CINCINNATI — Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale, the first comprehensive book on the subject of shopper marketing, has been released in the United States by Kogan Page Publishers. Edited by Markus Ståhlberg and Ville Maila of Phenomena Group, a global shopper marketing agency, the book incorporates insights from thirty-five internationally-recognized shopper marketing experts, from marketing agencies and multi-nationals including dunnhumbyUSA, Tesco, Nestlé, TNS, Millward Brown and Envirosell. Shopper Marketing provides practical advice regarding shopper behavior and trends, retail environments, shopper marketing strategy and case studies of successful shopper marketing activities.
“Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale is a fantastic read – no matter who you are in the organization”
.Shopper marketing, a fast-growing discipline, emphasizes the shopper before and during the shopping experience. According to study by Deloitte from the Grocery Manufacturers Association, CPG investment in shopper marketing is growing faster than Internet advertising, doubling since 2004 and on track for an annual growth rate of 21% by 2010. For perspective, Procter & Gamble, the world’s largest consumer packaged goods company, invests $500 million on shopper marketing annually, and the Coca-Cola Company is demonstrating and extending its industry leadership through its sponsorship of the Retail Commission on Shopper Marketing as well as applying "Shelf Savvy" marketing principles to accelerate shopper marketing excellence across its global business.
“Shopper marketing offers great potential for retailers and manufacturers to target and engage their most valuable shopper more completely and more profitably,” says Matt Nitzberg, Executive Vice President of dunnhumbyUSA who contributed the chapter on ‘Putting the Shopper in Your Shopper Marketing Strategy’. “Shopper marketing is fundamentally shifting how companies are thinking and acting toward their best shoppers. Effective programs – which are based on an intimate, household-level understanding of shopper behavior and its influences – offer superior opportunities to earn and grow shoppers’ lifetime loyalty. The range of articles in this book will allow both beginners and experts to catch up with the latest thinking and best practices.”
“Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale is a fantastic read – no matter who you are in the organization,” notes Darren Marshall, Vice President, Global Customer & Shopper Marketing at The Coca-Cola Company. “The range of articles will help beginners and experts catch up with the latest thinking and best practices. I particularly liked Matt Nitzberg’s chapter on Strategy. dunnhumby’s practical experience and global success supplies compelling facts and figures to back up Matt’s arguments, inspiring our company to make a significant investment to build capabilities in this area.”
Published in the UK in March by Kogan Page, Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale is now released in the U.S. and has already been selected as on of the 30 outstanding business books of 2010 by Soundview Executive Book Summaries.
Source: Kogan Page USA