Chapter 7

The Key Points in This Chapter

  • When retailers and suppliers can understand the thought process and behaviors of shoppers from the realization of a product need through to purchase, they can create products, in-store assortments, shelf layouts, and promotions to meet expectations better.
  • Shoppers enter the retail store on a specific mission. The mission describes the motivations for the trip to the outlet.
  • Shoppers identify categories using signpost brands.
  • Shoppers use color and shape of products to shortlist those that form part of their purchase repertoire.

Part A: Being Valuable to Retailers Beyond the Ownership of Your Brands

Amy had a choice to make; her assistant had double-booked her for the next hour. In reception was the ...

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