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The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency
 
 

The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency [Kindle Edition]

Liz Crawford

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Product Description

Product Description

GET READY FOR THE AGE OF SHOPPER MARKETING

Consumers today are armed with a wealth of content--price comparisons, reviews, and even online inventory data--and this is good news for marketers, because these tools empower consumers, making them into shoppers who are more willing than ever to interact with your brand . . . but for a price.

The value of these shoppers' attention is soaring, and The Shopper Economy gives you the framework for capturing and monetizing this valuable commodity. Liz Crawford, a leading marketing innovator and consumer behavior analyst, gives a fast-paced and comprehensive look at how the unprecedented availability of information is a boon to brands, because it lets shoppers perform the labor of marketing when they watch and share ads, recommend products, and interact with brands and each other.

Crawford presents interviews with marketers and shoppers, and case studies of how brands like 7-Eleven, Carnival Cruises, and Kia are using Shopkick, foursquare, and other platforms to stay ahead of accelerating changes in consumer empowerment by encouraging and rewarding everyday activities--entering a store, messaging, recommending, "Liking," playing, and more. From these examples you will learn how to

  • Accurately measure and assess the value of shoppers' activities
  • Translate the four key shopper behaviors--attention, participation, advocacy, and loyalty--into "Shopper Currency," real and virtual rewards that have measurable value to buyers and sellers
  • Improve your business's ROI in shopper marketing by avoiding activity-foractivity's- sake and other common pitfalls
  • Align your brand more seamlessly with your shoppers' own personal "brands"

The Shopper Economy provides you with a high-level strategy that makes every shopper interaction a valuable transaction. It offers invaluable insights about today's rapidly evolving marketing landscape and proven solutions for how your brand can turn "path-to-purchase" models and consumer reward programs into lasting and profitable relationships with shoppers everywhere.

PRAISE FOR THE SHOPPER ECONOMY

"Every ten years, Consumer Marketing reinvents itself. If the 1990s were about Category Management, Shopper Insights has been the driver of the moment. Liz Crawford deconstructs the movement with precision." -- Paco Underhill, CEO Envirosell Inc., and author of Why We Buy

“"A fascinating account of the present and future direction of marketing to shoppers. It is a brave new world that Liz Crawford writes about with real clarity. Her book is a bright door to the future." -- Herb Sorensen, PhD, Global Scientific Advisor, TNS Global Retail & Shopper Practice, and author of Inside the Mind of the Shopper

"If you want to understand how to motivate shoppers and leverage the new shopper currency--behavior--you need to read this book. Liz Crawford details shopper behaviors, old and new, and provides a road map for brands that need to meet marketing and sales goals in an unbelievably complex shopping environment." -- Al McClain, CEO and founder, RetailWire.com

"A refreshing and thought-provoking exploration of today's dynamic, highly digital consumer market place. I highly recommend [that] anyone who thinks they know something about shopper marketing or wants to think about it a bit more out of the box read this book and take Liz Crawford's advice to heart." -- Dan Flint, PhD, director, University of Tennessee Shopper Marketing Forum

About the Author

Liz Crawford is a contributing writer to Shopper Marketing magazine and a senior industry analyst for the Path to Purchase Institute. She has more than 20 years in brand management and consulting experiencewith a concentration in innovation and new product development.


Product details

  • Format: Kindle Edition
  • File Size: 1447 KB
  • Print Length: 273 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill; 1 edition (10 April 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B007QCA7PS
  • Text-to-Speech: Enabled
  • X-Ray:
  • Amazon Bestsellers Rank: #614,581 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  9 reviews
5 of 6 people found the following review helpful
5.0 out of 5 stars The Shopper Economy Nails it! 27 Mar 2012
By croe - Published on Amazon.com
Format:Hardcover
90% of shoppers say they know what they'll buy before getting to the store, and 75% say they are smarter shoppers than they were a year ago. Why? Technology advancements and the recession induced value shopping has dramatically changed how shoppers make their buying decisions.
In the Shopper Economy, Liz Crawford does an exceptional job of diagnosing the changing landscape and more importantly, simply and clearly articulating the implications and tangible opportunities for marketers.
Leveraging consumer behavior as the "new currency" is brilliant! A must read for any marketer challenged by today's consumer behavior shift. Well done Liz!

Catherine Roe, Head of CPG, GOOGLE
5.0 out of 5 stars Great Insite into Web Marketing 25 Aug 2012
By Marcia Hoover - Published on Amazon.com
Format:Hardcover|Verified Purchase
This is an excellent book describing the new ways to use the internet to encourage product purchases. It details the ways internet and other electronic credits can be used as cash. This is going to be the new paradigm for marketers. Needed for all those marketers who want to take advantage of the new technologies.
5.0 out of 5 stars A must-read for all marketers 3 April 2012
By Jeff Johnson - Published on Amazon.com
Format:Hardcover
Now that I am back in advertising, after a year off, I am diligently trying to understand and capitalize on the new world of retail. This book is a great source of creative ideas on how to do just that. I am buying one for every body in the office.
5.0 out of 5 stars Tell Your Friends 29 Mar 2012
By buddy - Published on Amazon.com
Format:Hardcover
Tell your business friends you like about this book and don't till the ones you don't like.
The Shopper Economy is business today for tomorrow.

Paul (Bud) Lavanish
5.0 out of 5 stars This book is a must read 27 Mar 2012
By Amazon Customer - Published on Amazon.com
Format:Hardcover
This is a valuable, intriguing book. Liz manages to convey complex ideas in a clear straightforward way. It should be a "must read" for college courses in marketing, but it also is a "must read" for anyone (such as me) who is intrigued by the marketing industry with which we, the shoppers, are surrounded.
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