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The retail Anthropology: Main rules
- In the 1970s the American Paco Underhill created the field of “retail anthropology”, using observation to analyse what worked and didn’t work in stores.
- His findings showed that we all tend to behave in shops in certain ways.
- Firstly when people stroll down shopping malls they keep to the right – the Invariant Right rule.
- Also when they enter a store it takes them 5 to 15 paces to move from walking speed to shopping speed – Transition Zone.
- So shops should be put at the end this Zone or to the right.
- This is why we find the fast-food restaurants on left.
- People will readily cross a line of pedestrian traffic to eat but rarely to make an impulse buy.
- Secondly items that require perusal should be placed in wide aisles without danger for customer of being bumped into or being touched from behind– the Butt Brush Factor.
- Thirdly signature items- the stores famous brands- should be at the back of the store, so that shoppers will have to pass the whole range of goods.
- For the same reason many clothing stores place the fitting room at the back of the store.
- It some ways to manipulate our retail psychology by shops.
- IrinaSablinaApril 2017100% GOOD (2 votes)
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