A store’s layout has a huge impact on its performance. It is important to constantly evaluate how the layout is working and how fixtures work as a whole. The layout of a store should welcome customers in with attractive displays arranged in a cohesive design. I will discuss ways to draw shoppers into you store with attractive displays further below, as well as how to evaluate floor space performance. In addition I will discuss ways to improve the shopping experience, making it easier and more shopper-friendly.

DRAW SHOPPERS IN

Use your fixtures to create eye-catching displays in store windows and at the front of your store. These displays are important to initially grabbing shoppers’ attention. Often the customer experience begins the minute a shopper sees your store—even before he or she walks in. Do not be afraid to use creative and innovative tactics when displaying your merchandise. A great way to find new ideas and spark creativity is by browsing through magazines, photography blogs, or Pinterest. One of the first steps to developing a window or front display is to know your customer base. Are your customer targets young, trendy people in their twenties? Are they middle-aged moms with kids? Or are they retired but still active couples? Tailor your fixtures and displays to your typical shoppers’ interests and experiences. Sean Reed, the CEO of Fashion Media, urges retailers to not underestimate the power of a window display. “Window displays are important in retail stores throughout the world extending from high streets to the mall environment. They are the shop front to consumers and influence the consumer’s decision on whether to enter the store or not,” he says. Another point to keep in mind is never obscuring a shopper’s view. Arrange products and fixtures in a way so they can still see to back of store. This helps entice them to walk through the entire store.

EVALUATE FLOOR SPACE PERFORMANCE 

How does the performance of your fixtures measure up as a whole? Your store has a limited amount of space; that is why maximizing each square foot is so important. An excellent way to measure your floor space’s productivity is by looking at each of the following factors:

• Store margin contribution
• Sales per square foot Net profit (store)
• Average transaction
• Items per ticket Conversion rate / traffic

Another way to measure the productivity of your floor is to look at sales per square foot. Simply divide your store’s total sales by the square footage of selling area in your store. Keep in mind that store selling area does not include cash register or checkout space, supply or storage rooms, window areas, and dressing rooms (unless it contains a mirror).

EASY SHOPPING 

Using space effectively does not mean crowding your fixtures together. While it may seem tempting to place as many products together as possible, shoppers need to have enough room to move easily throughout the store. For example, in a clothing store, there should be a clear pathway between all the clothing racks and displays on the floors. If your store offers shoppers carts, make sure a cart can fit down each pathway. Making products easy to find and get to is an important part of creating a good customer experience. You will not regret using an extra square inch or two.