As soon as a visitor enters a shop, they take in the layout of the sales floor both consciously and subconsciously. If visitors feel at ease and can find their way around easily, they immediately form a positive first impression. Psychological research has shown how a sales floor can be designed to be as attractive as possible to visitors, thereby boosting sales. In addition, retailers can use retail analytics to analyse visitor behaviour and movement patterns on the sales floor themselves, in order to optimise the attractiveness of the space, the length of time visitors spend there, and the amount spent per customer.
Customer flow studies and retail analytics for shop floor optimisation
Optimising retail space is an ongoing process. It encompasses the entire shopfitting, the layout and the presentation of goods within a store. However, a shopfitting concept, the fixtures and fittings, and the overall design of a store eventually become outdated, meaning that even major changes are required.
Optimising the sales area offers a number of advantages:
• Adapting the sales area to current trends and market research findings.
• Optimising the shopping experience for customers.
• Redesigning the sales floor as a starting point for retail analytics.
• Removal of old or damaged elements.
• Strengthening brand identity.
• Variety for existing customers.
• Potential for attracting new customers.
An optimal shopfitting concept and the optimisation of retail space are based on customer behaviour.
Customer tracking studies in the retail sector reveal typical patterns of behaviour:
• Visitors tend to look to the right rather than to the left.
• Visitors use the outer aisles more frequently than the central aisles.
• Visitors avoid dead ends and corner areas.
• Visitors prefer wide aisles
• Visitors prefer light-coloured areas.
In addition, network cameras enable retailers to analyse customer behaviour prior to optimising their sales floor layout. This provides retailers with information on which areas are heavily or lightly frequented, the main customer routes, the average dwell time, and how sales figures correlate with footfall. This insight helps to identify the impact of sales floor optimisation.
Shelf layout: forced flow, individual flow and arena principle
The layout of the shelving determines the basic structure of the sales floor. Typical shelving layouts in the retail sector include the guided flow, the free-flow and the arena principle. In a one-way layout, the shelves are arranged so that customers can only move in one direction. The aim is for customers to pass by as many shelves as possible before leaving the store. In a free-flow layout, customers have more freedom. This usually involves island-style shelving arrangements and product displays, or parallel aisles. In the arena layout, the shelves are arranged in a semicircle. Customers are free to move around as they please.
The best way to guide customers always depends on the type of goods, the layout of the space and customer needs. When it comes to shelf layout, combinations and bespoke solutions are always possible. When optimising retail space, it is important that visitors have a clear overview of the product range and can find their way around easily.
Optimal product placement
To ensure an optimal customer experience, retailers need to identify high- and low-performing sales areas. Key merchandise must be placed in the high-performing sales areas. High-traffic areas primarily include the area to the right of the entrance, the external exits, the checkout area, the display areas on the right-hand side, the aisle intersections, the gathering areas, the front of the shelves, and areas near stairs and lifts.
Areas with particularly low sales include the immediate entrance area, areas behind the tills, dead-end aisles and central aisles. This also includes the top and bottom shelves. The area to the left behind the entrance also has low sales. In these low-sales areas, retailers can place goods that customers are specifically looking for. These include branded, niche and everyday products.
In addition to the general placement of goods on the shop floor, the way goods are displayed on shelves or on display stands is important. In the so-called ‘reach-and-bend’ zones, goods can only be reached with some physical effort. In the reach-and-see zone, on the other hand, customers can easily access the goods. Retailers should place particularly popular goods here. Along the main aisles, customers should find all goods that are popular, have a high margin and are to be promoted in the reach-and-see zone on the right-hand side.
Customer guidance system for optimising retail space
Wayfinding systems are generally used to display product categories and guide customers to them. Shelf labels, ceiling signs or floor stickers are ideal for this purpose and can be highlighted with appropriate lighting. Retailers can use different colours to categorise product groups. However, signage systems are also increasingly being used. The customer guidance system must be optimised so that visitors can easily find their way around.
Retail space optimisation as an ongoing process
If the layout and furnishings of a retail space are not optimal, this has a negative impact on customer flow and satisfaction. After all, a clear and psychologically astute presentation of goods is essential for high turnover. That is why it is always important for retailers to regularly review the general layout, the shop layout, the product presentation, the furnishings and the fittings in order to optimise the sales area.
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