Pedestrian Circulation in Shopping Centers

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PEDESTRIAN CIRCULATION

IN SHOPPING CENTERS

PRAKHAR VIRENDRA

2010BARC048



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PEDESTRIAN CIRCULATION IN SHOPPING CENTERS

A DISSERTATION SUBMITTED AS A PART OF THE REQUIREMENTS

FOR THE DEGREE OF BACHELOR OF ARCHITECTURE

DEPARTMENT OF ARCHITECTURE

SCHOOL OF PLANNING AND ARCHITECTURE,

BHOPAL.

9TH SEMESTER

YEAR: 2014



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CERTIFICATE

Certified that seminar work entitled“PED ESTRIAN IR ULATION IN SHOP PIN ENTERS!

is a "onafide

work #arried o$t in the ninth semester "% “PRA&HAR 'IRENDRA()*+*,AR *-.! in /artial f$lfillment

for the award of ,a#helor of Ar#hite#t$re from S#hool of Plannin0 And Ar#hite#t$re1 d$rin0 the

a#ademi# %ear )*+-2)*+34

____________________________SIGNATUREAsst. P!". P##$# M%t#&S'()*+t C!!%-#t!

____________________________

SIGNATUREAss!+. P!". P%/'s H#)*#&T!%+ G'%*3M*-t!



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ACNO5LEDGEMENT

I extend my heartfelt gratitude to all the people who helped and supported me while writing this

seminar paper.

I am thankful to my mentor Ass!+. P!". P%/'s H#)*# for his !onstant guidan!e suggestions and

insightful re"iews through this pro#e!t.

I thank my su$#e!t !oordinator Asst. P!". P##$# M%t# for her !onstant efforts to guide us and

moti"ate us regarding the su$#e!t.

I also thank my institution for pro"iding me the opportunity to learn a$out my dissertation and

resear!h area and appre!iate the people who dire!tly or indire!tly helped me.

PRAKHAR VIRENDRA

Vth Year, B.Arch,

School of Planning and Architecture, Bhopal



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ABSTRACT

PEDESTRAIN CIRCULATION IN SHOPPING CENTERS

Shoppers mo"e like people pretty mu!h as their $odies allow them to in their natural

way. Their mo"ement through retail en"ironments is guided $y their deep%seated

psy!hology and most of these prin!iples are uni"ersal. This report summari&es the

$eha"ioral psy!hology of a shopper and "arious !ase studies to draw !on!lusions for

designing a !ir!ulation that is in a!!ordan!e with the shoppers' natural flow rather

than for!ing it through design.

(eywords) retail en"ironments $eha"ioral psy!hology natural flow



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L%st !" F%7'*s

*igure +),iew of Tra#ans -arket sour!e)wikimedia.org/ .............................................................................................. ++*igure 0) Tra#ans market interiorsour!e)list"erse.!om/ ............................................................................................... ++

*igure 1) 2ighland 3ark ,illage sour!e) dallas"eganweek.!om/ ............................................................................ ++

*igure 4) Senior Auto -all Gurgaon fortunerealte!h.!om/ ...................................................................................... +5

*igure 5)*oothill ,illage 6aks neigh$orhood 7enterrose"ille "anirde"elopement.!om/ ........................ +5

*igure 8) St. 9a!o$s *a!tory outlet !anada !anada%photos.!om/ ......................................................................... +5



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1. I-t!'+t%!-

The Ur$an population of India !onsists of approx. 1:; million people 7ensus 0;++/ li"ing in

o"er 5;;; !ities and towns. 6ut of these a$out 4;< li"e in 8; metropolitan !ities. It is pro#e!ted

that $y 0;0; the ur$an population of India will grow to 48= million. And with a rising G>3 at

around =< +.=:: trillion US> 0;+1/ o"erall re"enue in shopping in!luding those of small

shops is expe!ted to grow to Rs. 0=:;;;; !rore $y 0;+5 at !urrent pri!e whi!h will rank India

fifth among world's retail markets. And with su!h en"ironment $uilding up Shopping -alls ha"e

pro"en to $e the $easts in $usiness. They are the ultimate selling ma!hine.

This paper starts with a "ery $rief history of Shopping -alls to understand how the whole

!on!ept of it !ame into existen!e and how it de"eloped o"er a long period of time. Although the

!on!ept of Shopping -alls may seem re!ent to some the roots of it are found to nested in the

an!ient Roman empire. The e"olution of Shopping -alls from an!ient

?hat follows the history is the !lassifi!ation and typologies of Shopping -alls explained $riefly.

A ma#or part of this report deals with the $eha"ioral psy!hology of shoppers how they mo"e

how they get attra!ted towards a shop or different produ!ts and what makes them spend more

time and money inside the retail en"ironment.

This paper also lists down some prin!iples and te!hni@ues that should $e kept in mind whileplanning out a mall. Guidelines for making the !ir!ulation design uni"ersal ha"e also $een

explained in $rief.



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2. B#+67!'- St'/

In order to write this dissertation ex!essi"e resear!h work was re@uired to understand the $eha"ior

and psy!hology of people that !omes in play when they are within the premises of any retail

en"ironment. This also in!luded the study of normal human tenden!ies when they walk talk or

intera!t in pu$li! spa!es. The knowledge anthropometry and !omforta$le en"ironments was also

re@uired in order to !ontinue with this topi!.

8.

P'!s* !" St'/

The su!!ess of any retail en"ironment depends on a lot of fa!tors $ut not all of them fall under the

ar!hite!t's s!ope. Assuming that the stores inside a mall are designed separately !ir!ulation

$e!omes the $iggest fa!tor under the ar!hite!t's s!ope. The aim of this study is to form guidelines

that !an impro"e the o"erall su!!ess and shopping experien!e of a mall $y planning of intelligent

and user friendly !ir!ulation patterns that are em$ra!ed $y the di"erse !rowd using them.



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4.

