>>graaf: its very good for travelling in the tube... its absolutely no good for travelling above ground. doesn't tell you how far it is. doesn't tell you what direction it is. >>tyrrell: a good example is bond street. bond st tube station isn't even on bond st, you end up on oxford st. >>reporter: and people also end up on the tube for no reason... >>graaf: what happens is that actually people do go underground to make journeys when there's no point going underground for. >>reporter: getting people off the underground won't only mean shops will see more customers, but it will also help fight obesity, is environmentally friendly, and will take pressure off the transport system...all that will save the city money...because whether out on the street, or inside the store, when way finding is done well...it most certainly works.... >>smith: certain areas of the store have certainly seen massive increases. and what we're finding is people dwelling in the store and actually buying more. >>jong: dwelling a lot longer, a few minutes longer? >>sm