From Publishers Weekly
Sorensen has made a career out of studying the way consumers behave in supermarkets. His research into their behavioral patterns includes inventing PathTracker, a system that tracks the motions of shopping carts and fitting test shoppers with specially designed glasses that record their field of vision every 3/25ths of a second, telling him exactly what they are looking at and for how long. It turns out there are three different groups of shopping excursions—quick trips, fill-ins and stockups—and Sorenson studies shoppers by behavior, rather than demographic. He exhorts retailers to forget the old system of making the shopper walk through a store, hoping theyÖll make impulse buys; instead, get them buying as quickly as possible and build momentum by putting products—particularly high frequency purchase items—directly in their paths. He cites such stores as Stew Leonard and Tesco as taking full advantage of new shopper research and provides interesting studies to back up his claims. While vastly informative—even from a sociological standpoint—the book comes across as too theoretical and academic for the general reader. (June)
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From the Back Cover
How Today's Shoppers Really Think, Behave, and Buy: Breakthrough Insights for Creating High-Profit Retail Experiences! ""Inside the Mind of the Shopper" is the preeminent handbook for any marketer or retailer seeking to understand why people do what they do when they shop. Armed with the knowledge in this book, marketers and retailers can work together to predict how shoppers will respond (or not!) to package and label design, selling messages, shelf plans, and the entire retail space."--Matt Ohligschlager, Senior Manager, Consumer and Market Knowledge, Procter & Gamble "From his 40 years of observing shoppers, Herb Sorensen has given us the gift of understanding shoppers. Now, we clearly see that the store layouts merchants want are not what shoppers want. On the ground, managers THINK they know their shoppers, but anyone who follows Herb's handbook on shopper insights will know them a lot better."--Joel Rubinson, Chief Research Officer, The Advertising Research Foundation Today, improving the effectiveness of the retail experience is no longer an option: It's a matter of survival--and nobody knows more about doing that than Herb Sorensen. That's because Sorensen understands your customer's in-store behavior better than anyone else on earth. Now, drawing on microscopic analysis of millions of shopping trips, Sorensen reveals exactly what your customers are thinking, why they behave as they do, and how to reshape stores to deliver truly remarkable results. You'll discover how to drive more profit from the "quick trip..".the three "moments of truth" in every shopping event...customer "migration patterns" within the store...and how to use "active retailing" to place products precisely where they'll do best. Author's Notes and Acknowledgments xvAbout the Author xxiPreface: Rethinking Retail 1Introduction: Twenty Million Opportunities to Buy 5 Part I: Active Retailing 23Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted 25Chapter 2: Three Moments of Truth and Three Currencies 47Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do 69Chapter 4: Active Retailing: Putting Products into the Path of Shoppers 97Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog 113 Part II: Going Deeper into the Shopper's Mind 131Chapter 6: The Quick-Trip Paradox: "An Interview with Unilever's Mike Twitty" 133Chapter 7: Integrating Online and Offline Retailing: "An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland)" 147Chapter 8: Multicultural Retailing: "An Interview with Emil Morales, Executive Vice President of TNS Multicultural" 161Chapter 9: Insights into Action: A Retailer Responds: "An Interview with Mark Heckman of Marsh Supermarkets" 179 Part III: Conclusions 189Chapter 10: The Internet Goes Shopping 191Chapter 11: Game-Changing Retail: A Manifesto 199 Part IV: Appendix 205Appendix: Views on the World of Shoppers, Retailers, and Brands 207 Index 213