The Inscrutable Shopper

Introduction

Traditional marketing books provide ideas, suggestions, and methods for helping business to encourage the shopper to purchase goods and engage services. For decades, marketing and advertising gurus have exhorted retailers to hang banners, engage barkers, play music, purchase expensive store fittings, and spend more and more on advertising. This book takes a different approach and asks the retailer to think strategically about its customer base and why its customers may or may not be inclined to purchase or, even shop at all.

The information in this book, however, helps retailers and others in the supply chain to consider their current and potential customers in a way that takes into account the extremely complex environment surrounding ...