The escalator enables the smooth and efficient movement of people between different floors in a way that stairs cannot achieve. It opens up the architecture of retail establishments, blurs the distinctions between levels, and smoothly connects previously disconnected areas into an uninterrupted shopping experience. By helping consumers move around more easily and comfortably escalators and autowalks can increase revenue for shop owners.

The shopping experience can vary immensely, and so should the escalator or autowalk solution. In supermarkets, hypermarkets and wholesalers, shoppers are generally keen to get in and out quickly and efficiently. Transportation equipment therefore needs to be functional and reliable. It should withstand rough treatment from shopping trolleys, and transport shoppers rapidly and efficiently to the car parking floors.

In shopping malls and department stores, shoppers are happy to take their time and wander around the aisles and boutiques, where ambience is everything. Transportation equipment needs to be aesthetically attractive and inviting, and should add to the image of the mall or store. Aesthetical features of importance include design, lighting, sounds and colors.