Shopper marketing : how to increase purchase decisions at the point of sale /
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| Imprint: | London ; Philadelphia : Kogan Page, 2010. |
|---|---|
| Description: | xi, 244 p. : ill. ; 25 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/7980690 |
Table of Contents:
- Preface
- Acknowledgements
- Introduction
- Part 1. Definition: what is shopper marketing?
- Science of shopping
- Point of view on shopper marketing
- Introduction
- Defining shopper marketing
- Strategy 1. identification
- Strategy 2. disruption
- The role of packaging
- What role do in-store media have to play?
- Strategy 3. enticement
- The shopper: same person, different context
- Shopper marketing: the discipline, the approach
- 3Ss approach
- Go-to-market calendarization
- Conclusion
- Reference and further reading
- Seven steps towards effective shopper marketing
- start with the corporate and marketing objectives and strategies
- make the right choices
- get an in-depth understanding of the current business situation at the key retailers
- get an in-depth understanding of key retailers' organization, objectives and strategies
- know the shoppers and their shopping behaviour
- develop a shopper marketing strategy and plan as part of tailored and complete account plans
- execute with excellence and measure the results
- Reference
- Bringing shopper into category management
- References
- Illogic inside the mind of the shopper
- Shopper-driving forces
- Types of shoppers
- Targeting consumer segments
- For shoppers there's no place like home
- Appeasing the picky child
- Emerging lessons from the home experience: the genesis of true brand loyalty is often the home
- Home experiences generate cultural tasks, not need states
- Shopper mega-trends: health, wellness and the environment
- Methodology
- High interest
- All are one
- Cross-fertilization
- Use multiple benefits
- Credibility is key
- Set a standard
- Instant gratification
- Tracking trends
- Understanding shoppers' complex decisions
- Complex shopper decisions
- Values and value
- Health
- Provenance
- Ethics and the environment
- The paradox of packaging
- The three shopping currencies
- Retailing is a relationship business
- The 'give-gets' of the shopper in the store
- Relating single-item purchases to individual shoppers
- Time as the measure of shopping
- Time is opportunity to sell
- Participating with the shopper - 'active retailing'
- Understanding shopper behaviour vis-a-vis understanding products
- Angst: a vague, unpleasant emotion
- Choices, choices, choices
- Reference
- Making your brand part of a shopper solution
- Engineering solutions
- Adjacencies, insights and investments
- Speaking with shoppers
- Part 2. Strategy: how to approach shopper marketing
- Connecting, engaging and exciting shoppers
- Introduction
- The eyes have it
- A harmonious relationship
- Scents of place
- The power of touch
- Taste sensation
- My place, my space, my experience
- Tailing your shoppers: retailing for the future
- Retailing versus routine
- E-tailing: reaching customers at home and at work
- Tailing: innovating retail for the future
- Tailing in Roppongi Hills: comfort and convenience
- Tailing in Nau: webfront meets the homefront
- Tailing in Boots: location is everything
- Summary
- Retail media: a catalyst for shopper marketing
- Integrated communications planning for shopper marketing
- The 'target consumer' - moving out of the cross-hairs
- Evolution of media and retail - engaging consumers who are in control
- Measuring the effectiveness of the store as a marketing weapon
- Seven barriers to development of shopper marketing
- Right place, wrong time
- The conversion model for shopper research
- In-store measurements for optimizing shopper marketing
- A breakthrough measurement platform using in-store video
- Understanding shopping behaviour
- Planning for shopper marketing in a holistic framework
- Testing in real-world shopper labs
- Monitoring and tracking the impact of shopper marketing
- The missing link: turning shopper insight into practice
- Fewer decisions are taken in-store than previously thought
- Some implementation examples of these findings
- The search for the right message at POP sometimes involves breaking the existing category rules
- The road to successful implementations
- References
- Capitalize on unrealized demand among shoppers
- The loyalty ecosystem within your shopper environment
- Understand your segments
- Segment ahead of the curve
- Enhance the customer environment
- Overcoming common mistakes in shopper-centric retailing
- Don't underestimate what it takes
- Don't think category, think shopper
- You can't do analysis in isolation
- Stop trying to cast the net so wide
- Expand your horizon - at least beyond the fiscal year
- Touching the elephant
- The elephant
- The blind men
- Moral of the parable
- Shopper marketing as a crucial part of retailer partnership
- Introduction
- Shopper marketing and chain strategy
- The crucial role of strategic partnerships
- Conclusion
- Collaborating to ensure shopper marketing execution
- Putting the shopper into your marketing strategy
- Introduction
- Successful shopper marketing programmes are an expression of shopper-centric thinking and a deeply rooted shopper-centric culture
- Effective shopper marketing programmes are shaped by a company's commitment to earn and grow shoppers' lifetime loyalty
- Effective shopper marketing programmes are informed by an intimate, household-level understanding of shopper behaviour and its influences
- Successful shopper marketing programmes are recognized by both retailers and manufacturers as an area of strategic collaboration
- Successful shopper marketing programmes are managed as a dynamic set of activities benefiting from continual measurement and improvement
- In closing, an encouragement
- Reference
- Part 3. Execution: what is shopper marketing in action?
- Increasing shopper marketing profitability with innovative promotions
- Shopper-oriented promotions
- Getting back to basics
- Increasing purchase decisions
- Does the trade love your brand?
- Big, colourful, simple
- The reason why
- Innovation means cost-efficiency
- Nestle Rossiya, Russia
- Russian retailer environment
- Nestle Group shopper approach in Russia
- Cases and implementation
- Using emotional insight in shopper marketing
- The story of Sue
- The shopper as a hero
- Winning shoppers with cause marketing
- Find an issue your core customer cares about
- Be in for the long term and integrate
- Identify the actionable insight
- Engage the local community
- Avoid compassion fatigue
- Measure, measure, measure
- Allow your programme to evolve
- Winning shoppers with cause marketing
- Tesco Fresh & Easy, USA
- Creating value for customers
- Communicating through the shopping trip
- An organizational endeavour
- Shopper-oriented pricing strategies
- Pricing tipping points: managing price gaps based on shopper perceptions
- Six dimensions of price image: the building blocks of a shopper-oriented pricing strategy
- Packaging can be your best investment
- Packaging as your most efficient marketing investment
- Packaging makes more of an impression
- Through its package!
- Packaging is no longer strictly three-dimensional
- Consumers have become more in tune with packaging
- You must stay in tune with your packaging
- For many products, packaging is their sole form of advertising
- Packaging as the 'fifth P' in your marketing mix
- Increased role of shopper marketing
- Six principles to drive effective packaging
- Designing for the shopper: six principles to drive effective packaging
- Driving success: including the shopper in the design process
- How to maximize ROI with package promotions
- Is the package of daily consumer goods a mass medium?
- What is the most cost-efficient form of in-store campaigning?
- Phase 1. choose the most profitable objective
- Phase 2. choose the most effective promotion mechanism
- Phase 3. implement package promotion as a process
- Index
