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Store Design and Visual Merchandising by Claus Ebster

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Chapter 2

Where Am I?

Helping Shopper Orientation in Your Store

One of the most basic principles of store design is that consumers desire order in their world. While customers also want a friendly staff, attractive surroundings, and so forth, all of these are of little value if the shopper feels overwhelmed by the store. This can easily happen because today most stores are self-service stores. Particularly in large retail spaces, consumers can easily lose track of their surroundings. Just imagine stores like Wal-Mart Supercenters, which are an average size of 197,000 square feet.1 Isn’t it easy to get lost and confused in such vast spaces? But even in smaller stores, consumers can feel lost.

The Effects of Shoppers Losing Their Orientation in ...

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