The answers to that question are detailed in a new book, Starting with the Shopper: Research Insights for Winning at Retail, by retail and retail packaging expert, Scott Young.
Young is president of Perception Research Services, the global leader in packaging and shopper research. PRS conducts more than 800 research studies each year to help companies understand shoppers, create effective packaging, and win at retail. PRS pioneered the use of eye-tracking technology in shopper research and the company remains a thought leader and innovator in its field. In addition to its US headquarters in Teaneck, New Jersey, PRS has offices in Chicago , London , Geneva , Rome , Singapore and Shanghai.
Young is also a contributor to publications such as Brand Packaging, Quirk's Marketing Research Review, Design Management Journal, and Shopper Marketing. And he is a regular speaker at marketing research and design conferences and a guest lecturer at universities, Wharton and Notre Dame.
The book is a compilation of new insights, case studies and "lessons learned" from thousands of PRS studies. Its pages contain the keys to knowing what works in-store, in-home and online and understand how best to apply shopper research to drive and measure success.
It contains many actionable insights on key shopper marketing challenges, including:
- Breaking through within cluttered stores and shelves
- Making complex brands easily shop-able
- Developing effective global packaging
- Connecting with shoppers on an emotional level
- Optimising in-store and on-pack messaging
- Facilitating the online shopping experience
The 136 page book includes four-colour illustrations of package labels and shelf arrangements throughout.
Young explained, "Since the release of our last book, Winning at Retail, published back in 2010, a great deal has changed in worlds of shopper marketing and insights. This new book speaks directly to many of these emerging issues, including online shopping, in-store mobile eye-tracking, Retail Labs and connecting with Chinese shoppers, among many other topics. In many ways, it is a reflection of the questions and challenges posed by PRS clients, as well advances in our methodologies and insights."
You can buy Starting with the Shopper: Research Insights for Winning at Retail, online here.