A B%*" H%st!/ !" S!%-7 M#s

The !on!ept of Shopping !enters has $een in existen!e sin!e an!ient Greek and Roman eras. In

an!ient Gree!e the !entral shopping area of a !ity was !alled the agora and !onsisted of a large

open area in whi!h mer!hants !ould display and sell their produ!ts. The first esta$lished

shopping mall was $uilt $y Emperor Tra#an in Rome nearly 0;;; years $efore the modern

shopping !enter. This market was !onstru!ted in Tra#ans forum and !onsisted of a semi%!ir!ular

$uilding with a large "aulted hall resem$ling a $asili!a on top. The Emperors market in!luded

an array of shops all of whi!h fa!ed a !orridor allowing !ustomers to "iew the produ!ts and

goods for sale. This !enter also featured se"eral restaurants and $ars an important pre!ursor to

todays mix of stores and shops in!luded in shopping !enters. 'The market !onsisted of se"eral

le"els and more than +5; outlets that sold a wide "ariety of produ!ts in!luding luxury !lothing

silks spi!es and fresh food. Tra#ans *orum and the market were $uilt nearly 0;;; years $efore

the first re!ogni&ed modern shopping !enter.' Gruen and Smith +B8;/ The following text

di!tates the e"ents of ma#or signifi!an!e in the history of shopping in a !hronologi!al order.

The modern shopping !enter whi!h in!ludes the small su$ur$an strip !enter as well as the

million%s@uare%foot superregional malls originated in the +B0;s. 'In +B0= Grand"iew A"enue

Shopping 7enter in 7olum$us 6hio was opened. This large !enter in!luded nearly 1;; stores

and a parking lot whi!h !ould a!!ommodate nearly 4;; !ars.'

http)CCwww.onlinemarketingdegree.netCresour!esChistory%of%shopping%!enterC/

-any historians !onsider 2ighland 3ark Shopping ,illage in >allas Texas to $e the first a!tual

planned shopping !enter. The ,illage was de"eloped $y 2ugh 3rather in +B1+ and in!luded a

!olle!tion of stores $uilt with a unified stru!ture and theme.

'The late +B1;s and +B4;s witnessed the esta$lishment and expansion of the !ommer!ial !hains

Sears Roe$u!k D 7o. and -ontgomery ?ard. These stores were set far away from large !ities

a!!ompanied with parking lots with ample spa!e. In the early +B5;s Northgate in Seattle

?ashington featured $ran!hes of ma#or downtown department stores surrounded $y smaller

!ommer!ial shops. Soon after Shoppers ?orld in *ramingham -assa!husetts was the first two%



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le"el !enter in the United States and was esta$lished in +B5+. ater in +B54 Northland 7enter in

>etroit -i!higan utili&ed the F!luster layout whi!h !onsisted of a single department store at

the !enter and a !olle!tion of smaller stores surrounding it. Important features of Northland

in!luded surrounding parking lots and !entral air%!onditions and heating.'


In the years immediately following ?orld ?ar II the expansion of su$ur$an de"elopment and

population growth !reated the need for additional housing options and more !on"enient retail

shopping. An in!reasing num$er of !enters $uilt in the post%?orld ?ar II years were strip !enters

whi!h ser"ed new housing de"elopments.'In +B:8 the Rouse 7ompany de"eloped *aneuil 2all -arketpla!e in Hoston -assa!husetts

whi!h re"olutioni&ed the history of the shopping !enter. This -arket was the first festi"al

marketpla!e $uilt in the United States. *esti"al marketpla!es typi!ally !entered upon food and

retail spe!ialty items. 6ther similar marketpla!es followed in lo!ations su!h as Haltimore New

ork and -iami. ?ith the opening of ?ater Tower 3la!e in 7hi!ago Illinois in the late +B:;s the

shopping !enter industry had returned to a more ur$an lo!ation.'


-ore than +8;;; !enters were $uilt $etween +B=; and +BB;. This de!ade was !hara!teri&ed $y

the in!rease in superregional shopping !enters whi!h were malls measuring more than =;;;;;

s@uare feet. *a!tory outlet !enters $e!ame in!reasingly popular throughout +BB;s. 6utlet malls

pro"ided manufa!turers with the opportunity to sell their own goods at dis!ounted pri!es.

In addition to fa!tory outlets entertainment !enters played a !ru!ial role throughout the +BB;s.

Seeking to in!orporate forms of entertainment shopping !enters $egan to offer a "ariety of

a!ti"ities su!h as !hildrens play areas li"e musi! mo"ies in large multiplex !inemas food!ourts amusement parks mer!handising te!hni@ues ro$oti! animal displays and other

intera!ti"e demonstrations.



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FIGURE 1:VIEW OF TRAJANS MARKET (SOURCE:WIKIMEDIA.ORG)

FIGURE 2: TRAJANS MARKET INTERIOR(SOURCE:LISTVERSE.COM)

FIGURE : !IG!LAND "ARK VILLAGE (SOURCE: DALLASVEGANWEEK.COM)



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. T/*s !" S!%-7 C*-t*s

The !on!ept of shopping !entre is not limited to one or two types of $uildings. The NationalResear!h Hureau NRH/ has identified following typologies of shopping !enters that are found all

around the glo$e

Sour!e)Shopping 7enter 7lassifi!ations) 7hallenges and 6pportunities 9ames R. >elisle/

• A%!t R*t#%. A !onsolidation of retail stores lo!ated within a !ommer!ial airport. This

would not in!lude restaurants and other s!attered retail shops along !on!ourses if not part

of a !on!entrated shopping area.

• A't! M#. A strip !enter !onsisting of retail stores aimed at the needs of automo$iles su!h

as auto dealerships oil !hanges and auto parts.

• C!$$'-%t/ C*-t*. 2as a wider range of fa!ilities for the sale of soft lines apparel/ and

hard lines hardware applian!es et!./ than the neigh$orhood !enter. It is $uilt around a

#unior department store "ariety store or dis!ount department store as the ma#or tenant in

addition to a supermarket. It does not ha"e a full%line department store though it may ha"e a

strong spe!ialty store. In theory the typi!al si&e is +5;;;; s@uare feet. In pra!ti!e it may

range in si&e from +;;;;; to 1;;;;; s@uare feet.

• C!-=*-%*-+* C*-t*. A small strip !enter that pro"ides !on"enien!e goods food drug et!./

andCor ser"i!es laundry !leaners !opying et!./ for the $usy one%stop%shopper.

