Zoning

There are three main zones that can be distinguished in a retail space:
- entrance area;
- cash desk zone;
- Zone of the main customers' flow.

Entrance zone

It is important that immediately behind the entrance to the store there is an unoccupied space, from two steps up to a few meters, depending on the format of the store.

Shoppers need a transition space, an adaptation zone. Here the customer's attention shifts from what was around him on the street to what's going on in the store.

Next, the entry area houses merchandise that encourages the visitor to buy something right now. This is an area of sales, special offers and seasonal merchandise, attractive and at bargain prices.

Checkout area.

One of the most profitable places in the store. Many impulse purchases are made here. Standing in a queue, a customer has enough time to carefully study the products on the racks within the checkout area.

Traditionally, impulse purchases include sweets, chewing gum, magazines, cigarettes, lighters, razors, batteries, various small household and other products.

The task of the store is to influence the decision of the visitor to make a purchase. Particular attention should be paid to the location of goods on the shelves, the largest goods are placed just below eye level, the smallest and most popular goods - at eye level and above.

The main customer flow area

The most important zone in the sales area. The success of the store directly depends on the efficiency of its organization.

In most stores the customer flow is directed along the perimeter of the hall counterclockwise.

To do this, firstly, the main flow zone should be marked out visually. The aisle should be wider than the others to emphasize that it is the main flow. For example, it can be highlighted by markings on the floor and signs. This creates a feeling of orderliness and removes from the customers the responsibility of choosing their path. The larger the store, the clearer the main shopping route should be.

Most stores have one main customer flow. Bigger stores, over 3-5 000 sq.m., may have two or more such zones.

Secondly, customer flow is organized by placing different assortment groups of goods in certain areas of the sales floor.

It is necessary to determine the products that attract the majority of customers. Such products are called flow-forming products. The route visitors have to go around the store should provide an increase in the amount of purchase, i.e. go through as many assortment zones as possible. When developing a route it is necessary to take into account many factors: product proximity, type of demand, conditions of product presentation, viewability of the sales area, advertising placement, navigation.

Everyday goods

Demanded every day by the greatest number of customers.
For a grocery supermarket these are meat delicatessen, vegetables, dairy products, bakery products. For a clothing store it is knitwear - sweaters, T-shirts and sweaters, casual pants and skirts, jeans. For a construction materials store, these are dry construction mixes, paints, wallpaper and glue.

These product groups should be located along the outer perimeter of the sales floor, far from the entrance, forming several so-called "golden triangles", spaces whose corners are the walking goods group, the entrance area and the cash register area. On the way there, we force the customer to look around the entire sales area and make unplanned impulse purchases inside the "golden triangle.

When placing product groups, the logic of joint consumption is also important. When a customer feels the need to buy one product, he is more likely to take others that satisfy a similar need. For example, many people buy expensive alcohol and chocolate for the holidays, so it's better to place them side by side.
Goods of periodic demand

This group of goods is distinguished mainly for grocery stores.

This, for example, canned goods, cereals, sugar and other long-lasting goods.

For stores of other product directions instead of this group the goods of target demand are allocated. That is such goods, for which customers come specially, looking for them, choose, and are unlikely to buy just coming into the store. Goods of target demand in the store of building materials - plumbing fixtures, flooring, tiles, doors. For the appliance store - all large appliances (refrigerators, stoves, washing machines and dishwashers), video equipment (TVs, home cinemas). For a clothing store, it's a business suit, coat or fur coat, for example.

These items are better placed in the center of the hall, attracting customers' attention to new products or special offers with the help of highly visible POS materials.

Goods of impulse demand

Purchase of these goods is usually not planned, so they are placed in the "hot" zones of the sales area: at the entrance to the sales area; in the places of the most intensive customer flows; in the cash desk area. There they are in sight of most visitors, stimulating them to make impulse purchases.

In stores of home appliances and electronics it can be extension cords, chargers, batteries, car holders for phones and tablets, cases and bags for digital equipment.
In grocery stores it's chewing gum, candy, drinks, newspapers and magazines, batteries and disposable razors, flowers, and any small items at a special discounted price.

In some cases, the organization of the main customer flow may not coincide with the perimeter of the store: if the store represents mainly goods of targeted demand and few goods of impulse demand (tools, auto parts, building materials). In this case, a layout with the main aisle in the central part of the store with side aisles away from it can be applied.

Priority locations in the sales area

Determined according to the path most shoppers take.
Priority locations are in the three main areas of the sales floor: the entrance area, the main customer flow area, and the checkout area.

These areas have a much higher customer flow than the colder areas - internal aisles between shelves, dead ends and pockets.

For most stores, the beginning of the customer flow is a higher priority. For example, when buying groceries, a person immediately puts the item that caught their eye in the cart, and then - due to fatigue and the fact that some purchases have already been made - their attention is dulled. Similarly the beginning of the shelf will be a hot zone.

When choosing non-food items - clothes and shoes, household appliances - on the contrary, the buyer believes that the most interesting is yet to come. Therefore, the main attention of buyers is drawn to the goods located in the second third and at the end of the buyer's flow or racking.

Additional points of sale

For impulse and high-turnover items, additional points of sale are arranged, as they increase the likelihood of purchase.

Additional points of sale should be located separately from the main points of sale and from each other. Otherwise, such point of sale becomes an extension of the main one and serves only as a place to store additional units of products.
In addition, products should not be taken from the main place to the additional place. At the additional place of sale it is simply duplicated. Otherwise a regular customer won't find it at the usual place of sale and won't make a purchase.

Let's take the example of a grocery supermarket as an example of zoning and space allocation in the sales area.

The right wall of the sales floor from the entrance is considered the winning area in the hall. It is the beginning of the route of almost all customers who enter the store. It is the right wall that creates the first and most vivid impression of the store. At the right wall traditionally lay out fruits and vegetables, in large format stores - non-food items, so that before the goods of daily demand the buyer passed first by the appliances, crockery, bedding, purchases of which were not planned. On the way to the right wall immediately after entering the store place goods of impulse demand: novelties or goods at a special price.

Rear (long) wall of the sales floor

The second most important wall. If the right wall is lined with fruits and vegetables, the back wall is used to place meat and milk. These departments are used as "anchors", forcing customers to walk through the entire sales floor and make additional purchases, including impulse purchases, along the way.

Left end wall.

Is the third most important section of the sales floor. It's where the sales floor walk-through ends and where the amount of money that the customer intended to spend on shopping ends. Therefore it is advisable to place the goods of daily demand in this area: milk and dairy products, bakery, bread.

The center of the hall

A place for the grocery department. Shoppers' flows are not too intense here. Shoppers first inspect and buy goods located near the right end wall, then go through the grocery to the "anchors" of the back wall. After passing them, they return to the grocery, but not to the center, and only examine a few of the outermost racks.

Corners of the sales floor.

Typically, shoppers circle the corners in quick strides, unless there are particularly eye-catching items being sold there. The optimal use of the corner area is to place small departments there that the buyer immediately sees and recognizes: the tea department, the delicatessen department. It is effective to place in corners the departments where food is prepared, such as grilled chickens, kebabs, pastries and more. In this case, appetizing smells attract customers.

In today's market, stores are forced to look for solutions that increase traffic and loyalty. It's not enough to just sell products, you have to create a special atmosphere for shopping.