Beyond the Qumran Community
, by Collins, John J.- ISBN: 9780802828873 | 0802828876
- Cover: Paperback
- Copyright: 11/2/2009
Preface | p. x |
Acknowledgements | p. xii |
Introduction | p. 1 |
Definition: what is shopper marketing? | p. 3 |
Science of shopping | p. 5 |
Point of view on shopper marketing | p. 9 |
Introduction | p. 9 |
Defining shopper marketing | p. 9 |
identification | p. 10 |
disruption | p. 10 |
The role of packaging | p. 11 |
What role do in-store media have to play? | p. 11 |
enticement | p. 11 |
The shopper: same person, different context | p. 12 |
Shopper marketing: the discipline, the approach | p. 13 |
3Ss approach | p. 14 |
Go-to-market calendarization | p. 18 |
Conclusion | p. 19 |
Reference and further reading | p. 20 |
Seven steps towards effective shopper marketing | p. 21 |
start with the corporate and marketing objectives and strategies | p. 23 |
make the right choices | p. 24 |
get an in-depth understanding of the current business situation at the key retailers | p. 24 |
get an in-depth understanding of key retailers' organization, objectives and strategies | p. 25 |
know the shoppers and their shopping behaviour | p. 25 |
develop a shopper marketing strategy and plan as part of tailored and complete account plans | p. 26 |
execute with excellence and measure the results | p. 26 |
Reference | p. 27 |
Bringing shopper into category management | p. 28 |
References | p. 32 |
Illogic inside the mind of the shopper | p. 33 |
Shopper-driving forces | p. 34 |
Types of shoppers | p. 35 |
Targeting consumer segments | p. 36 |
For shoppers there's no place like home | p. 38 |
Appeasing the picky child | p. 39 |
Emerging lessons from the home experience: the genesis of true brand loyalty is often the home | p. 40 |
Home experiences generate cultural tasks, not need states | p. 40 |
Shopper mega-trends: health, wellness and the environment | p. 43 |
Methodology | p. 43 |
High interest | p. 44 |
All are one | p. 44 |
Cross-fertilization | p. 45 |
Use multiple benefits | p. 45 |
Credibility is key | p. 45 |
Set a standard | p. 46 |
Instant gratification | p. 46 |
Tracking trends | p. 46 |
Understanding shoppers' complex decisions | p. 48 |
Complex shopper decisions | p. 48 |
Values and value | p. 49 |
Health | p. 49 |
Provenance | p. 50 |
Ethics and the environment | p. 51 |
The paradox of packaging | p. 51 |
The three shopping currencies | p. 53 |
Retailing is a relationship business | p. 53 |
The 'give-gets' of the shopper in the store | p. 54 |
Relating single-item purchases to individual shoppers | p. 55 |
Time as the measure of shopping | p. 56 |
Time is opportunity to sell | p. 58 |
Participating with the shopper - 'active retailing' | p. 58 |
Understanding shopper behaviour vis-à-vis understanding products | p. 63 |
Angst: a vague, unpleasant emotion | p. 63 |
Choices, choices, choices | p. 64 |
Reference | p. 67 |
Making your brand part of a shopper solution | p. 68 |
Engineering solutions | p. 70 |
Adjacencies, insights and investments | p. 71 |
Speaking with shoppers | p. 72 |
Strategy: how to approach shopper marketing | p. 73 |
Connecting, engaging and exciting shoppers | p. 75 |
Introduction | p. 75 |
The eyes have it | p. 76 |
A harmonious relationship | p. 77 |
Scents of place | p. 78 |
The power of touch | p. 79 |
Taste sensation | p. 79 |
My place, my space, my experience | p. 80 |
Tailing your shoppers: retailing for the future | p. 82 |
Retailing versus routine | p. 82 |
E-tailing: reaching customers at home and at work | p. 83 |
Tailing: innovating retail for the future | p. 84 |
Tailing in Roppongi Hills: comfort and convenience | p. 85 |
Tailing in Nau: webfront meets the homefront | p. 85 |
Tailing in Boots: location is everything | p. 87 |
Summary | p. 87 |
Retail media: a catalyst for shopper marketing | p. 88 |
Integrated communications planning for shopper marketing | p. 93 |
The 'target consumer' - moving out of the crosshairs | p. 94 |
Evolution of media and retail - engaging consumers who are in control | p. 94 |
Measuring the effectiveness of the store as a marketing weapon | p. 96 |
Seven barriers to development of shopper marketing | p. 98 |
Right place, wrong time | p. 99 |
The conversion model for shopper research | p. 100 |
In-store measurements for optimizing shopper marketing | p. 105 |
A breakthrough measurement platform using in-store video | p. 106 |
Understanding shopping behaviour | p. 107 |
Planning for shopper marketing in a holistic framework | p. 108 |
Testing in real-world shopper labs | p. 109 |
Monitoring and tracking the impact of shopper marketing | p. 109 |
The missing link: turning shopper insight into practice | p. 111 |
Fewer decisions are taken in-store than previously thought | p. 111 |
