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SURVEY RESULTS:

Q1: How old are you?

Other ages:

 

x1: 58                                             x2: 48

Q2:  What is your gender? 

Q3:  What is your occupation?  (if you are a student and have a part- time job please include this in your answer) 

Other:

 

  • Carer

  • Homemaker/mum

  • full-time mother

  • Full time carer

  • Student in placement with a part time Saturday job

  • Driving instructor

  • housewife

  • Admin assistant

  • stay at home mum

  • student

  • Carer

  • Full time mum

  • Teaching assistant

  • Unemployed

  • student

  • Business

  • modern languages

  • student

  • Student

  • Beautician

  • sales-retail

Q4:  Why do you mainly shop? (clothes, shoes, fashion apparel) Can select more than one. 

Other:

 

  • Because I need something specific and then I see other things and buy them too

  • Day out with friends

  • Treat myself when I have spare money

Q5:  How does a brand's reputatuion affect your desire to be a consumer there? (examples of shop could be: M&s, John Lewis, Debenhams etc...)

 

  • The brands reputation for good quality will influence my decision as well as popularity, i particularly like jd sports.

  • Quality

  • It doesn't really

  • buy both supermarket brands and from named shops like M&S, Debenhams, Wallis

  • I mainly shop online, so stick with well known shops for that. If I am shopping in person on the high street brands don't mean anything, I will shop anywhere that gets my attention.

  • I.e. Topshop is very fashionable and specifically for younger people whereas somewhere like Debenhams is associated with an older target market and doesn't have such good fashion sense/design

  • Doesn't affect it

  • I buy things because of aesthetics not the brand.

  • Value for money

  • You know if reasonable quality and price.

  • Doesn't bother me.

  • Not overly, any thing practical and doesn't cost an arm and a leg!

  • I'm not committed to any brands.

  • My shopping desire is by quality abs ease if transaction - online always preferable.

  • I tend to shop at places with good reputations

  • How well there clothes fit me and quality

  • Like shopping at known fashionable shops i.e topshop river island miss selfridge. Won't shop in shops like primark or to max known to be tacky

  • If the brand has a good reputation then I would be willing to pay more for their products , but I would then have a higher expectation on quality and durability of their products.

  • Quality

  • needs to be welcoming so I want to enter the store

  • If i've heard bad things about the shop I'm less likely to shop there but generally i look for the best price and for a good returns policy.

  • John lewis

  • Plesent staff, good quality products, clear and easy to find products, fast purchase

  • Quality and on trend is what I look for in brands and something that is slightly different this allows me to become a loyal customer.

  • Wanting to look good with a famous brand makes you stand out

  • If it has a good reputation for what I need I will go there

  • If it has good service reputation and nice products

  • If its a brand you like you'll feel happy and proud to wear it

  • To be honest, the brand of a product doesn't bother me its more so if I like or need the item.

  • A lot

  • It affects whether I trust the brand, and if I am willing to make big purchases there or only small cheap things

Q6:  Do you prefer:

Other:

 

  • Good quality but at reasonable prices

  • Depends what the item is - sometimes 'cheap and cheerful' is ideal, but if its a big purchase, I would chose better quality

     

Q7:  Do athmospherics affect your desire to enter a shop? Please specify.  (Athmospherics are controlled characteristics: lighting, noise levels, temperature etc...) 

 

  • It does not really play a part but it has slight influences. lighting plays a big part for me when its really good.

  • Hate hot shops

  • Sometimes it does

  • don't like shops where music is very loud or that are very dark eg Hollister

  • I won't go in to a shop that doesn't get my attention from outside.

  • If the lightings good I'm more likely to spend longer in the shop as I can see everything i.e. A shop such a hollister is very dark and therefore Makes me want to get out and I would probably end up taking something back because I couldn't se it properly to begin with. The smell of the shop also effects it as if perfume is sprayed it can be very unappealing to go into as its too much and is off putting, also the temperature has to be just right too cold and it will make the customer walk out too hot will do the same

  • yes if somewhere to glary or excessive noise level would tend to avoid

  • Definitely. I hate when a shop is too dark or too cold.

