bake - May 2015 - 30

a buying
environment
Increase your sales by creating the ideal
environment for your customers.
BY BOB SIMS
PHOTOGRAPHY BY RAYMOND THOMPSON
Even the most flavorful and high-quality products

without changing the level of service or the product.

Top: A Viewable

will fight an arduous, uphill battle when showcased in

Specifically, a redesign of a retail food business saw

production area

an inferior environment. Human beings make deci-

sales roughly double at one branch compared to

creates a fun envi-

sions based on their moods, and environment plays

another branch in the same area after the redesign.

ronment for all.

a leading role. When you open your business with

"Environment affects behavior and behavior increases

the intent of selling as much product as possible, you

sales," Kelley says.

need to ensure your shoppers are in the best mood.
The ideal environment puts customers into a joyful
Behavior and sales

state of mind. If customers want to get in and get

"Environment plays a big role in determining how you

out of your shop as quick as possible, then sales will

behave," says Kevin Ervin Kelley of the Architecture

not increase based on the environment. "What we're

Firm, Shook Kelley "What that means is how where

really trying to do is understand the types of behavior

you walk and where you are, what happens to the

that they [customers] enjoy."

mind, what happens to the body, your senses, your
feelings, your moods, when you're in space." The firm

The senses

studies the effects of environment on retail business.

The style of a retail bakery will appeal to some

Shook Kelley specializes in working with retailers to

shoppers, but not others. This is based more in the

create an environment that creates more sales.

individual personality of each shopper and less on
how you want shoppers to feel and behave. "I often

Shook Kelley has a proven track record of working

see people get fixated on style, and style isn't really

with retail establishments and increasing sales

important, behavior is what's important," Kelley says.

30 < MAY 2015 | bakemag.com


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bake - May 2015

Table of Contents for the Digital Edition of bake - May 2015

bake - May 2015
Editor's Note - A Need for Transparency
Table of Contents
News Bites - Bakers set sights on gold medal at iba
Alternative pizza formats
AIB certification enhances website
My Favorite Things
Management - Prevention
Labor Front - FSMA Moves Forward
Ingredients - Blueberry Challenge
Equipment - The Science of Fermentation
The Scenic Route to Success
A Buying Environment
What's Your Sign
Heirloom in Bloom
Bagel Popularity
Donut Craze Continues
Storytelling with Sweets
Easy, frozen, gourmet
Cafe - Sandwich Delivery
Products
Product Showcase
Classifieds
Ad Index
Online - BakeMag.com
bake - May 2015 - BB1
bake - May 2015 - BB2
bake - May 2015 - bake - May 2015
bake - May 2015 - 2
bake - May 2015 - Editor's Note - A Need for Transparency
bake - May 2015 - 4
bake - May 2015 - 5
bake - May 2015 - Table of Contents
bake - May 2015 - AIB certification enhances website
bake - May 2015 - My Favorite Things
bake - May 2015 - 9
bake - May 2015 - Management - Prevention
bake - May 2015 - 11
bake - May 2015 - Labor Front - FSMA Moves Forward
bake - May 2015 - 13
bake - May 2015 - Ingredients - Blueberry Challenge
bake - May 2015 - 15
bake - May 2015 - 16
bake - May 2015 - 17
bake - May 2015 - Equipment - The Science of Fermentation
bake - May 2015 - 19
bake - May 2015 - The Scenic Route to Success
bake - May 2015 - 21
bake - May 2015 - 22
bake - May 2015 - 23
bake - May 2015 - 24
bake - May 2015 - 25
bake - May 2015 - 26
bake - May 2015 - 27
bake - May 2015 - 28
bake - May 2015 - 29
bake - May 2015 - A Buying Environment
bake - May 2015 - 31
bake - May 2015 - 32
bake - May 2015 - 33
bake - May 2015 - What's Your Sign
bake - May 2015 - 35
bake - May 2015 - 36
bake - May 2015 - 37
bake - May 2015 - Heirloom in Bloom
bake - May 2015 - 39
bake - May 2015 - Bagel Popularity
bake - May 2015 - 41
bake - May 2015 - Donut Craze Continues
bake - May 2015 - 43
bake - May 2015 - Storytelling with Sweets
bake - May 2015 - 45
bake - May 2015 - Easy, frozen, gourmet
bake - May 2015 - 47
bake - May 2015 - Cafe - Sandwich Delivery
bake - May 2015 - 49
bake - May 2015 - 50
bake - May 2015 - 51
bake - May 2015 - Products
bake - May 2015 - Product Showcase
bake - May 2015 - Classifieds
bake - May 2015 - 55
bake - May 2015 - 56
bake - May 2015 - Ad Index
bake - May 2015 - Online - BakeMag.com
bake - May 2015 - 59
bake - May 2015 - 60
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