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Demonstration of how merchants can buy customers & # 39; need for diversity without increasing complexity and stress, this innovative book combines cutting-edge research with practical, hands-on frameworks.
Experts in the retail sector have long believed that a small range is more appealing to customers than a large selection of products; in other words, less is more. However, the human brain has an inherent need for diversity.
Addressing this challenge, Constant Berkhout offers practical guidelines for commerce, both for stores and online retailers. Indeed, studies show that the actual size of an assortment does not drive traffic toward online stores, but the perception of assortment diversity. The author illustrates how decisions about assortment and visual commerce should be made together, not separately, and provides a step-by-step plan to achieve this.
Based on customer needs, emotions and behaviors that apply to both online and brick-and-mortar stores, this book integrates thinking about assortment and merchandise and takes the perspective of people and customers. With practical frameworks that can be easily implemented in real-world situations, with examples from numerous retail sectors, Assortment and trade strategy provides a deeper and much-needed understanding of how customers process the information and strategies that marketers must adopt to satisfy and retain their customers.