Consumer Behavior Special Topic: Store Layout, Design, and Atmospherics
27
Consumer Behavior Special Topic: Store Layout, Design, and
description
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 - PowerPoint PPT Presentation
Transcript of 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
• 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
Effect of Atmospherics on Mood
• Enjoyable shopping environments can induce positive moods in shoppers (1)
(1) Smith and Sherman 1993
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
SocialFactors
AmbientFactors
DesignFactors
MerchandiseQuality
ServiceQuality
StoreImage
Baker et al. 1994NOTE: All paths indicate positive relationships
Antecedents of Store Image *
*
Retail Atmospherics: Outline
• Social Factors
– Retail Density / Employee Availability
• Ambient Factors
– Music / Lighting / Scent
• Design Factors
– Color / Signage / Layout
Atmospherics - Social Factors
• Retail Density
– Eroglu and Machleit 1990
• Web download time analogy
• Employee Availability
– Baker et al. 1994
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
Grid Store Layout
Fruit
Vegetables
Office & customer service
Books, magazines, seasonal display
Rec
eivi
ng
& s
tora
ge
Exit
Entrance
Cart area
Checkouts
Grid Layout
• Who uses it?
• Used in grocery and drugstores.
• What’s good about it?
• Cost efficient.
• Easy to navigate / remember
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:
Free-Flowing Layout
Free-Form Design• Fixtures and aisles arranged asymmetrically
• Used in small specialty stores and departments within large stores.
• Pleasant ambiance doesn’t come cheap.
Free-Form Layout
Storage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
Jean
s
Cas
ual
Wea
r
Sto
ckin
gs
Acc
esso
ries
Pan
ts
Top
sT
ops
Ski
rts
and
Dre
sses
Hat
s a
nd H
andb
ags
Open Display Window Open Display Window
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...
Store Layout for Cost, for Image, or for Convenience ?
• Wal-Mart?
• CVS?
• JC Penney?
• Building 19?
• Staples?
Behavioral Design Issues
• Show Paco Underhill Clip
– Decompression Zone
– Butt-Brush Factor
– etc.
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
Atmospherics - Ambient Factors
• Music (Liked vs. Disliked)
– Gorn 1982
• Music (Fast Tempo: Supermarket)
– Milliman 1982
• Music (Slow Tempo: Restaurant)
– Milliman 1986
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
Area 2Odorant: B
Las Vegas Casino Study (1995)
Area 1Odorant: A
Area 3Odorant: None
- Large Casino- Similar Slot Machines- Scents/Areas Rotated at Random- Measured Gross Receipts
Area 2Odorant: B
Las Vegas Casino Study (1995)
Area 1Odorant: A
Area 3Odorant: None
- Large Casino- Similar Slot Machines- Scents/Areas Rotated at Random- Measured Gross Receipts
Odorant A: 40% Higher Gross Receipts
Alan Hirsch, M.D(The Scent Guy…)
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?
