Inside the Mind of the Shopper

Name: Inside the Mind of the Shopper
Author: Herb Sorensen

The Science of Retailing

Paperback Engels 2016 9780134308920

Verwachte levertijd ongeveer 9 werkdagen

44,14

In winkelwagen

Samenvatting

What do you really do when you shop? The answers are fascinating and, for retailers, they're cash in the bank. In Inside the Mind of the Shopper, world-renowned retail consultant Dr. Herb Sorensen, Ph.D. uncovers the truth about the retail shopper and rips away the myths and mistakes that lead retailers to miss their greatest opportunities. Every year, says Sorensen, shoppers will spend a quadrillion seconds in supermarkets and they'll waste 80% of that time. Drawing on Sorensen's breakthrough second-by-second analysis of millions of shopping trips, this book reveals how consumers actually behave, move, and make buying decisions as they move through supermarkets and other retail stores. Sorensen presents powerful, tested strategies for designing more effective stores, improving merchandising, and driving double-digit sales increases. He identifies simple interventions that can have dramatic sales effects, and shows why many common strategies simply don't work. You'll learn how to appeal to the "quick trip" shopper; make the most of all three "moments of truth"; understand consumers' powerful in-store migration patterns; improve collaboration between manufacturers and retailers; learn the lessons of Stew Leonard's and other innovators; and much more. Then, in Part II, Sorensen presents revealing interviews with several leading in-store retail experts, including crucial insights on using technology and retailing to multicultural communities.

Specificaties

ISBN13:9780134308920

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

Hoofdrubriek:Reclame en verkoop, Economie

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Schrijf een recensie

Uw cijfer

?

