business news in context, analysis with attitude

“As researchers, we train ourselves to look at stores in pieces; pieces (both tangible and intangible) that we imagine represent the whole,” writes the Hartman Group’s David Moore in this week’s edition of HartBeat. “There is location, size, layout, reputation, cleanliness, customer service, traffic flows, product mix, and so on, which we can easily conceptualize as independent attributes. And all of our subsequent measurements, ratings, comparisons, and evaluations of these individual pieces supposedly render an accurate assessment of retail establishments.”

Moore continues, “Whether it's size, integration/segregation or some other design consideration, the success of implementation depends at least partly on how well the final design maintains or fits with the overall shopping experience already in place. If you want to stack the odds in your favor, then imagine what the experience, first of the whole store and second of the particular design element, would be like as a customer and proceed accordingly.”

For more about this subject, especially how the element of surprise and raised expectations can be created by a canny retailer, go to:

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