The first five to 15 feet inside your store entrance operates under different rules than the rest of your retail space. Retail anthropologist Paco Underhill coined the term “decompression zone” to describe this critical transition area where customers adjust from the outside world to your shopping environment. Understanding how to use this space can mean the difference between a customer who browses and one who walks right back out.
When shoppers enter your store, they’re making rapid subconscious adjustments. Their eyes adapt to different lighting. They process new sounds and smells. They slow their walking pace and begin scanning the layout. “This is what we call a landing strip or a decompression zone, meaning that as I step off the street, I’m adjusting my walking speed, I’m adjusting my peripheral vision, and I’m adjusting to changing light,” Underhill explained in an NPR interview. During this transition, customers largely miss whatever you place directly in their path.
The conventional wisdom says to keep this zone clear of merchandise, signage, and shopping baskets. Products positioned here traditionally get ignored as customers rush through. Sid Sidhu, owner of Budgens Kenilworth in Warwickshire, removed two entire bays of product to create a decompression zone measuring 13 feet by 23 feet in his 2,000-square-foot store. “When customers come in they now instantly feel comfortable, they can stop briefly, look around and take in their surroundings without feeling that they are in the way,” Sidhu told Convenience Store magazine.
Recent research challenges this hands-off approach. A 2018 study published in the International Journal of Retail & Distribution Management tested whether products actually go unnoticed at store entrances. Researcher Tobias Otterbring conducted two field experiments with 715 customers at a home goods store. Customers exposed to candles and candle holders at the entrance purchased significantly more of these products than those who entered when the area was clear. The second study found similar results even when a store employee greeted customers near the displayed products. These findings contradict the traditional decompression zone theory and instead support the principle that mere exposure to products increases purchase likelihood.
This contradiction suggests the decompression zone requires nuance rather than rigid rules. The space still needs to allow comfortable transition, but complete emptiness may waste valuable real estate. Lucy Jordon, marketing manager of The Jordon Group, notes that poorly designed decompression zones “can have a negative effect on the retailer’s bottom line.” The key appears to be balance. Avoid overwhelming customers with promotional signage or price tags they won’t process. Instead, use the space for atmospheric elements that ease the transition without demanding immediate attention.
Lighting deserves particular consideration. Contrast between outdoor and indoor lighting helps signal that customers have entered a distinct environment. Floor textures can serve the same purpose. Some retailers place greeters in this zone, though research shows mixed results on whether this enhances or deters the shopping experience depending on the retail context.
The area immediately beyond the decompression zone matters enormously. Studies show 70 to 90 percent of shoppers turn right after entering a store. This “power wall” on the right side becomes your first real opportunity to make an impression. High-margin products and compelling visual displays work well here once customers have completed their initial adjustment.
Size matters too. A decompression zone should measure at least 10 to 15 feet and scale up with larger stores. Too short and customers haven’t finished adjusting before encountering your merchandise. Too long and the space feels empty and forgotten, potentially signaling that you lack inventory.
The challenge for small business owners lies in giving up prime square footage for what appears to be nothing. Retail space costs an average of $21.95 per square foot as of early 2025, making every inch feel precious. Yet thinking of the decompression zone as lost space misses its function. This area sells your entire store by creating the right emotional state for shopping. When customers feel rushed, crowded, or overwhelmed at entry, they spend less time browsing and leave with smaller purchases.
Watch your customers. Note where they naturally pause after entering. That observation reveals where your decompression zone actually exists, regardless of your intended layout. If people consistently stop sooner than expected, your zone may be too cluttered. If they walk further before engaging with products, you might reclaim some space.
The decompression zone represents a shift in thinking about retail design. Rather than maximizing every square foot for product display, it recognizes that customer psychology and comfort drive sales more than sheer product volume. Those first 20 feet set the tone for everything that follows.