ABSTRACT
This introduction presents an overview of key concepts covered in the subsequent chapters of this book. This book explains what has to be done to secure that first recognition by the shopper, whatever you are selling. It shows how retailers, suppliers and brand managers can influence shoppers more successfully along the shopper's path with the right message through the right channel at the right time such that the shopper persuades, and then buy, a particular product or service, rather than that of a competitor. The book also describes the possible barriers to purchase that retailers introduce. This book looks at the whole of the Path to Purchase, the messages the shopper expects and when, and how you can deliver these messages to get the greatest impact. This book also describes how to avoid 'failures to deliver to the shopper' which, from research given in this book, is anathema to some shoppers who will not buy from that supplier again.
