This paper investigates store layout effects on consumer behavior in Internet grocery retailing, employing a multidisciplinary causal research approach. Elaborating on the established conventional retailing store layout theory, a laboratory virtual grocery retail store was developed in three alternative versions (i.e., grid, free-form, racetrack) comprising the research vehicle within a laboratory experiment setting. The layout was, therefore, the only manipulated variable used to test cause-and-effects relationships, while other potential consumer behaviour influencing factors (e.g., colours, prices, promotions, etc.) remained the same in order to eliminate any undesired (i.e., other than the layout) effects. It was found that the layout significantly affects online consumer behavior and that the conventional retailing store layout theory is not applicable on its present form in the context of Internet grocery retailing.
To that end, the “freegrid” is introduced as an emerging layout for grocery stores on the Web, providing through that direct managerial implications and a challenging business opportunity for virtual retailers.