• D%s+!'-t C*-t*. A !enter in whi!h a dis!ount store is the ma#or tenant in the de"elopment

with additional retail spa!e !onsisting of smaller retail tenants andCor a supermarket. This

type of !enter usually draws a lower so!ioe!onomi! group as !ompared to the off%pri!e

!enter. They are !onsidered part of the ,alue Retail group of !enters.

• F#+t!/ O't*t. A !enter !onsisting of manufa!turer's retail outlet fa!ilities where goods are

sold dire!tly to the pu$li! in stores owned and operated $y manufa!turers. In !ontrast to

fa!tory outlets of the past typi!ally found at the fa!tory sites today's fa!tory outlet stores are

lo!ated in mall or !enter settings and often sell first @uality !urrent season mer!handise.

*a!tory outlet malls draw a !om$ination of middle and lower so!ioe!onomi! group

!ustomers and often in!lude some off%pri!e stores.



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• F*st%=#3E-t*t#%-$*-t C*-t*. A !enter !onsisting primarily of food and spe!ialty

retailers and entertainment fa!ilities. -any times the !enter may $e an adapti"e reuse or

mixed use de"elopment and has a hea"y !on!entration of tourist traffi!.

• H!$* I$!=*$*-t C*-t*. A !enter an!hored $y a home impro"ement retailer or with a

!on!entration of home impro"ementChardware spe!ialty retailers.

• L%"*st/* C*-t*. An ups!ale spe!ialty retail F-ain Street !on!ept shopping !enter. An

open !enter usually without an!hors a$out 1;;;;; S* GA or larger lo!ated near affluent

neigh$orhoods in!ludes ups!ale retail trendy restaurants and entertainment retail. Ni!ely

lands!aped with !on"enient parking lo!ated !lose to the stores.

•

M%;* Us* D*=*!$*-t. A relati"ely large%s!ale real estate pro#e!t with +/ three or more

signifi!ant re"enue%produ!ing uses e.g. retail offi!e residential hotelCmotel and

re!reational/ whi!h are mutually supporting and de"eloped as a unitJ 0/ signifi!ant

fun!tional and physi!al integration of pro#e!t !omponents in!luding uninterrupted

pedestrian !onne!tionsJ and 1/ de"elopment in !onforman!e with a !oherent plan.

• N*%7(!!! C*-t*. 3ro"ides for the sale of !on"enien!e goods food drugs and

sundries/ and personal ser"i!es laundry and dry !leaning $ar$ering shoe repairing et!./ for

the day%to%day li"ing needs of the immediate neigh$orhood with a supermarket $eing the

prin!ipal tenant. In theory the neigh$orhood !enter has a GA of 5;;;; s@uare feet. In

pra!ti!e it may range in si&e from 1;;;; to +;;;;; s@uare feet. NRH in!ludes all !enters

less than +;;;;; S* GA in this !ategory of !enter type.

• O""?P%+* C*-t*r. A !enter !onsisting of retail stores that offer $rand name goods found in

!on"entional spe!ialty and department stores at 0; to :; per!ent $elow manufa!turer's

suggested pri!es. The goods found in an off%pri!e store are generally of higher @uality than

those found at a dis!ount store. 6ff pri!e !enters draw primarily !ustomers of the middle and

middle%upper so!ioe!onomi! group.

• P!@* C*-t*. An open strip !enter with three to fi"e non%traditional spe!ialty an!hors

a!!ounting for more than :5< of the GA with the GA of a few smaller tenants a!!ounting

for the $alan!e.

• R*7%!-# C*-t*. 3ro"ides shopping goods general mer!handise apparel furniture and

home furnishings in full depth and "ariety. It is $uilt around the full%line department store

with a minimum GA of +;;;;; s@uare feet as the ma#or drawing power. *or e"en greater



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!omparati"e shopping two three or more department stores may $e in!luded. In theory a

regional !enter has a GA of 4;;;;; s@uare feet and may range from 1;;;;; to more than

+;;;;;; s@uare feet. Regional 7enters in ex!ess of :5;;;; s@uare feet GA with three or

more department stores are !onsidered Super Regional. NRH in!ludes all !enters from

1;;;;; to :4BBBB S* GA in this !ategory of !enter type.

• St% C*-t*. A line of stores often tied together $y a !anopy o"er the sidewalk whi!h runs

along the fronts of the stores. A !onfiguration of an open non%en!losed/ shopping !enter

whi!h may "ary greatly in si&e.

• S'* R*7%!-# C*-t*. 3ro"ides for an extensi"e "ariety of general mer!handise. It is $uilt

around three or more ma#or department stores. In theory a super regional !enter has a GAof :5;;;; s@uare feetJ and in pra!ti!e this ranges upwards of +;;;;;; s@uare feet. The

ma#or an!hor department stores generally ha"e a s@uare footage of +;;;;; s@uare feet

ea!h. NRH in!ludes all !enters :5;;;; S* GA and larger in this !ategory of !enter type.

• T*$*3S*+%#t/. 7enters that are @uite di"erse in themati! format si&e and market

orientation $ut share !ommon features that distinguish them from other !enters employ a

unifying theme in ar!hite!tural design whi!h is !arried out $y the indi"idual shopsJ an!hored

$y restaurants and entertainment fa!ilities rather than department stores or supermarketsJ

strongly appeal to tourists as well as lo!al shoppersJ and their tenants typi!ally offer unusual

mer!handise.

• Us+#*3F#s%!- C*-t*. A !enter !omprised of a !on!entration of apparel shops

$outi@ues and hand!raft shops !arrying sele!ted mer!handise usually of high @uality and

high pri!e. A fashion%oriented !enter may in!lude one or more small spe!ialty department

store and gourmet food and food ser"i!e stores. These !enters are most often lo!ated in

high%in!ome areas.



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FIGURE 4: SENIOR AUTO MALL# GURGAON (FORTUNEREALTEC!.COM)

FIGURE $:FOOT!ILL VILLAGE OAKS NEIG!%OR!OOD CENTER#ROSEVILLE (VANIRDEVELO"EMENT.COM)

FIGURE 6: ST. JACO%S FACTOR& OUTLET# CANADA (CANADA'"!OTOS.COM)



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. F#+t!s #""*+t%-7 t* s'++*ss !" S!%-7 M#

The $asi! idea of shopping malls is to !ondu!t a $usiness and earn some profit while doing it. ?hen

it !omes to su!!ess there !an $e numerous fa!tors affe!ting it in the !ontext of Shopping -alls.

