Soundview Executive Book Summaries

Your Cart’s Predetermined Path

I hope everyone had a safe and enjoyable Memorial Day weekend. Before we go any farther, I wanted to take a moment to personally thank the men and women of the U.S. Armed Forces who defend our nation at home and overseas. Memorial Day helps us remember those who paid the ultimate price to preserve the freedom we enjoy on a daily basis. Thank you, all!

So, what did you do with your weekend? If you’re like a lot of Americans, you probably headed for a little outdoor activity, whether at the beach or a barbecue. Based on the traffic at my local grocery store over the weekend, it seems like the better part of the tri-state area was roaming the aisles and filling a cart or two. An outside observer might conclude that shopping is a mindless routine for many people. Shoppers cruise the aisles on autopilot and occasionally stick out an arm to knock rolls of paper towels and hamburger  rolls into their carts.

The truth is that we put a lot of thought into what we buy, and this thought process has generated an entire study of how we make those buying decisions. I was reading an interesting press release today that appeared in the MarketWatch section of The Wall Street Journal‘s Web site. It’s promoting the U.S. debut of the book Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale. If you look closely at the text, you’ll see that the release mentions that Shopper Marketing has been selected by Soundview to be summarized. Great news! That summary is now available by clicking here. The summary is a great read and will help marketers better understand the mind of the shopper, a mind that, according to the book, can occasionally appear illogical.

In addition, subscribers to Soundview get the added bonus of an audio interview with the co-editor of Shopper Marketing, Markus Stahlberg. Download the interview to hear Stahlberg discuss the changes in shopper marketing and the common (but costly) mistake businesses make when trying to connect with shoppers.

This is one summary that should definitely find its way into your cart!


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