The last step in store layout planning is arranging individual products. The most profitable items and brands could be placed in the best locations; and products could be arranged by package size, price, color, brand, level of personal service required, and/or customer interest. End-aisle display positions, eye-level positions, and checkout-counter positions with pos hardware are the most likely to increase sales for individual items. Continuity of locations is also important; shifts in store layout may decrease sales by confusing shoppers. The least desirable display position is often knee or ankle level, because consumers do not like to bend down.
Retailer goals often differ from their manufacturers. While the latter want to maximize their brands sales and push for eye-level, full-shell end-aisle locations, retailers seek to maximize total store sales and profit, regardless of brand. Self-service retailers have special considerations. Besides using a gridiron layout to minimize shopper confusion, they must clearly mark aisles, displays, and merchandise.
Consider some of the tactics that supermarkets have employed:
Many have produce near the entrance; some others have flowers. "The idea is to tantalize the customer, to draw you in with eye-catching displays."
"Cereal theory" means placing boxes on lower shelves, which are at eye level for children.
People buy more soup if the varieties are not shelved in alphabetical order.
Store brands do better when located to the left of manufacturer brands.” After seeing the name brand, the eye automatically moves left (as if on a new page) to compare prices."
Since "the best viewing angle is 15 degrees below the horizontal, the choicest display level has been measured at 51 to 53 inches off the floor."