ABOUT THE BOOK This book presents a practical approach to ensuring your retail store´s success with consumers. Simple, practical, and illustrated with real photos taken in many countries, this book allows even a small store with a limited budget to
stay ahead of global retailers with limitless resources.
Presentation
The Power of Retail Marketing / Introduction
CHAPTER 1: Merchandising
Merchandising: Some Concepts
Main Functions of Merchandising
How to Visually Explain Merchandising
Merchandising Techniques
Product Supply / Pricing / Position / Access
Displaying
CHAPTER 2: Visual Merchandising
The Rigors of Visual Merchandising
Highlights of Basic Visual Merchandising
Windows
Ambiance
Purchasing Atmosphere
What is the Purchasing Experience?
What Composes a Good Atmosphere?
Knowing What In-Store Atmosphere to Use
How to Create a Buying Atmosphere
The Human Perception According to Senses
The Buying Experience and the Five Senses
Color Sensations / Light
How Can I Use This Knowledge in My Store?
Design Project / Store Planning
Visual Design is as important as Price
CHAPTER 3: The Store
Location
Details / Traffic and Parking
Visibility / Compatibility with the Area
Neighborhood and Competition
Rent and Extra Costs
Store Floor Plan / Store Layout
External Store Image / Exterior Design
The Storefront / The Entrance
The Window Display
Impellers
Interior Design / Inside the Store
Sales Area / Identifying the Hot Areas
Product Displays
Circulation / How to Use Store Space
Store Operation / Logistics
CHAPTER 4: The Gondola
Gondolas / Shelves
Gondola Arrangement
Vertical / Horizontal / Blocky
Self-Service Product Positioning
Endcaps / Counters
Stacking / Pallets
Cleaning
Managing Spaces / Planogram
Creation of Planograms / Planogram Purpose
Making and Keeping a Planogram
How Categories Boost Sales
How Categories Changes by Retail Type
Retail Is Detail
What does a well-displayed product mean for you?
CHAPTER 5: Promotional Marketing
Promotional Actions / Promotional Environment
Planning and Implementation / Demand
Conducting Promotions
Types of Promotional Actions for Suppliers and Retailers
Suppliers Helping Train Retail
Relationship
Education and Interaction for Consumption
Loyalty Actions
Motivating Actions
Couponing
Incentive / Institutional / Cultural
Demonstration / Tasting
Sampling / Cross Sampling
Giveaways or Promotional Bundles
Store Flyer Promotions
Actions in the Packaging
Cooperative Advertising
Contests and Sweepstakes
Looking for Customers Outside the Store
Selling Spaces for Actions in POP
How to Improve Promotional Actions
CHAPTER 6: Understanding Customer Perception
Memory / Understanding / Loyalty
Brand Identity / Brand Experience
The Brand and the POP: A Two-Way Street
Visual Perception / Consumer Vision
Scanning Shelves in Seconds
Memorization and Generalization
Product Positioning
The Perception of Product Brand and Store Brand / Packaging
The Challenge of Attracting the Consumer
CHAPTER 7: Customer Care
Customer Service
Word of Mouth and Negative Image
How to Enchant the Consumer
Customer-Centric Retailing
First Impressions Are the Most Lasting
Learn Which Customers Should Receive Special Treatment
Know Your Audience
Women’s Buying Power
Women Make Key Purchasing Decisions
Employees versus Consumer
Contact with People
Promotional Work Force
Benefits to Retailers
Personal Profile for the POP Worker
Functions of Merchandisers
Checklist for Professional Skills Training
CHAPTER 8: The Point of Purchase as Media
Promotional Material
How to Create Good In-Store Material
Basic Criteria for Obtaining Maximum Efficiency with the POP
Advantages of Materials
Impact of Materials
Types of Displays and Their Uses
Communication with the Consumer
ROI: Return on Investment
Shopper Marketing versus In-Store Marketing
CHAPTER 9: The Psychology of Consumption
The Economic Theory of Consumption
Behavior of Consumption
Most Mass-Merchant Purchase Decisions Are In-Store
Persuasion during the Purchase
Types of Purchase Decisions
Self-Service and Hands-On Experience
Invisible Barriers that Block the Impulse
Behavior during Purchases
What May Affect the Buying Habits
Purchase Procedures at POPs
The difference between consumers and shoppers
Pre-store and in-store marketing
CHAPTER 10: Trends in Global Retail
Eye-Tracking Research
The Consideration Set
Eye Tracking and Consideration Set
Considerations in an Eye-Tracking Study
The Type of Shopping Trip Influences Impulse Purchases
Store Appearance Drives Shopper Attitude
Shelf Placement Drives Purchases
Leading Brands Do Well in Shelf Blocks
The Future of Omni-Channel Retailing
Big Data
Showrooming
Webrooming Eclipses Showrooming
Conclusion
References
Author Information