Home Depot vs Target: A store layout analysis

I have a confession to make. Every time I go to Target, no matter which corner of the store I am in, I forget the way towards the checkout counters. I could be stupid to lose sight of the exit in a relatively small store like Target, but, in retrospect, when I was in Home Depot yesterday, navigating to the check-out counters was as easy as slicing a knife into a black forest cake.

Home Depot — A clever design approach

Home Depot is one of the largest home improvement retailers in the United States. From electrical appliances, and kitchen remodeling tools, to lumber, and building materials, Home Depot is a one-stop shop for all of your home-related needs.

Recently, I visited home depot to buy a 100Watt bulb for my bedroom lamp. I asked one of the store assistants to guide me to the right aisle. “48,” he said and pointed me to the left.

A few seconds later, I was in the aisle going through different brands of bulbs. Once I found the one I was looking for, I decided to take a walk around the store to get a general idea of its layout.

Instead of torturing you guys with my messy drawings, I have decided to, instead, share an image of the store layout.

Home Depot has a clear-cut store layout. When you enter the store, the electrical aisles are on the left, the lumber section is on the far right, and the rest of the sections are located in the middle.

Now onto the best part. You can divide the whole store into THREE major aisles.

In the figure above, 1, 2, and 3 signify the three main aisles in the store. When you are shopping, these are the three aisles you will likely be around. I have not included the GARDEN CENTER as it’s separately laid out from the rest of the store.

Each aisle within these three numbers also has clear entrance and exit points. Not just that, even if you move from one aisle to another, you will know your way to the check-out counters. For instance, if you enter the PAINT section, and then go to KITCHEN & BATH, you can easily find your way to the checkout counters using either the aisles in PLUMBING, KITCHEN & BATH or TOOLS & HARDWARE.

The whole layout of the store is easy on the eyes and brain. It is a clear linear model divided into three consistent sections. No matter which part of the store you are in, you will know your way out.

Target — Missed the bullseye!

Let us now talk about Target.

Target offers a variety of household-related items ranging from groceries and electronics to clothing and cosmetics — Target is also essentially a one-stop-shop for everyday use items.

Let's take a look at the store’s layout.

A shopper enters from either of the two gates located at the bottom of the image. On the left is the pharmacy, health/beauty section, grocery section, and on the right, electronics, sports, home storage equipment. The middle is chaos so I won’t list the specifics of the departments in that part of the store.

Now here’s where the problem lies. For me to navigate from one department to the next, is not a problem, but getting from that department to the checkout counters is where the confusion emerges.

Let's say, for example, I am in the Active Wear section. If I am standing in that aisle, which way is the exit? Do I go East, West, North, or South? There are too many aisles between me the checkout counter that it will take me some walking around to figure out the exit.

If I walk towards the South, I will be lucky to find the counters, but if I go in any other direction, I will still be looking.

And even when I am at the next point (indicated in blue), I will still be confused as to which way to go.

There is no specific alignment in the store that can define a clear exit point. Because there are too many sections and too many aisles, and no clear division of aisles, a customer wouldn’t always know which way to exit.

Someone might say, “just remember which aisles are closest to the exit.” To which I want to argue that a design should speak for itself. If a customer has to make an effort to remember the design, then the designer has done a poor job.

The exit should be straightforward, no matter which corner of the store you are in. In the case of Home Depot, even if you are in the LUMBER section, you would know which way to go because all you have to do is cross ONE aisle towards SOUTH.

Here’s my proposition for Target. Follow Home Depot’s design with your own customization (you can still keep it cute!).

1. Divide your aisles by relevant sections. For example, keep all “Clothing” related aisles in one place. Right now, your clothing-related aisles are scattered all over.

These 7 sections should instead be converted into one or two aisles.

2. Similarly, list all of your sections into clear linear aisles. Groceries can be to the far left and electronics on the far right. Push all your home-related sections all the way to the far end.

In this new design, the customer will have a good idea of the store’s layout and will always be able to find the checkout counter!

Is there a specific store you get lost in? Let me know your experience in the comments below!