OPEN WALLETS by Dr Stephen Saunders

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This book is for retailers who want to grow sales and profits through a deeper understanding of their customers. It uses the psychology of shopping to highlight those practical things retailers can change to trigger positive changes in shopper behaviour along their 'path to purchase'.
Dr Stephen Saunders has developed the principles outlined in this book based on a combination of academic studies of consumer behaviour and more than 25 years spent in retail both as a retailer and a consultant. Having run retail businesses, he appreciates why and how retailers want to influence their top line sales.
It has been written with the capital-constrained retailer in mind - those things which can be changed without a significant capital investment. The examples show have been chosen to illustrate a particular point. These have mainly been sourced from Australia and to a degree from New Zealand. Not all of these businesses are still in the same form or indeed trading.
The style of this book is unashamedly visual, as in his opinion, a retail store is that visual space where the shopper experiences the 'atmospheric' interaction or 'chemistry' between space, product, promotional cues and sales staff.
So, this book is about how to experience your store through the eyes, ears and other senses of your shopper, and how to more intelligently market your store to achieve growing sales.

Contents include:

Signage
Frontage
Windows
Promotion
Layout
Navigation
Lighting
Display
Pricing
Product
The Senses
Service
Final Words

I highly recommend this book. It is a great visual reference book for all retailers - with Australian specific examples. There is nothing else out there in the market place like this book. Every small - medium retailer needs a copy! (Debra Templar..Oct 2009)

OPEN WALLETS by Dr Stephen Saunders

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