The continuity factor in retail store display

While future research is necessary to determine the variation in findings by such factors as store type, merchandise type, degree of self-selection, etc., these data do indicate that there is much to be said in favor of display continuity. This, of course, assumes that increased sales per minute is a desirable goal. The desirability of increasing sales per minute should be reviewed from the customer’s point of view as well as from a management’s frame of reference. If the shopping task is viewed as relatively unpleasant, then speed of purchasing becomes a real factor. However, should the customer feel that the shopping act is more one of entertainment relative to procurement, then purchase proficiency is less relevant.