THE USE OF SPACE Ken Parsons Retailing is basically shopkeepers - PowerPoint PPT Presentation

IMPROVING LAYOUT & THE USE OF SPACE Ken Parsons

Retailing is basically shopkeepers renting serviced space to manufacturers

THE THREE Ss  SPACE  STAFF  STOCK

WHAT DO WE WANT FROM OUR SPACE?  Meet legal requirements  Pleasant place to spend time in  Meet customers’ known needs  Help the store sell more  Easy for staff to maintain & service SOMETIMES NEEDS ARE IN CONFLICT

Before getting clever the basics have to be right !!  Tidy  Clean  Filled up and in-stock  Price tickets etc. in place  Maintained well

HOW CUSTOMERS BEHAVE  Inexperienced shopping  E.g. oven cleaners  Experiential shopping  E.g. fresh produce  Considered shopping  E.g. greetings cards  Grab and go  E.g. newspaper  Impulse shopping  E.g. confectionery

How do supermarkets do it?

Dividing it up  Staff space  Customer space  Stock space

STORE LAYOUTS IT’S SCIENCE, HONESTLY!  Not too crowded  Display stock well  Space for sufficient range  Sell stuff  Retail theatre  Practical store operation  Customer circulation

GRAPH PAPER IS YOUR FRIEND

Outside space

The Strategy for layout ENCOURAGE CUSTOMER CIRCULATION ALLOW CUSTOMERS TO GET OVER THE THRESHOLD - “DECELERATION ZONE” HELP CUSTOMERS VISIT EVERY PART OF THE STORE AVOID QUEUES BLOCKING CIRCULATION ALLOW BROWSING AREAS

PRACTICALITIES  Location of counter is key – front or back?  Refrigeration on wallrun visible from door  Pillars and other obstructions accommodated

A FEW RULES  Aisles at least a metre wide  Gondola height – people able to see over them  Designated promotional/seasonal space  Fittings appropriate e.g. right length counter  Blocking windows undesirable but often necessary – but need to look professional  Don’t overdo the aisle -blockers e.g. dumpbins

PRODUCT POSITIONING  Impulse purchases in high traffic areas  Destination shopping at back  Linked purchases close together  Vulnerable/age restricted lines near counter  Dual site if space permits

EXAMPLES  Newspapers to rear of store  Confectionery in prominent position  Alcohol near counter  Household in low traffic area  Greetings cards in browsing area  Refrigeration round walls

USE OF SHELF SPACE

THE BRAIN IS VERY GOOD AT FILTERING OUT COMPLEXITY – customers only fully see odd bits

EYE LEVEL IS BUY LEVEL Block ranges vertically not horizontally  Ensure shelves are the right depth for the range on them  Use display outers sparingly  If customers can’t see it, they won’t buy it  GOOD – BETTER - BEST

SOME ISSUES  Use your sales figures  Do not cram in too much – balance new lines with discontinuations  Use planograms where available, adapt as necessary  Maintain shelf discipline

THE WORLD KEEPS SPINNING..  REVIEW USE OF SPACE REGULARLY  MAKE SURE  SOMEBODY  IS RESPONSIBLE  FOR SPACE

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