The essential handbook to the core topics of shopper marketing enlightened by current research and driven by practical experience.
Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone.
Taking in five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, Retail Marketing Strategy answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activity, helping to make sense of trends and build effective strategy. Guidance is based throughout on neuromarketing research, providing a clear framework for building in experiential elements such as scent or music into the retail environment to really engage with consumers on an emotional level.
If you are a marketing, branding or supply chain professional working in retail seeking straightforward and research-driven techniques for building lasting customer loyalty, or you are responsible for driving retail strategy in your organization, let Retail Marketing Strategy be your guide.
A great handbook for many of the marketing professionals in the industry. It clearly outlines what strategies can be applied by retailers and manufacturers to make their shoppers happy, a concept that is often overlooked in the marketing mix. The passion of the author and his practical experience in retail marketing and shopper insights truly make this an invaluable read.
Marc Schroeder, SVP Global Nutrition, PepsiCo
In this eminently readable book, Berkhout skilfully combines academic research and his own vast experience in retail marketing to provide a wealth of actionable insights for retail marketers. Retail marketers should heed his call to augment intuition with data to make fact-driven decisions.
Jan-Benedict E.M. Steenkamp, Massey Distinguished Professor of Marketing and Marketing Area Chairman, Kenan-Flagler Business School, UNC-Chapel Hill, USA
Constant has written a book that will be indispensable to both in-retail professionals at all levels but also to their suppliers....There is an admirable wealth of detail from a range of industries and from many continents.
Andrew Seth, former CEO of Lever Brothers and co-author of The Grocers
Constant does a great job dispelling many myths that exist around shopping behavior that everyone assumes are fact. The book comes to life with many real world examples from across retailer and categories that can be easily applied whether you are a retailer or a manufacturer. It gets your mind thinking about what you could do differently to influence the shopper and drive better results.
Bob Nolan, Senior Vice President Insights & Analytics, ConAgra Foods
An accessible must-read for every professional in food and non-food retail, and everybody that wants to gain in-depth contemporary understanding of shopper behaviour. This book will provide all the needed insights to serve customers even better, create more shopper happiness and thus sell more, leading to a better and improved business tomorrow!
Hans van der Heyden, Vice President GrandVision
Shopper marketing and category management are made very accessible with this clear guide that is well underpinned through numerous illustrations and experiments, both from literature as from the author's wide own experience.... I particularly enjoyed the suggestion to move from gut feel to fact-based decision making, and this from (easy) pilots and experiments to (more advanced) big data analyses.
Jeroen Van de Broek, Director Category Development, Maxeda DIY Group
Constant explains why and how to operate in multiple channels and to consider the emotional and experiential needs of consumers (who are not as rational and price-driven as retailers think they are). Important scientific studies and principles are illustrated with excellent examples from Constant's extensive retail experience. This book enables retailers to make data-driven decisions and thus catch up, and even surpass the current leaders in their field.
Koen Pauwels, Professor of Marketing at Ozyegin University and Honorary Professor at University of Groningen
Constant Berkhout is a passionate practitioner of retail marketing and shopper insights. As Founder and Owner of Rijnbrug Advies, a consultancy based in the Netherlands, and based on more than twenty years' experience at major companies including Ahold, De Boer Winkelbedrijven, Kraft Foods, Gillette/P&G and PepsiCo, he develops new ways to grow retail categories and connect with the shopper for a diverse range of food, non-food and supplier clients.
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