The AIDAS approach is a classical communication and promotional model used in marketing to explain how a consumer moves from first becoming aware of a product to finally taking purchase action. AIDAS stands for Attention, Interest, Desire, Action and Satisfaction. It describes the psychological stages through which a customer generally passes during the buying process. In retail marketing and communication, the AIDAS approach is useful for designing advertisements, sales promotions, store displays, personal selling, digital campaigns and other communication activities that influence consumer behaviour. The first stage is Attention. A retailer must first attract the attention of potential customers towards a product, brand or store. Since consumers are exposed to numerous advertisements and promotional messages, retailers need attractive and distinctive communication. Eye-catching window displays, attractive packaging, banners, posters, social media advertisements, influencer content and special offers can be used to capture attention. For example, a retail store may display a large sign announcing a festive discount to immediately attract customers. The second stage is Interest. After gaining attention, the marketer must create sufficient interest in the product or offer. At this stage, communication should provide relevant information about product features, benefits, quality, price and availability. Retailers can