Photo: C. de Psiquiatra (flickr.com)
ABSTRACT
Before coming up with a solution, we’ve first got to know what we’re dealing with. To begin with, if we’re talking about ‘crisis’, we should do so in the plural. Otherwise, a wrong diagnosis will lead to ineffective decision-making.
To address the crises, we encounter a good ally in the direct [...]
Entries Tagged as 'compra impulsiva'
CRISIS, WHAT CRISIS?_Confronting the situation through neuroscience and direct marketing
11 December 2009 · No Comments
Tags: EER · FIR · compra impulsiva · empresa en retailing · experiencia de compra · firm in retailing · impulse purchase · innovación · innovation · marketing · neurociencia · neuroscience · retail · retail innovation · retailing · shopping experience
THE MILK AT THE BACK OF THE STORE_A review of certain merchandising techniques
14 October 2009 · 1 Comment
Photo: David Naylor (flickr.com)
ABSTRACT
When stores want to increase their sales or profit margins, they generally use textbook merchandising techniques.
But oftentimes, these techniques do not address the ultimate goal of a retail company: to become the customers’ long-term preferred option. Because if customers don’t come back, no technique will do any good: the shopping trolleys will [...]
Tags: Aqui é · EER · FIR · buying · compra · compra impulsiva · cross-selling · empresa en retailing · engine products · experiencia de compra · firm in retailing · impulse purchase · margen bruto · merchandising · product · producto · productos locomotora · profit margin · retail · retail innovation · retailing · shopping experience · up-selling
