Effects of Store Fixture Shape at Retail Checkout: Evidence from

Field and Online Studies.

Abstract

This Research paper talks about how the design of the shopping environment can affect what people buy.
They focused on the shape of display fixtures, which are structures where products are placed, and how
this can impact what customers decide to purchase at the checkout. They found that tower-shaped fixtures
can make people more likely to buy things compared to other types of fixtures. This is because tower-
shaped fixtures draw more attention to the products displayed on them. The way people process
information visually also plays a role in how much they are influenced by these tower fixtures. This
research provides new ideas about how fixture design can be important for both manufacturers and
retailers in managing their stores effectively.

Introduction
This explains how understanding sales conversion and product demand is crucial for a company's
operational management. Companies can analyze consumers' past purchase data or factors
influencing purchase preferences to predict sales demand. In retail, the servicescape design (the
environment where services are provided) is a significant strategy affecting consumer purchases.
Previous studies indicate that the service environment greatly influences consumer buying
decisions. By studying how the servicescape design impacts consumer behavior, managers can
predict and manage customer demand in retail settings more effectively

Objective:
This study wants to understand how the shape of fixtures affects what customers decide to buy at
the retail checkout. They aim to figure out how this influence works, essentially looking at why
and how fixture shape impacts customer purchase intentions.

Importance of Checkout Fixtures:

The study found that the tower-shaped fixture design led to the highest increase in purchase
conversion rates (7.5% more purchases) during the field study, making it the most effective choice.
In online experiments conducted on platforms like Credamo and Amazon MTurk, they discovered
that the tower fixture's design boosted customer purchase intentions by enhancing visual attention
and product visibility. They also noted that individual differences, like how customers process
information visually, played a role. Customers who heavily rely on visual information processing
were more influenced by the tower fixture design, while those who rely less on visual processing
were less affected by it.

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In simple terms, when customers are at the checkout counter, they tend to buy items that are
popular, frequently bought, or impulse-driven. This area is crucial for products meant for
immediate consumption. Impulse purchases, where people buy things on a whim, are common at
the checkout. The fixtures and displays at the checkout play a vital role in influencing what
customers notice and buy. They are like silent salespeople and greatly impact how shoppers
perceive products and make purchasing decisions.

This study adds to the knowledge about how different fixture designs, like tower-shaped ones,
impact what customers buy at retail checkouts. It explains why these designs affect customer
purchase intentions, giving new insights into managing display fixtures in retail operations. The
study also looks at how customers' visual attention and information processing style play a role.
They found that tower-shaped fixtures attract more customer attention, leading to increased
purchase intentions. Customers who rely more on visual processing are more influenced by this
design. The research is valuable for managers in operations and marketing, helping them enhance
store spaces and fixture designs to improve performance and return on investment.

Online Experiment Results:

Online experimenting design-

This study aims to test how the tower-shaped fixture affects customers' purchase intentions in a
controlled experimental setup to ensure accuracy. They used a between-subjects design, where
different groups saw different fixture shapes (tower, rectangle, separator, curve). The rectangle
group was the control, while the others were treated differently. This design helps avoid confusion
that could arise if participants saw two different fixture types. They focused on fixture shape as the
main factor while keeping other aspects constant, like color and product display. They made sure
all fixtures had the same wood color and displayed chocolate products. In the second part of the
study, they measured how long customers looked at the fixtures and products as a way to
understand visual attention and purchase intentions better.

Online experimenting findings-

The tower-shaped fixture boosts customers' desire to buy products placed on it at the checkout.
This study delves into why the tower shape is so effective. Geometric features can grab a person's
attention, influencing how much they focus on an object. This attention then affects what they
think about the object, leading to actions like making a purchase. Towers, being distinct and
noticeable, are more likely to catch customers' eyes compared to other shapes. Studies suggest that
the urge to buy something often starts with what people see, leading to a desire to purchase.
Shoppers who make impulse buys tend to pay extra attention to store displays and special
promotions. By creating attention-grabbing displays, stores can boost sales through spur-of-the-
moment purchases. Products bought impulsively or for convenience benefit from being more
visible, especially through well-designed checkout displays.
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Theoretical Framework and Hypotheses :

Framework-
The term "servicescape" describes the environment where a service is provided, including physical
elements that help with service delivery and communication between the provider and customer.
The physical layout of this environment can influence the goals of operations and marketing. The
servicescape model views the physical environment as a trigger, affecting customer behavior and
responses within that environment. Studies have looked at how interventions at points of sale
impact customer actions. Within in-store displays, two key aspects are display form and display
context, where context involves the cues around a display. Fixturing, which is part of the display
context, plays a significant role in store layout and design, influencing both functionality and
aesthetics.

