Roddy Mullin, Colin Harper

Shoppernomics (eBook, ePUB)

How to Shorten and Focus the Shoppers' Routes to Purchase

• Format: ePub

Produktbeschreibung

What happens from the moment the thought of a purchase occurs, to ownership, is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target - brand managers, agencies, retailers would give their eye teeth to know when to supply what message, in what order, by what means, to persuade 'the gatekeeper to the family budget' or the B2B buyer to part with their hard-earned money as they reach the point of sale. Shoppernomics is based heavily on facts and figures supplied by both US and UK researchers; it examines the near precise path taken by the shopper. The authors describe the drivers including the barriers, the journey to purchase from the discovery of the need, on the way to the store, in the store and after purchase and then describe how to put what messages across, at a time and in a form for greatest impact.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 330
• Erscheinungstermin: 1. April 2016
• Englisch
• ISBN-13: 9781317055204
• Artikelnr.: 44873121

Autorenporträt

Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. Since 1987 he has been in consultancy helping some 300 companies in the UK particularly with marketing. He is a Fellow of the IMechE, CIBSE, CIM and RSA. He is the ex-Senior Warden of the Worshipful Company of Marketors. His Sales Promotion book (updated in September 2014 as Promotional Marketing) is the core text of the Institute of Promotional Marketing Diploma for which he is also an examiner. Colin Harper BSc (Psychology) MA (Marketing) is a member of the Chartered Institute of Marketing, the ex-Director of Insight for the Institute of Promotional Marketing and Director of Insight for The Retail Bulletin. He is also CEO of RetailVitalStatistics.com.

Inhaltsangabe

Introduction
Part I: The Shopper Analysed
Chapter 1: Inside the Mind of the Shopper
Chapter 2: The Communication Canvas
Chapter 3: The Customer - Who Are They?
Chapter 4: Communicating with the Shopper/Customer
Chapter 5: Getting the Message Across
Chapter 6: The Barriers to Purchase
Part II: Communicating with the Shopper in the Future
Chapter 7: The Shopping Mission
Chapter 8: Out of Store
Chapter 9: On the Way to the Store
Chapter 10: In the Store, On the Website
Chapter 11: In the Store - Managing and Selecting Promotion Techniques
Chapter 12: After Purchase
Chapter 13: Dare to Be Different
Part III: What the Brand Manager, Retailer and Supplier Should Now Do
Chapter 14: How To Do It: Successful Approaches Dissected
Chapter 15: The Shopper Marketing Organisation
Chapter 16: Measuring Effectiveness
Chapter 17: Researching the Consumer/Customer 'in Their Community'
Chapter 18: Researching the Shoppers' In-Store Behaviour
Chapter 19: Research from the Retail Side
Chapter 20: Strategic Scenarios
Chapter 21: The Future Prognosis of Shopping
Chapter 22: Implementing the Changes Pragmatically