What do you really do when you shop? The answers are fascinating and, for retailers, they're cash in the bank. In Inside the Mind of the Shopper: The Science of Retailing, world-renowned retail consultant Dr. Herb Sorensen, Ph.D. uncovers the truth about the retail shopper and rips away the myths and mistakes that lead retailers to miss their greatest opportunities. Every year, says Sorensen, shoppers will spend a quadrillion seconds in supermarkets and they'll waste 80% of that time. Sorensen analyzes consumer behavior–how shoppers make buying decisions as they move through supermarkets and other retail stores–and presents powerful, tested strategies for designing more effective stores, improving merchandising, and driving double-digit sales increases. He identifies simple interventions that can have dramatic sales effects, and shows why many common strategies simply don't work. You'll learn how to appeal to the "quick trip" shopper; make the most of all three "moments of truth"; understand consumers' powerful in-store migration patterns; improve collaboration between manufacturers and retailers; learn the lessons of Stew Leonard's and other innovators; and much more. Then, in Part II, Sorensen presents revealing interviews with several leading in-store retail experts, including crucial insights on using technology and retailing to multicultural communities.
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How Today’s Shoppers Really Think, Behave, and Buy:
Breakthrough Insights for Creating High-Profit Retail Experiences!
“Inside the Mind of the Shopper is the preeminent handbook for any marketer or retailer seeking to understand why people do what they do when they shop. Armed with the knowledge in this book, marketers and retailers can work together to predict how shoppers will respond (or not!) to package and label design, selling messages, shelf plans, and the entire retail space.”
—Matt Ohligschlager, Senior Manager, Consumer and Market Knowledge, Procter & Gamble
“From his 40 years of observing shoppers, Herb Sorensen has given us the gift of understanding shoppers. Now, we clearly see that the store layouts merchants want are not what shoppers want. On the ground, managers THINK they know their shoppers, but anyone who follows Herb’s handbook on shopper insights will know them a lot better.”
—Joel Rubinson, Chief Research Officer, The Advertising Research Foundation
Today, improving the effectiveness of the retail experience is no longer an option: It’s a matter of survival—and nobody knows more about doing that than Herb Sorensen. That’s because Sorensen understands your customer’s in-store behavior better than anyone else on earth.
Now, drawing on microscopic analysis of millions of shopping trips, Sorensen reveals exactly what your customers are thinking, why they behave as they do, and how to reshape stores to deliver truly remarkable results.
You’ll discover how to drive more profit from the “quick trip”...the three “moments of truth” in every shopping event...customer “migration patterns” within the store...and how to use “active retailing” to place products precisely where they’ll do best.
Author's Notes and Acknowledgments xv
About the Author xxi
Preface: Rethinking Retail 1
Introduction: Twenty Million Opportunities to Buy 5
Part I: Active Retailing 23
Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted 25
Chapter 2: Three Moments of Truth and Three Currencies 47
Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do 69
Chapter 4: Active Retailing: Putting Products into the Path of Shoppers 97
Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog 113
Part II: Going Deeper into the Shopper's Mind 131
Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty 133
Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) 147
Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural 161
Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets 179
Part III: Conclusions 189
Chapter 10: The Internet Goes Shopping 191
Chapter 11: Game-Changing Retail: A Manifesto 199
Part IV: Appendix 205
Appendix: Views on the World of Shoppers, Retailers, and Brands 207
About the Author:
Herb Sorensen is a preeminent authority on observing and measuring shopping behavior and attitudes within the four walls of the store. He has worked with Fortune 100 retailers and consumer packaged-goods manufacturers for more than 35 years, studying shopper behavior, motivations, and perceptions at the point of purchase. Sorensen’s patented shopper-tracking technology PathTracker® is helping to revolutionize retail marketing strategies from a traditional “product-centric” perspective to a new “shopper-centric” focus. As Baseline magazine commented, “Herb Sorensen and Paco Underhill are the yin and yang of observational research.”
Herb has conducted studies in North America, Europe, Asia, Australia, and South America. His research has been published in AMA’s Marketing Research, The Journal of Advertising Research, FMI Advantage Magazine, Progressive Grocer, and Chain Drug Review, and he has been utilized as an expert source for The Wall Street Journal, Supermarket News, and BusinessWeek. Additionally, he is currently a panelist of Retail Wire’s “Brain Trust.”
Herb was named one of the top 50 innovators of 2004 by Fast Company Magazine, and shared the American Marketing Association’s 2007 EXPLOR Award for technological applications that advance research, with Peter Fader and his group at the Wharton School of Business of the University of Pennsylvania. Herb has a Ph.D. in Biochemistry.
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