Retail Store Layout Considering Shopper Satisfaction: Abstract ID: 789114

摘要

A store's layout is known to affect how satisfied a shopper is with their shopping experience. This influences the amount of time they spend in the store as well as their desire to return for future purchases. Two irritants known to negatively affect shopper satisfaction are the shopper's inability to find the merchandise they are looking for and their inability to freely move due to spatial crowding. Designing a store layout that reduces or eliminates these irritants improves the shopper's satisfaction with their experience. We present an approach to quantify shopper satisfaction in terms of these two elements and incorporate them into a bi-objective optimization model that maximizes shopper satisfaction, alongside the retailer objective of maximizing impulse purchases. We illustrate the use of our approach using data collected from a local, major retailer. While our approach provides an approach to create a Pareto frontier, results for this store indicate that dominant solutions exist that can achieve both an increase in satisfaction and revenue.