The diagram in Fig. 1 shows part of a shopping centre. A food retailer is choosing between a unit near the main entrance and a quieter unit beside the lifts...
Question 1 Report
The diagram in Fig. 1 shows part of a shopping centre. A food retailer is choosing between a unit near the main entrance and a quieter unit beside the lifts. The centre manager has added wide aisles, seating and clear directional signs to improve the shopping experience for different customers.
(a) Identify one feature in Fig. 1 that helps customers move around the centre. [1]
(b) Give three reasons why the food retailer may prefer the unit near the main entrance. [3]
(c) Explain two ways good access within a shopping centre can improve the service offered by retailers. [4]
Answer Details
(a) Wide aisles [1] help customers move around the centre. Directional signs, lifts and seating are also acceptable features shown.
(b) The unit near the main entrance may be preferred because it has:
- more passing customers [1];
- greater visibility, as customers see the retailer immediately on entering [1];
- a greater chance of impulse purchases [1].
It may also be easier for customers carrying shopping bags and provide more visible advertising or window displays.
(c)
- Wide aisles and lifts make stores easier to reach for customers with pushchairs, wheelchairs or heavy goods [1]. More customers can therefore use retailers comfortably [1].
- Clear signs help customers find a retailer quickly [1]. This reduces frustration and improves the shopping experience [1].
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