This is only personal experience and not web-documented, but there
must be a great consensus among major retailers that wide open doors
do increase walk-in browsers.
I live in Germany and visit Scandinavia, and big department stores
invest in ventilation cold barriers so that they can keep triple banks
of double doors (or entrances that wide) open in winter. An
alternative is large revolving doors of that dimension that turn
continuously or automatically when approached - virtually inviting
one to enter.
At least the manufacturers of both these systems must have some
documented support to sell these solutions, or the consensus is so
strong that retailers buy them without documentation.
Personally, I (and I expect very many others, regardless of locale,
nationality, etc.) feel easier about just walking into ANY store if
the door is wide open. Entering a smaller shop by opening the door,
signaling my presence to the staff when I just want to browse, seems
like an intrusion: I will be spoken to; I have to admit that I am not
a serious customer - refusing assistance, i.e., rejecting someone's
offer of assistance. Of course, the shopkeeper will say: "Yes
please, just look around," but our communication has started on a
negative note for him, and also one that makes it easier for me to
disappoint him again. An experienced salesperson will try to avoid
this by starting a neutral conversation, asking about me or what I am
interested in - I must have an interest in something in the store,
since I entered it.
But all this is easier if the door is wide open, the shop signifying
that it is open to browsers, avoiding their having to justify their
presence.
I expect that there is research that support my personal impression.
This is just a free comment, not an "answer" to your question, which I
hope you get.
Cheers, Myoarin |
