 | Shopper Marketing: How To Increase Purchase Decisions At The Point Of Sale From Kogan Page
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Product Description
New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. According to a study by Deloitte, spending on shopper marketing has doubled since 2004. Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units.
This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].
- Amazon Sales Rank: #100779 in Books
- Published on: 2010-02-28
- Original language: English
- Number of items: 1
- Dimensions: 9.75" h x 6.50" w x 1.00" l, 1.37 pounds
- Binding: Hardcover
- 240 pages
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Most helpful customer reviews
7 of 9 people found the following review helpful.To increase your sales, Shopper Marketing is the key
By Ruokonen Janne
Brands are chosen at the point of purchase and that's where you need to focus your marketing efforts. You can invest a lot of money on advertising and brand awareness, only to see the competition lure the consumer away at the last minute with clever packaging and cost efficient promotions! This is the key message of the Shopper Marketing book, driven home with facts and studies about real consumer behavior.
If you want to get smart about your marketing investments, you cannot ignore the power of shopper marketing strategies. Shopper Marketing provides you with the understanding and practical toolbox to improve your sales.
But what is Shopper Marketing? It is a relatively unknown area of marketing with the purpose of converting shoppers into buyers the very moment they make the purchase decision - at the point of purchase on the shop-floor of a supermarket or a convenience store, for example. Since consumers make most of the purchase decisions in the store, Shopper Marketing with its various promotional strategies and innovative tactics has a huge impact on which brands the consumers actually end up choosing.
With over thirty contributors, covering complete span from strategy to implementation, the Shopper Marketing book is destined to become the standard reference work on this new field of marketing.
2 of 2 people found the following review helpful.
Needed a lot more polish and vision
By Edward E. Rigdon
There are probably some gems scattered within the text of this book, but they are hard to find. The book is a collection of contributions from various consultants. You know how it goes . . . "shopper marketing" is a hot topic right now, just like "customer relationship management" was at one point, so consultants rush to re-label whatever they are doing so that it fits under the hot topic.
There seems to have been little quality control, beyond copyediting, and not much in the way of a unifying vision. If you really want to learn about "shopper marketing," like I did, you probably won't learn much from this volume. Even the section headed, "What is Shopper Marketing?" doesn't actually define shopper marketing. Overall, this volume was really a disapointment to me.
2 of 2 people found the following review helpful.
At last, marketing gets around to the shopper
By Rolf Dobelli
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.
http://astore.amazon.com/amazon-book-books-20/detail/0749457023
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