The ROI of Store Design, Part Two: Store Planning & Design
Why Layout Matters: The ROI of Experience Design
And the data backs it up:
- Most remodels result in a 7%–10% sustained sales increase
- Many see an initial bump as high as 40%, settling at around 20% over time
- One standout store saw a 70% sales spike in the produce category alone
- The reason? The longer a customer enjoys being in your store, the more likely they are to spend—and to return.
Shelving, Fixtures, and Equipment:
The Infrastructure of ROI
Store planning doesn’t stop at the layout; it extends to how products are presented and where they are placed. Shelving, fixtures, and equipment are more than functional—they’re strategic assets that influence how customers move, perceive, and purchase.
Done right, these elements act as silent salespeople, shaping the customer journey in subtle but powerful ways:
- Shelving must be the right height, depth, and flexibility for your product mix. Adjustable shelving helps optimize merchandising over time, and the proper sightlines ensure customers can take in key categories at a glance.
- Fixtures reinforce the brand’s personality. Premium materials, focused lighting, and intentional finishes elevate perception—whether you’re showcasing grab-and-go snacks or curated wine.
- Refrigeration units, merchandisers, endcaps, and freestanding displays have high conversion potential when placed strategically. An impulse display at the entrance or checkout can significantly boost sales of complementary items.
But just as important as the fixture itself is what you put on it—and where.
Product selection and placement are central to your store planning strategy. Hero items should be placed in high-traffic zones, while margin-driving items may be positioned to anchor endcaps or power aisles. Grouping related products (e.g., chips next to dips, pasta near sauces) facilitates cross-selling and improves the shopper experience.
Informed by shopper behavior and sales data, these choices help your store plan function not just as a space—but as a system that maximizes visibility, flow, and profitability.
When you combine thoughtful fixture design with strategic product placement, you create a store that not only looks good but also performs.
Key Metrics You Should Be Tracking
- How many unique shoppers are visiting the store?
- What is the average transaction count?
- What is the average basket size?
- What is the average visit duration?
- What is the average return frequency?
Customer-Led Design Is Smart Design
To maximize the ROI of your store design, your planning process should be grounded in real shopper insights. Let your customer’s behavior, preferences, and expectations guide what you create—not guesswork.
Ask:
- What are they seeking when they walk in?
- What are they delighted by?
- Where are they getting stuck?
- What keeps them coming back?
Key Takeaway
Smart store planning and design drive measurable ROI by shaping how customers interact with your space. The more intuitive and engaging their experience, the longer they stay, the more they buy, and the more often they return.
It’s not just about what looks good. It’s about what performs.
Frequently Asked Questions
Q. What kind of ROI can store design improvements deliver?
A. Many stores see a 7%–10% sustained increase in sales after a remodel. Some experience a 40% initial lift or even category-specific gains, such as 70% in departments like produce.
Q. How does store layout influence shopper behavior?
A. A well-planned layout guides shoppers naturally, helps them find what they need quickly, encourages discovery, and builds trust—leading to more purchases and repeat visits.
Q. What should I measure after updating my store design?
A. Focus on visit duration, average basket size, unique vs. repeat customer visits, transaction counts, and customer feedback.
Q. Can store design really impact customer loyalty?
A. Absolutely. A space that feels thoughtful, easy to navigate, and aligned with your brand makes customers more likely to return—and recommend your store to others.
