How to design your shop layout and planogram

Your shop's layout is one of the most powerful sales tools you have. The goal is to create a clear, logical path that guides customers past the products you want them to see, making their shopping trip easy and profitable for you. This involves planning the physical layout of your aisles and fixtures to control customer flow, and creating a 'planogram' to decide exactly where each product will live on the shelves.

Step 1: Plan the Customer Journey

Before you place a single shelf, think about how you want customers to move around the space. The aim is to create a natural and comfortable journey from the entrance to the till.

1. Sketch Your Floor Plan: Get the dimensions of your shop floor. You don’t need professional software; a simple sketch on paper with accurate measurements is all you need to start. Mark the entrance, any windows, and fixed features.
2. Define the Path: Most people in the UK naturally turn left upon entering a shop. Use this to your advantage by creating a clear path that flows from left to right, or in a loop around the store. This main path is often called the 'power aisle'.
3. Place Key Items Strategically: Position essential, high-demand products like milk, bread, and newspapers at the back of the store. This encourages customers to walk the full length of the shop, passing by many other products and increasing the chance of impulse purchases.
4. Consider Aisle Width: Ensure your aisles are wide enough for customers to browse comfortably without feeling cramped. They should allow for a pushchair or wheelchair to pass through easily, which is not only good for business but also important for accessibility.
5. Position Your Counter: The sales counter should typically be located near the exit, allowing you to greet customers as they enter and leave, while also having a clear view of the entire shop floor for security.

Step 2: Create Your Planogram

A planogram is a visual diagram that details where every product category is placed on your shelves. It turns your layout into a practical, organised system that makes sense to shoppers.

• Group Related Products: The golden rule is to place items that are often bought together in the same area. For example, put coffee, tea, sugar, and biscuits in the same aisle. Place crisps, snacks, and soft drinks close to each other. This is intuitive for the customer and saves them time.
• Use Shelf Height to Your Advantage: Not all shelf space is equal. Use this hierarchy to maximise sales:
  - Top Shelves: Best for lower-demand, specialist, or lighter items.
  - Eye-Level Shelves: This is your prime real estate. Place your best-selling and highest-margin products here to grab the most attention.
  - Lower Shelves: Ideal for bulkier, heavier items (e.g., multi-packs of drinks) and products that might appeal to children.
• Maximise the Till Area: The area around your counter is the perfect spot for impulse buys. Stock it with confectionery, snacks, drinks, magazines, and other small, high-margin items that customers can easily add to their basket while they wait to pay.

Best Practices for a Winning Layout

Be flexible and observe. Your first layout is your best guess. Watch how customers shop, see what sells, and don't be afraid to move things around. If a product isn't selling, try moving it to a different location before you decide to stop stocking it. Use your sales data to make informed decisions.

Finally, use clear, simple signage to help customers find what they're looking for. A well-lit, clean, and uncluttered environment will make your shop a much more pleasant place to be, encouraging customers to stay longer and come back again.