Constant Berkhout

Retail Marketing Strategy (eBook, ePUB)

Delivering Shopper Delight

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 296
• Erscheinungstermin: 3. November 2015
• Englisch
• ISBN-13: 9780749476922
• Artikelnr.: 44014319

Autorenporträt

Constant Berkhout is a passionate practitioner of retail marketing and shopper psychology. He obtained a Master of Science in Economics Cum Laude with a major in Marketing at the University of Groningen in the Netherlands. Through his own agency, Berkhout works with retailers and suppliers in Europe, the Middle East and Asia including Conagra Brands, Danone, GrandVision, Heineken, JDE, Jumbo, Migros, SPAR International and Sonos. Before setting up his own agency, he held commercial and insights roles at Ahold Delhaize, Kraft, P&G and PepsiCo.

Inhaltsangabe

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