Customer Traffic Flow Studies

An excellent analytical tool for evaluating farm market layouts is the customer traffic flow study. It can be used to find the strengths and weaknesses of an existing layout or to test a plan for a potential one. The second is more theoretical and harder to do than the first.

The great value of these studies is in compiling the results. The summaries of individual observations are dramatically visual, unquestionable, and easy to use as a basis for strengthening the layout of the farm market. The individual strengths and weaknesses of the market become apparent.

The first time through the process may involve the help of a professional such as the Cooperative Extension agent. After that, individual operators should be able to conduct such studies or to train employees to do them.

Conducting a Customer Traffic Flow Study

1.    Determine the time period of the study

The studies are done to reflect normal weekly shopping patterns, thus, make observations early in the week and on weekends.

2.    Determine a sample size.

For smaller markets complete up to 100 observations. For larger markets make a maximum of 200 observations. The observations should be evenly divided to reflect unique shopping patterns within the week.

3.    Identify types of supplemental data need .

Items such as the number of shoppers, sex, age of shoppers, use of baskets amount of purchase and date of observation are typical data to collect.

4.    Prepare worksheets.

A layout sheet should outline the store selling area, show major product categories, and indicate the location of other important physical features (checkouts, backroom, scales, entrances, and exits). Space for supplemental data should also be provided. One worksheet per observation is required (See Figure 1: Sample Layout Diagram).

5.    Select customers to be observed and begin collecting data .

Various sampling techniques can be used. One approach is for the surveyor to take the first shopper in the door after a prearranged start time (e.g. 11 a.m.) The surveyor then takes the next customer to enter the store (after completing each customer observation) until the required number of observations is reached. Use a continuous line with arrows to show the directional path of each customer. An "X" records a purchase, and "0" a look but no purchase. Try not to be detected while observing customers.

6.    Prepare a composite of individual patterns and summarize supplemental data.

Prepare a master flow chart by tracing a sample of 30 to 50 individual customer patterns onto a single composite sheet. Prepare a summary table for all the supplemental data.

7.    Analyze the data.

Analyze the composite for such items as heavy traffic areas, dead spots, jammed areas, and customer and clerk backtracking. Use conclusions from the analysis of the supplemental data to complement findings from the composite analysis.

8.    Take necessary action.

Actions may range from minor space reallocation to major renovations, depending on the severity of problems discovered by completing the study.

9.    After making a change. sample-survey a few customers to check the results.

Check up on the changes.

10.Repeat the study as need .

Once a year should be adequate or when a major merchandising change is being considered.

The Backroom - Storage, Preparation, and Other Areas

When establishing a retail farm market, the operator has a unique opportunity to design all facilities, buildings, parking, entrance-exit requirements, backroom, and other areas with future expansion plans and needs in mind. One should consult with appropriate marketing and engineering specialists when designing the market facilities.

There is an excellent discussion of these areas in the Natural Resource Agricultural Engineering Service (NRAES) publication entitled Facilities for Roadside Markets. It can be purchased from the local county Cooperative Extension office or directly from NRAES, 152 Riley-Robb Hall, Cooperative Extension, Ithaca, New York 14853-5701. The publication includes sections on market lighting, parking, and other market areas.

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