6.2: Understanding Retail Design and Merchandising
Read this article, but focus primarily on the discussion of elements that contribute to customers' impressions and understanding of the products or services offered. Since this is a highly specialized area of retail business support, it is unlikely that you will have a direct impact on how your customer service environment is controlled by retail design. Nevertheless, understanding how the layout of where you work affects, for example, the flow of customers from one area to another, why and where products are positioned, or how lighting or stand-alone displays can influence how customers see or handle products enables you to anticipate your customers' needs, avoid problems, or make recommendations to your management.
This article provides insight into the behaviors of various target markets, and how a retailer can better meet customer needs. Pay particular attention to the section about the evolution of the retail shopping environment.