Аннотация
In Inside the Mind of the Shopper , world-renowned retail consultant Dr. Herb Sorensen, Ph.D. uncovers the truth about the retail shopper and rips away the myths and mistakes that lead retailers to miss their greatest opportunities. Every year, says Sorensen, shoppers will spend a quadrillion seconds in supermarkets and theyll waste 80% of that time. Drawing on Sorensens breakthrough second-by-second analysis of millions of shopping trips, this book reveals how consumers actually behave, move, and make buying decisions as they move through supermarkets and other retail stores. Sorensen presents powerful, tested strategies for designing more effective stores, improving merchandising, and driving double-digit sales increases. He identifies simple interventions that can have dramatic sales effects, and shows why many common strategies simply dont work. Youll learn how to appeal to the "e;quick trip"e; shopper, make the most of all three "e;moments of truth,"e; understand consumers powerful in-store migration patterns, improve collaboration between manufacturers and retailers, learn the lessons of Stew Leonards and other innovators, and much more. Then, in Part II, Sorensen presents revealing interviews with several leading in-store retail experts, including crucial insights on using technology and retailing to multicultural communities. The worlds #1 guide to retail success, complete with crucial, up-to-date insights--including new case studies, ideas, strategies, and tactics from todays best retailers, like TopShop, IKEA, and Best Buy. Smart Retail incorporates several valuable chapters, including: Opportunities to learn from past retail pioneers: simple yet effective strategies your competitors have forgotten. How to use data to drive profit and growth. How to do more with less, and maximize the value each team member brings to the table. How to use new technology to develop highly productive, innovative "e;Remote Teams."e; Covering everything from creating the ultimate retail experience to understanding the customer and the importance of motivated workers, this is the book that will equip managers, teamworkers, retail entrepreneurs and indeed anybody who sells direct to customers, with practical winning ideas and strategies.
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