The aim of layout planning is to optimize movement, reduce congestion, and maximize use of space.
1. Optimize Movement – in an office, or a backroom area, the aim will be to reduce movement. However, in a retail store situation such as a supermarket, the aim might be to have a layout that will increase the distance to be traveled by the customer. For example, customers are channeled up and down aisles, and the actual distance traveled is maximized rather than minimized so that the customers are obliged to pass by brightly colored and attractively presented goods.
2. Reduce Congestion – the objective of layout planning is to add value, and to eliminate non-value-adding activities. Seldom is value added by having customers waiting in queues. Time spent waiting does not add to sales, and merely adds to congestion. There is a limit to how long people will queue, no matter how good the service or product at the end of the queue.
3. Maximize Use of Space – space costs money so it is important to make the best use of space.
Considerations in Layout Planning for Supermarket
1. Use of Space
The available space is important. Space is important, as it is equivalent to earnings. Increasing space productivity represents a powerful truism in retailing – the more well presented merchandise customers are exposed to, the more they tend to buy. By careful planning of the store layout, retailers can encourage customers to flow through more shopping areas, and see a wider variety of merchandise.
2. Distance Traveled
Distance traveled by the customer is also important. For the supermarket the criterion might be to make the most use of selling space by increasing the distance traveled by customers.
Attention is given to store layout patterns in ensuring that customers are free to travel around the supermarket. Store layout patterns are carefully designed by retailers for maximum utilization. Two common approaches are the grid and free-form layout. The grid layout is very popular especially with supermarkets. Customers travel up on one aisle and then down the next. The free form does not encourage customers to follow a pre-arranged path when walking through a store. There are no rows of fixtures. Instead irregular shapes characterize racks and counters. Customers can walk in many directions to examine merchandise.
3. Flexibility
Ideally, layouts should be flexible and easily changed. To this extent, movable and preferably free-standing partitions are recommended. In order to maximize the floor are and to change according to the demands and changes in customer preference, the layout must be flexible and easy to change.
4. Comfort
Comfort is another consideration. The retailer must ensure that the needs and requirements of the customers when it comes to their shopping experience are met. Obstructions and potentially hazardous materials must be removed. There are three elements that affect customer comfort. These are:
- Ambient Conditions – such as lighting, sound, smell, and temperature. All of these affect workers and customer and can affect how much is spent and how long a person stays in the supermarket.
- Spatial Layout and Functionality – which involve customer circulation path planning, aisle characteristics and product grouping.
- Signs, Symbols and Artifacts – encourage shoppers to slow down and browse.
5. Security
The mind-set of retailers is to make a profit by using the best possible strategies when selecting a site and designing a store. Much thought goes into these plans. An important consideration when planning physical security is the various levels of protection required at retail stores during each 24-hour period. The sales period during the day requires a free flow of customers with limited access controls. During this time, most alarms are deactivated and more doors are unlocked than at any other period. Loss prevention is a primary strategy. The second time frame, the preparation period, involves store activities in preparation of the store to open in the morning and close at the end of the day. During these times, customers are barred from the store. The third time frame that requires intense security is during the closed period, when the store is closed for the night. All doors are locked, and all perimeter and internal intrusion alarms are activated.
Credit:ivythesis.typepad.com
0 comments:
Post a Comment