If you were to ask your customers about their experiences while shopping, they would probably tell you about the uncomfortable distances and hardships they have to go through just to get to their desired products –while they secretly crave for the long-gone old store clerks and their candy treats.
Knowing about what consumers would do before they walk into a store may be interesting, but not quite profitable in the long run.
Shoppers are not really so until they enter the store and they stop being shoppers the moment they leave. Their behavioral patterns are very different. So if you want to have some return of your investment you have to start paying attention to shopping behavior and understand shoppers better.
Nowadays, you can read all existing material about marketing, retailing and sales; you can even collect and store those books and videos until they can sink a cruise ship with their weight; but it would be worth nothing if you just leave the most important factor out of the equation.
People are the bases of all interaction. Whether you call it sales, marketing, business, politics, or whatever, all that is, is human interaction. If you miss out on the bases here, you will miss out there for sure.