Title Page
by Herb Sorensen
Inside the Mind of the Shopper: The Science of Retailing, Second Edition
- About This E-Book
- Title Page
- Copyright Page
- Praise from First Edition of Inside the Mind of the Shopper
- Praise for the Second Edition of Inside the Mind of the Shopper
- Dedication
- Contents at a Glance
- Contents
- Acknowledgments
- About the Author
- Preface: Who Is #1?
- Introduction
- Part I: Toward Total Convergence of Bricks-and-Mortar and Online Retailing
- 1. How We Got Here and Where We Are Going
- What Is Selling?
- Selling Requires a Salesperson, Not a Retailer
- SELLING: Focus on the Big Head of What the Shopper Wants to Buy
- Stop Shouting at Your Shoppers
- How We Got This Way
- Can Selling Make a Comeback in the Twenty-first Century?
- The Four Dimensions of Purchasing
- Where Is Selling Going?
- The Selling Prescription
- The Shopper’s Ideal Self-Service Retail Experience
- What Does the Ideal Self-Service Retail Store of the Future Look Like?
- The Ever-Changing Retail Landscape Favors an Evolving Retailer Species
- Review Questions
- Endnotes
- 2. Transitioning Retailers from Passive to Active Mode
- Passive Merchandising No Longer Suffices in a Shopper-Driven World
- The Journey to Active Retailing and the Five Vital Tenets of Active Retailing
- The Five Vital Tenets of Active Retailing
- Tenet 1: Measure and Manage the Shopper’s Time in the Store
- A Shopper’s Time Should Be as Important to the Retailer as It Is to the Shopper!
- Wasted Days and Wasted Nights
- Implications for Active Retailing
- Steps for Managing Shoppers’ Time in Store
- Tenet 2: Focus on the Big Head
- Implications for Active Retailing
- Retailers Attempting to Manipulate or Extend a Shopper’s Trip Are on a Fool’s Errand
- Steps in Managing the Big Head
- Tenet 3: Assist Shoppers as They Navigate the Store
- Mr. Retailer, Tear Down This Wall!
- Implications for Active Retailing
- Activating the Dominant Path
- Steps in Assisting Shoppers as They Navigate the Store
- Tenet 4: Sell Sequentially
- What Comes First, The Chicken or the Egg?
- Does the Order of Things Matter?
- Implications for Active Retailing
- Steps for Sequential Selling
- Tenet 5: Managing the Long Tail
- So Where Does This Leave the Tens of Thousands of Other Items That Populate the Shelves of the Store?
- “Nobody Goes There Anymore. It’s Too Crowded”—Yogi Berra
- Implications for Active Retailing
- Steps in Managing the Long Tail
- A Passing Thought about the Role of Displays in Active Retailing
- Closing Thoughts
- Review Questions
- Endnotes
- 3. Selling Like Amazon Online and in Bricks Stores
- 4. Integrating Online and Offline Retailing: An Interview with Peter Fader and Wendy Moe
- How Did the Internet Change the Study of Shopping Behavior?
- In What Way Are the Online and Offline Patterns Similar?
- How Are Paths in the Supermarket Similar to Paths Online?
- Can Online Retailers Learn from Offline Shopper Behavior?
- Tell Me about What You’ve Found Out about Crowd Behavior?
- What Have You Learned about Licensing and Sequencing—Such as the Purchase of Vice Items After Virtue Items?
- What Have You Found Out about the Pace of the Shopping Trip?
- What Have You Learned about Shopping Momentum?
- What Have You Learned about the Role of Variety in Shopping?
- What Have You Learned about Efficiency? Is It Better to Allow Shoppers to Get Quickly In and Out of the Store, or Should Retailers Try to Prolong the Trip?
- This Raises the Question of Whether Shoppers Are in the Store for Utilitarian Reasons Alone or If They Are Interested in an Experience. What Is the Difference?
- What Have You Learned so far about What Shoppers Are Looking for When They Go Online?
- How Do Online Retailers Use These Insights about Shopper Visits?
- This Captures the Whole Point of What We’ve Called “Active Retailing.” Online Is Leading Offline in This Area. How Does This Come into the Physical Store?
- How Do Some of the Complex Forces of Shopping Behavior Play Out? Why Is There a Need for Better Modeling?
- What Topics Are You Studying Now?
- Review Questions
- Endnotes
- 5. The Coming Webby Store
- 1. How We Got Here and Where We Are Going
- Part II: Going Deeper into the Shopper’s Mind
- 6. Long-Cycle Purchasing
- Higher Cost Leads to Anxiety and Indecision
- Longer Shopping Process
- Role of Time and Building Desire for Long-Cycle Purchasing
- The Shopper Engagement Spectrum
- Speeding the Shopper along the Path-to-Purchase: First Build Desire and Facilitate the Tipping Point
- The Shopper’s Journey
- Review Questions
- Endnotes
- 7. The Quick-Trip Paradox: An Interview with Mike Twitty
- How Do You Define a Quick Trip?
- Why Do Shoppers Make So Many Quick Trips?
- How Do Pre-store Decisions Affect the Quick Trip?
- What Factors Do Consumers Consider in Deciding Where and How to Shop?
- How Do Consumers Think about Shopping Trips?
- What Did You Learn from This Research?
- How Could It Be that Even Warehouse Clubs and Supercenters—Whose Design so Strongly Encourages Stock-up Shopping—Receive More Quick Trips than Stock-up or Fill-in Trips?
- Given that Quick Trips Account for Two-thirds of Shopping Trips, How Can Retailers and Manufacturers Cater to these Shoppers?
- What Is the Quick-trip Paradox?
- Given this Paradox, How Can Retailers and Manufacturers Capitalize on the Quick Trip?
- Could the Shoppers’ Motives for Making the Trip Offer Insights into the Best Assortment to Offer?
- How Can Retailers Best Meet the Needs of Quick-Trip Shoppers?
- What Are the Implications for Retailers and Manufacturers?
- Review Questions
- Endnotes
- 8. Three Moments of Truth and Three Currencies
- 9. In-Store Migration Patterns: Where Shoppers Go and What They Do
- If You Stock It, They Will Come
- Understanding Shopper Behavior
- First Impressions: The Entrance
- Shopper Direction: Establishing a Dominant Path for the Elephant Herds
- The Checkout Magnet
- Products Hardly Ever Dictate Shopper Traffic—Open Space Does
- Managing the Two Stores
- Five Store Designs
- Where the Rubber Meets the Linoleum
- Review Questions
- Endnotes
- 6. Long-Cycle Purchasing
- Part III: Conclusions
- 10. Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog
- Where the Money Is in Retail
- Massive Amounts of Data
- Shifting Relationships
- A Refreshing Change: Working Together to Sweeten Sales
- Beyond Category Management
- A New Era of Active Retailing: Total Store Management
- Pitching a Category’s Emotional Tone More Precisely
- Retailers Control Reach
- The Urgent Need for Retailing Evolution
- Review Questions
- Endnotes
- 11. Conclusion Game-Changing Retail: A Manifesto
- 10. Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog
- Afterword: Endcaps and the “Promotional” Store
- Index
Inside the Mind of the Shopper
Second Edition
The Science of Retailing
Herb Sorensen
With Mark Heckman, Accelerated Merchandising,
and James Sorensen, Kantar Retail
Study questions by Svetlana Bogomolova,
Ehrenberg-Bass Institute of Univ. So. Australia
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