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Retail Marketing Strategy

Book Description

The essential handbook to the core topics of shopper marketing enlightened by current research and driven by practical experience.

Table of Contents

  1. Cover
  2. Praise for Retail Marketing Strategy
  3. Title Page
  4. Contents
  5. About the author
  6. Foreword
  7. Acknowledgements
  8. Dedication
  9. PART ONE    Shopper happiness
    1. 01    Delivering shopper happiness
      1. Making decisions in a more fact-driven manner
      2. Operating in several channels at the same time
      3. A skill set to deeply understand shoppers
      4. The emotional shopper
      5. Shopper happiness gives meaning to the organization’s mission
      6. Answers to the retail challenges
      7. Retail is about thinking and doing
      8. Considerations for the choice of the retail dimensions
      9. Sharing
      10. Structure of the book
  10. PART TWO    Shoppers are people
    1. 02    The myth of impulse purchasing
      1. The 70 per cent impulse myth
      2. Too much stimulation in just two seconds
      3. Pitfalls of market research
      4. Impulse buying
      5. Faster is more
      6. Notes
    2. 03    Tapping into irrational shopper behaviour
      1. What is irrational behaviour?
      2. Automatic shopping behaviours and other pitfalls
      3. Why do shoppers fall into irrational pitfalls?
      4. Nudge: how to apply knowledge of irrational thinking
      5. Nudging in retail practice
      6. Shopper tool to apply nudges
      7. Public sector takes the lead
      8. Is nudging shoppers right?
      9. Notes
    3. 04    Understanding the shopper brain through neuro research
      1. Why traditional surveys fail
      2. Benefits of neuro research
      3. Gender differences
      4. Age differences
      5. Applications of neuro research
      6. Practical suggestions from neuro research
      7. Notes
  11. PART THREE    Channel choices
    1. 05    Channel preference: the future of the hypermarket channel
      1. Carrefour at a crossroads
      2. Carrefour, or a hypermarket problem?
      3. Reasons for the growth of hypermarkets
      4. The advantages for hypermarkets disappear
      5. Strategies to turn hypermarkets around
      6. Carrefour Planet as a solution
      7. Strengths of Carrefour Planet
      8. Is Planet the answer to the hypermarket challenges?
      9. Concluding thoughts
      10. Notes
    2. 06    What the shopper wants from online shopping channels
      1. Online is inevitable
      2. Why the future is online
      3. Why are groceries different online?
      4. What is slowing down online grocery sales?
      5. Three business-model questions: picking, routing, delivery
      6. Delivery types
      7. Online as an escape from saturated markets
      8. Positioning of logistical execution or shopping experience
      9. Making online selection inspirational for shoppers
      10. Same marketing principle, different practices
      11. Online as incremental sales for traditional groceries
      12. Conclusion
      13. Notes
  12. PART FOUR    Fact-driven decision making
    1. 07    Getting your assortment right
      1. Available space as starting point for product assortment size
      2. Shopper-driven product assortment
      3. Transitioning through phases of assortment life cycle
      4. Example: evolution of Schuitema organization
      5. Shoppers like it: more is less
      6. Retailer desire for ‘more is less’
      7. May I have some more, please?
      8. Retailers can have it all: large product assortment without decision-making stress
      9. Notes
    2. 08    Really making loyalty card programmes work
      1. What has been learnt from Tesco?
      2. Benefits of loyalty card data versus other data
      3. International expansion
      4. The power shift to retailers
      5. A new phase for the market research industry
      6. Implementation of loyalty card programmes by retailers
      7. Consequences of implementing loyalty card programmes for suppliers
      8. Risks
      9. Notes
    3. 09    Making big data digestible
      1. What is big data?
      2. Drivers of big data in retail
      3. Opening new ways to make the shopper happier
      4. Experimentation as second nature in fast-moving consumer goods
      5. Privacy challenges
      6. Big, clean and open data
      7. Notes
  13. PART FIVE    In-store execution
    1. 10    The unstoppable growth of private labels and opportunities for A-brands
      1. Recessions accelerate private labels
      2. Motives for private labels
      3. The A-brand answers to private labels
      4. Discussions between the retailer and the A-brand supplier
      5. Notes
    2. 11    The unexplainable effect of music
      1. Effects of music
      2. Emotions
      3. Music and store employees
      4. Turn down the music
      5. Practice
      6. Notes
    3. 12    Can scents work wonders?
      1. Are scents effective?
      2. Indirect effect on mood
      3. Primed to respond
      4. Congruency with all retail marketing variables
      5. Scent used as a differentiator in retail marketing
      6. When to apply scents
      7. Notes
    4. 13    Self-scanning is more than savings
      1. No effect on stock-loss
      2. The business case for self-checkout
      3. Notes
  14. PART SIX    Organizational development
    1. 14    The birth of category management
      1. The first category management project
      2. New term: category management
      3. Category management as part of ECR
      4. Transfer of ECR to Europe
      5. The eight-step category management process
      6. The model became outdated
      7. ECR’s contribution
      8. Notes
    2. 15    True customer understanding
      1. Wasting the time of retailers
      2. Trade marketer as a transactional partner
      3. Trade marketing evolution
      4. An understanding of the customer as a condition for professionalizing trade marketing
      5. Five things a category manager wants in a category management proposal
      6. Note
    3. 16    Shopper marketing: new phase of trade marketing
      1. Definition of shopper marketing
      2. Best-in-class shopper marketing
      3. Two main drivers of shopper marketing
      4. A new role for consumer marketing
      5. Obstacles for shopper marketing
      6. Getting started
      7. Notes
  15. PART SEVEN    Embracing the shopper
    1. 17    Retailers in action to increase shopper happiness
  16. Index
  17. Copyright