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MasterClass: Measuring and Managing ‘Shoppability’

Ray Burke, E.W. Kelley Professor at Indiana University’s Kelley School of Business, explores how a retail environment translates consumer demand into purchase

Published

5 months ago

July 25, 2024

VMSD Staff

THERE ARE MANY retail contexts where the organization, presentation and pricing of products make it difficult for shoppers to find and buy what they want, hurting the quality of the customer experience and brand sales. “Shoppability” is how a retail environment translates consumer demand into purchase: Recent laboratory and field experiments measuring category and brand shoppability reveal new approaches to shopper engagement to eliminate barriers to purchase. By analyzing how customers interact with the shopping environment, marketers can identify specific product categories and brands that are underperforming to make impactful changes.

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VMSD Staff

Drawing on more than 125 years of history serving the retail design market, VMSD magazine provides retail professionals with the most up-to-date, innovative retail design ideas and industry news through its industry-leading magazine, website, social media channels and bulletins.

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