Sometimes the term “gondola shelving” is used as a generic term for any type of supermarket shelving but, normally it refers to double sided, shop shelving designed for use in the centre aisles of the store.
Gondola shelving is the most significant piece of shop equipment, not because most products are displayed on the gondola shelves, but because it is used to create the overall store layout by forming the shelving aisles. Shelving aisles should be positioned strategically to direct customer flow. Routing customer flow around the store is an essential method to ensure exposure to all the products on display.
Things to consider when planning the store layout.
Place fruit and Veg near the entrance, there are a few reasons for this, fruit and vegetables look better and fresher in natural light which will be best near the entrance. The bright colours and fresh smells will make the customer feel more positive and probably most importantly, after placing “healthy food” in their basket or trolley early on in their shop they are more likely to indulge in sweets, snacks and other “junk food” towards the end of the shop.
If you sell flowers, place these at the entrance too, they will look better and make the customer feel that they are in a local store and spend longer shopping.
Try and make the customers feel hungry! The smell of fresh baked bread for example will not only make the customer spend more on bread, if they feel hungry they will impulse buy many other tasty foods.
Spread essential products such as bread, eggs and milk around the store to ensure the customer walks around the entire shop. Dairy products are often placed along the back wall for this purpose.
In larger stores it might be worth having smaller flooring tiles in the higher price aisles to make the trolley wheels click faster, which will slow the shopper down making them more likely to spend on high end products.
Place the most expensive items at eye level which is approximately 1.6m high, place products that appeal to children at a lower level and the cheapest items on the bottom shelves.
The end of aisles normally have a gondola end bay where shoppers often look for bargains, place the higher price items here, even if they are discounted, rather than the cheapest items.
Suggest product pairings, for example placing crackers next to cheese or dog food next to dog toys etc.
Research shows that for example if French music is played in the wine department, more French wines will sell, or German music for German wine etc.
Use large Trolleys or trolley baskets, customers will tend to fill them whatever the size so larger trolleys and baskets will increase customer spend.
Place everyday items such as batteries, socks or shampoo near the tills to encourage impulse buys.
Finally place chocolate or other treats next to the shop counter or checkout as a reward for completing the shopping!
The suggestions made above can be adapted to other types of stores, not only supermarkets, for example placing white spirit or sandpaper near the tills in a paint shop, why not sell some treats too? Dog toys next to the counter at the vets to reward the pet for the trauma or expensive plant pots next to house plants, the possibilities are endless.
How do I assemble gondola shop shelving?
The video below from South West Shopfittings shows how easy it is to assemble a gondola shelving bay.