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.
Constant Berkhout is a passionate practitioner of retail marketing and shopper insights. As Founder and Owner of Rijnbrug Advies, a consultancy based in the Netherlands, and based on more than twenty years' experience at major companies including Ahold, De Boer Winkelbedrijven, Kraft Foods, Gillette/P&G and PepsiCo, he develops new ways to grow retail categories and connect with the shopper for a diverse range of food, non-food and supplier clients.
Section - One: Shopper happiness;
Chapter - 01: Delivering shopper happiness;
Section - TWO: Shoppers are people;
Chapter - 02: The myth of impulse purchasing;
Chapter - 03: Tapping into irrational shopper behaviour;
Chapter - 04: Understanding the shopper brain through neuro research;
Section - Three: Channel choices;
Chapter - 05: Channel preference: the future of the hypermarket channel;
Chapter - 06: What the shopper wants from online shopping channels;
Section - Four: Fact-driven decision making;
Chapter - 07: Getting your assortment right;
Chapter - 08: Really making loyalty card programmes work;
Chapter - 09: Making big data digestible;
Section - Five: In-store execution;
Chapter - 10: The unstoppable growth of private labels and opportunities for A-brands;
Chapter - 11: The unexplainable effect of music;
Chapter - 12: Can scents work wonders?;
Chapter - 13: Self-scanning is more than savings;
Section - Six: Organizational development;
Chapter - 14: The birth of category management;
Chapter - 15: True customer understanding;
Chapter - 16: Shopper marketing: new phase of trade marketing;
Section - Seven: Embracing the shopper;
Chapter - 17: Retailers in action to increase shopper happiness