Experiential Inclusivity in Retail Interiors: A Mixed-Methods Study of Family Experiences in Department Stores

Retail environments are increasingly discussed within social sustainability frameworks, yet the in-store experiences of families with children remain underexamined in empirical retail design research. This study investigates how families with children experience department store interiors from an inclusive design perspective. A cross-sectional mixed-methods survey was conducted with 100 parents who had previously visited a department store with their child. The survey questionnaire generated both quantitative and qualitative data through 15 closed-ended Likert-type items and open-ended written responses. The findings indicate that family-inclusive retail experience should be understood as a multidimensional phenomenon shaped by accessibility and perceptibility; physical circulation and access comfort; auditory and sensory comfort; and visual perception and lighting. Across the results, physical circulation emerged as the most persistent friction domain, especially in relation to stroller maneuverability, waiting areas, and resting provision. Qualitative responses reinforced this pattern, highlighting congestion, circulation bottlenecks, sensory overload, and wayfinding difficulty. Overall, this study reframes family retail experience through the concept of spatial friction and proposes an exploratory framework for experiential inclusivity in department store interiors aligned with social sustainability objectives.