Creating a New Row in google forms

Hello,

I am looking for some advice on how best to create a form.

We are building a submission form where a client can submit multiple items to be looked at. They initially submit them with a unique reference number so for example they might want to submit  4 items with ref 1 / ref 2 /ref 3 ref 4.

When this goes into our spreadsheet it creates a new column for each submission but what I really want is it to create a new row and remember the users details.

So for example  It would be Row 1 - User 1 - Ref1

                                            Row 2    User 1 - Ref 2 

 This is to stop the user having to submit their email and personal details several times. Can anyone shed any light on how to do this?