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Inside the Mind of the Shopper: The Science of Retailing, Second Edition

Name: Inside the Mind of the Shopper: The Science of Retailing, Second Edition
Author: Herb Sorensen
ISBN: 9780134307824

by Herb Sorensen

August 2016

Intermediate to advanced

320 pages

7h 53m

English

Pearson

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About This E-Book
Title Page
Copyright Page
Praise from First Edition of Inside the Mind of the Shopper
Praise for the Second Edition of Inside the Mind of the Shopper
Dedication
Contents at a Glance
Contents
Acknowledgments
About the Author

Preface: Who Is #1?
Introduction
Bidirectional SearchProducts/Shoppers CompetitionOpen Space Actually Attracts Shoppers—Think Navigation!Review QuestionsEndnotes
Part I: Toward Total Convergence of Bricks-and-Mortar and Online Retailing
1. How We Got Here and Where We Are Going
What Is Selling?Selling Requires a Salesperson, Not a RetailerSELLING: Focus on the Big Head of What the Shopper Wants to BuyStop Shouting at Your ShoppersHow We Got This WayEarly Shopping in AmericaThe Birth of Self-Service RetailCan Selling Make a Comeback in the Twenty-first Century?The Four Dimensions of PurchasingNow! Purchases (Advantage—Bricks Retail)Surprise/Delight Purchases (Advantage—Bricks Retail)Routine/Autopilot Purchases (Advantage—Online Retail)Frustration/Angst Purchases (Advantage—Online Retail)Where Is Selling Going?The Selling PrescriptionThe Shopper’s Ideal Self-Service Retail ExperienceWhat Does the Ideal Self-Service Retail Store of the Future Look Like?The Dark StoreStep-by-StepThe Ever-Changing Retail Landscape Favors an Evolving Retailer SpeciesReview QuestionsEndnotes
2. Transitioning Retailers from Passive to Active Mode
Passive Merchandising No Longer Suffices in a Shopper-Driven WorldThe Journey to Active Retailing and the Five Vital Tenets of Active RetailingThe Five Vital Tenets of Active RetailingTenet 1: Measure and Manage the Shopper’s Time in the StoreA Shopper’s Time Should Be as Important to the Retailer as It Is to the Shopper!Wasted Days and Wasted NightsImplications for Active RetailingSteps for Managing Shoppers’ Time in StoreTenet 2: Focus on the Big HeadImplications for Active RetailingRetailers Attempting to Manipulate or Extend a Shopper’s Trip Are on a Fool’s ErrandSteps in Managing the Big HeadTenet 3: Assist Shoppers as They Navigate the StoreMr. Retailer, Tear Down This Wall!Implications for Active RetailingActivating the Dominant PathSteps in Assisting Shoppers as They Navigate the StoreTenet 4: Sell SequentiallyWhat Comes First, The Chicken or the Egg?Does the Order of Things Matter?Implications for Active RetailingSteps for Sequential SellingTenet 5: Managing the Long TailSo Where Does This Leave the Tens of Thousands of Other Items That Populate the Shelves of the Store?“Nobody Goes There Anymore. It’s Too Crowded”—Yogi BerraImplications for Active RetailingSteps in Managing the Long TailA Passing Thought about the Role of Displays in Active RetailingClosing ThoughtsReview QuestionsEndnotes
3. Selling Like Amazon Online and in Bricks Stores
Amazon Selling OnlineAmazon Point of Focus #1: Navigation—Simple and FastAmazon Focus: SelectionAmazon Focus #2: Immediate CloseAmazon Focus #3: Affinity Sales and Crowd-Social MarketingAmazon Focus #4: Reaching into the Long TailAmazon Focus #5: Info, Info, InfoAmazonian Selling in Bricks StoresAmazonian Bricks Focus #1: Navigation—Simple and FastAmazonian Bricks Focus: SelectionAmazonian Bricks Focus #2: Immediate CloseAmazonian Bricks Focus #3: Affinity Sales/Crowd-Social MarketingAmazonian Bricks Focus #4: Reaching into the Long TailAmazonian Bricks Focus #5: Info, Info, InfoReview QuestionsEndnotes
4. Integrating Online and Offline Retailing: An Interview with Peter Fader and Wendy Moe
How Did the Internet Change the Study of Shopping Behavior?In What Way Are the Online and Offline Patterns Similar?How Are Paths in the Supermarket Similar to Paths Online?Can Online Retailers Learn from Offline Shopper Behavior?Tell Me about What You’ve Found Out about Crowd Behavior?What Have You Learned about Licensing and Sequencing—Such as the Purchase of Vice Items After Virtue Items?What Have You Found Out about the Pace of the Shopping Trip?What Have You Learned about Shopping Momentum?What Have You Learned about the Role of Variety in Shopping?What Have You Learned about Efficiency? Is It Better to Allow Shoppers to Get Quickly In and Out of the Store, or Should Retailers Try to Prolong the Trip?This Raises the Question of Whether Shoppers Are in the Store for Utilitarian Reasons Alone or If They Are Interested in an Experience. What Is the Difference?What Have You Learned so far about What Shoppers Are Looking for When They Go Online?How Do Online Retailers Use These Insights about Shopper Visits?This Captures the Whole Point of What We’ve Called “Active Retailing.” Online Is Leading Offline in This Area. How Does This Come into the Physical Store?How Do Some of the Complex Forces of Shopping Behavior Play Out? Why Is There a Need for Better Modeling?What Topics Are You Studying Now?Review QuestionsEndnotes
