Description: Influencing Shopper Decisions by Rebecca Brooks, Devora Rogers Attract and engage the attention of todays fickle consumer by understanding the shopper brain and adapting your strategies to focus on consumer needs, priorities and context. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description Should I advertise on TV? Is print dead? Should I work with an influencer? Should I promote my product through Facebook and Instagram ads? What about TikTok? How do brands get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world?Constant change, rapid innovation, category disruptors, rising shopper expectations and new access to goods and services have made consumers and shoppers incredibly adept at wading through oceans of research and information. Before making a purchase decision, your brands target consumer is a shopper. With more choices than ever before, shoppers are becoming increasingly promiscuous, opening themselves up to new brands, products and shopping channels. In Influencing Shopper Decisions, the authors are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making.By tracking the evolution of the shopper mindset from the First Moment of Truth to Googles infamous ZMOT, the authors outline a new paradigm for shopping behavior that focuses on shopper needs, priorities and context. Whether youre a CPG brand marketer, digital media company or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it. After explaining the forces that drive consumer decision-making, the authors outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers. Author Biography Rebecca Brooks is Founder and CEO of Alter Agents, a marketing analysis and brand management firm and is based in in Pasadena, California. She speaks regularly at Insights and ESOMAR conferences, and writes for Forbes.com, AdAge, Insights Association, Chief Marketer and the American Marketing Association.Devora Rogers is Chief Strategy Officer at Alter Agents and is based in Los Angeles, California. She works with dozens of global brands including Snapchat, Activision, Nespresso, Bose, Schwab and Fortune Brands, and is a regular public speaker at industry events. She gave a TedX talk on the Future of Shopping and Retail. Table of Contents Chapter - 00: Foreword by Lisa Bodell;Chapter - 00: AcknowledgmentsChapter - 00: List of figures;Chapter - 00: List of tables;Chapter - 01: Redefining the shopper journey for the first time;Chapter - 02: The hidden danger of brand narcissism;Chapter - 03: The age of shopper promiscuity;Chapter - 04: The shopper DIAL;Chapter - 05: Source usage: A new metric for changing shopper behavior;Chapter - 06: Net influence: Revealing the true ROI;Chapter - 07: Other new metrics for guiding decision making;Chapter - 08: Redefining brand tracking;Chapter - 09: Unlocking hidden shopper insights through agile neuroscience;Chapter - 10: The evolution of shopper values;Chapter - 11: The Covid inflection point;Chapter - 12: Strategies for change;Chapter - 13: Index Review "This book is for everyone who wants to understand the psyche of how people are making buying decisions in a rapidly changing world. Rebecca and Devora give you an MBA in a book. It will accelerate your understanding of what works today in influencing shopper decisions, and it will surprise you." * Nadia Bilchik, CNN Editorial Producer and Global Speaker *"Today, consumers have more choices than ever before. If your company wants to keep up (and thrive) in a world transformed by the near-infinite number of online options, read this book." * Dorie Clark, author of The Long Game and Executive Education Faculty, Duke Universitys Fuqua School of Business *"In Influencing Shopper Decisions, Rebecca and Devora have managed to produce a book that is compelling, evidence-based and tells a great story. Its packed with examples, first-hand experiences and fresh thinking about how the internet has so radically changed our shopping attitudes and behaviour ... and all our mindsets, both as consumers and branding professionals. Their narrative includes a large dose of the real world, and why it is so important to recognise the limitations that blinkered brand narcissism causes for brand owners. Real people dont care about your marketing plans. They only care about how you can help their lives. This book makes a great contribution to the sum of brand knowledge." * Rita Clifton CBE, Global Brand Expert; Former Chair of Interbrand; Portfolio Chair, Board Director and Former Vice Chair at Saatchi & Saatchi *"Building on the latest research in agile neuroscience, Influencing Shopper Decisions clearly explains how consumers make choices about what products and services to purchase and how you can use these insights to build a stronger brand and win more customers." * Jeff DeGraff, Professor and co-author of The Innovation Code and The Creative