DBPapers
DOI: 10.5593/SGEM2016/B21/S07.050

SPATIAL CUSTOMER ORIENTATION IN THE SALES PROCESS WITHIN THE RETAIL ENVIRONMENT

M.Kholod, Y. Lyandau, M. Khachaturyan, A. Chigrov, K. Takai
Friday 9 September 2016 by Libadmin2016

References: 16th International Multidisciplinary Scientific GeoConference SGEM 2016, www.sgem.org, SGEM2016 Conference Proceedings, ISBN 978-619-7105-58-2 / ISSN 1314-2704, June 28 - July 6, 2016, Book2 Vol. 1, 389-396 pp

ABSTRACT

Sales process in the retail stores is highly influenced by the shopping behavior of customers. Creation of store designs which would serve customers in the best way is a part of efficiently organized sales process and effective distribution of merchandise in the store. This paper offers a new approach, combining features of the store design as well as behavior of a customer, such as “wall-shopping” and “right-handedness”. The findings indicate that designer-imposed, dominant layout direction (in our case clockwise), as well as “wall-shopping” behavior make customers who walk in this direction shop from outer sections. However, the most interesting group of customers are the ones moving in counterclockwise direction, as this particular group shops equally likely from outer and inner sections. These results show that while managing sales process in the retail environment, it would certainly worth to consider the spatial aspects of shopping behavior of the customers in such environment.

Keywords: spatial customer orientation, sales process, retail environment

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