Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
by Dick Blatt, Rick DeHerder, Richard Hammond
Learn Popular Retail Strategies (Collection)
- About This eBook
- Title Page
- Copyright Page
- Contents
- Smart Retail: Winning Ideas and Strategies from the Most Successful Retailers in the World
- Copyright Page
- Dedication Page
- Acknowledgments
- Photo Acknowledgments
- Introduction to this Edition
- Preface—Why retailing?
- Part One—You: Starting at the beginning.
- Part Two—Team: Make us happy and we will make you money.
- Part Three—Customer: Make me happy and I will give you my money.
- Part Four—Store: Make it brilliant and they will spend.
- Epilogue—And we’re done?
- Appendix I. Your job and Smart Retail
- Appendix II. Take-action time
- Appendix III. Street time
- Appendix IV. Books for retailers
- Index
- Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
- Copyright Page
- Dedication Page
- Praise for Shopper Intimacy
- Acknowledgments
- About the Authors
- Introduction
- 1. REAP (Retail Ecosystem Analytics Process)
- 2. Measuring Marketing at Retail in Supermarkets
- 3. Measuring Marketing at Retail in Convenience Stores
- Overview
- Learning One: Retail Marketing Execution Techniques Concentrated
- Learning Two: Marketing Messages Concentrated
- Learning Three: Huge Premium for Excellence
- Learning Four: Brand Size Drives Outpost Display Activity
- Learning Five: Category Response Varies Widely by Message Location
- Learning Six: Borrowed Interest Has a Disproportionate Impact on Smaller Brands
- Learning Seven: Strong Brand Expression Significantly Outperforms Generic Treatment
- Learning Eight: Store Is Not Overloaded with Retail Marketing Material
- Learning Nine: Effectiveness Ratio Predicts Sales Success
- Learning Ten: Retailer Analysis Yields Success Implementation Model
- Endnotes
- 4. Measuring Marketing at Retail in Drug Stores
- Overview
- Learning One: Many Key Results Consistent with Other Studies
- Learning Two: Retail Marketing Effectiveness Higher in Chain Drug Stores
- Learning Three: Message Matters
- Learning Four: Promotion/Advertising Consistently Enhances Impact
- Learning Five: Brand-Focused Messages More Effective
- Learning Six: Price Savings Drive Impulse Results
- Learning Seven: Value Message Drives Private Label
- Learning Eight: Shopper Actions Differ from Words
- Learning Nine: RFID Tracking Delivers Reliable, Real-Time Data
- Learning Ten: Retail Audience and CPM Very Attractive
- Endnotes
- 5. Establishing In-Store Marketing Measures
- 6. Capturing Shopping Dynamics in Store
- 7. Shopper Models
- 8. Decision Drivers
- 9. Online Retailing
- 10. Measuring Return on Investment
- Index
Shopper Intimacy
A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
Rick DeHerder and Dick Blatt
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