- Hardcover: 296 pages
- Publisher: Kogan Page; 2 edition (3 February 2012)
- Language: English
- ISBN-10: 0749464712
- ISBN-13: 978-0749464714
- Product Dimensions: 16.1 x 2.8 x 24.2 cm
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: #2,71,038 in Books (See Top 100 in Books)
Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale Hardcover – 3 Feb 2012
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"A fantastic read - no matter who you are in the organization" (Darren Marshall, Vice President, Global Customer & Shopper Marketing, The Coca Cola Company)
Details how shopper marketing works, outlines its benefits and explains how to implement it
Includes savvy insights from those on the front lines of retailing
Looks at shoppers from multiple perspectives to help you make better marketing investments
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Most helpful customer reviews on Amazon.com
There seems to have been little quality control, beyond copyediting, and not much in the way of a unifying vision. If you really want to learn about "shopper marketing," like I did, you probably won't learn much from this volume. Even the section headed, "What is Shopper Marketing?" doesn't actually define shopper marketing. Overall, this volume was really a disapointment to me.
Ilaria Barion Author of 'Set the Stage for a Sale: Secrets to make your city dwelling irresistible, attract home shoppers, and sell fast in any market!'
It's a recollection of very shallow articles. I could not get a singlee good idea out of it
It's a crucial art, at that. Shoppers actually choose most brands not as a result of advertising or brand awareness efforts, but at the point of purchase--the store display, studies show. If you master the point of purchase, you make the sale.
This is why spending on shopper marketing has doubled since 2004. Proctor & Gamble alone spends $500 million per year on it. Still, shopper marketing, which has taken the retail world by storm in recent years, defies easy description. It refers to the conglomeration of things that retailers need to consider in putting up a store, from design to packaging, layout to pricing, shopper behavior to creating the right sample counter.
Markus Stahlberg and Ville Maila have compiled the first book on the topic. After 20 months of what Stahlberg calls "relentless correspondence and face-to-face meetings" with more than 300 experts around the world, the authors compiled the 35 shopper marketing essays that define the essence of the discipline.
Because Shopper Marketing is a collection of essays, it's not a cover-to-cover read. There's a lot in here, from shopper heat maps to case studies on corner displays. The most memorable essays revolve around:
* Where shoppers go once they're in a store.
* How to cut through shoppers' immunity to their surroundings.
* Incorporating the five senses into shopper experience.
* The patterns of customer behavior.
* How to offer shoppers more value with in-store media.
* What motivates customers to buy.
* How marketers sometimes make it hard for a customer to make a purchase, and how to override that.
Shopper marketing is complex and necessary--and doing it right isn't easy. That's why essays covered so many topics, with case studies, charts, research, tips, and analysis mixed in.
The whole book is rather heavy on the analysis and light on anecdotes. It is not light reading, but the in-depth essays are satisfying and educational. Shopper Marketing's strongest asset was that it teaches a shopper-centric mindset, helping you understand how shoppers think and behave. This is crucial for attracting and retaining consumers in a hypercompetitive retail environment.
I would recommend Shopper Marketing to any retailer for a big-picture overview of how shoppers think. As a consumer, I also found it fascinating to learn just how much time, effort, and money goes into making people like me buy.
(Book review by Drea Knufken)
If you want to get smart about your marketing investments, you cannot ignore the power of shopper marketing strategies. Shopper Marketing provides you with the understanding and practical toolbox to improve your sales.
But what is Shopper Marketing? It is a relatively unknown area of marketing with the purpose of converting shoppers into buyers the very moment they make the purchase decision - at the point of purchase on the shop-floor of a supermarket or a convenience store, for example. Since consumers make most of the purchase decisions in the store, Shopper Marketing with its various promotional strategies and innovative tactics has a huge impact on which brands the consumers actually end up choosing.
With over thirty contributors, covering complete span from strategy to implementation, the Shopper Marketing book is destined to become the standard reference work on this new field of marketing.
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