Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale Book

Introduction

Part One Definition: what is shopper marketing?
1. Science of shopping  Paco Underhill, Envirosell
2. Point of view on shopper marketing Gordon Pincott, Millward Brown
3. Shopper marketing: the discipline, the approach Jim Lucas, Draftfcb
4. Seven steps towards effective shopper marketing Luc Desmedt, LD & Co
5. Bringing shopper into category management Brian Harris, Partnering Group
6. Science of shopping Gopi Krishnaswamy, Insight Instore
7. Illogic inside the mind of the shopper Michael Sansolo, Progressive Grocer
8. For shoppers there’s no place like home Harvey Hartman, The Hartman Group
9. The three shopping currencies Herb Sorensen, TNS Global
10. The shopping motives of Chinese shoppers Kevin Mu, U-SYS Sales and Marketing

Part Two Strategy: how to approach
11. Connecting, engaging and exciting shoppers Michael Morrison, Monash University (Australia) and Meg Mundell, researcher (Australia)
12. Tailing your shoppers: retailing for the future AnnaMaria M Turano, MCAworks
13. Retail media: a catalyst for shopper marketing Gwen Morrison, The Store
14. Integrated communications planning for shopper marketing David Sommer, MEC Retail
15. The conversion model for shopper research Clemens Steckner, g/d/p Research Group
16. Internalization of shopper marketing Ville Maila, Phenomena Group
17. Ensuring your brand gets on the shopping list Robert Levy, BrandSpark International
18. Bridging gaps: retail in the emerging Indian market Dheeraj Sinha, Bates
19. The missing link: turning shopper insight into practice Toon van Galen, Ratera & van Galen 
20. Capitalize on unrealized demand among shoppers Al Wittemen, TracyLocke
21. Shopper promotions: what can marketers learn from price discounts Markus Stahlberg, Phenomena Group
22. Marketing as a crucial part of retailer partnership Antti Syvaniemi, K-Plus Ltd
23. Touching the elephant Chris Hoyt, Hoyt & Company
24. Future shock Ken Barnett, MARS Advertising
25. Shopper marketing’s true potential Dan Flint, Shopper Marketing Forum, University of Tennessee
26. Putting the shopper in your shopper marketing strategy Matt Nitzberg, dunnhumbyUSA

Part Three What is shopper marketing in action?
27. Improving shopper marketing profitability with innovative promotions Markus Stahlberg
28. The circle of shopper marketing mechanization Dick Blatt, POPAI
29. Nestle Rossiya, Russia Lubov Kelbakh, Nestle Russia
30. Connected shoppers are here, now – but how do you connect with them? Jason Rogers, Catapult
31. Tesco Fresh & Easy, USA Simon Uwins, Tesco Fresh & Easy
32. Shopper-oriented pricing strategies Jon Hauptman, Willard Bishop
33. Packaging can be your best investment Russ Napolitano, Wallace Church, Inc.
34. The real power brands in the digital world: what marketers must know about the online shopping decision process Juliano Marcilio, Experian Marketing Services
35. “Too many choices” – and their implications for package design Scott Young, Perception Research Services International
36. Maximizing ROI of package promotions Ville Maila