A01=Colin Harper
A01=Roddy Mullin
AIDA
ASOS
Author_Colin Harper
Author_Roddy Mullin
B2B Suppliers
BRC
carphone
Category=KJMV7
Category=KJMV8
Category=KJS
Category=KJSP
Category=KJSU
Communication Canvas
consumer decision process
core
Core Store
Deal Seekers
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Future Market Position
Higher Emotional Activation
IGD
in-store shopper psychology
journey
Key Words
marketing communication frameworks
media
Nielsen Homescan
Non-price Promotions
POS
promotion
purchase barriers research
QR Code
Red Nose Day
retail behavioural analysis
retail purchase pathway optimisation
RFM
ROI
sales
shopper marketing strategy
shoppers
Short Term Messaging
social
stores
Superb
UK Retail Sector
UK Retailer
UK Shopper
UK Store
warehouse
Young Men
Product details
- ISBN 9781032837468
- Weight: 760g
- Dimensions: 174 x 246mm
- Publication Date: 24 Jun 2024
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial. The sales and marketing challenge is what to say, and where to say it. Shoppernomics, based on research and case studies from US and UK, examines the path taken by the potential buyer. The authors describe the key drivers and barriers on the journey to purchase. They identify the need to get key messages, key partners and key media all working together, and a framework for success. The authors challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. Shoppernomics provides the manual for achieving successful companies serving happy and loyal customers, as the ultimate goal for manufacturers, retailers and brands. It reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. Shoppernomics is designed to deliver fast results for companies prepared to recognise that they are not perfect, and go the extra mile to find out why.
Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. Since 1987 he has been in consultancy helping some 300 companies in the UK particularly with marketing. He is a Fellow of the IMechE, CIBSE, CIM and RSA. He is the ex-Senior Warden of the Worshipful Company of Marketors. His Sales Promotion book (updated in September 2014 as Promotional Marketing) is the core text of the Institute of Promotional Marketing Diploma for which he is also an examiner. Colin Harper BSc (Psychology) MA (Marketing) is a member of the Chartered Institute of Marketing, the ex-Director of Insight for the Institute of Promotional Marketing and Director of Insight for The Retail Bulletin. He is also CEO of RetailVitalStatistics.com.
