In business, who does not know the term „efficient consumer response“? It means: Only those who understand their customers and base all of their actions on their needs can sell them anything. That, of course, goes without saying, and applies for every Point of Sale. The question as to what interests the consumer on the shop floor, and what their needs are, is extensively researched through receipt surveys, household panels, customer surveys and various other initiatives. All of these measures together are known in specialist jargon as “Shopper Analytics”. But is that enough? Does the tailored positioning of the products actually lead to a higher turnover?