Glossary A–ZLetter E
Endless aisle
Endless aisle refers to a screen or terminal in a store through which customers can view and order a retailer's entire range, including items that are not in stock on site.
The goods are then delivered to the customer's home or to the store.
Typical locations are shops with limited space, such as shoe or furniture retailers whose range does not fit into the store. The terminal shows variants, sizes and colours, stock in other branches or in the warehouse, and often reviews as well. Sales staff frequently use the device together with the customer during a consultation.
An endless aisle only works if product data, stock levels and the ordering process are properly connected; wrong delivery promises disappoint more than a missing item. Operators should clarify how payment works and what data the customer has to enter. If personal data is collected at the terminal, it must be handled securely and the session should end by itself after use.