Inside the Mind of the Shopper The Science of

What do you really do when you shop? The answers are fascinating and, for retailers, they're cash in the bank. InInside the Mind of the Shopper, 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. Drawing on Sorensen's breakthrough second-by-second analysis of millions of shopping trips, this book reveals how consumers actually behave, move, and make buying decisions as they move through supermarkets and other retail stores. Sorensen 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.

Herb Sorensen is a preeminent authority on observing and measuring shopping behavior and attitudes within the four walls of the store. He has worked with Fortune 100 retailers and consumer packaged-goods manufacturers for more than 35 years, studying shopper behavior, motivations, and perceptions at the point of purchase. Sorensen’s patented shopper-tracking technology PathTracker® is helping to revolutionize retail marketing strategies from a traditional “product-centric” perspective to a new “shopper-centric” focus. As Baseline magazine commented, “Herb Sorensen and Paco Underhill are the yin and yang of observational research.”

Herb has conducted studies in North America, Europe, Asia, Australia, and South America. His research has been published in AMA’s Marketing Research, The Journal of Advertising Research, FMI Advantage Magazine, Progressive Grocer, and Chain Drug Review, and he has been utilized as an expert source for The Wall Street Journal, Supermarket News, and BusinessWeek. Additionally, he is currently a panelist of Retail Wire’s “Brain Trust.”

Herb was named one of the top 50 innovators of 2004 by Fast Company Magazine, and shared the American Marketing Association’s 2007 EXPLOR Award for technological applications that advance research, with Peter Fader and his group at the Wharton School of Business of the University of Pennsylvania. Herb has a Ph.D. in Biochemistry.

Author's Notes and Acknowledgments	p. xv
About the Author	p. xxi
Preface	p. 1
Introduction Twenty Million Opportunities to Buy	p. 5
Twenty Million Seconds: Shopper Time Is Mostly Wasted	p. 8
Time Is Money: Shopper Seconds per Dollar	p. 10
Leaving Money in the Aisles: The $80 Million Question	p. 11
Planning Our Trip	p. 13
Shopping Serengeti	p. 20
Endnotes	p. 22
Active Retailing	p. 23
The Quick Trip: Eighty Percent of Shopper Time Is Wasted	p. 25
Three Shoppers: Quick Trip, Fill-In, and Stock-Up	p. 26
Rise of the Small Store	p. 29
Perils of Promotion	p. 30
The Big Head and Long Tail	p. 31
Heads You Win	p. 34
The Communal Pantry	p. 36
Layered Merchandising	p. 38
The Right Paths for the Right Shoppers	p. 39
Purchase Models and Selection Paradigm	p. 41
Spending Faster	p. 41
Conclusion: Dual Chaos	p. 43
Endnotes	p. 45
Three Moments of Truth and Three Currencies	p. 47
Moments of Truth	p. 48
Seeing the Truth: Eyes Are Windows to the Shopper	p. 50
Reach: Impressions and Exposures	p. 53
Stopping Power (and Holding Power)	p. 59
Closing Power	p. 60
Three Currencies of Shopping: Money, Time, and Angst	p. 62
A Complex Optimization	p. 66
Endnotes	p. 67
In-Store Migration Patterns: Where Shoppers Go and What They Do	p. 69
If You Stock It, They Will Come	p. 70
Understanding Shopper Behavior	p. 73
First Impressions: The Entrance	p. 75
Shopper Direction: Elephant Herds	p. 76
The Checkout Magnet	p. 79
Products Hardly Ever Dictate Shopper Traffic-Open Space Does	p. 79
Managing the Two Stores	p. 88
Five Store Designs	p. 90
Where the Rubber Meets the Linoleum	p. 94
Endnotes	p. 95
Active Retailing: Putting Products into the Path of Shoppers	p. 97
Active Retailing	p. 99
Put the Right Products in the Path of Customers	p. 100
Double ConversionTM: Converting Visitors to Shoppers to Buyers	p. 100
Packaging Must Play the Starring Role	p. 102
Holding Power-How Long Is Long Enough?	p. 105
Stopping and Closing Power: VitalQuadrantTM Analysis	p. 106
Playing the Niche	p. 109
Good Is the Enemy of the Great	p. 111
Endnotes	p. 111
Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog	p. 113
Where the Money Is in Retail	p. 114
Massive Amounts of Data	p. 115
Shifting Relationships	p. 117
A Refreshing Change: Working Together to Sweeten Sales	p. 118
Beyond Category Management	p. 120
A New Era of Active Retailing: Total Store Management	p. 121
Pitching a Category's Emotional Tone More Precisely	p. 126
Retailers Control Reach	p. 127
The Urgent Need for Retailing Evolution	p. 128
Endnotes	p. 130
Going Deeper into the Shopper's Mind	p. 131
The Quick-Trip Paradox: An Interview with Unilever's Mike Twitty	p. 133
Endnotes	p. 145
Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland)	p. 147
Endnotes	p. 159
Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural	p. 161
Endnotes	p. 177
Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets	p. 179
Conclusions	p. 189
The Internet Goes Shopping	p. 191
Entering the VideoCart Age	p. 192
Cell Phone Invasion	p. 193
Implications for Retailers and Brand Owners	p. 194
The Power of Model Makers	p. 195
The Model Business	p. 196
A Fivefold Increase	p. 196
Endnotes	p. 197
Game-Changing Retail: A Manifesto	p. 199
Appendix	p. 205
Appendix: Views on the World of Shoppers, Retailers, and Brands	p. 207
Excerpts from "Views from the Hills of Kentucky" by	p. 207
Index	p. 213
Table of Contents provided by Ingram. All Rights Reserved.

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Inside the Mind of the Shopper The Science of Retailing

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