Store Design (Fach) / Week 1 (Lektion)

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• Facts - Up to 80% of the buying purchases are made in the store - Shoppers walk counter-clockwise - Shoppers avoid narrow aisles - Shoppers stay on the same floor
• Methods - hidden (unobstrusive) observation --> see where they go and what they buy - Video-glasses --> See what they look at and how long - Surveys  --> ask the customers what they really want (GAP MODELL!!!!)
• Zones of the store - Transition zone - Attention Hotspots - Problem Areas - Loop
• Loop = main path trough store = easiest way trough the store - Important for cusstomer orientation - Lines can be seen as barriers - Colors, flooring material and light can be used to diferentiate - Can bring the customer to less frequented areas - Use focus points to reward the customer for walking on it
• Problem areas - Narrow aisles - Dead ends  - Area after checkout
• Attention hotspots Entry End caps (impulse, secondary placement) Areas next to escalators Checkout Displays
• Transit zone = Zone every customer has to pass - Customer has a lot to do with the information input - Not the zone where most the sales are made, but a zone to make a good impression
• Store layouts Grid layout Counter store Forced path Free form layout                   Star layout                     Boutique layout                          Arena layout
• Product Variety - customer perceive that as a good thing to have the freedom of choice (attractive) - but too many choices can confuse the customer --> prevent purchases - in the shop we want to give the customer a good choice, but we highlight the profit products
• Shelf placements - Stretch Level 6ft. -Eye level 4-5 ft. - Touch level 3-4 ft. - stoop level lower 3ft. 
• Anzeige
• Searching patterns Orientation --> horizontal --> brand blocks Searching --> Vertical -->  product blocks

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