Physical layouts shape every step of the in-store journey, but their performance is rarely measured beyond coarse sales lifts or anecdotal feedback. BIEM turns movement, dwell, crowding, and attention patterns into a measurable reflection of layout quality, highlighting zones that accelerate flow, foster discovery, or repeatedly generate friction. By comparing these patterns across formats, regions, and iterations, BIEM links layout choices to concrete behavioral and commercial outcomes. Retailers gain a defensible basis for testing new concepts, reallocating space, and standardizing best-performing designs across their network.