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Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale Hardcover – 3 Nov 2009

by Markus Ståhlberg (Editor), Ville Maila (Editor)

6 customer reviews

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Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale
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Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year. According to surveys, shopper marketing is growing even faster than internet advertising - doubling since 2004 and on track for an annual growth rate of 21% by 2010.

Research has indicated that:

- At least 70% of brand choices are made in the store

- 68% of purchase decisions are not planned in advance

- Only 5% of shoppers are loyal to one brand of the product group

These results show that there is plenty of opportunity to influence and change shoppers' decisions at the time when they are actually doing the shopping - and this new title will show you exactly how to do this. Providing practical advice about shopper needs; retail environments; shopper trends; shopper marketing strategies; retailing relationships; effective packaging and much more, this book is a must-have for all sales and retail practitioners and students of marketing and sales.

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Product details

Hardcover: 256 pages
Publisher: Kogan Page; 1 edition (3 Nov. 2009)
Language: English
ISBN-10: 0749457023
ISBN-13: 978-0749457020
Product Dimensions: 15.2 x 2.4 x 22.9 cm
Average Customer Review:
Amazon Bestsellers Rank: 2,005,295 in Books ()
- #1126 in > > > >
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Product description

Review

"The range of articles in this book will allow both beginners and experts to catch up with the lastest thinking and best practices." Matt Nitzberg, dunhummbyUSA, June 2010

Book Description

Contributions from 35 internationally recognized shopper marketing experts;

Shopper marketing is growing even faster than internet advertising;

70% of brand choices are made in the store, so shopper marketing is of vital importance.

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Ricardo

A Big Disappointment

1 January 2010

Format: HardcoverVerified Purchase

I spent quite a lot of money on this book and there is no way it's worth the outlay. For the same amount I could have bought "Why We Buy" by Paco Underhill", "Scoring Points" by Clive Humby et al, and "Buyology" by Martin Lindstrom (all of which are good books) and still had a pocket full of spare change! Indeed these three books cover, in far greater detail, most of the best bits bits of Shopper Marketing.
Rather than being "the standard reference work on this new field of marketing" (Good grief!), this book reads more like a random collection of poorly written advertising blurbs for expensive and overrated marketing consultancies. There are some good contributions in here (Luc Desmedt, Matt Nitzberg, Gordon Pincott, and two or three others), but they are drowned out by the dross.
Shopper marketers, look elsewhere for your inspiration!

4 people found this helpful

Comment

Krystyna Jarek

Great!

17 December 2012

Format: HardcoverVerified Purchase

The book gives new insight on shopper behaviour and explains how to use it in business.
The most crucial in this book are secssions writen by different authors. Looking at shoppers from different perspective brings broaden overlook at the market.
A must read for any Channel / Shopper or Trade Marketing Manager:-)

Comment

Rolf Dobelli

At last, marketing gets around to the shopper

23 August 2010

Format: Hardcover

Shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work? Marketing consultants and editors Markus Ståhlberg and Ville Maila, and 35 other shopper-marketing experts, offer almost three dozen essays that detail how this tactic works, outline its benefits and explain how to implement it. getAbstract strongly recommends this definitive shopper-marketing resource. Its mix of savvy insights and suggestions from those on the front lines of retailing will appeal to product and brand managers, packaging experts, display designers, merchandising specialists, retail and manufacturing marketing and sales executives, as well as students of marketing, merchandising and selling.

One person found this helpful

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Sergi Quinto

mixed complilation

1 December 2009

Format: Hardcover

each chapter is written by one different author. Little connnection among them and interest and quality depends on each chapter. Good to have if you don't care so much about the money invested

2 people found this helpful

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Ruokonen Janne

To increase your sales, Shopper Marketing is the key

28 December 2009

Format: Hardcover

Brands are chosen at the point of purchase and that's where you need to focus your marketing efforts. You can invest a lot of money on advertising and brand awareness, only to see the competition lure the consumer away at the last minute with clever packaging and cost efficient promotions! This is the key message of the Shopper Marketing book, driven home with facts and studies about real consumer behavior.

If you want to get smart about your marketing investments, you cannot ignore the power of shopper marketing strategies. Shopper Marketing provides you with the understanding and practical toolbox to improve your sales.

But what is Shopper Marketing? It is a relatively unknown area of marketing with the purpose of converting shoppers into buyers the very moment they make the purchase decision - at the point of purchase on the shop-floor of a supermarket or a convenience store, for example. Since consumers make most of the purchase decisions in the store, Shopper Marketing with its various promotional strategies and innovative tactics has a huge impact on which brands the consumers actually end up choosing.

With over thirty contributors, covering complete span from strategy to implementation, the Shopper Marketing book is destined to become the standard reference work on this new field of marketing.

Comment

N. Deshmukh

Exciting Insights

17 May 2010

Format: Hardcover

This book provides a good insight into the world of Shopper Marketing. The write up's are brilliant and written by experts in the Shopper Marketing Sector.

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