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Article Information:
Title:
What every retailer should know about the way into the shopper’s head
Author(s):
Brenda Soars
Journal:
International Journal of Retail & Distribution Management
Year:
2003
Volume:
Issue:
Page:
628 - 637
ISSN:
0959-0552
DOI:
10.1108/09590550310507759
Publisher:
MCB UP Ltd
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Abstract:
Retail sector companies often overlook the positive contribution psychology could make to their success. At a time when more decisions than ever are made in-store, any media must provide a pathway to the purchase that is subconsciously triggered and therefore it would be a wise move to spend more on below-the-line and through-the-line strategies. A key challenge is to create an environment where the shopper perceives a one-to-one relationship with the store; to optimise the shopper’s time; to make it appear as if the ranging, and categorisation of products has been personalised just for them; and by attention to this, retailers will deliver an experience the shopper will want to repeat. So what is the smartest technique to pinpoint what they really want? By using a combination of brain imaging and eye scanning technologies to delve into the mind of the shopper, the desired insight could be within reach.
Keywords:
Brain, Consumer psychology, Eyes, Retail management
Article Type:
Conceptual Paper