Retail roundup reaches conclusions
Research by Payne and his colleagues indicates the value of music in service environments. Data were gathered via interviews with retail and café workers and “a survey of workers in a large service retailer. The findings show broad support for music acting as a bridge for sociality [social exchanges]. Service workers appropriate music for their own purposes and many use this to provide texture and substance to social interactions with customers.”
Can the number of beats per minute (i.e., the tempo) of music being played influence perceptions of crowding in stores? A research team lead by Knoferle has found that it does: “In non-hedonic [not pleasure focused] settings such as retail stores, high perceived crowding has primarily been associated with negative outcomes such as stress, negative feelings, reduced feelings of control, and reduced spending. . . . Yet, from a shop owner’s perspective, social density [the number of people in an area] is desirable, as more customers typically lead to more sales.. . .
Sevilla and Townsend investigated links between retail sales and “’product-to-space ratio’ - how much [retail] space is dedicated to the presentation of each item.” The researchers report that they “demonstrate that retailers that allocate more space to the presentation of an assortment benefit from positive effects on product valuation, purchase, and even perceived product experience (taste).”
Lowe and Ramanathan investigated the consequences of acoustic reverberation in retail spaces. They found that “relatively higher levels of acoustic reverberation can increase a consumer’s willingness to try unfamiliar products. . . . Reverberation (reverb) refers to the prolongation of sound (Valente, Hosford-Dunn and Roeser 2008). Extremely high levels of reverberation might be understood or described as echo. . . . Reverb levels are affected by the characteristics of an environment in which a sound is made.
Sometimes yes, sometimes no
Consistency matters, a lot
Use islands not aisles
Work by Giebelhausen and colleagues indicates that there’s value in building support for charitab
Backstrom and Johansson studied consumer responses to being in stores, replicating a study they c