Nothing is black / white, but here you see a purpose defined diagram for this particular type of business (small shop special trade – retail).

The idea is that the customer upon arrival “re-set’ his compass inside the entrance – that is, stop and try to grasp the overall offer.

The consumer will often seek staff and will look for the counter.

Is the staff busy, the customer will look for products in the category as he approaches, and then go to that area.

When a main-product is chosen, the customer proceeds to check-out.

It is important that cross-selling/up-selling/outlet/sale-products are exposed on the way to check-out, so that the customer easily spots other products they might need for the job. I makes up selling more easy to the sales staff as a positive side effect, as they are reminded as well 🙂