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The in-store audience is only superficially similar to other audiences because the dominant purpose of this “audience” is specifically to make immediate purchases. Efficiency is a major consideration to the shopper audience. Here we consider one store design/layout issue, aisleness, that can negatively impact shopper efficiency. Then we consider the empirical generalization that the faster shoppers spend, the more the store will sell. And finally, we consider how in-store digital media can accelerate shopping speed, and thereby total store sales.
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