  • yes

  • Yes

  • No

  • Mainly, I know where I don't shop, and that's holister, I find the staff are only given jobs if they can be pretty and intimidating enough and the dark atmosphere is horribly off putting

  • not much.

  • No

  • Yes I hate when shops have very loud music. I tend to leave quickly

  • If the shops to hot and everything cramped together I hate it xx

  • Not really!

  • Yes. Especially if I do not know the brand then their visual merchandising and atmospheric projection would be the main decision maker on whether or not I enter that shop.

  • Lighting and music will attract me

  • yes if too dark and noisy I won't enter

  • depending on what i'm buying. if i'm after cheap basic clothes than no but if i'm after a £1000 tv/ computer than yes,

  • Yes

  • Yes deffinetly, all those three examples are very important while shopping.

  • Yes, the overall design of the space will determine if I stay longer in the store and have a browse. If the lighting is too bright and reflective it suggests impulse buying quick and fast transactions rather than dwelling in the space with low lighting levels comfortable furniture.

  • Not really sometimes if the music in the shop is good it will attract me to go in.

  • Not if I need something but I wouldn't enjoy my time in there as if it was horrible

  • Yes - lighting, colour and ease of use/movement. I wont go in a shop if its too cold in winter.

  • yes definitely struggle for the energy to shop somewhere that has clothes all over the place and on top of each other (primark) . I can shop in a mess it has to be ordered and tidy or i get a headache

  • Sometimes yes, if a place is too overcrowded or had that pure white light I will not go in - white light affects my panic attacks and when products are not placed efficiently it is just hard to navigate in busy areas.

  • Yes

  • Yes. I don't stay long in a shop if it is too warm and uncomfortable

Q8:  Does customer service affect your return to a retailer or does the design of the shop override this?

  • Customer service and retail design play similar roles for me. i prefer customer service.

  • Customer service is a big drawback

  • I think both are important

  • dislike bad customer service but if I really wanted something from that shop I would go back or buy from them online.

  • Absolutely it does. If someone is rude or dismissive I wouldn't be keen to return.

  • It depends, the service should effect it but if the clothes are of good quality and are fashionable I would go back

  • customer service and being valued as a customer would have much greater influence on returning to store than dedign

  • The design of the does not over ride bad customer service.

  • customer service

  • I've worked in retail and do not like to go into a store where I've had bad. Customer service.

  • No

  • Customer service above all.

  • customer service

  • Yes

  • Bad customer service puts me off shopping there again

  • Just normally go ahead and exchange

  • Not unless the customer service is absolutely awful

  • Yes, If i have experienced bad customer service then I will be less likely to return - especially if I can buy the product in an alternative shop.

  • the shop design will be more important because if ur service is good inside but with a ugly design it wont attract

  • The layout of the store is most important

  • Yes. I'm put of designer brands due to how uptight the staff can be it changes the atmosphere of the shop no matter how well designed.

  • no

  • Both equally

  • Both, I think customer service is key for building brand loyalty and therefore enables you to return to the store. However the overall design should meet the quality of customer service. If the service is excellent it should be reflected in the retail design.

  • Customer service more than anything.

  • Customer service

  • Customer service

  • 100% customer service is most important. even if i love the brand, i would not return to a shop that had a 'rude' sales assistant. I am not giving you my money thanks!

  • Customer Service always come first in my opinion.

  • Design

  • the customer service is a priority, and will always override the shop design for me.

Q9:  If instore displays were made to be more interactive and engageing as opposed to a showcase would you prefer this?

Please elaborate... 

