What do you really do when you shop‎?‎ The answers are fascinating and‎,‎ for retailers‎,‎ they‎'‎re cash in the bank‎.‎ In Inside the Mind of the Shopper‎:‎ The Science of Retailing‎,‎ world‎-renowned retail consultant Dr‎.‎ Herb Sorensen‎,‎ Ph‎.‎D‎.‎ uncovers the truth about the retail shopper and rips away the myths and mistakes that lead retailers to miss their greatest opportunities‎.‎ Every year‎,‎ says Sorensen‎,‎ shoppers will spend a quadrillion seconds in supermarkets and they‎'‎ll waste 80% of that time‎.‎ Sorensen analyzes consumer behavior‎-how shoppers make buying decisions as they move through supermarkets and other retail stores‎-and presents powerful‎,‎ tested strategies for designing more effective stores‎,‎ improving merchandising‎,‎ and driving double‎-digit sales increases‎.‎ He identifies simple interventions that can have dramatic sales effects‎,‎ and shows why many common strategies simply don‎'‎t work‎.‎ You‎'‎ll learn how to appeal to the "quick trip" shopper‎;‎ make the most of all three "moments of truth"‎;‎ understand consumers‎'‎ powerful in‎-store migration patterns‎;‎ improve collaboration between manufacturers and retailers‎;‎ learn the lessons of Stew Leonard‎'‎s and other innovators‎;‎ and much more‎.‎ Then‎,‎ in Part II‎,‎ Sorensen presents revealing interviews with several leading in‎-store retail experts‎,‎ including crucial insights on using technology and retailing to multicultural communities‎.‎