Buy Used
£4.80
+ £2.80 UK delivery
Used: Good | Details
Condition: Used: Good
Comment: Ships from USA. Please allow 2 to 3 weeks for delivery. Light shelf wear and minimal interior marks. A tradition of quality and service.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

Inside the Mind of the Shopper: The Science of Retailing Hardcover – 6 May 2009

4.8 out of 5 stars 4 customer reviews

See all formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle Edition
"Please retry"
Hardcover
"Please retry"
£35.50 £4.80

There is a newer edition of this item:

Inside the Mind of the Shopper: The Science of Retailing
£24.99
This title will be released on August 25, 2016.
click to open popover

Special Offers and Product Promotions

Enter your mobile number below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
Getting the download link through email is temporarily not available. Please check back later.

  • Apple
  • Android
  • Windows Phone

To get the free app, enter your mobile phone number.




Product details

  • Hardcover: 256 pages
  • Publisher: Financial Times/ Prentice Hall; 1 edition (6 May 2009)
  • Language: English
  • ISBN-10: 0137126859
  • ISBN-13: 978-0137126859
  • Product Dimensions: 16 x 2.3 x 23.5 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 432,953 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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

 

Index     213

 

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.

 


Customer Reviews

4.8 out of 5 stars
5 star
3
4 star
1
3 star
0
2 star
0
1 star
0
See all 4 customer reviews
Share your thoughts with other customers

Top Customer Reviews

Format: Hardcover
Rarely have I read a book which I found so directly applicable to my work. It is well written, in digestible chunks & provides the theoretical framework against which you can compare & contrast real research projects usually presented as raw data tables & powerpoint slides.

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
Comment 4 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Have you ever wondered why the milk is in the back of the grocery store, far away from the entrance? Supermarket managers put it there in hopes of enticing shoppers to buy some of the thousands of items they pass on their way to the dairy case. However, shopping behavioralist Herb Sorensen disagrees with this strategy. He suggests that it causes shoppers emotional distress and they will simply buy their milk elsewhere. This type of product placement tactic is the kind of "misconception" that Sorensen identifies as retailers' and manufacturers' biggest problem. They spend billions learning about their customers and then fail to understand how consumers behave in their stores. Sorensen proselytizes heavily about the virtues of shopper research, which is not surprising since it is his field of expertise. Given his intricate factual material, backed with research, charts, statistics and case histories, getAbstract believes that he will persuade most readers to accept his methods by the time they finish his book. This is a crucial read for retailers who aspire to increase sales by understanding what shoppers want and providing it.
Comment 3 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
A very insightful book into the actual reasons we behave in specific ways inside a shop. Along with Paco Underhill and Siemon Scamell-Katz, Sorensen is one of the pioneers of the psychology of how and why we shop. This book contains experience distilled from Sorensen's 20 years of experience of closely observing shoppers and why they react in the way they do. Thought provoking and very interesting.

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.

Highly recommended.
Comment One person found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
This book gives an excellent analysis of supermarket shoppers. Unfortunately, I do not run a supermarket so it was not really relevant to my business (hence the four stars) but it still contains a lot of interesting research/statistics.
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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9840ae94) out of 5 stars 25 reviews
9 of 10 people found the following review helpful
HASH(0x97f8fbc4) out of 5 stars Credible Research 11 July 2009
By Leo MacLeod - Published on Amazon.com
Format: Hardcover
What is interesting about this book is the focus on shopper behavior rather than shopper comments to draw the conclusions. People aren't reliable sources for predicting behavior. Behavior is the best predictor of behavior. By looking at where shoppers go, how long they take, and what they actually buy, Dr. Sorensen sheds new light on how retailers and brands can capitalize on the truth right under their noses!
8 of 10 people found the following review helpful
HASH(0x98b589a8) out of 5 stars Great Book for CPG Suppliers and Retailers 5 May 2010
By Jeff Doucette - Published on Amazon.com
Format: Hardcover
In the world of shopper insights there are two preeminent figures namely, Paco Underhill the author of "Why We Buy" and Herb Sorensen, the author of "Inside The Mind of the Shopper".

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.
8 of 10 people found the following review helpful
HASH(0x9807bee8) out of 5 stars What makes supermarket shoppers tick? 11 Jan. 2010
By Rolf Dobelli - Published on Amazon.com
Format: Hardcover
Have you ever wondered why the milk is in the back of the grocery store, far away from the entrance? Supermarket managers put it there in hopes of enticing shoppers to buy some of the thousands of items they pass on their way to the dairy case. However, shopping behavioralist Herb Sorensen disagrees with this strategy. He suggests that it causes shoppers emotional distress and they will simply buy their milk elsewhere. This type of product placement tactic is the kind of "misconception" that Sorensen identifies as retailers' and manufacturers' biggest problem. They spend billions learning about their customers and then fail to understand how consumers behave in their stores. Sorensen proselytizes heavily about the virtues of shopper research, which is not surprising since it is his field of expertise. Given his intricate factual material, backed with research, charts, statistics and case histories, getAbstract believes that he will persuade most readers to accept his methods by the time they finish his book. This is a crucial read for retailers who aspire to increase sales by understanding what shoppers want and providing it.
8 of 10 people found the following review helpful
HASH(0x97d9b2e8) out of 5 stars Well-written with balance of quantitative and qualitative content 8 Jan. 2010
By Ryan R. Kelsey - Published on Amazon.com
Format: Hardcover
Great book because each chapter has a unique purpose in understanding Herb Sorensen's approach. Too many books have 100 pages or less of real content and double that of filler. Not this one. It carefully uses tables, graphs, maps, photos and a fast-moving pace. These work well to emphasize the importance of the quick trip, moments of truth, and types of currencies we all experience as shoppers, retailers, and manufacturers. Ultimately, I enjoyed the manifesto at the end with the top ten best practices retailers and manufacturers could execute tomorrow without a catch such as "buy our software" or "our consultants are standing by for an expensive engagement". I have already bought a second copy in two weeks since I loaned it out so quickly.
4 of 5 people found the following review helpful
HASH(0x97f8fbb8) out of 5 stars Inside The Mind.... 13 Jun. 2011
By Spring - Published on Amazon.com
Format: Hardcover
A very well written and researched book. From his 40 years of observing shoppers, Dr. Herb Sorensen has given us the gift of understanding shoppers. This book is a great 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.

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.

Highly recommended!
Were these reviews helpful? Let us know

Look for similar items by category


Feedback