The ten golden rules of the Lay out - The Store manual - Jos de Vries book

This chapter describes the ten golden rules of the
layout design. These rules will provide you with an
overview of the main basic requirements for designing
a customer-oriented layout.

Rule 1 - Layout = Positioning
A layout is an important positioning tool. You can use
the layout to convey to your customers whether your
store is a discounter or a chic design boutique. The manner
in which you guide your customers in the commercial
market is decisive as regards the position you wish to
adopt in the overall market.

Customers associate an obligatory guided tour through
the store with a discount formula. Therefore this gives
you the opportunity to determine how your customers
will perceive your store.
The very opposite of this formula is an open layout presentation
that gives the customer a great deal of freedom
of movement. He or she can go anywhere.
Customers usually associate this layout presentation
type with a rather more upmarket shop.

You should also take a clear position in comparison to
your competitors and position yourself in the market in
a distinctive way. Your layout will not only contribute to
clear positioning, but can also serve to emphasise
distinction.

Rule 2 - The first impression
The following should be kept in mind as it follows naturally
from the idea of the layout as a positioning tool:
‘You never get a second chance to make a first impression’.
It is important to give careful consideration to the
store's entrance, because it will influence the customer's
image of the store.
A large entrance evokes in the customer the notion of an
upmarket shopping experience. You will achieve the
opposite if you create a small and narrow store entrance,
which the customer will associate with a discounter.

Rule 3 - A familiar route
When designing a layout, it is of crucial importance to
take into account, at an early stage, the way in which
customers will be led through the store. A ‘slightly compulsory
The Store Manual
Jos de Vries The Retail Company
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English Chapter 4 Concept phase Tool 1

tour’ is recommended. You should give the
customer the feeling that the route he has taken in the
store was his own decision. On the other hand, from a
commercial point of view, it is absolutely necessary to
lead the customer along all the important departments
of the store. Not just for the sake of turnover, but also
for the sake of customer satisfaction. There is no greater
source of annoyance for a customer than not being able
to find the product he or she needs.

Rule 4 - The usefulness of the ‘Layout toolbox’
In principle, a layout should consist of several elements.
A well-attuned and changing rhythm ensures not only
that the customer feels at ease, but also that he or she
takes this pleasant feeling home.

Lines of sight
Lines of sight always run along the aisle; the longer the
aisle, the better the customers can see what is at the
end of it.

Eye-catchers
Eye-catchers located at the end of the aisle are a highly
effective communication tool; examples are: graphic elements,
special product presentations or special offers.

Walk routes
To lead the customer through the store, it obviously
makes sense to integrate the walk routes; the walk route
will then not only lead the customer through the store,
but also serves as a reference point.

Dedicated rooms
As early as in ancient times, certain rooms were dedicated
to various events; it makes sense to allow for dedicated
rooms for different commercial purposes when designing
the layout, such as for instance displaying certain
special offers.

Space
Creating space in a layout design contributes to the
maximum presentation of, for instance, special product
groups. Space creates order for the customer and thus
leads to a pleasant shopping experience. It is important
not to arrange a room in such a way that it becomes
small or too narrow, because this will have the opposite
effect.