"Phil Lemperts Being the Shopper may have been written for the benefit of marketers, but it also helps consumers understand why we buy what we buy. I, for one, will save money at the market as a result."
Jean Chatzky, Editor at Large
Being the Shopper reveals the subtle and important things that motivate consumers to buy. Supermarket Guru® Phil Lempert examines every aspect of shopper behavior to help you think like a consumer when creating selling stratagies.
In Being the Shopper, Lempert trails consumers as they shop, examining every detail of the retail experience, with a focus on effective ways to manipulate the customers visceral, emotional, and intellectual reaction to a product. He offers in-depth analysis of influential techniques such as in-store sampling, special pricing, packaging, and shelf positioning, giving readers unparalleled access to the inner thoughts of todays shopper. Listen to customers real voices culled from Lemperts research and the Supermarketguru.com consumer panel as they make purchasing decisions. Watch how shoppers react to marketing campaigns, and discover new ways to raise the appeal and name recognition of brands.
"Part Four, Shoppers Sense-abilities, is a must-read for every management team. One of the best eye-openers to help your key people understand what the customer really sees, feels, and smells on a supermarket trip that I have ever read."
Tim Hammonds, President and CEO
Food Marketing Institute
Drawing on years of interviewing consumers, the food trends correspondent for the television show shares methods for companies seeking to define and meet consumer desires and truthfully market health claims. Includes a 20th-century supermarket events timeline. Some references are noted in the text. Annotation c. Book News, Inc., Portland, OR (booknews.com)