Contents at a Glance
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
Contents at a Glance
Part I Toward Total Convergence of Bricks-and-Mortar and Online Retailing
Chapter 1 How We Got Here and Where We Are Going
Chapter 2 Transitioning Retailers from Passive to Active Mode
Chapter 3 Selling Like Amazon Online and in Bricks Stores
Chapter 4 Integrating Online and Offline Retailing: An Interview with Peter Fader and Wendy Moe
Chapter 5 The Coming Webby Store
Part II Going Deeper into the Shopper’s Mind
Chapter 6 Long-Cycle Purchasing
Chapter 7 The Quick-Trip Paradox: An Interview with Mike Twitty
Chapter 8 Three Moments of Truth and Three Currencies
Chapter 9 In-Store Migration Patterns: Where Shoppers Go and What They Do
Chapter 10 Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog
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