Retail Marketing Strategy Delivering Shopper Delight
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Auteur:
Constant Berkhout
- Engels
- Paperback
- 9780749476915
- 03 november 2015
- 277 pagina's
Constant Berkhout
Constant Berkhout heeft meer dan 25 jaar internationale ervaring, opgedaan bij bedrijven als Ahold Delhaize, P&G en PepsiCo. Met zijn eigen adviesbureau werkt Constant samen met retailers en leveranciers zoals Danone, Heineken, Jumbo, Sonos, Xenos in Europa, het Midden Oosten en Azië.
Samenvatting
Improve and develop your marketing strategy in the retail industry with this essential handbook to the core topics of shopper marketing.
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.
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.
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- Paperback
- Oorspronkelijke releasedatum
- 03 november 2015
- Aantal pagina's
- 277
- Illustraties
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Betrokkenen
- Hoofdauteur
- Constant Berkhout
- Hoofduitgeverij
- Kogan Page Ltd
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- Extra groot lettertype
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- Product breedte
- 159 mm
- Product hoogte
- 14 mm
- Product lengte
- 229 mm
- Studieboek
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- Verpakking breedte
- 156 mm
- Verpakking hoogte
- 25 mm
- Verpakking lengte
- 235 mm
- Verpakkingsgewicht
- 429 g
EAN
- EAN
- 9780749476915
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