Understand the concept of the retail servicescape.
Assess the variables influencing the layout and design of retail servicescapes.
Explore the online retail selling environment.
Definition: A servicescape is the physical setting where marketplace exchanges occur (Bitner, 1992).
It begins as an empty shell and is designed to engage shoppers effectively.
Layout decisions depend on product nature and aim to:
Generate shopper interest.
Provide guidance for navigation.
Facilitate a smooth shopping experience.
Positioned in separate areas to draw consumers through the store.
Typically displayed along the exit path.
Examples: Bakery products, milk, Coca-Cola.
Placed in prominent areas to attract attention; typically near checkout.
Examples: Chocolate, snacks, gum, and magazines.
Central aisle where high-demand items, known as "power items," are located (e.g., milk, bananas, bread).
Seasonal aisles and till aisles are also significant for product exposure.
Use endcaps for promotional displays to enhance visibility and sales.
Types: Front endcap (facing the entrance) and rear endcap (facing storage).
The lead-off department's positioning should reflect the store's mission (e.g., fresh food focus).
Grid Layout: Products are displayed in a straightforward manner, maximizing space for a utilitarian shopping experience. Common in discount retailers like Aldi.
Free Form Layout: Encourages browsing and interaction with products; more suited for creating interest and complementarity.
Racetrack (Loop) Layout: Manages customer flow and groups product categories to maximize exposure (e.g., IKEA).
Connect customers with the brand through meaningful experiences engaging both rational and emotional aspects.
Color, lighting, sound, smell, touch, and taste play significant roles in creating a compelling retail environment.
7C Framework of Digital Retailing: Involves creating, capturing, communicating, and delivering online value.
Online store design and layout must be user-centric, allowing for easy personalization and frequent updates.
Good UX differentiates brands, enhances conversions, and fosters loyalty. Poor UX can lead to lost revenue.
Retailers should analyze customer feedback and engagement to refine the shopping experience across channels.
Bounce Rate: The percentage of visitors who quickly exit the site.
Conversion Rate: The proportion of visitors completing desired actions, such as purchases.