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Inside the Mind of the Shopper: The Science of Retailing

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Inside the Mind of the Shopper: The Science of Retailing


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How shoppers really think, behave, and buy: powerful new insights for creating more profitable retail experiences!

  • How to get the right items to the right customers when they want them and why too much choice is costing you sales.
  • Preparing for all three "moments of truth" in the buying process: reaching, stopping and closing.
  • By Herb Sorensen, the world's #1 expert on in-store consumer behavior.
  • Description

    • Copyright 2009
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-712685-9
    • ISBN-13: 978-0-13-712685-9

    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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    The Science of Retailing: Eighty Percent of Shopper Time Is Wasted

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    Table of Contents

    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


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