- Kogan Page
Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale
Key Metrics
- Markus Stahlberg
- Kogan Page
- Hardcover
- 9780749464714
- 9.54 X 6.35 X 1.09 inches
- 1.39 pounds
- Business & Economics > Industries - Retailing
- English
Book Description
Written by 35 experts from top companies around the world including dunnhumbyUSA, Millward Brown, Tesco's Fresh & Easy, MARS Advertising, Nestl� and author, CEO and president of Envirosell, Paco Underhilll, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase.
Surveys point out that shopper marketing is growing even faster than internet advertising and research has indicated that:
- at least 70% of brand choices are made in the store
- over two-thirds of purchase decisions are not planned in advance
- only 5% of shoppers are loyal to one brand within a product group
Providing practical advice about shopper needs and trends, retail environments, shopper marketing strategies and much more, this accessible title is a must-have for all marketing, sales and retail practitioners, as well as students of sales and marketing.
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