The shopping "experience" may take place in the aisles, but the store image customers take home with them is also influenced largely by what happens at the point of sale. It is there in a few square feet, then, that retailers are channeling their efforts to enhance shoppers' perceptions about the store. Specifically, retailers are targeting discounts to the individual, presenting a clear picture of each transaction with larger, easy-to-read customer displays and seeking to speed up the ...
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