Shopper Intimacy A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success

ISBN-10: 013707543X

ISBN-13: 9780137075430

Edition: 2011

Authors: Rick DeHerder, Richard Blatt, Dick Blatt

List price: $34.99
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Book details

List price: $34.99
Copyright year: 2011
Publisher: FT Press
Publication date: 9/13/2010
Binding: Hardcover
Pages: 256
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 1.034
Language: English

Louise Shelley is a Professor in the School of Public Policy and the founder and Director of the Terrorism, Transnational Crime and Corruption Center (TraCCC) at George Mason University. She is a leading U.S. expert on transnational crime and terrorism, with a particular focus on the former Soviet Union. Dr Shelley is the author of Policing Soviet Society (1996), Lawyers in Soviet Work Life (1984) and Crime and Modernization (1981), as well as numerous articles and book chapters on all aspects of transnational crime, corruption and the crime-terror nexus.Richard DeHerderis Founder and CEO of the Array Marketing Group. Prior to founding Array in 1999, he served for a decade as a marketing executive at Mattel, rising to Executive Vice President. Richard Blattserved until recently as President and CEO of POPAI, the leading global, non-profit trade association for marketing at-retail. DeHerder and Blatt led most of the primary research and were intimately involved with all the major research projects this book is based upon. nbsp;

Introduction
REAP (Retail Ecosystem Analytics Process)
Utilizing REAP to Deliver Consistent Results
Shopper Analysis Integration
Case Studies
Measuring Marketing at Retail in Supermarkets
Overview
Phase One-POPAI's Channel Studies
Measuring Marketing at Retail in Convenience Stores
Overview
Retail Marketing Execution Techniques Concentrated
Marketing Messages Concentrated
Huge Premium for Excellence
Brand Size Drives Outpost Display Activity
Category Response Varies Widely by Message Location
Borrowed Interest Has a Disproportionate Impact on Smaller Brands
Strong Brand Expression Significantly Outperforms Generic Treatment
Store Is Not Overloaded with Retail Marketing Material
Effectiveness Ratio Predicts Sales Success
Retailer Analysis Yields Success sImplementation Model
Measuring Marketing at Retail in Drug Stores
Overview
Many Key Results Consistent with Other Studies
Retail Marketing Effectiveness Higher in Chain Drug Stores
Message Matters
Promotion/Advertising Consistently Enhances Impact
Brand-Focused Messages More Effective
Price Savings Drive Impulse Results
Value Message Drives Private Label
Shopper Actions Differ from Words
RFID Tracking Delivers Reliable, Real-Time Data
Retail Audience and CPM Very Attractive
Establishing In-Store Marketing Measures
Retail Marketing Metrics
Definitions
Potential Reach
Actual Audience Reach
In-Store Rating Points
Cost Per Thousand (CPM)
Audience Delivery Worksheet
Phase One Summary
Phase Two-Nielsen's PRISM Project
Research Learnings
Summary
Capturing Shopping Dynamics in Store
Overview
Market Tests
Examples of Retail Marketing Ratios
Potential Applications
Recap
Summary
The Retail Marketing Model Shifts
Shopper Models
Retail Marketing Definition
Shopper Understanding
Summary
Decision Drivers
Retail Factors and Purchase Decision Types
Financial Impact of Presentation Optimization
Retail Success Drivers
Leveraging Related Items
Shaping Opportunities
Emotional Power
Practical Learnings
Summary
Online Retailing
Applying Learning and Traditional Tools
Managing Online Dynamics
Online Tools
Measuring Return on Investment
Delivering Results
Retail Tools
Return on Investment Models
Achieving Success Through Shopper Intimacy
Index
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