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Using Semiotics in Retail

Leverage Consumer Insight to Engage Shoppers and Boost Sales

Boost sales, increase brand recognition and create engaging shopper experiences with this practical guide to applying semiotic insights to both online and in-store retail.
EAN: 9781398603820
Edition: 1
Format: 234x156
256 pages

About the book

Boosting retail sales is more important now than ever. Stand out in the face of fierce competition by increasing conversion rates and maximizing customer experience through leveraging semiotic insights online and in physical stores.

Highly practical and accessible in approach, and written by one of the original founders of commercial semiotics, Using Semiotics in Retail shows retailers of all sizes how to upgrade their marketing. Taking the reader step-by-step through areas such as how to design exciting online shopping experiences and modifying shopper behaviour to stimulate unplanned purchases and increase engagement with new brands, it features numerous case studies and examples from brands including Unilever, Selfridges and Waitrose.

Also explaining how to convey specific messages both online and in-store such as 'premium', 'value' and 'natural' and how to serve and disrupt shopper missions, it is accompanied by interactive online checklists and templates and full-colour photos of examples discussed in the book. Using Semiotics in Retail will equip readers with a set of tools with which they can implement straight away to create engaging and successful retail marketing now and into the future.

About the authors

Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. Based in London, UK, she is a Fellow of the Market Research Society, and for over 10 years has convened their Advanced Qualitative Methods Masterclass. She has supplied brand strategy and consumer insight to major brands globally, including Unilever, P&G, Kraft, Tesco and The Discovery Channel. A regular international conference speaker, she is the author of Using Semiotics in Marketing, also published by Kogan Page.