How Does Store Design Affect Shopper Purchases?

1950 Words8 Pages
How does store design affect shopper purchases? Can retailers use the design to drive sales?
Over the years, retailers have become increasingly focused on the design and environment of their stores to influence customers’ perceptions and purchasing behaviour. However, with intense competition in the retail sector, it is imperative that retailers keep their stores up-to-date and ensure that they appeal to their target market (Baker, Grewal and Levy, 1992: 446). A combination of various design factors can be carefully implemented to create the ‘right’ atmosphere for the customer and reflect the appropriate image for the brand. Kotler first introduced the concept of store atmospherics to describe the conscious designing of retailing environments, in order to evoke emotional and behavioural responses in the buyer to encourage their purchase decisions (Kotler, 1973: 50). The correct execution of the store environment can impact the store patronage decisions and fundamentally develop customer relationships. This essay will explore the ways that retailers enhance the store environment in order to affect shopper purchases, by examining the ambience, design and social aspects used to impact shopper purchases. It will investigate the ways in which the atmospheric and design techniques have been both successful and unsuccessful and understand whether retailers can use the design to drive sales for the store.
The Mehrabian-Russell (M-R) Environmental Psychology Model was developed
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