Retail marketing strategy : delivering shopper delight / Constant Berkhout.

Includes bibliographies and index.

"Retail operated comfortably for years using concepts governing physical retail environments. However, change has taken place across all retail sectors, brought on by the internet and social media; it is now necessary to adopt customer-driven strategies based on a multi-channel environment to remain competitive and relevant. Retail Marketing Strategy bases shopper marketing strategy on customer insights, resulting in elevated consumer satisfaction and a more effective shopping environment. Using five key elements, author Constant Berkhout presents solutions to questions in retail, including how to innovate, how to develop new ways to interact with customers across multiple channels, and how to replicate online success stories. He offers guidance on collating and interpreting data generated in shopper activity to help make sense of trends and to build effective strategy and incorporating experiential elements to thoroughly engage with consumers on an emotional level. "--

"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"--

01 Delivering shopper happiness -- 02 The myth of impulse purchasing -- 03 Tapping into irrational shopper behaviour -- 04 Understanding the shopper brain through neuro research -- 05 Channel preference -- 06 What the shopper wants from online shopping channels -- 07 Getting your assortment right -- 08 Really making loyalty card programmes work -- 09 Making big data digestible -- 10 The unstoppable growth of private labels and opportunities for A-brands -- 11 The unexplainable effect of music -- 12 Can scents work wonders? -- 13 Self-scanning is more than savings -- 14 The birth of category management -- 15 True customer understanding -- 16 Shopper marketing -- 17 Retailers in action to increase shopper happiness.

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