Layout and presentation.
WHAT LAYOUT AFFECTS
What customers see How long they stay What they buy beyond what they came for
WHAT TO ESTABLISH
The path customers take through the shop.
WHAT TO PLACE WHERE
- Items people come for: further in
- Impulse items: near the till and along the path
- New and promoted items: where they are seen early
WHY ESSENTIALS FURTHER IN
Customers pass everything else on the way.
WHAT TO AVOID
Cluttered entrances Narrow aisles Stock stored on the floor Anything blocking sight lines
WHY THE ENTRANCE MATTERS
Customers need a moment to adjust, and they do not stop immediately.
WHAT TO KEEP CLEAR
The area just inside the door.
WHAT PRESENTATION REQUIRES
Full-looking displays Faced and tidy shelves Clean surfaces Clear pricing Adequate lighting
WHY FULL DISPLAYS
Depleted shelves suggest a failing shop.
WHAT TO DO ABOUT GAPS
Consolidate, so shelves appear full.
WHAT LIGHTING AFFECTS
Whether products look appealing, and whether the shop feels safe.
WHAT SIGNAGE SHOULD DO
Tell customers where things are State prices clearly Announce anything genuinely worth announcing
WHAT TO AVOID
Signs everywhere, which are ignored.
WHAT TO REVIEW
The shop, from the doorway, as a customer.
HOW OFTEN
Regularly, because you stop seeing it.
