Retail Marketing Strategy Delivering Shopper Delight 1st edition by Constant Berkhout – Ebook PDF Instant Download/Delivery: 0749476915, 9780749476915
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Product details:
ISBN 10: 0749476915
ISBN 13: 9780749476915
Author: Constant Berkhout
Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone.
Outlining the five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, Retail Marketing Strategy answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activity, helping to make sense of trends and build effective strategy. Guidance is based throughout on neuromarketing research, providing a clear framework for building in experiential elements such as scent or music into the retail environment to really engage with consumers on an emotional level.
If you are a marketing, branding or supply chain professional working in retail seeking straightforward and research-driven techniques for building lasting customer loyalty, or you are responsible for driving retail strategy in your organization, let Retail Marketing Strategy be your guide.
Retail Marketing Strategy Delivering Shopper Delight 1st Table of contents:
Section One: Shopper Happiness
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Chapter 01: Delivering Shopper Happiness
Section Two: Shoppers Are People
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Chapter 02: The Myth of Impulse Purchasing
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Chapter 03: Tapping into Irrational Shopper Behaviour
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Chapter 04: Understanding the Shopper Brain Through Neuro Research
Section Three: Channel Choices
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Chapter 05: Channel Preference: The Future of the Hypermarket Channel
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Chapter 06: What the Shopper Wants from Online Shopping Channels
Section Four: Fact-Driven Decision Making
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Chapter 07: Getting Your Assortment Right
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Chapter 08: Really Making Loyalty Card Programmes Work
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Chapter 09: Making Big Data Digestible
Section Five: In-Store Execution
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Chapter 10: The Unstoppable Growth of Private Labels and Opportunities for A-Brands
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Chapter 11: The Unexplainable Effect of Music
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Chapter 12: Can Scents Work Wonders?
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Chapter 13: Self-Scanning Is More Than Savings
Section Six: Organizational Development
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Chapter 14: The Birth of Category Management
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Chapter 15: True Customer Understanding
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Chapter 16: Shopper Marketing: New Phase of Trade Marketing
Section Seven: Embracing the Shopper
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Chapter 17: Retailers in Action to Increase Shopper Happiness
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Tags: Constant Berkhout, Retail Marketing, Shopper Delight