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4.

2 Analysis, Interpretation & Recommendation

A. Analysis based on Social Patterns of Consumer


Movement
Type of
Shopper
Loyal Shopper

Associated

Findings

Architectural Solutions

Social Pattern
Loyalty

- Loyal shoppers

- There should be no

recognize the retail

items blocking the vision

store by its brand.

of the shoppers; such as

- Normally has

partition walls, huge signs

long/sufficient time

and the likes, so that it

available.

would be easier for the

- A higher percentage

shoppers to track down

of this are female.

the store.
- If display items are
provided, the standard
eye height of a female =
1.44m 1.65m and for
male = 1.55m 1.77m.
- A wider pathway is
provided for the users,
which is 2.85m, wherein a
separate lane is provided

Discount

Sales

Shopper

- Discount shoppers

for rushing shoppers.


- The retail store should

make their decisions

have a sales area, where

based on store

retailers can display the

markdowns.

sales products as well as

- Also known as

discounted products

convenient

which attracts shoppers

shoppers.

attention.

- This type of shopper

- Sales area

can stand long paths

approximately = 4 sq.m

and flexible routes.


- Normally has
long/sufficient time
Impulse Shopper

Product

available.
- Impulse shoppers

- Interior should minimize

Hunting

like to see a wide

the use of barriers that

variety of items

totally block the vision of

because they tend to

shoppers from other

hunt for products.

spaces.

- Also known as

- The standard eye height

discerning shoppers

of a female = 1.44m

- Normally opts to walk

1.65m and for male =

paths that are highly

1.55m 1.77m.

convenient to them.
- Has plenty of
Need-based

Rushing

Shopper

available time.
- Need-based

- The pathways should be

shoppers are always

unobstructed and free

in a hurry and they

from jams.

must be entertained

- That standard are

quickly or they will

allotted for pathways in a

leave.

retail store is 1.2m, but is

- Also known as swift

not enough. According to

shoppers.

the study of proxemics

- Fast and goal

where 1.2m is the social

oriented.

distance for interaction,

- Normally would opt

this will be doubled with

to choose shortest

an addition of 0.6m, a

paths to their chosen

lane for rushing users;

destination.

with a total of 2.85m for a

- Has the shortest time

comfortable pathway.

Wandering

Window

availability.
- Wandering shoppers

- The shopping center

Shopper

Shopping

are after experience;

must be provided with

they want a sense of

recreational spaces which

community.

will attract wandering

- Normally opts to walk

shoppers who spread

either long or pre-

popularity by mouth.

defined stops.

- Retail store with the use

- Has plenty of

of glazing system for

available time.

shopfronts.
- According to the study of
proxemics where 1.2m is
the social distance for
interaction, this will be
doubled with an addition

of 0.6m, a lane for rushing


users; with a total of
2.85m for a comfortable
pathway.
Table 4.5 Group-specific behavior in shopping environments

B. Analysis based on Group-specific behavior in


shopping environment

Cluster

Loyal

Discount

Impulse

Need-

Wandering

Shoppers

Shoppers

Shoppers

based

Shoppers

Shoppers
Gender

Mainly female

Balanced

Mainly female

Balanced

Mainly female

65.2% female

50% female

65.2% female

50% female

60% female

Average Age

34.8% male
High (on ave.)

50% male
Balanced:

34.8% male
Balanced:

50% male
Balanced:

40% male
Balanced:

Average

(range: 25-62)
Low

(range: 25-56)
Low / Middle

(range: 14-58)
Middle

(range: 14-58)
High

(range: 25-56)
Low

Velocity
Main Interest

No main

No main

Special

Daily needs

No main focus

focus

focus

products

Available time

Sufficient /

Sufficient /

(sales)
Plenty

Little

Plenty

(on average)
Duration of

Plenty
Relatively

Plenty
Average

Relatively

Low on

Comparatively

Stay
Frequency of

high
Average /

High

high
Average /

Average
Low

Long
High

stops
Architectural

High
- There

- The retail

High
- Interior

- The

The shopping

Concepts /

should be no

store should

should

pathways

center must

Solutions

items blocking

have a sales

minimize the

should be

be provided

the vision of

area, where

use of

unobstructed

with

the shoppers;

retailers can

barriers that

and free from

recreational

such as

display the

totally block

jams.

spaces which

partition walls,

sales

the vision of

- That

will attract

huge signs

products as

shoppers

standard are

wandering

and the likes,

well as

from other

allotted for

shoppers who

so that it

discounted

spaces.

pathways in a

spread

would be

products

- The

retail store is

popularity by

easier for the

which attracts

standard eye

1.2m, but is

mouth.

shoppers to

shoppers

height of a

not enough.

- Retail store

track down

attention.

female =

According to

with the use

the store.

- Sales area

1.44m

the study of

of glazing

- If display

approximately

1.65m and for

proxemics

system for

items are

= 4 sq.m

male = 1.55m

where 1.2m is

shopfronts.

1.77m.

provided, the

the social

- According to

standard eye

distance for

the study of

height of a

interaction,

proxemics

female =

this will be

where 1.2m is

1.44m

doubled with

the social

1.65m and for

an addition of

distance for

male = 1.55m

0.6m, a lane

interaction,

1.77m.

for rushing

this will be

- A wider

users; with a

doubled with

pathway is

total of 2.85m

an addition of

provided for

for a

0.6m, a lane

the users,

comfortable

for rushing

which is

pathway.

users; with a

2.85m,

total of 2.85m

wherein a

for a

separate lane

comfortable

is provided for

pathway.

rushing
shoppers.
Table 4.6 Group-specific behavior in shopping environments Analysis

C. Analysis based on Store Layouts Typology


Type
Free flow Layout

Grid Layout

Advantages

Disadvantages

- Allowance for browsing

- Encourage loitering.

and wandering freely.

- Possible confusion for

- Increase impulse

shoppers.

purchases.

- Waste of floor space.

- Visual appeal.

- Cost

- Flexibility.
- Low cost.

- Difficulty of cleaning.
- Plain and uninteresting.

Loop Layout

Spine Layout

- Customer familiarity.

- Limited browsing.

- Merchandise exposure.

- Stimulation of rushed

- Ease of cleaning.

shopping behavior.

- Simplified security.

- Limited creativity in

- Possibility of self-

dcor.

service.
- Expose customers to

- Stimulation of rushed

the greatest amount of

shopping behavior.

merchandise.

- Limited creativity in

- Variation of grid, loop,

dcor.
- Heavily used by

and free-form layouts.

medium-sized specialty
stores.

Table 4.7 Analysis based on Store Layouts Typology

Interpretations based on gathered data


Consideration / Guidelines
Monotonous Design

New Typology
- Combining aspects of
store layouts typology, the
new typology to be created
is a