Page 159 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes above, whether a more detailed mental map leads to a more positive evaluation of the
ease of orientation and value for money.
We conducted our empirical studies in two shops belonging to a discount grocery chain.
Both shops were identical in terms of assortment and prices. However, in one customers
were guided clockwise around the store and in the other anti-clockwise. Before entering
the shop, subjects in the first study (n=196) had to locate eight specific products on central
and peripheral aisles on a store map. The results provide support for H1: subjects in the
store with the clockwise layout had a more detailed mental map and evaluated the store
better in terms of perceived ease of orientation and value for money. Additionally, they
spent more money in the store. In both stores, products on the peripheral aisles were
located with a significantly higher level of accuracy than products on the central aisles
(supporting H2a). As we had assumed, there was a significant correlation between having
a detailed mental map and the ease of orientation/perceived value for money (supporting
H2b).
To validate our findings about the relevance of turning bias and the accuracy of mental
maps we conducted a second study with a given shopping task. In this study, we looked at
shoppers’ travel and search patterns (Titus and Everett 1995; Larson, Bradlow, and Fader
2005). If the clockwise layout is really superior to the anticlockwise layout then shoppers
should take shorter distances to find the products in such a setup. This leads us to our third
hypothesis (H3): In a clockwise store layout, significantly more consumers will belong to
the group of “efficient shoppers” (in terms of distance and/or time) than in an anti-
clockwise layout. In our second study, test participants (n=76, shopping frequency and
store patronage were controlled for) were asked to shop eight specific products. Two
disguised observers kept track of the walking behaviour of the subjects. As in the first
study, we used a GIS to process our data and to test our hypothesis. After a standardisation
of the distance covered by test participants we split subjects up into two groups: “short-
distance shoppers” and “long-distance shoppers”. The results show that there were
significantly more shoppers who covered a short distance for the shopping task in the
store with the clockwise layout than in the store with the anti-clockwise layout.
A questionnaire completed after the shopping task showed relevant differences in the
characterisation of the two groups of shoppers: this related to the accuracy of the mental
map, time spent, enquiries made of shop assistants, the perceived ease of the task, and the
willingness to spend money.
In summary, the results of our two empirical studies show that embedding spatial
information (i.e. knowledge of the location of products) in the shopper’s mind is a key
factor for retailing success. The result for both studies reveals that guiding direction and
product location are responsible for improving mental maps and shopping efficiency.
Question
After going through the study, do you agree with the findings of the study? Give reasons.

Source: www.acrwebsite.org/volumes/eacr/vol8/eacr_vol8_153.pdf

7.4 Summary

 Store layout is the way, the store or business space that is used to promote sales and to
satisfy the customer. Below is a picture of a general layout of a retail store.
 A circulation plan is a schematic empirical projection/model of how pedestrians and/or
motor vehicles flow through a given area.

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