Sales & Marketing Management

Place display fixtures in a way that will make it easy for customers to move
from one part of the store to another:

Managing customer traffic flow

How you decide to manage customer traffic flow can depend on the type of
store and the merchandise stocked.

FFoorr eexxaammppllee::

If display fixtures are placed at right angles to the entrance or exits of the

store they may:

Block the customers’ view of the interior of the store

Create a feeling that the store is walled off and not easy to move

through. From a psychology point of view, it is important to not

give the customer any negative impressions

It is usually more effective to place display fixtures perpendicular to the

entrance and exits of the store.

It can be quite effective placing them at a 15–20 degree angle to direct

the flow of customers towards certain areas of the store.

Either way the customer is invited to proceed down an aisle and view the

merchandise

FFoorr eexxaammppllee::

If the majority of sales come from various sizes and shapes of equipment

that occupies a considerable amount of space, you may wish to

display this merchandise:

In a centrally located area of the store with easy access to wide doors

exiting the store

With accessory products displayed on display gondolas arranged in a

horseshoe across the back and sides of the store

With the customer service island placed in the middle of the equipment

display area

With administration and credit department offices at the rear, or on a

mezzanine floor overlooking the store