Easy to Read Merchandise Display can make it hard to read  (0.02) displays or evaluate Easy to Read Overhead Signage 0.27 quality. Easy to Gauge Merchandise Quality  (0.02) Easy to Gauge Merchandise Color 0.10 Easy to Read Merchandise Tags/Labels Customers are finding it  (0.23) hard to read merchandise Ease of Wayfinding in this Dept  (0.11) tags or find way around the store and the study area. However, this seems to be pervasive in the store and Ease of Wayfinding in this Store  not to the study area in particular. (0.31) Helpfulness of Sales Associates in this Area Customers are generally  0.03 happy with the quality of Helpfulness of Sales Associates in this Dept  0.07 service from the sales associates Helpfulness of Sales Associates in this Store  0.06 As seen in Table 3 , the customers have a generally positive feedback to the daylighting retrofit. Overall customers rate the attractiveness of the department and the clothes slightly higher than in the pre-retrofit case. Customers seem to find wayfinding in the store to be more difficult. Because of the structure of the survey questions, positive trends do not always indicate positive responses to the skylight. For example, for the first two questions, indicating the amount of time since the customer was last in the department or the store; positive trends indicate less frequent visits. While positive trends on these two questions indicate that shoppers are visiting the store slightly less often than those surveyed prior to the intervention, it is notable that the positive trend in the since last in the department” question is less than the trend for the store as a “time whole. In other words, even though the average frequency of overall store visits has decreased, frequency of visits to the study area department has not decreased as much. Survey responses indicate positive trends in of the store and merchandise as a result of the “attractiveness” skylight, but trends were mixed for performance of visual tasks. Responses indicate that the daylight improves the ability to assess merchandise color and to read overhead signage, but had no effect on the respondents’ ability to read merchandise display information or to gauge merchandise quality. Respondents’ ability to read merchandise tags and labels declined in the post-intervention scenario, although this seems to be happening at the store-wide level and not limited to the study area.
can make it hard to read displays or evaluate quality. Easy to Read Merchandise Display (0.02)  Easy to Read Overhead Signage 0.27 Easy to Gauge Merchandise Quality (0.02)  Easy to Gauge Merchandise Color 0.10 Easy to Read Merchandise Tags/Labels (0.23)  Customers are finding it hard to read merchandise tags or find way around the store and the study area. However, this seems to be pervasive in the store and not to the study area in particular. Ease of Wayfinding in this Dept (0.11)  Ease of Wayfinding in this Store (0.31)  Helpfulness of Sales Associates in this Area 0.03  Customers are generally happy with the quality of service from the sales associates Helpfulness of Sales Associates in this Dept 0.07  Helpfulness of Sales Associates in this Store 0.06  As seen in Table 3 , the customers have a generally positive feedback to the daylighting retrofit. Overall customers rate the attractiveness of the department and the clothes slightly higher than in the pre-retrofit case. Customers seem to find wayfinding in the store to be more difficult. Because of the structure of the survey questions, positive trends do not always indicate positive responses to the skylight. For example, for the first two questions, indicating the amount of time since the customer was last in the department or the store; positive trends indicate less frequent visits. While positive trends on these two questions indicate that shoppers are visiting the store slightly less often than those surveyed prior to the intervention, it is notable that the positive trend in the “time since last in the department” question is less than the trend for the store as a whole. In other words, even though the average frequency of overall store visits has decreased, frequency of visits to the study area department has not decreased as much. Survey responses indicate positive trends in “attractiveness” of the store and merchandise as a result of the skylight, but trends were mixed for performance of visual tasks. Responses indicate that the daylight improves the ability to assess merchandise color and to read overhead signage, but had no effect on the respondents’ ability to read merchandise display information or to gauge merchandise quality. Respondents’ ability to read merchandise tags and labels declined in the post-intervention scenario, although this seems to be happening at the store-wide level and not limited to the study area.
CEC-500-2013-006.docx