Just published: Think Shopper, the book.

A concise textbook and a how-to guide for marketing students and practitioners.

Back in 2018, I mentioned I was writing a book on shopper marketing. It took longer than expected but I’m happy to announce that it’s now (self)-published.

Think shopper defines what marketing to shoppers is about and introduces a framework to do it well. Illustrated with real-life insights and examples, the book covers the following topics:

Part 1 – What shopper marketing is
• A quick history of the discipline
• The rise of the omnichannel shopper
• A new definition for marketing to shoppers

Part 2 – How to put the shopper into your marketing
• Defining the objective
• Understanding the shopper
• Designing the strategy
• Implementing the plan
• Evaluating the impact

Part 3 – Marketing to shoppers in the new decade
• Four tensions facing marketers
• The sustainability imperative
• Call to action

Think shopper also includes a rich appendix on shoppers, retail stores, and tools as well as a list of my favourite publications, books and websites.

Think shopper. Enduring truths and new rules for marketers in an omnichannel world (full title) is available for purchase on Amazon in ebook and paperback forms. 

P.S.: note I have edited some blog posts to include them in the book, but there is plenty of new and original content.

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Author: ericgmeunier

I'm a shopper and retail marketing consultant. I'm based in Paris, but my scope encompasses multiple markets around the world. After a career in CRM and digital, I started to practice shopper and retail marketing in 2008, running insights and activation projects, working with clients and partners to transform organization and processes, as well as training company teams, colleagues and students. Over the years, I worked with Barilla, Coca-Cola, Colgate-Palmolive, Danone, Mondelez International, Nestlé, Procter & Gamble, Sanofi, and Visa.