Shoppernomics

Description

What happens from the moment the thought of a purchase occurs, to ownership, is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target - brand managers, agencies, retailers would give their eye teeth to know when to supply what message, in what order, by what means, to persuade 'the gatekeeper to the family budget' or the B2B buyer to part with their hard-earned money as they reach the point of sale. Shoppernomics is based heavily on facts and figures supplied by both US and UK researchers, it.;Cover; Contents; List of Figures and Tables; Preface; Introduction; Part I The Shopper Analysed; 1 Inside the Mind of the Shopper; 2 The Communication Canvas; 3 The Customer -- Who Are They?; 4 Communicating with the Shopper/Customer; 5 Getting the Message Across; 6 The Barriers to Purchase; Part II Communicating with the Shopper in the Future; 7 The Shopping Mission; 8 Out of Store; 9 On the Way to the Store; 10 In the Store, On the Website; 11 In the Store -- Managing and Selecting Promotion Techniques; 12 After Purchase; 13 Dare to Be Different. Cover Contents List of Figures and Tables Preface Introduction Part I The Shopper Analysed 1 Inside the Mind of the Shopper 2 The Communication Canvas 3 The Customer -- Who Are They? 4 Communicating with the Shopper/Customer 5 Getting the Message Across 6 The Barriers to Purchase Part II Communicating with the Shopper in the Future 7 The Shopping Mission 8 Out of Store 9 On the Way to the Store 10 In the Store, On the Website 11 In the Store -- Managing and Selecting Promotion Techniques 12 After Purchase 13 Dare to Be Different. Part III What the Brand Manager, Retailer and Supplier Should Now Do14 How To Do It: Successful Approaches Dissected 15 The Shopper Marketing Organisation 16 Measuring Effectiveness 17 Researching the Consumer/Customer 'in Their Community' 18 Researching the Shoppers' In-Store Behaviour 19 Research from the Retail Side 20 Strategic Scenarios 21 The Future Prognosis of Shopping 22 Implementing the Changes Pragmatically Appendix Index.