9. In-Store Migration Patterns: Where Shoppers Go and What They Do

“There is no path. You make the path when you walk.”

—Antonio Machado, poet

Author’s Note

We began this second edition of Inside the Mind of the Shopper with a discussion on navigation, getting shoppers to the products they want. Throughout the book, we have closely examined the elements of navigation: bidirectional search, the single Dominant Path, open spaces that create open visual fields and how each of these elements is critical to accomplishing the first step of the shopping process: bringing the product and the shopper together. We have also discussed how each of these elements is mirrored in both the online and bricks retail worlds, and the inherent advantages and disadvantages ...

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