  • Wouldn't matter to me
  • not always
  • Seeing something looking nice is ok, but I would like to be able to touch too.
  • I don't think people would have the time or want to mess around with interactive displays as they are in there to shop, not in an electronics store
  • Get attention better
  • a bit of both, shop displays give unrealistic body shapes so clothes look great on them but trying them on makes me feel awful about myself
  • it would make goint there more interesting and i'd probably spend more time in the store.
  • Prefer to just do my shopping
  • maybe it depends, I wouldn't want to queue up just to interact with something, something more simple is better
  • This then becomes a physical experience rather than a visual one
  • If it had a point
  • it depends on type of products - not for clothes or accessories. Yes for tech, cars, etc.
  • yes and no. having the option to see what sizes are available in the store than waiting for a shop assistant who may not have looked properly would be really helpful - or other stores like Aldo shoes. but showcase is fine.
  • When concerned with electronics then yes.....

Q10:  Do you prefer:

Why?

  • I like to feel fabric and try on.

  • Sometimes disappointed by goods that looked good in photos online so prefer to shop in-store if possible

  • It's easier, less stressful, and less time consuming.

  • Because you can see all the clothes true to what they are actually like rather than online where they can look different. In store you also get the experience of shopping and you will often pick up more things s you can try them on whereas online you may not order them because you can't be bothered to wait for them to arrive or just because you don't know what they will look like on so there's no point in buying them then having to send them back

  • Depends what shopping for if clothing then I store but if electronics books etc then online as don't need to "feel" the product.

  • It's an immediate interaction with the product

  • Check on things and sizes

  • See exactly what I'm buying

  • Can see products better

  • To easily try clothes on, hate having to purchase before iv decided if I even like it

  • I get to examine the product physically instead of eternally guessing how it is through pictures.

  • Ease and time

  • It's easier with 2 children

  • So I can look at the quality if it's fits

  • Can see quality I clothes and try them on

  • since can afford so hv to try out the qiality of the product

  • Hands on

  • Can try clothes on then and there

  • More convenient, no queuing and less stressful and tiring

  • Both but I always go in store to try out or touch the product and test it before buying

  • Quick and easy

  • I can see it first hand

  • can see product and includes services

  • need to try it on!

  • As there is the option to see an item before you buy and get any help if needed.

  • Quick

  • So I can test the item

Q11:  Do you think the retail sector is well adapted to people with disabilities and the elderly?  (those with visual impairment, lack of mobility, elderly etc,,,) Please elaborate your answer. 

  • I don’t think so for the majority of stores. especially those that have no automatic doors.

  • Small shops are avoided because of lack of room between rails.

  • Not all shops no

  • Aisles are often too narrow and goods placed on high shelves or racks. I often find it difficult to reach so cannot imagine how someone in a wheelchair would manage. Often difficult to find a store assistant to help too.

  • No I don't. Problems I find are aisles being blocked with cages of stuff waiting to go on shelves. Clothing shops not having enough room between rails for wheelchairs to get through comfortably. A lot of shops still having steps and no ramps.

  • Currently I don't think it is they have DDA changing rooms but that's immediately all I can see but personally I don't know what would be needed for disability reasons

  • no generally access is not good and spaces between aisles is very limited especially if person using a wheelchair

  • There are standards all stores have to meet in terms of accessibility. Supermarkets do a really good job

  • They are adapted but need more space for wheelchair users and more aid for visually impaired

  • No not much room in stores

  • Some shops have things close together, can’t get wheelchair round

  • No. Big chains such as, superdry, holister, have no consideration to people who use them, feels like they are trying to mold us to fit their product rather than the other way round.

  • most of them seemed to be fine.

  • No I feel when I shop with my son that aisle are often not wide enough

  • No most shops leave very little room for wheelchairs in aisles and changing rooms

  • no aisles are to cramp, long queues, lack off accessibility , lack if customer support

  • No all rails to high, don't all have lifts

  • No, it has become money obsessed and appears to focus on being 'fashionable' rather than reliable

  • No

  • Yes but could be even better some shops don't have enough room

  • No - layouts can be confusing, bad lighting, not enough resting points.

