Name: Assortment and Merchandising Strategy: Building a Retail Plan to Improve Shopper Experience (en Inglés)
Price: 139607.00 COP
Availability: InStock
Author: Berkhout, Constant
ISBN: 9783030111625

portada Assortment and Merchandising Strategy: Building a Retail Plan to Improve Shopper Experience (en Inglés)

Assortment and Merchandising Strategy: Building a Retail Plan to Improve Shopper Experience (en Inglés)

Formato

Libro Físico

Autor

Constant Berkhout

Editorial

Palgrave MacMillan

Año

2019

Idioma

Inglés

N° páginas

224

Encuadernación

Tapa Dura

Dimensiones

23.6 x 16.3 x 1.8 cm

Peso

0.50 kg.

ISBN13

9783030111625

N° edición

Categorías

Microeconomía
Gestión y técnicas de gestión
Ventas y marketing

Assortment and Merchandising Strategy: Building a Retail Plan to Improve Shopper Experience (en Inglés)

Constant Berkhout (Autor) · Palgrave MacMillan · Tapa Dura

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Reseña del libro "Assortment and Merchandising Strategy: Building a Retail Plan to Improve Shopper Experience (en Inglés)"

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.