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PRESENTED BY:HIMANSHU SHARMAMEENA CHAUDHARY

TECHNIQUES OF CATEGORY LAYOUTS AND DESIGN

TO DEFINE A CATEGORY LAYOUT – firstly, we have to define our category

GROCERY

Products in this category:

Bakery Deli/meatsSea foodFruits and vegetablesBeveragesStaples Dairy productsFrozen items

Definition of category

• A category is a group of similar or related products which a customer would ideally like to find together in a store.

• Categories are mainly used as organizational aids to better manage and monitor predefined groups of products.

OBJECTIVE OF CATEGORY LAYOUT(GROCERY)

• Be able to navigate through the grocery store identifying items to choose and avoid in each aisle.

• Be able to effectively read food labels and choose foods accordingly.

• Increase traffic flow, and guide shoppers through the entire sales space.

• Category layouts should encourage customers to discover new products and specialty items.

• A good category layouts increase customers’ shop time, incremental sales and ultimately profitability.

CATEGORY LAYOUT TECHNIQUE CONSIDERATION

• Space planning• Assortment planning• Visual merchandising to increase good product visibility.• High margin items should be placed in high traffic areas.• High demand items should be placed in low traffic areas.• Complementary items should be placed near each other.• Seasonal needs should be considered.

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• Larger food departments should be placed in lower traffic areas and related food categories departments should be placed near to each other.

• Meat products should be placed at the end of the store and it should be near to the frozen food section/department.

• Impulse items should be placed near to billing counters.

QUESTIONS RELATED TO CATEGORY LAYOUT(GROCERY)

Managers and owners of grocery stores need to match the correct grocery store layout to their store type.

Question that arises are:

Q1. What is my store type? Q2. Who are my target customers? Q3. How much shelf space is to be allotted to each category? Q4. which are my high margin products?

CATEGORY LAYOUT AND DESIGN

• Traditional( straight floor) category layout • Grid layout• Free flow layout• Racetrack layout• Mixed upscale layout( Free flow + Race track)

Grocery Category layout in stores

General store grocery layout

• Traditional category layout or straight floor layout is used by the retailers who started a small scale grocery business at the initial stage

• Unorganized, motive is to fill the shelves with the products• Do not define the category in a broad manner• They focus on canned products, dry food items, non

perishable goods and day to day requirements of the customers.

• For example – Mom & pop stores, general stores

General grocery store(straight floor layout)

.Canned food items

Cereals and staples goods

Bakery goods

Cann

ed fo

od it

ems

Specialty grocery stores

• The specialty grocery stores includes the gourmet food stores, natural and organic food stores, health food stores, meat and sea food stores, fruits and vegetables stores, bakeries, and candy and nut stores.

• Organized and use free flow category layout and grid layouts.

• Keeps the category in a broad manner• Deals in perishable and non perishable goods• For example – blue moon stores dealing in natural and

organic foods, Bismillah Halal meat and grocery store.

Specialty grocery store (Grid layout)

Supermarket grocery store

• A supermarket grocery store contains high variety of grocery products

• It includes bakery products, staples, dairy products, canned food, frozen food, baking items, fruits and vegetables, unprocessed food, snacks and meat products and are beautifully organized and assorted.

• It also includes other day to day usable products like kitchenware and homecare products

• It usually have large aisle to walk throughout the store, grocery products are kept on shelves followed by large aisles in supermarkets.

• For example – Apna bazaar – a grocery supermarket

Supermarket grocery store( Racetrack layout)

Grocery store with mixed layout

• It includes the combination of free flow and race track layout.• If the target is upscale customers, then the grocery store

layout might need to include a combination of free flowing departments and a modified racetrack design.

• Free flowing areas allow more customer interaction, which along with the expertise required for this type of operation often appeals to upscale customers.

• The upscale grocery store layout may include more entertainment & design elements which are also intended to lengthen the time a customer spends in the store.

• These elements contribute to a pleasant shopping experience and a pleasant shopping experience will produce more sales.

Grocery store mixed layout( free flow + racetrack)

BAKERY CANNED FOOD MEAT

PROD

UCE

PROD

UCE

FUITS AN

D

VEGETABLES

FRO

ZEN

FO

OD

BEVERAGES

SNACKS

CHECKOUT

Hypermarket grocery store

• Hypermarket offers a huge variety of grocery products in wide assortment

• It usually involves the mix of grid layout and racetrack layout which involves the connectivity of various departments

• Grid layout is used to provide large aisles to walk throughout the store, it is customer tendency to walk through every aisle in parallel to get something desirable, so aisles offers a better visibility of products and walking space in a hypermarket

• Fully organized• For example – Food Bazaar

Hypermarket grocery store layout( Grid + racetrack)

DELI/ MEAT ORGANIC FROZEN FOOD STAPLES

GRO

CERY AISLE

GRO

CERY AISLES

GRO

CERY AISLES

GRO

CERY AISLES

GRO

CERY AISLES

GRO

CERY AISLES

SNACKS

BEVERAGESFRU

ITS

AND

VE

GET

ABLE

S

DAIRY PRODUCTS

Conclusion

• Category layout helps to increase the product sales turnover

• It makes the customer shopping convenient.

• Category layout is necessary now a days due to the increased competition between the similar products and to define all the products together with similar function.

• It also defines the difference between the stores and their products.

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THANK YOU AND HAVE A NICE DAY