The Retail Experiment

Have you been spending more than ever on marketing, but feel like your customers are responding less? Have you been generous with your customers, giving them bigger discounts, loyalty programs, the best-trained staff and helpful emails, but it still doesn't seem to be enough? Do you know the retail environment has changed, but you're not sure how to respond? Customers across all industries have changed dramatically in recent years, but many retailers have failed to understand or keep up. Retailers who don't respond to the new problems of their customers will quickly be left behind. In this groundbreaking book about winning back the modern customer, Amy Roche describes the 'experiments' she performed in her own retail store. In The Retail Experiment you'll learn how to: leave behind old retail methods that no longer work understand, value and engage with the modern customer evaluate and capitalise on the changed shopping environment market to and communicate with customers make your store an exciting place to visit appeal to the emotions of your customers successfully position your business in the 'experience economy'. Amy examines winning strategies, pitfalls and fails, and the five strategies she discovered that drew customers in like magnets, increasing visitation, sales, and overall engagement.

HOW TO design an enjoyable and/or efficient shopper experience. adapt your retail format to new societal trends while keeping the retail brand differentiating. energise supplier-retailer relationships and face the challenges ahead in an open and a collaborative way. Retail is going through tremendous change as a result of new types of competitors and ever higher consumer expectations. An abundance of products, media and data has become available. Digitisation and the demand for an inclusive and a sustainable society call for new ways of defining the future together. Everyone needs to be mobilised, and the category level holds the right meeting point for suppliers and retailers. The Retail Innovation Toolkit offers practical tools and case studies on the way forward, so that professionals on both retail and supplier sides can start addressing category challenges immediately. The 42 tools help professionals to analyse, grow, innovate and even reinvent categories in a fun and a quick manner. The Category Management concept is refreshed by integrating tools from Experience Design and Product Innovation to create a new set of innovation skills and mobilise collaboration within and among retailer and supplier organisations. This is an excellent toolkit with practical approaches to growing the category and reinventing the retail game.

This volume of Review of Marketing Research (RMR) focuses on Shopper Marketing: Role of In-Store Marketing. The chapters draw from academic research as well as collaborations with major retailers and industry practitioners. Over the past several decades there has been research into how marketing actions influence how shoppers respond to offers. Yet, with the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. Although there are many points along the path to purchase which are important to understand, this edition of RMR is devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. The chapters highlight new technologies (e.g., mobile, digital displays) and information aids (e.g., nutrition scores, floor signage) being used by leading retailers to influence the path to purchase. In addition, new research technologies (e.g., eye-tracking, heat maps, in-store experiments) and models that are being used to assess the effectiveness of the path to purchase tactics are discussed.