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In developing the brand story, the business does not focus on itself, but rather on its targetmarket and that market’s problems. Exploring the product offerings takes time, which means slowing the targetmarket down while they are in the store. Love at first sight.
Where the transaction was once the sole focalpoint of retail design, modern shopfitters and designers take the entire shopping experience into consideration: Someone glimpses a shop window and enters the shop, then browses and samples or tries on the merchandise, eventually making it to the counter and walking out with a purchase.
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