E-Book Overview
How Today’s Shoppers Really Think, Behave, and Buy: Breakthrough Insights for Creating High-Profit Retail Experiences! “Inside the Mind of the Shopper is the preeminent handbook for any marketer or retailer seeking to understand why people do what they do when they shop. Armed with the knowledge in this book, marketers and retailers can work together to predict how shoppers will respond (or not!) to package and label design, selling messages, shelf plans, and the entire retail space.” —Matt Ohligschlager, Senior Manager, Consumer and Market Knowledge, Procter & Gamble “From his 40 years of observing shoppers, Herb Sorensen has given us the gift of understanding shoppers. Now, we clearly see that the store layouts merchants want are not what shoppers want. On the ground, managers THINK they know their shoppers, but anyone who follows Herb’s handbook on shopper insights will know them a lot better.” —Joel Rubinson, Chief Research Officer, The Advertising Research Foundation Today, improving the effectiveness of the retail experience is no longer an option: It’s a matter of survival—and nobody knows more about doing that than Herb Sorensen. That’s because Sorensen understands your customer’s in-store behavior better than anyone else on earth. Now, drawing on microscopic analysis of millions of shopping trips, Sorensen reveals exactly what your customers are thinking, why they behave as they do, and how to reshape stores to deliver truly remarkable results. You’ll discover how to drive more profit from the “quick trip”...the three “moments of truth” in every shopping event...customer “migration patterns” within the store...and how to use “active retailing” to place products precisely where they’ll do best. Author's Notes and Acknowledgments xv About the Author xxi Preface: Rethinking Retail 1 Introduction: Twenty Million Opportunities to Buy 5 Part I: Active Retailing 23 Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted 25 Chapter 2: Three Moments of Truth and Three Currencies 47 Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do 69 Chapter 4: Active Retailing: Putting Products into the Path of Shoppers 97 Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog 113 Part II: Going Deeper into the Shopper's Mind 131 Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty 133 Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) 147 Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural 161 Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets 179 Part III: Conclusions 189 Chapter 10: The Internet Goes Shopping 191 Chapter 11: Game-Changing Retail: A Manifesto 199 Part IV: Appendix 205 Appendix: Views on the World of Shoppers, Retailers, and Brands 207 Index 213
E-Book Content
From the Library of Garrick Lee
Praise for Inside the Mind of the Shopper “Read it, do it, and you will sell more!” —Hermann W. Braun, Director of Category Management and Shopper Marketing, Ferrero Germany “This is a unique book that examines and explains the need for the measurement of actual shopper behavior in retail environments. Based on real shopper studies, this takes analysis beyond POS data. Herb Sorensen pays particular attention to precise measurement of nonintuitive aspects of shopper interaction with the shelf.” —Franz A. Dill, Former Manager and Founder of Procter & Gamble’s Retail Innovation Center “Herb Sorensen’s ideas and observations about in-store shopper behavior have been instrumental in shaping my recent research. He has an uncanny ab