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Author : NITISH. RAI. GUPTA
Publisher : Unknown
Page : 128 pages
File Size : 54,9 Mb
Release : 2016
Category : Electronic
ISBN : 9384052752
Author : Nitish Rai Gupta
Publisher : Bloomsbury Publishing
Page : 152 pages
File Size : 43,7 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9789384898106
What is the difference between a consumer and a shopper? Does your brand appeal to both of them? How does shopper behaviour differ from consumer behaviour? How important are 'channels' and 'retailers' in your brand's success? What is the science behind winning with shoppers and retailers? Shopper Marketing 101 successfully answers these questions and gives you a simple blue print that can help you make your brand plans such that you not only partner with the retail channel but also effectively win with the shopper. There are a plethora of books on marketing and branding today. However, there are not many books that can help your brand win in the retail space. This has become especially important today as retailers (brick and mortar as well as click and mortar) now have become powerful intermediaries and play a critical role in ensuring that your brand reaches its intended consumers via their shoppers. This book leverages real world examples and experiences to help you understand the basics of shopper marketing.
Author : Markus Ståhlberg,Ville Maila
Publisher : Kogan Page Publishers
Page : 295 pages
File Size : 50,9 Mb
Release : 2012-02-03
Category : Business & Economics
ISBN : 9780749464721
Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion. The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.
Author : F. M. Dade
Publisher : Unknown
Page : 166 pages
File Size : 44,7 Mb
Release : 2020-07-14
Category : Electronic
ISBN : 1733347283
The modern shopper marketer faces numerous tasks in their day-to-day, none more daunting than trying to navigate the ever-changing digital media landscape. It's easy for even the most knowledgeable marketer to get bogged down with the endless complexities and subtle nuances of the digital media space. There isn't a simple and easy way for shopper marketers to become digital media experts overnight. However, the truth is that you don't need to be an expert to execute expertly designed digital plans for your shopper marketing campaigns. Welcome to the Six Pillars Approach. F.M. Dade is an ad tech and shopper marketing veteran of nearly two decades. He has spent the majority of that time trying to cut through the clutter and noise in digital media and isolate what really matters for shopper marketers. Having been on both the client and vendor partner side, Dade brings a unique perspective to his approach to planning digital shopper marketing programs. With a focus on foundational elements such as data, technology, media, attribution, pricing, and past performance, the Six Pillars Approach is a tool that can help shopper marketers of all experience levels construct campaigns that ladder up to the primary objectives for your brand and retailer. The Six Pillars Approach has been helping shopper marketing professionals for years, let it help you. But here's what shopper marketing and digital marketing professionals are saying about the Six Pillars Approach "I've been involved in shopper marketing sales for over ten years and never have I found such an all-encompassing guide to help break down the numerous strategies that go into campaign execution. [This] should be required reading for anyone navigating the shopper marketing world." - MEREDITH WILLIAMS, Director of Digital Business Development - Retail Solutions, Inc. / Path-to-Purchase Institute Women of Excellence Honoree "Thanks to Mr. Dade for simplifying an overwhelming digital landscape with clear, concise advice with a touch of dry wit." - DARIN LEE, Director of Shopper Marketing - Waterloo Sparkling Water "The crash course goes beyond helping marketers...even those on the vendor or technology side gain valuable insights into the in-depth decision making process and buying requirements that create standout winners in the space." - BLAKE DECOLA, Senior Director, CPG and Shopper Marketing - Conversant Media "A fantastic read for any current or future shopper marketer. A very thoughtful approach that dives deeper into a shopper marketer's decision-making." - ZACHARY PLUNKETT, Client Development Director - Inmar "A must read for shopper marketers and sellers alike." - HUNTER POOLE, Account Executive - Chicory "Use [the Six Pillars] Approach and become a shopper marketing rock star!" - CHRIS W. TEN NAPEL, Partner - Northwest Media Partners
Author : Jan Hillesland
Publisher : Pearson Publications Company
Page : 0 pages
File Size : 47,8 Mb
Release : 2012-10
Category : Marketing
ISBN : 0273757393
Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail. The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice. The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.