  • Not all shops

  • No

  • Larger department stores often take into advantage of disability access however smaller retailers focus on the design and layout and getting across their brand image. They overlook these factors and create restrictions for people with these disabilities.

  • It depends on the shop.

  • No, shops tend to be densely stocked with small walkways

  • No, poor space, visual guide, and ease of use.

  • Stores I have worked in yes. but its never going to be the easy life in a wheel chair. I'm sure many places could be a lot better

  • No - when you look in busy town centres and modern retail shops there is hardly anywhere to navigate due to the company placing too many products in the store for their own greed.

  • It is

  • No. Most shops are not prepared for wheelchairs or even prams. They are not spacious enough

Q12:  Do you think more could be done to aid the shopping experience of people who are elderly or have disabilities?  Whether you think yes or no please explain this may be from your own experience or just thoughts in general.   

  • yeah I think more can be done to create facilities for disabled and elderly people from what ive seen

  • More space and bigger fitting rooms

  • Yes I do

  • wider aisles less cluttered displays assistants should be more willing to help people find items rather than just pointing to another part of the store

  • A bit of consideration when planning the layout would be a good start. A member of staff that is on hand to help customers that need assistance with shopping.

  • Yes I think it would be helpful to do more as you are catering for a wider market and are therefore getting more customers in and making a name for yourself as being a store that caters for everyone

  • Yes more space between aisles

  • Easier ways of finding product

  • yes

  • Yes

  • Wider till area

  • Yes, they have every right to feel comfortable to walk in to a shop without worrying they might hurt themselves or something similar

  • yes, perhaps by incorporating sounds to help the blind navigate through the store easily.

  • Yes I feel layouts could be looked at

  • Yes more space between aisles and disabled changing rooms

  • More space, less clutter, clear aisle better customer services

  • More could beo me but it may also take away from non disabled users experience

  • Yes, particularly with the introduction of more technology and contactless payment it is not clearly explained and thus makes it less accessible for elderly and sometimes disabled people. I also think that shops are trying to cram so much in store that space to move and navigation becomes very difficult - particularly for those in wheel chairs or people with push chairs.

  • nop shopper now days more to youngsters and young adult

  • Yes create a personalised shopping experience for those who need more help

  • yes see above

  • Yes

  • I think should be done, not sure how usually shop assistant can help elderly and people with disability

  • Yes, even though there aren't as many disabled people as there are able. It is important to consider people with disabilities and the way they shop.

  • Disabled people probably suffer more due to accessibility to stores. Elderly can just about manage

  • I think it would be the staffs help more

  • Yes - points mentioned in previous question

  • i wouldn't know because i am not elderly or disabled and haven't heard anyone complain yet. sorry

  • Yes. More space for navigation, more help points, more rest pointsdesign with height in mind for young children and wheelchair users.

  • Always somethin can be done

  • Yes 

Q13:  Do you think "rest spots" are necessary in retail stores?  (rest spots are a space within a retail store were a customer can go to sit down and rest)

Please specify:

  • good seating

  • I love this idea when shopping with the aged

  • I think that would be a great move.

  • Yes because if you're with a friend and you've had enough of shopping but they're still going it's nice to be able to sit down and wait rather than stand with your own and possibly your friends heavy bags

  • The easier you can make the shopping experience the more likely the customer is to stay and to spend.

  • You have restaurants for that, you go shopping to shop, and every time someone decides to have a deep conversation with someone else, stood in the middle of the walk way

  • Yes for elderly and people who struggle walking long distances

  • Gets to hot in shops

  • People like to take a break or people waiting for others may want to sit down

  • I think it should be not only in shoe shops and main shopping centre

  • dependant on the busy environment if the retailer is within a shopping centre rest points should be included

  • They’re better outside store away from shoppers

  • Shopping is a work out in itself. and when we are helping others to shop we need a minute to sit down 100%

     

Q14:  Have you ever walked into a shop and been overwhelmed by the design?  If so, please state the store.

