The store is a communication channel: every aspect of layout, range, and merchandising communicates something to the shoppers who choose to visit the store. Taking the example of a relatively innocuous piece of merchandising, originally developed to aid the supply chain process, we will highlight how shoppers react both consciously and sub-consciously to the store environment, and how a real understanding of shoppers can maximise the opportunity for brands or retailers alike.
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maureen Johnson, Paula Felice
September 1, 1998
Author: Wim Hamaekers
Company: Rogil Marketing & Sensory Research
September 15, 2010
- This could also be of interest