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Demonstrating how retailers can tap into shoppers' needs for variety without increasing complexity and stress, this innovative book combines cutting-edge research with hands-on, practical frameworks.
Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has an innate need for variety.
Addressing this challenge Constant Berkhout offers practical merchandising guidelines both for stores and online retailers. Indeed, studies show that it is not the actual size of assortment that drives traffic to online stores, but the perception of assortment variety. The author illustrates how decisions around assortment and visual merchandising must be made in conjunction with each other, rather than separately, and provides a step-by-step plan to do so.
Grounded on shopper needs, emotions and behaviours that apply to both online and brick-and-mortar stores, this book integrates assortment and merchandise thinking and takes a human and shopper perspective. With practical frameworks that can easily be implemented in real-life situations along with examples from a number of retail sectors, Assortment and Merchandising Strategy provides a deeper and much-needed understanding of how shoppers process information, and the strategies that retailers must adopt in order to satisfy and retain their customers.
List of contents
1. Integration of Assortment and Merchandising.- 2. Assortment Size and Space.- 3. Composition of Assortment.- 4. Ways of Organising Assortment.- 5. Shopper Characteristics.- 6. Shopping Missions.- 7. Retailer Assortment and Merchandising Plan.- 8. Universal Merchandising Guidelines.- 9. Category Merchandising Role Model.- 10. Communication Model.- 11. Path to Shopper Delight.
About the author
Constant Berkhout is the Owner & Founder of Rijnbrug Advies, a retail marketing and shopper insights consultancy. With a passion for retail and over 20 years of experience, Constant explores new ways to grow product categories and connect with shoppers. His consultancy has clients in Europe, the Middle East and Asia, including SPAR, Migros, Danone, GrandVision, JDE, Conagra, Sonos, and Novartis. Previously, Constant worked at Ahold Delhaize, P&G and PepsiCo.
Having studied at the University of Groningen in the Netherlands, and obtained a Cum Laude Master of Science in Economics with a major in Marketing, Constant’s curiosity and career has led him to travel across the world and live in the USA, Argentina and the UK. He is also the author of
Retail Marketing Strategy, Delivering Shopper Delight (2016).
Summary
Demonstrating how retailers can tap into shoppers’ needs for variety without increasing complexity and stress, this innovative book combines cutting-edge research with hands-on, practical frameworks.
Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has an innate need for variety.
Addressing this challenge Constant Berkhout offers practical merchandising guidelines both for stores and online retailers. Indeed, studies show that it is not the actual size of assortment that drives traffic to online stores, but the perception of assortment variety. The author illustrates how decisions around assortment and visual merchandising must be made in conjunction with each other, rather than separately, and provides a step-by-step plan to do so.
Grounded on shopper needs, emotions and behaviours that apply to both online and brick-and-mortar stores, this book integrates assortment and merchandise thinking and takes a human and shopper perspective. With practical frameworks that can easily be implemented in real-life situations along with examples from a number of retail sectors,
Assortment and Merchandising Strategy provides a deeper and much-needed understanding of how shoppers process information, and the strategies that retailers must adopt in order to satisfy and retain their customers.
