What every retailer should know about the way into the shopper’s head
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 December 2003
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
Citation
Soars, B. (2003), "What every retailer should know about the way into the shopper’s head", International Journal of Retail & Distribution Management, Vol. 31 No. 12, pp. 628-637. https://doi.org/10.1108/09590550310507759
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited