Inside the mind of the shopper : the science of retailing / Herb Sorensen.

Format:

Book

Author/Creator:

Sorensen, Herb, 1944-

Language:

English

Subjects (All):

Retail trade.

Consumer behavior.

Marketing.

Stores, Retail--Design and construction.

Stores, Retail.

Physical Description:

1 online resource (xix, 227 p. ) ill. ;

Edition:

1st edition

Place of Publication:

Upper Saddle River, N.J. : Wharton School Pub., c2009.

System Details:

text file

Summary:

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.

Contents:

The quick trip : eighty percent of shopper time is wasted

Three moments of truth and three currencies

In-store migration patterns : where shoppers go and what they do

Active retailing : putting products into the path of shoppers

Brands, retailers, and shoppers : why the long tail is wagging the dog

The quick trip paradox : an interview with Unilever's Mike Twitty

Integrating online and offline retailing : an interview with professors Peter Fader (the Wharton School) and Wendy Moe (University of Maryland)

Multicultural retailing : an interview with Emil Morales, senior vice president of TNS Multicultural

Insights into action : a retailer responds : an interview with Mark Heckman of Marsh Supermarkets

Conclusions : the Internet goes shopping.

Notes:

Includes bibliographical references and index.

OCLC:

428739854