1st Edition

Shoppernomics How to Shorten and Focus the Shoppers' Routes to Purchase

By Roddy Mullin, Colin Harper Copyright 2014
    328 Pages
    by Routledge

    330 Pages
    by Routledge

    The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial. The sales and marketing challenge is what to say, and where to say it. Shoppernomics, based on research and case studies from US and UK, examines the path taken by the potential buyer. The authors describe the key drivers and barriers on the journey to purchase. They identify the need to get key messages, key partners and key media all working together, and a framework for success. The authors challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. Shoppernomics provides the manual for achieving successful companies serving happy and loyal customers, as the ultimate goal for manufacturers, retailers and brands. It reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. Shoppernomics is designed to deliver fast results for companies prepared to recognise that they are not perfect, and go the extra mile to find out why.

    Introduction; Part I: The Shopper Analysed; Chapter 1: Inside the Mind of the Shopper; Chapter 2: The Communication Canvas; Chapter 3: The Customer – Who Are They?; Chapter 4: Communicating with the Shopper/Customer; Chapter 5: Getting the Message Across; Chapter 6: The Barriers to Purchase; Part II: Communicating with the Shopper in the Future; Chapter 7: The Shopping Mission; Chapter 8: Out of Store; Chapter 9: On the Way to the Store; Chapter 10: In the Store, On the Website; Chapter 11: In the Store – Managing and Selecting Promotion Techniques; Chapter 12: After Purchase; Chapter 13: Dare to Be Different; Part III: What the Brand Manager, Retailer and Supplier Should Now Do; Chapter 14: How To Do It: Successful Approaches Dissected; Chapter 15: The Shopper Marketing Organisation; Chapter 16: Measuring Effectiveness; Chapter 17: Researching the Consumer/Customer ‘in Their Community'; Chapter 18: Researching the Shoppers' In-Store Behaviour; Chapter 19: Research from the Retail Side; Chapter 20: Strategic Scenarios; Chapter 21: The Future Prognosis of Shopping; Chapter 22: Implementing the Changes Pragmatically


    Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. Since 1987 he has been in consultancy helping some 300 companies in the UK particularly with marketing. He is a Fellow of the IMechE, CIBSE, CIM and RSA. He is the ex-Senior Warden of the Worshipful Company of Marketors. His Sales Promotion book (updated in September 2014 as Promotional Marketing) is the core text of the Institute of Promotional Marketing Diploma for which he is also an examiner. Colin Harper BSc (Psychology) MA (Marketing) is a member of the Chartered Institute of Marketing, the ex-Director of Insight for the Institute of Promotional Marketing and Director of Insight for The Retail Bulletin. He is also CEO of RetailVitalStatistics.com.

    ’Mullin and Harper are very experienced directors and have succeeded in capturing their knowledge and expertise in this fascinating book, Shoppernomics: how to shorten and focus the shoppers' routes to purchase. The biggest disservice that 19th-century economists did to mankind was to assert that consumers are rational. The fact is that they remain an enigma and any insights into their behaviour are to be welcomed. I wish I had had this book and its insights and wisdom when I was Marketing Director of a major fast-moving consumer goods company all those years ago. Well done Roddy and Colin. You have made a major contribution with this book.’ Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, UK