Add How should Retail Store Layout Planning Evolve for Shoppers who Arrive Half-Decided?

How should Retail Store Layout Planning Evolve for Shoppers who Arrive Half-Decided%3F.-.md

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+<br>The decompression zone. Where customers have to be funneled through the store, whether they want to or  [Top Source Media](https://365.expresso.blog/question/understanding-search-engine-optimization-strategies-for-online-success/) not. Classification and sortation was a means for customers to be walked through product that they had no interest in, in the hopes that one may "pop" out at them prior to arriving at the product that they wanted to find. This was not an accident but an intentional design driven by customer knowledge: the customers were uneducated as to what they wanted; they were "browsing" and "discovering", and the store was controlling the whole process. This was the past and hence why this works for that business model. Blank slates entering the store were customer identities, and didn't compare shop on their phones while they were still outside of the store, or while still in the store on their cell phones before exiting. Visual displays and merchandising could still influence an unfinalized purchase decision.<br>
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+<br>Retail layout error is very expensive to make; retailers found little risk in making a decision assuming that customers would come to visit that [expensive store](https://www.huffpost.com/search?keywords=expensive%20store) layout planning. The informed customer wants to be able to see your product on instagram, your recommendations on tiktok, your reviews on youtube, your comparisons on the marketplace, your prices on your web-site, and maybe even your shopping cart on your web-site before they enter your brick and mortar store to purchase it. The purchase decision has been initiated by the buyer; and  [Top Source Media](https://bybio.co/aleida77w) the buyer is confirming it. Many times their shopping decision has been already made before they enter the store. According to a Google consumer insights report, "Customers increasingly research digitally before entering a brick-and-mortar store," shop on their mobile device, and use an omnichannel strategy to make purchasing decisions. According to the Global Consumer Insights Survey, a PwC report: customers have unified their online, mobile, social and physical shopping into one singular experience.<br>
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+<br>The first touchpoint of a customer is not necessarily the shop; the last touchpoint is often the store. The informed customer requires a store that is fundamentally different than a browsing customer; vastly different than the "shopper." The customer wants to locate what they are looking for, receive confirmation that the product is what they expected it to be, touch it, taste it, smell it for a few seconds, and make their [transaction](http://dig.ccmixter.org/search?searchp=transaction) frictionless, instead of being forced down three product paths before arriving at the desired product. Why Layout Assumptions Are Becoming a Problem? Traditional layout, where shoppers' journeys are guided for purposes of discovery and sequence motion, are at odds with the purposeful user, and give no opportunity for discovery;If the customer already knows what they are looking for by seeing the product online, and already have it sorted out in their heads whether or not to purchase the item, and at what price point; they will not find forced, irrelevant path movement across an aisle and three categories conducive to the purchase decision process, but merely an annoyance.<br>
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+<br>Customers have a desire for quick, low-friction shopping and simple decision-making according to Forrester consumer experience research, so there is a paradigm shift from traditional store strategies of basket expansion and dwell time, to one of what causes the site visitor to become psychologically fatigued from the visit to a web site from the presence of an irrelevant, product path not pertinent to the site visitor's needs; it cost very little to put forth a retail layout error and it cost retailer nothing to believe customers will still show up to the expensive, layout error store. Retailers need to rethink the problem of maximizing exposure time, not by amount but by speed to the right product; retailers need to rethink the problems of optimizing cognitive load for store visits, two vastly different spatial design challenges, both requiring two distinctly different spaces. Easy, intuitive traffic patterns and guided circulation paths are what today's consumer expects of a retail space (according to gensler retail experience research).<br>