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作者簡介
商品簡介
Retail operated comfortably for years using concepts governing physical retail environments. However, change has taken place across all retail sectors, brought on by the internet and social media; it is now necessary to adopt customer-driven strategies based on a multi-channel environment to remain competitive and relevant.
Retail Marketing Strategy bases shopper marketing strategy on customer insights, resulting in elevated consumer satisfaction and a more effective shopping environment. Using five key elements, author Constant Berkhout presents solutions to questions in retail, including how to innovate, how to develop new ways to interact with customers across multiple channels, and how to replicate online success stories. He offers guidance on collating and interpreting data generated in shopper activity to help make sense of trends and to build effective strategy and incorporating experiential elements to thoroughly engage with consumers on an emotional level.
作者簡介
Constant Berkhout is an experienced retail marketing and shopper insights consultant, having worked at Kraft Foods, Gillette/P&G, and PepsiCo. As Founder of Rijnbrug Advies, he develops new ways to grow retail categories and connect with the shopper for a diverse range of food, non-food, and supplier clients.
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