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The Art of Shopping: How We Shop and Why We Buy Hardcover – 30 Apr 2012

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Product details

  • Hardcover: 256 pages
  • Publisher: LID Publishing (30 April 2012)
  • Language: English
  • ISBN-10: 1907794182
  • ISBN-13: 978-1907794186
  • Product Dimensions: 15.6 x 2.5 x 23.5 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 502,969 in Books (See Top 100 in Books)

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Product Description

About the Author

Siemon Scamell-Katz founded a market research agency in the early 1990s, which specialised in shopper behaviour, and which he then sold to TNS (part of the WPP Group) in 2007. Today, he is one of the world's top 3 experts in consumer behaviour and lectures and consults globally.

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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Nick Shanagher on 16 May 2012
Format: Hardcover
The Art of Shopping by Siemon Scamell-Katz is the second book this year to challenge the way that most retailers set up their shops. Like Phillip Adcock, whose book Supermarket Shoppology I recommended last time out, Scamell-Katz has built a career out of studying what shoppers actually do in store.

Independent retailers should read this book to help them do two things. Firstly, it will help them to understand how big manufacturers operate and to make informed opinions about which promotions to support and how to build their categories.

Remember, there are about 250,000 products that you can stock but most shoppers will only use 300 in a year and only 150 regularly.

Where Scamell-Katz is very strong compared to similar authors is he names names and tells you who he has worked for. When he says that the typical brand manager will be in post for two or three years and the best way to make an impact is to redesign the brand, the independent operator may feel that some of their cynicism about marketing is justified. An industry exists to exploit this brand manager's career aspirations!

However, the Art of Shopping is not a book to fuel your cynicism. Scamell-Katz loves retailing and he gives examples of where manufacturers like Procter & Gamble get innovation absolutely right.

The second thing it will help you to understand is what to look for when you visit a major supermarket and how to interpret what they are doing to the advantage of your shop. Scamell-Katz appears to have worked for most of the big boys and he provides great insight into how they operate.

He tells how he worked with Diana Hunter at Waitrose to change how they organised their stores.
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1 of 1 people found the following review helpful By Wordsmith on 1 Jun. 2012
Format: Hardcover Verified Purchase
Interesting book by Scamell-Katz. He is one of the pioneers of observing actual customer behaviour within 'bricks and mortar' stores and using that to gain insight into the reasons customers purchase (or don't purchase). The book covers similar ground to Paco Underhill's "Why We Buy", but with more emphasis on the way our brains influence our shopping behaviour. (Also check out Herb Sorensen: "Inside the Mind of the Shopper").

The book is a good introduction to the subject and would be useful to someone working in a large retail chain looking for insights in how to plan store layouts. It would be of equal value to an independent retailer looking to increase sales by modifying the internal arrangement of their store.

Recommended as a useful addition for those wanting to understand the science of retail.
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0 of 1 people found the following review helpful By Holtcomp on 22 Aug. 2012
Format: Hardcover
Excellent, excellent , excellent !
I couldnt put it down once I had started reading it.
Well worth the price tag, I can't wait for his next one.
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