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Cashier Number 3 Please by Terry Green

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HITTING THE STREETS

At our first safari stop, we pause outside the store to consider the external appearance. Signs, branding and window displays influence the way prospective customers feel about the brand and its current relevance to them, attracting the attention of those who may not have planned to visit the store today but whose imagination is captured by something there.

The dilemma with many retail locations is, to what extent do you allow the customer to see through the window and into the store? It’s important to take a passing customer on a journey of discovery that makes them want to enter the store. The brand signage, merchandise and offers in the window and the view of the store can accomplish this when the customer is a target customer ...

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