Author : Paul Barnett
Publisher : Business Expert Press
Page : 265 pages
File Size : 54,7 Mb
Release : 2016-01-13
Category : Business & Economics
ISBN : 9781631573583
The book follows the story of the Big Beverage Company, a large multinational company, whose main source of profit is coffee. Their growth has stalled though in the face of increased competition from private label brands, and consumption shifts to different channels. As their growth has slowed so too the total categories, and so one afternoon their biggest retail customer, Shopmart, calls to ask for their help in getting the category growing again. This sets the Big Beverage Company and their management team on a journey from being a brand-focused business, to one that understands how a broader emphasis on the category and its shoppers can lead to greater growth for themselves and their retail partners.
Author : Shabbir Hossain
Publisher : Createspace Independent Publishing Platform
Page : 134 pages
File Size : 42,7 Mb
Release : 2016-05-03
Category : Electronic
ISBN : 153309117X
In last 25 years I have taken over many failing businesses, and each time I took them as a challenge to see if I could improve that business, I am happy to report that my success rate is around 85%. I take a time tested step by step marketing approach and make sure every steps are followed and completed. Some of which I have shared through my blog and podcast, but I have decided to summarize them all in this book so they are easy to find under one roof so to speak. In this book, I try to break down the anatomy of retail sales for you and look at five effective ways that you can increase your sales and boost profits consequently. After all, the more sales your business can make, the more profitable it will be for you right? How about if you can reduce your operational expenses at the same time? Would that bring extra net profit to your business? Sure they would. Let me show you the true, time tested and proven methods that can increase sales while reducing cost and spending, and if you remain consistent in your efforts, you can improve your sales by 25% in only 60 days. Now that is something! " I am a senior marketing manager for a regional retail chain, I came to know Shabbir via his podcast. I was happy to be one of the few recipient of his new book. Being in marketing for many years, we all suffer from some form of tunnel vision, I know this for a fact, I am guilty of this myself, but I didn't realize it till I read his book!!! I had to get my marketing team together and we are now in process of refocusing some of our marketing efforts system wide. Anyone in retail business should read this book..." - A.K Mishra
Author : Nicole Reyhle,Jason Prescott
Publisher : McGraw Hill Professional
Page : 274 pages
File Size : 44,8 Mb
Release : 2014-07-04
Category : Business & Economics
ISBN : 9780071840156
YOU CAN COMPETE WITH THE BIG-BOX STORES! Whether you're a seasoned merchant or retail newbie, Retail 101 is the guide you need to successfully manage, market, and grow your retail business, brick and mortar or online. From two of today's top retail thought leaders, Retail 101 serves both as a strategic planning guide and as a hands-on practical reference that answers your critical questions along the way. "The ultimate how-to guide for independent retailers. Each chapter addresses a vital ingredient for retail success, including helpful ideas, useful lists, and action guides." -- Ted Teele, Chief Executive Officer, SnapRetail "While small retailers may feel like an endangered species, those who read this practical guidebook to retail survival will come away confident that they have unique assets they can turn into sustainable profits." -- Molly Love Rogers, President and CEO of Internet Retailer "If you've ever felt alone or frustrated building your business, read this book today!" -- Joe Abraham, founder of BOSI Global, author of Entrepreneurial DNA
Author : Daniel J. Flint,Chris Hoyt,Nancy Swift
Publisher : FT Press
Page : 289 pages
File Size : 54,7 Mb
Release : 2014-05-06
Category : Business & Economics
ISBN : 9780133481440
The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers. Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn’t easy, but it offers remarkable, proven results that are virtually unachievable any other way. In Shopper Marketing, three of the field’s pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization. Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.
Author : Georg August Krentzel
Publisher : Routledge
Page : 229 pages
File Size : 44,6 Mb
Release : 2020-06-07
Category : Business & Economics
ISBN : 9780429574719
Strategic Shopper Marketing provides a uniquely strategic perspective on the “anything, anywhere, anytime” retail revolution. Following the principles set out by leading global consultant Georg August Krentzel, a practitioner can connect shopper marketing principles with strategic concerns, aligning it with other disciplines like marketing, sales and distribution to connect their route to purchase with their route to market. Providing professionals with a theoretically well-founded understanding of shopper marketing, the book charts the history and development of shopper marketing and describes the newest developments and changes in the marketplace that impact how shoppers need to be activated to generate profitable sales and loyalty. The book presents a guideline with examples and numerous illustrations to develop successful shopper marketing strategies across different sales channels. Focused on practice, but with solid theoretical foundations, practical insights and methodologies, and enriched with examples, this book is ideal for marketing practitioners at strategic levels looking to integrate shopper marketing principles into their organization, as well as for those less experienced practitioners learning the principles, and those in marketing education.
