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The Inscrutable Shopper by Stella Minahan

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Chapter 8

Best Practice Considerations

Edutainment

The impact of retail service encounters on customers has received considerable attention in academic and practitioner literature. In recent years, there has been increased emphasis on the notion of the retail experience. The in-store customer experience is a function of multiple sources of input from the environment and also one’s own predisposition, expectations, motives, and past experience. Comparisons have been drawn between the principles of Gestalt psychology,1 suggesting that customers perceive the retail environment as a whole. One of the best ways a brand can engage customers is to educate them on how to use the product. The role of education within a store is not exactly new, but what ...

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