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Developing Visibility Analysis for a Retail Store: A Pilot Study in a Bookstore

Author

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  • Yi Lu

    (Department of Architecture and Civil Engineering, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong)

  • Hyun-Bo Seo

    (Department of Architecture, University of Seoul, 163 Seoulsiripdaero (90 Jeonnong-dong), Dongdaemun-gu, Seoul 130-743 Korea)

Abstract

Recent studies have confirmed that store layout influences a shopper's movement, purchasing behavior, and preference. However, the systematic and quantitative description of the layout of retail stores has been discussed in few studies. The analytic method for describing a layout presented in this study, with other refined analysis capabilities, is based on a prespecified set of visual targets rather than each occupiable location such as a room. The systematic visibility description of a layout enables quantitative comparison of multiple locations within one layout and across multiple physical layouts. An observation exercise took place in a bookstore and the target-based systematic analysis showed, while nontarget-based systematic analysis did not show, that a product with high visibility from major paths, where shoppers tended to have more visual contact, had more product engagement. The research not only confirmed the impact of store layout but also showed how the layout affected shoppers' behavior.

Suggested Citation

  • Yi Lu & Hyun-Bo Seo, 2015. "Developing Visibility Analysis for a Retail Store: A Pilot Study in a Bookstore," Environment and Planning B, , vol. 42(1), pages 95-109, February.
    • Handle: RePEc:sae:envirb:v:42:y:2015:i:1:p:95-109
    DOI: 10.1068/b130016p
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    References listed on IDEAS

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    1. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
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    Cited by:

    1. Mowrey, Corinne H. & Parikh, Pratik J. & Gue, Kevin R., 2018. "A model to optimize rack layout in a retail store," European Journal of Operational Research, Elsevier, vol. 271(3), pages 1100-1112.
    2. Shatu, Farjana & Yigitcanlar, Tan & Bunker, Jonathan, 2019. "Shortest path distance vs. least directional change: Empirical testing of space syntax and geographic theories concerning pedestrian route choice behaviour," Journal of Transport Geography, Elsevier, vol. 74(C), pages 37-52.
    3. Morone, Andrea & Nemore, Francesco & Schirone, Dario Antonio, 2018. "Sales impact of servicescape's rational stimuli: A natural experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 256-262.

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