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Inside the Mind of the Shopper: The Science of Retailing by Ph.D Herb Sorensen

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3In-Store Migration Patterns: Where Shoppers Go and What They Do

“There is no path. You make the path when you walk.”

—Antonio Machado, poet

An award-winning store in the Philadelphia area was designed with a dual entry—one entrance on the left and one on the right. It was arranged by the designer in such a way as to make the right entry inconvenient to reach, creating what was expected to be a dominant left entry. Customers were expected to move from the parking lot into the left entry and then proceed around the store starting from the left. Of course, shoppers did enter from the left, but this is where the plan broke down. The designer knew a lot about design, given that the store won industry awards, but not as much about shoppers. When ...

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