Document Type

Research Paper

Publication Date

2014

Abstract

A retail facility should effectively engage consumers during their shopping trips if they want to convert demand into purchases. Unfortunately, the complexity of the retailing environment and lack of scientific tools often results in gut-feel approaches experimented in practice. A key factor to retail design often alluded to, but rarely analyzed, is product exposure to the travelling shopper. We define the extent of the shopper's field of vision in order to determine the actual exposure of products experienced by a traveling shopper. In so doing, we can explore the effect rack orientation has on product exposure. Our main contributions include defining product exposure and an approach to estimate it at any point along the travel path. Our results indicate that certain rack orientations result in product exposures as high as 2.5 times that of the traditional 90° orientation.

Comments

Paper 19

Publication Title

Progress in Material Handling Research: 2014

ISBN

9781882780183

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