February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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The missing linkturning shopper insight into practice
TOON VAN GALEN
A leading expert and pioneer in shopper research, Toon van Galen is the founder of Ratera & van Galen Sdn Bhd together with his wife, Montse Ratera. The company operates from their headquarters in Kuala Lumpur, and helps their international FMCG and retail clients overcome barriers at point of sale across South-East Asia, China and the Middle East.
Fewer decisions are taken in-store than previously thought
People are talking about how important it is to reach out to shoppers. Some say: ‘70 per cent of all decisions are made in store’ (Point-of-Purchase Advertising Institute and Meyers Research Center, 1995) or ‘68 per cent of all products are bought on impulse’ (POPAI). ...
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