3/30/2015
Aisles That Direct Flow
Judy Sharpton
Left: A covered walkway with endcaps entices the customer down this aisle.
Right: A covered walkway with carts directs the customer through this space.
The single entrance discussed last month is the starting point for controlling the customer’s movement through the store. Controlling movement isn’t some kind of subversive plot; it’s what the customer expects. Every retail environment provides the customer direction through the store. The most common example is the grocery store: a single wide aisle directs the customer in a loop around the exterior of the store where expensive items like fresh seafood are located, while narrower aisles direct the customer up and down the shelves of canned soup. Whatever the model, the customer expects to be directed through the store in some manner that allows her to be comfortable and efficient.
She may want to wander in individual departments, but she doesn’t want to wander the entire store—she wants a wide aisle to follow, wander off and return to. For garden centers, that aisle should be a minimum of 6 ft. and can be as wide as 12 ft. At least one aisle should be clearly the widest aisle in order to provide the customer with direction throughout the store. The aisle should accommodate two carts; that may be two customer carts or one customer cart and one stocking cart. Individual departments where the customer can wander among merchandise, like gift items or bird feeders, may be only one cart wide.
The best method for determining aisle configuration is with a scale site plan. Once the desired aisle plan is on paper, it can be tested in the store with a cart. Sight lines along the customer’s path determine the placement of enticements and slowdowns. One final consideration for sight lines: product overhead can interfere with sight lines. That means no hanging baskets over aisles.
Once the aisle configuration is determined, effective displays can be placed in front of the customer to encourage her to shop the entire store. In addition, dead ends and dead shopping spaces can be identified and marked on the site plan for changes.
Aisles and strategically placed displays are yet another way the store speaks to the customer, allowing her to shop efficiently while still enjoying the walk. She may enjoy wandering; she doesn’t enjoy feeling lost.
GP
Judy Sharpton, LEED Green Associate and member of ARCSA, is a garden center design and renovation specialist with 35 years experience in advertising and promotion, and is the owner of Growing Places Marketing.