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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Shopper-oriented pricing strategies

JON HAUPTMAN

Jon Hauptman leads Willard Bishop’s retail pricing strategy and shopper marketing practice areas. Willard Bishop provides marketing strategies and data modelling to improve the retail consumer experience.

Price is becoming an increasingly important driver of store choice as many parts of the world are experiencing either extremely high food price inflation, an economic downturn or both. In this environment, shoppers are looking more closely at available retail options and choosing to shop those stores with the strongest price image: that is, where they believe they can stretch their grocery dollars the most.

In turn, retailers are searching for ways to enhance their price image while attracting ...

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