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Also from Herb Sorensen, Ph.D....

Braintrust Resource

TNS Global Retail & Shopper Practice
Selling Like Amazon... ...in Bricks & Mortar Stores!
Whitepaper (pdf)

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[Image of: Herb Sorensen, Ph.D.]

Herb Sorensen, Ph.D.

Scientific Advisor TNS Global Retail & Shopper
Shopper Scientist LLC

Walmart vs. Apple on a technology issue? The problem is that Walmart has already invested heavily in their own payment system. No easy resolution, but Walmart loses.

...

It is a large number of shoppers, and "local" should be used to "spice" the store—single selections here and there. Not as extensive, but managed more like private label. Accept that some retailers have gone WAY overboard on private label. Keep these things as "spice" and do not overwhelm...

The Apple Watch is a MAJOR step toward the elimination of checkout "as we know it." It will be most valuable where checkout is the greatest inconvenience and frustration for the shopper—and that's a LOT of places, for a LOT of people.

Unless they have screwed up in the design—I...

Apple Pay will likely pay off big time. It may begin at the checkout, but the checkout is the worst part of shopping, and not just because of payment. Paying as you put products in your shopping cart or bag, and leaving the store is the way of the...

There is not much true shopper science in the world, you know, actually observing and measuring shoppers' behaviors. The best way to understand shoppers is to look through their own eyes (eye-tracking) not listening to their tongues, which are poorly connected to their actions. See: From Opportunity to...

Is Amazon a threat to Google's ad dollars? Yes! Next question.

Seriously the digital world is knit together in ways not apparent to the casual observer. Putting humans at the center of the universe is helpful as an organizing principle—for humans! You can't go far in this direction before realizing...

We discussed yesterday the importance of the distinction between the two classes of merchandise, "Surprise/Delight/NOW!" and "Routine/Autopilot/(Frustrating)." Merchandising of stores need to be bifurcated, conceptually if not physically, in this direction.

That second category is the natural province of online, which is prepared to deliver massive long-tail merchandise FAR more...

The holiday season is the largest shopping season of the year, so "hitting the ball out of the park" at this time of year proves the winning game for the whole year.

Whether consciously or not, shoppers are seeking efficiency in their shopping experience, and NO ONE is more efficient...

As I've been saying for some time now, "As long as people live in brick-and-mortar houses, they will be shopping in brick-and-mortar stores." Those "new" stores are what I refer to as "surprise/delight/now." That function is already served in existing stores—with or without online ordering—but all three functions; surprise,...

The bottom line is that TV is STILL probably the best media buy, for several reasons. First, no true media company sells a delivery of sales. Media companies deliver YOUR advertising to an audience, of a measurable size and exposure time. It's insane for a media company to talk...

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