CONSUMER BEHAVIOR "SHOPPING THROUGH THE TWILIGHT ZONES OF STORES"

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Issue

The primary issue my case deals with is the initial zoning upon entering a store. When you are walking into a store you usually dont notice the first couple of things you see. This is because we have trained ourselves to walk at a faster pace in order to get from the parking lot to the actual store, so that when you enter the store, those first couple of steps are geared towards slowing down. Not shopping around. Whatever is in that particular zone is pretty much lost to the consumers. Usually when entering a store consumers are faced with one of the following, a display, a sign, or even a sales clerk-asking if they can help you. Chances are the consumer will be moving too fast to absorb the key things that marketers work so hard at to try and catch their attention with. Another issue is placing shopping baskets at the front of the store. Since the baskets are only offered at the front of the store consumers often miss them, which means they only buy what they can hold in their arms. The third issue in my article is the architectural design of the store. How the store is designed reflects upon your sales. For instance, if a customer feels uncomfortable with their surroundings, they are less likely to purchase goods from that particular store.

Rule The first rule addressed is zoning, which many stores came up with to grab attention of those entering the store, by putting sale items such as huge bins of marked down items in the front. Another idea was to put a horizontal table so that the consumer must slow down in order not to run into the table. This also attracts attention to the items on the table. It was also suggested that the small impulse buys be placed in this area of the store so that they are more noticable on the way out. In regards to the shopping baskets, it was suggested that retailers place shopping baskets throughout the store so that when needed, the consumer can just take one, rather then having to backtrack and go to the front of the store again. This will increase the amount of things that people buy because it will save time, as well as the amount of things in their arms. The third rule addressed in the case in the section entitled, Shoppers Move like People, is that shoppers automatically move to the right of the store upon entering it. This is a learned trait stemming from which side of the road we drive on. So anything placed on the right side of the store should be your most important goods. Also the feel the store gives off to a consumer reflects their purchasing behavior. Many things are displayed to be seen at a head on view but, because we usually walk at an angle this typically does not work. So all the money put into the display is a waste because it does not catch peoples eye unless they look at it straight on.

Analysis

These articles were very interesting. The Twilight Zone approached the issues that many stores face on a day-to-day basis with the way consumers shop. People are so worried about rushing to do everything that they forget to slow down and take a look at the things around them. This obviously seems to be the case with how people enter a store. They are worried about rushing in the store so fast that by the time they realize they are in the store, they have missed products along the way. This is why retailers should place a huge priority on the layout of the store. Many stores have decided to make the shopping experience as easy as possible and have seen a huge increase in their sales. They have done this simply by just being there to help the customers whether its handing them a basket or holding on to their personal items at a coat check area. Whatever it is, it has made the shopping experience more enjoyable for consumers everywhere. Consumers now feel as though they do not have to juggle the many objects theying with them while they shop. This has left more hands for shopping and less for dealing with unnecessary items. Because we are naturally trained to go toward the right, if a store wishes to get the consumer to buy something, it should be placed just slightly to the right of where they are standing. Retailers are starting to notice that if they tilt a display sideways just a little bit, more people will take time to look at it, rather then if it was straight on. It is easier because our eyes are trained to look in the direction that we are walking, and if the items on the shelf are on either side it makes it harder to look where we are going. Because of this many stores have chevroning shelves, which are angled and not parallel. They allow people to see more of what the store has to offer.

Conclusion

Underhill has some great ideas in regards to store zoning. My favorite one is to use the front of the store as a source to grab attention to the back of the store. This way nothing goes unseen by the consumer. In the case, You Need Hands, store zoning was such a problem that customers were even missing the shopping baskets. This is why it would be effective to place shopping baskets throughout the store so that people can pick them up as they go. Plus when people go in a store with the intent to buy one item, they feel they dont need a basket. If you place them throughout the store it will make it easier to decide if they want to purchase more items. For me there are some stores that make me feel very uncomfortable on entering. Simply because of the layout and the annoying salespeople who stop you every three feet to ask if you need help. These are the stores that I often do not purchase much in. Comfort plays a big role in shopping. If the consumer does not feel comfortable chances are they will not purchase much. Retailers should make it a point to help the consumer feel comfortable, a simple "Hello" might be better then "Can I help you?" No one likes to admit that they cannot do something on their own, the second they walk in a store. As a shopper I feel that the shopping experience should be an easy one. This all reflects how it is set up. People do not like to work hard to find items to purchase. As for myself, I am more likely to buy something that is displayed in a way that I dont have to dig in order to find what I want. The decision to purchase something is hard enough; we dont need the shopping to be hard as well.

Biblical Reference

Ecclesiastes 11

He has made everything beautiful in its time. He has also set eternity in the hearts of men; yet they cannot fathom what God has done from beginning to end.

To me this verse means that we can never be completely satisfied with earthly pleasures and pursuits. Nothing but the eternal God can truly satisfy us. He has built in us a restless desire for the kind of perfect world that only can be found in his perfect rule. In this aspect, no matter what you do to change the patterns of the world to fit mankinds liking, there will always be someone who will not be satisfied. This too applies with these cases, no matter how you change the layout of your store, where things are found, zones, how things are displayed. You are not going to reach everyone because someone will always be left unsatisfied. So instead seek to satisfy the heavenly Father rather than people of this world.

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