The Butt-Brush Effect. Every customer has their area of own personal space. This is the area that if permeated causes shoppers to feel uncomfortable. Personal space transformed into a retail space suggests that when a buyer is bumped or jostled while exploring merchandise, they are likely to be uncomfortable, lose interest, and leave the zone. Underhill notes that “uncomfortable shoppers do not tarry; in fact, they often leave before buying even what they came for”. Creating manoeuvring room for customers greatly reduces the butt-brush effect. More manoeuvring room increases time customers spend inside the store and enhances the chances of purchasing.
Seating Area. Researchers spend time in stores observing how merchandise is displayed, how
Seating Area. Researchers spend time in stores observing how merchandise is displayed, how