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Thursday, December 30, 2010

Shopper Intimacy Reviewed

I thought my retail subscribers would want to know about a new book Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success by Richard de Herder and Richard Blatt. It espouses a success tactic I've long felt was paramount; I just haven't used the same term to describe it. That is, of course, "Intimacy." Call it personal contact. Without it, you can not understand what motivates your customer. It is the one aspect of doing business that each retailer can offer that is unique to his or her business, the one edge or she has over those in competition.

Here is a quote from the authors: "Today, although more attention than ever is focused on understanding what motivates the shopper, the conversation revolves around shopper insights. We suggest that having insights into your shoppers' buying habits is not enough.  For true success you need intimacy---understanding what our shopper does and s going to do in this shopping environment and why."

Carolyn Howard-Johnson's FRUGAL book for retailers is A Retailer’s Guide to Frugal In-Store Promotions: How To Increase Profits and Spit in the Eyes of Economic Downturns with Thrifty Events and Sales Techniques launched at the National Stationery Show at Javits Center. Because she is the author of the multi award-winning how-to books for writers,The Frugal Book Promoter: How To Do What Your Publisher Won't and The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success, retailers will also find essentials of writing for blogs, Web sites, and newsletters on this blog. She is the author of an award-winning novel, This Is the Place; and other fiction and poetry. She blogs on better writing at The Frugal, Smart and Tuned-In Editor blog. Find her tweeting for retailers at @frugalretailing . If your followers at Twitter would benefit from this blog post, please use this little green widget to let them know about it:

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