Using Semiotics in Retail

Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. Based in London, UK, she is a Fellow of the Market Research Society, and for 15 years has convened its Advanced Qualitative Methods Masterclass. She supplies brand and marketing strategy to businesses such as Unilever, P&G, Kraft, Nike and Diageo, as well as clients in specialized sectors such as pharmaceuticals and finance. A regular international conference speaker, she is the author of Using Semiotics in Marketing, also published by Kogan Page.

Section - PART ONE: Case studies - semiotics in real-world retail;


Chapter - 01: Semiotics will change your career in retail or retail marketing;
Chapter - 02: How Unilever uses semiotics;


Section - PART TWO: The present day;


Chapter - 03: Desire;
Chapter - 04: ‘Premium, natural, sensational!’ How to create meaning;
Chapter - 05: Shopper needs and behaviour;
Chapter - 06: Shopping and identity;


Section - PART THREE: The future;


Chapter - 07: The future of business;
Chapter - 08: The future of consumers;
Chapter - 09: The future of retail;
Chapter - 10: The future of everything;


Section - PART FOUR: You can do semiotics - tools for retailers;


Chapter - 11: Fast answers to everyday questions;
Chapter - 12: Tools for thinking - how to generate ideas using semiotics;
Chapter - 13: Acknowledgements;

"What a fantastic read, full of thought-provoking insights for retailers, providing a great balance between theory and real-life application of semiotics in the commercial world. It was hard to put it down!"

"Semiotics can often feel daunting and un-accessible; this book will unlock understanding in how you can practically harness this methodology. I especially loved the case-studies which really help to bring the theory to life - a must read for anyone interested in how consumers assign meaning to colours, signs and symbols - then importantly how you can harness this insight to create meaningful experiences."

"This book will get you thinking differently about things you see every day. As someone who works in the creative side of advertising, this is the greatest gift I could ask for. Lawes' whirlwind tour through human behavior, psychology and the shop aisle deepens your understanding of what it means to shop both in person and online. A must read for everyone in marketing who wants to stay forever curious."

"Rachel Lawes' personal writing style is engaging, evocative, and enjoyable. She guides you through what was and what is now retail and marketing and the total experience of shopping, as well as the rise of consumer activists. More importantly, the book highlights the power of semiotics to influence individuals and society beyond consumerism towards responsible living. This resonates with current viewpoints in design practice and education, which is why I will be using this book to underpin learning and teaching in my Undergraduate and Postgraduate modules."