Hut ar!hite!tural su!!ess is a different thing. It is within the s!ope of the ar!hite!t to explore

different design phenomenon to !reate a design that is ar!hite!turally a su!!ess. This !hapter will

look at the effe!t of the following design phenomenon to the ar!hite!tural su!!ess of shopping

malls.

.1 7ontext of the shopping mall

.2 7ir!ulation in the shopping malls

.8 Re!reational fa!ilities pro"ided in the shopping malls

.4 3arking in the shopping malls

.1.

C!-t*;t !" S!%-7 M#

The !ontext of a shopping mall is "ery important and should $e !onsidered in the design of any

shopping mall. It is the fa!tor that determines how shoppers and other patrons relate with the mall

in @uestion and how the mall fits into the en"ironment in whi!h it is designed for there$y a"oiding

ar!hite!tural misfits in the gi"en en"iron. To $e !onsidered in!lude !limati! !ultural and histori!

!ontexts for the design of any mall to $e !onsidered as su!!essful . It is e"ident from the "arious

$a!kground studies tha for any shopping mall design to $e !onsidered ar!hite!turally su!!essful

and for any design of any $uilt type for that matter/ !ontext has to play a role in the design of that

mall. The ar!hite!tCdesigner has to ha"e the !ontext of the site in his mind throughout the design

pro!ess or else the design will seem foreign whi!h will definitely work against the ar!hite!tural

su!!ess of the mall.



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.2. C%+'#t%!- %- # S!%-7 M#

7ir!ulation in a shopping mall is of utmost importan!e. *rom the entran!e to the aisles and the

inter!onne!tion of spa!es within the mall signage and ease of way%finding all these play a "ital role

in ensuring the !omfort of the shoppers within the mall. Hoth external !ir!ulation and internal

!ir!ulation are of e@ual importan!e. The external !ir!ulation determines how shoppers na"igate

from the parking and the main entran!e to the entran!e into the shopping mall $uildings. The ease

at whi!h this happens !ontri$utes to the ar!hite!tural su!!ess of the mall and to how often the

shoppers will re%"isit the mall. This explains why most shopping malls plan their parking lots in front

of the entran!es to the shopping mall $uildings. -any amenities like resting $en!hes D waste $ins

that a!t as $reak%points in !ir!ulation to

.8. R*+*#t%!-# F#+%%t%*s %- # S!%-7 M#

As mu!h as shopping is a re!reational a!ti"ity in itself to some people most people don't !onsider

shopping a re!reational a!ti"ity. They shop when they need to and what is $ought in most !ases is

stri!tly what is needed. Re!reational fa!ilities a!t positi"ely in attra!ting many people to shopping

malls. These fa!ilities range from diners mo"ie halls sports to gaming ele!troni!ally. It has already$een esta$lished that a su!!essful shopping mall should not only fo!us on leasing spa!es to shops

$ut also to !reate re!reational spa!es whi!h in themsel"es are also a sour!e of re"enue to the

shopping mall in"estors. >ifferent shopping malls ha"e !reated different re!reational a!ti"ities

within their premises. All of them howe"er ha"e one or more diners and !afes whi!h means that

this is of importan!e. >inersC!afeterias allow for shoppers to relax afterCwithin their shopping

a!ti"ities and ha"e mealsCdrinks at the same premises. In fa!t many people "isit malls for these

re!reational a!ti"ities only. They also ensure that people of a wider age $ra!ket are taken !are of

from !hildren to adults. This turns "isits to shopping malls into ex!iting endea"ors for all.

.4. P#6%-7 %- # S!%-7 M#

Another fa!tor that affe!ts the su!!ess and the fun!tionality of a shopping mall is its parking. This is

the first and the last impression sin!e the shoppers who arri"e with "ehi!les a!!ess it first and last.



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This means that if the parking of a !ertain mall is not well worked out to deal with the "olume of

"ehi!ular flow that "isits the mall $oth in si&e and layout then !han!es of a shopper re"isiting the

mall are slim. The position of the parking lot also ser"es a lot in enhan!ing the performan!e of the

mall. This explains why most shopping malls position their parking lots or part of their parking lots/

near the main entran!e at the main a!!ess point into the malls premises. This is to ensure ease of

a!!ess into the shopping malls. The layout of the parking is also important. -any shopping malls

apply angle parking. This is $e!ause it sa"es on spa!e and also easier to park and !ome out as

opposed to the linear parking. Heautifi!ation of the parking lot is also important. This helps in

a"oiding ugliness of the parking lot sin!e the surfa!e material of the parking lots mi!ro%!on!rete

pa"ing sla$s and tarma!/ is not a friendly "iew espe!ially when they are used extensi"ely as is the!ase with shopping malls. 3arking lots should also $e well lighted to impro"e on their se!urity as

this is an area where potential muggers and $urglars are more likely to lurk. ighting also gi"es the

shoppers a sense of se!urity and thus makes the premises more !omforta$le to the shopper.



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<. B*#=%!# s/+!!7/ !" # s!*

To explore the prin!iples of !ir!ulation design for shoppers we must first understand that shoppers

are $asi!ally people and people mo"e pretty mu!h as their $odies allow them to mo"e. This !hapter

explains the $eha"ioral psy!hology of a shopper with the help of studies done $y 3a!o Underhill

and penned down $y him in '?hy we $uy% The S!ien!e of Shopping' and also explains the "arious

phenomenon that !ome in play when pedestrian mo"ement in the !ontext.

