Lika butiker leker bäst! Vikten av enhetlighet i en butikskedjas butikslayout
The market for fashion and interior consists of a large amount of retail chains, which together creates high competition. To be able to compete and to be the most obvious choice for the customers, retailers must review their activities that exist in the company and improve them. This concerns store chains since it is so important that the stores communicate the retailers strategy and it is very critical because of the impact that the stores have on the communication with customers. It is after all in the stores that the buying decision is made. With this information, it is important to strive for uniformity through the chain and especially the stores. This thesis studies how stores' layouts influences how customers perceive stores. We study two stores from one chain that operates in the market for fashion and interior. We use surveys, analyze sales data and perform observations, which helps us contribute with insights to the importance of uniformity and it's effect on customers. This thesis shows that, since different layout styles create different fundamental conditions, different layouts in the store chain affect customers' willingness to approach the store, how satisfied they are and their shopping behavior.