Chapter 6

The Key Points in This Chapter

  • Understanding the path to purchase your shoppers take can help you define the barriers you face in converting them to purchase as they move along.
  • Along the path the shopper will mentally travel back to their homes, work, and other important places in their life in a bid to remember the needs they have or will have in the future.
  • The path to purchase forms the frame from which to define the standards of perfect retail execution.

Part A: The Perfect Store

In the afternoon, Simon met with the national operations manager, Ian. He had a called a meeting with Simon in the field to discuss the National Conference that was scheduled for early the following year. It was one of Simon’s main responsibility ...

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