A good store is $y definition one that exposes the greatest portion of its goods to the greatest

num$er of its shoppers for the longest period of time. The store in other words that puts itsmer!handise in our path and our field of "ision in a way that in"ites !onsideration. If a store's flow is

good if it offers no o$sta!les or $lind spots people will find their way to e"ery nook and !ranny. If

there's a pro$lem with flow some flaw in the design or the layout then we'll find some lonesome

!orners. A smart store is then in a!!ordan!e with how we walk and where we look. It understands

our ha$its of mo"ement and takes ad"antage of them rather than ignoring them or e"en worse

trying to !hange them. '2ere's a simple example) 3eople slow down when they see refle!ti"e

surfa!es. And they speed up when they see $anks. The reasons are. understanda$le) Hank windows

are $oring and no$ody mu!h likes "isiting a $ank anyway so let's get past it @ui!klyJ mirrors on the

other hand are ne"er dull. Armed with this information what do you doK' 3a!o Underhill0;;B/

?ell ne"er open a store next to a finan!ial institution for when pedestrians rea!h you they'll still $e

mo"ing at a speed too fast for window%shopping. 6r if you !an't help $eing next to a $ank you !an

make sure to ha"e a mirror or two on your fa!ade or in your windows to slow shoppers down. 2ere's

another fa!t a$out how people mo"e in retail en"ironments' $ut also e"erywhere else/) They

in"aria$ly walk toward the right. ou

don't noti!e this unless you're looking for it $ut it's true%when people enter a store they head

rightward. Not a sharp turn $ut more like a drift. Although some sour!es de$ate that this effe!t is

only seen in !ountries where they dri"e to the right hand lane $ut here in this report I'll !onsider it a

uni"ersal fa!t.

A study was performed at a department store where #ust to the right of the entran!e was the

menswear department. And $y the !ount the o"erwhelming ma#ority of shoppers in the store was

female. 2a"ing menswear there meant that women shoppers would simply sail through the se!tion



Page | 2$

$arely looking at the mer!handise determined to get to their main destination. In fa!t $e!ause the

front door was in the !enter of the store rather than to one sideso lots of women who walked in

stepped right looked around and saw that they were in menswear then "eered off sharply to the

women's apparel se!tions on the left side of the store also missing the !hildren's se!tion whi!h was

on the rear right side. The sur"ey sheets showed that !hildren's !lothing was the least%"isited

se!tion in the entire storeJ fully half of the main floor was going under "isited due to this error in

planning $e!ause female !ustomers ne"er e"en saw itL An o$"ious solution to this ad#a!en!y mix%

up would $e to pla!e. the !hildren's !lothing se!tion at the rear of the women's apparel se!tion

rather than men's.

A similar situation held at an ele!troni!s store was studied. There the !ashCwrap was against theleft%hand wall near the front of the store. Shoppers would enter and head right $ut then see the

register and the !lerks and turn sharply left so they !ould examine the mer!handise there or ask

where to find what they had !ome for. In some !ases those shoppers headed toward the rear to

$rowse the displays there. They were mo"ing in a kind of @uestion%mark tra!k. To alter that the

register was mo"ed to the right%hand wall and farther $a!k a$out halfway into the store. That then

$e!ame the main hu$ of a!ti"ity. A se!ond area of high shopper interest a telephone. displayJ was

installed on the right wall $ut !loser to the front. The hope was that shoppers would enter walk

right toward the !ash register area and then "isit the phone displays. Those ad#ustments shifted the

store around to a !onfiguration more natural to how people mo"e and instantlyJ the !ir!ulation

patterns impro"ed. -ore people saw more store.

Shoppers' not only walk .right they rea!h right too most of them $eing right%handed. Imagine

standing at a shelf fa!ing it%it's easiest to gra$ items to the right of where you stand rather than

rea!hing your arm a!ross your $ody to the left. In fa!t as you rea!h your hand may inad"ertently

$rush a produ!t to the right of the one you're rea!hing for. So if a store wishes to pla!e something

into the hand of a shopper it should $e displayed #ust slightly to the right of where he or she will $e

standing. 3lanograms the maps of whi!h produ!ts are sto!ked where on a shelf are determined

with this in mind) If you're sto!king !ookies for instan!e the most popular $rand goes dead !enter%

at the $ull's%eye%and the $rand you're trying to $uild goes #ust to the right of it. An e"en simpler

aspe!t of how people mo"e is the one that raises the greatest num$er of logisti!al issues for stores.

In fa!t this parti!ular pe!uliarity of human am$ulation !an $e said to render nearly e"ery retail



Page | 21

spa!e seriously ill%suited to its purpose. It's this) 3eople fa!e and walk forward. The impli!ations of

this are enormous only $e!ause the normal retail en"ironment is a!tually designed for those

nonexistent $eings who walk sideways%sidling like the figures drawn in an!ient Egyptian

hieroglyphs%rather than pla!e one foot in front of the other. 3i!ture it) If you're walking straight

down a store aisle you're looking ahead. It re@uires an effort to turn your head to one side or the

other to see the shel"es or ra!ks as you pass them. That effort e"en makes you "aguely

un!omforta$le $e!ause it re@uires you to train your eyes somewhere other than where you're

walking. If it's a familiar en"ironment say your fa"orite supermarket/ and the setting feels safe

wide aisles no $oxes or other o$sta!les on the floor to trip you up/ then may$e you'll turn your

head as you walk and take in the mer!handise. In a less familiar setting you'll see less%su$!ons!iously you'"e got your peripheral "ision on the lookout so you don't trip o"er a $ox or a

small !hild. If as you walk a display gets your attention you may stop in your tra!ks and look upon

it as it was meant to $e seen. Hut most display windows are designed as though e"ery "iewer is #ust

standing there staring into them head%on. ?hi!h is almost. ne"er the !ase. This !omes up regarding

outdoor signs too. If there's a sign hanging parallel to the shop rather than perpendi!ular so that it

is "isi$le to pedestrians approa!hing from either side then there is may$e 5 or +; per!ent more

!han!e that !ustomers approa!h the fa!ade. >isplays must Simply $e !anted to one side so they

!an $e more easily seen from an angle.

<.1 S'$$#/ !" B*#=%!# St'/

2ere is the summary of some interesting findings of this study whi!h !an help one in designing

$etter !ir!ulation and also o"erall am$ien!e of a shopping !entre)

Sour!e) Spa!e for Shopping) 3lanning and >esign for Trade and 7ommer!e A.( 9ain/

• The transition &one $etween the outside and inside of the store% that spa!e #ust inside the

door where shoppers are ad#usting to the interior of the pla!e% is "ery ineffe!ti"e spa!e. ?hat

happens on!e the !ustomers get insideK ou !an't see it $ut there are $usy making

ad#ustments% simultaneously they are slowing down there pa!e ad#usting their eyes to the

!hange in light and s!ale and !raning their ne!ks to $egin taking is all there is to see.

