Layout design process in conventional Brazilian supermarkets

Abstract

The importance of the layout is well known in the performance of supermarket companies. However since there are very few studies on the subject, this research sought to understand the layout design process in conventionally sized supermarkets in the South of Brazil. For this reason an exploratory study was carried out. The choice of this methodology was due to scarceness of accumulated and systematized knowledge. Data were collected by in-depth interviews with a layout supervisor and a store manager in three supermarket chains in the South of Brazil. Results confirm that layout has considerable influence on company performance. A variety of strategies is used by the companies in layouts to make the customer remain in the store longer, make his stay more enjoyable and consequently encourage spending thus bringing about greater profitability. Finally, a theoretical structure of design layout was proposed. The intention of this study is not to be definitive, but to shed light on the subject, which while important, has never been emphasized in marketing studies.