1 / 27

Consumer Behavior Special Topic: Store Layout, Design, and Atmospherics

Consumer Behavior Special Topic: Store Layout, Design, and Atmospherics. Meeting Store Design Objectives. Design store and product mix to fit target market. Design for Convenience and/or Image and/or to increase sales/profitability

kimi
Download Presentation

Consumer Behavior Special Topic: Store Layout, Design, and Atmospherics

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Consumer Behavior Special Topic: Store Layout, Design, and Atmospherics

  2. Meeting Store Design Objectives • Design store and product mix to fit target market. • Design for Convenience and/or Image and/or to increase sales/profitability • Atmosphere: “Any surrounding or pervasive element or influence” • Non-Product Related Stuff(Atmospherics) • vs. Product Related Stuff(Merchandising) Source: Funk & Wagnalls Standard College Dictionary, 1974

  3. Effect of Atmospherics on Mood • Enjoyable shopping environments can induce positive moods in shoppers (1) (1) Smith and Sherman 1993

  4. Effect of Mood on Shopping Behavior • Positive Correlation between Mood and: • Satisfaction with Retailer (2) • Rating of Overall Store Image (3) • Number of Items Purchased (3) • Time Spent Shopping (3) • Amount of Money Spent (3) (2) Babin and Darden 1996 (3) Sherman and Smith 1987

  5. Retail Atmospherics: Outline • Social Factors • Retail Density / Employee Availability • Ambient Factors • Music / Lighting / Scent • Design Factors • Color / Signage / Layout

  6. Atmospherics - Social Factors • Retail Density • Eroglu and Machleit 1990 • Web download time analogy • Employee Availability • Baker et al. 1994

  7. Atmospherics - Design Factors • Color (Warm vs. Cold) • Bellizzi et al. 1983 • Signage (Present/Bold vs. Absent) • Various Sources • Layout (Grid vs. Free-Flowing) • Various Sources

  8. Receiving & storage Fruit Books, magazines, seasonal display Cart area Vegetables Checkouts Entrance Office & customer service Exit Grid Store Layout

  9. Grid Layout • Who uses it? • Used in grocery and drugstores. • What’s good about it? • Cost efficient. • Easy to navigate / remember

  10. Racetrack Layout • Who uses it? • What’s good about it? • Draws customers around the store. • A.K.A.--loop. • Time spent in store…… • Show BEST Product “racetrack” design:

  11. Free-Flowing Layout

  12. Free-Form Design • Fixtures and aisles arranged asymmetrically • Used in small specialty stores and departments within large stores. • Pleasant ambiance doesn’t come cheap.

  13. Storage, Receiving, Marketing Dressing Rooms Underwear Tops Accessories Jeans Casual Wear Stockings Checkout counter Skirts and Dresses Hats and Handbags Pants Tops Clearance Items Feature Feature Open Display Window Open Display Window Free-Form Layout

  14. I.C.B. @ Bloomingdale’s • Fixtures with latest garments are placed along the perimeter to draw customers into area. • Flooring and lighting delineate department. • See picture on next slide...

  15. Store Layout for Cost, for Image, or for Convenience ? • Wal-Mart? • CVS? • JC Penney? • Building 19? • Staples?

  16. Behavioral Design Issues • Show Paco Underhill Clip • Decompression Zone • Butt-Brush Factor • etc.

  17. Atmospherics - Ambient Factors • Music (Waiting in Line) • Hui, Dube and Chebat 1997 • + Perceived wait duration • + Emotional Eval. of Service Environment • + Approach Behavior • Music (Loudness) • Smith and Curnow 1966

  18. Atmospherics - Ambient Factors • Music (Liked vs. Disliked) • Gorn 1982 • Music (Fast Tempo: Supermarket) • Milliman 1982 • Music (Slow Tempo: Restaurant) • Milliman 1986

  19. Atmospherics - Ambient Factors • Lighting (Harsh vs. Soft) • Various Sources • Scent (Present vs. Absent) • Hirsch and Gay 1991 • Scent (Odor #1 vs. Odor #2) • Hirsch 1995(Casino Study) • Show Casino Layout

  20. Alan Hirsch, M.D(The Scent Guy…)

  21. Casino Study Questions • Do you see any relation between this and a normal retail environment? • Is pumping in a scent like Odorant A any different than pumping bakery smells across a grocery store? • Of you were a store owner, would you use Odorant A if you could? • Is there a potential downside to it?

More Related