The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial. The sales and marketing challenge is what to say, and where to say it. Shoppernomics, based on research and case studies from US and UK, examines the path taken by the potential buyer. The authors describe the key drivers and barriers on the journey to purchase. They identify the need to get key messages, key partners and key media all working together, and a framework for success. The authors challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. Shoppernomics provides the manual for achieving successful companies serving happy and loyal customers, as the ultimate goal for manufacturers, retailers and brands. It reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. Shoppernomics is designed to deliver fast results for companies prepared to recognise that they are not perfect, and go the extra mile to find out why.

chapter |13 pages


part I|114 pages

The Shopper Analysed

chapter Chapter 1|11 pages

Inside the Mind of the Shopper

chapter Chapter 2|22 pages

The Communication Canvas

chapter Chapter 3|20 pages

The Customer – Who Are They?

chapter Chapter 4|11 pages

Communicating with the Shopper/Customer

chapter Chapter 5|25 pages

Getting the Message Across

chapter Chapter 6|20 pages

The Barriers to Purchase

part II|87 pages

Communicating with the Shopper in the Future

chapter Chapter 7|15 pages

The Shopping Mission

chapter Chapter 8|6 pages

Out of Store

chapter Chapter 9|11 pages

On the Way to the Store

chapter Chapter 10|17 pages

In the Store, On the Website

chapter Chapter 12|4 pages

After Purchase

chapter Chapter 13|5 pages

Dare to Be Different

part III|74 pages

What the Brand Manager, Retailer and Supplier Should Now Do

chapter Chapter 14|12 pages

How To Do It: Successful Approaches Dissected

chapter Chapter 15|5 pages

The Shopper Marketing Organisation

chapter Chapter 16|6 pages

Measuring Effectiveness

chapter Chapter 17|12 pages

Researching the Consumer/Customer ‘in Their Community'

chapter Chapter 18|8 pages

Researching the Shoppers' In-Store Behaviour

chapter Chapter 19|7 pages

Research from the Retail Side

chapter Chapter 20|4 pages

Strategic Scenarios

chapter Chapter 21|9 pages

The Future Prognosis of Shopping

chapter Chapter 22|6 pages

Implementing the Changes Pragmatically