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Retail Marketing Strategy

Delivering Shopper Delight

Paperback Engels 2015 9780749476915
Verwachte levertijd ongeveer 6 werkdagen


Genomineerd voor de PIM Marketing Literatuurprijs 2016

Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone.

Taking in five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, 'Retail Marketing Strategy' answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activity, helping to make sense of trends and build effective strategy. Guidance is based throughout on neuromarketing research, providing a clear framework for building in experiential elements such as scent or music into the retail environment to really engage with consumers on an emotional level.

If you are a marketing, branding or supply chain professional working in retail seeking straightforward and research-driven techniques for building lasting customer loyalty, or you are responsible for driving retail strategy in your organization, let Retail Marketing Strategy be your guide.

Quotes over het boek
´His book is full of engaging and modestly expressed insights… It is also an admirable primer for the eager business studies students in the world’s universities.´
Andrew Seth, former CEO of Lever Brothers and co-author of The Grocers

'In this eminently readable book, Berkhout skilfully combines academic research and his own vast experience in retail marketing to provide a wealth of actionable insights for retail marketers. '
Jan-Benedict E.M. Steenkamp, Massey Distinguished Professor of Marketing and Marketing Area Chairman, Kenan-Flagler Business School, UNC-Chapel Hill, USA

'The passion of the author and his practical experience in retail marketing and shopper insights truly make this an invaluable read.'
Marc Schroeder, SVP Global Nutrition, PepsiCo


Aantal pagina's:296
Uitgever:Kogan Page


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Over Constant Berkhout

Constant Berkhout is a thought leader in the areas of retail marketing and shopper psychology and currently leads the agency Fusion Strategy & Retail. He obtained a Master of Science in Economics Cum Laude with a major in Marketing at the University of Groningen in the Netherlands. His curiosity and career took him across the world to live in Argentina, Belgium, the UK and the USA. Through his own agency Fusion Strategy & Retail, Constant works with retailers and suppliers in Europe, North America, the Middle East and Asia. Most of the assignments focus on retail format development, category management strategy, data analytics and shopper marketing. Before setting up his own agency, he gained broad experience across a large number of categories, functional areas, and countries: - At retailers De Boer Winkelbedrijven and Ahold Delhaize, Constant got acquainted with the principles of retail and category management. - For Kraft Foods, Constant set up their trade marketing practice and worked as customer manager to large supermarket chains. - At Gillette/Procter & Gamble, he led business restructuring in commercial and value-chain departments in several European countries. Later he was given overall responsibility for the marketing at the business-to-business division in Europe. - At PepsiCo, he first assumed responsibility for consumer insights and innovation for Northern Europe. In his last role at PepsiCo, he was responsible for shopper insights and marketing in more than 45 countries in Europe. He set up trade marketing in Eastern European countries such as Russia. For Western European markets, he increased customer intimacy with customers such as Carrefour, Casino and Tesco. He worked closely with colleagues in North America to apply breakthrough technologies in the areas of neuro-research and data analytics. Constant published over 100 articles about retail marketing, shopper psychology, data analytics and business transformation. He is the author of the books Retail Marketing Strategy: Delivering Shopper Delight (2016), Assortment and Merchandising Strategy: Building a Retail Plan to Improve Shopper Experience (2019 - available in English, Chinese and Portuguese) and The Retail Innovation Toolkit: 42 Category Management Tools for Growth (2021).

Andere boeken door Constant Berkhout


About the author

Part 1: Shopper happiness
1. Delivering shopper happiness

Part 2: Shoppers are people
2. The myth of impulse purchasing
3. Tapping into irrational shopper behaviour
4. Understanding the shopper brain through neuro research

Part 3: Channel choices
5. Channel preference: the future of the hypermarket channel
6. What the shopper wants from online shopping channels

Part 4: Fact-driven decision making
7. Getting your assortment right
8. Really making loyalty card programmes work
9. Making big data digestible

Part 5: In–store execution
10. The unstoppable growth of private labels and opportunities for A-brands
11. The unexplainable effect of music
12. Can scents work wonders?
13. Self-scanning is more than savings

Part 6: Organizational development
14. The birth of category management
15. True customer understanding
16. Shopper marketing: new phase of trade marketing

Part 7: Embracing the shopper
17. Retailer in action to increase shopper happiness


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