Zhang and colleagues probed the value of physical stores. They share that they hypothesized “that one benefit of the store to the retailer is to enhance customer value by providing the physical engagement needed to purchase deep products – products that require ample inspection in order for customers to make an informed decision. . . . we find that buying deep products in the physical store transitions customers to the high-value state more than other product/channel combinations. . . . Customers purchase a deep product from the physical store.
Otterbring and colleagues researched the implications of the physical distances between salespeople and customers. Design can influence the distance between the people selling and potentially buying goods in a number of ways, for example, via sales/display counter/case dimensions and aisle width. The Otterbring-lead team found via a series of lab and field studies that “store loyalty, purchase intentions, and actual spending behavior are negatively impacted when consumers encounter a salesperson who is standing close by (vs. farther away), particularly in expressive consumption contexts.
Neuroscientists have determined how retail design can meaningfully increase sales in physical stores and online, all while elevating buyers' and sellers' lives.
Stress levels and ability to focus affected
A study published in the Journal of Marketing, written by Keh, Wang, and Yan, reports on effective retail display design; its findings are likely applicable more generally by retail designers. The Keh-lead team shares that “Imaginative displays are constructed using multiple units of the same product in a novel, yet aesthetically appealing, form. . . . relative to standard displays (i.e., non-novel and neutral aesthetics), imaginative displays can increase customers’ purchase intention, actual purchases, product sales, and ROI. . . .
Distance has consequences
What matters, when
Adding augmented reality experiences can increase sales. Tan, Chandukala, and Reddy report, in a study published in the Journal of Marketing,that “AR transforms static objects into interactive, animated three-dimensional objects, helping marketers create fresh experiences that captivate and entertain customers. . . . . AR is also an effective medium to deliver content and information to customers. . . . AR can also be used to provide in-store wayfinding and product support. . . .
Blut and Iyer investigated the implications of retail crowding. They determined via a meta-analysis of previously published studies that spatial crowding, which is tied to the physical features of a space, such as the space available to a person and the form of that space, degrades store evaluations while human crowding, or the perceived number of people in a store and impressions of the interactions of those people, enhances those assessments: “Managers should also examine if their retail or service setting is perceived as hedonic [pleasure-related], and whether attracting more customers
Links to temperatures and sales