What are the key elements of a successful store layout audit?

A store layout audit is a systematic review of how your store design, fixtures, signage, and merchandising affect your customers' shopping experience and your sales performance. It can help you identify strengths, weaknesses, opportunities, and threats in your store layout and suggest improvements based on best practices and customer feedback. In this article, we'll discuss what are the key elements of a successful store layout audit and how to conduct one effectively.

1 Objectives and criteria

Before you start your store layout audit, you need to define your objectives and criteria. What are you trying to achieve with your store layout? How will you measure your success? What are the key performance indicators (KPIs) that reflect your goals? For example, you may want to increase foot traffic, dwell time, conversion rate, average transaction value, or customer satisfaction. You also need to establish the standards and benchmarks that you will use to evaluate your store layout against your competitors, industry norms, or best practices.

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Gemma Johnson

Senior Manager - Equality & Regional Engagement Programmes @ Small Business Britain | Maker & Founder @ It Started With a Stitch
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The most important thing for me first of all is getting the customer through the door and into the shop. This means that the external look of the store is the starting point, along with what you see first as you enter. Once in, I want the customer to want to walk around the entire shop and take in what we have to offer. This means that the fixtures and displays need to be laid out in such a way that encourages that. We have brands that are really well known alongside some that aren’t as well established so where they are positioned makes a huge difference. We have loosely designated ‘areas’ within the shop, especially for things such as children’s products as it’s a bit more niche and makes it easy for people to find what they need.

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Lori Murphy

Store Manager Super User at 5 Below
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Window shopping still exists. A customer outside looking in, wants a well laid out store that is clean and inviting and looks easy to navigate. It's all about first impressions that carry through to the end. ADA clearance with fixtures allows your customers to know you are all inclusive. Making your check out experience easy to navigate with well placed product that is grab and go and doesn't warrant a stop and browse is important. It adds that one more item as the customer engages the check out line. Keeping the flow simple and easy to navigate with your layout increases word of mouth foot traffic, repeat customers, and a higher average dollar sale because customer want easy, not a flea market.

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2 Data collection and analysis

The next step is to collect and analyze data that can help you assess your store layout. You can observe customer behavior, conduct surveys or interviews, review sales reports, and use tools such as heat maps or eye tracking to track customer movements. Additionally, it's useful to compare your store layout with competitors' or industry leaders' to identify gaps and opportunities. All of these methods and sources can provide valuable insights into your store layout and how it affects your sales performance.

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Lori Murphy

Store Manager Super User at 5 Below
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One of the best ways to collect data is customer interaction in real time. Basic customer service gives you the engagement you need to speak to a customer and customers will talk. They first hand tell you how they like your store. They let you know if things were easy to find, if they'll be back. Then you can use your engagement to add to your survey heat maps to better coach your associates.

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3 Findings and recommendations

Based on the data you collected and analyzed, you need to summarize your findings and recommendations in a clear and concise report. You should highlight the main strengths and weaknesses of your store layout, the areas that need improvement or change, and the actions that you suggest to achieve your objectives. You should also prioritize your recommendations based on their urgency, feasibility, and impact. You should provide evidence and rationale for your recommendations, as well as the expected outcomes and benefits.

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4 Implementation and evaluation

The final step is to implement and evaluate your recommendations. You need to plan and execute the changes that you proposed in your store layout audit, such as rearranging fixtures, updating signage, refreshing merchandising, or adding new features. You also need to monitor and measure the results of your changes, such as the changes in customer behavior, satisfaction, and sales performance. You should compare the before and after data to see if your changes achieved your objectives and met your criteria. You should also solicit feedback from customers, staff, or experts to see if they noticed and appreciated the changes. You should document and report the outcomes and impacts of your store layout audit and make adjustments as needed.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jim Piercy

Over 20 years experience in new store openings, store operations, retail renovations and shelf management
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Never lose sight on your ROI, and the customer. Buzz phases like “Retail is detail” are as current today as they were 20 years ago. Keep layouts consistent from location to location and “ Inspect what you expect”

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Lori Murphy

Store Manager Super User at 5 Below
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Stay fluid and open minded. Freedom within the framework is good for finding what works best with your layout. Set it to plan the first time, check your data, then readjust. Don't be rigid and don't be afraid to fail.

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What are the key elements of a successful store layout audit?

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1 Objectives and criteria

2 Data collection and analysis

3 Findings and recommendations

4 Implementation and evaluation

5 Here’s what else to consider

Visual Merchandising

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