Store Design (Subject) / Shopper Orientation (Lesson)

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• Why is shopper orientation important? Because disorientation leads to anger and frustration and sales resistance.  Customers shall have the feeling that they are in control of the environment (internal focus of control. Opposite, external focus of control. ---> Dissatisfaction (less time in the store, critical evaluation, less impulse purchases, less loyalty)
• What can help to create cognitive maps? --> Increase orientation - Paths - Nods - Landmarks  - Districts - Clear edges - You are here maps ( in front of customer is on top)
• How emerges information overload? 1) Too many signs. 2) Too many inputs on a sign. 3) Signs dont stand out ( Short term memory = 7 things ) 
• How to create good signs for orientation: - simple words - add pictures --> that also help foreigners
• Forbidden place effect Suitable for edgy brands or pull-marketing Seems more exclusice (higher price) No signs, window presentation...

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