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The Science Of Shopping.edited

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Surname 1
DISCUSSION
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Course
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January 10, 2020

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Surname 2
DISCUSSION
Part I
I managed to visit a rather popular supermarket in my neighborhood to study its spatial
design as it is always flocked with a high number of customers as per my prior observation.
Several factors regarding this supermarket appeared to match with the design strategies
mentioned by Gladwell in the reading. And these factors appeared to have a significant impact
on shoppers and potential shoppers.
For instance, upon approaching the supermarket while walking on the sidewalk, one
easily notices the commodities presented on the display windows even from over twenty feet
away. Gladwell states that “Paco Underhill tells his retail clients to make sure that their window
displays are canted, preferably to both sides but especially to the left so that a potential shopper
approaching the store on the inside of the can see the display from at least twenty-five feet
away”. Once I entered the supermarket, I noticed the presence of a decompression zone where no
items were placed until after roughly 12 paces from the entrance. According to Gladwell, this
zone exists as shoppers who enter the supermarket need to downshift and re-focus their attention.
Therefore, shoppers are less likely to notice any commodity displayed in this zone.
I also noticed that most products on promotion were displayed nearly 20 paces from the
entrance, which is outside of the decompression zone where customers can easily spot them from
the entrance of the supermarket. One technique I found to be similar to what Norton discusses is
the emphasis on the need to effectively display the goods to potential shoppers. Norton states that
“the activity of catalog shopping, and the pursuit of individuality, are not, however, wholly
solitary. The catalogs invest their commodities with vivid historical and social references.

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Surname 1 DISCUSSION Name Course Professor January 10, 2020 Surname 2 DISCUSSION Part I I managed to visit a rather popular supermarket in my neighborhood to study its spatial design as it is always flocked with a high number of customers as per my prior observation. Several factors regarding this supermarket appeared to match with the design strategies mentioned by Gladwell in the reading. And these factors appeared to have a significant impact on shoppers and potential shoppers. For instance, upon approaching the supermarket while walking on the sidewalk, one easily notices the commodities presented on the display windows even from over twenty feet away. Gladwell states that “Paco Underhill tells his retail clients to make sure that their window displays are canted, preferably to both sides but especially to the left so that a potential shopper approaching the store on the inside ...
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