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What makes shoppers buy? Is it simply for need of an item or is it much more than that? I myself find that a more powerful emotion is at play whenever I buy anything. In more cases than not, desire plays a vital role in my purchases. Though 'need' may trigger thoughts of purchasing, the act of buying is usually driven by my 'wanting' a specific item. The past few decades in retailing has not dulled my appetite in studying how and why shoppers buy, rather each passing year brings new learning and a new appreciation of the dynamics at play. This book outlines some of our experiences while working with clients in trying to maximize productivity of their selling space. The first chapter sets the stage for enticing shoppers into the store through the careful building of a retail identity that resonates with the intended target market. The second section looks at how retailers can, to a certain extent, influence how customers move inside the store and thus positively affect sales performance. The last chapter completes the retail trifecta. Now that an effective identity has been selected and the best possible shop layout is set, where then does one decide to place certain types of inventory? How is merchandise displayed and more importantly, why are they presented that way? Alongside basic retail theories, I have included learning activities in each chapter to reinforce learning of specific strategies and practices. This book aims to assist anyone wanting to set their own retail enterprise or those already hard at work in this challenging but highly rewarding industry.
