Synopses & Reviews
“Two scarred, but well-decorated veterans deconstruct in-store marketing. Rick DeHerder and Dick Blatt give us a tour of where the rubber meets the road in modern consumption. Comprehensive, exhaustive, and complete, this is a volume for both marketer and merchant.”
–Paco Underhill, Founder, CEO, and President, Envirosell and Author of What Women Want, Why We Buy and Call of the Mall
“Enhancing our in-store environment with relevant products, promotions, and innovations will win shopper loyalty. That loyalty will drive more shoppers, greater baskets, and more trips, leading to incremental revenue and market share for Walgreens. Shopper Intimacy is a fantastic resource for time-poor marketing professionals seeking insights, interpretations, and implications of the vast library of research and studies in the field of in-store marketing. Additionally, this guide will help us make better decisions on our marketing spending by providing a structured approach and the necessary metrics for calculating a return on that spending.”
–Don Whetsone, Senior Director of Merchandising Strategy and Development, Walgreens
Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. To build brands and drive sales, retailers must invest more heavily in marketing. But how? With Shopper Intimacy, you will understand the customer more deeply than ever before–and be able to act on that knowledge.
Drawing on years of industry research, Rick DeHerder and Dick Blatt introduce a start-to-finish system for achieving true shopper intimacy. You’ll master powerful new tools for influencing shopper behavior–supported by extensive case studies, charts, and real-world examples. You’ll also find indispensable performance metrics–including new ways to measure return on investment (ROI) from the standpoint of key stakeholders.
Shopper Intimacy brings together breakthrough insights for all retail segments, detailed data to support them, and practical techniques for applying and profiting from them.
Outstanding Retail Results in Five Steps
1. Understand shopper behavior more deeply.
2. Unlock the psychology driving shopper behavior.
3. Integrate this data to achieve shopper intimacy.
4. Identify and implement intimacy-driven strategies.
5. Measure and track your success.
Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. Retailers know they must invest more heavily in marketing, both to build brands and to drive sales. But how? In Shopper Intimacy, two leading experts offer the first comprehensive, research-based guide to building winning retail marketing programs. Drawing on a decade of customer research, the authors introduce:
- A start-to-finish system for planning and executing effective campaigns.
- Powerful new tools for influencing shopper behavior and driving better results.
- Practical, workable techniques for measuring performance – including a breakthrough approach for measuring ROI from the standpoint of all stakeholders.
- Best practices models for integrating internal and syndicated research.
- Trend analysis to help retailers chart the future trajectory of marketing, and position themselves appropriately.
Shopper Intimacy contains extensive case studies, charts, pictures, and illustrations designed to deepen marketers’ understanding. Above all, it presents practical learnings that cut across all retail segments, with data to support the authors’ conclusions, and techniques for successfully applying them.
In Shopper Intimacy, two world-renowned retail experts draw on unprecedented in-store research to illuminate how shoppers actually think, feel, and act in retail environments. Then, they introduce the Retail Ecosystem Analytics Program (REAP), a rigorous, complete methodology for transforming this knowledge into winning campaigns, products, and formats.
About the Author
The authors have a deep involvement in the industry with complementary backgrounds. They collaborated to lead a great deal of the primary industry research and together have worked with the leaders of every industry segment. They are uniquely positioned to use their familiarity with the industry and the research to apply their personal experience to create a comprehensive review of marketing at retail with a guide for driving retail success.
Rick DeHerder was the founder of Array, a leading designer and manufacturer of fixtures and displays, with operations in North America and China and a network of strategic partners around the world. Prior to founding Array in 1999, Rick spent 24 years in both brand marketing as Executive Vice President at Mattel, and in the retail industry at Sears, working in the stores, regional offices, and headquarters. This broadbased experience gives him unique insight into the challenges of retail marketing at all levels.
Dick Blatt is the president of Planar World Consulting. He served as the CEO of POPAI–The Global Association for Marketing at Retail, for 17 years. In this role, he was called upon to author articles and deliver presentations around the world on the subject of marketing at retail, its future, and its trends. He was also selected to provide The Center for Association Leadership with two case studies of excellence for going global and reinventing the association. During his tenure, one of the association’s primary strategic goals was to integrate the marketing at retail medium in the strategic marketing mix. The association also expanded to include 20 country chapters, with an organizational presence on every populated continent.
Table of Contents
Chapter 1: REAP (Retail Ecosystem Analytics Process) 7
Chapter 2: Measuring Marketing at Retail in Supermarkets 25
Chapter 3: Measuring Marketing at Retail in Convenience Stores 43
Chapter 4: Measuring Marketing at Retail in Drug Stores 63
Chapter 5: Establishing In-Store Marketing Measures 79
Chapter 6: Capturing Shopping Dynamics in Store 101
Chapter 7: Shopper Models 125
Chapter 8: Decision Drivers 146
Chapter 9: Online Retailing 197
Chapter 10: Measuring Return on Investment 215