Contents
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
Appendix IV Books for retailers
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
Chapter 1 REAP (Retail Ecosystem Analytics Process)
Utilizing REAP to Deliver Consistent Results
Chapter 2 Measuring Marketing at Retail in Supermarkets
Phase One—POPAI’s Channel Studies
Chapter 3 Measuring Marketing at Retail in Convenience Stores
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 sImplementation Model
Chapter 4 Measuring Marketing at Retail in Drug Stores
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
Chapter 5 Establishing In-Store Marketing Measures
Phase Two—Nielsen’s PRISM Project
Chapter 6 Capturing Shopping Dynamics in Store
Examples of Retail Marketing Ratios
The Retail Marketing Model Shifts
Retail Factors and Purchase Decision Types
Financial Impact of Presentation Optimization
Applying Learning and Traditional Tools
Chapter 10 Measuring Return on Investment