the entire shelf. This is usually filled with magazines or newspapers as editorial covers and flashy headlines draw our attention in and can keep a customer inside your store longer than they intended.
5. Traffic Building
In many supermarket chains you’ll find that bread and milk can usually be found at the back of the store. It is believed that placing essential goods at the front of your store can often stop customers on taking the full journey around your retail outlet. However studies show that customers have now caught onto this methodology and that when they are focused on purchasing a single item they seldom divert from their plan to purchase additional goods.
So why continue to make your customer take a long journey around your store which may cause them to shop elsewhere? The best way to overcome this is to place a mini selection of essential goods at the entrance to your store to give customers the impression of fast service.
6. Promotional & Seasonal Aisle
This can also be known as the “action alley”. This is shelves which are stocked with one-time goods which are either themed towards the time of year. Regardless of the price this aisle gives the impression that there are good deals here and beyond and give your store the opportunity to show off goods that are trending. In 2017 from the months of March to May, fidget spinners had an estimate of over 15 million being sold worldwide after sales began to fall dramatically.
Being ahead of the curve when it comes to items that are trending can often boost sales however it’s important to learn when sales are about to decline so you can “jump off the bandwagon”.
7. Entrance Of Store
All shoppers have their own “missions” when visiting your store. Whether that’s to pick up bread, use an ATM or to buy a weekly shop. It’s important that your front-of-store caters to all customers who visit for different tasks. This is also the welcome matt to your store and placing goods like flowers, fruit & veg and ready-made sandwiches
8. Store Front
Not to be confused with the entrance, the storefront is where you make your first, and sometimes only, impression on potential customers. This is often where you should channel your efforts into advertising what your store can offer a consumer. Including a selection of goods that are available in-store or display stands which advertise your other services can bring traffic inside quickly.