Rick DeHerder - Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success (Pearson Custom Business Resources)

Retailers have long had an advantage influencing the customer experience, and today the advantage grows with improved access to individual customer data. Shopper Intimacy is a wonderful book to help brands and retailers understand how to excel in engaging and winning consumers and increasing sales.

Tom Collinger , Associate Dean,
Medill School at Northwestern University, and Department Chair,
Integrated Marketing Communications

With the evolving channel landscape continuing to get more complex, Rick DeHerder and Dick Blatt make an incredible drive to organize both a practical guide to shopper marketing while providing new quantitative insights, approaches, and tools to effectively define shopper marketing ROI versus a soft, qualitative approach. Having spent half my career in the shopper marketing world, not only do DeHerder and Blatt have the global depth and experience in the industry, but they also have highly tuned analytical minds that drive a unique curiosity to get at what is the best method to apply new, actionable metrics to the shopper experience. I highly recommend this book.

Bill Kolb , President and Chief Operating Officer,
MRM Worldwide

Think globalact local. The authors are real global players and the top experts in retail marketing. Use their experience and insights for your success in store. Transfer global insights into local results.

Bert Ohnemueller , Managing Director, Neuromerchandising
Group, Europe, and Past Chairman, POPAI Europe

This book is an excellent contribution to build more skilled, intelligent, and useful marketing at retail.

Rafael Sampaio , Executive Vice-President, Association of
Brazilian Advertisers, Executive Committee Member,
World Federation of Advertisers,
and Founder Member, POPAI Brazil

Two scarred, but well-decorated veterans deconstruct in-store marketing. Rick DeHerder and Dick Blatt give us a tour of where the rubber meets the road in modern consumption. Comprehensive, exhaustive, and complete, this is a volume for both marketer and merchant.

Paco Underhill , Founder, CEO, and President,
Envirosell and Author of What Women Want, Why We Buy , and
Call of the Mall

Enhancing our in-store environment with relevant products, promotions, and innovations will win shopper loyalty. That loyalty will drive more shoppers, greater baskets, and more trips, leading to incremental revenue and market share for Walgreens. Shopper Intimacy is a fantastic resource for time-poor marketing professionals seeking insights, interpretations, and implications of the vast library of research and studies in the field of in-store marketing. Additionally, this guide will help us make better decisions on our marketing spending by providing a structured approach and the necessary metrics for calculating a return on that spend.

Don Whetsone , Senior Director of Merchandising Strategy and
Development, Walgreens

A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success

Rick DeHerder and Dick Blatt

2011 by Pearson Education, Inc.
Publishing as FT Press
Upper Saddle River, New Jersey 07458

FT Press offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales, 1-800-382-3419, .

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Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America

ISBN-10: 0-13-707543-X
ISBN-13: 978-0-13-707543-0

First Printing September 2010

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To Sharon and Sue

Our book is based on the unique perspectives we gained from experience in the nonprofit world, where you can see firsthand how an entire industry functions and how various companies approach their business differently, and from the for-profit world, with direct experience in multiple shareholder settingsretail, brand, and supply side.

We are indebted to the work with our colleagues at POPAIThe Global Association for Marketing at Retail, whose preliminary studies of our industry informed some of our judgments and, at the same time, made clear the need for this book. We especially acknowledge the POPAI Board of Directors who recognized and acted upon the need for much more research for the medium over a decade ago.

It has been our good fortune to have met and worked with many of the most thoughtful and creative leaders in our industrybrilliant advertising executives, academics, and industry consultants, whose collective work has shaped the thinking of our industry. We cite them throughout this book to give them full credit for their hard work and innovative thinking.

We add a word of thanks to our friend Jim Spaeth of Sequent Partners, who through the years has always been available to provide insight into industry research and solid strategic guidance. And also a word of thanks to Ralph Oman, former head of the U.S. Copyright Office and now at George Washington University School of Law, for his review and guidance on the appropriate citing of the many sources of information shared in the book.

We would also like to recognize the contributions of the primary researchers for much of the field work, including Doug Adams of Prime Consulting, Inc., Martin Kingdon of Sheridan Global Consulting, and the team at Nielsen In Store.

Lastly, we are both indebted to our wives, Sharon and Sue, who have patiently tolerated our world travels as we built a wealth of experience in, knowledge of, and insight into the marketing at retail industry. We endeavor to share that knowledge with you here and hope you find it useful.

Rick DeHerder
Dick Blatt

The authors have a deep involvement in the industry with complementary backgrounds. They collaborated to lead a great deal of the primary industry research and together have worked with the leaders of every industry segment. They are uniquely positioned to use their familiarity with the industry and the research to apply their personal experience to create a comprehensive review of marketing at retail with a guide for driving retail success.