November 2015
Beginner to intermediate
296 pages
8h 12m
English
Content preview from Retail Marketing StrategyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Retailers in action to increase shopper happiness
All humans seek happiness. We maximize our positive experiences and seek to avoid pain and discomfort. Retail is one of many places in this modern world where shoppers seek happiness. Making them happy can be a source of great satisfaction as well as revenue.
Retail practice is evolving from being a purely managerial and logistical task to being the business of serving people. The initial approaches led to a separatist view of the different categories in-store, an efficiency-driven need to manage large product assortments, and retail marketing aimed at revenue growth. Operating with this focus leads to poor shopper experiences. Shoppers experience retail, whether in-store or online, as one ...
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