Retail Marketing Strategy

Lees het laatste over retail marketing en shopper gedrag in mijn boek “Retail Marketing Strategy, Delivering Shopper Delight”.

 

Retail Marketing Strategy, Delivering shopper delight 27 3

 

Vijf vaardigheden van succesvolle retailers

In “Retail Marketing Strategy, Delivering Shopper Delight” bespreek ik de vijf vaardigheden die elke retailer moet beheersen om succesvol te opereren:

  • Uitvoering op de winkelvloer
  • Organisatie ontwikkeling
  • Beslissingen nemen op basis van feiten
  • Opereren in diverse kanalen op hetzelfde moment
  • Vermogen om shoppers volledig te begrijpen

 

De missie in mijn professionele leven is om shoppers gelukkiger te maken. Na het lezen van “Retail Marketing Strategy, Delivering Shopper Delight” heb je een grondig begrip ontwikkeld van de behoeften en het gedrag van shoppers. Het boek helpt je om meer shopper gericht te worden en om meer op basis van feiten te werken. Omdat het boek veel case studies bevat en vele praktische suggesties biedt, voel je je geïnspireerd bij het aanpakken van je werk en het volgende project.  

 

Relevant wetenschappelijk onderzoek is opgenomen en veel van de meest recente academische publicaties ten behoeve van de huidige uitdagingen in retail komen ook aan bod. De combinatie van academische leerervaringen en mijn eigen validatie in de praktijk hielpen mij om nieuwe retail en shopper marketing modellen te ontwikkelen, zoals een model met een assortiment levenscyclus en een hulpmiddel voor het integreren van inzichten uit de psychologie in shopper journeys.  

 

“Retail Marketing Strategy, Delivering Shopper Delight” is het resultaat van mijn zoektocht naar een beter begrip van shoppers. Ik ben blij om mijn ervaringen te delen met retail en shopper marketing enthousiastelingen over de hele wereld, zodat shoppers gelukkiger worden en retail strategieën effectiever.  

 

Antwoorden op uitdagingen in retail

“Retail Marketing Strategy, Delivering Shopper Delight” presenteert modellen en een beter inzicht over een breed spectrum van uitdagingen in de retail sector:

  • Hoe kunnen retailers een assortiment creëren dat groot genoeg is om een gevoel van controle te genereren maar welke keuze stress bij shoppers vermijdt?
  • Wat zijn de effecten van muziek en geuren in de omgeving op shopper gedrag?
  • Waarom blijven levensmiddelen achter in online verkoop ten opzichte van andere retail sectoren?
  • Hoe kunnen retailers hun shoppers overtuigen nieuwe koopgewoonten aan te nemen?
  • Hoe kunnen leveranciers hun producten en ideeën effectiever verkopen aan hun retail klanten?
  • Hoe kunnen leveranciers en retailers hun investering in klantenkaart data aanwenden om succes te behalen?
  • Wat is het verschil tussen de begrippen trade marketing en shopper marketing?

 

Dit is wat anderen zeggen over “Retail Marketing Strategy, Delivering Shopper Delight”  

 

“Constant has written a book that will be indispensable to both in-retail professionals at all levels but also to their suppliers…Constant is very well informed and has used his experience well. He has impressive and well documented references that underscore his conclusions. There is an admirable wealth of detail from a range of industries and from many continents. His book is full of engaging and modestly expressed insights… It is also an admirable primer for the eager business studies students in the world’s universities.”   

Andrew Seth, former CEO of Lever Brothers and co-author of The Grocers  

 

“In this eminently readable book, Berkhout skilfully combines academic research and his own vast experience in retail marketing to provide a wealth of actionable insights for retail marketers. Retail marketers should heed his call to augment intuition with data to make fact-driven decisions.”

Jan-Benedict E.M. Steenkamp, Massey Distinguished Professor of Marketing and Marketing Area Chairman, Kenan-Flagler Business School, UNC-Chapel Hill, USA  

 

“Retail Marketing Strategy by Constant Berkhout is a great handbook for many of the marketing professionals in the industry. It clearly outlines what strategies can be applied by retailers and manufacturers to make their shoppers happy, a concept that is often overlooked in the marketing mix. The passion of the author and his practical experience in retail marketing and shopper insights truly make this an invaluable read.”

Marc Schroeder, SVP Global Nutrition, PepsiCo

 

Drawing on both academic research and his own extensive experience Constant has succeeded in demystifying the science of category management by focusing on the art of making shoppers happy.”

Tobias Wasmuht, Retail and Marketing Director, SPAR International

 

“Shopper marketing and category management made very accessible with a clear guide that is well underpinned through numerous illustrations and experiments, both from literature as from the author’s wide own experience. Recommended reading for the category manager, the buyer, the store layout responsibles and the supplier to change their focus to putting the shopper in the centre. I particularly enjoyed the suggestion to move from gut feel to fact based decision making, and this from (easy) pilots and experiments to (more advanced) big data analyses.”

Jeroen Van de Broek, Director Category Development, Maxeda DIY Group  

 

“Constant does a great job dispelling many myths that exist around shopping behavior that everyone assumes are fact.  The book comes to life with many real world examples from across retailer and categories that can be easily applied to our own business, whether you are a retailer or a manufacturer.  It gets your mind thinking about what could I or my company do differently to influence the shopper and drive better results.

Bob Nolan, Senior Vice President Insights & Analytics, ConAgra Foods  

 

“I agree with the author that “retailers are not particularly known for their love of making decisions based on facts and figures”, and I know this book can change that! Constant explains why and how to operate in multiple channels and to consider the emotional and experiential needs of consumers (who are not as rational and price-driven as retailers think they are). Important scientific studies and principles are illustrated with excellent examples from Constant’s extensive retail experience. This book enables retailers to make data-driven decisions and thus catch up, and even surpass the current leaders in their field.”

Koen Pauwels, Professor of Marketing at Ozyegin University and Honorary Professor at University of Groningen  

 

“An accessible must-read for every professional in food and non-food retail, and everybody that wants to gain in-depth contemporary understanding of shopper behaviour. This book will provide all the needed insights to serve customers even better, create more shopper happiness and thus sell more, leading to a better and improved business tomorrow!”

Hans van der Heyden, Vice President, GrandVision  

 

“Retail Marketing Strategy, Delivering Shopper Delight” is beschikbaar zowel online als in boekwinkels. Bestellen kan bijvoorbeeld via Management Boek.nl.

Als je een nadere beschrijving van het boek wilt ontvangen of als de onderwerpen je interesseren en aanleiding geven voor een gesprek, neem dan contact met me op via het contact formulier.

 

Volgende pagina: Laatste nieuws