Objectives of Good store Design
Ann walked into the new grocery store that had just opened around the block. Everything looked nice and clean. Her eyes immediately turned towards the sale items displayed prominently at the stores entrance. Here she was excited to find her favorite salt crackers and a box of blueberries.
She then ran to find her favorite drink and there it was in the aisle labeled ‘Juices and Drinks’. She walked around every aisle looking for things she would commonly buy – pasta, cookies, mayonnaise – and she found them all. The aisles were correctly labeled and easy to navigate.
She found a display with jellies that could taste and pick the one she liked. She went through her shopping list in a much shorter time compared to the time she would otherwise take grocery shopping, and she learned about many new products!
While designing the store, Greg had a number of business objectives in mind:
Increased sales per visit
Greg planned to increase sales by strategically placing attractive items at the door to lure the customer in. Other items inside entice them to walk through areas and make more purchases.
For example, a display of organic blueberries on sale can lead them towards the produce section where they’ll find other items not on their shopping list.
Or he could strategically place preferred products next to sale items so that someone browsing through the sales rack would be tempted to purchase another appealing product.
Cost control is the process of identifying business costs and reducing expenses. Design should keep future costs down.
Greg’s layout should allow for reorganizing the aisles and displays (say for holiday themes) without too much effort that can increase labor costs. Some other ideas to consider are:
- Using energy efficient light bulbs and motion detector lights to save on energy.
- Automating tasks for payroll, invoicing and shipping.
- Installing technology to reduce freezer glass condensation and other utility costs.
- Using surveillance systems to discourage theft and shop lifting.