Behaviourally informed retail
Dilip SomanUniversity of Toronto
By using insights from the behavioural sciences, retailers can understand the levers to pull, and for very small and low-cost interventions, create significant changes in the way consumers make decisions, thereby converting brand promise into brand sales.
The new creativity in shopper marketing
This article is part of a collection of articles on how shopper marketing is evolving. Read more.
The process of value creation through products and services has two distinct stages. The first mile of the journey might include strategy formulation, new product design, or innovation systems. The...