When you step into a store, you might think your shopping path is entirely up to you.
But research has shown that most people unconsciously turn to their right upon entering a store. This phenomenon, called the “invariant right,” is influenced by the fact that the majority of people are right-handed.
For smart retailers, this behaviour is more than just trivia; it’s a valuable insight for designing a store layout to maximise customer engagement and sales.
Think about it: if the majority of your customers head to the right, doesn’t it make sense to place your best-selling products there?
By positioning “must-see” items just to the right of the entrance, retailers can capture the attention of the shoppers.
But the strategy doesn’t end there.
To enhance the shopping experience, retailers design pathways and displays that align with this right-leaning movement.
Clear, organized aisles and eye-catching displays draw customers further into the store, guiding them comfortably through the space without feeling overwhelmed.
However, retailers need to ensure not to place the checkout counter to the right of the entrance.
Most people will instinctively walk to their right when they enter a store, a behaviour known as the “invariant right.” This is largely due to the majority being right-handed.
A customer may end up shortening their shopping visit in this case.
Placing the checkout counter towards the center or back of the store encourages customers to move freely and explore the space, resulting in longer browsing and more purchases.
So why does this matter?
Understanding the invariant right and the psychology of customer movement is essential for anyone in retail or customer experience design.
It’s a small but impactful way to optimise store layouts, improve the shopping journey, and increase customer satisfaction.
This article was written by our quizmaster Surya Narayanan.
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