Shoppers: 'Information, please'

Store Equipment & Design, Jan, 2000

Many stores apparently are "merchandised and operated for full-time homemakers--rather than for the time-stressed working people that make up the large majority of today's shopping population," according to the October issue of The Shopper Report.

A survey conducted recently by the publication found many shoppers want more information and direction in the supermarket, perhaps because they're busier these days and don't have time to become as familiar with store layout as yesterday's homemakers were.

"It would be great if there could be visible, courteous people to help you find items in supermarkets," said one respondent. "After working all day, it's hard to go from one end of the store to the other tracking down what you are looking for."

Below is a "shopper wish list," based on the survey:

1. Well-lighted parking lots

2. More and better restrooms

3. Better-informed help in most retail stores

4. Customer service desk that really provides customer help

5. Prices on products instead of on shelves

6. Directories accessible throughout the store

7. Price-checking scanners with or on carts

8. Easier-to-find merchandise

9. Larger-print prices for more visibility

10. More informative labeling