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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Chapter 3. Retailing Secrets: Tips from the Pros

Commerce has been dependent upon retailing for hundreds of years. Retailers have concentrated on perfecting the in-store experience over the past 30 years in such a way that entire industries have developed to support the effort. Unique companies emerged to analyze register tapes, provide consulting services on furniture and fixture placement, and even research the consumer shopping experience with hidden cameras.

Selling on the web is not a completely unique function. It has many links to traditional selling techniques. Taking advantage of those lessons and extrapolating them to e-commerce will enable you to advance faster and understand the psychology of shelf selling—whether your shelf is physical ...

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