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The Science of Shopping

How Psychology and Innovation Create a Winning Retail Strategy

Understand the psychological, technological and strategic elements behind creating engaging shopper experiences that drive retail growth.

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EAN: 9781398620469

Edition: 1

Published: 03 Jun 2025

Format: 234 x 156

280 pages

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About the book

Looking to understand the science behind modern shopping and lead retail innovation?

The Science of Shopping is a practical and aspirational guide for mid-career retail professionals ready to develop strategies that drive growth and customer engagement, written by global consumer expert and multi-award-winning business consultant Kate Hardcastle. This book offers actionable tools to help you apply psychological, technological and strategic insights to today's retail landscape.

You'll learn how to:
- Develop strategies based on consumer psychology and social influences
- Implement AI-driven personalization to enhance customer experiences
- Optimize pricing and create cohesive omnichannel shopping environments
- Apply frameworks to design immersive retail experiences that resonate

Packed with real-world examples from leading brands including Selfridges, Aldi and Primark and expert guidance, this book equips you to build credibility and impact your career by transforming retail approaches for the future.

Themes include: Consumer behaviour, retail strategy, AI personalization, omnichannel retail, customer engagement, career development

About the authors

Kate Hardcastle is a multi-award-winning international consumer expert, broadcaster and commentator based in London, UK. With over 20 years' experience in consumer behaviour and retail, she works with some of the world's biggest brands and in 2018 was awarded an MBE for services to business and entrepreneurship. She appears regularly on the BBC, ITV, Channel 4 and Sky News, as well as in Forbes and the Financial Times, and presents at events including the Financial Times Retail Summit, Retail World Congress, The Retail Summit UAE, Shop Talk Las Vegas, The Tech Show and Ideal Home Show.

Kate Hardcastle

- Chapter - 01: The evolution of retail;
- Chapter - 02: The psychology of shopping;
- Chapter - 03: Mastering the digital landscape of e-commerce;
- Chapter - 04: Redefining retail in the age of technology;
- Chapter - 05: Retail spaces, evolving places;
- Chapter - 06: Roll up, roll up ! this is retail theatre;
- Chapter - 07: The art of shopping perception;
- Chapter - 08: Goldilocks and the pricing strategy;
- Chapter - 09: Mastering promotional strategies to boost sales;
- Chapter - 10: It’s time for you to check out…;
- Chapter - 11: Conclusion;

Reviews

Publisher's Weekly

Kate Hardcastle's Buyerarchy of Needs explores the complex motivations behind purchasing behaviours. She also provides astute psychological insight into creative sales strategies that successfully demystify the consumer mindset.

Mike Stagg, Business advisor and former executive at Unilever, Coca-Cola and Disney

Kate Hardcastle advises some of the world's biggest brands, retailers and most importantly shoppers.

In this book, Kate's first, she explores the ever-changing retail landscape, the evolution of retail over the years and the impact of technology on consumer behaviour.

She concludes that in a fast-moving environment, charged by Digitisation and Artificial Intelligence that the ultimate Differentiator for retail success, is, as it always has been, the Human Touch.

Phil Williams, Broadcaster BBC

Nobody understands retail like Kate. This book blends deep consumer psychology with shopping Street Smarts. Add to Basket immediately...whether you're a buyer or a seller.

Hannah Cockroft OBE, DL 7 x Paralympian champion & broadcaster

Kate's knowledge of the retail world is second to none. Having worked with some of the biggest worldwide brands, her meticulous research, communication and passion is admirable. We can all learn so much from Kate, whether it's about the consumer lead world or simply how to shop smarter.

Natasha Hatherall Shawe - Founder & CEO TishTash UAE, Brand Publicist & Writer

Kate Hardcastle MBE is one of the leading voices in retail and consumer engagement of our time. This book is the result of more than 20 years working in the factories, on the shop floor and in the boardrooms of many of the best-known businesses and brands today. Kate walks the walk and talks the talk and this is a must-read book for anyone wanting to truly understand their customers, improve their business, drive sales and growth.

Katy Hill, High Performance Coach & Broadcaster

The Science of Shopping is a powerful insight into how we buy, why we're drawn in, and what really drives our choices! Kate Hardcastle blends deep consumer psychology with everyday relevance - it's compelling, clever and a must-read for anyone who shops... or sells. I particularly love the key takeaways at the end of each chapter which illustrate the personal USP Kate has for simplifying to amplify!

Neal Mernock, Strategist, Mentor and NED, Inmarco Ltd

It's rare that you work with someone who is a strategist but who also pays attention to detail, whilst at the same time thinking big and also being very creative.

Kate has a passion for always doing the absolute best for the company, and her need to have meaningful insight into what were the key trends in the marketplace, made it very obvious to me what she would do next.

Since then I have been proud to watch her career progress in the public domain, where she always has valid opinions to share and is still prepared to challenge the norm, and as such I think this book can become compulsory reading for both marketers and consumers in general.

Amanda Byram, Broadcaster, Author and Wellbeing Expert

A powerful reminder that shopping isn't just about stuff-it's about how we live, how we feel, and what we value. Kate Hardcastle brings humanity and clarity to a world that often overwhelms. A must-read for anyone who wants to shop-and live-with greater intention.

Katharina Sutch, Director, Shopper Insights, Markets and Channels Business Partnering LEGO

Kate's book is an expert deep dive into the art of storytelling at retail, emphasizing the importance of human connections in retail strategies by putting Shoppers first to secure success. If you are looking to understand how Shoppers think, feel, act & convert at retail, The Science of Shopping is a must read

Kate Hardcastle's Buyerarchy of Needs explores the complex motivations behind purchasing behaviours. She also provides astute psychological insight into creative sales strategies that successfully demystify the consumer mindset.
Publisher's Weekly

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