Store Planning
Store Visual Planning, Part 2
November 12, 2006
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And now we move past the Entrance, or “decompression zone” to the next, and very critical space in your retail environment: The “Strike Zone.” 

What is this Strike Zone?

Once your customer passes through the “decompression zone” they look at the price of the first item, generally to their right, that is easily accessible. This initial item should have a price point that is not overwhelming to your customers, as this area, called the “strike zone,” offers your customer their first impression of your store’s prices.

Extensive video studies by psychologists and professional retail designers has found that in Western cultures, customers usually turn right immediately upon entering a store into the “strike zone” and continue on their journey through your store. Here are the key tips:

  • You should consider placing a compelling display of affordable products (in relation to the price point of your overall merchandise) in the “strike zone.”
  • The strike zone is about 10-20 feet inside your shop, and here is where a customer will often pick up an item, turn it over and look at the price. The strike zone is the best place to put items that are very affordable, and “impulse easy.”
  • Impulse Easy (a LobbyPOP term) refers to those items that can easily be added to a shopper’s list without great thought of the impact on the wallet. The strike zone is often visited twice: Once when heading into the retail environment, and again when heading out. Two great opportunities to add on a goodie to the customer’s list.

We believe everyone should own the knowledge, so stay tuned as we bring you more about store planning to make you an expert. Next up: The Right Wall

About author

Amazing LobbyPOP

Teresa M. Young has served the sign industry since 1985. Today she guides hundreds of entrepreneurs in the business, while discovering new ways to bring dynamic signage to the sign industry. Visit her on LinkedIn.

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