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Learning Journey to Optimise the Sales Floor: How to Use Our Understanding of Customer Behaviour

In: Multisensory in Stationary Retail

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  • Jan Hillesland

    (Link Analytix Global)

Abstract

We still generate the largest retail sales not online, but on site. For this reason, it is advisable to invest specifically in the further development of stationary trade. This chapter shows how to respond to the needs of customers as well as how to achieve higher sales and profits. After all, despite cost pressures, there are good and proven methods for incorporating actual customer behavior into the optimization of store and shelf space. How does the space affect people and how do we behave in it – consciously and unconsciously? With the help of in-store tracking, the sales floor can be used as a test studio and hypotheses can be tested directly and unbiased. The following findings are based on the results of eye-tracking studies and video analyses. To give just one example: Customers perceive only 1% of the products in the store. Which factors play a role in this?

Suggested Citation

  • Jan Hillesland, 2023. "Learning Journey to Optimise the Sales Floor: How to Use Our Understanding of Customer Behaviour," Springer Books, in: Gunnar Mau & Markus Schweizer & Christoph Oriet (ed.), Multisensory in Stationary Retail, chapter 24, pages 363-375, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38227-8_24
    DOI: 10.1007/978-3-658-38227-8_24
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