Questions about the layout of the store are relevant for any owner and director of the outlet. In many ways, the design of the space, the atmosphere of the trading floor determine how much the customer is interested in the products. By properly arranging the premises, by correctly distributing the products, one can achieve an increase in revenue and an increase in the average bill. For this, it is necessary to take into account the experience of other specialists, because a large amount of observations of consumer activity has been accumulated. Let's consider in more detail.
general information
Store layout is a key factor, as many sales technology experts believe. Accordingly, it is extremely important to correctly arrange the room in which products and products are presented to the buyer. Only a successful design is the guarantee that the premises will justify itself and be a source of profit. There are several types of approaches to creating a plan. In many ways, the choice of a particular one is determined by design imagination. Experienced in this matter people are aware of a number of criteria that determine the likelihood of success of the store.
Planning: what?
The correct layout of the store is not only the arrangement of furniture along the walls. This term hides the complex task of promoting the product and presenting it to the customer in the most favorable light. Linear planning involves such a design project when all the key factors are taken into account. The designer analyzes the concept of the store, the positioning of the outlet, the target audience. Based on this, determine what will be the design of space. Planning involves thinking through activities that will enable you to sell products faster.
Quite often they practice mixed planning. In this case, combining boxes, a linear plan, a loop, an arbitrary option. You can choose any of the methods and implement it by yourself.
Linear option
This layout of the store involves the placement of products, the distribution of walkways for the client so that they are all parallel to each other. Following this principle, the equipment used for work is placed indoors. Due to the linear planning method, a high-quality overview of signage can be guaranteed. It is easy for the buyer to navigate the location of the shelving. At the same time, customers do not have to crowd. Visitors can easily walk between equipment lines, visiting the most interesting parts of the hall for them. Thanks to the linear layout, you can pre-form directions, flows of consumer movements. As a result, the conditions for the distribution of products are quite good. The owner of the premises, at his discretion, determines how long the lines will be. This allows you to control the saturation of the hall with customers.
Mixed type
Such a layout of the store hall is more often used when it is necessary to design the premises of a large outlet. This is more useful when working on a self-service hall, in the setting of such supermarkets in which the retail space is very large and wide. The arrangement method allows you to combine the arrangement of lines across, along. Similarly, you can put the windows. At the same time, there are zones decorated in boxing equipment and linear blocks. The main slides are lines that are broken by passages. This eliminates the difficulty of moving customers. The optimal length along the wall is four meters, in the center of the room - three, near the ticket office - two or less.
Boxes and more
Boxing as a variant of the layout of the storeroom is recommended when it becomes necessary to divide the common room into several departments. These blocks are isolated from each other.
The loop design involves the placement of the equipment necessary for the sale of goods in a rather peculiar, very convenient way. Along the walls are placed the highest, largest racks. The center of the hall is reserved for low objects. For the client, moving between objects is easy and simple, you can immediately see all the products on display in the room. This method is traditionally considered universal. It can be used in the design of very small shops, can be used in work on hypermarkets.
Sometimes resort to the exhibition scheme. This planning option involves the distribution of large-sized products into specialized installations. Mostly they are placed around the perimeter. The room is designed as if it were an exhibition.
Finally, free is a layout in which there is no specific system. The designer, thinking over the option of distributing objects, proceeds from the features of the shape of a particular object.
How to sell effectively?
The layout of the trading floor of the store is one of the options for increasing revenue. Some time ago, studies were conducted to determine how important the area of ​​the retail space is for revenue. We came to the conclusion that this indicator largely determines the seller’s profit. It was also determined whether all parts of the trading floor, designed according to any scheme, are equally important. It was established that the deeper a person goes inside the store, the less attention he pays to the products surrounding him, and the effectiveness of each subsequent zone is lower and lower.
The initial block of the premises provides up to half of the store’s total revenue. The middle zone provides about 20% of sales. The distant one accounts for no more than one tenth of what the store receives. Therefore, in order to maximize profits, you need to place the objects that are most attractive to the client in the area where trade is as intense as possible. To some extent, an intensive trading unit is a client’s guidebook.
