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