How Effective Retail Store Mapping Can Boost Conversion Rates

Nearly 20% of retailers in the United States and the United Kingdom believe that their customers would switch to another store if they didn’t have an in-store navigation feature, according to Statista.

In today’s highly competitive retail environment, this represents a substantial potential loss in revenue. It underscores the importance of having a well-thought-out store mapping strategy for all types of establishments, whether they are department stores, specialty shops, grocery stores, convenience stores, superstores, drugstores or discount stores.

Effective retail store mapping is a valuable strategic tool that can benefit retailers of any size. By maximizing inventory space, boosting sales order value and improving the overall shopping experience, retailers can achieve greater success in their operations. 

If you’re seeking best practices for retail indoor mapping that are guaranteed to increase conversion rates, this blog is tailor-made for you. 

We’ll delve into the key areas you should concentrate on to ensure effective indoor mapping for your retail store.

Key Areas You Need To Consider For Effective Indoor Mapping 

Creating effective indoor maps for retail stores involves thoughtful attention to the following critical areas:

1. Store Layout

A retail store’s layout is crafted based on a visual merchandising plan aimed at guiding shoppers through the store and showcasing products effectively. Therefore, strategic retail indoor mapping can naturally boost sales and help understand customer flow.

Here are some popular store layouts:

• Grid: Commonly seen in grocery and big-box stores, this layout arranges aisles and fixtures in a grid-like pattern, maximizing floor space efficiency and providing clear sightlines for easy navigation.
• Free-Form: Often used by boutique stores, this layout features unconventional fixture arrangements and scattered displays, creating a sense of discovery and encouraging customers to explore at their own pace.
• Racetrack: In this layout, the store is designed in a continuous loop or oval shape, guiding shoppers along a predetermined path that ensures exposure to every item in the store.

Use Case: IKEA employs a forced-path layout that directs shoppers efficiently through a predetermined route, ensuring a consistent and orderly flow. This design encourages exploration of various departments and product displays in a systematic manner.

2. In-Store Lighting

The impact of lighting on shoppers’ purchasing decisions is profound. Recent research indicates that brighter in-store lighting significantly encourages shoppers to explore and interact with more merchandise. Therefore, it’s crucial to integrate appropriate lighting into your retail indoor mapping strategy. This not only effectively showcases your product lines but also captures the attention of shoppers on the move. 

From accent lighting to decorative fixtures, ambient illumination, task lights, and ceiling and wall sconces, a well-designed lighting scheme enhances the overall shopping experience and reinforces your brand identity.

Use Case: Starbucks’ “Greener Stores” initiative switched from retrofitting store lighting to LEDs, resulting in nearly US $60 million in annual operational savings with a 25% reduction in energy consumption. Moreover, the mercury-free lighting installed in stores has improved the quality of light and eliminated slip hazards.

3. Internal and External Signage

Effective signage is crucial in retail environments, both indoors and outdoors. Internally, signage guides customers, directing them to specific areas, highlighting promotions, and reinforcing brand identity. Well-placed signs, from aisle markers to product displays, enhance the shopping experience and make navigation easier. 

Externally, signage serves as a powerful marketing tool, attracting foot traffic, promoting special offers, and establishing a strong presence in the community. Whether through storefront displays, banners, or billboards, external signage helps raise brand awareness and attract potential customers.

Use Case: McDonald’s Drive Thru digital menu signage has proven to increase purchase decisions, improve customer experience, speed up service, and enhance marketing efforts. Exterior, promotional, wayfinding, and informational displays are popular types of signage that retailers can use to boost conversion rates.

4. Location-Based Technology

Location-based mapping technology, particularly with features like blue-dot navigation and pop-up notifications, offers a multitude of benefits for retail stores. Firstly, it enhances the overall customer experience by providing shoppers with real-time guidance through the store, ensuring they can easily locate desired products or departments. Blue-dot navigation, in particular, offers precise indoor positioning, eliminating confusion and frustration often associated with traditional maps or signage. 

Additionally, pop-up notifications can deliver personalized messages or promotions based on a customer’s location within the store, effectively driving engagement and encouraging impulse purchases. Moreover, navigation technology enables retailers to gather valuable insights into customer behaviour and preferences, helping them optimize store layouts, product placements, and marketing strategies. By leveraging these advanced technological capabilities, retail stores can ultimately increase customer satisfaction, boost sales and foster long-term loyalty.

Use Case: The Strong National Museum of Play leveraged Mapsted digital mapping and location positioning technology to seamlessly guide guests to exhibits, restaurants and retail spaces with precise blue-dot navigation. By implementing this advanced navigation system, the museum has not only enhanced visitor satisfaction but also increased foot traffic to its retail spaces. With intuitive navigation leading visitors directly to retail areas, conversion rates are poised to soar as shoppers effortlessly find mementos to purchase that will remind them of their special experience at the museum. Mapsted’s technology also offers targeted pop-up notifications that deliver personalized promotions and incentives to guests as they navigate through the retail spaces, further boosting conversion rates and driving revenue growth.

5. In-Store Sitting Areas

Today, with technological advancements, retail stores have evolved beyond simply offering products for sale. They’ve transformed into social hubs, especially in large retail spaces.

Incorporating a comfortable waiting area into your retail indoor mapping strategy allows shoppers to take breaks while shopping, potentially increasing their spending in your store.

Use Case: Urban Outfitters’ Space Ninety 8 store offers a blend of fashion, design, cuisine, and rooftop terrace experience, providing a comprehensive indoor mapping strategy to boost conversions. 

To Sum Up

Strategically mapping out your retail store layout, optimizing lighting, leveraging digital signage both internally and externally and considering comfy seating areas will drive conversions as well as foster customer loyalty and satisfaction. 

Adopting the power of effective retail mapping software as a solution can significantly reduce navigation and wayfinding hassles while increasing marketing opportunities within a store.

In addition, considering real-world examples, investing in retail store mapping software solutions can generate substantial returns on investment (ROI) for retailers across various industries.

Carefully planning your retail store layout, enhancing lighting, utilizing digital signage indoors and outdoors, and providing comfortable seating areas can boost conversions and enhance customer loyalty and satisfaction.

Implementing efficient retail store mapping software can greatly decrease navigation difficulties and increase marketing possibilities within your store.

Moreover, examining real-life cases, investing in retail store mapping solutions can yield significant returns on investment (ROI) for retailers in diverse industries.

If you found this blog engaging, get more insights on latest retail trends for the year 2024 and beyond. 
In addition, you will enjoy this video – your next step in exploring our industry-specific indoor mapping solutions that redefine, operational efficiency, customer experience and loyalty for malls and shopping centres.