Mindset *"What the industrial revolution did for agriculture, online shopping has done for retail. And it happened so fast. Choices exploded and we could get lost in a sea of products and services. Thankfully, Influencing Shopper Decisions provides insight from two of the foremost experts in the field. The past, the present and the future are laid out beautifully. You will love this book." * Chester Elton, bestselling coauthor of The Carrot Principle, Leading with Gratitude and Anxiety at Work *"If you sell something (and who doesnt?), Rebecca and Devora have studied your category and can help you make sense of the current mindsets of shoppers. From strategies to tactics, these pages are chock-full of actionable ways to reach, serve and delight consumers in our ever-changing world." * Kristi Faulkner, President, WOMENK!ND *"Whether youre a CPG brand marketer, digital media company or small business owner, this book will help you understand the new shopper. I appreciated that it was easy to understand and provided actions businesses could take. Rebecca and Devora coach you through keeping your brand relevant." * Marshall Goldsmith, new member of the Thinkers50 Hall of Fame and the only two-time Thinkers50 #1 Leadership Thinker in the World *"If you are serious about customer experience, then read this book to get inside your customers head and understand how they truly think about making a purchase. When you understand how a customer buys, you can develop a better CX strategy to elevate your business and brand." * Shane Green, CX Consultant and author of Culture Hacker *"First and foremost, you must know what your customers want and expect. This is the guide to understanding how your customers think, how they buy and what influences them. Read this before your competition does." * Shep Hyken, Customer Experience Expert and Author of Ill Be Back: How to Get Customers to Come Back Again & Again *"Online shopping has stripped away loyalty and brand fidelity. Influencing Shopper Decisions provides the most updated shopper journey insights today. It exposes all of us for the kind of shoppers weve become and how weve screwed with corporate marketing mentalities." * Charlene Li, New York Times Bestselling Author of The Disruption Mindset; founder of Altimeter *"In Influencing Shopper Decisions, Brooks and Rogers blow the roof off traditional, narcissistic brand standards and research methods. Now is the time to think like a Mindful Marketer and DIAL into your buyers true beliefs and values. Want to be a modern, mindful marketer? Follow their lead." * Lisa Nirell, Author, CMO Whisperer, 100 Coaches Member and Livestream Host *"Researchers Rebecca Brooks and Devora Rogers bring an unparalleled understanding of the shopper mindset and the keys to unlocking it. No matter what kind of business professional you are, you must read this book to stay current with the market. Nobody explains the nature of the new shopper, and how to reach them, like these two experts do." * Peter Shankman, Bestselling Author of Faster Than Normal: Unlocking the Gifts of the ADHD Brain and Zombie Loyalists: Using Great Service to Create Rabid Fans * Review Quote "Whether youre a CPG brand marketer, digital media company, or small business owner, this book will help you understand the new shopper. I appreciated that it was easy to understand and provided actions businesses could take. Rebecca and Devora coach you through keeping your brand relevant." Promotional "Headline" Explains the difference between the consumer and the shopper mindset Feature * Explains the difference between the consumer and the shopper mindset; * Provides the most updated shopper journey insights based on the research which informed Googles Zero Moment of Truth; * Reveals the new shopper journey and the most influential points for brands along that journey; * Features case studies from well-known companies such as Google, Snap and Activision; * Outlines specific strategies for brands to help move from brand promotion to shopper empowerment Details ISBN1398603619 Author Devora Rogers Short Title Influencing Shopper Decisions Language English Year 2022 ISBN-10 1398603619 ISBN-13 9781398603615 Format Paperback Subtitle Unleash the Power of Your Brand to Win Customers Publisher Kogan Page Ltd Publication Date 2022-04-03 Imprint Kogan Page Ltd Place of Publication London Country of Publication United Kingdom AU Release Date 2022-04-03 NZ Release Date 2022-04-03 UK Release Date 2022-04-03 Pages 208 Alternative 9781398603639 DEWEY 658.8 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. 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Format: Paperback
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Author: Rebecca Brooks, Devora Rogers
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Book Title: Influencing Shopper Decisions
