With the help of the customer journey concept, Berkhout describes how aspects of the shopper thinking and behaviour influence their perception of variety of an assortment. This chapter provides rich practical detail that allows practitioners to optimise the landing zone, navigation, search and selection. Berkhout shows how to make theoretical concepts on shopper typologies work in retail: Shopping momentum, shopper decision tree, maximising versus satisficing decision-making and ideal point availability. Online retailers will enjoy reading how the pixel, object and semantic values of images make a difference to shoppers.
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