This document provides ideas for retailers to rethink their store design and shopping experiences. It suggests that retailers overload stores with merchandise which lowers perceived value. It also notes that shopping feels lonely and stores isolate customers. The document proposes ideas like using games in a store app to encourage social interaction among shoppers. It also recommends blending stores with their surroundings by removing large displays at entrances and hiding security gates to create a more welcoming first impression.

1. oh, you!
extremely boring examples of manipulations
in chain shops
insights and some tips
pictures courtesy of no photo polices of
chainstores and http://www.flickr.com/commons/

2. 1: Horror Vacui
Fear of empty space, seen for example in baroque architecture, where every possible space is filled with objects

3. merchandise everywhere
even if things for sell are organized logically
they are presented in overabundance
research shows that this way of
presentation lowers the perceived value
of merchandise = people buying more
but it causes cognitive overload
IDEA: put all that stuff in surprising context
make your computer shop look cozy like a winter lodge
display clothes in refrigerators
give your bookstore a spacey - edgy filling of sport store

4. 2: together alone
Shoping is a lonely endavour, even when you shop with friends.

5. strangers in shops don't interact
labirynthian construction of stores isolates us
from other adventurers
staff and security is discrete and does
everything not to interrupt our trance
what if it could be changed?
IDEA: help people meet with games
create a phone app for your store with small challenges that inspire cooperation
create spaces for people to share opinions on your merchandise
propose discounts if one item is bought by few people
MAKE shopping SOCIAL

6. 3: tight entrances
Security gates and cluttered expositions make shops feel like fortresses

7. shop displays rarely drag me in
a large number of cash registers, big
exposition, arrays of security gates...
shops in a mall do everything to separate
from each other and compete for
customers attention with visual stimulus
less is more
IDEA: blend with the surrounding
get read of exhibition display - create the first impression with your shop
contents not with the exposition
hide doors and security gates
redefine borders