Investigating the Way Store Environment and Merchandise Assortment Interface to
Create Effective Shopping Experiences

Allison N. Gobble; V. Ann Ann Paulins

Merchandising/Marketing/Retailing: Branding

Investigating the Way Store Environment and Merchandise Assortment Interface to Create Effective Shopping Experiences

Authors: Allison N. Gobble (Ohio University) , V. Ann Ann Paulins (Ohio University)

Abstract

This research examined how store environment and merchandise assortment interface to create effective shopping experiences for customers. Customer voices combine with shopping observations to explore customer behaviors in the retail environment. This research provides retailers and merchants an improved understanding of the role that visual merchandising plays in effective shopping experiences for customers.

Keywords: merchandise, shopping, visuals, Store

How to Cite: Gobble, A. N. & Paulins, V. A. (2013) “Investigating the Way Store Environment and Merchandise Assortment Interface to Create Effective Shopping Experiences”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).