I realise that is a sweeping statement, but I do believe this is the best retail book I have seen this year.
Retail Marketing Strategy…Delivering shopper delight by Constant Berkhout and published by Kogan Press.
The title tells you what the content of the book is about. Constant has worked with retailers in Europe and the Americas and has a clear understanding of the challenges and opportunities that are there for retailers at present. I like practical books that can help a business improve sales and I found loads of ideas and clear thinking in this book.
Expect a few challenges as you go through the book, especially on your traditional thinking when it comes to “impulse” sales and category management.
The message though out the book is: What makes your shoppers happy in your store? A challenging question that I guess many retailers could not answer.
This is not just about human engagement, but product assortment that avoid customer stress, the use of music and scent and category placement.
There are loads of tips in this book, I will leave you with these:
- Shoppers prefer rounded gondola ends
- Relays should be no more than 7 metres long before there is a gap or visual break
- Shoppers prefer to see a woman and child smiling on promotional posters
- Smiles on peoples face on posters make customers smile
- Include “touch” moments in the store
The book covers Loyalty cards and their role as “Thank you ‘s” rather than discounts, shopper driven assortment management choose east retailing and much more.
If there is one book to read from 2015 this is the book!