nickshanagher

At some time in the 1990s retail marketing decided that the experience shoppers had in-store helped determine how satisfied they were with the goods that they bought. Put simply, this means that they distiniguish between the bottle of Coke they buy in Asda and the bottle of Coke they buy from you. While the product is identical, it is likely shoppers will value one more. The response to this was to invest in in-store theatre, where the products could be included in a sympathetic environment. Quite quickly shoppers reacted to this and negatively. The reason that shoppers no longer rationally evaluated value was because there were simply too many products to compare. Adding theatre made the shopping experience even more difficult. However, you have to know which market you are in. Here are policy statements from two stores at the polar opposites of the in-store theatre debate. Target: "We design our stores to be easy and intuitive to shop, with related departments placed next ...

Local shops with PayPoint terminals could have a new group of customers shortly. This is because the payment service provider has signed a deal with the UK Ministry of Justice so that people can pay fines for some driving offences, for being drunk and disorderly, for vandalism and similar at PayPoint outlets. Initial reaction from retailers has not been warm. Heather Dunn of Keswick told Retail Newsagent : "I really don't see how offering another low-margin collection service is going to help." Ever since the lottery launched in the UK with its 5% retail margin, retailers have suffered from service providers treating this a benchmark. What other service providers may not appreciate is the lottery comes with great emotional baggage. People are buying a dream! Retailers want shoppers to buy dreams in their shops. Major suppliers recognise this and are spending more on point-of-sale solutions as researchers find that the scribbled shopping list is used less and less and...