The Art of Shopping: How We Shop and Why We Buy Hardcover – 30 Apr 2012
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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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Top Customer Reviews
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.Read more ›
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.
I couldnt put it down once I had started reading it.
Well worth the price tag, I can't wait for his next one.