Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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At the exit, relevant actions include:<br />
Reduce or eliminate ―impulse items‖ such as c<strong>and</strong>y, gum, sugary sodas, <strong>and</strong> gossip<br />
magazines near checkout <strong>and</strong> the store exit, <strong>and</strong> replace them with products with that carry<br />
positive H+W overtones such as functional beverages.<br />
Remove vending machines wherever possible from the store exit. Exiting into a ―sea of<br />
vending machines‖ can have a negative effect on H+W perceptions, as those machines<br />
typically contain items that are cheap <strong>and</strong>/or sugary. As alternatives, vending machines<br />
could be replaced with H+W-enhancing props such as fresh plants, a floral department<br />
could be placed strategically so consumers ―exit through freshness,‖ or H+W in<strong>for</strong>mational<br />
feature could be placed in the exit area.<br />
Manage shopping carts in a way that makes them less visible <strong>and</strong> less likely to serve as<br />
obstacles at the store exit.<br />
Space <strong>and</strong> Layout Practices to Avoid<br />
There are two particular, common practices of space arrangement which generally tend to detract<br />
from consumer H+W impressions <strong>and</strong> should be avoided.<br />
OPEN SPACES THAT ACCUMULATE RANDOM SALE GOODS<br />
In many retailers we find that spaces left open tend to accumulate r<strong>and</strong>om, typically on-sale<br />
merch<strong>and</strong>ise. While this may serve a useful purpose in ―blowing out‖ extra inventory, it also serves to<br />
reduce the overall consumer quality <strong>and</strong> H+W impressions of a store. This very common practice<br />
creates ―messiness‖ <strong>and</strong>/or ―obstacles‖ that many consumers do not appreciate. The two pictures<br />
below illustrate this practice.<br />
Figure 112 - Miscellaneous Sale Goods on the Floor<br />
Retailers are faced with a trade-off here. Using these spaces to sell excess inventory solves an<br />
immediate need. However, avoiding that practice is beneficial in a larger sense to a store‘s overall<br />
quality perception.<br />
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