Retail marketing: practices and research. Nordfalt J.

Usually, the buyer is familiar with only one percent of the total variety of goods and brands presented in the store. But with the help of simple visual techniques, you can attract the attention of the consumer to one or another product and influence how they will be perceived by them. However, having such an impact on buyers, the retailer should act with great caution, well understanding how the rules of visual perception work.

“Retail-marketing” contains a detailed review of retail marketing research conducted over the past 40 years. This book describes the model of the adoption by buyers of retail solutions, confirmed by many experiments and field research. The author shows how, based on it, to properly manage the assortment and prices, as well as create an encouraging purchase in the store.

The task of this book is to make up for existing knowledge gaps and challenge many of the industry truths that retailers love to rely on, but which are based no more than hearing. Retail Marketing is ideal for those who work in the field of retail trade or study the art of commerce and retail in higher educational institutions.