Title: Why Store Atmosphere Matters to Your Customers
Headings: Why Store Atmosphere Matters to Your Customers
Why Store Atmosphere Matters to Your Customers
Ambiance Matters
Fundamentals
Attract Your Target Clientele

Content: If you're thinking about opening up a business of any kind, it's imperative that you remember the role your store's atmosphere can play in its success. Customers not only care about how a store looks and feels, but also they're likely to make purchasing decisions based on the ambiance of the establishments they patronize. So, if you want to make more sales, attract new customers, and retain existing ones, take pride in how your business looks. Ambiance Matters
Research shows that the store atmosphere leaves a distinct impression on customers. The 1997 study " Store Atmosphere, Mood and Purchasing Behavior " found that customers rate establishments differently based on atmosphere. The study compared two furniture stores, one with a "pleasant" atmosphere and one with an unpleasant ambiance. It concluded: "Customers' mood – measured at the beginning, in the middle and at the end of their shopping – was shown to improve in the pleasant and to deteriorate in the less pleasant store. Satisfaction with the store was greater in the pleasant store ... Customers in the pleasant store spontaneously spent more money on articles they simply liked." It occurred simply because of the impact the store had on customer mood.