Glasklart? En kvantitativ studie om en inglasad exponerings påverkan på kunden

Sammanfattning: Shoplifting is a serious problem due to the fact that about 2 % of a retail store's turnaround dis-appears annually. This paper discusses the problem with shoplifting where a closed retail display of glass can prevent this kind of misbehavior. Hitherto the scientific research regarding how consumers react to a closed retail display is non-existing. With this in mind we want to investigate and enlighten the phenomenon regarding consumer behavior and product appreciation. The study is carried out at a retailer in the beauty industry in Sweden both in stores where the selection of perfumes have been displayed behind glass and in stores in which they have been displayed with open access. The research is composed of a combination of sales data, observation of customers and a survey with customers inside the stores. The analysis of the findings shows an increased turnaround for those stores which have used a closed retail display for the perfumes! The observations show that a greater share of the passing customers look at the glass display and in the end is converted into buyers than in a store without a glass display. The survey shows that the glass retail display sends peripheral signals to the customers about the products. The customers prescribe the products displayed within the closed retail display, attributes like superior quality, more inspiring and more up-market compared to when the same perfumes is displayed with free access. The results from this study can be applied on products within the cosmetic and beauty industry where the customers need to try the product in order to evaluate the product attributes before a purchase can be made.