Product Description

Take a Tour Through the Mind of a Shopper

"What's my test of a book I've been asked to review? Pure selfishness. How intense are the underlinings? How many quotes can I add to my presentations? How often are the things I believe 'for sure' effectively challenged? Phil Lempert's Being the Shopper is off the charts on all three counts. And not-so-incidentally, though Phil is a 'supermarket guru,' this book will inform anyone who markets anything."
-- Tom Peters, coauthor, In Search of Excellence

"Being the Shopper is gourmet reading . . . a delicious and healthy resource for the smart shopper and forward-thinking marketer. Set your taste buds for Lempert's cutting-edge insights and pragmatic advice on the one experience we all share!"
-- Chip Bell, author, Customer Love and Customers as Partners

"Phil Lempert convinces me I'm something called a consumer. It seems I'm obtuse, savvy, sensual, and picky-- and that my dynamics and demographics are constantly changing. So if you want me to buy something, you ought to try and understand me. reading Being the Shopper seems (to me) a real good place to start."
-- Barry Gibbons, former Chairman/CEO of Burger King
author and entrepreneur

"Rarely do you come across a book that's as meaningful to students and 25-year marketers alike. Being the Shopper delivers to both audiences by enlightening the reader on how to approach critical issues if you want to succeed in today's incredibly demanding environment. It's easy to talk about listening to the voice of your customer, but Mr. Lempert provides a refreshing guide as to how you really can do it."
-- Brian Perkins, Worldwide Chairman, Consumer Pharmaceuticals and Nutritionals Group, Johnson & Johnson

"Is there anything more American than choice? We expect it, we demand it, we revel in it. Phil Lempert understands what your customers really want, and how you can help them find it."
-- Steve Rivkin, President, Rivkin & Associates
coauthor, IdeaWise and Differentiate or Die

Product Details

• Amazon Sales Rank: #1200100 in Books
• Published on: 2002-05-28
• Original language: English
• Dimensions: .92" h x 6.22" w x 9.34" l, 1.14 pounds
• Binding: Hardcover
• 245 pages

Review
" a fantastically interesting, insightful read from a consumer perspective-and there are valuable lessons to be learnt for any retailer " (CWB ( Childrenswear buyer), November 2002)

Book Info
Reveals the subtle and important things that motivate consumers to buy. Lempert examines every aspect of shopper behavior to help you think like a consumer when creating selling strategies. A must-read for every management team.

From the Inside Flap
"Phil Lempert’s Being the Shopper may have been written for the benefit of marketers, but it also helps consumers understand why we buy what we buy. I, for one, will save money at the market as a result."
–– Jean Chatzky, Editor at Large
Money magazine

Being the Shopper reveals the subtle and important things that motivate consumers to buy. Supermarket Guru® Phil Lempert examines every aspect of shopper behavior to help you think like a consumer when creating selling stratagies.

In Being the Shopper, Lempert trails consumers as they shop, examining every detail of the retail experience, with a focus on effective ways to manipulate the customer’s visceral, emotional, and intellectual reaction to a product. He offers in-depth analysis of influential techniques such as in-store sampling, special pricing, packaging, and shelf positioning, giving readers unparalleled access to the inner thoughts of today’s shopper. Listen to customers’ real voices –– culled from Lempert’s research and the Supermarketguru.com consumer panel–– as they make purchasing decisions. Watch how shoppers react to marketing campaigns, and discover new ways to raise the appeal and name recognition of brands.

• Understand how your product appeals (or doesn’t) to real shoppers
• Hear actual accounts of the reasons shoppers choose some products over others
• Inspire loyalty with better, more noticeable brand campaigns
• Understand exactly what your customers want

"Part Four, Shopper’s Sense-abilities, is a must-read for every management team. One of the best eye-openers to help your key people understand what the customer really sees, feels, and smells on a supermarket trip that I have ever read."
–– Tim Hammonds, President and CEO
Food Marketing Institute