Log in om te stemmen

Inhoudsopgave

Preface: Who Is #1?     xxix Introduction     1 Bidirectional Search     2 Products/Shoppers Competition     3 Open Space Actually Attracts Shoppers—Think Navigation!     5 Review Questions     10 Endnotes     10 PART I:  TOWARD TOTAL CONVERGENCE OF BRICKS-AND-MORTAR AND ONLINE RETAILING Chapter 1  How We Got Here and Where We Are Going     15 What Is Selling?     16 Selling Requires a Salesperson, Not a Retailer     17 SELLING: Focus on the Big Head of What the Shopper Wants to Buy     18 Stop Shouting at Your Shoppers     21 How We Got This Way     25     Early Shopping in America     26     The Birth of Self-Service Retail     26 Can Selling Make a Comeback in the Twenty-first Century?     32 The Four Dimensions of Purchasing     33     Now! Purchases (Advantage—Bricks Retail)     35     Surprise/Delight Purchases (Advantage—Bricks Retail)      36     Routine/Autopilot Purchases (Advantage—Online Retail)      37     Frustration/Angst Purchases (Advantage—Online Retail)          37 Where Is Selling Going?     37 The Selling Prescription     40 The Shopper’s Ideal Self-Service Retail Experience     41 What Does the Ideal Self-Service Retail Store of the Future Look Like?     42     The Dark Store     43     Step-by-Step     44 The Ever-Changing Retail Landscape Favors an Evolving Retailer Species     46 Review Questions     47 Endnotes     48 Chapter 2  Transitioning Retailers from Passive to Active Mode (by Mark Heckman)     49 Passive Merchandising No Longer Suffices in a Shopper-Driven World     50 The Journey to Active Retailing and the Five Vital Tenets of Active Retailing     51 The Five Vital Tenets of Active Retailing     52 Tenet 1: Measure and Manage the Shopper’s Time in the Store     53 A Shopper’s Time Should Be as Important to the Retailer as It Is to the Shopper!     55 Wasted Days and Wasted Nights     57 Implications for Active Retailing     58 Steps for Managing Shoppers’ Time in Store     58 Tenet 2: Focus on the Big Head     59 Implications for Active Retailing     61 Retailers Attempting to Manipulate or Extend a Shopper’s Trip Are on a Fool’s Errand     62 Steps in Managing the Big Head     63 Tenet 3: Assist Shoppers as They Navigate the Store     63 Mr. Retailer, Tear Down This Wall!     66 Implications for Active Retailing     67 Activating the Dominant Path     68 Steps in Assisting Shoppers as They Navigate the Store     71 Tenet 4: Sell Sequentially     71 What Comes First, The Chicken or the Egg?     72 Does the Order of Things Matter?     72 Implications for Active Retailing     73 Steps for Sequential Selling     76 Tenet 5: Managing the Long Tail     76 So Where Does This Leave the Tens of Thousands of Other Items That Populate the Shelves of the Store?     77 “Nobody Goes There Anymore. It’s Too Crowded”—Yogi Berra     77 Implications for Active Retailing     79 Steps in Managing the Long Tail     81 A Passing Thought about the Role of Displays in Active Retailing     82 Closing Thoughts     82 Review Questions     83 Endnotes     83 Chapter 3  Selling Like Amazon Online and in Bricks Stores     85 Amazon Selling Online     87     Amazon Point of Focus #1: Navigation—Simple and Fast     88     Amazon Focus: Selection     89     Amazon Focus #2: Immediate Close     90     Amazon Focus #3: Affinity Sales and Crowd-Social Marketing     91     Amazon Focus #4: Reaching into the Long Tail     93     Amazon Focus #5: Info, Info, Info     94 Amazonian Selling in Bricks Stores     95     Amazonian Bricks Focus #1: Navigation—Simple and Fast     96     Amazonian Bricks Focus: Selection     101     Amazonian Bricks Focus #2: Immediate Close101     Amazonian Bricks Focus #3: Affinity Sales/Crowd-Social Marketing     104     Amazonian Bricks Focus #4: Reaching into the Long Tail106     Amazonian Bricks Focus #5: Info, Info, Info    107 Review Questions     112 Endnotes    113 Chapter 4  Integrating Online and Offline Retailing: An Interview with Peter Fader and Wendy Moe     115 How Did the Internet Change the Study of Shopping Behavior?     116 In What Way Are the Online and Offline Patterns Similar?     117 How Are Paths in the Supermarket Similar to Paths Online?     119 Can Online Retailers Learn from Offline Shopper Behavior?     119 Tell Me about What You’ve Found Out about Crowd Behavior?     120 What Have You Learned about Licensing and Sequencing—Such as the Purchase of Vice Items After Virtue Items?     120 What Have You Found Out about the Pace of the Shopping Trip?     121 What Have You Learned about Shopping Momentum?     122 What Have You Learned about the Role of Variety in Shopping?      122 What Have You Learned about Efficiency? Is It Better to Allow Shoppers to Get Quickly In and Out of the Store, or Should Retailers Try to Prolong the Trip?     123 This Raises the Question of Whether Shoppers Are in the Store for Utilitarian Reasons Alone or If They Are Interested in an Experience. What Is the Difference?     124 What Have You Learned so far about What Shoppers Are Looking for When They Go Online?     124 How Do Online Retailers Use These Insights about Shopper Visits?     125 This Captures the Whole Point of What We’ve Called “Active Retailing ” Online Is Leading Offline in This Area  How Does This Come into the Physical Store?     126 How Do Some of the Complex Forces of Shopping Behavior Play Out? Why Is There a Need for Better Modeling?     126 What Topics Are You Studying Now?     127 Review Questions     127 Endnotes     128 Chapter 5  The Coming Webby Store     129 The “Ideal” Sized Store     135 Review Questions     137 Endnotes     137 PART II:  GOING DEEPER INTO THE SHOPPER’S MIND Chapter 6  Long-Cycle Purchasing (by James Sorensen)     141 Higher Cost Leads to Anxiety and Indecision     142 Longer Shopping Process     143 Long-Cycle Purchasing     143     A Word about Building Desire     144     Wish     145     Want     145     Need     145     Got     146 The Shopper Engagement Spectrum     147 Speeding the Shopper along the Path-to-Purchase: First Build Desire and Facilitate the Tipping Point     149     Life Changes     150     Product Benefits     150     Ability to Pay     150 The Shopper’s Journey     151     Early in the Shopping Journey     151     Educate     151     Late in the Shopping Journey     152     Validating Choice     152     Complete the Transaction     153     Mobile     153     Again, the Sales Associate Is Key to Closing the Sale and Completing the Transaction     153     Conclusion     153 Review Questions     154 Endnotes     154 Chapter 7  The Quick-Trip Paradox: An Interview with Mike Twitty     155 How Do You Define a Quick Trip?     155 Why Do Shoppers Make So Many Quick Trips?     158 How Do Pre-store Decisions Affect the Quick Trip?      160 What Factors Do Consumers Consider in Deciding Where and How to Shop?     160 How Do Consumers Think about Shopping Trips?      161 What Did You Learn from This Research?      162 How Could It Be that Even Warehouse Clubs and Supercenters—Whose Design so Strongly Encourages Stock-up Shopping—Receive More Quick Trips than Stock-up or Fill-in Trips?     164 Given that Quick Trips Account for Two-thirds of Shopping Trips, How Can Retailers and Manufacturers Cater to these Shoppers?     165 What Is the Quick-trip Paradox?      165 Given this Paradox, How Can Retailers and Manufacturers Capitalize on the Quick Trip?      166 Could the Shoppers’ Motives for Making the Trip Offer Insights into the Best Assortment to Offer?      168 How Can Retailers Best Meet the Needs of Quick-Trip Shoppers?     168 What Are the Implications for Retailers and Manufacturers?     170 Review Questions     171 Endnotes     172 Chapter 8  Three Moments of Truth and Three Currencies     173 Moments of Truth     177 Seeing the Truth: Eyes Are Windows to the Shopper     178 Reach: Impressions and Exposures     182 Stopping Power (and Holding Power)     188 Closing Power     189 Three Currencies of Shopping: Money, Time, and Angst     190     Time     191     Angst: A Vague and Unpleasant Emotion     194 A Complex Optimization     195 Review Questions     196 Endnotes     197 Chapter 9  In-Store Migration Patterns: Where Shoppers Go and What They Do     199 If You Stock It, They Will Come     201 Understanding Shopper Behavior     204 First Impressions: The Entrance     206 Shopper Direction: Establishing a Dominant Path for the Elephant Herds     207 The Checkout Magnet     210 Products Hardly Ever Dictate Shopper Traffic—Open Space Does     211     Open Space Attracts: The Call of the Open Aisle     212     The Great Pyramids     215     New Angles     216 Managing the Two Stores     219 Five Store Designs     221     The Enhanced Perimeter     222     The Inverted Perimeter     223     The Serpentine Design     225     The Compound Store     225     The Big Head Store     226 Where the Rubber Meets the Linoleum     227 Review Questions     227 Endnotes     228 PART III:  CONCLUSIONS Chapter 10  Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog     231 Where the Money Is in Retail     232 Massive Amounts of Data     234 Shifting Relationships     235 A Refreshing Change: Working Together to Sweeten Sales     237 Beyond Category Management     238 A New Era of Active Retailing: Total Store Management     239 Pitching a Category’s Emotional Tone More Precisely     245 Retailers Control Reach     246 The Urgent Need for Retailing Evolution     248 Review Questions     251 Endnotes     252 Chapter 11  Conclusion Game-Changing Retail: A Manifesto     253 The Package Is the Brand’s Ambassador     258 Review Questions     260 Afterword     261 Index     267