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A brand new collection of powerful insights into building outstanding customer relationships… 4 pioneering books, now in a convenient e-format, at a great price!
4 remarkable eBooks help you develop rock-solid, high-value long-term customer relationships: levels of loyalty you thought were impossible
Today, rock-solid long-term customer relationships are the holy grail of every business -- and they seem just as elusive. But such relationships are possible: great businesses are proving it every day, and reaping the rewards. In this extraordinary 4 eBook set, you'll learn how they do it -- and how you can, too, no matter what you sell or who your customers are. First, in Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty, internationally respected marketing expert V. Kumar presents a complete framework for linking your investments to business value - and maximizing the lifetime value of every customer. Learn how to use Customer Lifetime Value (CLV) to target customers with higher profit potential…manage and reward existing customers based on their profitability…and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources…pitching the right products to the right customers at the right time…determining when a customer is likely to leave, and whether to intervene…managing multichannel shopping… even calculating referral value. Next, in Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World, Richard Hammond presents remarkable new case studies, ideas, strategies, and tactics from great retailers worldwide. Discover new ways to use data to drive profit and growth… do more with less… leverage technology to develop highly productive and innovative remote teams… create your ultimate retail experience! In Inside the Mind of the Shopper: The Science of Retailing, the legendary Herb Sorensen reveals what customers really do when they shop, ripping away myths and mistakes that lead retailers to miss huge opportunities. Sorensen identifies simple interventions that can have dramatic sales effects, shows why many common strategies don't work, and offers specific solutions for serving quick-trip shoppers, optimizing in-store migration patterns, improving manufacturer-retailer collaboration, even retailing to multicultural communities. Finally, in The Truth About What Customers Want, Michael R. Solomon demystifies today's consumers, revealing what they want, think, and feel. Then, based on his deep truths about consumer behavior, he presents 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers!
From world-renowned experts in customer behavior and retail performance V. Kumar, Richard Hammond, Herb Sorensen, and Michael R. Solomon
Download the sample pages (includes Chapter 1 and Index)
Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty
Foreword xiii
Preface xv
Acknowledgments xviii
About the Author xix
Chapter 1: Introduction 1
Chapter 2: Maximizing Profitability 11
Chapter 3: Customer Selection Metrics 29
Chapter 4: Managing Customer Profitability 59
Chapter 5: Maximizing Customer Profitability 75
Chapter 6: Managing Loyalty and Profitability Simultaneously 93
Chapter 7: Optimal Allocation of Resources across Marketing and Communication Strategies 113
Chapter 8: Pitching the Right Product to the Right Customer at the Right Time 127
Chapter 9: Preventing Attrition of Customers 143
Chapter 10: Managing Multichannel Shoppers 163
Chapter 11: Linking Investments in Branding to Customer Profitability 187
Chapter 12: Acquiring Profitable Customers 205
Chapter 13: Managing Customer Referral Behavior 223
Chapter 14: Organizational and Implementation Challenges 249
Chapter 15: The Future of Customer Management 267
Index 283
Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World
Acknowledgments ix
Photo Acknowledgments x
Introduction to this Edition xi
Preface—Why retailing? xiii
Part one: You
Starting at the beginning.
Chapter 1: What do you want for yourself? 3
Chapter 2: Rising above the crowd 9
Chapter 3: Keeping it simple 11
Chapter 4: Rolling those snowballs 15
Part two: Team
Make us happy and we will make you money.
Chapter 5: What’s the Big Idea? 25
Chapter 6: How to build great teams 35
Chapter 7: How to get people out of bed 61
Chapter 8: All we need is a little better every time 75
Part three: Customer
Make me happy and I will give you my money.
Chapter 9: We love shopping here! 91
Chapter 10: Price and value 113
Chapter 11: Promote or die 123
Chapter 12: Marketing for real people 135
Part four: Store
Make it brilliant and they will spend.
Chapter 13: Discovery! 151
Chapter 14: The great big theater of shop 167
Chapter 15: Detail, detail, detail—the store environment 179
Chapter 16: And finally...how we got here 187
Epilogue—And we’re done? 207
Appendix I: Your job and Smart Retail 209
Appendix II: Take-action time 212
Appendix III: Street time 214
Appendix IV: Books for retailers 217
Index 219
Inside the Mind of the Shopper: The Science of Retailing
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
Index 213
The Truth About What Customers Want
Introduction ix
Truth 1 Your customers want a relationship, not a one-night stand 1
Truth 2 Design it, and they will come 5
Truth 3 Sensory marketing–smells like profits 9
Truth 4 Pardon me, is that a breast in your Coke? 13
Truth 5 One man’s goose… 17
Truth 6 Throw ‘em a bone, and they’ll no longer roam 21
Truth 7 Stay in their minds–if you can 25
Truth 8 These are the good old days 29
Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33
Truth 10 He who dies with the most toys wins 37
Truth 11 Your customers are looking for greener pastures 41
Truth 12 “Because I’m worth it” 45
Truth 13 Love me, love my avatar 49
Truth 14 You really are what you wear 53
Truth 15 Real men don’t eat quiche (but they do moisturize) 57
Truth 16 Girls just want to have fun 61
Truth 17 Queer eye for the spending guy 65
Truth 18 Yesterday’s chubby is today’s voluptuous 69
Truth 19 Men want to sleep with their cars 73
Truth 20 Your PC is trying to kill you 77
Truth 21 Birds of a feather buy together 81
Truth 22 Sell wine spritzers to squash players 85
Truth 23 They think your product sucks–but that’s not a bad thing 89
Truth 24 When to sell the steak, when to sell the sizzle 93
Truth 25 People are dumber than robots (lazier, too) 97
Truth 26 Your customers have your brand on the brain 101
Truth 27 Let their mouseclicks do the walking 105
Truth 28 Nothing shouts quality like leather from Poland 111
Truth 29 Consider investing in a drive-thru mortuary 115
Truth 30 Go to the Gemba 119
Truth 31 Your customers want to be like Mike (or someone like him) 123
Truth 32 Go tribal 127
Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131
Truth 34 Catch a buzz 135
Truth 35 Go with the flow–get shopmobbed today 139
Truth 36 Find the market maven, and the rest is gravy 143
Truth 37 Hundreds of housewives can predict your company’s future 147
Truth 38 Know who wears the pants in the family 149
Truth 39 Youth is wasted on the young 153
Truth 40 Make millions on Millennials 157
Truth 41 Grownups don’t grow up anymore 161
Truth 42 Dollar stores make good cents 165
Truth 43 The rich are different 169
Truth 44 Out with the ketchup, in with the salsa 173
Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177
Truth 46 Ronald McDonald is related to Luke Skywalker 181
Truth 47 Sign a caveman to endorse your product 185
Truth 48 Make your brand a fortress brand–and make mine a Guinness 189
Truth 49 Turn a (pet) rock into gold 193
Truth 50 Think globally, act locally 197
References 201
About the Author 209