Supermarket Navigation

Are there areas in your store that customers rarely visit?
In larger retail spaces or stores with many corners and irregular layouts, entire categories often turn into “blind spots” with unsatisfactory sales.

The challenge is how to design a supermarket flow that naturally guides customers from the very beginning and leads them to every corner of the store.

👀 Observation is the key to good navigation

A well-designed store does not try to change customer behavior—it understands and uses it.
Planning the sales floor starts with observation: how people move, where they look, and where they slow down.

Based on this experience, several key elements emerge that are critical for effective navigation. These principles apply both when planning a new supermarket and when rearranging or renovating an existing one.

➡️ Guide the direction of movement

When entering a store, customers almost always start moving to the right. This does not happen abruptly but gradually and often goes unnoticed—yet it defines how important the area immediately after the entrance is.

This area:

• is visited by all customers
• shapes the first impression of the store
• shows from the very beginning what the store offers

In practice, this is the zone that “welcomes” customers and gives them a clear orientation of what to expect inside.

A proven approach is to place a key product category here—one that:

• is purchased frequently
• looks attractive
• creates a sense of freshness and choice

In many stores, this is the fresh produce area or another strong category, arranged with low shelving and at a slight angle. This keeps the space open, preserves visual flow, and naturally encourages customers to move deeper into the store.

This does not require major investments—just good observation and smart placement of existing equipment.

🚶 Speed of movement

Movement speed inside a store is not constant.
An interesting fact is that people instinctively slow down when they see reflective surfaces.

This can be used strategically:

• when designing the entrance area
• in categories where slower movement is desirable
• in zones with higher margins or impulse purchases

Surfaces that allow shoppers to see themselves interrupt rushed thinking and create an opportunity to capture attention.

🪧 Directional signage for navigation

People primarily move and look forward.
This makes orientation in unfamiliar stores challenging, especially when shelves run parallel to the aisles.

That is why category signage should:

• be clearly visible
• be positioned perpendicular to the aisle
• be easy to read, similar to road signs

This way, customer attention is not lost in searching but confidently guided toward the desired category.

🗺 Planograms as a map of the store

A well-thought-out arrangement of categories and products—the planogram—functions as a map of the store.

Like tourist signposts, key categories and products should be clearly marked so they are not overlooked.

The most reliable visibility zone is from slightly above eye level down to knee height—this is where priority products should be positioned.

🔍 Hidden attractions that draw customers in

A store that flows smoothly from category to category and offers “discoveries” deeper inside motivates customers to reach even the most remote areas.

This could include:

• a promotional zone placed deeper in the store
• a demonstration corner
• a screen with culinary content
• themed displays

What matters is that customers feel something interesting is happening at the back of the store.

✅ In conclusion

At its core, a store is a small world—with its own paths, landmarks, and points of interest.
Clear navigation, well-placed signage, and logical movement make shopping more pleasant and convenient.

This leads to:

• more impulse purchases
• longer time spent in the store
• more frequent visits

And that is ultimately the goal of every well-organized retail space.