Lost in store navigation: What's the bottom line of irritation, shortfall, and unplanned purchases?

Kim Willems, Jeroen Schepers, Nathalie Demoulin

Research output: Chapter in Book/Report/Conference proceedingConference paper

Abstract

This article addresses shoppers’ wayfinding problems in-store. Study 1 identifies store layout illegibility (SLI) to be the main store environmental driver of shopping irritations, impacting negatively on customer satisfaction, based on a consumer survey (n = 150) in grocery retailing. Study 2 moreover finds a positive effect of wayfinding problems on shortfall and on unplanned purchases in grocery retailing (consumer survey, n = 402). Variety may well be the spice of life, but it’s apparently not that of the retailer’s business. A predictable layout, rather than the occasional change is advised in this paper’s implications for retail academics and managers.
Original languageEnglish
Title of host publicationProceedings of the 44th European Marketing Conference
Subtitle of host publication(EMAC)
Place of PublicationLeuven
PublisherEuropean Marketing Academy
Pages1-7
Number of pages7
Volume44
Publication statusPublished - 26 May 2015
Eventthe 44th European Marketing Conference -
Duration: 26 May 201529 May 2015

Conference

Conferencethe 44th European Marketing Conference
Period26/05/1529/05/15

Keywords

  • shopping irritation
  • servicescape
  • store environment
  • shortfall
  • unplanned purchases
  • wayfinding

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