While online shopping is more popular than ever, consumers still have not lost all feelings toward the traditional store shopping experience. Why do consumers still go to stores when they can order any item at the touch of a finger? The answer is atmospheric elements. Thus, this paper aims to take an in-depth look at what feelings, reactions, and impressions a consumer might feel upon entering a store and possibly explain why consumers still flock to brick-and-mortar stores.
Ross Stores Incorporated better known as Ross Dress for Less is one of the largest off-price retailers in the United States. Ross has grown from a six-store chain into a 12 billion, Fortune 500 company and they continue to break record sales. Even though I have been to …show more content…
Yet, for me, two atmospheric elements strategies had a significant impact that led me to make a purchase rather than visiting the store just for a class assignment. First, the layout. Although I was not fond of the clothing being disarrayed, I noticed that all my attention was geared towards the right where large racks of shoes were displayed. Who doesn’t love shoes? Upon walking in, you are forced to look right because the register blocks most of your left viewing ability. To my way of thinking, this right-side focus might be to set the customers up as if they are going through a maze, start to finish. Genius. Also, because of the bare-bones style layout, it was easy to spot the workout section and my beloved Nike running pants. In my opinion, this strategic layout created a sense of impulsivity and is not a set up for the state-oriented consumer. Despite not having any help to look for more sizes of clothing, the self-service type of atmosphere promoted me to browse longer as I did not feel watched or rushed to buy something. Lastly, as I glanced at open but unoccupied registers, I couldn’t help but to wonder if this was a strategic social setting element that creates crowding. If so, I am not a fan of this method as I prefer less dense or hectic stores. It’s worth noting, because of the functional qualities such as the convenience of the store hours, this may prompt me to come back for future
Ross Stores Incorporated better known as Ross Dress for Less is one of the largest off-price retailers in the United States. Ross has grown from a six-store chain into a 12 billion, Fortune 500 company and they continue to break record sales. Even though I have been to …show more content…
Yet, for me, two atmospheric elements strategies had a significant impact that led me to make a purchase rather than visiting the store just for a class assignment. First, the layout. Although I was not fond of the clothing being disarrayed, I noticed that all my attention was geared towards the right where large racks of shoes were displayed. Who doesn’t love shoes? Upon walking in, you are forced to look right because the register blocks most of your left viewing ability. To my way of thinking, this right-side focus might be to set the customers up as if they are going through a maze, start to finish. Genius. Also, because of the bare-bones style layout, it was easy to spot the workout section and my beloved Nike running pants. In my opinion, this strategic layout created a sense of impulsivity and is not a set up for the state-oriented consumer. Despite not having any help to look for more sizes of clothing, the self-service type of atmosphere promoted me to browse longer as I did not feel watched or rushed to buy something. Lastly, as I glanced at open but unoccupied registers, I couldn’t help but to wonder if this was a strategic social setting element that creates crowding. If so, I am not a fan of this method as I prefer less dense or hectic stores. It’s worth noting, because of the functional qualities such as the convenience of the store hours, this may prompt me to come back for future