Boredom & the Store Environment
•Time Poverty
As consumers’ lives become increasingly time starved, customers are often entering retail stores with a negative feeling/emotion because they would rather be doing something else than shopping.
•Dissatisfaction with Shopping
Whether due to larger amounts of category management, cookie-cutter retailers, more time spent working, or changes in demographics.
Elements of the Store Environment
Store Planning
•“The better it is, the less you notice it as a customer”
Fundamentally concerned with the allocation of space and how it is used.
•Floor Plan
A schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.
Types of Space
•Back room
- Receiving areas for shipments & stockroom
•Office & other functional areas
- Break & training rooms, offices, and bathrooms
•Aisles, service areas, and other non-selling space
- Dressing rooms, service desks, etc.
•Walls
•Sales floor
Space Allocation Planning
•Requires the retailer to first analyze the profitability and productivity of various merchandise lines.
•On average 20% of a retailer’s merchandise is either obsolete or unwanted by the retailer’s customer base.
•Any productivity metric chosen must relate some performance variable (e.g., sales, GM, etc.) to the amount of space used in the store.
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