The role of insights in the development of the shopper environment
Danielle Pinnington and Phillip Adcock
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
INTRODUCTION
The store is a communication channel: every aspect of layout,...
