In the world of retail, the gondola is much more than just a piece of furniture. It’s a genuine marketing tool, capable of guiding the customer’s path, highlighting your flagship products and boosting your sales. A well-assembled, well-thought-out and well-designed gondola is a decisive asset for boosting the visibility of your products.
In this article, we’ll look at how to optimise the layout and merchandising of a gondola using simple, effective rules that are, above all, suitable for all types of store.
Understanding the importance of a good gondola layout
Before even talking about techniques, it’s crucial to understand the role of a gondola in a sales area. A well-organised gondola:
- Makes it easier to find products,
- Improves in-store traffic flow,
- Encourages impulse buying,
- Structure your offer,
- Reinforces your brand image.
Major retailers are investing heavily in visual merchandising because it has a direct influence on consumer behaviour. According to some studies, a good presentation can increase sales by 20 to 40%. That’s why the layout of your gondolas should never be left to chance.
Applying the rule of levels: a pillar of effective merchandising
The rule of levels is one of the fundamental principles of merchandising. It’s based on a simple logic: the customer’s eye doesn’t scan the entire shelf in the same way. Certain areas naturally attract more attention, and it’s essential to position products accordingly.
1. Eye level: the most strategic area
This is where your best-sellers, new products and high-margin products should be located. This is what we call the hot zone of the aisle. It has a direct influence on sales.
2. Intermediate level: rotation products
Position everyday items that your customers buy regularly at this height.
The aim: to make access easier and speed up the purchasing process.
3. Bottom of aisle: bulky or complementary products
Located in less visible areas, they need to be easily accessible. They are often used for heavy products, packs or additional items (e.g. refills, accessories, large volumes of food).
4. Top of the shelf: premium or niche products
This area attracts less attention but reinforces the range image. Top-of-the-range references, seasonal products and items that are not handled very often are placed here.
This organisation creates a clear, intuitive and efficient aisle, making it easier for customers to understand and naturally increasing sales.
Using the FIFO method: essential in the food industry
In retail outlets where products have a BBD (Use By Date) or a MDD (Minimum Durability Date), the FIFO(First In, First Out) method is compulsory.
Why apply FIFO?
- Prevents losses and unsold stock
- Guarantees product freshness
- Improves stock rotation
- Optimises gondola filling and restocking
How do you set up FIFO on a gondola?
- Put the oldest products at the front. So that the customer grabs them first.
- Slip new stock into the back. Without disrupting shelf organisation.
- Train your teams. All sales staff must apply the method on a daily basis.
- Check regularly. A food gondola needs to be checked several times a day.
FIFO also enhances the image of your business by demonstrating your rigour and professionalism.
Creating visual consistency: the key to a “breathing” department
An overcrowded or disorganised gondola creates confusion and discourages purchases. Visual consistency is an essential element of modern merchandising, particularly in specialist shops, ready-to-wear, home decoration and concept stores.
1. Limit the number of references per shelf (tablar)
Too much choice kills choice. It’s better to offer a clear, legible and structured range, rather than an overcrowded shelf.
2. Playing with colours and formats
Alternating colours create a pleasing visual rhythm, while grouping by size makes the shelf easier to read.
3. Group products by universe
Creating themed areas helps customers to make purchasing associations.
For example: in a DIY department, grouping together screws, hand tools and consumables makes it easier to understand.
4. Use visual cues
Legible labels, stop-rays, promotional frames… All this helps to guide the eye and optimise the purchasing decision.
This visual consistency encourages what is known as intuitive consumption: customers find what they’re looking for… but also what they weren’t looking for!
Add the right accessories to your gondola
Gondola accessories are essential for adapting a gondola to the specific needs of your business. They allow you to organise, optimise and diversify the presentation of your products.
Standard accessories to be integrated :
- Long pins: ideal for tools, DIY accessories and small packaging.
- Display bins: perfect for small items, gadgets and consumables.
- Slanted shelves: ideal for fashion, books or to showcase a product.
- Large-format label holders: essential for promotions, special offers or flash sales.
- Shelf dividers: to prevent products from collapsing or mixing.
- Visual frames: price displays, marketing messages, new products.
These accessories transform a simple standard gondola into a tailor-made sales tool, perfectly adapted to your needs.
The impact of gondola optimisation on your sales
Well thought-out shelving can :
- Increase product visibility,
- Improve the average basket,
- Reducing disruption,
- Strengthen the customer journey,
- Optimising stock rotation.
Regular work on gondola merchandising is one of the most profitable investments you can make in fitting out your point of sale.
The gondola, much more than a piece of equipment
Optimising the layout of a gondola involves much more than simply arranging it. It’s a real strategic exercise that combines merchandising, consumer psychology and sales organisation. By applying the rule of levels, the FIFO method, rigorous visual consistency and integrating appropriate accessories, you can transform your gondola into a high-performance sales tool.
And to equip your shop with professional furniture, Ecocube offers new or second-hand gondolas, perfectly suited to all sectors and all needs.