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Smart Retail, 4th Edition by Richard Hammond

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Chapter 5

Retail secret five: I choose stories

We think in terms of stories – it’s how humans make sense of the world around us. Retailers need to be storytellers and we need to build those stories around carefully curated benefits and the solving of problems. We need to do this because stories go deeper than facts or even ideas.

In this chapter we explore

  • the use of curation to prompt spending
  • the fallacy of choice
  • narrative selling – how we think in stories and why that’s important.

Curious about curation?

Curation is the process of being active in recommendation either from products available within your sector or from within your own range. It can be either a targeted limitation of choice in general (everything you stock fits a ...

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