Fernandes, Miguel PintoVelich, Luca2024-10-242024-10-242024-01-122024-01-12http://hdl.handle.net/10362/173997This work project explores the evolving shopper behavior in the Home & Living industry, with a focus on in-store experience. It identifies the main shopper missions in the category, examining their unique characteristics and behaviors through a mixed-method approach of qualitative interviews and a quantitative survey. The study highlights the importance of tailored strategies in assortment, visual merchandising, and store environment. Recommendations are offered for retailers to enhance the in-store experience, addressing the diverse needs of different shopper missions. This research provides valuable insights into shopper behavior and underscores the significance of physical stores in the Home & Living industry.engShopper missionCustomer experienceShopper behaviorPhysical storeHome & living industrymaster thesis203605098