  • No.

  • Not that i can remember

  • No

  • No

  • Vision express is too stark and bright, with a visual impairment it is too dazzling

  • No, high retail stores I have been to an extent I.e. Jimmy Choo as the shops are so elegant and well designed but not to a great extent

  • Yes. TK Maxx

  • No

  • No

  • No

  • No

  • No.

  • No

  • Yes, Bank stores are awful. Everything is squashed together and the music is so loud you can't hear people talking

  • No

  • No

  • Can't think of the name ! Most Flagship stores of major brands tend to be more 'showcasing' of their brands design 'theme' which appears then to be minimised and replicated across other stores.

  • Urban outfitter

  • No

  • Yes Hollister hate it so dark so you can't even see the product. the shop should have its own identity but not distract from the items on sale
  • Sometimes
  • Yes many shops, Primark, Topshop and other high street brands that have massive screens that gives me glare
  • Not really, retail practically follows the same set of rules, I am more inspired by pop up retail as it adds flexibility and a different approach to standard retail.
  • No
  • Oxford Street flagship stores, a few of them were quite impressive
  • None in particular
  • i love overwhelming designs! ;) john lewis is pretty overwhelming in a negative way from the bright lighting and being such a big store you can hear everyone talking its too loud. music is soothing and usually makes people quieter...
  • Yes......
  • Yes but don't remember
  • Hollister. I love the soothing smell they always have in their stores. The dim lighting is innovative and relaxing, but it can often be a little too dark in there.

Q15:  Do you think there should be a specialised shopping destination for people with disabilities and the elderly that allows for a more adapted design environment to the retail setting? Please elaborate 

  • Yeah there should be more stores that incorporate features to do with helping with the disabled.

  • Yes i like this idea

  • Possibly

  • From a perspectice were I have a disabled daughter I think this would be a good idea as i find it hard to shop with her on most days let alone weekends when shopping centres and stores are rammed.

  • No, that wouldn't be inclusive, it would be segregating.

  • No because if this happens then they may feel more excluded as you are putting the name of being disabled directly on them although it could be good in a way as you're helping them get items but personally you're labelling them directly

  • Yes but maybe market it differently.. not call it specialised for disabled and impaired

  • No because it would create segregation I think the current shops should improve

  • Yes... as I think it will allow them a relaxed shopping experience

  • Yes Should all be inclusive

  • No

  • No

  • Not really. I think it's nice to simply make the store more user friendly.

  • No I don't believe designers should just be a little more understanding when designing shopping areas.

  • Yes and no, yes because it would provide a destination but no because I think all shops should have these facilities

  • Tills need to be wheelchair accessible, no long queues better customer support

  • Maybe however they could always use online shopping

  • No, I don't think that it should have to be separate as it is then categorising people. I don't believe that there would be the same choice in which case it would appear to say they are not as important. I believe that everyone should be given equal opportunity and if that means addressing sizing of stores and access that that is something that should be implemented into all stores.

  • Yup

  • Yes

  • Yes, but would be better to see it incorporated into everyday shops.

  • yes

  • Yes, I wouldn't want them to be excluded from the rest of the public, maybe shopping centres should adapt the design to be suitable for everyone

  • Yes, however it should not dominate standard retail, a small section within a retail environment could be devoted to people with disabilities and is an effective way of breaking the barrier between consumers. Incorporating things like braille could be consistent throughout as it is easily adapted to different surfaces.

  • If it gives them a better shopping experience then yes.

  • Yes, it would be better than trying to make every shop really accessible - but then does that isolate the elderly & disabled...

  • Yes definitely but this should be for all not just specific, to allow universal experience everyone can use

  • Yes but im not sure but i doubt they would not want to be out casted so maybe market it differently as a centre that is inclusive but designed for the less able ?

