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Know Your Shoppers (Collection) by Richard Hammond, Herb Sorensen

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Chapter Thirteen. Discovery!

All shopping is about discovery. Even the customer who is certain they just want Heinz tomato ketchup week-in and week-out is disruptable by a good promotion or interesting new alternative—and they delight in it, even if that new discovery turns out to be disappointing. The point at which discovery is made may shift, but no shopping trip is ever made without it. Our role as retailers is to work out how to make discovery work for us to generate a sale.

Point of discovery

Sometimes the discovery will be made before leaving the house: Research having been done online, in magazines, and among friends. That certainly applies to a more significant degree on big-ticket items but even then, having spent years watching actual ...

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