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 requi...

HOW TOdesign an enjoyable and/or efficient shopper experience.adapt your retail format to new societal trends while keeping the retail brand differentiating.energise supplier-retailer relationships and face the challenges ahead in an open and a collaborative way.Retail is going through tremendous change as a result of new types of competitors and ever higher consumer expectations. An abundance of products, media and data has become available...

Demonstrating how retailers can tap into shoppers’ needs for variety without increasing complexity and stress, this innovative book combines cutting-edge research with hands-on, practical frameworks.Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has an innate need for variety.Addressing this challenge Constant Berkhout offers...

O varejo vem passando por uma verdadeira revolução. Com a popularização da internet, desde o início dos anos 2000, lojistas de diversos segmentos têm experimentado um duplo desafio: a sobrevivência e a prosperidade. Com a maioria crescente dos consumidores cada vez mais "plugados" em seus smartphones, acessando redes sociais e comprando por meio de aplicativos e sites de e-commerce em qualquer parte do planeta, a missão de manter de pé uma operação de varejo tradicional, com loja física, t...