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At the RII, group members take what a retailer is trying to accomplish and come up with a design execution, but then study it to determine what went well, what didn't go well, what the retailer liked, and what it didn't like. "A lot of companies will say they have a great design, and some do, but they have no idea if that display provides lift or helps the customer sell more product," asserts Waite. For Menasha, this was the missing link.