Fundamentals of Retailing and Shopper Marketing

Series
Prentice Hall
Author
Jan Hillesland / Jan Niklas Meise / Prof. Dr. Thomas Rudolph / Odd Gisholt / Alf Bendixen / Truls Fjeldstad  
Publisher
Pearson
Cover
Softcover
Edition
1
Language
English
Total pages
400
Pub.-date
November 2012
ISBN13
9780273757399
ISBN
0273757393
Related Titles


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Fundamentals of Retailing and Shopper Marketing
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Description

Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail. 

The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice.

 

The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.

Table of Contents

Contents

Publishers acknowledgements

About the team

 

Introduction

   Becoming a specialist in shopper marketing

 

Part One: the marketing discipline

Chapter 1: The marketing discipline, as we know it today, has to change

   Traditional advertising is losing its effect

   Current shopper marketing is based on feelings not facts

   ROCK

   Contradictions and similarities between suppliers and retailers

 

Part Two: strategy

Chapter 2: The product and the brand

   Brands

   Positioning and differentiation

   Brand pictura

 

Chapter 3: Product portfolio and brand architecture

   The size of a portfolio

   Brand architecture

   Use more time on your current portfolio rather than on innovation

 

Chapter 4: Brand portfolio and profitability

 

Chapter 5: Introduction to consumer and shopper segmentation

   Definitions

 

Chapter 6: Consumer segmentation

   What is consumer segmentation?

   Segmentation models

 

Chapter 7: Shopper segmentation and shopper mission

   Introduction to shopper segmentation

   Segmentation and basic shopper/channel research

Priority order of shopper segmentation

   Shopper missions

   The Unilever studies

   Shopper segmentation

   Shopper profile

 

Chapter 8: Channel segmentation

   Target groups and channels

   Total market, category, brands, shopper segments, channels and individual retail chains

   Financial performance

 

Chapter 9: What are the aligned prioritised commercial opportunities?

   Strategic framework

 

Part three: in-store shopper marketing

Chapter 10: Introduction to shopper marketing

   Introduction

   Act based on facts – do the shopper research!

   Increase revenue

   Traffic

 

Chapter 11: The complexity of modern retailing

Thomas Rudolf and Jan Niklas Meise, St Gallen, Switzerland

   Complexity for managers and consumers

   Countering complexity through differentiation

   Differentiated retail firms

   Conclusion

 

Chapter 12: retail structure

Odd Gisholt, BI, Norway

   Introduction

   Sales methods and chain management

   Strategic decisions in retailing

   Retail trends

   Private labels

   Wholesalers

   Market logistics

   Marketing shopping centres in Europe

 

Chapter 13: Positioning and advertising for retail chains

Alf Bendixen, BigBlue&Company, Norway

   Retail chains

 

Chapter 14: retail distribution, traffic and bonding

   Advertising

   Traffic

   Leaflets and direct mail

   Location and habit

   Increase bonding and loyalty

 

Chapter 15: Loyalty programmes

Truls Fjeldheim, Norgesgruppen, Norway

   Introduction

   History and background

   Different types of loyalty programmes/cards

   Loyalty programme content

   How to develop a CRM activity plan using sophisticated segmentation models

   How a loyalty programme can drive growth and profitability

 

Chapter 16: inside the supermarket

   Inside the supermarket

 

Chapter 17: Retail atmospherics

   Shoppers and the in-store atmosphere

   Design factors

   In-store layout

   Colour and light

   Signage

   Atmospheric background factors: music, scent and touch

   Social factors

   Summary discussion and further research

 

Chapter 18: Optimise location and floorplans

   Be present in a relevant location in the shop

 

Chapter 19: Category merchandising and category management

   Category merchandising

   Category management

 

Chapter 20: Merchandising on shelf: range and assortment

   Merchandising on shelf

   Category and brand drivers

   Merchandising basics

   Let sales results be the driver

   Choose relevant competitive adjacencies

   Shelf-ready packaging (SRP)

   Range and assortment

 

Chapter 21: pricing

   Relative pricing

   Price strategy

   Price elasticity – how to use it

 

Chapter 22: Point of sales (POS) and promotions

   POS is advertising in-store!

   Loyal shoppers and consumers

   POS

   POS: basic testing

   In-store media

 

Chapter 23: packaging design

Jesper Clement, Copenhagen Business School, Denmark

   The role of packaging design

 

Chapter 24: Implementation

   Implementation of shopper marketing as a discipline

 

Notes

References

Index

Back Cover

‘The main part of intellectual education is not the

acquisition of facts but learning how to make facts live.’

Oliver Wendell Holmes

 

Become a specialist in shopper marketing

Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail.

 

The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice.

 

The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.

 

Become an informed manufacturer

Retailers know a lot more about their branches and their shopping environments than do manufacturers, but it is important that manufacturers also take time to understand the environment in which most of their goods are sold. This book will help do just that.

 

A manufacturer is not entitled to tell a shopkeeper what to do – it is the other way around – but a real ‘trader’ is always interested in improving his or her business and listening to good advice. Retailers and suppliers are in the same boat – it’s just hard to see that sometimes.

 

Improve your results – move product

Fundamentals of Retailing and Shopper Marketing will help you become a specialist in shopper marketing. The book is an excellent guide to improved results through higher sales and brand loyalty.