1) 80% of shopper time is spend in search of items in the store, not actually shopping. If retailers can reduce the time shoppers spend looking for items (thereby increasing the ratio seconds per dollars), then the shopper will spend more money.
2) The three retail moments of truth: reach, stopping, and close. Shortening time and decision-making between each of these stops is crucial. Visual elements are extremely important as each moment is dictated by shoppers’ ability to discern desired products among others.
3) The three currencies of shopping: money, time, and angst. In retail environments, shoppers will make trade-offs between all three in their decision-making. Retailers, however, largely ignore the last two. Reducing the amount of selection and open space can decrease time and angst spent and subsequently boost sales.
4) Shoppers will not generally change their habits and preferences in navigation. Therefore, retailers must practice active retailing and place products in front of shopper paths and accommodate their established patterns of behavior.
*Disclaimer: Peapod.com is a great service with surprisingly fresh produce. I'm just nit-picking the website because it's my future job. And tip their drivers.
Beryl Zhao is currently pursuing a M.S. degree in Integrated Marketing Communications at Northwestern University with a concentration in marketing analytics. She aims to become a digital media strategist at a digital agency where she hopes to use both her creative and analytic skill sets in designing and optimizing seamless customer experiences in the digital and mobile sphere. Find her on LinkedIn or follow her on Twitter.