Svängda hyllor - den raka vägen till en attraktiv butik? En kvantitativ studie om konkava hyllors effekter på kundens perception av sortimentet, upplevelse av butiksmiljön och köpbeteende.

Sammanfattning: Due to the harsh competition among Swedish food retailers, in-store marketing is a crucial component in the stores marketing strategy. In an attempt to differentiate among its competitors, COOP Sweden has begun to use concave store shelves. Although the food retailing industry is one of the most studied, no research has been conducted on the concave store shelves. The objective of this study is to describe how these shelves effect the customer perception of the assortment, their experience of the store environment and their buying behavior. An S-O-R framework is used as an overall basis in order to outline the effects investigated in this paper. Two studies with three sources of data have been collected, which combined achieves a triangulation study design. Study 1 include a questionnaire with 182 respondents as well as sales data covering a two month period. Study 2 consists of an observational study with 412 observed customers and aims to explain the findings from study 1. The results from study 1 indicate that the concave store shelves have an impact on the customers' cognitive and affective processes as well as their shopping behaviour. The results from study 2 showed that the design of the concave store shelves impact on customer shopping behaviour. Combined, study 1 and 2 indicate that the design has an important impact on customer perception of the assortment, their experience of the store environment as well as their buying behaviour. Therefore, we argue that these shelves are a good way to create an attractive store.