-eanwhile their ears and noses and ner"e endings are sorting out the rest of the stimuli%

analy&ing the sounds and smells #udging whether the store is warm or !old. There is lot

going on on in other words they are not truly in the store yet. ou !an see them $ut it will



Page | 22

$e a few se!onds $efore there are a!tually here. -o"ing too fast if the sales staff hits them

with a hearty M7an i help youKM the answers going to $e MNo thanks.M put a pile of flyers or a

sta!k of shopping $askets #ust inside the door) shoppers will $arely see them and almost

ne"er pi!k them up. -o"e them ten feet in and the flyers and $askets will disappear. it's a law

of nature% shoppers need a landing strip.

• 85< of males who take #eans into a fitting room will $uy them as opposed to 05< of women.

6r 4< of $rowsers will $uy a !omputer on Saturday at noon !ompared to 0+< $rowsers on

the same day at 5 o'!lo!k.

• The amount of money spent in a store is positi"ely !orrelated with the amount of time spent

inside.• The M$utt $rushM effe!t% if aisles are too narrow or !rowded and shoppers ha"e to $end o"er

to rea!h mer!handise they are exposed to $eing $rushed or tou!hed $y other shoppers as

they pass $y% this is a definite turn%off to shoppers espe!ially women/ and will redu!e the

amount of time spent in the store and thus the total amount of money spent.

• Shoppers need the use of their hands to tou!h feel pi!k up and examine mer!handise%if

they are $urdened down with !oat se"eral other items that they ha"e pi!k up a toddler et!.

they will spend less time in the store than if they had a shopping !art a!!ess to a !oat !he!k

strollers $askets pla!ed inside the store interior where they !ould a!tually $e useful to

someone who has already a!!umulated a few items/ et!.

• ,ery often signs in retail en"ironments !ontain too many words to $e s!anned @ui!kly and

are pla!ed in lo!ations where they will ne"er $e noti!ed%M3utting a sign that re@uires +0

se!onds to read in a pla!e where !ustomers spend 4 se!onds is #ust slightly more effe!ti"e

than putting in your garageMUnderhill 0;;B/

• 3ro"iding !on"enient and strategi!ally lo!ated seating areas for !ustomers will keep them in

the store longer and thus in!rease the amount sold.

• Ad#a!en!ies !an $e "ery important in the pla!ement of mer!handise in order to maximi&e

sales for example the salsa should $e next to the !hips not in the !ondiments se!tion. The

pasta sau!e should $e in the pasta se!tion not next to the salsa.

• 6nly :0< of men read pri!e tags on items as !ompared to =8< of women.



Page | 23

• ?hen a man a!!ompanies a woman for shopping her time in the store is drasti!ally !ut down

women a!!ompanying other women while shopping spend almost twi!e as mu!h time in a

store /.

• ?omen generally take pleasure and pri!e in the shopping experien!e as opposed to men

who generally #ust want to get in and get out unless they are shopping for spe!ifi! male%

oriented items su!h as power tools stereos or !omputers/. A!!ordingly the shopping

en"ironment for women should $e relaxing pleasant featuring all of the positi"e layout

fa!tors that will keep them in the store for a longer period of time.

• Underhill makes the so$ering point that many of us will spend more time $eing old than the

time we had $een young. It follows then that store layouts and pa!kaging design will ha"e to!hange in order to a!!ommodate all ages. This will in!lude larger print on pa!kages older

eyes ha"e diffi!ulty reading anything less than +0 points type/J $etter lighting in stores older

eyes at age 5; re!ei"es a$out 05< less light than eyes at age 0; due to dis!oloration of the

!ornea/J and sharper !olor distin!tion on signs and !ertain store areas for exampleJ on stairs

where it is !riti!al that older patrons $e a$le to easily distinguish the rise from run part of the

step and a"oid tripping/.

• Store layout need to $e redesigned with larger aisles and ramps to a!!ommodate walkers

and motori&ed wheel!hair.

• -er!handise oriented towards kids has got to $e pla!ed at eye le"el for those kids% that is

a$out 1 feet off the floor. 2e also makes the point that retailers ha"e got to pro"ide for

parents who are shopping with kids in tow $y pro"iding safe distra!tion and di"ersion for

those kids lea"ing the parents free for few minutes of uninterrupted shopping.

• -any stores do not pro"ide opportunities for the shopper to tou!h and feel the mer!handise

and yet this experien!e !an $e "ery influential in making the sale

•

The senses in the shopping experien!e play an important role. A prime example he uses here

is the smell of freshly $aked $read that greets one upon entering some supermarket whi!h

he !an !orrelate dire!tly with in!reased spending.

• ines and time spend waiting at the !he!kout !an ruin the entire shopping experien!e% e"en

if the o"erall shopping expedition has $een wonderful the per!eption that too mu!h time is

$eing spent in line !an ruin the entire experien!e for many !ustomers Underhill estimates

that a$out 0 minutes is a time limit of most people's toleran!e.



Page | 24

<.2 M#)! F#+t!s

ee and 9ohnson 0;;5/ look at the impli!ations of shopping $eha"iours in retail design. Theyre!ommend fi"e fa!tors that are of utmost importan!e in the thinking out and design of any retail

spa!e. Three of these fa!tors are under !ir!ulation within the shopping mall. They are)%

<.2.1 T#-s%t%!- !-*

This is the area where the !ustomers slow down their pa!e to look at

mer!handise on display in the store. It is where they make the !hange from $eing outside the store

to $eing inside. A!!ording to Underhill 0;;B/ it is Fthe shoppers landing strip. The si&e of the store

determines the si&e of the transition spa!e. A large store like a shopping mall need not worry mu!h

a$out this area display in this area most often than not goes to waste sin!e it is not seen $y the

shopper. *or a small store howe"er this spa!e should $e kept at minimal. An example of this is the

introdu!tion of a hori&ontal $arrier that also a!ts as a display area. This slows down the shopper and

they get to look at the mer!handise on display $efore de!iding where to go within the store.

