I’m grateful to Unilever and perhaps you will be too when you see what I have for you. Unilever graciously and generously allowed me to feature in my new book, “Using Semiotics in Retail”, an in-depth interview with Global Shopping Insight Manager Iris Cremers 🍏 and Shopping & Commerce Insight Manager Corinne Trentadue. There’s even a foreword by the illustrious Keith Sleight, CMI Director Shopping Insights.

Iris and Corinne are forthcoming on how Unilever applies the shopper insight that I supply to them – and the conversation is full of practical examples that you can transfer to your own store or brand. That’s why I’m excited to share with you that Chapter 2, “How Unilever uses semiotics” has all these learning outcomes, see below.

By the end of this chapter, you will be able to:
· See how a large #FMCG business uses semiotics to design #brands, #packaging and point of sale materials.
· Envisage a toolkit of shopper insights, to which semiotics makes original and valued contributions.
· Recognise and use several semiotic principles which result in designs that have global appeal, across categories and markets.
· Apply simple techniques with lighting and in-store signage to give shoppers an easier, happier experience.
· Make social media graphics which are informative without being demanding or overwhelming.
· Design brands and marketing communications which have a recognisable provenance.
· Explain and interpret your own reactions when you like or dislike a design.

“Using Semiotics in Retail: Leverage consumer insight to engage shoppers and boost sales” publishes 03 February 2022. From Amazon, publisher Kogan Page and all good bookstores. Available worldwide.

Launch day is TOMORROW, there is STILL TIME to score a 20% DISCOUNT when you pre-order via koganpage.com.

#semioticsinretail #semiotics #retail #marketing #Unilever #pointofsale #shopperinsights #mrx #research #lighting #signage #socialmedia #communications #design #engagement #sales Lawes Consulting Ltd Naurin Rashid Kogan Page Marketing & Communications Natasha Tulett Kyle Monk Jane Frost CBE

There’s still time to get a 20% discount when you pre-order from publisher Kogan Page, use the code KOGANPAGE20, I’ll post the link in the comments.

#semiotics #consumerinsights #research #mrx #marketing #needs #wants #pleasure #desire #retail #shopping #ux #ecommerce Lawes Consulting Ltd Naurin Rashid Kogan Page Natasha Tulett Audrey Madden #games #tekken BANDAI NAMCO Europe