The role of insights in the development of the shopper environment

Date of publication: March 4, 2009

Abstract:

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.

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