How in-store shopper behaviour influences brand choice
Jordi Connor
In the branding and advertising world, we like to think that practically everything we do is measurable. We run TV and radio ads and measure the response – changes in consumer opinion, perhaps, or an uplift in sales. We measure redemption if we run a coupon campaign and responses to a direct mail pack or door drop. We know how our target demographic feels about our products through focus groups and market research, and we know what sets brands apart from their competitors.
But there's a crucial stage missing – the...