<.2.2 T* B'tt?B's E""*+t

Ea!h !ustomer has personal spa!e one that when in"aded makes

the shopper feel un!omforta$le. ?hen one is $umped or #ostled they $e!ome irritated and more

often than not lea"e without pur!hasing what they !ame for. Underhill 0;;B/ notes that Firritated

shoppers do not tarryJ in fa!t they fre@uently lea"e $efore pur!hasing what they !ame for. Thus

enough maneu"ering room for !ustomers should $e !reated. This eliminates or redu!es the $utt%

$rush effe!t making the shoppers more !omforta$le and thus more likely to make pur!hases. This is

mostly a!hie"ed $y the use of wide walkways and aisles.

<.2.8 C*=!-%-7

A!!ording to Underhill 0;;B/ a store designer should stri"e to maximi&e the

!ustomers "iews of the mer!handise on display. 2e suggests the idea of !he"roning whi!h is$asi!ally tilting the display ra!ks and shel"es at an angle su!h that they are not in the traditional B;O

angle. This ensures that more of what is on the shelf is "isi$le to the shopper at a gi"en time. The

only disad"antage of this mode of display is that it uses up more spa!e. 6nly at most =;< of what

!an $e displayed traditionally using the B;; method !an $e displayed when !he"roning is done.



Page | 25

>. L%t*#t'* St'/

In this !hapter I ha"e analy&ed the data found in the !ase study on three different malls in

,an!ou"er Hritish 7olum$ia/ and drawn !on!lusions for fa!tors that were dire!tly an effe!t of

!ir!ulation pattern design. These malls wereJ 2ar$our -all Royal -all and 3a!ifi! 7enter -all.

>.1 O()*+t%=* !" St'/

The main o$#e!ti"e of the study is to !ompare the shopping $eha"ior pattern $etween three

different en!losed shopping malls in downtown ,an!ou"er $y using the !omparison study

method.

-ore spe!ifi!ally the o$#e!ti"es are)

+. To determine the pedestrian mo"ement pattern in the three en!losed shopping malls

mentioned a$o"e.

0. To examine the effe!t of the floor materials the spatial !hara!teristi!s of storefronts the

mall layouts and store lo!ations on the mo"ement pattern in the 2ar$our Royal and 3a!ifi!

!entre shopping malls.

>.2 S+!* #- L%$%t#t%!-s

The primary fo!us of the original study was to re!ord the human $eha"ior pattern $y tra!king

a sample of typi!al users of the three en!losed shopping malls and to make a !o relational

analysis $etween their $eha"ior pattern and the elements of the en"ironmentJ to test

whether or not any !orrelation of suffi!ient rele"an!e exists. imitations and s!ope of the

study were as follows)

+. The study was !ondu!ted o"er an area !onsisting of only one floor in ea!h shopping mall.

0. Inter"iewing was not in!luded in the tra!king program due to the fa!t that it was founddiffi!ult from the pilot study to o$tain enough rele"ant information $y stopping people in

the shopping malls.

1. The study does not in!lude any marketing analysis for en!losed shopping malls.

4.The type of mer!handise the way display is exhi$ited and store reputation were not taken

into a!!ount.



Page | 2

>.8 */ F%-%-7s

Some of the key findings e"ident in the original sur"ey are as follows)

• The softer the floor !o"ering material in the mall the slower the pedestrians walk.

• The greater the storefront length the more likely that the pedestrians stop and enter

$ut the less time they spend at the storefront.

• The greater the num$er of angles of storefront arti!ulation the more likely that the

pedestrians stop spend more time at the storefront and enter the store.

• Seats at the storefront whether o!!upied or not do not ha"e any statisti!ally signifi!ant

effe!t on the fre@uen!y of stopping duration of stopping and fre@uen!y of entering.

•

The more num$er of angles of storefront arti!ulation per foot the more likely that the

pedestrians de!elerate stop spend more time at the storefront and enter the store.

• The greater the num$er of !hanges in route dire!tion the more likely that the

pedestrians slow down.

• Stores at !orner lo!ation do not ha"e any statisti!ally signifi!ant effe!t on the fre@uen!y

of stopping and entering.

• The !loser the store is lo!ated to the mall entran!e the more likely that the pedestrians

stop and enter.

• 3edestrians prefer walking on soft surfa!es rather than hard surfa!es.

• There is a preferen!e of mo"ement in the mall for the !hannels whi!h do not pro"ide any

"isual $reaks.

• 3edestrian mo"ement gra"itates towards !entral area of the mall.

>.4 D*s%7- I$%+#t%!-s

Some design impli!ations deri"ed from the literature study)

• -all layout should $e simple with a fo!al point like a prin!iple !ourt pro"iding a !entre

for shopper's attention. It !an $e used for "arious promotional a!ti"ities in!luding

displays fashion shows et!. Hased $roadly on U.S. experien!e the most su!!essful

layouts ha"e $een the simple ones namely T and shaped layouts. 3arallel malls and

other more !omplex layouts ha"e generally $een unsu!!essful >arlow+B:0/.

2istori!ally most of the su!!essful en!losed shopping malls like Galeria in -ilan were in



Page | 2!

reality !o"ered o"er streets minus "ehi!ular traffi!. Their plan was simple and sin!e it was

the extension of the existing street plan it ga"e them "isual !oheren!e within the ur$an

en"ironment. 7ontaining may stores !afes and other !enters of a!ti"ity they pro"ide

ample "isual "ariety.

• *loor materials for shopping malls should !onsist of soft surfa!es. 3edestrians prefer

walking on soft surfa!es rather than hard surfa!es a!!ording to the results of the original

study.

• Es!alators pro"ide a !ontinuous flow of shoppers and redu!e !ongestion in the mall.

Also where they !onne!t two le"els of shopping they tend to draw the shopper's eye to

the higher le"el. Hut they ha"e two serious disad"antages P they take up a lot of"alua$le spa!e and pro"ide a "isual $arrier in the long mall. Es!alators should $e installed

in areas of the mall where they do not produ!e "isual o$stru!tions $ut they !an $e easily

a!!essi$le to users.

• 6pen type stores in the en!losed shopping malls re@uire new ingenious approa!hes on

the part of the designers to fo!us the shopper's attention on the store.

