An experimental approach to improve retail layout: shoppers reactions to layout

摘要

This paper examines the layout strategy in relation to retail stores. Brief descriptions of possible layout strategies are given. These layout strategies were then related specifically to the Wal-Mark Corporation, in particular four stores in upstate New York.Firstly the ideas were applied to each department within the store. In this discussion, we compared each department to a specific store that focuses on the retail of that exact produce. Five hundred questionnaires, along with short descriptions of 'the most important layout strategies', were randomly distributed among the customers throughout these four stores during a six-month period. The five points and three servicescapes to retail layout were used to analyse Wal-Mart's overall layout strategy. We rated Wal-Mart's overall layout and rated each one according to our number system. Finding all characteristics of a good layout for each point and then determining through a rough fraction of how many of those Wal-Mart fit gave ratings. This paper concludes by analysing our results and includes suggestions for the improvement.