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“Two scarred, but well-decorated veterans deconstruct in-store marketing. Rick DeHerder and Dick Blatt give us a tour of where the rubber meets the road in modern consumption. Comprehensive, exhaustive, and complete, this is a volume for both marketer and merchant.”
–Paco Underhill, Founder, CEO, and President, Envirosell and Author of What Women Want, Why We Buy and Call of the Mall
“Enhancing our in-store environment with relevant products, promotions, and innovations will win shopper loyalty. That loyalty will drive more shoppers, greater baskets, and more trips, leading to incremental revenue and market share for Walgreens. Shopper Intimacy is a fantastic resource for time-poor marketing professionals seeking insights, interpretations, and implications of the vast library of research and studies in the field of in-store marketing. Additionally, this guide will help us make better decisions on our marketing spending by providing a structured approach and the necessary metrics for calculating a return on that spending.”
–Don Whetsone, Senior Director of Merchandising Strategy and Development, Walgreens
Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. To build brands and drive sales, retailers must invest more heavily in marketing. But how? With Shopper Intimacy, you will understand the customer more deeply than ever before–and be able to act on that knowledge.
Drawing on years of industry research, Rick DeHerder and Dick Blatt introduce a start-to-finish system for achieving true shopper intimacy. You’ll master powerful new tools for influencing shopper behavior–supported by extensive case studies, charts, and real-world examples. You’ll also find indispensable performance metrics–including new ways to measure return on investment (ROI) from the standpoint of key stakeholders.
Shopper Intimacy brings together breakthrough insights for all retail segments, detailed data to support them, and practical techniques for applying and profiting from them.
Outstanding Retail Results in Five Steps
1. Understand shopper behavior more deeply.
2. Unlock the psychology driving shopper behavior.
3. Integrate this data to achieve shopper intimacy.
4. Identify and implement intimacy-driven strategies.
5. Measure and track your success.
Chapter 1: REAP (Retail Ecosystem Analytics Process) 7
Chapter 2: Measuring Marketing at Retail in Supermarkets 25
Chapter 3: Measuring Marketing at Retail in Convenience Stores 43
Chapter 4: Measuring Marketing at Retail in Drug Stores 63
Chapter 5: Establishing In-Store Marketing Measures 79
Chapter 6: Capturing Shopping Dynamics in Store 101
Chapter 7: Shopper Models 125
Chapter 8: Decision Drivers 146
Chapter 9: Online Retailing 197
Chapter 10: Measuring Return on Investment 215