Some implementation examples of these findings | p. 115 |
The search for the right message at POP sometimes involves breaking the existing category rules | p. 116 |
The road to successful implementations | p. 117 |
References | p. 118 |
Capitalize on unrealized demand among shoppers | p. 118 |
The loyalty ecosystem within your shopper environment | p. 125 |
Understand your segments | p. 126 |
Segment ahead of the curve | p. 127 |
Enhance the customer environment | p. 127 |
Overcoming common mistakes in shopper-centric retailing | p. 129 |
Don't underestimate what it takes | p. 130 |
Don't think category, think shopper | p. 131 |
You can't do analysis in isolation | p. 131 |
Stop trying to cast the net so wide | p. 132 |
Expand your horizon - at least beyond the fiscal year | p. 132 |
Touching the elephant | p. 134 |
The elephant | p. 135 |
The blind men | p. 138 |
Moral of the parable | p. 141 |
Shopper marketing as a crucial part of retailer partnership | p. 142 |
Introduction | p. 142 |
Shopper marketing and chain strategy | p. 143 |
The crucial role of strategic partnerships | p. 144 |
Conclusion | p. 147 |
Collaborating to ensure shopper marketing execution | p. 149 |
Putting the shopper into your marketing strategy | p. 153 |
Introduction | p. 153 |
Successful shopper marketing programmes are an expression of shopper-centric thinking and a deeply rooted shopper-centric culture | p. 155 |
Effective shopper marketing programmes are shaped by a company's commitment to earn and grow shoppers' lifetime loyalty | p. 158 |
Effective shopper marketing programmes are informed by an intimate, household-level understanding of shopper behaviour and its influences | p. 163 |
Successful shopper marketing programmes are recognized by both retailers and manufacturers as an area of strategic collaboration | p. 166 |
Successful shopper marketing programmes are managed as a dynamic set of activities benefiting from continual measurement and improvement | p. 168 |
In closing, an encouragement | p. 171 |
Reference | p. 172 |
Execution: what is shopper marketing in action? | p. 173 |
Increasing shopper marketing profitability with innovative promotions | p. 175 |
Shopper-oriented promotions | p. 175 |
Getting back to basics | p. 176 |
Increasing purchase decisions | p. 177 |
Does the trade love your brand? | p. 177 |
Big, colourful, simple | p. 177 |
The reason why | p. 178 |
Innovation means cost-efficiency | p. 180 |
Nestlé Rossiya, Russia | p. 181 |
Russian retailer environment | p. 181 |
Nestlé Group shopper approach in Russia | p. 183 |
Cases and implementation | p. 184 |
Using emotional insight in shopper marketing | p. 188 |
The story of Sue | p. 188 |
The shopper as a hero | p. 191 |
Winning shoppers with cause marketing | p. 198 |
Find an issue your core customer cares about | p. 199 |
Be in for the long term and integrate | p. 199 |
Identify the actionable insight | p. 200 |
Engage the local community | p. 201 |
Avoid compassion fatigue | p. 201 |
Measure, measure, measure | p. 202 |
Allow your programme to evolve | p. 203 |
Winning shoppers with cause marketing | p. 203 |
Tesco Fresh & Easy, USA | p. 205 |
Creating value for customers | p. 205 |
Communicating through the shopping trip | p. 207 |
An organizational endeavour | p. 209 |
Shopper-oriented pricing strategies | p. 210 |
Pricing tipping points: managing price gaps based on shopper perceptions | p. 210 |
Six dimensions of price image: the building blocks of a shopper-oriented pricing strategy | p. 212 |
Packaging can be your best investment | p. 215 |
Packaging as your most efficient marketing investment | p. 215 |
Packaging makes more of an impression | p. 216 |
Through its package! | p. 217 |
Packaging is no longer strictly three-dimensional | p. 217 |
Consumers have become more in tune with packaging | p. 218 |
You must stay in tune with your packaging | p. 219 |
For many products, packaging is their sole form of advertising | p. 220 |
Packaging as the 'fifth P' in your marketing mix | p. 221 |
Increased role of shopper marketing | p. 221 |
Six principles to drive effective packaging | p. 222 |
Designing for the shopper: six principles to drive effective packaging | p. 222 |
Driving success: including the shopper in the design process | p. 231 |
How to maximize ROI with package promotions | p. 233 |
Is the package of daily consumer goods a mass medium? | p. 233 |
What is the most cost-efficient form of in-store campaigning? | p. 233 |
choose the most profitable objective | p. 234 |
choose the most effective promotion mechanism | p. 236 |
implement package promotion as a process | p. 238 |
Index | p. 241 |
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