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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

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...

Yes, this should work when only one or a few players are using it. NO, it will NOT work when it joins the insane cacophony of shouting at the shoppers, common to many stores. In other words, any thing that is "few, and well chosen," can be intelligent communication....

A handheld device is vastly inferior to an on-cart screen/device. But neither address the "real" problem in-store: store design. Jeff Bezos will KILL your rat-maze stores, by and by, unless Costco, or some other player, beats him to it. Solving the "rat maze" with a device is a poor...

This whole report sounds as phony as a $3 bill to me. I read the stories and clicked down to a half dozen links, and the only info on how the "study" was conducted is reference to "the survey." In today's world, one can presumably assume that "the survey"...

The "parked capital" problem will now dominate brick-and-mortar retail for some years. A typical shopper only shops about 10 percent of a Walmart Supercenter, leaving 90 percent of that capital "parked" as far as that shopper is concerned. That includes both the real estate and the inventory resting quietly,...

Walmart, already a large e-tailer, is seriously leveraging its show rooming capabilities while making deliveries at its bricks stores.

The Convergence of online, mobile and brick-and-mortar (COMB) retail that I have been speaking about for several years is well under way. And NO, it is not about how brick-and-mortar...

Dairy products, particularly milk, are "fresh" in a way that a major national brand from far away has a hard time evoking. It is interesting that Coca-Cola made a serious inroad with Simply Fresh by burying the Coca-Cola source, masterful messaging and a GREAT product in superb, quality packaging....

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