Why We Buy: The Science of Shopping

Humans are shaped a certain way: Their hands can hold only so much, their eyes can read only a certain amount as they walk, their height limits what they can interact with. In retailing, however, it’s all too common that “environments fail to recognize and accommodate how human machines are built and how our anatomical and physiological aspects determine what we do” (40). Despite cultural differences, humans the world over are basically the same physically, and this physique has an overriding impact on their shopping experience. 

People tend to hurry from their cars to stores. Parking lots are crowded, filled with moving vehicles, and often hot, cold, windy, or rainy. Shoppers move quickly as they enter stores, ignoring window signs and displays, then spend several moments adjusting to the sights, sounds, temperature, and smells of the interior. This entrance area is a “decompression zone” or “landing strip” about 10 feet deep where customers will disregard displays and signage. It’s better, therefore, to place shopping baskets, flyers, signage, and store directories about 10 feet in.

In some departments—cosmetics, for example—it’s important to greet customers but wait about one minute before doing so. Doing so gives shoppers time to get comfortable in the store and decide whether they need directions to a particular area.