Retail marketing strategy : delivering shopper delight / Constant Berkhout
- Berkhout, Constant
- London ; Philadelphia : Kogan Page, 2015.
- Physical Description:
- 1 online resource (1 volume) : illustrations
- Machine generated contents note: 1.Delivering shopper happiness -- Making decisions in a more fact-driven manner -- Operating in several channels at the same time -- A skill set to deeply understand shoppers -- The emotional shopper -- Shopper happiness gives meaning to the organization's mission -- Answers to the retail challenges -- Retail is about thinking and doing -- Considerations for the choice of the retail dimensions -- Sharing -- Structure of the book -- 2.The myth of impulse purchasing -- The 70 per cent impulse myth -- Too much stimulation in just two seconds -- Pitfalls of market research -- Impulse buying -- Faster is more -- Notes -- 3.Tapping into irrational shopper behaviour -- What is irrational behaviour? -- Automatic shopping behaviours and other pitfalls -- Why do shoppers fall into irrational pitfalls? -- Nudge: how to apply knowledge of irrational thinking -- Nudging in retail practice -- Shopper tool to apply nudges -- Public sector takes the lead -- Is nudging shoppers right? -- Notes -- 4.Understanding the shopper brain through neuro research -- Why traditional surveys fail -- Benefits of neuro research -- Gender differences -- Age differences -- Applications of neuro research -- Practical suggestions from neuro research -- Notes -- 5.Channel preference: the future of the hypermarket channel -- Carrefour at a crossroads -- Carrefour, or a hypermarket problem? -- Reasons for the growth of hypermarkets -- The advantages for hypermarkets disappear -- Strategies to turn hypermarkets around -- Carrefour Planet as a solution -- Strengths of Carrefour Planet -- Is Planet the answer to the hypermarket challenges? -- Concluding thoughts -- Notes -- 6.What the shopper wants from online shopping channels -- Online is inevitable -- Why the future is online -- Why are groceries different online? -- What is slowing down online grocery sales? -- Three business-model questions: picking, routing, delivery -- Delivery types -- Online as an escape from saturated markets -- Positioning of logistical execution or shopping experience -- Making online selection inspirational for shoppers -- Same marketing principle, different practices -- Online as incremental sales for traditional groceries -- Conclusion -- Notes -- 7.Getting your assortment right -- Available space as starting point for product assortment size -- Shopper-driven product assortment -- Transitioning through phases of assortment life cycle -- Example: evolution of Schuitema organization -- Shoppers like it: more is less -- Retailer desire for 'more is less' -- May I have some more, please? -- Retailers can have it all: large product assortment without decision-making stress -- Notes -- 8.Really making loyalty card programmes work -- What has been learnt from Tesco? -- Benefits of loyalty card data versus other data -- International expansion -- The power shift to retailers -- A new phase for the market research industry -- Implementation of loyalty card programmes by retailers -- Consequences of implementing loyalty card programmes for suppliers -- Risks -- Notes -- 9.Making big data digestible -- What is big data? -- Drivers of big data in retail -- Opening new ways to make the shopper happier -- Experimentation as second nature in fast-moving consumer goods -- Privacy challenges -- Big, clean and open data -- Notes -- 10.The unstoppable growth of private labels and opportunities for A-brands -- Recessions accelerate private labels -- Motives for private labels -- The A-brand answers to private labels -- Discussions between the retailer and the A-brand supplier -- Notes -- 11.The unexplainable effect of music -- Effects of music -- Emotions -- Music and store employees -- Turn down the music -- Practice -- Notes -- 12.Can scents work wonders? -- Are scents effective? -- Indirect effect on mood -- Primed to respond -- Congruency with all retail marketing variables -- Scent used as a differentiator in retail marketing -- When to apply scents -- Notes -- 13.Self-scanning is more than savings -- No effect on stock-loss -- The business case for self-checkout -- Notes -- 14.The birth of category management -- The first category management project -- New term: category management -- Category management as part of ECR -- Transfer of ECR to Europe -- The eight-step category management process -- The model became outdated -- ECR's contribution -- Notes -- 15.True customer understanding -- Wasting the time of retailers -- Trade marketer as a transactional partner -- Trade marketing evolution -- An understanding of the customer as a condition for professionalizing trade marketing -- Five things a category manager wants in a category management proposal -- Note -- 16.Shopper marketing: new phase of trade marketing -- Definition of shopper marketing -- Best-in-class shopper marketing -- Two main drivers of shopper marketing -- A new role for consumer marketing -- Obstacles for shopper marketing -- Getting started -- Notes -- 17.Retailers in action to increase shopper happiness.
- Bibliography Note:
- Includes bibliographical references and index.
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