Fundamentals of Retailing and Shopper Marketing

• ContentsPublishers acknowledgementsAbout the team  IntroductionBecoming a specialist in shopper marketing  Part One: the marketing disciplineChapter 1: The marketing discipline, as we know it today, has to changeTraditional advertising is losing its effectCurrent shopper marketing is based on feelings not factsROCKContradictions and similarities between suppliers and retailers  Part Two: strategyChapter 2: The product and the brandBrandsPositioning and differentiationBrand pictura  Chapter 3: Product portfolio and brand architectureThe size of a portfolioBrand architectureUse more time on your current portfolio rather than on innovation  Chapter 4: Brand portfolio and profitability  Chapter 5: Introduction to consumer and shopper segmentationDefinitions  Chapter 6: Consumer segmentationWhat is consumer segmentation?Segmentation models  Chapter 7: Shopper segmentation and shopper missionIntroduction to shopper segmentationSegmentation and basic shopper/channel researchPriority order of shopper segmentationShopper missionsThe Unilever studiesShopper segmentationShopper profile  Chapter 8: Channel segmentationTarget groups and channelsTotal market, category, brands, shopper segments, channels and individual retail chainsFinancial performance  Chapter 9: What are the aligned prioritised commercial opportunities?Strategic framework  Part three: in-store shopper marketingChapter 10: Introduction to shopper marketingIntroductionAct based on facts – do the shopper research!Increase revenueTraffic  Chapter 11: The complexity of modern retailingThomas Rudolf and Jan Niklas Meise, St Gallen, SwitzerlandComplexity for managers and consumersCountering complexity through differentiationDifferentiated retail firmsConclusion  Chapter 12: retail structureOdd Gisholt, BI, NorwayIntroductionSales methods and chain managementStrategic decisions in retailingRetail trendsPrivate labelsWholesalersMarket logisticsMarketing shopping centres in Europe  Chapter 13: Positioning and advertising for retail chainsAlf Bendixen, BigBlue&Company, NorwayRetail chains  Chapter 14: retail distribution, traffic and bondingAdvertisingTrafficLeaflets and direct mailLocation and habitIncrease bonding and loyalty  Chapter 15: Loyalty programmesTruls Fjeldheim, Norgesgruppen, NorwayIntroductionHistory and backgroundDifferent types of loyalty programmes/cardsLoyalty programme contentHow to develop a CRM activity plan using sophisticated segmentation modelsHow a loyalty programme can drive growth and profitability  Chapter 16: inside the supe

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