Layout Secrets of the Big Retail Chains - Part2

 

 

1. Steer customers to the right

Retailers should design their stores to draw shoppers to the right side of the entryway. Studies have shown that most people naturally look first left, then right as they enter a store, says Brian Dyches, chief experience officer of retail branding firm Ikonic Tonic in Los Angeles. Shoppers usually then prefer to move right and walk counter-clockwise around the store. 

For instance, enter a Safeway grocery store in the chain's upscale Marketplace format, and your eye is drawn to the floral department on the right. The bright colors and floral scents remind shoppers of happy times in their lives, Dyches says, both putting them in a good mood and encouraging them to move right and begin walking the store counter-clockwise 

At 136-year-old Hermann Furniture in Brenham, Texas, visitors enter a foyer dominated by a round table of seasonal merchandise. Shoppers must pause at the table and decide how to navigate around it. A wider aisle on the right encourages them to move around the table in that direction. 

2. Lead them somewhere

Often, small retailers fail to put a compelling display at the end of an aisle, says store designer Cahan. "They create an aisle that ends at nothing, either a back wall or a stockroom or the bathroom." 

Instead, Dyches says, retailers might use a long aisle to lead customers to a new department laid out perpendicular to other racks.

.Please follow this article on part 3

Compiled in Editorial Board of Retailiran

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