What every retailer should know about the way into the shopper’s head

doi:10.1108/09590550310507759

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International Journal of Retail & Distribution Management

ISSN: 0959-0552

Online from: 1973

Subject Area: Industry and Public Sector Management

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What every retailer should know about the way into the shopper’s head

Document Information:
Title:	What every retailer should know about the way into the shopper’s head
Author(s):	Brenda Soars, (Brenda Soars is an Independent Retail Consultant, specialising in online strategies, retail technology, marketing and retail psychology.)
Citation:	Brenda Soars, (2003) "What every retailer should know about the way into the shopper’s head", International Journal of Retail & Distribution Management, Vol. 31 Iss: 12, pp.628 - 637
Keywords:	Brain, Consumer psychology, Eyes, Retail management
Article type:	Conceptual Paper
DOI:	10.1108/09590550310507759 (Permanent URL)
Publisher:	MCB UP Ltd
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.