2Three Moments of Truth and Three Currencies

“If we will not buy, we cannot sell.”

—U.S. President William McKinley

A few years ago, Guinness worked with ID Magasin, one of Britain’s leading retail research and design companies, to improve its sales. They created in-store displays designed to stop customers and get them to buy. To analyze behavior, researchers filmed thousands of customers visiting the beer, wine, and spirits aisles, and interviewed a large sample afterward. Selected participants wore point-of-focus/eye-mark recorders, which record the precise point-of-focus of the eyes. This provided quantitative data on penetration and conversion rates and the nature and duration of consumer interaction with the category. It also enabled understanding ...

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