DIGITAL MARKETING: User-centred design

When you visit your local supermarket you probably take for granted how easy it is to find things. Everything is easy to read, highly visible, legible and in easy to understand language. Want olive oil? Third shelf down, next aisle. Special offers? On the corner near the entrance.

Did you know, however, that sending you round counter-clockwise can add a pound or two to your bill? Or that separating mum from dad can increase the chance of a spontaneous purchase?

Supermarkets know this from careful study and research into their customer's behaviour, along with empirical investigation and testing. They've gained insight into their key customer groups and can therefore take advantage of this while providing an easy and convenient shopping experience. They are masters of this user-focused sales strategy.