Distribution Nuances
The main requirement for the layout of the store - to make the room so that the buyer in it was easy and simple to navigate. The more comfortable the area for the customer, the higher the likelihood of him making a purchase. In addition, it is believed that the likelihood of acquiring products is higher, the longer the person is in a particular store. Therefore, you need to make it so that the potential client was pleased to be indoors. Traditionally, the most successful option for the design of the store is a square room or made in the shape of a rectangle. Unsuccessfully elongated rectangles can be called unsuccessful. A good aspect ratio is one to two or two to three. Suitable for the point of sale, the height of the strip is 3.3 meters. The simpler the form, the higher the functionality of the outlet, the greater the efficiency of the store. The task of the designer is to make sure that the client’s attention is not scattered on the details, but is completely riveted to the product.
The shape of the room is not the only thing that is important with the design and technological layout of the store. An equally significant aspect is the equipment distribution option. When determining the appropriate option, it is worth taking a look at the features of the outlet profile. Choose the appropriate option, starting from the price segment of the presented products. It is important to consider the expectations of the potential customer.
Lattice: technical highlights
In this embodiment, the device and layout of the trading floor of the store looks from above, like a grill. Racks, counters put along the lines. Between them there are passages that allow customers to move to the point of interest. Most often, food shops are organized this way, and the main percentage of such outlets is designed in the form of a lattice. An obvious advantage is the ability to maximize the use of retail space. For each inside, the quality of the area survey is at an acceptable level. True, the counters, shelving, forming a single line, are relatively uniform, so the client soon gets tired of the contemplation of such endless shelves. To somewhat enliven the space, you can use a variety of equipment. Products may vary in height, may have different shapes.
If the lattice layout of the store’s retail space is chosen, you need to carefully consider how the aisles will be organized, how large such gaps must be made. Much is determined by customer behavior, which depends on the area of ​​the store. It is important to consider the height of the rack. The larger the installations, the wider it is necessary to make passages between them. Normally, a person holding a basket needs 80 cm. For the clients to disperse, the passage should be from one and a half to two meters. Two meters are needed so that two people with trolleys can disperse. So that you can easily bend to the bottom of the rack, the passage should be at least a meter wide. If you make the gaps between the lines too wide, the store’s territory will be spent inefficiently. On the one hand, too much space will be spent, on the other, the goods will lose the customer’s attention. It is proved that a person studies only a product located on a rack located near it.
About the nuances of options
Among other types of layouts, the trading floor of the store attracts a loopback option. The classic and most striking example of the design of a trading platform in this form is the exhibition halls of IKEA stores. Such a layout in separate blocks allows you to divide the total territory into several sections. The equipment is arranged to create a loop. In this case, the designer thinks in advance the route of movement of clients indoors, and then implements in practice the construction of parts so that this route is the most logical for the buyer. Many furniture centers are decorated in this style. This planning method is suitable for large shopping malls. The main advantage of the approach is maintaining a high level of customer interest, which is associated with an increased likelihood of making impulsive acquisitions that are not planned in advance. Among the obvious disadvantages are the problems of moving in the opposite direction.
If a point is made that sells lamps, interior decorations, and other related categories of goods, then a suitable layout of a shopping store is exhibition. Counters are placed around the perimeter of the room. In order for the areas to be spent efficiently, they arrange islands, supplement the territory with other equipment. Use mannequins, furniture. As additional equipment can be sold goods. This format of registration of the trade zone is suitable if it is necessary to sell shoes, sports goods. Among the pluses is the fact that the client can easily see the whole variety of products, examine the interested person, since there is access to it from different points of view.
Ordinary and not very
If the classic layout of a grocery store is a grill, then for outlets selling unusual, unusual, exclusive goods, this option is not very suitable. For such halls, we use an arbitrary option for interior design. It is often used if you need to think through the design of a relatively small store. No systematic compliance, equipment is laid out at the discretion of the designer, and the movement of customers will be spontaneous. The atmosphere is formed at ease. It is noted that it is she who impresses most of the customers the most. True, along with the pluses, there were some minuses. For example, you will not be able to use standard equipment, which means that the cost of designing a store will be considerable.
When developing the technological layout of the store using unique designs, take into account the likelihood of a deterioration in the visibility of the hall. It is more difficult for workers to control customer behavior. Some areas may fall completely out of sight of personnel and security cameras.
Golden Trio
All these types of store layouts require the designer to take into account the so-called golden triangle. Its tops form the key points: entrance, ticket office, site location of the product most popular with customers. The larger the area inside the triangle, the greater the volume of transactions. When making a plan for the future retail space, it is very important to take into account the location of these three points and proceed from this, what is the optimal format for the distribution of equipment and goods.
