Strategic Shopper Marketing provides a uniquely strategic perspective on the “anything, anywhere, anytime” retail revolution. Following the principles set out by leading global consultant Georg August Krentzel, a practitioner can connect shopper marketing principles with strategic concerns, aligning it with other disciplines like marketing, sales and distribution to connect their route to purchase with their route to market. Providing professionals with a theoretically well-founded understanding of shopper marketing, the book charts the history and development of shopper marketing and describes the newest developments and changes in the marketplace that impact how shoppers need to be activated to generate profitable sales and loyalty. The book presents a guideline with examples and numerous illustrations to develop successful shopper marketing strategies across different sales channels. Focused on practice, but with solid theoretical foundations, practical insights and methodologies, and enriched with examples, this book is ideal for marketing practitioners at strategic levels looking to integrate shopper marketing principles into their organization, as well as for those less experienced practitioners learning the principles, and those in marketing education.
Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion. The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.
The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers. Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn't easy, but it offers remarkable, proven results that are virtually unachievable any other way. In Shopper Marketing , three of the field's pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization. Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.
Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone. Outlining the five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, Retail Marketing Strategy answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activity, helping to make sense of trends and build effective strategy. Guidance is based throughout on neuromarketing research, providing a clear framework for building in experiential elements such as scent or music into the retail environment to really engage with consumers on an emotional level. If you are a marketing, branding or supply chain professional working in retail seeking straightforward and research-driven techniques for building lasting customer loyalty, or you are responsible for driving retail strategy in your organization, let Retail Marketing Strategy be your guide.
Shopper Marketing will help managers think systematically about shopper marketing challenges and opportunities. By defining shopper marketing to encompass all marketing activities that influence a shopper along, and beyond, the path-to-purchase, Shankar provides a unified framework for manufacturer and retailer collaboration. He encourages a win-win perspective in which manufacturers and retailers align their marketing activities to meet shopper needs and build better relationships with customers.
This book offers a different take on shopper marketing: using insights from neuromarketing, it explores how the shopping brain works, and how these insights can be used to develop more effective shopper marketing strategies and tactics. Part 1 presents the neuromarketing foundation that modern shopper marketing is based on and outlines an easy to follow, eight step framework for developing effective shopper marketing strategies. Part 2 adds colour with a collection of case examples designed to get your creative juices flowing when you are looking for big new shopper marketing ideas. This book is for you if you want to develop a leading-edge shopper marketing capability or to review - and possibly update - your current shopper marketing practice. Carl MacInnes is a senior executive responsible for global shopper marketing practice at Fonterra, the world's largest dairy exporter. Dr Peter Steidl is a marketing consultant and neuromarketing expert who has worked with leading corporations in 20 countries on five continents.
The food industry is on the verge of a revolution, with smaller, local and regional food brands finding big potential for growth. The increasing influence of millennials on consumer tastes, the desire for products produced locally, and mistrust of big food companies open opportunities to small and medium-sized food companies. An experienced consumer packages goods marketer and his team have created a book to help navigate the looming volatility in the food industry. For instance, the U.S. Department of Agriculture predicts that the sales of locally produced foods, which reached $12 billion in 2014, will soar to $20 billion by 2019. A 2015 study by the Food Marketing Institute and the Grocery Manufacturers Association found that smaller and private food brand manufacturers grew 4 percent vs. the 25 biggest U.S. food and beverage manufacturers, who grew 1 percent between 2009 and 2013. Moving Your Brand Up the Food Chain offers practical tips to help local, small and emerging food brands compete against the big brands to grow their market share. Interviews and survey answers from industry professionals provide invaluable information. The book covers the retail buyer’s perspective, marketing, external market factors, brand development, packaging, brand management, strategic product development, and more. Such details are critical if local, smaller or regional food brands hope to grow their businesses and move up the food chain.
