Store Layout Strategies (It’s Not Set & Forget!)
Juliet Borshoff | Photo Alchemy Photo Studio
I recently had the pleasure of presenting at the Boosting Prosperity for Bricks & Mortar Retail Operators Workshop for the City of Melville in collaboration with Small Business Development Corporation WA. We explored various topics, including customer experience and connection, integrating in-store and online strategies, store layout techniques, display and design principles.
This made me realize that I had not yet written a blog on store layout so I thought I would remedy this right now and outline some of the key strategies and important components that we covered.
Your store layout is not a "set and forget" strategy. Being strategic with your store layout can influence how customers move through your space, what they engage with, and ultimately what (and how much) they purchase.
Before diving into layout strategies, let’s quickly recap what visual merchandising covers:
The practice of maximizing sales through strategic product placement and store design.
Showcasing the product features and benefits while seamlessly linking in-store and online experiences.
Enhances customer interaction with your brand through immersive activations and in-store events.
Key Areas to Focus On in Store Layout
Your store layout should be optimised for customer flow, engagement, and sales opportunities.
Here are some essential areas and strategies to consider:
Window Displays & Storefront
Your storefront is the first piece of the puzzle of your store layout as it is the first impression and opportunity to catch the attention of passersby. If your exterior lacks effort, customers may assume that you haven’t made an effort inside either! It is also key to helping them understand whether your brand aligns with their interests and values. It needs to be in line with the visuals and brand identity that they may have seen on-line.
Top Tips:
Refresh your storefront regularly.
Use seasonal displays to attract attention.
Tell a compelling brand or themed/ promotional product story. Don’t try to include one of everything you have in store, this will only become visually cluttered and be confusing to the customer.
Plan key visual merchandising and window changes throughout the year.
Decompression Zone
Also known as the transition zone, this is the first few metres inside your entrance, depending on the overall size of your location. This is where customers are getting their bearings, deciding which way to go or if they want to enter at all. This area sets the tone for the store experience and if not too close to the entrance is a key location for your first seasonal display. Shoppers may however overlook signage, baskets, or displays placed too close to the door.
Sight-lines
The phrase “Where the eyes go, the feet will follow” perfectly sums up the power of sight-lines in your store. A sightline refers to the unobstructed view a customer has when looking through store. It plays a crucial role in guiding customer movement and influencing purchasing decisions.
Optimizing Sightlines in Your Store
Keep displays at varying heights to avoid visual blockages.
Place high-impact products at eye level near focal points.
Use lighting, colour contrast, and signage to highlight key areas.
Ensure clear paths that naturally guide customers through the store.
A great sight-line strategy ensures customers easily navigate your space while being drawn to your most important products!
Hot Spots
Hot spots are high-impact display areas designed to grab attention and drive sales. These zones are ideal for featuring new arrivals, promotions, and seasonal products, ensuring they receive maximum exposure. Placing hot spots in high-traffic areas or near key sightlines to enhance engagement and encourage impulse purchases. Poor placement, such as in dimly lit or overlooked corners, can significantly reduce their effectiveness, leading to missed sales opportunities.
Dead Zones
Every store has dead zones- areas with low foot traffic that don’t contribute to sales. This can mean that staff don’t value these areas as well and that they are left as the messy area, with tight aisles, boxes and a generally unwelcoming vibe. If an area at the back of the store does not contribute to sales, then analysing whether it is product based, layout, lighting or signage based is key. There may be opportunities to reinvigorate a location for a dwell zone, brand activation or simply a sales rack that people will be drawn to.
Counter Area
The counter area is one of the best places to capitalize on impulse sales. Thoughtfully curated products near the checkout encourage last-minute purchases while customers wait to pay. Strong visual merchandising, such as neatly arranged small items, themed displays, or limited-time offers, can enhance engagement without overwhelming the space. Consistency is key—ensuring that props, fixtures, and branding align with the overall store aesthetic helps create a seamless and enticing shopping experience.
Product Placement & Grouping
Planning your store layout product layout is ever changing and requires a strategy based on store flow, product categories and design elements such as colour. Making regular changes based on the season or promotion in key locations also encourages repeat visits from regular customers.
Products may be grouped in departments, i.e. by functionality, lifestyle themes or complementary products. Placing destination items, such as popular or essential products (like milk at a supermarket), at the back of the store naturally encourages browsing along the way.
Continuous Review & Adaptation
A great store layout isn’t static, it evolves based on performance, seasonality, and customer behaviour. Implement a review plan after any changes you make:
One-week review: Observe customer movement and engagement.
2–4 weeks: Assess sales data and customer feedback.
Make necessary adjustments and continue optimizing your space.
By continuously refining your store layout and visual merchandising approach, you can create a shopping experience that captures your customers attention, increases dwell time, and ultimately drives more sales.
Until next time,
Juliet