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Author's Notes and Acknowledgments | |
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About the Author | |
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Preface | |
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Introduction Twenty Million Opportunities to Buy | |
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Twenty Million Seconds: Shopper Time Is Mostly Wasted | |
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Time Is Money: Shopper Seconds per Dollar | |
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Leaving Money in the Aisles: The $80 Million Question | |
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Planning Our Trip | |
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Shopping Serengeti | |
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Endnotes | |
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Active Retailing | |
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The Quick Trip: Eighty Percent of Shopper Time Is Wasted | |
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Three Shoppers: Quick Trip, Fill-In, and Stock-Up | |
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Rise of the Small Store | |
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Perils of Promotion | |
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The Big Head and Long Tail | |
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Heads You Win | |
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The Communal Pantry | |
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Layered Merchandising | |
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The Right Paths for the Right Shoppers | |
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Purchase Models and Selection Paradigm | |
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Spending Faster | |
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Conclusion: Dual Chaos | |
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Endnotes | |
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Three Moments of Truth and Three Currencies | |
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Moments of Truth | |
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Seeing the Truth: Eyes Are Windows to the Shopper | |
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Reach: Impressions and Exposures | |
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Stopping Power (and Holding Power) | |
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Closing Power | |
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Three Currencies of Shopping: Money, Time, and Angst | |
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A Complex Optimization | |
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Endnotes | |
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In-Store Migration Patterns: Where Shoppers Go and What They Do | |
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If You Stock It, They Will Come | |
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Understanding Shopper Behavior | |
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First Impressions: The Entrance | |
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Shopper Direction: Elephant Herds | |
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The Checkout Magnet | |
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Products Hardly Ever Dictate Shopper Traffic-Open Space Does | |
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Managing the Two Stores | |
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Five Store Designs | |
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Where the Rubber Meets the Linoleum | |
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Endnotes | |
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Active Retailing: Putting Products into the Path of Shoppers | |
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Active Retailing | |
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Put the Right Products in the Path of Customers | |
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Double ConversionTM: Converting Visitors to Shoppers to Buyers | |
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Packaging Must Play the Starring Role | |
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Holding Power-How Long Is Long Enough? | |
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Stopping and Closing Power: VitalQuadrantTM Analysis | |
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Playing the Niche | |
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Good Is the Enemy of the Great | |
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Endnotes | |
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Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog | |
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Where the Money Is in Retail | |
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Massive Amounts of Data | |
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Shifting Relationships | |
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A Refreshing Change: Working Together to Sweeten Sales | |
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Beyond Category Management | |
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A New Era of Active Retailing: Total Store Management | |
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Pitching a Category's Emotional Tone More Precisely | |
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Retailers Control Reach | |
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The Urgent Need for Retailing Evolution | |
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Endnotes | |
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Going Deeper into the Shopper's Mind | |
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The Quick-Trip Paradox: An Interview with Unilever's Mike Twitty | |
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Endnotes | |
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Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) | |
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Endnotes | |
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Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural | |
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Endnotes | |
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Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets | |
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Conclusions | |
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The Internet Goes Shopping | |
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Entering the VideoCart Age | |
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Cell Phone Invasion | |
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Implications for Retailers and Brand Owners | |
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The Power of Model Makers | |
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The Model Business | |
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A Fivefold Increase | |
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Endnotes | |
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Game-Changing Retail: A Manifesto | |
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Appendix | |
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Appendix: Views on the World of Shoppers, Retailers, and Brands | |
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Excerpts from "Views from the Hills of Kentucky" by | |
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Index | |