Inside the Mind of the Shopper : The Science of Retailing
معرفی کتاب «Inside the Mind of the Shopper : The Science of Retailing» نوشتهٔ Herb Sorensen، منتشرشده توسط نشر Financial Times/ Prentice Hall در سال 2009. این کتاب در فرمت pdf، زبان انگلیسی ارائه شده است.
How Today’s Shoppers Really Think, Behave, and Buy:
Breakthrough Insights for Creating High-Profit Retail Experiences!
“Inside the Mind of the Shopper is the preeminent handbook for any marketer or retailer seeking to understand why people do what they do when they shop. Armed with the knowledge in this book, marketers and retailers can work together to predict how shoppers will respond (or not!) to package and label design, selling messages, shelf plans, and the entire retail space.”
–Matt Ohligschlager, Senior Manager, Consumer and Market Knowledge, Procter & Gamble
“From his 40 years of observing shoppers, Herb Sorensen has given us the gift of understanding shoppers. Now, we clearly see that the store layouts merchants want are not what shoppers want. On the ground, managers THINK they know their shoppers, but anyone who follows Herb’s handbook on shopper insights will know them a lot better.”
–Joel Rubinson, Chief Research Officer, The Advertising Research Foundation
Today, improving the effectiveness of the retail experience is no longer an option: It’s a matter of survival–and nobody knows more about doing that than Herb Sorensen. That’s because Sorensen understands your customer’s in-store behavior better than anyone else on earth.
Now, drawing on microscopic analysis of millions of shopping trips, Sorensen reveals exactly what your customers are thinking, why they behave as they do, and how to reshape stores to deliver truly remarkable results.
You’ll discover how to drive more profit from the “quick trip”...the three “moments oftruth” in every shopping event...customer “migration patterns” within the store...and how to use “active retailing” to place products precisely where they’ll do best.
Publishers Weekly
Sorensen has made a career out of studying the way consumers behave in supermarkets. His research into their behavioral patterns includes inventing PathTracker, a system that tracks the motions of shopping carts and fitting test shoppers with specially designed glasses that record their field of vision every 3/25ths of a second, telling him exactly what they are looking at and for how long. It turns out there are three different groups of shopping excursions-quick trips, fill-ins and stockups-and Sorenson studies shoppers by behavior, rather than demographic. He exhorts retailers to forget the old system of making the shopper walk through a store, hoping they'll make impulse buys; instead, get them buying as quickly as possible and build momentum by putting products-particularly high frequency purchase items-directly in their paths. He cites such stores as Stew Leonard and Tesco as taking full advantage of new shopper research and provides interesting studies to back up his claims. While vastly informative-even from a sociological standpoint-the book comes across as too theoretical and academic for the general reader. (June)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. Cover Contents Author’s Notes and Acknowledgments About the Author Preface Introduction: Twenty Million Opportunities to Buy Twenty Million Seconds: Shopper Time Is Mostly Wasted Time Is Money: Shopper Seconds per Dollar Leaving Money in the Aisles: The $80 Million Question Planning Our Trip Shopping Serengeti Endnotes PART I: Active Retailing Chapter 1 The Quick Trip: Eighty Percent of Shopper Time Is Wasted Three Shoppers: Quick Trip, Fill-In, and Stock-Up Rise of the Small Store Perils of Promotion The Big Head and Long Tail Heads You Win The Communal Pantry Layered Merchandising The Right Paths for the Right Shoppers Purchase Modes and Selection Paradigm Spending Faster Conclusion: Dual Chaos Endnotes Chapter 2 Three Moments of Truth and Three Currencies Moments of Truth Seeing the Truth: Eyes Are Windows to the Shopper Reach: Impressions and Exposures Stopping Power (and Holding Power) Closing Power Three Currencies of Shopping: Money, Time, and Angst A Complex Optimization Endnotes Chapter 3 In-Store Migration Patterns: Where Shoppers Go and What They Do If You Stock It, They Will Come Understanding Shopper Behavior First Impressions: The Entrance Shopper Direction: Elephant Herds The Checkout Magnet Products Hardly Ever Dictate Shopper Traffic—Open Space Does Managing the Two Stores Five Store Designs Where the Rubber Meets the Linoleum Endnotes Chapter 4 Active Retailing: Putting Products into the Path of Shoppers Active Retailing Put the Right Products in the Path of Customers Double ConversionTM: Converting Visitors to Shoppers to Buyers Packaging Must Play the Starring Role Holding