Berkhout, Constant Assortment and merchandising strategy 9783030111625

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Автор: Berkhout, Constant
Название: Assortment and merchandising strategy
ISBN: 9783030111625
Издательство: Springer
Классификация:

Торгово-промышленная деятельность и управление

Стратегическое планирование

Электронная торговля: деловые аспекты

Торговля и маркетинг

Отрасли сферы обращения

Космическая наука

ISBN-10: 3030111628
Обложка/Формат: Hardcover
Страницы: 224
Вес: 0.49 кг.
Дата издания: 27.05.2019
Язык: English
Издание: 1st ed. 2019
Иллюстрации: 35 illustrations, color; xviii, 224 p. 35 illus. in color.
Размер: 167 x 243 x 20
Читательская аудитория: Professional & vocational
Подзаголовок: Building a retail plan to improve shopper experience
Ссылка на Издательство: Link
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Поставляется из: Германии
Описание: Demonstrating how retailers can tap into shoppers’ needs for variety without increasing complexity and stress, this innovative book combines cutting-edge research with hands-on, practical frameworks. Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has an innate need for variety. Addressing this challenge Constant Berkhout offers practical merchandising guidelines both for stores and online retailers. Indeed, studies show that it is not the actual size of assortment that drives traffic to online stores, but the perception of assortment variety. The author illustrates how decisions around assortment and visual merchandising must be made in conjunction with each other, rather than separately, and provides a step-by-step plan to do so. Grounded on shopper needs, emotions and behaviours that apply to both online and brick-and-mortar stores, this book integrates assortment and merchandise thinking and takes a human and shopper perspective. With practical frameworks that can easily be implemented in real-life situations along with examples from a number of retail sectors, Assortment and Merchandising Strategy provides a deeper and much-needed understanding of how shoppers process information, and the strategies that retailers must adopt in order to satisfy and retain their customers.

Дополнительное описание: 1. Integration of Assortment and Merchandising.- 2. Assortment Size and Space.- 3. Composition of Assortment.- 4. Ways of Organising Assortment.- 5. Shopper Characteristics.- 6. Shopping Missions.- 7. Retailer Assortment and Merchandising Plan.- 8. Univer

Assortment and merchandising strategy, Berkhout, Constant