OPERATIONSRETAIL BY MAURAKELLER Trends to help boost sales and improve flow
ENHANCING CONSUMERS’ EXPERIENCE THROUGH STORE DESIGN
C-store visibility is critical for both sales and security. The Fiedler Group- designed ARCO am/pm station in Santa Ana,Calif. has the pump islands perpendicular to the store so the customer faces the c-store
ence.And one way to do that is through innovative store design.
A 18 JANUARY/FEBRUARY 2011
A NOTICEABLE SHIFT Ask yourself what attracts you to your favorite retail store? Is it the choice of products? The level of cus-
S THE PETROLEUM RETAIL MARKET becomes ever more competitive, the winners in today’s economy will be the ones who go beyond service to deliver a satisfying shopping experi-
tomer service? Or the functionality of the space? Today’s c-stores often lack the store design “wow” factors that improve consumers’ shopping experi- ence. From cluttered POP displays to confusing traffic flow, many c-stores leave store design at the proverbial front door. According to Patrick Fiedler, president at Fiedler
Group in Los Angeles, the main challenge areas with older c-stores is the overall size of the sales area and the location of the cashier area and food service areas.
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