The front of the shop is the 'platimum zone' where the typical specialty store easily generates 40% of its sales.
- Devote a percentage of space to allow the customer to enter and feel comfortable before being challenged to buy. (Paco Underhill calls this the landing strip.)
- Arrange presentations in increments from entry to back wall to entice customer to penetrate further.
- Contain the feature presentation in the platinum zone.
- Create visual appeal that draws the eye forward or gets the customer attention, such as presentations at different heights.
- Must contain fixtures that hold merchandise for sale, turned so that they front side is angled 45 off the main traffic entry aisle, instead of facing head-on. This layout induces penetration because it is easier for the body to turn 45 than 90.
- Change every two weeks and keep consistent with your promotional calendar, and because you need to get the attention of frequent shoppers.
- Contains any item that has been advertised. This excludes markdowns under normal circumstances, but could contain sale stock if the whole store is ‘on sale’.
- Less is More.
- Use focus through diagonals and movement.