|Author(s): Danielle Pinnington, Phillip Adcock
Collection: Retail and Shopper 2009
Keywords: Purchase Intent
ESOMAR Best Paper Award 2008/2009
|PDF version (download)|
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The store is a communication channel: every aspect of layout, range, and merchandising communicates something to the shoppers who choose to visit the store. Taking the example of a relatively innocuous piece of merchandising, originally developed to aid the supply chain process, we will highlight how shoppers react both consciously and sub-consciously to the store environment, and how a real understanding of shoppers can maximise the opportunity for brands or retailers alike.