Layout optimisation is the process of changing where things are (fixtures, departments, promotions, tills, aisles) on the evidence of how people actually move through the store, and then measuring whether the change worked. It replaces planograms built on assumption with a loop: measure, change, measure again.
The relevant measures are flow, heatmaps, dwell and engagement. Flow shows how far into the store visitors travel. Heatmaps show the cold corners and the fixtures nobody stops at. Dwell and engagement show whether a fixture in a busy position earns the attention its position gives it. Conversion and sales by zone show whether attention turns into revenue.
Typical changes are small. Moving a promotional bay from the entrance, where people walk past it with their eyes on the store, to the first decision point ten metres in. Opening a sightline to the back wall. Turning a fixture so that it faces the dominant flow. Moving the queue so that it runs past impulse products rather than blocking the aisle. Each can be tested as an A/B comparison over matched periods.
Layout optimisation also applies to shopping centres and stations: where to place kiosks and advertising, how to route passengers between platforms and exits, which concourse positions get the most attention.
Glimpse supports layout work with flow, heatmaps, zone dwell and engagement from existing CCTV, with zones re-drawn when the layout changes so that before and after are compared like for like, and the results reviewed with the retailer's store and merchandising teams.