Shoppernomics : How to Shorten and Focus the Shoppers' Routes to Purchase

What happens from the moment the thought of a purchase occurs, to ownership, is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target - brand managers, agencies, retailers would give their eye teeth to know when to supply what message, in what order, by what means, to persuade 'the gatekeeper to the family budget' or the B2B buyer to part with their hard-earned money as they reach the point of sale. Shoppernomics is based heavily on facts and figures supplied by both US and UK researchers, it.;Cover; Contents; List of Figures and Tables; Preface; Introduction; Part I The Shopper Analysed; 1 Inside the Mind of the Shopper; 2 The Communication Canvas; 3 The Customer -- Who Are They?; 4 Communicating with the Shopper/Customer; 5 Getting the Message Across; 6 The Barriers to Purchase; Part II Communicating with the Shopper in the Future; 7 The Shopping Mission; 8 Out of Store; 9 On the Way to the Store; 10 In the Store, On the Website; 11 In the Store -- Managing and Selecting Promotion Techniques; 12 After Purchase; 13 Dare to Be Different.

The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial.

The sales and marketing challenge is what to say, and where to say it.

Shoppernomics, based on research and case studies from US and UK, examines the path taken by the potential buyer. The authors describe the key drivers and barriers on the journey to purchase. They identify the need to get key messages, key partners and key media all working together, and a framework for success.

The authors challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment.

Shoppernomics provides the manual for achieving successful companies serving happy and loyal customers, as the ultimate goal for manufacturers, retailers and brands. It reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale.

Shoppernomics is designed to deliver fast results for companies prepared to recognise that they are not perfect, and go the extra mile to find out why.

The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial. The sales and marketing challenge is what to say, and where to say it. Shoppernomics, based on research and case studies from US and UK, examines the path taken by the potential buyer. The authors describe the key drivers and barriers on the journey to purchase. They identify the need to get key messages, key partners and key media all working together, and a framework for success. The authors challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. Shoppernomics provides the manual for achieving successful companies serving happy and loyal customers, as the ultimate goal for manufacturers, retailers and brands. It reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. Shoppernomics is designed to deliver fast results for companies prepared to recognise that they are not perfect, and go the extra mile to find out why. Cover Contents List of Figures and Tables Preface Introduction Part I The Shopper Analysed 1 Inside the Mind of the Shopper 2 The Communication Canvas 3 The Customer -- Who Are They? 4 Communicating with the Shopper/Customer 5 Getting the Message Across 6 The Barriers to Purchase Part II Communicating with the Shopper in the Future 7 The Shopping Mission 8 Out of Store 9 On the Way to the Store 10 In the Store, On the Website 11 In the Store -- Managing and Selecting Promotion Techniques 12 After Purchase 13 Dare to Be Different. Part III What the Brand Manager, Retailer and Supplier Should Now Do14 How To Do It: Successful Approaches Dissected 15 The Shopper Marketing Organisation 16 Measuring Effectiveness 17 Researching the Consumer/Customer 'in Their Community' 18 Researching the Shoppers' In-Store Behaviour 19 Research from the Retail Side 20 Strategic Scenarios 21 The Future Prognosis of Shopping 22 Implementing the Changes Pragmatically Appendix Index. Based on research and case studies from the U.S. and U.K., the authors examine the paths taken by potential buyers. They describe the key drivers and barriers on the journey to purchase as well as identify the need to get key messages, key partners and key media all working together to create a framework for success. The authors also challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. This book reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. -- Edited summary from book What happens from the moment the thought of a purchase occurs - through to the ownership of the product - is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target, and brand managers, agencies and retailers would give their eye teeth to know what to do in order to enact the purchase thought process. This book explains some of the key principles which underpin the logic of consumer purchasing