From determining where different category products will be placed, to how the in-store advertising material will be displayed there is no doubt that shelf-product placement and SKUs prompt shoppers to purchase products they may never have had any intention of buying, which eventually fetches more sales for retailers.

Does retail success only lie in merchandising planning, though? Well, let’s just say this is one part of the equation to maximizing retail sales. Want to know another very important part? Aisle Spacing!

Yes, this is an effective retail layout strategy that can boost retail sales dramatically. Before we get down to business and share with you some great tips to work out your aisle spacing, let’s take a look at how Walmart learned the impact of aisle spacing phenomenon on sales the hard way.

In 2009, Walmart conducted a customer survey in an effort to improve their customer’s retail experience. According to the survey data, Walmart had to overhaul the approach of displaying inventory on the sales floor. They removed 15% of the store’s inventory. The retail giant created more space between the aisles by decreasing the merchandise in store, stocked on the aisle end caps and also shortened shelf height. The outcome from a business point of view was shattering. The sales plummeted $1.85 billion. In the quest of giving a cleaner and a spacious store to the customers and a better retail experience, they sacrificed their retail sales. Eventually they reverted to ensure they didn’t lose even more sales.

After years of shedding inventory and clearing store lanes for a cleaner, wider and more appealing look, retailers across the country are now adding more inventory and opting for narrow spacing in stores. This most certainly doesn’t mean that you cramp up the space and make it impossible for shoppers to walk-through, though, especially if you provide shopping carts.

Understanding the Aisle Width Mantra to Power up Sales

First things first, developing a good understanding of aisle width (i.e., selecting the right width) can increase your sales. Here’s how aisle width is connected with retail sales: where wide and long aisles facilitate movement for buyers and deliver a good shopping experience, they also encourage customers to walk briskly past merchandise they might otherwise be interested in purchasing.

Narrow aisles on the other hand may restrict easy movement (and sometimes even hamper foot traffic), but such aisles encourage browsing. There is a thin line, however, between narrow and clogged aisles. Clogged aisles can frustrate customers and lead to premature departure, which is something no retailer wants.

Are we suggesting narrow aisles? No. Narrow aisles may not be the best bet for you, if you have a small store. The crux of the matter is to select aisle spacing according to your store type.

Choosing the Right Aisle Width: Strike a Balance

Wide aisles encourage customers to power walk to the merchandise they have come to the store for; this may be a good idea for big box stores, but not so good for specialty stores. Studies show that a customer spends, on average, eight minutes shopping in a single store. This means it is practically impossible for them to see a large number of SKUs in such a short time.

The idea is to slow the customers down to get them to see more products, while acoiding traffic jams in your store.

• The best strategy is to select aisles that are narrow enough to force customers to slow down, but at the same time still be wide enough that shoppers are still able to notice the products displayed. Strike a balance.
• Make sure the area in your store is wide enough for two people to pass one another at the same time. This means a minimum of three to four feet is good enough.
• If you provide shopping carts, then an aisle width should be enough to accommodate two (side by side) shopping carts.
• Beware of the butt-brush effect where the typical customer may avoid perusing merchandise if it brings another customer’s backside into close proximity. To avoid this, make sure aisles and floor space allows patrons adequate personal space in your store.