"Retail operated comfortably for years using concepts governing physical retail environments. However, change has taken place across all retail sectors, brought on by the internet and social media; it is now necessary to adopt customer-driven strategies based on a multi-channel environment to r...

Ausführliche Beschreibung

Bibliographische Detailangaben

1. Verfasser:	Berkhout, Constant (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	London Kogan Page 2016
Ausgabe:	1st edition
Schlagworte:	BUSINESS & ECONOMICS / Consumer Behavior BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Industries / Retailing BUSINESS & ECONOMICS / Marketing / General Industrie Wirtschaft Retail trade Marketing Consumer behavior Einzelhandel
Zusammenfassung:	"Retail operated comfortably for years using concepts governing physical retail environments. However, change has taken place across all retail sectors, brought on by the internet and social media; it is now necessary to adopt customer-driven strategies based on a multi-channel environment to remain competitive and relevant. Retail Marketing Strategy bases shopper marketing strategy on customer insights, resulting in elevated consumer satisfaction and a more effective shopping environment. Using five key elements, author Constant Berkhout presents solutions to questions in retail, including how to innovate, how to develop new ways to interact with customers across multiple channels, and how to replicate online success stories. He offers guidance on collating and interpreting data generated in shopper activity to help make sense of trends and to build effective strategy and incorporating experiential elements to thoroughly engage with consumers on an emotional level. "... Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone. Taking in five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, Retail Marketing Strategy answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activ
Beschreibung:	Includes bibliographical references and index
Beschreibung:	xv, 277 pages illustrations 23 cm
ISBN:	9780749476915 9780749476922