The consumer goods industry accounts for 20 percent of the world's gross domestic product (GDP)-that's over $14 trillion in turnover. And yet the industry isn't growing! It lags behind global GDP growth, and the latest figures suggest that the world's top 250 consumer goods manufacturers lost nearly $38 billion in profit in 2011 compared to the previous year. As growth declines, profit margins erode and leading players are caught in a perfect storm: hyper competition, the growth of mega-retailers, explosive increases in input costs, talent shortages, and the declining effectiveness of traditional marketing methods all suck profits from a once vibrant and progressive industry. Industry thought leaders see an urgent need for change. In The Shopper Marketing Revolution, shopper marketing pioneers Mike Anthony and Toby Desforges analyze why the industry needs to change and provide managers in the field with the practical advice and proven techniques they'll need to revolutionize their businesses. Mike and Toby introduce the five-step Total Marketing model, an approach that creates coherent links between the end consumer and the in-store environment. Total marketing represents a fundamental shift in the way marketing works. It will help businesses understand how to respond to the reality of the 21st century-transforming the way they market their brands and relate to retail customers.
With changing economic and social environmental conditions and diversified consumer attitudes, national and international competition has increased among retailers. Private label brands have started to follow a dynamic structure in order to adapt themselves to developing environmental conditions. Today, private label products are often mentioned as a mechanism for reaching differentiation in the market and for helping retailers to strengthen consumer loyalty. Improving Marketing Strategies for Private Label Products is a collection of innovative research that examines how some markets are successful and what other markets can do to increase their market share in terms of private label products. It supports in the development of marketing strategies that can help make a private label product more successful. While highlighting topics including e-commerce, national branding, and consumer behavior, this book is ideally designed for marketing professionals, managers, executives, entrepreneurs, business owners, business practitioners, researchers, academicians, and students.
GET READY FOR THE AGE OF SHOPPER MARKETING Consumers today are armed with a wealth of content--price comparisons, reviews, and even online inventory data--and this is good news for marketers, because these tools empower consumers, making them into shoppers who are more willing than ever to interact with your brand . . . but for a price. The value of these shoppers' attention is soaring, and The Shopper Economy gives you the framework for capturing and monetizing this valuable commodity. Liz Crawford, a leading marketing innovator and consumer behavior analyst, gives a fast-paced and comprehensive look at how the unprecedented availability of information is a boon to brands, because it lets shoppers perform the labor of marketing when they watch and share ads, recommend products, and interact with brands and each other. Crawford presents interviews with marketers and shoppers, and case studies of how brands like 7-Eleven, Carnival Cruises, and Kia are using Shopkick, foursquare, and other platforms to stay ahead of accelerating changes in consumer empowerment by encouraging and rewarding everyday activities--entering a store, messaging, recommending, "Liking," playing, and more. From these examples you will learn how to Accurately measure and assess the value of shoppers' activities Translate the four key shopper behaviors--attention, participation, advocacy, and loyalty--into "Shopper Currency," real and virtual rewards that have measurable value to buyers and sellers Improve your business's ROI in shopper marketing by avoiding activity-foractivity's- sake and other common pitfalls Align your brand more seamlessly with your shoppers' own personal "brands" The Shopper Economy provides you with a high-level strategy that makes every shopper interaction a valuable transaction. It offers invaluable insights about today's rapidly evolving marketing landscape and proven solutions for how your brand can turn "path-to-purchase" models and consumer reward programs into lasting and profitable relationships with shoppers everywhere. PRAISE FOR THE SHOPPER ECONOMY "Every ten years, Consumer Marketing reinvents itself. If the 1990s were about Category Management, Shopper Insights has been the driver of the moment. Liz Crawford deconstructs the movement with precision." -- Paco Underhill, CEO Envirosell Inc., and author of Why We Buy “"A fascinating account of the present and future direction of marketing to shoppers. It is a brave new world that Liz Crawford writes about with real clarity. Her book is a bright door to the future." -- Herb Sorensen, PhD, Global Scientific Advisor, TNS Global Retail & Shopper Practice, and author of Inside the Mind of the Shopper "If you want to understand how to motivate shoppers and leverage the new shopper currency--behavior--you need to read this book. Liz Crawford details shopper behaviors, old and new, and provides a road map for brands that need to meet marketing and sales goals in an unbelievably complex shopping environment." -- Al McClain, CEO and founder, RetailWire.com "A refreshing and thought-provoking exploration of today's dynamic, highly digital consumer market place. I highly recommend [that] anyone who thinks they know something about shopper marketing or wants to think about it a bit more out of the box read this book and take Liz Crawford's advice to heart." -- Dan Flint, PhD, director, University of Tennessee Shopper Marketing Forum