  • In a way yes - I think this is a nice concept in one sense how everything would be designed to benefit the user. However, in another way is this not pointing out the minority - they may feel outcast. Design should already incorporate these things and in my opinion its a shame that it doesn't

  • yes

  • Yes this is a nice approach.

 

CONCLUSION OF FINDINGS

A range of people from different professional backgrounds and social standings undertook the survey. In total there were 31 participants which I believe to be adequate for this type of survey.

 

A lot of consumers shop because they need something however some also shop because for other reasons such as when they need something but also see something else that takes their fancy or just when they have spare money and want to treat them self.  Many of the participants stated in their answers that a brands reputation does affect their desire to be their consumer and elaborated that the service and quality plays a dominant factor aswell as reputation through word of mouth.  Some people stated that if a brand has a good reputation then they would expect the quality of the product to be at a better standard. 

                                

It is obvious that people as consumers have a expectation to buy something of a higher quality but not at a massive price tag. They want good quality at a reasonable price.

Atmospherics play a massive part in the way a brand projects itself to the consumer. 80% of the answers given were supportive, stating that if a shop is brighter it has a more positive effect on thir approach. A few participants pinpointed Hollister as a store that was repeatedly mentioned as a store that they did not really enjoy shopping in. They said that the lighting was too dull, the air freshener too apparent and the temperature too high.  Which is understanding as all the senses are overpowered.

The effect of customer service overpowers the design elements of a retail facility. Majority of the people who took the survey gave the consensus that the store design may be nice however they wouldn’t go back if the customer service was bad.  Some participants did say that the first thing that attracts a shopper to a store is the design,  which is interesting to see as retailers are investing billions of pounds to keep up with current trends and make sure that their store stand out from each other.  Showrooming is becoming massively important, displays in store are taking over to show how products can be used and interacted with, fashion retailers have big displays of products in their stores on plinths which the consumer is afraid to touch in case it all comes down, or the fear of making sure that they are allowed to touch the items. Over 80% of participants aid that they would prefer for displays to be interactive and tangible as opposed to a showroom that they were reluctant to touch.  Online shopping and e-transactions became big hit. However according to this questionnaire it is visible to see that people prefer to shop in-store where, they can feel the items texture, weight and see what it actually is that they are buying.

100% of the people surveyed agreed that in the current conditions that we see in retail there is a lack of accessibility for the disabled shopper. A few responses gathered in question 11 state, “Aisles are often too narrow and goods placed on high shelves or racks. I often find it difficult to reach so cannot imagine how someone in a wheelchair would manage. Often difficult to find a store assistant to help too”, “Larger department stores often take into advantage of disability access however smaller retailers focus on the design and layout and getting across their brand image. They overlook these factors and create restrictions for people with these disabilities.”. it is obvious to see that when all the participants in the survey were asked to think about whether retail is well adapted, they all said “No”, this drives the question of why not? We as designers have regulations which must be applied so are the regulations incorrect of the interpretation by the designer? The participants also agreed in majority that more could be done to allow the disabled and elderly a better shopping experience by providing ‘rest spots’ and wider aisles so people in wheelchairs can pass through.

 

Rest spots seem to be an idea that is overall liked by the participants because they can sit and wait for their friends or allow their elderly relative sit down and take a minute or two. However this isn’t so much liked by retailers as if you are sitting you aren’t shopping and if you aren’t shopping then you aren’t spending.

 

The final question in the survey was regarding the way in which we could incorporate the disabled and elderly by creating a shopping environment that was designed especially for them, this means wide aisles, contrasting colours and a design made to suit with DDA regulations, the majority that said it was a good idea was almost 50/50 with those who said it was a bad idea. A few participants agreed that the scheme would be beneficial however the approach shouldn’t be directed only to those with disability but made more wide. 

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