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|Inhalt:||Contents Publishers acknowledgements About the team Introduction Becoming a specialist in shopper marketing Part One: the marketing discipline Chapter 1: The marketing discipline, as we know it today, has to change Traditional advertising is losing its effect Current shopper marketing is based on feelings not facts ROCK Contradictions and similarities between suppliers and retailers Part Two: strategy Chapter 2: The product and the brand Brands Positioning and differentiation Brand pictura Chapter 3: Product portfolio and brand architecture The size of a portfolio Brand architecture Use more time on your current portfolio rather than on innovation Chapter 4: Brand portfolio and profitability Chapter 5: Introduction to consumer and shopper segmentation Definitions Chapter 6: Consumer segmentation What is consumer segmentation? Segmentation models Chapter 7: Shopper segmentation and shopper mission Introduction to shopper segmentation Segmentation and basic shopper/channel research Priority order of shopper segmentation Shopper missions The Unilever studies Shopper segmentation Shopper profile Chapter 8: Channel segmentation Target groups and channels Total market, category, brands, shopper segments, channels and individual retail chains Financial performance Chapter 9: What are the aligned prioritised commercial opportunities? Strategic framework Part three: in-store shopper marketing Chapter 10: Introduction to shopper marketing Introduction Act based on facts - do the shopper research! Increase revenue Traffic Chapter 11: The complexity of modern retailing Thomas Rudolf and Jan Niklas Meise, St Gallen, Switzerland Complexity for managers and consumers Countering complexity through differentiation Differentiated retail firms Conclusion Chapter 12: retail structure Odd Gisholt, BI, Norway Introduction Sales methods and chain management Strategic decisions in retailing Retail trends Private labels Wholesalers Market logistics Marketing shopping centres in Europe Chapter 13: Positioning and advertising for retail chains Alf Bendixen, BigBlue&Company, Norway Retail chains Chapter 14: retail distribution, traffic and bonding Advertising Traffic Leaflets and direct mail Location and habit Increase bonding and loyalty Chapter 15: Loyalty programmes Truls Fjeldheim, Norgesgruppen, Norway Introduction History and background Different types of loyalty programmes/cards Loyalty programme content How to develop a CRM activity plan using sophisticated segmentation models How a loyalty programme can drive growth and profitability Chapter 16: inside the supermarket Inside the supermarket Chapter 17: Retail atmospherics Shoppers and the in-store atmosphere Design factors In-store layout Colour and light Signage Atmospheric background factors: music, scent and touch Social factors Summary discussion and further research Chapter 18: Optimise location and floorplans Be present in a relevant location in the shop Chapter 19: Category merchandising and category management Category merchandising Category management Chapter 20: Merchandising on shelf: range and assortment Merchandising on shelf Category and brand drivers Merchandising basics Let sales results be the driver Choose relevant competitive adjacencies Shelf-ready packaging (SRP) Range and assortment Chapter 21: pricing Relative pricing Price strategy Price elasticity - how to use it Chapter 22: Point of sales (POS) and promotions POS is advertising in-store! Loyal shoppers and consumers POS POS: basic testing In-store media Chapter 23: packaging design Jesper Clement, Copenhagen Business School, Denmark The role of packaging design Chapter 24: Implementation Implementation of shopper marketing as a discipline Notes References Index|