Catching the Chameleon

Catching the Chameleon is the story of how, every day, retailers fail to grasp opportunities for sales, because they misunderstand customers' constantly changing chameleon-like needs. Juggling sales data, market information, stock control and staff, retailers act like managers and forget to think and act like customers. A straightforward and personal insight into real behaviour, Catching the Chameleon explains what the world is like according to customers, identifies the barriers that retailers unknowingly raise and shows you how to remove them. Catching the Chameleon includes an unique account of 'customer journeys', a method of understanding customers which traditional market research cannot reveal.