See-Through Stores, See-Through Sales? How Retail Transparency Draws in Customers

This study examines the impact of exterior transparency in retail environments on consumer store entry rates. The findings indicate that higher transparency enhances consumers' visibility of in-store information, thereby increasing their willingness to enter. Conversely, stores with lower transparency can attract customers by providing additional information through alternative means, such as store layout maps. Furthermore, brand familiarity plays a crucial role in improving entry rates for both high- and low-transparency stores. The research employs multiple experiments using virtual reality, images, and various store types to validate these hypotheses, offering practical insights for retail design. SAMPLE, K. L., SEVILLA, J., & HAWS, K. L. (2025). Clear views, clear gains: Exterior transparency's role in increasing consumer entry for retail environments. Journal of Retailing. https://www.sciencedirect.com/science/article/pii/S0022435925000053 Powered by Firstory Hosting