Path to Shopper Delight

  • Constant Berkhout


Some aspects of the shopper brain and vision capabilities will remain to drive how shoppers perceive the variety and complexity of assortments in the future. However, the growing role of digital impacts upon the way shoppers search, select and pay for products. Berkhout discusses six trends that impact retailer decisions on assortment and merchandising and advises how they can prepare themselves: Incorporate new technology, integration of merchandising and assortment decisions, new functions, internationalisation, measurement of shopper emotions and voice-based search and assistance. This should lead to more delight for shoppers and fun at work!


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Constant Berkhout
    • 1
  1. 1.Rijnbrug AdviesUtrechtThe Netherlands

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