Make Space for Socializing on the Corner

The notion of a convenience store is that shoppers will be able to pop in, make a purchase, and pop out. This is for the consumer on a quick trip mission. The notion of a corner store, such as a small-footprint independent grocer in a residential neighborhood, is different, suspected researchers at Thaksin University and Prince of Songkla University. They set out to evaluate what environmental attributes of a corner store made the most difference to neighborhood shoppers.
     The experimental methodology consisted of presenting 241 consumers 3D simulations of corner store interiors in a format resembling a video game. The simulations varied on ambient cues, such as the comfort of lighting and sound levels; design cues, such as the ease of reaching and selecting packages; and socialization cues, such as the presence of salespersons or other customers. The three types of cues were varied among the simulations, and for each simulation, the consumer was asked to indicate how likely it is they would want to shop at that corner store.
     It turned out that the most important of the three to the study participants was ample allowance for socializing. Shoppers want to have conversations and meet locals like themselves. Ambiance and design do count, but with these consumers, cues for socializing were tops.
     A challenge for corner store operators who want to make space for socializing is that the physical space is limited and what is available needs to be occupied with merchandise. A primary reason people come there is to purchase items, and these people expect an adequate variety in stock and on display. 
     One way around the challenge is to allow extra space for standing in front of food and food-related items you sell. The Nielsen Company, which tracks consumer sentiments, calls food “the social network of the ages.”
     Beyond this, the corner store operator should think of other ways to maintain a psychological space that stimulates socializing. The researchers say store staff who do this are described by shoppers with words like sincere, understanding, and caring.
     The study was conducted in Thailand, which is a collectivist society, and 71% of the study participants were female. For shoppers from individualistic cultures and for certain populations such as young men, the importance of public socializing spaces is probably less. Still, even these consumers might once in a while prefer a friendly corner store to a mission-designed convenience store.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

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