Inside the Mind of the Shopper

How Today’s Shoppers Really Think, Behave, and Buy: http://www.dropshippers.co.za/

Breakthrough Insights for Creating High-Profit Retail Experiences! http://www.dropshippers.co.za/

“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.” http://www.dropshippers.co.za/

—Matt Ohligschlager, Senior Manager, Consumer and Market Knowledge, Procter & Gamble http://www.dropshippers.co.za/

“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.” http://www.dropshippers.co.za/

—Joel Rubinson, Chief Research Officer, The Advertising Research Foundation http://www.dropshippers.co.za/

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. http://www.dropshippers.co.za/

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. http://www.dropshippers.co.za/

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. http://www.dropshippers.co.za/

Author's Notes and Acknowledgments xv http://www.dropshippers.co.za/

About the Author xxi http://www.dropshippers.co.za/

Preface: Rethinking Retail 1 http://www.dropshippers.co.za/

Introduction: Twenty Million Opportunities to Buy 5 http://www.dropshippers.co.za/

Part I: Active Retailing 23 http://www.dropshippers.co.za/

Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted 25 http://www.dropshippers.co.za/

Chapter 2: Three Moments of Truth and Three Currencies 47 http://www.dropshippers.co.za/

Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do 69 http://www.dropshippers.co.za/

Chapter 4: Active Retailing: Putting Products into the Path of Shoppers 97 http://www.dropshippers.co.za/

Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog 113 http://www.dropshippers.co.za/

Part II: Going Deeper into the Shopper's Mind 131 http://www.dropshippers.co.za/

Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty 133 http://www.dropshippers.co.za/

Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) 147 http://www.dropshippers.co.za/

Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural 161 http://www.dropshippers.co.za/

Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets 179 http://www.dropshippers.co.za/

Part III: Conclusions 189 http://www.dropshippers.co.za/

Chapter 10: The Internet Goes Shopping 191 http://www.dropshippers.co.za/

Chapter 11: Game-Changing Retail: A Manifesto 199 http://www.dropshippers.co.za/

Part IV: Appendix 205 http://www.dropshippers.co.za/

Appendix: Views on the World of Shoppers, Retailers, and Brands 207 http://www.dropshippers.co.za/

Index 213 http://www.dropshippers.co.za/

How shoppers really think, behave, and buy: powerful new insights for creating more profitable retail experiences! http://www.dropshippers.co.za/

• How to get the right items to the right customers when they want them and why too much choice is costing you sales.
• Preparing for all three "moments of truth" in the buying process: reaching, stopping and closing.
• By Herb Sorensen, the world's #1 expert on in-store consumer behavior.
http://www.dropshippers.co.za/

About the Author

Herb Sorensen is a preeminent authority on observing and measuring shopping behavior and attitudes within the four walls of the store. He has worked with Fortune 100 retailers and consumer packaged-goods manufacturers for more than 35 years, studying shopper behavior, motivations, and perceptions at the point of purchase. Sorensen’s patented shopper-tracking technology PathTracker® is helping to revolutionize retail marketing strategies from a traditional “product-centric” perspective to a new “shopper-centric” focus. As Baseline magazine commented, “Herb Sorensen and Paco Underhill are the yin and yang of observational research.” http://www.dropshippers.co.za/

Herb has conducted studies in North America, Europe, Asia, Australia, and South America. His research has been published in AMA’s Marketing Research, The Journal of Advertising Research, FMI Advantage Magazine, Progressive Grocer, and Chain Drug Review, and he has been utilized as an expert source for The Wall Street Journal, Supermarket News, and BusinessWeek. Additionally, he is currently a panelist of Retail Wire’s “Brain Trust.” http://www.dropshippers.co.za/

Herb was named one of the top 50 innovators of 2004 by Fast Company Magazine, and shared the American Marketing Association’s 2007 EXPLOR Award for technological applications that advance research, with Peter Fader and his group at the Wharton School of Business of the University of Pennsylvania. Herb has a Ph.D. in Biochemistry. http://www.dropshippers.co.za/

Table of Contents

• Author's Notes and Acknowledgments xv
• About the Author xxi
• Preface: Rethinking Retail 1
• Introduction: Twenty Million Opportunities to Buy 5
http://www.dropshippers.co.za/

Part I: Active Retailing

23 http://www.dropshippers.co.za/

• Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted 25
• Chapter 2: Three Moments of Truth and Three Currencies 47
• Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do 69
• Chapter 4: Active Retailing: Putting Products into the Path of Shoppers 97
• Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog 113
http://www.dropshippers.co.za/

Part II: Going Deeper into the Shopper's Mind

131 http://www.dropshippers.co.za/

• Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty 133
• Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) 147
• Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural 161
• Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets 179
http://www.dropshippers.co.za/

Part III: Conclusions

189 http://www.dropshippers.co.za/

• Chapter 10: The Internet Goes Shopping 191
• Chapter 11: Game-Changing Retail: A Manifesto 199
http://www.dropshippers.co.za/

Part IV: Appendix

205 http://www.dropshippers.co.za/

• Appendix: Views on the World of Shoppers, Retailers, and Brands 207
• Index 213
http://www.dropshippers.co.za/