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
۷۵% 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.
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.
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.
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.
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.
Compiled in Editorial Board of Retailiran