Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale

by Markus Ståhlberg, Ville Maila

Overview

Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion.

The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.

Product Details

ISBN-13:	9780749464721
Publisher:	Kogan Page, Ltd.
Publication date:	02/03/2012
Sold by:	Barnes & Noble
Format:	eBook
Pages:	296
File size:	4 MB

About the Author

Markus Stahlberg (editor) is the CEO of Phenomena Group Ltd. Ville Maila (editor) is the Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe. It is the global leader in package promotions with more than 40 offices in as many countries.
Markus Stahlberg is the CEO of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.
Ville Maila is the Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.

Table of Contents

• • Chapter - 00: Introduction;
• Section - ONE: Definition: what is shopper marketing?;
• • Chapter - 01: Science of shopping – Paco Underhill;
  • Chapter - 02: Point of view on shopper marketing – Gordon Pincott;
  • Chapter - 03: Shopper marketing: the discipline, the approach – Jim Lucas;
  • Chapter - 04: Seven steps towards effective shopper marketing – Luc Desmedt;
  • Chapter - 05: Bringing shopper into category management – Brian Harris;
  • Chapter - 06: Science of shopping – Gopi Krishnaswamy;
  • Chapter - 07: Illogic inside the mind of the shopper – Michael Sansolo;
  • Chapter - 08: For shoppers there’s no place like home – Harvey Hartman;
  • Chapter - 09: The three shopping currencies – Herb Sorensen;
  • Chapter - 10: The shopping motives of Chinese shoppers – Kevin Mu;
• Section - TWO: Strategy: how to approach shopper marketing;
• • Chapter - 11: Connecting, engaging and exciting shoppers – Michael Morrison and Meg Mundell;
  • Chapter - 12: Tailing your shoppers: retailing for the future – AnnaMaria M Turano;
  • Chapter - 13: Retail media: a catalyst for shopper marketing – Gwen Morrison;
  • Chapter - 14: Integrated communications planning for shopper marketing – David Sommer;
  • Chapter - 15: The conversion model for shopper research – Clemens Steckner;
  • Chapter - 16: Internationalization of shopper marketing – Ville Maila;
  • Chapter - 17: Ensuring your brand gets on the shopping list – Robert Levy;
  • Chapter - 18: Bridging gaps: retail in the emerging Indian market – Dheeraj Sinha;
  • Chapter - 19: The missing link: turning shopper insight into practice – Toon van Galen;
  • Chapter - 20: Capitalize on unrealized demand among shoppers – Al Wittemen;
  • Chapter - 21: Shopper promotions: what can marketers learn from price discounts – Markus Ståhlberg;
  • Chapter - 22: Marketing as a crucial part of retailer partnership – Antti Syväniemi;
  • Chapter - 23: Touching the elephant – Chris Hoyt;
  • Chapter - 24: Future shock – Ken Barnett;
  • Chapter - 25: Shopper marketing’s true potential – Dan Flint;
  • Chapter - 26: Putting the shopper in your shopper marketing strategy – Matt Nitzberg;
• Section - THREE: What is shopper marketing in action?;
• • Chapter - 27: Improving shopper marketing profitability with innovative promotions – Markus Ståhlberg;
  • Chapter - 28: The circle of shopper marketing mechanization – Dick Blatt;
  • Chapter - 29: Nestlé Rossiya, Russia – Lubov Kelbakh;
  • Chapter - 30: Connected shoppers are here, now – but how do you connect with them? – Jason Rogers;
  • Chapter - 31: Tesco Fresh&Easy, USA – Simon Uwins;
  • Chapter - 32: Shopper-oriented pricing strategies – Jon Hauptman;
  • Chapter - 33: Packaging can be your best investment – Russ Napolitano;
  • Chapter - 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process – Juliano Marcilio;
  • Chapter - 35: ‘Too many choices’ – and their implications for package design – Scott Young;
  • Chapter - 36: Maximizing ROI of package promotions – Ville Maila

What People are Saying About This

From the Publisher

"An impressive lineup of 35 contributors." - Bill Schober, editorial director at In-Store Marketing Institute

Editorial Reviews

"A fantastic read - no matter who you are in the organization"

Darren Marshall

"A fantastic read - no matter who you are in the organization." —Darren Marshall, Vice President, Global Customer & Shopper Marketing, The Coca Cola Company  

"[T]he book does a good job of providing different conceptual frameworks for extending shopper marketing practices across many retail segments, offline and online." —Brick Meets Click

Praise for the previous edition: 

Selected as one of the Top 30 Business Books of 2010 by Soundview Executive Book Summaries

"If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." —Roger Dooley, Neurosciencemarketing.com 

"A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." —Soundview Executive Book Summaries 

"An impressive lineup of 35 contributors." —Bill Schober, editorial director at In-Store Marketing Institute

From the Publisher