Post by jamesPost by D.M. ProcidaI just came across a discussion in another newsgroup about supermarket
design, and the claim that studies have shown that it is 'better' (i.e.
somehow more advantageous for the supermarket's owners) if shoppers flow
around it anti-clockwise, and so most supermarkets have their entrances
at the right.
My understanding is that this has been subjected to true research
methods, and that the theory holds.
Bear in mind, this only applies to the Northern Hemisphere, in the
Southern, supermarkets are clockwise.
"Customers like to move anti-clockwise" appeared in the public record in
the UK in 2000, and the transcript mentions a book titled _Consuming
Passions_.
2. House of Commons Hansard Debates for 21 Jun 2000 (pt 1)
<URL:http://www.parliament.the-stationery-office.co.uk/pa/cm199900/cmhansrd/vo000621/halltext/00621h01.htm>
[quote]----------------------
Recently, I read an interesting book called "Consuming Passions",
which sets out the psychology of retailing. It mentions supermarket
layout, anti-clockwise movement, different temperatures, products at
certain heights and smells from the delicatessen and the bakery
section. Those are always the same for every supermarket in order to
homogenise the overall product but, within that, competition is
available.
[unquote]--------------------
I couldn't find anything online about _Comsuming Passions_ that satisfied
me and I'm not interested enough to request it from the library, but it
appears to not be only concerned with retail marketing but with
consumption by the human population in general.
This Murrican consulting firm reports (in a bit of self-promotion) that
customers will move in an anti-clockwise direction around a store:
12. Special Report: Counter-Clockwise Dominates
<URL:http://www.sorensen-associates.com/pathtracker/entrancestudy.htm>
The same consulting firm appears in this story, in which their research
methods are discussed.
18. Tracking grocery 'hot spots'
<URL:http://business.mainetoday.com/news/040127tracking.shtml>
[quote]----------------------
Sorensen said stores should put their entrances on the right as a
shopper approaches the store, and then route them counterclockwise to
the checkouts. He said studies of other activities, such as walking
tours, indicate that people have a natural tendency to want to walk in
a counterclockwise direction.
[unquote]--------------------
There are, of course, always those that seek to not go with the cattle.
This consultant in Feng Shui (the modern art of improving your income
energy by releasing it from other people) says _clockwise_ is the proper
direction of flow. Presumably that is why clockwise is clockwise in the
first place.
17. Feng Shui, Interior Design, Fountains, & More!
<URL:http://www.artoffengshuiinc.com/audit.htm>
[quote]----------------------
When you enter any facility, always move in a clockwise direction.
Healthy cells move in a clockwise direction and pathology moves in
a counterclockwise direction. Make sure that the layout of your
store encourages this direction of movement.
[unquote]--------------------
And, as the toilets flow, so do the buyers -- south of the equator, that
is. james, this one's for you:
<URL:http://www.afsd.com.au/article/dsbm/dsbm8a.htm>
[quote]----------------------
[Customers] tend to move from left to right in a clockwise direction.
So if you have a left hand opening to your store, this is a good start to
direct the traffic flow throughout the store.
[unquote]--------------------
Lee "In and out, no rotation for me" Ayrton