• The design of the malls should stri"e for an intimate !hara!ter and su$dued atmosphere.

The purpose is to ha"e the shopper's eye attra!ted to the storefronts. All the "isual

ex!itement and "ariety should $e allo!ated to the storefront and not the ar!hite!tural

en"elope.

• -all frontages should $e highly arti!ulated in order to $e!ome more effe!ti"e in

attra!ting shoppers.

• Stores !ould $e arranged in a sawPtooth fashion so that store openings and window

displays would $e fa!ing the traffi! flow more dire!tly in order to attra!t the shopper's

eye.

•

6rientation and finding dire!tion in the mall is diffi!ult for many users. A store dire!tory

prominently and !learly presented should $e pro"ided.



Page | 2"

9. C%+'#t%!- D*s%7- "! P/s%+#/ C#*-7*

There is need to in!lude a!!ess for the physi!ally !hallenged in all pu$li! spa!es. ?hen in!lusion of

people with disa$ility is a!hie"ed in any pu$li! spa!e it shows that there is em$ra!ing and

!ele$rating human di"ersity. Effort should $e made to ensure that people with disa$ility find it easy

to use the pu$li! spa!es that are pro"ided. The main aims of ha"ing a!!essi$le shopping malls is to

make sure that all the patronage en#oy the ser"i!es and goods offered in the shopping malls without

dis!rimination in terms of physi!al disa$ility while at the same time the shopping malls make

maximum profits from as many people as possi$le in!luding the ones with physi!al disa$ility.

In a !he!klist pro"ided $y Adapti"e En"ironment 7entre and Harrier free En"ironment for

remo"al of $arriers in pu$li! spa!es pro"ided in +BB5 the following gudelines were

offered.

9.1 A++*ss%(* *-t#-+*

3eople with disa$ility should $e a$le to arri"e on site approa!h the $uilding and enter as freely as

e"eryone else. At least one route of tra"el should $e safe and a!!essi$le for e"eryone in!luding

people with disa$ility This route should not $e interrupted $y stairs should $e sta$le firm and slipresistant and should $e at least +;;;mm wide.

There should $e pro"ided a ramp or lift or alternati"e a!!essi$le entran!e. Signs should $e pro"ided

at all ina!!essi$le entran!es indi!ating dire!tions to the nearest a!!essi$le entran!e. >oors at

a!!essi$le entran!es should ha"e handles at a!!essi$le heights not higher than +;;;mm/ opera$le

with !losed fists. The doors should also $e easily opened without the use of too mu!h for!e.

9.2 A++*ss t! !'+ts #- s*=%+*s

The layout of a $uilding should $e su!h that it allows people with disa$ilities to o$tain goods and

ser"i!es without assistan!e. The rooms and spa!es should $e wide enough and any furniture and

fixtures should $e arranged in su!h a way that it !lears aisles and gi"es more room inside the spa!es.

There should $e pro"ided a ramp or lift or alternati"e a!!essi$le entran!e.

7lear signage for goods and ser"i!es should $e pro"ided. All !ontrols for use $y the pu$li! in!luding

ele!tri!al me!hani!al !a$inet gaming and self%ser"i!e !ontrols/ should $e lo!ated at an a!!essi$le



Page | 2#

height. Vertical circulation should be accessible by all in all public levels. If there are stairs,

they should have non-slip surfaces and continuous rails. The elevators should have clearly

visible and audible door opening and closing floor indicators.

9.8 Us#(%%t/ !" *st !!$s

Restrooms in pu$li! spa!es should $e a!!essi$le to people with physi!al disa$ilities. There should $e

at least one restroom for ea!h sex or a unisex restroom that are fully a!!essi$le. Signs should $e

pro"ided at all ina!!essi$le restrooms indi!ating the dire!tion of the nearest a!!essi$le restroom.

9.4 A%t%!-# A++*ss

A reasona$le per!entage of all the pu$li! amenities offered should $e fully a!!essi$le. >rinking

fountains should ha"e a!!essi$le heights the same as pu$li! telephones.



Page | 3$

10. C!-+'s%!-

After studying the $eha"ior of a shopper in retail en"ironment and drawing !on!lusions from the

literature studies I ha"e found that although there !an $e lot of fa!tors influen!ing the o"erall

su!!ess of a mall $ut as an ar!hite!t there are a few things that should always $e kept in mind while

designing a mall and planning out the !ir!ulation for it and also the indi"idual stores. Some of whi!h

are)

•

The !ir!ulation should $e designed in a!!ordan!e with the natural mo"ement of the shopper

rather than guiding the pedestrians through design as shopping !enters whi!h tend to do so a

generally found to $e less !on"enient and su!!essful .

• The layout of the mall should $e simple easy to understand and !omforta$le as shoppers who

are !onfused and uneasy generally spend less

• The !orridors and !ommon spa!es should $e designed in a way that the people using it should

$e a$le to noti!e the stores around it and also their mer!handise on display as this in"ites more

people in the store.

• The entryCexit parking et!. are pla!es where the !on!entration of people is high and they !an

experien!e some pro$lems due to !rowd. This means that their !han!es of "isiting again redu!es.

2en!e these spa!es should $e properly planned.

•

Shopping malls are a pla!e where all types of people !ome in all age groups all genders and all

!ultures. They should $e designed to !ater all.



Page | 31

11.

B%(%!7#/

• 3a!o Underhill 0;;B. ?hy ?e Huy% The S!ien!e of Shopping

• A.( 9ain 0;+;. Spa!e for Shopping) 3lanning and >esign for trade and !ommer!e.

• 9ames R. >eisle 3h.>. 0;;:. Shopping 7enter 7lassifi!ations) 7hallenges and 6pportunities

• 3lanning guide for es!alators and mo"ing walks $y S!hindler ele!troni!s

• >a"ies R. +B=4. Retail and !ommer!ial 3lanning

• (amau Erastus n>ungu *a!tors that influen!e the su!!ess of Shopping -alls) A !ase of

Nairo$i.

• 6ssama Ahmed Elgalali +B:=. >esign *a!tors influen!ing pedestrian mo"ement patterns in

en!losed Shopping -alls.

Documents

Pedestrian Circulation in Shopping Centers