Inside the Mind of the Shopper: The Science of Retailing Hardcover – 6 May 2009
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From the Back Cover
How Today’s Shoppers Really Think, Behave, and Buy:
Breakthrough Insights for Creating High-Profit Retail Experiences!
“Inside the Mind of the Shopper is the preeminent handbook for any marketer or retailer seeking to understand why people do what they do when they shop. Armed with the knowledge in this book, marketers and retailers can work together to predict how shoppers will respond (or not!) to package and label design, selling messages, shelf plans, and the entire retail space.”
―Matt Ohligschlager, Senior Manager, Consumer and Market Knowledge, Procter & Gamble
“From his 40 years of observing shoppers, Herb Sorensen has given us the gift of understanding shoppers. Now, we clearly see that the store layouts merchants want are not what shoppers want. On the ground, managers THINK they know their shoppers, but anyone who follows Herb’s handbook on shopper insights will know them a lot better.”
―Joel Rubinson, Chief Research Officer, The Advertising Research Foundation
Today, improving the effectiveness of the retail experience is no longer an option: It’s a matter of survival―and nobody knows more about doing that than Herb Sorensen. That’s because Sorensen understands your customer’s in-store behavior better than anyone else on earth.
Now, drawing on microscopic analysis of millions of shopping trips, Sorensen reveals exactly what your customers are thinking, why they behave as they do, and how to reshape stores to deliver truly remarkable results.
You’ll discover how to drive more profit from the “quick trip”...the three “moments of truth” in every shopping event...customer “migration patterns” within the store...and how to use “active retailing” to place products precisely where they’ll do best.
Author's Notes and Acknowledgments xv
About the Author xxi
Preface: Rethinking Retail 1
Introduction: Twenty Million Opportunities to Buy 5
Part I: Active Retailing 23
Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted 25
Chapter 2: Three Moments of Truth and Three Currencies 47
Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do 69
Chapter 4: Active Retailing: Putting Products into the Path of Shoppers 97
Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog 113
Part II: Going Deeper into the Shopper's Mind 131
Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty 133
Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) 147
Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural 161
Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets 179
Part III: Conclusions 189
Chapter 10: The Internet Goes Shopping 191
Chapter 11: Game-Changing Retail: A Manifesto 199
Part IV: Appendix 205
Appendix: Views on the World of Shoppers, Retailers, and Brands 207
About the Author
Herb Sorensen is a preeminent authority on observing and measuring shopping behavior and attitudes within the four walls of the store. He has worked with Fortune 100 retailers and consumer packaged-goods manufacturers for more than 35 years, studying shopper behavior, motivations, and perceptions at the point of purchase. Sorensen’s patented shopper-tracking technology PathTracker® is helping to revolutionize retail marketing strategies from a traditional “product-centric” perspective to a new “shopper-centric” focus. As Baseline magazine commented, “Herb Sorensen and Paco Underhill are the yin and yang of observational research.”
Herb has conducted studies in North America, Europe, Asia, Australia, and South America. His research has been published in AMA’s Marketing Research, The Journal of Advertising Research, FMI Advantage Magazine, Progressive Grocer, and Chain Drug Review, and he has been utilized as an expert source for The Wall Street Journal, Supermarket News, and BusinessWeek. Additionally, he is currently a panelist of Retail Wire’s “Brain Trust.”
Herb was named one of the top 50 innovators of 2004 by Fast Company Magazine, and shared the American Marketing Association’s 2007 EXPLOR Award for technological applications that advance research, with Peter Fader and his group at the Wharton School of Business of the University of Pennsylvania. Herb has a Ph.D. in Biochemistry.
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Top Customer Reviews
I thought it tremendous & particularly good at highlighting the 'so what' of shopping behaviour.For fmcg marketeeers this is powerful stuff. I have enjoyed books by Paco Underhill & Martin Lindstrom but found this one more helpful - its not as wide ranging across shopper behaviours but covers the supermarket environment really well & makes not a bad stab at dealing with online shopping as well
Good & practical stuff
And less you doubt any of Sorensen's conclusions,you only have to go into a supermarket and watch the shoppers in action to see the truth in what he has written.
I loathe supermarket shopping and this book explained why, as a customer, I feel this way. There is a real gap in the market for a food store that understands/cares about its customers rather than just bombards them with an overload of products (usually produced by the same few companies) who have paid a fortune for product placement.
Most Helpful Customer Reviews on Amazon.com (beta)
I recently finished reading Mr. Sorensen's book and it took me on a fabulous journey through the retail environment and how shoppers made purchase (or not to purchase) decisions in the store.
When you think about it, this is critical information for both suppliers and retailers as without triggering the purchase decision in-store neither of our businesses would exist.
Sorensen has decades of experience in understanding shopper and his work highly complements that of Underhill. Indeed, the work done by Sorensen is much more advanced including the use of high tech shopper tracking solutions, many of which he invented to facilitate his research.
The book is written in such a way to give actionable insights to both retailers and suppliers on how they can increase the chance to put more products in the shopper's basket.
For retailers, he debunks the long standing notice that price is the king of promotion, offers unique ideas on how to manage SKU sprawl and highlights the importance of "short trip" shoppers.
For suppliers, he encourages a clear focus on the key top-selling items in our assortment (less really is more) and to focus on breaking through the retail clutter with product packaging and POP material that truly has stopping power.
With up to 80% of final purchasing decisions being made in-store this is an essential read for those in shopper facing roles such as category management and shopper insights. It is also a great investment for retail buyers, store operations, key account managers, marketers and senior management.
In this book you will learn how to drive more profit from the "quick trip"... the three "moments of truth" in every shopping event ... customer "migration patterns" within the store...and how to use "active retailing" to place products precisely where they'll do best.