The global financial crisis of 2009 hit consumers hard. Two years later,
and they’re still reeling. Spending is down across the board, and even
the more affluent are watching their pennies. In this fearful climate,
retailers are applying ever more scientific and psychological tactics to
lure them back. This was made clear to me on a memorable day in 2010
when I visited the laboratory outside of Chicago of one of the world’s
largest consumer goods manufacturers.
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