What data do you need before rearranging a store layout?
Before rearranging a store layout, gather foot traffic patterns, purchase history and external factors, since analysing these is what allows a retailer to optimise store layout and design 1. KPMG frames this as choosing allocation strategies from real-time selling data rather than relying on intuition, which also supports decisions about the right blend of merchandise for each geographic area and even about changing store sizes 1.
Mapping how shoppers move
The DOOH & In-Store Retail Media Playbook 2024 recommends starting by mapping the typical customer journey within the store 2. That mapping should identify key decision points, high-traffic areas, the common routes shoppers take, and popular dwell areas 2. The playbook also distinguishes between common store areas and specific granular pathing, because the two have different layouts and need to be understood separately 2.
Physical and product inputs
Alongside movement data, a layout change draws on the physical layout of the store, shelf space and product attributes, which together determine the optimal placement for each item 2. Store size and ambience are further inputs when deciding what merchandise a particular location should carry 1.
What the data is for
The goal of arranging products with this information is to mirror the natural shopping behaviour and preferences of the target customer, making it easier for shoppers to find what they came for and to discover new products 2. On the commercial side, basing allocation on real-time selling data helps improve inventory investment and profitability 1.