Chapter
Part One: Definition: what is shopper marketing?
Chapter 1: Science of shopping
Chapter 2: Point of view on shopper marketing
Defining shopper marketing
Strategy one: identification
What role do in-store media have to play?
Strategy three: enticement
The shopper: same person, different context
Chapter 3: Shopper marketing the discipline, the approach
Go-to-market calendarization
Reference and further reading
Chapter 4: Seven steps towards effective shopper marketing
Step one: start with the corporate and marketing objectives and strategies
Step two: make the right choices
Step three: get an in-depth understanding of the current business situation at the key retailers
Step four: get an in-depth understanding of key retailers’ organization, objectives and strategies
Step five: know the shoppers and their shopping behaviour
Step six: develop a shopper marketing strategy and plan as part of tailored and complete account plans
Step seven: execute with excellence and measure the results
Chapter 5: Bringing shopper into category management
Chapter 6: Science of shopping
The shopper at the bottom of the pyramid
Trends in rural lifestyles
Chapter 7: Illogic inside the mind of the shopper
Targeting consumer segments
Chapter 8: For shoppers there’s no place like home
Appeasing the picky child
Emerging lessons from the home experience: the genesis of true brand loyalty is often the home
Home experiences generate cultural tasks, not need states
Chapter 9: The three shopping currencies
Retailing is a relationship business
The ‘give–gets’ of the shopper in the store
Relating single-item purchases to individual shoppers
Time as the measure of shopping
Time is opportunity to sell
Participating with the shopper: ‘active retailing’
Understanding shopper behaviour vis-à-vis understanding products
Angst: a vague unpleasant emotion
Choices, choices, choices
Chapter 10: The shopping motives of Chinese shoppers
The shopping scene in China
The shopping motives of Chinese shoppers
Social roles and networks that underpin the shopping motive
Marketing applications of understanding Chinese shopping motives
Part Two: Strategy: how to approach shopper marketing
Chapter 11: Connecting, engaging and exciting shoppers
My place, my space, my experience
Chapter 12: Tailing your shoppers retailing for the future
E-tailing: reaching customers at home and at work
Tailing: innovating retail for the future
Tailing in Roppongi Hills: comfort and convenience
Tailing in Nau: webfront meets the homefront
Tailing in Boots: location is everything
Chapter 13: Retail media a catalyst for shopper marketing
Chapter 14: Integrated communications planning for shopper marketing
The ‘target consumer’ – moving out of the cross-hairs
Evolution of media and retail – engaging consumers who are in control
Measuring the effectiveness of the store as a marketing weapon
Seven barriers to development of shopper marketing
Chapter 15: The conversion model for shopper research
Chapter 16: Internationalization of shopper marketing
Internationalization of shopper marketing
Consumers are different, but how about shoppers?
Similarities and differences
International shopper marketing, so what?
Chapter 17: Ensuring your brand gets on the shopping list
Resonate with timeless needs and timely trends to get on the list
How can manufacturers increase their chances of success against store own-brands?
How manufacturers can target effectively to increase their chances of success
Chapter 18: Bridging gaps retail in the emerging Indian market
Reference and further reading
Chapter 19: The missing link turning shopper insight into practice
Fewer decisions are taken in-store than previously thought
Some implementation examples of these findings
The search for the right message at POP sometimes involves breaking the existing category rules
The road to successful implementations
Chapter 20: Capitalize on unrealized demand amongs hoppers
Chapter 21: Shopper promotions what can marketers learn from price discounts?
Shopper loyalty: what marketers can learn from price discounts
Mindspace, shelfspace and promotion
Innovation for promotions
From shopper mode to consumer mode
Chapter 22: Marketing as a crucial part of retailer partnership
Shopper marketing and chain strategy
The crucial role of strategic partnerships
Chapter 23: Touching the elephant
Make it easy for the mutual shopper to find and buy one’s brands
Extend the equity of one’s brands through the door of the store straight up to the point of sale
Provide a source of differentiation for both sponsoring brands and participating retailers
Activate purchase at the point of sale by delighting, engaging and motivating the mutual shopper
Tailor the above activities to align with the objectives, strategies, platforms and protocols (dos and don’ts) of different channels, formats and retailers
Advertising and media agencies
Path-to-purchase approach
Demand for ROI/accountability
Chapter 25: Shopper marketing’s true potential
The possibility of being truly strategic – finally
The possibility of embracing the concept of co-creation
The possibility of integrating demand and supply
The possibility of sustainability and social responsibility
Chapter 26: Putting the shopper in your shopper marketing strategy
An expression of shopper-centred thinking
A deeply-rooted shopper-centred culture
A dynamic set of activities
Measure strategically for impact
Measure relentlessly for improvement
In closing, an encouragement
Part Three: What is shopper marketing in action?
Chapter 27: Improving shopper marketing profitability with innovative promotions
Shopper-oriented promotions
Increasing purchase decisions
Does the trade love your brand?
Innovation means cost efficiency
Chapter 28: The circle of shopper marketing mechanization
The circle of shopper marketing mechanization
The traditional circle of shopper marketing
The mechanization of the circle
Evolution of technology related to shopper marketing
The different technology applications
Chapter 29: Nestlé Rossiya, Russia
Russian retailer environment
Nestlé Group shopper approach in Russia
Chapter 30: Connected shoppers are here, now – but how do you connect with them?
Connected shoppers are here, now. How can you connect with them?
Retailer website content and promotions
How can we meet shopper needs on-the-go?
Retailer and third-party applications
Chapter 31: Tesco Fresh & Easy, USA
Creating value for customers
Communicating through the shopping trip
An organizational endeavour
Chapter 32: Shopper-oriented pricings trategies
Pricing tipping points : managing price gaps based on shopper perceptions
Six dimensions of price image: the building blocks of a shopper-oriented pricing strategy
Chapter 33: Packaging can be your best investment
Packaging as your most efficient marketing investment
Packaging makes more of an impression
Packaging is no longer strictly three-dimensional
Consumers have become more in tune with packaging
You must stay in tune with your packaging
For many products, packaging is their sole form of advertising
Packaging as the ‘fifth P’ in your marketing mix
Increased role of shopper marketing
Chapter 34: The real power of brands in the digital world what marketers must know about the online shopping decision process
Chapter 35: ‘Too many choices’ – and their implications for package design
What shoppers say… and what they do
Designing for the shopper
Winning in a world of ‘too many choices’
Chapter 36: Maximizing ROI of package promotions
Is the packaging of daily consumer goods a mass medium?
What is the most cost-eff ective form of in-store campaigning?
Phase one: choose the most profitable objective
Are you aiming at purchase frequency or penetration?
Calculate the profit prognosis before choosing the objective
Concepts from AC Nielsen Insight: Using panels to understand the consumer
Phase two: choose the most effective promotion mechanism
The chosen objective determines the promotion mechanism
Phenomena’s competence is based on statistics
Phase three: implement package promotion as a process
Implementing promotion elements
Shopper Marketing
：How to Increase Purchase Decisions at the Point of Sale
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