Contents
Open Space Actually Attracts Shoppers—Think Navigation!
Part I Toward Total Convergence of Bricks-and-Mortar and Online Retailing
Chapter 1 How We Got Here and Where We Are Going
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
The Birth of Self-Service Retail
Can Selling Make a Comeback in the Twenty-first Century?
The Four Dimensions of Purchasing
Now! Purchases (Advantage—Bricks Retail)
Surprise/Delight Purchases (Advantage—Bricks Retail)
Routine/Autopilot Purchases (Advantage—Online Retail)
Frustration/Angst Purchases (Advantage—Online Retail)
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
Chapter 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!
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
Steps in Assisting Shoppers as They Navigate the Store
What Comes First, The Chicken or the Egg?
Does the Order of Things Matter?
Implications for Active Retailing
Tenet 5: Managing the Long Tail
“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
Chapter 3 Selling Like Amazon Online and in Bricks Stores
Amazon Point of Focus #1: Navigation—Simple and Fast
Amazon Focus #2: Immediate Close
Amazon Focus #3: Affinity Sales and Crowd-Social Marketing
Amazon Focus #4: Reaching into the Long Tail
Amazon Focus #5: Info, Info, Info
Amazonian Selling in Bricks Stores
Amazonian Bricks Focus #1: Navigation—Simple and Fast
Amazonian Bricks Focus: Selection
Amazonian Bricks Focus #2: Immediate Close
Amazonian Bricks Focus #3: Affinity Sales/Crowd-Social Marketing
Amazonian Bricks Focus #4: Reaching into the Long Tail
Amazonian Bricks Focus #5: Info, Info, Info
Chapter 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 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 so far about What Shoppers Are Looking for When They Go Online?
How Do Online Retailers Use These Insights about Shopper Visits?
What Topics Are You Studying Now?
Chapter 5 The Coming Webby Store
Part II Going Deeper into the Shopper’s Mind
Chapter 6 Long-Cycle Purchasing
Higher Cost Leads to Anxiety and Indecision
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
Again, the Sales Associate Is Key to Closing the Sale and Completing the Transaction
Chapter 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?
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?
Chapter 8 Three Moments of Truth and Three Currencies
Seeing the Truth: Eyes Are Windows to the Shopper
Reach: Impressions and Exposures
Stopping Power (and Holding Power)
Three Currencies of Shopping: Money, Time, and Angst
Angst: A Vague and Unpleasant Emotion
Chapter 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
Products Hardly Ever Dictate Shopper Traffic—Open Space Does
Open Space Attracts: The Call of the Open Aisle
Where the Rubber Meets the Linoleum
Chapter 10 Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog
A Refreshing Change: Working Together to Sweeten Sales
A New Era of Active Retailing: Total Store Management
Pitching a Category’s Emotional Tone More Precisely
The Urgent Need for Retailing Evolution
Chapter 11 Conclusion Game-Changing Retail: A Manifesto