Understanding Customer Traffic Flows to Better Optimize the Impact of Retail Cardboard Displays

Understanding Customer Traffic Flows to Better Optimize the Impact of Retail Cardboard Displays

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You cannot modify the layout of a retail store or change the configuration of aisles and the way items are placed inside a store. But you can better understand a store’s customer traffic patterns. By understanding customer traffic patterns you can better understand the most optimal locations for your in store cardboard displays. Your first assumption may be to place your display in the most high traffic area. But is it possible that customers are moving too fast to notice your display? There are a number of important considerations to make when assessing the most optimal place to locate your cardboard display.

The effect of store layout on purchasing behaviour

First of all it’s quite possible that the retail store you are adding your in store display to has an inherently bad layout. Customers may be spending less time inside the store than the average for a similar retail store. Or the store might simply be in a geographic location that does not attract many visitors. But regardless, by understanding the store’s existing layout it’s still possible to optimize the location of the display.

Most people are right handed and most people are also right footed. This means that most people will turn to the right and walk in a counterclockwise direction through the store. As people move through the aisles they will tend to move faster through wide aisles and slow down and browse through narrow aisles. However, if aisles are too narrow they will become congested and this will encourage people to leave the store. Having optimal aisle width helps to keep people browsing while helping to move as many people through the aisles as possible. Additionally, people are drawn to light. If there is more light towards the back of the store customers will be drawn to these areas. If the front of the store is poorly lit relative to the back of the store your retail display may be briefly noticed but customers may not stop long enough to take in your product. Customers also need a bit of time as they enter the store to mentally process a new environment.

The effect of store merchandise

Customers also buy certain items in various predictable patterns. For example high demand items will naturally receive significant attention. If high demand items are placed towards the back of the store customers will be forced to move through the store, providing a possible opportunity. So for example if customers move in counterclockwise direct, spend on average of eight minutes shopping, and are drawn to the back with high demand products, then placing your display towards the back right might be most beneficial. However, it may be least beneficial to place your display towards the front in a wide low lit aisle.

Understanding traffic flows and buying behavior of various products located throughout the store can significantly impact your bottom line.

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