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
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.
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.
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.