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Considers the implications for brands and retailers of the social changes which have seen spending on children in the USA double every decade of the last 30 years, focusing on the design of retail stores; the child is a more discerning consumer than many traditional advertising strategies have recognised. Describes the proliferation of advertising media, in addition to the use of online use; this has combined with pressures on working parents to induce an upsurge in guilt‐motivated spending on children, the time‐poor shopping phenomenon, and has also led to youngsters undertaking shopping trips without adult supervision. Assesses the implications for store design of the time‐poor shopper and the sophisticated child purchaser.

Retail sector companies often overlook the positive contribution psychology could make to their success. At a time when more decisions than ever are made in‐store, any media must provide a pathway to the purchase that is subconsciously triggered and therefore it would be a wise move to spend more on below‐the‐line and through‐the‐line strategies. A key challenge is to create an environment where the shopper perceives a one‐to‐one relationship with the store; to optimise the shopper’s time; to make it appear as if the ranging, and categorisation of products has been personalised just for them; and by attention to this, retailers will deliver an experience the shopper will want to repeat. So what is the smartest technique to pinpoint what they really want? By using a combination of brain imaging and eye scanning technologies to delve into the mind of the shopper, the desired insight could be within reach.

The purpose of this paper is to explain how sensory stimuli can influence environments, improve the shopper experience and change the nature of behaviour in ways beyond our consciousness.

This paper reviews research gathered over several years and it considers how significant increases in sales can be achieved by attention to shopper “sightlines” and movement through each retail space; how neuro‐imaging is starting to make sense of our reactions to products; how Virtual Reality can save money and how a well‐designed study is a cost‐effective means of ensuring environments are right for shoppers. The latest sensory approaches are also assessed together with thoughts to ponder for the next decade including a word of caution for all to ensure success does not come at the detriment of our planet.

The current economic gloom need not spell financial disaster for the retail sector. Consumers will simply become more discerning as they spend their limited resources. The savvy retailer will invest in understanding shopper needs and motivations to create an enhanced shopping experience by moving beyond simple POP displays and signage, where “minor plus est”, through to shoppers' sense of sound, sight, smell and touch which will have a clear impact on decision‐making, store choice and spend.

This paper will be of interest to all operating in the retail sector.