In Clear Focus: Our guest this week is Dr. Rachel Lawes, the author of Using Semiotics In Retail, this month's Bigeye Book Club selection. Rachel discusses how retailers and brand marketers can use commercial semiotics to provide fresh insights into consumers' wants and desires, spark revenue-generating ideas, and analyze under-performing stores. In Clear Focus listeners can claim a 20 percent discount on Using Semiotics In Retail at KoganPage.com by using the promo code BIGEYE20 at checkout.