The role of insights in the development of the shopper environment
Danielle PinningtonShoppercentric Ltd, United Kingdom
Phillip AdcockShopper Behaviour Xplained Ltd, United Kingdom
The store is a communication channel: every aspect of layout, range, and merchandising communicates something to the shoppers who choose to visit the store.
Each time a shopper makes a purchase they have potentially been exposed to a series of triggers or barriers to purchase. The aim of a good retailer, or a brand owner in the retail space, is to create as many triggers to purchase as possible, and reduce the barriers that...