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

Braintrust Resource

TNS Global Retail & Shopper Practice
Selling Like Amazon... ...in Bricks & Mortar Stores!
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[Image of: Herb Sorensen, Ph.D.]

Herb Sorensen, Ph.D.

Scientific Advisor TNS Global Retail & Shopper
Shopper Scientist LLC

Personally, I don't think retailers have a discount monkey on their backs—they've got it in their heads. And it comes from several sources:

1. They are not salesmen, but merchant warehousemen, to whom shopping is all about the price.

2. They believe that shoppers are as obsessed about prices as they...

There is another HUGE factor I have not yet seen exploited effectively. BOPIS is Buy Online-Pickup IN-STORE!!! This is the perfect opportunity for add-on sales, but you shouldn't just hope that it happens. Everything on the pickup scene should be built with a smooth transition to grab and go...

Given the data, attributing everything to "price" is almost certainly erroneous—and VERY COSTLY. Not reviewing everything here, but simply pointing out that our own research has confirmed Glen Terbeek's long ago finding. Marking down the price on a PROMOTIONAL display was unnoticed by half the people actually purchasing...

"Change one's approach from viewing the customer as an obstacle to be overcome in the pursuit of acquiring a sale to one of collaborating with the customer to achieve an outcome or objective"

That pretty well summarizes selling. I could write a book on it. Come to think of it,...

We have been using Bluetooth beacons to "listen" to shopper MAC identity and location since 2010, and have integrated what we have "heard" into important understanding of the shopper crowd—not individuals. The point here is to NOT join the cacophony of SHOUTING being done by stores, by hordes of...

The discussions of the Apple Watch fail to give adequate attention to the fact that it is an actual extension of the iPhone family. This means that it is a connection to the full power of the computing cloud that "knows everything" and at the same time, knows you,...

After citing considerable statistics that mobile is overhyped, the author concludes that it is not. This reasoning has led to many hundreds of millions (made up statistic) on developing mobile "apps" for retail. I myself was a strong supporter of mobile, up until a few years ago when I...

Shoppers can sense, but do not understand, why stores do not more directly address their needs. Unfortunately, many people "in the business" don't fully understand this either. 100 years ago when self-service swept the world, massive benefits accrued by operating supermarkets as warehouses where shoppers came and did their...

I personally prefer AmEx over debit but this will probably not affect my use of Costco.

...

BOPIS (buy-online pickup in-store) is CRUCIAL for brick-and-mortar retailers because regardless of its particular effectiveness, it DOES drive in-store traffic. The key here is to provide surprise/delight shopping when the shopper makes their pickup IN-STORE! Of course, grab the order and go is not bad, but the convenience of...

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