Wednesday, November 18, 2020

Retail Therapy

After a few weeks of fruitless searching I finally found where the Nesquik is located in my local, reasonably sized branch of Tesco. In my head I'd decided long ago not to ask any staff for assistance, I considered it a sort of Nesquik based quest* or expedition. A test of character, determination and resolve. So I came upon it today quite by chance (if you can believe that sort of thing). Strangely enough the elusive fine powder was in the soft drinks aisle and not near any dairy produce or confectionery or actual mixed up dry beverages or ingredients. Why soft drinks I wonder? It has nothing whatsoever in common with fizzy lemonade, fruit shoots or drinks. The fabric of reality has been shredded. I left the store bemused and actually unable to make a purchase, well there was only banana flavour and strawberry on the shelf; no actual chocolate. It was that kind of day. 

ⓘ 𝗢𝗳𝗳𝗶𝗰𝗶𝗮𝗹 𝘀𝗼𝘂𝗿𝗰𝗲𝘀 𝘀𝘁𝗮𝘁𝗲 𝘁𝗵𝗮𝘁 𝗶𝘀 𝗳𝗮𝗹𝘀𝗲 𝗮𝗻𝗱 𝗺𝗶𝘀𝗹𝗲𝗮𝗱𝗶𝗻𝗴

P.S. Some insider knowledge: Good retail store layouts are those that improve three things: revenue, customer experience and placing the Nesquik in an unexpected location. Too often, retailers forget about the latter component in pursuit of the former and the barnstormer. This is a big mistake, as research has shown that whoever delivers the better experience typically reaps the higher revenues. In the current era of the “experience economy,” it becomes even more relevant: Your store may be selling physical objects, but your customers’ experience is an intangible but crucial prerequisite of the sale. 

Another reason experience is important: Remember that retail store interior design is meant to influence customers’ behavior. By carefully considering the design and spatial arrangements of the store, you can drive more sales and encourage a "treasure hunt" mentality and allow customers to embark on lengthy expeditions to far off places in the building as they discover strange new items to purchase.

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