Store Layout and Visual Experience (12-30-19)

Mowrey, Parikh, and Gue investigated links between retail store layout and exposure to products for sale.  They report that “A retail store’s layout affects a shopper’s visual experience and correspondingly the time spent in the store, navigation through the aisles, and allocation of attention and money across departments and categories. We show that alternate rack layouts allow for more of a rack’s facing to appear in the shopper’s visual field. . . . Results for the case of unidirectional shopper travel suggest that racks oriented at 30° from the direction of travel exhibit nearly 250% increase in exposure when compared to 90° racks; for bidirectional traffic, acute orientations [around 30° for the test space] still provide up to 150% higher exposure.” This finding is important because “What is not seen is likely not going to be bought unless it was a planned purchase.. . . Improved exposure means more rack locations may now be seen by shoppers during their typical travel-path without unnecessarily elongating their paths.”

Corinne Mowrey, Pratik Parikh, and Kevin Gue.  2019.  “The Impact of Rack Layout on Visual Experience in a Retail Store.”  INFOR: Information Systems and Operational Research, vol. 57, no. 1, Facility Layout Part II, pp. 75-98, https://doi.org/10.1080/03155986.2017.1402475