The role of insights in the development of the shopper environment

Taking the example of the development of Retail Ready Packaging (RRP), originally developed to aid the supply chain process, this paper highlights how shoppers react both consciously and sub-consciously to the store environment, and how a real understanding of shoppers can maximise the communication opportunity for brands or retailers alike.

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...

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