In Shopper Intimacy, two world-renowned retail experts draw on unprecedented in-store research to illuminate how shoppers actually think, feel, and act in retail environments. Then, they introduce the Retail Ecosystem Analytics Program (REAP), a rigorous, complete methodology for transforming this knowledge into winning campaigns, products, and formats.
Author(s): Rick DeHerder, Dick Blatt
Edition: 1
Year: 2010
Language: English
Pages: 256
Contents......Page 10
Introduction......Page 16
Utilizing REAP to Deliver Consistent Results......Page 22
Shopper Analysis Integration......Page 27
Case Studies......Page 32
Overview......Page 40
Phase One—POPAI’s Channel Studies......Page 41
Overview......Page 58
Learning One: Retail Marketing Execution Techniques Concentrated......Page 62
Learning Two: Marketing Messages Concentrated......Page 63
Learning Three: Huge Premium for Excellence......Page 64
Learning Four: Brand Size Drives Outpost Display Activity......Page 65
Learning Five: Category Response Varies Widely by Message Location......Page 66
Learning Six: Borrowed Interest Has a Disproportionate Impact on Smaller Brands......Page 67
Learning Eight: Store Is Not Overloaded with Retail Marketing Material......Page 68
Learning Nine: Effectiveness Ratio Predicts Sales Success......Page 70
Learning Ten: Retailer Analysis Yields Success sImplementation Model......Page 71
Overview......Page 78
Learning One: Many Key Results Consistent with Other Studies......Page 79
Learning Three: Message Matters......Page 80
Learning Four: Promotion/Advertising Consistently Enhances Impact......Page 83
Learning Five: Brand-Focused Messages More Effective......Page 85
Learning Seven: Value Message Drives Private Label......Page 87
Learning Nine: RFID Tracking Delivers Reliable, Real-Time Data......Page 89
Learning Ten: Retail Audience and CPM Very Attractive......Page 90
Definitions......Page 94
Potential Reach......Page 96
In-Store Rating Points......Page 97
Cost Per Thousand (CPM)......Page 98
Audience Delivery Worksheet......Page 99
Phase One Summary......Page 100
Phase Two—Nielsen’s PRISM Project......Page 104
Research Learnings......Page 108
Summary......Page 111
Overview......Page 116
Market Tests......Page 118
Examples of Retail Marketing Ratios......Page 125
Potential Applications......Page 131
Recap......Page 132
Summary......Page 134
The Retail Marketing Model Shifts......Page 135
Retail Marketing Definition......Page 140
Shopper Understanding......Page 141
Summary......Page 158
Financial Impact of Presentation Optimization......Page 160
Retail Success Drivers......Page 165
Leveraging Related Items......Page 192
Shaping Opportunities......Page 202
Emotional Power......Page 203
Practical Learnings......Page 206
Summary......Page 209
Applying Learning and Traditional Tools......Page 212
Managing Online Dynamics......Page 222
Online Tools......Page 223
Delivering Results......Page 230
Retail Tools......Page 234
Return on Investment Models......Page 238
Achieving Success Through Shopper Intimacy......Page 244
C......Page 250
E......Page 251
M......Page 252
P......Page 254
Q-R......Page 255
S......Page 256
W-X-Y-Z......Page 257
