This article investigates the potential of the semiotic methodology as a interesting means
to analyze store's consumers. Three semiotic apparatus are presented in the retailing
context: the semiotic square model, the narrative scheme analysis and the behavioral
typology method.
The first one allows to identify the meaning attributed to the visit of a store. The second
one permits to appreciate the complete store's “competence contract” expected by
consumers. The third one allows to make comprehensive typologies of frequented routes
and behaviors of consumers when in the aisles and sales areas.
As a conclusion, in order to understand why the semiotic methodology is still used so
confidentially in retailing management, we point out the major hurdles it encounters.