Relative effects of store traffic and customer traffic flow on shopper spending (CROSBI ID 163824)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Anić, Ivan-Damir ; Radas, Sonja : Lewis, K.S.Lim
engleski
Relative effects of store traffic and customer traffic flow on shopper spending
This article examines the relative effects of store traffic and customer traffic flow on shopper spending in a single study. An analysis of Croatian hypermarket survey data indicates that store traffic alone does not adequately explain shopper spending. Instead, gross customer traffic flow and realized customer traffic flow are stronger drivers of money spent. The article contributes to the retailing literature by clarifying the respective roles of store traffic and customer traffic flow. Recognizing the greater revenue-generating effect of in-store traffic flow, retailers should better design their store layout and merchandising strategies to optimize traffic movement and boost store performance.
retailing ; shopper behavior ; store traffic ; customer traffic flow ; shopper spending
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Podaci o izdanju
20 (2)
2010.
237-250
objavljeno
0959-3969
1466-4402
10.1080/09593961003701841