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

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.