Designing in Middle Aisles (01-30-19)

How do middle aisles influence shopping behavior?  Page and colleagues set out to  “establish the effectiveness of a supermarket layout with a middle aisle splitting all other aisles, compared to a ‘traditional’ layout (without a middle aisle). . . . The research aims to . . . explore the shopper traffic entering and existing the middle aisle, and interaction with endcap promotions . . . and . . . compare the two stores based on basket size (in items and dollars) and trip duration. . . . all performance metrics are almost identical between the two stores [one with and one without a middle aisle] on the overall level. . . . the presence of a middle aisle does not bring any additional value in terms of making the store easier or quicker to navigate. . . . in most occasions, shoppers pass through the aisle as if there was no break.”

Bill Page, Giang Trinh, and Svetlana Bogomolova.  2019. “Comparing Two Supermarket Layouts: The Effect of a Middle Aisle on Basket Size, Spend, Trip Duration and Endcap Use.”  Journal of Retailing and Consumer Services, vol. 47, pp. 49-56, https://doi.org/10.1016/j.jretconser.2018.11.001