Author : Lizanne Aponte-Hudo
Publisher : Independently Published
Page : 76 pages
File Size : 52,7 Mb
Release : 2020-07-28
Category : Electronic
ISBN : 9798670106719
101 Retail Touchpoints Brainstorming Guide Revised Edition takes you on a virtual tour through almost every possible contact point to engage consumers inside a physical retail environment, starting at the streets connecting to the parking entrance all the way to the cash register. The original version of this book was published as an eBook in January 2014 and is still sought-after by store owners, marketing professionals and college students. This Revised Edition includes an updated and expanded content on how to use this book to create your unique in-store brand experience. Also, there is a new section looking into in-store retail touchpoints in today's digital world. As a concise and easy step-by-step guide, it will help you: narrow your objectives identify your audience choose your touchpoints so you can plan your in-store communications faster As a resource, it's much more than a list of contact points. It is a tool to help you fast track your search of visual references and suppliers to bring your in-store communications ideas to life. Order now and get ready to embark on the journey of your consumer purchase path with a current, straight-to-the-point framework and an easy to follow step by step approach.
Author : Gerardus Blokdyk
Publisher : Unknown
Page : 0 pages
File Size : 46,9 Mb
Release : 2018
Category : Electronic books
ISBN : 0655139508
Shopper marketing The Ultimate Step-By-Step Guide.
Author : Rick DeHerder,Dick Blatt
Publisher : FT Press
Page : 257 pages
File Size : 49,6 Mb
Release : 2010-09-09
Category : Business & Economics
ISBN : 9780132485395
Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. Retailers know they must invest more heavily in marketing, both to build brands and to drive sales. But how? In Shopper Intimacy, two leading experts offer the first comprehensive, research-based guide to building winning retail marketing programs. Drawing on a decade of customer research, the authors introduce: A start-to-finish system for planning and executing effective campaigns. Powerful new tools for influencing shopper behavior and driving better results. Practical, workable techniques for measuring performance – including a breakthrough approach for measuring ROI from the standpoint of all stakeholders. Best practices models for integrating internal and syndicated research. Trend analysis to help retailers chart the future trajectory of marketing, and position themselves appropriately. Shopper Intimacy contains extensive case studies, charts, pictures, and illustrations designed to deepen marketers’ understanding. Above all, it presents practical learnings that cut across all retail segments, with data to support the authors’ conclusions, and techniques for successfully applying them.
Author : Constant Berkhout
Publisher : Kogan Page Publishers
Page : 296 pages
File Size : 50,5 Mb
Release : 2015-11-03
Category : Business & Economics
ISBN : 9780749476922
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. Outlining the 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.
Author : Mike Anthony,Toby Desforges
Publisher : Unknown
Page : 340 pages
File Size : 51,8 Mb
Release : 2013-06
Category : Business & Economics
ISBN : 1939418275
The consumer goods industry accounts for 20 percent of the world's gross domestic product (GDP)-that's over $14 trillion in turnover. And yet the industry isn't growing! It lags behind global GDP growth, and the latest figures suggest that the world's top 250 consumer goods manufacturers lost nearly $38 billion in profit in 2011 compared to the previous year. As growth declines, profit margins erode and leading players are caught in a perfect storm: hyper competition, the growth of mega-retailers, explosive increases in input costs, talent shortages, and the declining effectiveness of traditional marketing methods all suck profits from a once vibrant and progressive industry. Industry thought leaders see an urgent need for change. In The Shopper Marketing Revolution, shopper marketing pioneers Mike Anthony and Toby Desforges analyze why the industry needs to change and provide managers in the field with the practical advice and proven techniques they'll need to revolutionize their businesses. Mike and Toby introduce the five-step Total Marketing model, an approach that creates coherent links between the end consumer and the in-store environment. Total marketing represents a fundamental shift in the way marketing works. It will help businesses understand how to respond to the reality of the 21st century-transforming the way they market their brands and relate to retail customers.