Quality, value, satisfaction, trust, a

The second strategy is the most elaborated. Movement and stopping are both complex.
The shopper visit many sub-zones in the women’s clothing area, each time with a great number
of actions. The exploration is both wide and deep. The shopper interacts highly with the physical
environment and with the products. The visit may be an opportunity to achieve a precise task,
possibly planned before coming into the area, but this strategy is not an efficient one. Many of
the actions can’t be explained by a will to find a product or information on a product as fast as
possible. On the contrary, they seem only aimed at introducing playfulness in the shopping trip.
The experience created is a ludic one, with the consumer acting actively on the environment. We
called this strategy a ludic active shopping trip.
The third strategy combines complex stopping and simple movement. The shopper
interacts mainly with one sub-zone, in which nearly all the actions often numerous are
accomplished. The other sub-zones are visited only to lead the consumer to the interaction sub-
zone. The exploration is narrow and deep. There are just as many actions as necessary to find the
way to the products and to look at them and to choose. The final aim is to find a product or
information on the product as efficiently as possible. The experience created is functional. We
called this strategy functional utilitarian shopping trip.
The fourth strategy combines simple stopping and complex movement. The shopper visits
different sub-zones but with globally very few actions in each of the sub-zones. The exploration
is wide but superficial. There are interactions with the global environment but very few with the
products. It’s just as if the shopper wants to linger in the store but without actually involving
herself in acting upon it. Time seems to be dedicated to relaxation. The experience created is
ludic, but with the consumer being rather passive. We called this strategy a passive ludic
shopping trip.
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