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Assortment and Merchandising Strategy

Building a Retail Plan to Improve Shopper Experience

Gebonden Engels 2019
Verkooppositie 1931
Op voorraad | Op werkdagen voor 21:00 uur besteld, volgende dag in huis

Samenvatting

Demonstrating how retailers can tap into shoppers’ needs for variety without increasing complexity and stress, this innovative book combines cutting-edge research with hands-on, practical frameworks.

Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has an innate need for variety.

Addressing this challenge Constant Berkhout offers practical merchandising guidelines both for stores and online retailers. Indeed, studies show that it is not the actual size of assortment that drives traffic to online stores, but the perception of assortment variety. The author illustrates how decisions around assortment and visual merchandising must be made in conjunction with each other, rather than separately, and provides a step-by-step plan to do so.

Grounded on shopper needs, emotions and behaviours that apply to both online and brick-and-mortar stores, this book integrates assortment and merchandise thinking and takes a human and shopper perspective. With practical frameworks that can easily be implemented in real-life situations along with examples from a number of retail sectors, Assortment and Merchandising Strategy provides a deeper and much-needed understanding of how shoppers process information, and the strategies that retailers must adopt in order to satisfy and retain their customers.

The book 'Assortment and Merchandising Strategy' provides answers to questions such as:
- How much will revenue grow when I increase the amount of space for products?
- How can I reduce assortment size without negative impact on category sales?
- What is the definition of shopping mission and how does shopping mission impact assortment variety?
- How do shopper decision strategies influence the composition of assortment?
- How can I merchandise products so that it becomes more attractive and easier for shoppers to search and select their favourite products?
- How can I identify the shopper decision tree when there are little data available?
- What is the difference between a shopper decision tree and visual search tree?
- How can I transmit the desired retail brand image through assortment and merchandising tactics?
- What does a good assortment and merchandising plan look like?
- What are universal merchandising principles?
- How can I select the type of merchandising for each category following a structured approach?
- In which manner can retailers tailor their communication by considering System 1 and 2 thinking?
- How will shopper decision-making change as a result of voice-based search and assistance?

This is what others said about the book:
'Berkhout offers visionary shopper-focused solutions to tackle this so called assortment anxiety.' - Ari Akseli, President Grocery Trade @ Kesko

'This book provides a comprehensive yet easy-to-read account of current knowledge related to assortment and merchandising decisions.' - Els Gijsbrechts, Professor of Quantitative Marketing @ Tilburg University

'Berkhout does an amazing job bringing simplicity and clarity to the complex and often debated world of assortment and merchandising. He not only makes it relevant in the still large world of physical stores but also in the new and emerging digital world of online shopping.' - Bob Nolan, Senior Vice-President @ Conagra Brands

'Constant Berkhout created a guide to successfully manage the ‘magic cube’ of complex assortment, simplified presentation and solid merchandising, offering all elements to create value by successfully optimizing the shelf space available for shoppers of numerous categories.' - Eric van der Hoeven, Vice President @ Danone

'Very comprehensive in its coverage, this book is all about integration: assortment with merchandising, online with offline, insights into shopper psychology with economically viable retail strategy. It is based on solid research but written for the practitioner with plenty of visuals.' - Koen Pauwels, Professor @ Northeastern University, BI Oslo and VU Amsterdam

'Berkhout introduces a number of useful frameworks that help brand managers, category managers and retailers assess the context in which they are competing, identify different pathways for action and make reasoned choices.' - Oliver Koll, Professor of Marketing @ University of Innsbruck

'Best practices from Berkhout’s vast retail experience and the wealth of academic insights on shopper decision-making make this book an essential handbook on assortment and merchandising.' - David Moore, Member of the Board @ SPAR International

Specificaties

ISBN13:9783030111625
Rubriek:Marketing
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:242
Druk:1
Verschijningsdatum:4-6-2019

