The Eyes Have It

by what mode to sell more soda explosion and soap? Track what consumer diocese in stores.

A convenience store in the unremarkable middle-class town of Stoke-on-Trent, England is called the "Perfect Store" by dint of Unilever and store operator United Co-operatives Ltd The companies freshly redesigned the 3,000-square-foot outlet after scrutinizing 140 hours of videotape recorded as shopper picked ice cream and shampoo. The overhaul included moving proceedss and displays after the companies learned that shopper ignored 85% of the in-store ads and many parts of the store; les than 2% of visitors rambleed through more than half of it. Result: In the first six month after reopening last November, sales at the store pass by a leaped 10%.

Siemon Scamell-Katz, institutor of ID Magasin, the consumer researcher that worked with Unilever and the convenience-store chain, says retailers and in-store marketers will vend more stuff when they learn what