Fundamentals of Retailing and Shopper Marketing

Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail. 

The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice.

The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.

Contents

Publishers acknowledgements

About the team

Introduction

   Becoming a specialist in shopper marketing

Part One: the marketing discipline

Chapter 1: The marketing discipline, as we know it today, has to change

   Traditional advertising is losing its effect

   Current shopper marketing is based on feelings not facts

   ROCK

   Contradictions and similarities between suppliers and retailers

Part Two: strategy

Chapter 2: The product and the brand

   Brands

   Positioning and differentiation

   Brand pictura

Chapter 3: Product portfolio and brand architecture

   The size of a portfolio

   Brand architecture

   Use more time on your current portfolio rather than on innovation

Chapter 4: Brand portfolio and profitability

Chapter 5: Introduction to consumer and shopper segmentation

   Definitions

Chapter 6: Consumer segmentation

   What is consumer segmentation?

   Segmentation models

Chapter 7: Shopper segmentation and shopper mission

   Introduction to shopper segmentation

   Segmentation and basic shopper/channel research

Priority order of shopper segmentation

   Shopper missions

   The Unilever studies

   Shopper segmentation

   Shopper profile

Chapter 8: Channel segmentation

   Target groups and channels

   Total market, category, brands, shopper segments, channels and individual retail chains

   Financial performance

Chapter 9: What are the aligned prioritised commercial opportunities?

   Strategic framework

Part three: in-store shopper marketing

Chapter 10: Introduction to shopper marketing

   Introduction

   Act based on facts – do the shopper research!

   Increase revenue

   Traffic

Chapter 11: The complexity of modern retailing

Thomas Rudolf and Jan Niklas Meise, St Gallen, Switzerland

   Complexity for managers and consumers

   Countering complexity through differentiation

   Differentiated retail firms

   Conclusion

Chapter 12: retail structure

Odd Gisholt, BI, Norway

   Introduction

   Sales methods and chain management

   Strategic decisions in retailing

   Retail trends

   Private labels

   Wholesalers

   Market logistics

   Marketing shopping centres in Europe

Chapter 13: Positioning and advertising for retail chains

Alf Bendixen, BigBlue&Company, Norway

   Retail chains

Chapter 14: retail distribution, traffic and bonding

   Advertising

   Traffic

   Leaflets and direct mail

   Location and habit

   Increase bonding and loyalty

Chapter 15: Loyalty programmes

Truls Fjeldheim, Norgesgruppen, Norway

   Introduction

   History and background

   Different types of loyalty programmes/cards

   Loyalty programme content

   How to develop a CRM activity plan using sophisticated segmentation models

   How a loyalty programme can drive growth and profitability

Chapter 16: inside the supe