Author name: Cate Trotter

Cate Trotter is a prominent figure in the realm of retail innovation and consumer behavior, revered for her insightful contributions and expertise. With a profound understanding of the dynamic retail landscape, she serves as a trusted advisor to global brands, offering strategic guidance to navigate evolving consumer trends and technological advancements. As the author behind guided-selling.org, Cate shares her wealth of knowledge and experience, empowering retailers with practical insights and actionable strategies. With a background in retail consultancy and a keen eye for emerging trends, Cate Trotter continues to shape the future of retail through her thought-provoking content and innovative approaches to consumer engagement.

Cate Trotter
How to Leverage the 5 Stages of the Customer Decision Making Process

How to Leverage the 5 Stages of the Customer Decision Making Process

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In 1968, marketers Engel, Blackwell and Kollat outlined the customer purchase decision process in five steps. And you know what? Decades later the five-step explanation to the customer purchase decision question is still the most persuasive marketing model around. With the evolution of digital shopping and technology completely changing consumer behavior, businesses are forced to look […]

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How Virtual and Augmented Reality will Influence Decision-Making [Infographic] | Guided Selling

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Online shopping has gained popularity among consumers for its efficiency and convenience, and it’s seeing major growth: e-commerce sales in North America are expected to grow from $349.20 bn in 2015 by 14.4% to reach a total of $399.48 bn in 2016 (The Centre for Retail Research). To get a piece of the pie, e-commerce

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What is Guided Selling and How Does it Work?

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In her compelling TED talks, Columbia Business School professor Sheena Iyana proves an incontrovertible truth: choice overload is real. Today, consumers are confronted with more options and more touch points than ever. It is all too easy for them to experience decision fatigue, basically giving them 3 options to either … Given the overwhelming number of options consumers  are faced with

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