Supermarket and department store layout, design, set-up...

STORE LAYOUT

 

Almost supermarkets or department stores are alike, in important ways that design typical layouts can promote buying and, objective of your store layout can reflect your food value and share some secrets to impulse consumers 's shopping. Correct space allocation for a layout can add 15% to your sales and profits.

 

The best way to layout your store is to keep the essentials in the four corners and place items that are appealing right in eyesight. These are the two keys to the supermarket layout.

 

CONCEPT

 

The basic principles must always be to maximize space and sales, the store layout is generally divided into sections:  meat section, dairy section, frozen items, refrigerated foods, household products, canned and packaged goods, and freshly baked foods, the service counter, locker, back-up areas, offices, staff facilities and production departments...

 

While shoppers are walking through aisles of a store, they will want to have same kind of flow in the store. Shoppers feel like they are easily moving around the store quickly to get their listed items, so the flow of the store is designed specifically to encourage shoppers to pick more than what is on their list and it often works in this manner, except on those individuals who are strict shoppers and only get what's on their list.

 

Supermarkets operate in a manner that is designed to push the shoppers through the store until they end up at the cashier counter. Think about when you first walk in a store, what do you see? Typically, you feel like you only have one way to go. So, If you're designing a supermarket of your own, then you're going to take the experience of shopping in a store and think about the marketing that lies behind what you're seeing on each aisle.

 

THE REASON WHY THE LAYOUT OF SUPERMARKETS / CONVENIENCE STORE IS SO SUCCESSFUL IS SIMPLE, CONVENIENCE.

 

Customers typically don't want to have to linger for hours trying to locate their favorite brand. The general idea behind the layout of a store is to allow customers to easily walk around, selecting the products they wish to use. They are familiar with it and its layout, as the frequent it on a weekly and sometimes daily basis, they typically know what they want and where it is. It is a comfort with supermarket shopping to know where your products are located.

 

A behavioral market-research of consumers showed "Two-thirds of what consumers buy in the supermarket they had no intention of buying,"

 

Layouts of supermarkets/ convenience store not only rely on such behavior; they encourage it. Every aspect of a store's layout from the product display near the entrance,  to the dairy case in the back, to the candy at the cashier counter and signs above the aisles informing people to what is stored the section -- is designed to stimulate shopping serendipity.

 

Supermarkets/ convenience store usually follow the same design principles as others worldwide, are designed to make customers buy more than they want. Their basic layout has you trekking from one end of the store to the other, maximizing the chance customers will throw a few extra goods into their cart.

 

HOW TO LAYOUT YOUR SUPERMARKET/ CONENIENCE STORE

 

Draw a plan of a supermarket/ CONENIENCE STORE, you need to know and apply some basic rules of supermarket layout as follow:

 

LOCATION OF ESSENTIALS

Customers will always need to purchase daily food items such as bread, eggs, milk, meat, cheeses, cereals, other staples. These essential items are placed at the back or rear of a supermarket / store and displayed deep into the supermarket

 

This means that customers have to walk down the aisles in order to reach these essentials items, also means that they will have to pass many temptations such as seasonal products and special offers before customers reach the shelves where they are sold. The technique maximizes the exposure of less commonly bought goods. Stores typically put these items in the farthest reaches of the store to expose customers to the maximum amount of product on their 'quick trip,' so they will impulsively buy other things.

 

TENDENCY TO LOOK RIGHT

75% of customers look towards the right when entering a supermarket. This is a good reason to place the most attractive offers on the right rather than the left. For this reason the area immediately to the right of the entrance and the decompression zone is used to display special offers and promotional items.

 

SHELF POSITIONING

The positioning of items on a shelf has been studied in great detail on an improvement of layout. We read shelves in the same way as we read books, from left to right. Our eyes remain longest on items on the right, so the most expensive brands are always on the right. The cheapest brands are often hard to see on low shelves because the supermarket wants you to purchase the expensive brands at eye-level.

 

Manufacturers of brand named products pay hefty stocking fees to stores to have their merchandise placed on the shelves at adult eye level. Manufacturers are willing to pay these prices because they know that you are much more likely to purchase something that you can easily see as you are walking down the aisle than something you have to stop and search for. The result is that the products placed at eye level are usually the most expensive.

 

NEWSPAPERS AND MAGAZINES

Often you will find an area selling newspapers, magazines close to the entrance are called “Dwell zone”. This zone encourages you to browse the shelves and make some impulse purchases before your real shopping begins. This zone may also contain DVDs, CDs and books

 

THEMED AISLES

Supermarkets exploit seasonal purchases by having aisles which are themed to seasonal items, special offers. In the same way, we are prompted to purchase items for Christmas, Easter, Valentine day, Women’s day, Father’s Day and so on, by the supermarket’s themed displays.

All communication signage, information and promotional material needs to be arranged and orchestrated within the concept space,

 

SOAP AND DETERGENTS

Soap, detergents and cleaning products are important items in any shopping trolley but they must always be placed near hardware, toilet paper or other non-food items. This is because the artificial perfumes added to these products can very easily contaminate the taste of food.

 

FROZEN FOODS

Area of frozen foods are placed at the back, are usually the last items you encounter because they are frozen.  If you picked them all up first, they would probably be partially defrosted by the time you finished your shopping.

 

FRUIT AND VEGETABLES

Making ‘fruit and vegetables’ the first food department is not designed for the convenience of customers. If you put soft fruit or vegetables into the bottom of your shopping trolley, they will be crushed by your later purchases. So you have to realize that the psychological attraction of good health, freshness and quality which is associated with this section is very strong or it can influence customer's purchase in your store.

 

ALCOHOL

Alcohol is always the last aisle before the checkouts. Supermarkets try to communicate a fresh, healthy image. When you have filled your trolley with fresh healthy food, you can feel less guilty about indulging yourself with some alcohol.

 

AT THE CHECKOUT

You know that customers don’t like queuing at the checkout. But the customers standing in a queue or in line to pay for their groceries at the checkout (cashier counter). You need to squeeze in every little thing that might remotely peak their interest to rack up a large amount on impulse sales.

 

 The customers can be tempted with advertising leaflets such as tourism offers, holiday offers, savings plans, internet connections or mobile phone cards? It is more difficult to sell these items to a moving customer, but a bored customer in waiting for payment might pick up a leaflet and make a purchase.

 

WHY YOU NEED CRES’s LAYOUT DESIGN SERVICE

 

We offer the Complete layout service for types of stores in all retail sectors INCLUDE format, space allocation and layout, complete store concept with all the latest design ideas.

 

 We can also help you define your store format and types of retail outlet based on your customer types, your store locations and sizes. We match your store format to your customers or put all the processes you require for effective retail layout into your business.