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

Authors: Seyed-Mahmoud Aghazadeh

Addresses: Department of Business Administration, School of Business, State University of New York, Fredonia, NY 14063, USA

Abstract: 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-Mart 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 product. 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.

Keywords: retail layout; signs; symbols; artifacts; layout strategies; ambient conditions; functionality; departments; servicescapes; Wal-Mart.

DOI: 10.1504/IJSS.2006.009760

International Journal of Services and Standards, 2006 Vol.2 No.3, pp.303 - 322

Published online: 09 May 2006 *

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