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Supermarket Layout and Planning

The home and food retail environment has seen a change from stores offering personal service to supermarkets with a self service ethos. That does not mean that customers cannot be guided to particular products or offers - it just means that more subtle methods are used. One way in which customers can be guided and directed is through store planning and layout. Experience and research has provided a number of ways in which suggestions can be put to customers through store design.

If you are a supermarket customer, you should be aware of these so you can make an informed decision about the way you shop. If you are a store owner, there are techniques you can learn from the big supermarkets.

Open Invitation

Supermarket store layout Store layout begins outside the supermarket, a bit like 'kerb appeal' when selling a home. The windows tend to be large and bright, with a tempting display of products to entice the customer inside. The invitation is often reinforced by having an entrance that is always open, with a curtain of warm or cool air, depending on the climate. Where weather conditions do not permit this, the entrance doors are automated and give as little hindrence as possible.

Decompression Zone

Immediately inside the entrance to the supermarket is the 'decompression zone'. This is where customers 'recover' from the environment outside. Spectacles are de-misted, umbrellas folded away, car keys pocketed, sunglasses removed, and the customer gets used to the new environment. At this point their thoughts are not on buying, so this is not an area suitable for intensive selling. The only appropriate sales area here is at the very back of the zone.

Tendency to Look Right

It has long been known that over 75% of customers tend to look right when entering a supermarket - it's simply the way the world is. 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.

Dwell Zone

On passing through the decompression zone, customers enter the 'dwell zone'. This is an area where they will slow down to a pace more suitable for shopping, often stopping in their tracks. Newspapers and snack foods are often sold here.

Power Isle

The Power Isle is a major ‘motorway’ through the center of the store. It is the route people return to after venturing into nearby isles, and is a route everyone passes through. The strongest offers are displayed here, showing customers which departments have bargains, and drawing them in to these areas. Be aware you are being sold to as you walk through here. You may want to make it work for you, and if you have limited time, always visit the power isle to check the offers.

Food Adjacencies

We are generally quite lazy when visiting the supermarket, and like to find quick solutions to mealtime problems. When you come across a stand selling pasta, pasta sauce, ciabatta and diced chicken, you have found a quick option for an evening meal. Other food and products that have similar relationships can be sold together, so that even if one or two of the components are over-priced, it is simpler to buy the set in one place, than to visit a number of stores looking for better deals.

Location of essentials

Everyday food items such as bread, milk and cereals are placed at the back of a supermarket. This means that customers must walk past seasonal products and special offers to get to them. The technique maximises the exposure of less commonly bought goods.

Stock Rotation

When customers shop in a store regularly, they will tend to buy the necessary items on their list and walk out. This can become an almost robotic process, with little thought given to what is bought or what other options might be available. To break the pattern, the location of individual products is often changed on a regular basis. This means customers have to look for the products, and explore other products and offers.