The consumer experience at the point-of-sale (POS) remains the most important. It is where the sale is won or lost, where interaction with the brand comes to life, and where the seeds of loyalty are planted. To differentiate in a changing retail playing field, knowing what matters most to your end customers is key. Since people find it hard to explain what drives them, insights of neuroscience combined with evolutionary biology gives you a strategic advantage. This session, with Bert Martin Ohnemüller, explains how.