Contents
Inside the Mind of the Shopper: The Science of Retailing
Author’s Notes and Acknowledgments
Introduction Twenty Million Opportunities to Buy
Twenty Million Seconds: Shopper Time Is Mostly Wasted
Time Is Money: Shopper Seconds per Dollar
Leaving Money in the Aisles: The $80 Million Question
Chapter 1 The Quick Trip: Eighty Percent of Shopper Time Is Wasted
Three Shoppers: Quick Trip, Fill-In, and Stock-Up
The Right Paths for the Right Shoppers
Purchase Modes and Selection Paradigm
Chapter 2 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
Chapter 3 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: Elephant Herds
Products Hardly Ever Dictate Shopper Traffic—Open Space Does
Where the Rubber Meets the Linoleum
Chapter 4 Active Retailing: Putting Products into the Path of Shoppers
Put the Right Products in the Path of Customers
Double Conversion™: Converting Visitors to Shoppers to Buyers
Packaging Must Play the Starring Role
Holding Power—How Long Is Long Enough?
Stopping and Closing Power: VitalQuadrant™ Analysis
Good Is the Enemy of the Great
Chapter 5 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
PART II Going Deeper into the Shopper’s Mind
Chapter 6 The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty
Chapter 10 The Internet Goes Shopping
Implications for Retailers and Brand Owners
Chapter 11 Game-Changing Retail: A Manifesto
Appendix Views on the World of Shoppers, Retailers, and Brands
Excerpts from “Views from the Hills of Kentucky” by Robert Stevens
Smart Retail: Winning Ideas and Strategies from the Most Successful Retailers in the World
Part one You: Starting at the beginning.
1 What do you want for yourself?
Part two Team: Make us happy and we will make you money.
7 How to get people out of bed
8 All we need is a little better every time
Part three Customer: Make me happy and I will give you my money.
Part four Store: Make it brilliant and they will spend.
14 The great big theater of shop
15 Detail, detail, detail—the store environment
16 And finally ... how we got here
Appendix I Your job and Smart Retail