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Assortment and Merchandising Strategy - Building a Retail Plan to Improve Shopper Experience (Hardcover, 1st ed. 2019)
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Assortment and Merchandising Strategy - Building a Retail Plan to Improve Shopper Experience (Hardcover, 1st ed. 2019)
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Demonstrating how retailers can tap into shoppers' needs for
variety without increasing complexity and stress, this innovative
book combines cutting-edge research with hands-on, practical
frameworks. Experts in the retail sector have long been convinced
that small assortments are more appealing to shoppers than large
selections of products; in other words, less is more. However, the
human brain has an innate need for variety. Addressing this
challenge Constant Berkhout offers practical merchandising
guidelines both for stores and online retailers. Indeed, studies
show that it is not the actual size of assortment that drives
traffic to online stores, but the perception of assortment variety.
The author illustrates how decisions around assortment and visual
merchandising must be made in conjunction with each other, rather
than separately, and provides a step-by-step plan to do so.
Grounded on shopper needs, emotions and behaviours that apply to
both online and brick-and-mortar stores, this book integrates
assortment and merchandise thinking and takes a human and shopper
perspective. With practical frameworks that can easily be
implemented in real-life situations along with examples from a
number of retail sectors, Assortment and Merchandising Strategy
provides a deeper and much-needed understanding of how shoppers
process information, and the strategies that retailers must adopt
in order to satisfy and retain their customers.
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