How do you test and evaluate your store circulation plan before and after implementation?

Il existe 3 principaux types de parcours client dans un magasin. À vous de choisir selon votre typologie de boutique et votre stratégie la meilleure solution : 1) Flux dirigé Une bonne pratique dans un magasin spécialisé mono-marque (Type IKEA) 2) Par boutique Une bonne pratique dans les Grands magasins où les produits font partie d’univers différents 3) En grille Une bonne pratique pour la plupart des magasins issue de la GMS pour dynamiser les ventes à travers les têtes de gondoles tout en assurant une fluidité du parcours client…

Begin by establishing the store's purpose, aims, and demographic targets—whether it's experimental, revenue-focused, catering to youth, or designed for an older demographic. This foundational understanding shapes the circulation strategy and provides specific criteria for evaluation.

Depending on the format size, I build it into the ideation sessions from the get go. For any format <200sqM the best way is to build a model in a conference room using props and cardboard, and have people play and role play it. I even do this with the staff on new format re-opening training! They love it, and it really gets them to think about the impact their behaviours have on the flow of the store.

To test and evaluate your store circulation plan, conduct a pre-test using a detailed mock-up or digital simulation to anticipate traffic flow and identify bottlenecks. After implementation, monitor real-time customer movements using analytics tools and CCTV footage to assess the accuracy of your predictions. Additionally, collect customer feedback on their shopping experience and navigation ease. Comparing these insights with your initial data helps refine and optimize the circulation strategy for better efficiency and shopper satisfaction.

To pre-test your store circulation plan, observe visitor flow and interactions in current stores, if available, using tools like heat maps and customer/staff interviews for insights. For new stores without precedent, focus on understanding the brand's products, identifying bestsellers and items needing more promotion, and highlighting unique services to showcase to visitors. These steps ensure the plan supports both customer experience and product visibility.

Use virtual reality, eye-tracking, and gather feedback from surveys and focus groups to identify potential issues. After implementation, monitor real-time customer movements with analytics tools and CCTV footage. Collect post-implementation feedback through surveys and mystery shoppers. Compare pre-test and post-implementation data to refine and optimize your circulation strategy for better efficiency and shopper satisfaction.

Once you’ve compiled all the necessary insights, it's time to get to work within the constraints of the space provided. Sketch out a few circulation scenarios, weigh their advantages and drawbacks, and then pinpoint which version harmonizes best with the brand's essence.

Conducting a post-test of your circulation plan through debriefs is something I always look forward to. It’s like holding up a mirror to your design on paper and seeing how it fares in the real world. If it clicks, it’s a pat on the back; if not, well, it's a rich lesson for the next round.

Monitoring and updating your plan is key because stores are like living entities. As brands evolve, so do their product lines and focuses. Keep a close eye on different zones and areas, and be ready to revisit and tweak them to keep up with the ever-changing landscape of retail.

In retail, space is gold. Here’s how experts optimize: 🔗 Modularity: Flexibility is key. Easily adapt layouts to trends without major shifts. 📺 Integrated Digital Signage: Enhance racks with digital touchpoints; boost visibility and engagement, making the experience worthwhile. 🛒 Rack-Integrated Self-Checkout: Streamlined shopping experience, reduces checkout footprint. ⚡ Electrified Fittings: Seamlessly integrate power into displays. Illuminate products, foster digital interactions. It's not just about more space, but richer interactions for every customer moment.

To uniquely test and evaluate your store circulation plan, create a virtual reality (VR) simulation of the layout and invite a diverse group of customers to navigate the space. Track their interactions and gather feedback on their experience. After implementation, use heat mapping technology to visualize customer movements and identify popular and overlooked areas. Combine these insights with anecdotal feedback to refine the layout for optimal flow and customer engagement.