Work by Giebelhausen and colleagues indicates that there’s value in building support for charitable activities into retail spaces—for example: convenient spaces to place cash collection boxes near cash registers. The Giebelhausen lead team reports that “Checkout charity is a phenomenon whereby frontline employees (or self-service technologies) solicit charitable donations from customers during the payment process. . . .
Backstrom and Johansson studied consumer responses to being in stores, replicating a study they conducted in 2006. They investigated “consumers’ in-store experiences and their components, from both a consumer and retailer perspective. . . . we also examine how the role of the physical store has changed over the last decade. . . . consumers’ in-store experiences to a large extent are created by the same aspects today as ten years ago (e.g. personnel, layout, atmosphere).
The way that physical stores are designed continues to have a significant influence on the succe
Harmony influences satisfaction
Romero and Biswas learned that to encourage consumption, healthier options should be placed to the left of unhealthier ones. Their work determined that “displaying healthy items to the left (vs. right) of unhealthy items enhances preference for the healthy options. In addition, consumption volume of a healthy item (vis-à-vis an unhealthy item) is higher when it is placed to the left (vs. right) of the unhealthy item. We propose that a ‘healthy-left, unhealthy-right’ (vs.
The way a store smells influences what shoppers do
Lee and colleagues investigated the psychological implications of presenting images in full color or in black-and-white. As they state, “participants’ visualization of the distant (vs. near) future is increasingly less colorful (i.e., more black and white). . . . marketing messages about distant (vs. near) future events lead to greater willingness to pay when presented alongside black-and-white (vs. color) images.”
Calienes and colleagues studied the design of stores that appeal to Millennials. They report that “the store's physical design plays a crucial role in whether a shopper enters a store and engages with a brand. The latest generation of shoppers, the millennials, are a powerful cohort representing 75.4 million individuals in 2016 and accounting for $200 billion in annual consumer spending.
Soderlund has identified good reasons for making sure retail employees are visible to shoppers. He reports that “Existing research suggests that humans are hardwired to be sensitive to the presence of other humans, and that the mere presence of someone is likely to affect human behavior. . . . This study examined empirically if the mere presence of an employee in a physical environment has an impact on customer affect (in terms of pleasure) and customer satisfaction. Two . . .
Tidying shifts shopper behavior