Hypotheses Development-

Hypotheses 1-
The tower-shaped fixture increases customers’ purchase intentions toward products
displayed on the checkout fixture.-
We are exploring why the tower-shaped fixture works so well. The shape of the fixture catches
people's attention, making them focus more on it. This attention influences how they see the
product and can lead to actions like making a purchase. In stores, entrances and checkouts are key
spots. We believe that tower-shaped fixtures, compared to other shapes, are more noticeable and
stand out, making them easier for customers to see. Studies suggest that the desire to buy
something often starts with what people notice in the store, prompting a sudden urge to make a
purchase. These impulses can be triggered by appealing visual displays or special promotions.
Customers who make impulse purchases tend to pay extra attention to store displays and deals.
Creating eye-catching displays in stores is crucial for boosting sales through unplanned purchases.
Items bought on impulse or for convenience are usually spontaneous buys and benefit from being
prominently displayed at checkout counters. This is why we think the shape of the fixture plays a
big role in customer behavior and purchasing decisions

Hypotheses 2-
The tower-shaped fixture increases customer attention to the products displayed at checkout,
which in turn increases customers’ purchase intentions.-
The impact of the tower-shaped fixture relies on how much attention customers pay to it, we are
looking into how individual differences affect this effect. We believe that how people process
information matters. For instance, those who lean towards visual processing are likely to be more
responsive to the tower-shaped fixture at the checkout. They are expected to notice the products
displayed more and be more inclined to make a purchase, following a model that links stimuli,
attention, and responses. On the other hand, customers who rely less on visual processing might be
less affected by the visual cues at the checkout and may not notice or buy the displayed products as
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much. Our prediction is based on previous studies about how people process visual versus non-
visual information. This processing style influences how geometric shapes capture attention and
drive decision-making. In a retail setting, those inclined towards visual processing are more likely
to be drawn to tower-shaped fixtures and, consequently, more inclined to purchase products
displayed on them

Hypotheses 3-
The effect of the tower-shaped checkout fixture on customers’ purchase intentions is
moderated by a customer’s style of processing, such that the effect is stronger for those who
rely more (vs. less) on visual processing-
The impact of the tower-shaped checkout fixture on customers' purchase intentions is influenced
by how individuals process information. Specifically, the effect of this fixture is more pronounced
for customers who heavily rely on visual processing compared to those who rely less on visual
cues.
he presence of a tower-shaped fixture at the checkout influences customers' intentions to make
purchases. This fixture design is believed to attract attention and affect customers' decisions on
what to buy.
Customers who have a strong inclination towards visual processing are more susceptible to the
impact of the tower-shaped fixture. They are more likely to notice the fixture, focus on the
products displayed on it, and consequently, show a greater intention to make a purchase.

The Servicescape Model-

The Servicescape Model in retail refers to the concept that the physical environment where
services are provided plays a crucial role in shaping customer experiences and behaviors.
The servicescape as the environment where services are delivered, encompassing both the physical
surroundings and tangible elements that aid in service delivery and communication between
customers and service providers
The physical design of the retail environment influences both operational aspects and marketing
objectives. The layout, ambiance, aesthetics, and functionality of the physical space can
significantly impact customer perceptions, behavior, and overall service experience.
Stimulus-Organism-Response (SOR) Model: The Servicescape Model often follows the
SOR framework, where the physical environment serves as the stimulus, customer behavior within
that environment represents the organism, and the response reflects how customers interact with
the environment. This model helps explain how the physical surroundings influence customer
actions and attitudes.

Empirical Studies:
We did four practical studies to check our ideas. Initially, we observed real customer buying
behaviors and modified the checkout counters in some minimart chain stores. We discovered that
using the tower-shaped fixture resulted in the most customer purchases. This confirmed that our
framework works well in real-life situations
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Objective -
The research was carried out in an Asian country, focusing on retail settings within this specific
region to understand how changes in front-of-store fixtures affected customer behavior.
The researchers used a pre-post analysis approach, which involves collecting data both before (pre)
and after (post) implementing changes in the front-of-store fixtures. This method allows for a
comparison of customer behaviors before and after the modifications to assess the impact of the
changes

Method
Research indicates that a significant portion of retail shopping, around 95%, is driven by
subconscious processes. To understand this further, researchers utilized smart technology
observations through a tablet application. Here's a simplified explanation of the key elements
involved-
Researchers employed a tablet application equipped with smart technology to observe and record
shopper behaviors in a retail environment.
This approach allowed researchers to gather authentic and unbiased data on how shoppers behave
in real-world settings without influencing or priming them in any way
By utilizing this observational approach with smart technology, researchers could capture nuanced
details of shopper behaviors, demographics, interactions with store layouts, and product categories.
This data collection method provided valuable insights into how customers navigate and engage
with retail environments, informing strategies to optimize store layouts, product placements, and
overall shopping experiences

Results
The fixture designed in the shape of a tower face led to the highest increase in customer purchase
conversions. This means that more customers who encountered this specific fixture ended up
making purchases compared to other fixture designs. By observing that the tower face fixture had
the most significant impact on customer purchase behavior, it validates the proposed
framework. This suggests that the framework or model put forth by the researchers accurately
predicts and explains how different fixture designs influence customer buying decisions in a real-
world retail setting. In essence, the success of the tower face fixture in increasing customer
purchase conversions serves as strong evidence supporting the effectiveness and real-world
applicability of the framework proposed by the researcher

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 Eye-Tracking Experiment
It investigates whether the same effects occur when the main product category changes (in this
case, batteries). Secondly, the study uses eye-tracking data to offer additional proof of how visual
attention plays a role. Specifically, the focus is on comparing the tower and rectangle conditions
from Study 3. The tower and rectangle setups are crucial treatment and control conditions in this
research. Since eye-tracking studies are time-intensive and complex, the study concentrates on
these specific conditions to ensure a large enough sample size for each condition.

