9780134308920

Inside the Mind of the Shopper The Science of Retailing

by
  • ISBN13:

    9780134308920

  • ISBN10:

    0134308921

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 8/26/2016
  • Publisher: Pearson FT Press

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Summary

World-Renowned Shopper Scientist Dr. Herb Sorensen Reveals: How Today’s Shoppers Think, Behave, and Buy
New Insights for Creating High-Profit Retail Experiences!

In retail, there’s only one number one. It’s not Wal-Mart or Costco, or even Amazon: It’s the shopper. To create high-profit retail experiences, you need to know exactly how your shopper thinks, feels, and acts at the point of purchase. Dr. Herb Sorensen illuminates today’s consumer behavior in the context of radical technological and societal changes that are transforming retail.

Building on these deep consumer insights, Sorensen introduces revolutionary new approaches to improving performance in self-service retail—whatever you sell, via bricks or clicks. You’ll discover today’s best ways to get the right items to the right customers when they want them… surpass the expectations of customers trained by online retail… own every consumer “moment of truth”!

New coverage includes:

  • Converging clicks and bricks into a super-high-efficiency retail engine
  • Building the “webby store”: visually managing every display like a web page
  • Bringing product and shopper together via optimized navigation and search
  • Measuring and promoting shopper efficiency
  • Motivating long-cycle purchases: cars, tech, appliances, apparel, and more
  • Speeding today’s shoppers from “want” to “need”

Author Biography

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.

Table of Contents

Author's Notes and Acknowledgments
About the Author
Preface: Rethinking Retail
Introduction: Twenty Million Opportunities to Buy
 
Part I: Active Retailing
Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted
Chapter 2: Three Moments of Truth and Three Currencies
Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do
Chapter 4: Active Retailing: Putting Products into the Path of Shoppers
Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog
 
Part II: Going Deeper into the Shopper's Mind
Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty
Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland)
Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural
Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets
 
Part III: Conclusions
Chapter 10: The Internet Goes Shopping
Chapter 11: Game-Changing Retail: A Manifesto
 
Part IV: Appendix
Appendix: Views on the World of Shoppers, Retailers, and Brands
 
Index

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