The goal of all retailers and brands is to sell more, whether that’s more people buying or the same people buying more, and semiotics is helping consumer goods company Unilever do just that.
Why it matters
Applying an understanding of semiotics can be a triple win – for consumers, for brands, and for retailers. The shopper gets through the store more easily, brands and retailers shift more products. Unilever sees an 8–10% uplift on category sales on a like-for-like store basis when its semiotic guidance is implemented.