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Over Constant Berkhout

Biography Constant Berkhout in English Constant Berkhout is a passionate practitioner of retail marketing and shopper insights. He obtained a Master of Science in Economics Cum Laude with a major in Marketing. His curiosity and career have led him to travel across the world and live in cities including Asheville (NC), Buenos Aires and London. Constant is the founder and owner of Rijnbrug Advies, a consultancy in the areas of retail strategy, data analytics and shopper marketing. With a passion for retail and building on more than 20 years’ experience, Rijnbrug Advies finds new ways to grow categories and connect with the shopper. Clients include food retailers, non-food retailers and suppliers in Europe, the Middle East and Asia. More information can be found on: www.constant-opportunities.com. Before setting up his own agency Constant gained broad experience across a large number of categories, functional areas and countries: - At Ahold Delhaize Constant got acquainted with category management and the principles of retail. - At Kraft Foods he set up the shopper marketing practice and worked as customer manager to large supermarket chains. - At Procter & Gamble he led business restructurings in commercial and value-chain departments in several European countries. Later he was given overall responsibility for the marketing at the business to business (B2B) division in Europe. - At PepsiCo he first assumed the responsibility of consumer insights and innovation for Northern Europe. In his last role at PepsiCo he led 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 data science and neuro marketing. Constant published over 100 articles about retail marketing, shopper psychology, data analytics and business transformation. He is also the author of the book Retail Marketing Strategy, Delivering Shopper Delight (2016) which is available in English, Chinese and Portuguese. Biografie Constant Berkhout in het Nederlands Constant is een gepassioneerde professional werkzaam in retail marketing en shopper insights. Hij studeerde Cum Laude af in Economie aan de Rijksuniversiteit Groningen en specialiseerde zich in Marketing. Zijn nieuwsgierigheid en carrière lieten hem reizen door de wereld en leven in steden zoals Asheville (NC), Buenos Aires en Londen. Constant is oprichter en eigenaar van Rijnbrug Advies, een consultancy op het gebied van retail strategie, data analytics en shopper marketing. Met een passie voor retail en bouwend op meer dan 20 jaar ervaring vindt Rijnbrug Advies nieuwe manieren om categorieën te laten groeien en te verbinden met de shopper. Tot zijn klanten behoren supermarkten, non-food retailers en leveranciers in Europa, het Midden-Oosten en Azië. Meer informatie is te vinden op: www.constant-opportunities.nl. Voordat hij zijn eigen bureau opzette, deed Constant brede ervaring op in een groot aantal categorieën, functies en landen: - Bij Ahold Delhaize maakte hij kennis met category management en de basis principes van retail. - Bij Kraft Foods zette hij de shopper marketing functie op en werkte hij als national accountmanager voor grote supermarkt ketens. - Bij Procter & Gamble leidde hij herstructureringen van de commerciële en supply chain afdelingen in diverse Europese landen. Later kreeg hij de marketing eindverantwoordelijkheid voor de business to business (B2B) divisie in Europa. - Bij PepsiCo startte Constant als verantwoordelijke voor consumer insights en innovatie in Noord Europa. In zijn laatste rol bij PepsiCo Europe leidde hij de strategie en implementatie van shopper insights en marketing in meer dan 45 landen in Europa. Hij zette trade marketing op in Oost-Europese landen zoals Rusland en Oekraïne. In West-Europa verbeterde hij de relatie met retailers als Carrefour, Casino en Tesco. Hij werkte nauw samen met zijn collega’s in Noord-Amerika om nieuwe technologieën in data science en neuro marketing toe te passen. Constant publiceerde meer dan 100 artikelen over retail marketing, shopper psychologie, data analytics en business transformatie. Hij is ook auteur van het boek Retail Marketing Strategy, Delivering Shopper Delight (2016) welke beschikbaar is in Engels, Chinees en Portugees.

Andere boeken door Constant Berkhout

Inhoudsopgave

1. Integration of Assortment and Merchandising
2. Assortment Size and Space
3. Composition of Assortment
4. Way of Organizing Assortment
5. Shopper Characteristics
6. Shopping Missions
7. Retailer Assortment and Merchandising Plan
8. Universal Merchandising Guidelines
9. Category Merchandising Role Model
10. Communication Model
11. Path to Shopper Delight

Index

Managementboek TOP 5

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        Assortment and Merchandising Strategy