A successful orientation of the consumer at the point of sale (POS) is a prerequisite for purchasing realizations during a store visit. For effective store design, it is important to understand the orientation processes and activities of consumers in order to address the needs of different consumer groups. This work provides a model for the determinants and effects of consumer orientation in retail environments and a measurement tool for capturing orientation at the POS, which will be tested in two grocery retail locations. Using grocery markets as an example, relevant implications for the design of retail environments are highlighted.