Having collected together all the points of view about the trajectory of consumer movement in shops, specialists in marketing have not come to any conclusion about this "mystic" movement. Why people prefer to do shopping going from right to left?
Actually it's not the only point of view - some experts in marketing adhere closely to absolutely opposite point of view. They refer to psychologists' examinations about the human movement: while moving our left leg takes a little bigger step than right one.
Therefore all of us aspire to move clockwise. The experts advice to put a shop's entrance at the left side of the shop. But this version is not very popular among marketing specialists so we shall examine more widespread point of view.
What is the reason in moving counter-clockwise while shopping? There is no common opinion on this question so let's see the available explanations:
1) The majority of people are right-handers. The right leg takes a little bigger step than left one and while walking a man slightly bears to the left. To support this idea there are some examples from everyday life: having get lost in the forest, one circles;
2) People instinctively protect the left side of a body (there is a heart). The right side as well as the right hand is considered to be the defense from external danger. Even antique soldiers carried their shields on the left side to protect the vitals.
3) There is a strong tradition of right-hand movement in many countries (except England), therefore in shops people continue to walk on the right side not to be crossed with a counter stream of buyers.
4) The vestibular apparatus of a man is arranged in such a manner that a man bears to the left because it is more convenient and comfortable for his organism.
5) A man prefers to move on perimeter. Cyril N. Parkinson explains this phenomenon:
6) "Hostility to the center of apartment is rooted in primitive times. Entering into another's cave, the cave man did not know whether somebody is glad of his arrival, therefore he was ready to nestle up to walls while operating with hands. He was too vulnerable in the center of a cave". More than half of all nowadays customers behave in the same way: they bypass a shop by perimeter and do not come into internal rows of stalls
7) People are lazy creatures and it's convenient to go ahead and take everything from the shelves by the right hand not turning left or right. This version does not consider lefthanders.
It is necessary to add that this customer's movement is typical for grocery stores. In nonfoods stores customers aspire to the center. In such stores it's more convenient to arrange goods by a principle of an amphitheater (that provides the survey of the hall).
Now you know all the possible reasons for counter-clockwise movement of the customer and can design your shop to make him to buy as many things as possible.
Now you know all available reasons of consumer movement in shops. It doesn't really matter which theory you liked the most. But it is necessary to think over the design of your future shop before it opens. The main thing to remember about the design of your shop is to arrange your products in such way not to stir the natural movement from right to left.