Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale

Overview

Shopper Marketing explores the subject of focused marketing initiatives aimed at browsers and shoppers who are in-store and can be influenced in their final buying decisions. Now with a new foreword by Philip Kotler this second edition features 12 brand new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. 

Written by 35 experts from top ...

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Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale

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Overview

Shopper Marketing explores the subject of focused marketing initiatives aimed at browsers and shoppers who are in-store and can be influenced in their final buying decisions. Now with a new foreword by Philip Kotler this second edition features 12 brand new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. 

Written by 35 experts from top companies around the world including dunnhumbyUSA, Millward Brown, Tesco’s Fresh & Easy, MARS Advertising, Nestlé and author, CEO and president of Envirosell, Paco Underhilll, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase. 

Surveys point out that shopper marketing is growing even faster than internet advertising and research has indicated that: 

· at least 70% of brand choices are made in the store 
· over two-thirds of purchase decisions are not planned in advance 
· only 5% of shoppers are loyal to one brand within a product group 

Providing practical advice about shopper needs and trends, retail environments, shopper marketing strategies and much more, this accessible title is a must-have for all marketing, sales and retail practitioners, as well as students of sales and marketing.

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Editorial Reviews

From the Publisher
"A fantastic read - no matter who you are in the organization." —Darren Marshall, Vice President, Global Customer & Shopper Marketing, The Coca Cola Company  

"[T]he book does a good job of providing different conceptual frameworks for extending shopper marketing practices across many retail segments, offline and online." —Brick Meets Click

Praise for the previous edition: 

Selected as one of the Top 30 Business Books of 2010 by Soundview Executive Book Summaries

"If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." —Roger Dooley, Neurosciencemarketing.com 

"A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." —Soundview Executive Book Summaries 

"An impressive lineup of 35 contributors." —Bill Schober, editorial director at In-Store Marketing Institute

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Product Details

  • ISBN-13: 9780749464714
  • Publisher: Kogan Page, Ltd.
  • Publication date: 4/28/2012
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 296
  • Sales rank: 738,344
  • Product dimensions: 6.20 (w) x 9.40 (h) x 1.10 (d)

Meet the Author

Written by 35 experts from around the world and edited by Markus Stahlberg, CEO and Ville Maila, Planning Director, Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe and is the global leader in package promotions with more than 40 offices in over 40 countries.

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Table of Contents

 
Introduction

Part One Definition: what is shopper marketing?
1. Science of shopping  Paco Underhill, Envirosell
2. Point of view on shopper marketing Gordon Pincott, Millward Brown
3. Shopper marketing: the discipline, the approach Jim Lucas, Draftfcb
4. Seven steps towards effective shopper marketing Luc Desmedt, LD & Co
5. Bringing shopper into category management Brian Harris, Partnering Group
6. Science of shopping Gopi Krishnaswamy, Insight Instore
7. Illogic inside the mind of the shopper Michael Sansolo, Progressive Grocer
8. For shoppers there’s no place like home Harvey Hartman, The Hartman Group
9. The three shopping currencies Herb Sorensen, TNS Global
10. The shopping motives of Chinese shoppers Kevin Mu, U-SYS Sales and Marketing

Part Two Strategy: how to approach
11. Connecting, engaging and exciting shoppers Michael Morrison, Monash University (Australia) and Meg Mundell, researcher (Australia)
12. Tailing your shoppers: retailing for the future AnnaMaria M Turano, MCAworks
13. Retail media: a catalyst for shopper marketing Gwen Morrison, The Store
14. Integrated communications planning for shopper marketing David Sommer, MEC Retail
15. The conversion model for shopper research Clemens Steckner, g/d/p Research Group
16. Internalization of shopper marketing Ville Maila, Phenomena Group
17. Ensuring your brand gets on the shopping list Robert Levy, BrandSpark International
18. Bridging gaps: retail in the emerging Indian market Dheeraj Sinha, Bates
19. The missing link: turning shopper insight into practice Toon van Galen, Ratera & van Galen 
20. Capitalize on unrealized demand among shoppers Al Wittemen, TracyLocke
21. Shopper promotions: what can marketers learn from price discounts Markus Stahlberg, Phenomena Group
22. Marketing as a crucial part of retailer partnership Antti Syvaniemi, K-Plus Ltd
23. Touching the elephant Chris Hoyt, Hoyt & Company
24. Future shock Ken Barnett, MARS Advertising
25. Shopper marketing’s true potential Dan Flint, Shopper Marketing Forum, University of Tennessee
26. Putting the shopper in your shopper marketing strategy Matt Nitzberg, dunnhumbyUSA

Part Three What is shopper marketing in action?
27. Improving shopper marketing profitability with innovative promotions Markus Stahlberg
28. The circle of shopper marketing mechanization Dick Blatt, Planar World Consulting
29. Nestle Rossiya, Russia Lubov Kelbakh, Nestle Russia
30. Connected shoppers are here, now – but how do you connect with them? Jason Rogers, Catapult
31. Tesco Fresh & Easy, USA Simon Uwins, Tesco Fresh & Easy
32. Shopper-oriented pricing strategies Jon Hauptman, Willard Bishop
33. Packaging can be your best investment Russ Napolitano, Wallace Church, Inc.
34. The real power brands in the digital world: what marketers must know about the online shopping decision process Juliano Marcilio, Experian Marketing Services
35. “Too many choices” – and their implications for package design Scott Young, Perception Research Services International
36. Maximizing ROI of package promotions Ville Maila

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Sort by: Showing 1 Customer Reviews
  • Posted August 23, 2010

    more from this reviewer

    At last, marketing gets around to the shopper

    Shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work? Marketing consultants and editors Markus Ståhlberg and Ville Maila, and 35 other shopper-marketing experts, offer almost three dozen essays that detail how this tactic works, outline its benefits and explain how to implement it. getAbstract strongly recommends this definitive shopper-marketing resource. Its mix of savvy insights and suggestions from those on the front lines of retailing will appeal to product and brand managers, packaging experts, display designers, merchandising specialists, retail and manufacturing marketing and sales executives, as well as students of marketing, merchandising and selling.

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