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Description: The aim of shopper marketing is to turn shoppers into buyers at the point of purchase. A relatively new area of marketing, it is attracting increased investment year on year “ and according to surveys is growing even faster than internet advertising, with an expected annual growth rate of 21 per cent by 2010.
Research has shown that there is plenty of opportunity to influence customers` decision making in the store, so there is a lot at stake:
¢ at least 70 per cent of brand choices are made in the store;
¢ some 68 per cent of purchases are not planned in advance;
¢ only 5 per cent of shoppers are loyal to one brand of the product group.
Edited by two respected practitioners, Shopper Marketing will show you how to make the most of shopper marketing. The book is comprised of articles written by 35 experts from around the world, and it provides practical advice regarding shopper needs and trends, retail environments, effective packaging and much more. It is a must-read for all marketing, sales and retial practitioners, as well as for students of sales and marketing.
Contents: Introduction ¢ Part 1: Definition: what is shopper marketing? ¢ Science of shopping - Paco Underhill ¢ Point of view on shopper marketing - Gordon Pincott ¢ Shopper marketing: the discipline, the approach - Jim Lucas ¢ Seven steps towards effective shopper marketing - Luc Desmedt ¢ Bringing shopper into category management - Brian Harris ¢ Illogic inside the mind of the shopper - Michael Sansolo ¢ For shoppers there`s no place like home - Harvey Hartman ¢ Shopper mega-trends: health, wellness and the environment - Sara Lubbers ¢ Understanding shoppers` complex decisions - Gerardine Padbury ¢ The three shopping currencies - Herb Sorensen ¢ Making your brnad part of a shopper solution - Jon Kramer ¢ Part 2: Strategy: how to approach shopper marketing ¢ Connecting, engaging and exciting shoppers - Michael Morrison and Meg Mundell ¢ Tailing your shoppers: retailing for the future - AnnaMaria M Turano ¢ Retail media: a catalyst for shopper marketing - Gwen Morrison ¢ Integrated communications planning for shopper marketing - David Sommer ¢ The conversion model for shopper research - Clemens Steckner ¢ In-store measurements for optimizing shopper marketing - Rajeev Sharma ¢ The missing link: turning shopper insight into practice - Toon van Galen ¢ Capitalize on unrealized demand among shoppers - Al Wittemen ¢ The loyalty ecosystem within your shopper environment - Bryan Pearson ¢ Overcoming common mistakes in shopper-centric retailing - Brian Ross and Miguel Pereira ¢ Touching the elephant - Chris Hoyt ¢ Shopper marketing as a crucial part of retailer partnership - Antti Syvaniemi ¢ Collaborating to ensure shopper marketing execution - John Wilkins ¢ Putting the shopper into your marketing strategy - Matt Nitzberg ¢ Part 3: Execution: what is shopper marketing in action? ¢ Increasing shopper marketing profitability with innovative promotions - Markus Stahlberg ¢ NestlA Rossiya, Russia - Lubov Kelbakh ¢ Using emotional insight in shopper marketing - Ken Barnett ¢ Winning shoppers with cause marketing - Susan Gaible and Carol Cropp ¢ Tesco Fresh & Eash, USA - Simon Uwins ¢ Shopper - oriented pricing strategies - Jon Hauptman ¢ Packaging can be your best investment - Russ Napolitano ¢ Six principles to drive effective packaging - Scott Young ¢ How to maximize ROI with package promotions - Ville Maila ¢ Index
About the Editors: Shopper Marketing is comprised of articles written by 35 contributors from around the world. Markus StA¥hlberg is the CEO of Phenomena Group Ltd, and Ville Malla is the Planning Director. Phenomena Group was the first shopper marketing company to be founded in Europe. It specializes in shopper marketing campaigns and is the global leader in package promotions, operating in 40 countries.
Log on to www.phenomena.com for practical insights into how you can maximize purchase decisions with package promotions.
Target Audience: Professionals in the retail industry, academics & students of management.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749460938
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Pages : 256
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