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Informationen zum Autor Constant Berkhout is a passionate practitioner of retail marketing and shopper psychology. He obtained a Master of Science in Economics Cum Laude with a major in Marketing at the University of Groningen in the Netherlands. His curiosity and career took him across the world to live in Argentina, Belgium, the UK and the USA. Through his own agency, Berkhout works with retailers and suppliers in Europe, the Middle East and Asia including Conagra Brands, Danone, GrandVision, Heineken, JDE, Jumbo, Migros, SPAR International and Sonos. Most of the assignments focus on retail format development, category management strategy, data analytics and shopper marketing. Before setting up his own agency, he held commercial and insights roles at Ahold Delhaize, Kraft, P&G and PepsiCo. Klappentext 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.Contains new models for retail brand management based on first-hand experience at major global retailers and suppliers Zusammenfassung Improve and develop your marketing strategy in the retail industry with this essential handbook to the core topics of shopper marketing. Inhaltsverzeichnis About the authorForewordAcknowledgementsPart One Shopper happiness01 Delivering shopper happinessMaking decisions in a more fact-driven mannerOperating in several channels at the same timeA skill set to deeply understand shoppersThe emotional shopperShopper happiness gives meaning to the organization's missionAnswers to the retail challengesRetail is about thinking and doingConsiderations for the choice of the retail dimensionsSharingStructure of the bookPart Two Shoppers are people02 The myth of impulse purchasingThe 70 per cent impulse mythToo much stimulation in just two secondsPitfalls of market researchImpulse buyingFaster is moreNotes03 Tapping into irrational shopper behaviourWhat is irrational behaviour?Automatic shopping behaviours and other pitfallsWhy do shoppers fall into irrational pitfalls?Nudge: how to apply knowledge of irrational thinkingNudging in retail practiceShopper tool to apply nudgesPublic sector takes the leadIs nudging shoppers right?Notes04 Understanding the shopper brain through neuro researchWhy traditional surveys failBenefits of neuro researchGender differencesAge differencesApplications of neuro researchPractical suggestions for neuro researchNotesPart Three Channel choices05 Channel preference: the future of the hypermarket channelCarrefour at a crossroadsCarrefour, or a hypermarket problem?Reasons for the growth of hypermarketsThe advantages for hypermarkets disappearStrategies to turn hypermarkets aroundCarrefour Planet as a solutionStrengths of Carrefour PlanetIs Planet the answer to the hypermarket challenges?Concluding thoughtsNotes06 What the shopper wants from online shopping channelsOnline is inevitableWhy the future is onlineWhy are groceries different online?What is slowing down online grocery sales?Three business-model questions: picking, routing, deliveryDelivery typesOnline as an escape from saturated marketsPositioning of logistical execution or shopping experienceMaking online selection inspirational for shoppersSame marketing principle, different practicesOnline as incremental sales for traditional groceriesConclusionNotesPart Four Fact-driven decision making07 Getting your assortment rightAvailable space as starting point for product assortment sizeShopper-driven product assortmentTransitioning through phases of assortment life cycleExample: evolution of Schuitema organizationShoppers like it: more is lessRetailer desire for 'more is less'May I have some more, please?Retailers can have it all: large product assortment witho...
