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Future of Retail — Insights


issue 04


Supermarkets can control shoppers’ speed of walking


INSIGHTS


Here we focus on innovation and the latest research relating to omnichannel retail.


New research has found that supermarkets can control people’s walking speed when shopping by changing the pattern or markings on the fl oor.


A study by Rotterdam School of Management, Erasmus University has revealed that retail managers can persuade customers to walk at the ideal pace, either quicker or slower, on their shopping trip, by altering lines and patterns. Bram Van den Bergh, who led the


research, said: “Managing the fl ow of customers can be a challenge for retailers. When customers rush through the store, they miss interesting products and buy less. Spending too much time in front of the shelves can lead to annoying congestion in the aisles, which also leads to declining sales. “It has been known for some


time that walking speed plays an important role in shoppers’ purchasing decisions. But until now it was unclear what retail managers could do to infl uence the pace of their customers. This research was set up to fi nd


out how they might achieve this.” The researchers found that closely


spaced, horizontal lines on the fl oor slowed the pace at which shoppers walked down an aisle, encouraging them to browse. In contrast, wider gaps between the lines made shoppers move more quickly. The university explained that


marks on the fl oor alter the perception of the length of the aisle with more frequent lines making shoppers believe that the end is farther away so they instinctively slow down. If the lines are further apart, shoppers speed up because they think the end is nearer. The researchers observed 4,000


people in a series of experiments that were conducted both in-store and in a lab. If the lines were 20 inches apart, they found it created the optical illusion that the end of the aisle was further away. Shoppers then tended to slow their pace. In subsequent tests, slower


shoppers were found to be much better at recalling what products they had seen than those who sped through. The researchers related their


fi ndings to goal gradient theory: when an individual is closer to their goal, in this case, the end of the aisle, they will walk faster to reach it.


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