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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/21189

Title: Lost in store navigation: What’s the bottom line of irritation, shortfall, and unplanned purchases?
Authors: Willems, Kim
Schepers, Jeroen
Demoulin, Nathalie
Issue Date: 2015
Citation: Proceedings of the 44th European Marketing Conference
Abstract: This article addresses shoppers’ wayfinding problems in-store. Study 1 identifies store layout illegibility (SLI) to be the main store environmental driver of shopping irritations, impacting negatively on customer satisfaction, based on a consumer survey (n = 150) in grocery retailing. Study 2 moreover finds a positive effect of wayfinding problems on shortfall and on unplanned purchases in grocery retailing (consumer survey, n = 402). Variety may well be the spice of life, but it’s apparently not that of the retailer’s business. A predictable layout, rather than the occasional change is advised in this paper’s implications for retail academics and managers.
URI: http://hdl.handle.net/1942/21189
Category: C2
Type: Proceedings Paper
Appears in Collections: Research publications

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