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Essay / Research Paper Abstract
This 10 page paper compares and contrasts the retail environment created by two coffee shops in Greece; Starbucks and Flocafe. Aspects considered include the customer traffic flow, crowding, accessibility and the general environment. The paper ends with some recommendations for the improvement on each sores retail areas. The bibliography cites 7 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TEstarflo.rtf
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Unformatted sample text from the term paper:
services are provided, even firms where there is a focus in the goods, such as supermarkets will invest heavily in determining the best way to provide a comfortable and enticing
environment to make the shopping experience pleasant as well as to support maximizing sales once the customers are in the store. It is known that where a shopping experience is
pleasant the customers are more likely to repeat the experience (Turley and Chebat, 2002). This is true of all retail outlets, especially where the experience is an integral part
of the offering. Looking at two coffee houses in Greece; Starbucks and Flocafe, and assess the way that the physical lay out of the store is impacting in the customer
experience. 2. Customer Traffic Flow The best was of assessing customer flow is to observe the flow through the stores at busy and quite times of day. There are
some clear differences in the way that customer traffic moves in each of these stores. At Starbucks there is a traffic flow that is reflective of the sales strategy. The
general trend is for customers to move into the store and head directly to the queue to make a purchase. There is often a queue, the queue moves along a
counter where different food items are displayed, with sandwiches, cakes and other snack items. In many instances it appears that the customers are using the shirt time in the queue
to look at the goods on sale. As such the area for queuing, which is clearly defined with ropes and other suitable aids, is also an area where there
is a perusal of the goods that are sold. In most cases there is a direct movement to the queuing area. This is known to help give clues and create
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