The following figure is a proposed floor plan for TrailPeak, an outdoor-equipment retailer. The business sells hiking boots, rain jackets, maps and camping ...
Question 1 Report
The following figure is a proposed floor plan for TrailPeak, an outdoor-equipment retailer. The business sells hiking boots, rain jackets, maps and camping products. A field observation found that many customers walk from the entrance directly to the boot-fitting desk, then leave without looking at other products. The manager has drawn a new route using arrows through the jacket and map areas. She also plans to place small items, such as water bottles and compass batteries, near the payment desk. TrailPeak wants customers to find products easily while increasing sales of related goods. The retailer must avoid making the shop confusing or reducing service at busy times.
(a) Which one of the following products is most suitable for the payment-desk area? Select one answer: compass batteries / hiking tent / boot rack / store cupboard. [2]
(b) Explain two reasons why TrailPeak has used arrows to direct customers past jackets and maps. [6]
(c) State two products that customers buying hiking boots may also need. [4]
(d) Which service should the retailer provide at the boot-fitting desk? Give two reasons for your answer. [8]
Answer Details
(a) Compass batteries are suitable for the payment-desk area because they are small, low-cost items that customers may add while paying. [2]
(b) Directing customers past jackets and maps exposes them to a wider product range, increasing the opportunity for linked or additional sales. These products are relevant to an outdoor trip, so customers buying boots may remember that they also need a jacket or map. The route can also make better use of otherwise unused shop space. Any two explained reasons gain credit. [6]
(c) Suitable linked products include hiking socks, a waterproof jacket, a map, a water bottle, or a compass. Any two gain credit. [4]
(d) TrailPeak should provide a trained boot-fitting service. An employee can measure feet or check fit, give advice about boot type and intended use, and help the customer choose comfortable, suitable boots. This improves customer confidence and can lead to higher-value sales; it also reduces returns and complaints because customers are less likely to buy boots that do not fit. [8]
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