Rationale

The layout of any store must make a bold statement as to the type of business it is. It should also meet the purchase requirements of its main customer base. The layout of the store affects the way the customer feels and can affect how much or little they purchase. You must manage the store layout so that most profitable stock is in the appropriate place and you have given it the correct amount of space.

Rationale Gallery
Rationale

Make sure you allocate space for products relevant to your consumers i.e. don’t stock large amounts of petfood if your store is surrounded by high rise flats which do not permits cats and dogs. All retailers have to use every inch of space in the store to it’s max potential. Prime position must be used for the most profitable stock. You can use your overall layout to create the right atmosphere, the right environment, so that consumers will feel comfortable and be encouraged to walk through the entire store, purchasing product and additional items as they go. Before you start implementing product ranges, thought has to be given to the general store. Consideration must be given to the position of the door, counter, wall and gondola shelving, refrigeration, aisle widths, ceiling levels, type of lighting and flooring. The following suggestions will help you consider your store layout more carefully.

Layout Planning

It must be recognised that all stores are different; not just in terms of trading but in architecture. When planning store layouts provision has to be made for the position of doors, windows, steps and columns etc. as well as service features like Post Office, Food Service Counter and Instore Bakeries. Security implications must be planned for, together with any legal requirements as may be contained in Off License applications. Then there are the customer requirements: the type of people, the time of day, week or the season. Is the store urban or rural based? Is it at a holiday resort or next to a school? Access for disabled or physically impaired, where their is legislation governing such requirements These considerations, along with many more, have led Mace to avoid the so-called "Average Store" layout plan. However there are several standard principles of layout and merchandising design which should be followed:

Product Positioning

Impulse
Confectionery, Hand Held Ice Cream, Standard Crisps and Snacks, Impulse Soft Drinks. These products have to be ‘seen’ in order to be bought; they must be given the highest profile locations on the main customer traffic flow routes.


Demand
Standard Canned & Packet Grocery, Household & Non Foods. Products groups should be placed with regard to 'meal occasions' or by menu style grouping: Soup, Fish, Meats and Ready Meals etc. Dried Pasta with Cooking Sauce; Condiments and Pickles; Carbonates & Mixer Drinks near Alcohol; Biscuits, Bread and Cake, Home Laundry with Housewares/Bags & Wraps; Infant Food with Nappies etc


Browsing
Greetings Cards, Tapes & CD's, News and Magazines These products will normally have a degree of pulling power but should be clearly visible from the entrance door. As such displays may attract a crowd from time to time, they should be positioned away from the door or counter so as not to impede traffic flows.


Promotions
Whenever possible space should be allocated to promotions and seasonal events. Gondola end units are ideal for this purpose.

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