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Retail Marketing Strategy: Delivering Shopper DelightBy Constant Berkhout
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Retail operated comfortably for years using concepts governing physical retail environments. However, change has taken place across all retail sectors, brought on by the internet and social media; it is now necessary to adopt customer-driven strategies based on a multi-channel environment to remain competitive and relevant.
Retail Marketing Strategy bases shopper marketing strategy on customer insights, resulting in elevated consumer satisfaction and a more effective shopping environment. Using five key elements, author Constant Berkhout presents solutions to questions in retail, including how to innovate, how to develop new ways to interact with customers across multiple channels, and how to replicate online success stories. He offers guidance on collating and interpreting data generated in shopper activity to help make sense of trends and to build effective strategy and incorporating experiential elements to thoroughly engage with consumers on an emotional level.
- Sales Rank: #1568288 in Books
- Published on: 2015-11-28
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .67" w x 6.00" l, .0 pounds
- Binding: Paperback
- 296 pages
Review
"In this eminently readable book, Berkhout skilfully combines academic research and his own vast experience in retail marketing to provide a wealth of actionable insights for retail marketers. Retail marketers should heed his call to augment intuition with data to make fact-driven decisions."
(Jan-Benedict E M Steenkamp Massey Distinguished Professor of Marketing, UNC-Chapel Hill)
"An accessible must-read for every professional in food and non-food retail, and everybody who wants to gain an in-depth contemporary understanding of shopper behaviour. This book provides all the needed insights to serve customers even better, create more shopper happiness and thus sell more, leading to a better and improved business tomorrow!"
(Hans van der Heyden, Vice President GrandVision)
"Shopper marketing and category management are made very accessible with this clear guide that is well underpinned through numerous illustrations and experiments, both from literature as well as from the author's own wide experience...I particularly enjoyed the suggestion to move from gut feel to fact-based decision making, and from (easy) pilots and experiments to (more advanced) big data analyses." (Jeroen Van de Broek Director, Category Management, Maxeda DIY Group)
"Retail Marketing Strategy is a great handbook for the marketing professionals in the industry. It clearly outlines what strategies can be applied by retailers and manufacturers to make their shoppers happy, a concept that is often overlooked in the marketing mix. The passion of the author and his practical experience in retail marketing and shopper insights truly make this an invaluable read."
(Marc Schroeder, SVP Global Nutrition Group, PepsiCo)
"Drawing on both academic research and his own extensive experience Constant has succeeded in demystifying the science of category management by focusing on the art of making shoppers happy."
(Tobias Wasmuht, Retail and Marketing Director SPAR International)
"Constant has written a book that will be indispensable to both in-retail professionals at all levels and to their suppliers... There is an admirable wealth of detail from a range of industries and from many continents."
(Andrew Seth, former CEO of Lever Brothers UK and co-author of "The Grocers")
"[E]xplains why and how to operate in multiple channels and to consider the emotional and experiential needs of consumers (who are not as rational and price-driven as retailers think they are). Important scientific studies and principles are illustrated with excellent examples from Constant’s extensive retail experience. This book enables retailers to make data-driven decisions and thus catch up, and even surpass the current leaders in their field."
(Koen Pauwels, Professor of Marketing at Ozyegin University and Honorary Professor at University of Groningen)
About the Author
Constant Berkhout is an experienced retail marketing and shopper insights consultant, having worked at Kraft Foods, Gillette/P&G, and PepsiCo. As Founder of Rijnbrug Advies, he develops new ways to grow retail categories and connect with the shopper for a diverse range of food, non-food, and supplier clients.
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