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Retail Marketing Strategy – Delivering Shopper Delight

Autor Constant Berkhout
en Limba Engleză Paperback – 3 noi 2015
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.
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Specificații

ISBN-13: 9780749476915
ISBN-10: 0749476915
Pagini: 296
Dimensiuni: 156 x 234 x 16 mm
Greutate: 0.45 kg
Editura: Kogan Page

Notă biografică

Constant Berkhout

Cuprins

Section - One: Shopper happiness; Chapter - 01: Delivering shopper happiness; Section - TWO: Shoppers are people; Chapter - 02: The myth of impulse purchasing; Chapter - 03: Tapping into irrational shopper behaviour; Chapter - 04: Understanding the shopper brain through neuro research; Section - Three: Channel choices; Chapter - 05: Channel preference: the future of the hypermarket channel; Chapter - 06: What the shopper wants from online shopping channels; Section - Four: Fact-driven decision making; Chapter - 07: Getting your assortment right; Chapter - 08: Really making loyalty card programmes work; Chapter - 09: Making big data digestible; Section - Five: In-store execution; Chapter - 10: The unstoppable growth of private labels and opportunities for A-brands; Chapter - 11: The unexplainable effect of music; Chapter - 12: Can scents work wonders?; Chapter - 13: Self-scanning is more than savings; Section - Six: Organizational development; Chapter - 14: The birth of category management; Chapter - 15: True customer understanding; Chapter - 16: Shopper marketing: new phase of trade marketing; Section - Seven: Embracing the shopper; Chapter - 17: Retailers in action to increase shopper happiness