Enhancing Layout Effectiveness: Analyzing In-store Experience in Sports Retail

Muhammad Syahir  Zulkifli; Muhammad Faizal Kutip; Adam Afif  Mohamad Azmi; Muhammad Zakwan Rusydi  Suhaimi; Fazli Hisam  Mohd Zainol Abidin; Mohd Jazimin Ahmad

doi:10.61688/ajpbs.v6i1.394

Enhancing Layout Effectiveness: Analyzing In-store Experience in Sports Retail

Authors

Muhammad Syahir Zulkifli Faculty of Sports Science and Recreation, Universiti Teknologi MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia
Muhammad Faizal Kutip Universiti Teknologi MARA, Shah Alam
Adam Afif Mohamad Azmi Faculty of Sports Science and Recreation, Universiti Teknologi MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia
Muhammad Zakwan Rusydi Suhaimi Faculty of Sports Science and Recreation, Universiti Teknologi MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia
Fazli Hisam Mohd Zainol Abidin Customer Service Department, Decathlon Bandar Sri Damansara
Mohd Jazimin Ahmad JabatanSukan dan Rekreasi, Kolej Poly-Tech MARA Bangi Seksyen 14, Jalan Teras Jernang Bandar Baru Bangi 43650 Kajang, Selangor

DOI:

https://doi.org/10.61688/ajpbs.v6i1.394

Keywords:

Layout effectiveness, Customer satisfaction, Sports retail, In-store experience, Marketing

Abstract

The COVID-19 pandemic reshaped the sports retail landscape, compelling brands to adapt their in-store experiences to sustain customer satisfaction. This study examines the effectiveness of in-store experiences and layout strategies at Decathlon Bandar Sri Damansara, focusing on customer flow, signage, verticalization, and implantation logic. A quantitative research design was employed, utilizing a structured survey with random sampling. Multiple regression analysis showed that customer flow (β = 0.312, p < 0.001) and signage (β = 0.278, p < 0.001) had the strongest positive impact, followed by verticalization (β = 0.195, p < 0.01) and implantation logic (β = 0.163, p < 0.05). The model explained 67.4% of the variance in customer satisfaction (R² = 0.674, p < 0.001). This research provides recommendations for Decathlon and similar retailers, emphasizing strategic layout planning, digital transformation, and sustainability. Addressing these factors can enhance customer engagement, strengthen competitive positioning, and ensure long-term business success

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Published

30-06-2025

How to Cite

Zulkifli, M. S. ., Kutip, M. F., Mohamad Azmi, A. A. ., Suhaimi, M. Z. R. ., Mohd Zainol Abidin, F. H. ., & Ahmad, M. J. (2025). Enhancing Layout Effectiveness: Analyzing In-store Experience in Sports Retail. The Asian Journal of Professional & Business Studies, 6(1). https://doi.org/10.61688/ajpbs.v6i1.394

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Issue

Vol. 6 No. 1 (2025)

Section

Research Articles

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Published by Universiti Poly-Tech Malaysia. This article is licensed under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate, and create derivative works from this article (for both commercial and non-commercial purposes), provided full attribution is given to the original publication and authors. The complete terms of this license can be found at:http://creativecommons.org/licenses/by/4.0/legalcode