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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.
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