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Today’s customer is always connected, opening the door for retailers to influence purchase decisions in the moment. But, as retailers strive to reach and activate customers wherever they are in their daily lives, they must first understand what they are saying with their hands (online and mobile) and feet (in-store).

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For retailers, the shopping environment is a combination of many decisions, including the store location, format, layout, and design. At the core, however, decisions about the shopping environment are not about locations or formats or layouts or channels or media.

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