Keynote: Shopper psych

Why Target missed the mark + who’s getting it right Maxime BourbonnaisPresidentMBA Recherche Dr Hugh PhillipsPresidentPhillips Foster & Boucher There’s ...

Why Target missed the mark + who’s getting it right



Maxime Bourbonnais

President
MBA Recherche



Dr Hugh Phillips

President
Phillips Foster & Boucher

There’s learning in failure. And from success. Examining the positioning and perception of Target’s stores, in-store expert Dr. Hugh Phillips will analyse why the U.S. retail giant’s hotly anticipated Canadian launch spectacularly collapsed, and will contrast that lesson with case studies of retail clients that are using in-store communication techniques with great success.

Together with Montreal-based market researcher and psychosociologist Maxime Bourbonnais, Dr. Phillips, the author of The Cognitive Psychology of Shopping and In-store Marketing, will share fresh insights and tips for building powerful in-store messaging, based on understanding what makes people buy.

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