It's an emotional area where you can hit them with the entertainment and experience. From there, shoppers almost without exception go to the right, Underhill noted. It's practically a law of nature. That means the front right of the store is prime real estate, where the high-margin items that can make or break a retailer should go. Underhill is a big believer in curved and angled aisles because they offer better display.
Stores work hard to make shopping a complete sensory experience.
At clothing stores such as the Gap and Ann Taylor, tables are piled high with soft sweaters and cotton shirts that lend a feeling of abundance. It's not unusual at all to see customers pick up a sweater and rub it against their cheek. That's why the Internet, catalogues and home shopping on TV will complement but never seriously challenge real live stores. Stores shouldn't forget the power of scent either. But other stores have to manufacture them.