What do you really do when you shop? The answers are fascinating and, for retailers, they're cash in the bank. In Inside the Mind of the Shopper
, world-renowned retail consultant Dr. Herb Sorensen, Ph.D. uncovers the truth about the retail shopper and rips away the myths and mistakes that lead retailers to miss their greatest opportunities. Every year, says Sorensen, shoppers will spend a quadrillion seconds in supermarkets and they'll waste 80% of that time. Drawing on Sorensen's breakthrough second-by-second analysis of millions of shopping trips, this book reveals how consumers actually behave, move, and make buying decisions as they move through supermarkets and other retail stores. Sorensen presents powerful, tested strategies for designing more effective stores, improving merchandising, and driving double-digit sales increases. He identifies simple interventions that can have dramatic sales effects, and shows why many common strategies simply don't work. You'll learn how to appeal to the "quick trip" shopper; make the most of all three "moments of truth"; understand consumers' powerful in-store migration patterns; improve collaboration between manufacturers and retailers; learn the lessons of Stew Leonard's and other innovators; and much more. Then, in Part II, Sorensen presents revealing interviews with several leading in-store retail experts, including crucial insights on using technology and retailing to multicultural communities.
World-Renowned Shopper Scientist Dr. Herb Sorensen Reveals: How Today’s Shoppers Think, Behave, and Buy
New Insights for Creating High-Profit Retail Experiences!
In retail, there’s only one number one. It’s not Wal-Mart or Costco, or even Amazon: It’s the shopper. To create high-profit retail experiences, you need to know exactly how your shopper thinks, feels, and acts at the point of purchase. Dr. Herb Sorensen illuminates today’s consumer behavior in the context of radical technological and societal changes that are transforming retail.
Building on these deep consumer insights, Sorensen introduces revolutionary new approaches to improving performance in self-service retail—whatever you sell, via bricks or clicks. You’ll discover today’s best ways to get the right items to the right customers when they want them… surpass the expectations of customers trained by online retail… own every consumer “moment of truth”!
New coverage includes:
- Converging clicks and bricks into a super-high-efficiency retail engine
- Building the “webby store”: visually managing every display like a web page
- Bringing product and shopper together via optimized navigation and search
- Measuring and promoting shopper efficiency
- Motivating long-cycle purchases: cars, tech, appliances, apparel, and more
- Speeding today’s shoppers from “want” to “need”