5. The Coming Webby Store
The “Ideal” Sized StoreReview QuestionsEndnotes
Part II: Going Deeper into the Shopper’s Mind
6. Long-Cycle Purchasing
Higher Cost Leads to Anxiety and IndecisionLonger Shopping ProcessRole of Time and Building Desire for Long-Cycle PurchasingA Word about Building DesireWishWantNeedGotThe Shopper Engagement SpectrumSpeeding the Shopper along the Path-to-Purchase: First Build Desire and Facilitate the Tipping PointLife ChangesProduct BenefitsAbility to PayThe Shopper’s JourneyEarly in the Shopping JourneyEducateLate in the Shopping JourneyValidating ChoiceComplete the TransactionMobileAgain, the Sales Associate Is Key to Closing the Sale and Completing the TransactionConclusionReview QuestionsEndnotes
7. The Quick-Trip Paradox: An Interview with Mike Twitty
How Do You Define a Quick Trip?Why Do Shoppers Make So Many Quick Trips?How Do Pre-store Decisions Affect the Quick Trip?What Factors Do Consumers Consider in Deciding Where and How to Shop?How Do Consumers Think about Shopping Trips?What Did You Learn from This Research?How Could It Be that Even Warehouse Clubs and Supercenters—Whose Design so Strongly Encourages Stock-up Shopping—Receive More Quick Trips than Stock-up or Fill-in Trips?Given that Quick Trips Account for Two-thirds of Shopping Trips, How Can Retailers and Manufacturers Cater to these Shoppers?What Is the Quick-trip Paradox?Given this Paradox, How Can Retailers and Manufacturers Capitalize on the Quick Trip?Could the Shoppers’ Motives for Making the Trip Offer Insights into the Best Assortment to Offer?How Can Retailers Best Meet the Needs of Quick-Trip Shoppers?What Are the Implications for Retailers and Manufacturers?Review QuestionsEndnotes
8. Three Moments of Truth and Three Currencies
Moments of TruthSeeing the Truth: Eyes Are Windows to the ShopperReach: Impressions and ExposuresStopping Power (and Holding Power)Closing PowerThree Currencies of Shopping: Money, Time, and AngstTimeAngst: A Vague and Unpleasant EmotionA Complex OptimizationReview QuestionsEndnotes
9. In-Store Migration Patterns: Where Shoppers Go and What They Do
If You Stock It, They Will ComeUnderstanding Shopper BehaviorFirst Impressions: The EntranceShopper Direction: Establishing a Dominant Path for the Elephant HerdsThe Checkout MagnetProducts Hardly Ever Dictate Shopper Traffic—Open Space DoesOpen Space Attracts: The Call of the Open AisleThe Great PyramidsNew AnglesManaging the Two StoresFive Store DesignsThe Enhanced PerimeterThe Inverted PerimeterThe Serpentine DesignThe Compound StoreThe Big Head StoreWhere the Rubber Meets the LinoleumReview QuestionsEndnotes
Part III: Conclusions
10. Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog
Where the Money Is in RetailMassive Amounts of DataShifting RelationshipsA Refreshing Change: Working Together to Sweeten SalesBeyond Category ManagementA New Era of Active Retailing: Total Store ManagementPitching a Category’s Emotional Tone More PreciselyRetailers Control ReachThe Urgent Need for Retailing EvolutionReview QuestionsEndnotes
11. Conclusion Game-Changing Retail: A Manifesto
The Package Is the Brand’s AmbassadorReview Questions
Afterword: Endcaps and the “Promotional” Store
Endnotes
Index

Overview

World-Renowned Shopper Scientist Dr. Herb Sorensen Reveals: How Today’s Shoppers Think, Behave, and Buy
New Insights for Creating High-Profit Retail Experiences!

In retail, there’s only one number one. It’s not Wal-Mart or Costco, or even Amazon: It’s the shopper. To create high-profit retail experiences, you need to know exactly how your shopper thinks, feels, and acts at the point of purchase. Dr. Herb Sorensen illuminates today’s consumer behavior in the context of radical technological and societal changes that are transforming retail.

Building on these deep consumer insights, Sorensen introduces revolutionary new approaches to improving performance in self-service retail—whatever you sell, via bricks or clicks. You’ll discover today’s best ways to get the right items to the right customers when they want them… surpass the expectations of customers trained by online retail… own every consumer “moment of truth”!

New coverage includes:

Converging clicks and bricks into a super-high-efficiency retail engine

Building the “webby store”: visually managing every display like a web page

Bringing product and shopper together via optimized navigation and search

Measuring and promoting shopper efficiency

Motivating long-cycle purchases: cars, tech, appliances, apparel, and more

Speeding today’s shoppers from “want” to “need”

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Inside the Mind of the Shopper: The Science of Retailing

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