Fundamentals of Retailing & Shopper Marketing
By Jan Hillesland, et al.
February 2013
Pearson Education
Distributed by the Trans-Atlantic Publications
ISBN: 9780273757399
340 Pages
$75.00 Paper original
Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail.
The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice.
The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.
Contents:
Contents
Publishers acknowledgements
About the team
Introduction
Becoming a specialist in shopper marketing
Part One: the marketing discipline
Chapter 1: The marketing discipline, as we know it today, has to change
Traditional advertising is losing its effect
Current shopper marketing is based on feelings not facts
ROCK
Contradictions and similarities between suppliers and retailers
Part Two: strategy
Chapter 2: The product and the brand
Brands
Positioning and differentiation
Brand pictura
Chapter 3: Product portfolio and brand architecture
The size of a portfolio
Brand architecture
Use more time on your current portfolio rather than on innovation
Chapter 4: Brand portfolio and profitability
Chapter 5: Introduction to consumer and shopper segmentation
Definitions
Chapter 6: Consumer segmentation
What is consumer segmentation?
Segmentation models
Chapter 7: Shopper segmentation and shopper mission
Introduction to shopper segmentation
Segmentation and basic shopper/channel research
Priority order of shopper segmentation
Shopper missions
The Unilever studies
Shopper segmentation
Shopper profile
Chapter 8: Channel segmentation
Target groups and channels
Total market, category, brands, shopper segments, channels and individual retail chains
Financial performance
Chapter 9: What are the aligned prioritised commercial opportunities?
Strategic framework
Part three: in-store shopper marketing
Chapter 10: Introduction to shopper marketing
Introduction
Act based on facts – do the shopper research!
Increase revenue
Traffic
Chapter 11: The complexity of modern retailing
Thomas Rudolf and Jan Niklas Meise, St Gallen, Switzerland
Complexity for managers and consumers
Countering complexity through differentiation
Differentiated retail firms
Conclusion
Chapter 12: retail structure
Odd Gisholt, BI, Norway
Introduction
Sales methods and chain management
Strategic decisions in retailing
Retail trends
Private labels
Wholesalers
Market logistics
Marketing shopping centres in Europe
Chapter 13: Positioning and advertising for retail chains
Alf Bendixen, BigBlue&Company, Norway
Retail chains
Chapter 14: retail distribution, traffic and bonding
Advertising
Traffic
Leaflets and direct mail
Location and habit
Increase bonding and loyalty
Chapter 15: Loyalty programmes
Truls Fjeldheim, Norgesgruppen, Norway
Introduction
History and background
Different types of loyalty programmes/cards
Loyalty programme content
How to develop a CRM activity plan using sophisticated segmentation models
How a loyalty programme can drive growth and profitability
Chapter 16: inside the supermarket
Inside the supermarket
Chapter 17: Retail atmospherics
Shoppers and the in-store atmosphere
Design factors
In-store layout
Colour and light
Signage
Atmospheric background factors: music, scent and touch
Social factors
Summary discussion and further research
Chapter 18: Optimise location and floorplans
Be present in a relevant location in the shop
Chapter 19: Category merchandising and category management
Category merchandising
Category management
Chapter 20: Merchandising on shelf: range and assortment
Merchandising on shelf
Category and brand drivers
Merchandising basics
Let sales results be the driver
Choose relevant competitive adjacencies
Shelf-ready packaging (SRP)
Range and assortment
Chapter 21: pricing
Relative pricing
Price strategy
Price elasticity – how to use it
Chapter 22: Point of sales (POS) and promotions
POS is advertising in-store!
Loyal shoppers and consumers
POS
POS: basic testing
In-store media
Chapter 23: packaging design
Jesper Clement, Copenhagen Business School, Denmark
The role of packaging design
Chapter 24: Implementation
Implementation of shopper marketing as a discipline
Notes
References
Index