Why do we linger in one store moving from area to area and then feel propelled out of another? It’s by design. The next time you’re shopping, take a few minutes to look at the layout of the store fixtures and signage. You’ll notice that there are specific floor plans for specific store types.

The most economical store design is often described as a “Straight” floor plan. It makes the most efficient use of floor and wall space, creating small shopping areas within the store. Grocery store designers know that most shoppers enter and turn to the right. That’s where you’ll usually find the fresh produce. They also know that the prime display space is at eye level. So that’s where you’ll find the name brand products. Most shoppers enter with at least a mental list of must-have purchases, so the stores are designed to draw shoppers to those areas, like dairy and meat, interspersing them with impulse products. Most large chains have very similar layouts. When you enter your local Costco, you know where the books and music section is. It’s in the middle of the store, where you can be tempted to stop and browse (rest!) before the shear volume of merchandise on display becomes overwhelming.

The “Diagonal” floor plan is best suited to self-service and convenience stores. By design, shoppers are propelled quickly through the store and back out again past the cashier. Products are easy to see and customers are easily seen by store personnel.

“Angular” and “Geometric” floor plans are well suited to specialty and apparel shops. The fixtures are often more expensive and designed to create an interesting and out-of-the-ordinary shopping experience. Shoppers are moved from one area of the store to another, because every area provides a glimpse of another, tempting them to move towards the back.

The “Mixed” floor plan may be the one best suited to the optical dispensary. It uses a combination of straight, angular and diagonal layouts to move patients through the office from the reception area to the dispensary. Most frame display areas are wall mounted, so the design must move patients to specific areas with a minimum of obstacles.

“WHERE ARE THE MEN’S FRAMES?” Most optical dispensaries are actually stores within stores. There are easily identifiable areas for men’s, women’s and children’s eyewear. The popularity of unisex eyewear often blurs the lines between men’s and women’s eyewear and is the ideal “bridge” between the two areas.

Children’s frames are often corralled in a separate area designed with smaller sized frame bars and furniture. Children can be rambunctious and create havoc in an otherwise calm environment. They deserve a space where they can be comfortable.

Other “stores” to consider would be sunwear, safety and sport-specific eyewear. How elaborate to make these stores within stores will depend on the patient needs and wants.

Contact lenses should have a more private area, so that lens insertion and removal and contact lens care instructions can be given without interruption. Since patient compliance is critical to patient success, this area should be away from the daily traffic in the dispensary.

Dispensing tables are obstacles; absolutely necessary, but obstacles none the less. Locating them in a central area, slightly away from the frame displays will allow both patients and Opticians the privacy needed to discuss lenses, treatments and frame choices. It also allows the privacy needed to discuss prices, insurance coverage and discounts. If possible, have an area set aside where there is complete privacy to work with those more challenging patients.

How high is high? When choosing fixtures, there are some considerations to be made.

• Any free-standing display that blocks the staff’s line of sight is too high and an invitation to shoplifters.

• Dispensing tables are too wide if it prevents the staff from taking accurate measurements or making proper adjustments.

• Dispensing tables are too low if a wheelchair-bound patient cannot be attended to comfortably.

• Frame bars are too high if the average patient cannot reach the top level and too low if the same patient must bend down to see the lowest frame.

Good dispensary design is critical to the success of the dispensary. The best design allows both staff and patients to work together in designing the best eyewear solutions. Patients should feel that their privacy is protected and that the time and money they have invested in their choices is well-spent. At the end of the day, staff members should feel that they have met the goal of providing excellent service and products in a comfortable work environment.

Judy Canty
ABO/NCLE