Targeting perceptions

According to him! research, ease of shopping is one of the three most important factors for customers, and Roli used this knowledge when planning the new look. “I got out a piece of paper, drew a floor plan of the store and charted out the various zones in the most sensible and profitable way,” he says. “The layout I have now engages customers from one zone to the next, which means they keep spending. Laying out the store this way has boosted basket spend and increased sales.”

An integral part of Roli’s success has been increasing the amount of fresh produce he stocks and looking at how it is presented. According to him! insights manager Jennifer Pratt, fruit and veg is a category that has seen massive improvements in customer perception.  

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