Power—How Long Is Long Enough? Stopping and Closing Power: VitalQuadrantTM Analysis Playing the Niche Good Is the Enemy of the Great Endnotes Chapter 5 Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog Where the Money Is in Retail Massive Amounts of Data Shifting Relationships A Refreshing Change: Working Together to Sweeten Sales Beyond Category Management A New Era of Active Retailing: Total Store Management Pitching a Category’s Emotional Tone More Precisely Retailers Control Reach The Urgent Need for Retailing Evolution Endnotes PART II: Going Deeper into the Shopper’s Mind Chapter 6 The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty Endnotes Chapter 7 Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) Endnotes Chapter 8 Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural Endnotes Chapter 9 Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets PART III: Conclusions Chapter 10 The Internet Goes Shopping Entering the VideoCart Age Cell Phone Invasion Implications for Retailers and Brand Owners The Power of Model Makers The Model Business A Fivefold Increase Endnotes Chapter 11 Game-Changing Retail: A Manifesto PART IV: Appendix Appendix: Views on the World of Shoppers, Retailers, and Brands Excerpts from “Views from the Hills of Kentucky” by Robert Stevens Index A B C D E F G H I J-K L M N O P Q R S T U V W-X-Y-Z How Today's Shoppers Really Think, Behave, and Buy: Breakthrough Insights for Creating High-Profit Retail Experiences! "Inside the Mind of the Shopper is the preeminent handbook for any marketer or retailer seeking to understand why people do what they do when they shop. Armed with the knowledge in this book, marketers and retailers can work together to predict how shoppers will respond (or not!) to package and label design, selling messages, shelf plans, and the entire retail space."--Matt Ohligschlager, Senior Manager, Consumer and Market Knowledge, Procter & Gamble "From his 40 years of observing shoppers, Herb Sorensen has given us the gift of understanding shoppers. Now, we clearly see that the store layouts merchants want are not what shoppers want. On the ground, managers THINK they know their shoppers, but anyone who follows Herb's handbook on shopper insights will know them a lot better."--Joel Rubinson, Chief Research Officer, The Advertising Research Foundation Today, improving the effectiveness of the retail experience is no longer an option: It's a matter of survival--and nobody knows more about doing that than Herb Sorensen. That's because Sorensen understands your customer's in-store behavior better than anyone else on earth. Now, drawing on microscopic analysis of millions of shopping trips, Sorensen reveals exactly what your customers are thinking, why they behave as they do, and how to reshape stores to deliver truly remarkable results. You'll discover how to drive more profit from the "quick trip" ... the three "moments of truth" in every shopping event ... customer "migration patterns" within the store ... and how to use "active retailing" to place products precisely where they'll do best 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: The Science of Retailing," 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. Sorensen analyzes consumer behavior how shoppers make buying decisions as they move through supermarkets and other retail stores and 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." 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: The Science of Retailing, 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. Sorensen analyzes consumer behavior-how shoppers make buying decisions as they move through supermarkets and other retail stores-and 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 The quick trip : eighty percent of shopper time is wasted Three moments of truth and three currencies In-store migration patterns : where shoppers go and what they do Active retailing : putting products into the path of shoppers Brands, retailers and shoppers : why the long tail is wagging the dog The quick trip paradox : an interview with Unilever's Mike Twitty Integrating online and offline retailing : an interview with Professor Peter Fader (the Wharton School) and Wendy Moe (University of Maryland) Multicultural retailing : an interview with Emil Morales, senior vice president of TNS Multicultural Insights into action: a retailer responds : an interview with Mark Heckman of Marsh Supermarkets Conclusion : the internet goes shopping. In this book, the author uncovers the truth about the retail shopper and rips away the myths and mistakes that lead retailers to miss their greatest opportunities. He reveals how consumers actually behave, move and make buying decisions. He presents powerful, tested strategies for increasing sales and designing more effective stores