Merchandising Know-How: Study of store layouts -- which one is best for you? - SNEWS

Merchandising Know-How: Study of store layouts -- which one is best for you?

A recent article in the Dallas Morning News reported that retailers are gearing up for a "more organized" Christmas. To keep shoppers spending, retailers are planning free shipping, lower prices, customized gifts and remodeled store layouts.

A recent article in the Dallas Morning News reported that retailers are gearing up for a "more organized" Christmas. To keep shoppers spending, retailers are planning free shipping, lower prices, customized gifts and remodeled store layouts.

It was the "remodeled layouts" that caught my eye because the layout of a retail store influences the way customers move through the store and, consequently, the products they see. Although the layout is influenced by the size and shape of the store, it is possible to direct the flow of traffic and pull and push customers into different areas. Research has found that customers who shop an entire store buy more than those who shop only in selected areas.

There are three main types of layouts: grid, free flow and racetrack.

Grid -- In a grid layout, aisles are in straight lines from the front of the store to the rear. Grocery stores are a good example of stores using grid layouts. This simple arrangement is easy for customers to use and lends itself to the practice of placing destination products in the rear of the store to force customers to walk by other items.

There is a type of grid pattern that utilizes a central aisle down the middle of the store with secondary aisles stemming off both sides rather like tree branches. This is more adaptable to specialty retail, but not always the best arrangement because of the customers' tendency to bypass the side aisles and walk down the central aisle to the rear of the store and back out.

Free Flow -- In a free flow layout, irregular fixture arrangement leads to greater flexibility for both the positioning of fixtures and shopper movement through the store. This method is more appealing than the grid layout and more adaptable to specialty retail. However, it does not always make the best use of space. If too many fixtures are used, the overall effect can be overcrowding and narrow aisles. Customers do not like to be crowded when browsing a rack.

Racetrack -- The racetrack configuration works well in large stores and those rectangular in shape. The aisle begins at the entrance and moves around the store like a racetrack. Customers customarily move to the right and follow the aisle around the store. Smaller aisles lead off the racetrack to the walls. This layout, with its secondary aisles, exposes customers to a lot of merchandise as they move to the walls and back to the main aisle.

It behooves retailers to do tracking surveys to identify how people move through their stores. These can be informal and performed by watching customer movement and marking on a store schematic where purchases are made and where they are considered but not made. The results of the survey can help retailers decide where items should be placed to maximize sales and how to prevent overcrowding and "dead spots" in certain areas of the store. Research has shown that sales have increased 11 percent due to layout changes following a tracking study.

Sharon Leicham is the creator of The MerchandisingHUB, the author of "Merchandising Your Way to Success" and "How to Sell to Women" and is a regular columnist for SNEWS® writing on merchandising and marketing topics. You can access all of her columns by going to, where you will find tons of information targeted at the needs of the independent specialty retailer. You can email us with questions and comments at

For more retail training support and know-how, be sure to check out the SNEWS® Business 101 tools and stories, including our 10-part Retail Merchandising Training series produced by SNEWS®, including a useful online calculator for performing the most common retail merchandising calculations -- free to All Access Subscribers.


Merchandising Know-How: Moving customers through the store

Whether you are designing a new store, remodeling an existing one or just rearranging your fixtures, one of your first considerations will be how you want people to move through the store. It’s an important consideration because you want them to come in contact with all of your more

Merchandising Know-How: Tracking customers in-store

Do you know how long customers stay in your store? How they move through your store? Or, the size of the average customer purchase related to location in your store? If you do, you can stop reading, but, if you don't, you'll want to read on to learn the methods of tracking more

Merchandising Know-How: What do your customers think of your store?

Do you have a good handle on how customers perceive your store? You might want to find out, as recent studies have shown that just having satisfied or even loyal customers is not enough these days. As the marketplace becomes more competitive, shopper satisfaction does not more

Merchandising Know-How: Have you heard?

There are a lot of insights on how customer behaviors and preferences influence their buying habits circulating around the web. Every so often, something pops up that is relevant to those of us in the outdoor industry. Here are some of the latest finds: >> Per capita, Americans more

Merchandising Know-How: On Sale

Getting the most out of post-holiday sales. One of the most important, but often-abused events of the retail calendar is the after-Christmas sale. Love it or hate it, in-store sales continue to provide the motivation for many consumers to become customers and for retailers to more

Merchandising Know-How: Tips for fall merchandising

A recent article in Women's Wear Daily lauded this fall's outerwear, stating it is like never before because of the variety of fabrics, colors and silhouettes. As a result, customers have more opportunities than ever before to buy something really new. Underscoring the adage that more

Merchandising Know-How: Is it time for a color change?

Take a look around your store. Is it time for a new paint job? If so, you have a lot of options to consider. However, working with color can be tricky. If you are going to stick with white, you may have fewer sleepless nights wondering what a fresh coat of paint in a not-so-basic more

Merchandising Know-How: Favorite New Merchandising Tools

I'm always on the lookout for new, cool merchandising items that I can tell retailers about. One of the best places to find new things is the GlobalShop trade show held each year in March. It moves around from city to city, and this year was held in Orlando, Fla. There's always more

Merchandising Know-How: Buying on Impulse

“An impulse purchase is an unplanned or otherwise spontaneous purchase. One who tends to make such purchases is referred to as an impulse buyer.” --WikipediaImpulse buying generates more than $4 billion in annual sales volume in the United States, according to reports. Is buying more