Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale [Hardcover]

Markus Stahlberg (Author), Ville Maila (Author)

Book Description

Publication Date: February 28, 2010

New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself.  According to a study by Deloitte, spending on shopper marketing has doubled since 2004.  Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units. 

This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill.  Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].

Editorial Reviews

Review

"An impressive lineup of 35 contributors." - Bill Schober, editorial director at In-Store Marketing Institute

About the Author

Markus Stahlberg and Ville Maila are the CEO and Planning Director, respectively, of Phenomena Group Ltd, the first shopper marketing company in Europe.

Product Details

• Hardcover: 240 pages
• Publisher: Kogan Page (February 28, 2010)
• Language: English
• ISBN-10: 0749457023
• ISBN-13: 978-0749457020
• Product Dimensions: 1 x 6.5 x 9.8 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #297,657 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

7 of 9 people found the following review helpful:

4.0 out of 5 stars To increase your sales, Shopper Marketing is the key, December 22, 2009

By 

Ruokonen Janne - See all my reviews
(REAL NAME)   

This review is from: Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale (Hardcover)

Brands are chosen at the point of purchase and that's where you need to focus your marketing efforts. You can invest a lot of money on advertising and brand awareness, only to see the competition lure the consumer away at the last minute with clever packaging and cost efficient promotions! This is the key message of the Shopper Marketing book, driven home with facts and studies about real consumer behavior.

If you want to get smart about your marketing investments, you cannot ignore the power of shopper marketing strategies. Shopper Marketing provides you with the understanding and practical toolbox to improve your sales.

But what is Shopper Marketing? It is a relatively unknown area of marketing with the purpose of converting shoppers into buyers the very moment they make the purchase decision - at the point of purchase on the shop-floor of a supermarket or a convenience store, for example. Since consumers make most of the purchase decisions in the store, Shopper Marketing with its various promotional strategies and innovative tactics has a huge impact on which brands the consumers actually end up choosing.

With over thirty contributors, covering complete span from strategy to implementation, the Shopper Marketing book is destined to become the standard reference work on this new field of marketing.

2 of 2 people found the following review helpful:

2.0 out of 5 stars Needed a lot more polish and vision, March 7, 2011

By 

Edward E. Rigdon (Atlanta, GA USA) - See all my reviews
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Amazon Verified Purchase

This review is from: Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale (Hardcover)

There are probably some gems scattered within the text of this book, but they are hard to find. The book is a collection of contributions from various consultants. You know how it goes . . . "shopper marketing" is a hot topic right now, just like "customer relationship management" was at one point, so consultants rush to re-label whatever they are doing so that it fits under the hot topic.
There seems to have been little quality control, beyond copyediting, and not much in the way of a unifying vision. If you really want to learn about "shopper marketing," like I did, you probably won't learn much from this volume. Even the section headed, "What is Shopper Marketing?" doesn't actually define shopper marketing. Overall, this volume was really a disapointment to me.

2 of 2 people found the following review helpful:

5.0 out of 5 stars At last, marketing gets around to the shopper, August 23, 2010

By 

Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(HALL OF FAME REVIEWER)    (TOP 500 REVIEWER)    (REAL NAME)   

This review is from: Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale (Hardcover)

Shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work? Marketing consultants and editors Markus Ståhlberg and Ville Maila, and 35 other shopper-marketing experts, offer almost three dozen essays that detail how this tactic works, outline its benefits and explain how to implement it. getAbstract strongly recommends this definitive shopper-marketing resource. Its mix of savvy insights and suggestions from those on the front lines of retailing will appeal to product and brand managers, packaging experts, display designers, merchandising specialists, retail and manufacturing marketing and sales executives, as well as students of marketing, merchandising and selling.