CLOTHES FOR NEALWhile Neal explores toy railway inPolarn & Pyret, mom chooses winterjacket.Staff either watches after Neal or helpsmom with the choice, carrying clothes.Result:10 minutes in the shop3 items bought, including small extra(socks at the checkout)
SHOES FOR NEALWhile Neal rides a horse mom triesvarious shoe models on his feet.Then time for logic games and lengthtests, while mom shop shoes for herself.Result:15 minutes in the shop3 pairs of shoes (and a scarf for dad atthe checkout)
GROCERIES TIMETime to buy some veggies & fruits forthe whole family at ICA. Neal gets a ride.ICA gives banana to eat to every child,while mom and dad are doing shopping.And there are funny quizzes withpaprika scattered across the whole shop.Right answers get a prize at thecheckout. Result: 25 minutes in the shop (banana occupied ﬁrst 5 min, quiz guessing 12 min) 12 items bought (incl. chips for dad and chocolate for mom near the checkout) Improvement points: Section marking (got lost twice in search for baby food) Faster checkout options to avoid queue (e.g. portable barcode scanners)
CONCLUSIONSShops that invest in kid entertainmentextend more than twice family stay inthe shop.On average families with babies spend3-5 minutes rushing through a shop.Introducing entertainment helps to slowthe rush and make buy some more.