Planning for the indicated triangle is based on the following idea. The client enters the room through the door, goes to the counter with the goods he needs. For example, if this is a grocery store, then the greatest demand is traditionally for bread. To maximize profits from the existing territory, you need to put the bread rack as far away from the entrance so that the person passes through the hall completely, along the road, possibly grabbing something else. The client takes the bread he needs and goes to the cash desk. If his route does not follow the same trajectory, it is likely that the person will take another additional purchase. As a result, the total volume of purchases by the visitor will be greater than what he first planned.
Effective or not?
Since the problems of the device and the layout of the store have been occupying the minds of specialists in the field of trade for more than a year, they invented ways to display the efficiency of using the area that a particular point has. The layout is recognized as successfully selected if the comfort of the client is balanced with the effectiveness of the site. To assess the return, the installation area is determined. To calculate this parameter, you need to evaluate the ratio of the area occupied by the equipment to the total available to the owner. If the store has counters, it is necessary to consider as the area of ​​equipment both the place directly occupied by the installation and all those areas that are closed to customers. For example, if there is a passage between the counter and the wall, it is also assigned to the total area of ​​the equipment.
The normal indicator is varying from a quarter to a third. The layout of the grocery store is effective and successful when the installation area is 0.3. For the shoe point, the optimal value is 0.33, and for the clothing point, 0.28. If the result obtained during the calculation is less than a quarter of a unit, the room probably looks empty for an outside observer. In such a store, the customer is uncomfortable. If the parameter is higher than 0.35, we can confidently talk about the congestion of the zone. Probably, it is difficult for people to move inside, which means that choosing a product is uncomfortable and problematic, which also negatively affects the total revenue of the point.
Curious to know
A trading floor is the territory where the seller serves the buyer, which means that the floor is one of the main tools to ensure good revenue. The designer’s task is to arrange the room so that the client wants to go deeper, inspect the maximum of products, buy something from the presented assortment. At the same time, the layout of the grocery store (and any other product) should be thought out taking into account the compatibility of the presented. For example, fish are not displayed near fruit.
The significance of the store’s layout (clothing, food and other goods) is due to the presence of a number of specific behavioral characteristics that are characteristic of most buyers. For example, surveys were conducted to determine how people behave in a store. According to the results of the research, it was determined that about 70% of all customers, getting into the store (and this is an enclosed space), begin to purposefully go around the whole room, moving from right to left, that is, in the direction opposite to the movement of the arrow on the watch. Accordingly, in order to increase the efficiency of the store, it is necessary to consider where the door is, place the entrance on the right and the exit on the left, and also consider the location and filling of shelves with products. About 90% of customers bypass racks around the perimeter, while only about half of all customers, or even less, systematically inspect the internal blocks of the sales area.
What does it mean?
For the layout of the store (clothing, products, other goods) to be cost-effective, expensive products should be on the right side. Here it is necessary to exhibit goods for which customer demand is above average. According to many, for the success of the sale of goods in the first place is important. To determine the optimal, it is necessary to proceed from the characteristics of the movement of the client stream.
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When designing a shopping area, the designer is forced to work with an abundance of factors that conflict with each other. On the one hand, it is necessary to ensure that customers are able to move, buy as much as possible, while it is important to optimally spend the territory, to arrange product groups effectively. It is important to consider where there will be key, auxiliary implementation points, how to slow down the client flow, if necessary.
An important aspect of the design of the premises is the distribution of product groups on its territory. At the same time, the priority of zones and the division of groups into classes are taken into account, based on their popularity among regular customers. The priority points of the premises are identified individually, starting from the client flow. The most high-quality, actively promoted by advertising, popular product sells well only if it is located in a suitable place. The natural movement of the client - from the entrance to the equipment and cash desks. The task of the designer is to think through the interior design so that on this way the client sees as many attractive products as possible. The hottest area is located near the ticket office. Here the client is long, but not busy. It is reasonable to lay out goods purchased impulsively at the cash desks, as well as print media, which a person takes to look at and acquires.
An important aspect is product groups. It is customary to distinguish three: everyday, periodic, impulse demand. The first ones are most in demand, therefore, racks with such products attract a maximum of clientele. These groups are located around the perimeter so that it is convenient for customers. If a person feels discomfort, he will quickly leave the store, which means he will not make an impulse acquisition. Moreover, improper registration of the premises may cause the client to no longer return here.