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

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Understanding How the Consumer Shops

While each store is unique, consumers use some natural biological patterns to move through a store. The direction they turn upon entering a store, how they approach an aisle, or how long it takes them to notice merchandise after they walk into a shop are more a function of human nature than cognizant behavior. Harnessing this knowledge can transform your business into a store that's pleasurable to shop, whether it has physical or virtual parameters. The consumer's shopping experience is rooted in retail shopping and many of those patterns transfer to all shopping modes.

The retail shopping experience may begin with the expectations set by advertising, a phone call to the store, recommendations by friends, ...

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