Retailers spend millions on media advertising and direct marketing to reach their shoppers but, as pundits have often observed, the store itself may be the best vehicle of all for communicating to shoppers. "Realistically, the majority of people don't make their buying decisions until they actually get into the store itself," said Barry Wise, Wise Retail Consultants, Flower Mound, Texas, who consults for Epson America and Sweda. "These retailers spend a lot of money on data mining to know ...

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