RESULTS –
The study aims to validate that customer attention plays a significant role in influencing their
behavior. To do this, they plan to use web-based eye-tracking devices to gather additional evidence
supporting their proposed framework. Here's a simple example to illustrate this:
Imagine a study conducted in a supermarket where researchers use eye-tracking glasses to monitor
where shoppers look while navigating the store. By analyzing this eye-tracking data, they aim to
show that customers who pay more attention to specific product displays are more likely to
purchase those items. This research seeks to confirm that customer attention is a critical factor in
influencing their buying decisions, using technology to provide concrete evidence for their
framework

Self-Reported Measures
OBJECTIVE-
TO DEMONSTRATE THAT THE STYLE OF PROCESSING MODERATES THE FIXTURE SHAPE OF
EFFECTS
Style of Processing: How individuals handle information, whether they rely more on visual or non-
visual cues, is known as their processing style.

Moderates the Fixture Shape Effects: This means that the way someone processes information
influences how certain fixture shapes affect them. For example, if someone is more visually oriented,
they might respond differently to a tower-shaped fixture compared to someone who focuses less on
visual details.

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METHOD
SELF MODERATES MEASURES WERE USED TO EXAMINE THE IMPACT OF AN INDIVIDUALS
DIFFERENCES IN VISUAL VERSUS NON VISUAL INFORMATION PROCESSING ON THE EFFECT OF
FIXTURE STAPE
In simple terms, researchers used self-moderated measures to study how differences in how
individuals process visual versus non-visual information affect the impact of fixture shape. This
involved individuals assessing and regulating their own processing styles to understand how they
react to different fixture shapes in a retail environment.

Example 1 - VisualProcessing: Participants who are visually oriented may focus more on colors, shapes,
and images when shopping. They might be drawn to product displays that are visually appealing or
stand out due to their design.

Example 2 - Non-Visual Processing: On the other hand, individuals who rely more on non-visual
information processing might pay closer attention to product descriptions, prices, or other written
details. They may base their purchase decisions on practical considerations rather than aesthetics.

RESULST
The study aims to show that how people process information influences how different fixture shapes
affect them. It seeks to provide insights into how individuals' differences in processing visual versus
non-visual information play a role in shaping their responses to various fixture designs in a retail
setting.
For example, imagine researchers analyzing how customers who are more visually inclined react to a
store layout with vibrant, eye-catching displays compared to those who are more focused on practical
details like product descriptions and prices. By studying these differences, they aim to understand
how individual processing styles impact the effectiveness of different fixture shapes in influencing
customer behavior.

Conclusion and Implications

The current work is to examine how the servicescape, and specifically checkout fixture design, can influence consumer
purchase intention. fixture design, can influence consumer purchase intention.
This study is among the first to explore how the physical environment of a store, specifically the
design of checkout fixtures, can affect whether customers intend to make a purchase. Through a mix
of field research and online experiments, the findings consistently show that tower-shaped checkout
fixtures increase customers' likelihood of intending to buy compared to traditional rectangular
designs. The study delves deeper to uncover how this effect works. It reveals that the shape of the
fixture influences product demand, with tower-shaped fixtures boosting customers' intention to
purchase the displayed products. Additionally, the research indicates that this influence is mediated
by increased visual attention. Moreover, individuals who rely more on visual processing are
particularly susceptible to this impact.

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IMPLICATIONS
This study adds to existing research in retail operations by investigating how using tower-shaped
fixtures at checkout affects customers' intentions to make purchases. While past studies focused on
product demand at individual product or option levels, this research looks at how this design impacts
entire product categories. The results indicate that employing a distinctive and attention-grabbing
design like a tower shape at checkout can boost sales and purchase intentions for these product
categories. By identifying design elements that stimulate purchases and influence consumers'
subconscious thoughts, this study sheds light on how checkout designs can impact buying behavior.
Traditional rectangular checkout counters often blend into the background, making it hard for
products displayed on them to attract attention or drive sales. In contrast, the use of tower-shaped
fixtures increases customers' visual focus on products, elevating their intention to buy. This effect is
particularly pronounced for individuals who heavily rely on visual processing. Furthermore, this work
advances our understanding of impulse buying, highlighting how the physical store layout can
influence consumer behaviors, an aspect often overlooked in previous studies.

THANK YOU
SIDDHARTH MISHRA

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