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Description: Shopper Marketing explores the subject of focused marketing initiatives aimed at browsers and shoppers who are in - store and can be influenced in their final buying decisions. Written by more than 34 experts from around the globe, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase.
Shopper marketing itself may be a relatively new area of marketing, but the financial investments being made in the area increasing every year. According to recent surveys, shopper marketing is growing even faster than internet advertising- perhaps not surprisingly when research has indicated that:
• at Least 70 % of brand choices are made in the store.
• over two-thirds of purchase decisions are not planned in advanced.
• only 5 % of shoppers are loyal to one brand within a product group.
These result show that there are tremendous opportunities to influence and change customers’ decisions at the time when they are actually doing the shopping- and Shopper Marketing can show you exactly how you do this.
Providing practical advice about shopper needs and trends, retail environments, shopper marketing strategies and campaigns, retailing relationships, effective packaging and much more, this accessible title- now with a new foreword by Philip Kotler - is a must- have for all marketing, sales and retail practitioners, as well as students of sales and marketing.
Contents: Part One: 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 • Science of shopping Gopi Krishnaswamy • Illogic inside the mind of the shopper Michael Sansolo • For shoppers there’s no place like home Harvey Hartman •The three shopping currencies Herb Sorensen • The shopping motives of Chinese shoppers Kevin Mu
Part Two: 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 • Internationalization of shopper marketing Ville Maila • Ensuring your brand gets on the shopping list Robert Levy • Bridging gaps: retail in the emerging Indian market Dheeraj Sinha •The missing link: turning shopper insight into practice Toon van Galen • Capitalize on unrealized demand among shoppers Al Wittemen • Shopper promotions: what can marketers learn from price discounts Markus Stahlberg • Marketing as a crucial part of retailer partnership Antti Syuaniemi • Touching the elephant Chris Hoyt • Future shock Ken Barnett • Shopper marketing’s true potential Dan Flint • Putting the shopper in your shopper marketing strategy Matt Nitzberg
Part Three: what is shopper marketing in action?
Improving shopper marketing profitability with innovative promotions Markus Stahlberg• the circle of shopper marketing mechanization Dick Blatt • Nestle Rossiya, Russia Lubov Kelbakh • Connected shoppers are here, now - but how do you connect with them? Jason Rogers • Tesco Fresh & Easy, USA Simon Uwins • Shopper-oriented pricing strategies Jon Hauptman • Packaging can be your best investment Russ Napolitano •
The real power of brands in the digital world: what marketers must know about the online shopping decision process Juliano Marcilio • ‘Too many choices’ - and their implications for package design Scott Young • Maximizing ROI of package promotions Ville MailaISBN - 9780749464714
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Pages : 296
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