Retailers invest large amounts of money to get consumers into their businesses with the aim of selling them products.

Owners monitor conversion rates, i.e. count the number of customers entering the store versus actual buyers to enable them to monitor success.

Team members are encouraged to approach consumers to build relationships and make a sale. But, is the process really working?

Many of us as potential buyers are either ignoring the messages or are confused by the messages retailers are sending us and as a result do not buy what is on offer.

The role of a retailer in today