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Beyond beauty: Why neuroaesthetics in retail matter to the bottom line

Retail is an industry driven by metrics. Decisions are rarely made without the analysis of data. It is used to evaluate a store’s performance and to inform decisions about store design. We find ourselves in a time when we have an abundance of data available to us. Designers and businesses rely on it to make informed decisions in the hope of minimising risk.   This data dominance makes it tempting to focus entirely on the quantifiable aspects of store performance, but in doing so, we