News Release - December 2012


YOU’VE HEARD HIM SPEAK, YOU’VE READ HIS ARTICLES.

NOW GET THE BOOK!


Dr Hugh Phillips is a top international expert in the psychology of shopping. He is a sought after conference speaker, author and a consultant to top CPG’s and retailers. He gives a radically new and practical dimension to instore marketing based on solid scientific psychology.


His new book “The Cognitive Psychology of Shopping and In-store Marketing” outlines how we process visual communications in-store and how this can be translated into effective in-store strategies.  As such, it serves three key needs:


-First and foremost it is a ‘how to’ book. The objective is to give professionals highly practical guidance that they can use in their careers immediately. That is solving those routine but critically important questions such as where to place products in-store, how to lay out a shelf set, design a pack or display, locate displays in-store and so on.


-The second is that it provides a comprehensive foundation for current practice. The theories set out in this book have been presented at numerous conferences and training sessions. Practitioners inevitably concur with the conclusions, the ‘what to do’.  However, what those practitioners also say is that the book explains the rationale behind the conclusions, the why behind the what in the ‘what to do’.

 

The Cognitive Psychology of Shopping and in-store Marketing

by Dr Hugh Phillips, PHD

-The final element is that because the theories contained in the book are based on well established scientific principles, it delivers a compressive and integrated view of shopper psychology and in-store marketing. Very often when we change some element of the in-store mix, we destabilise some other element and, therefore, the effect is counterproductive.   By probing the underlying theory, the book offers a comprehensive overview of the dynamics of shopping. Thus, we see the store as an operating whole rather than a series of isolated incidents.


Dr Phillips is not just an eminent theorist but a highly respected practical instore marketing practitioner. Therefore, he has written a "how to" book - how to design displays, planograms, packs and stores to maximise shopperability and profit. It serves three key needs; to provide:

• Professionals with highly practical guidance that they can use in their careers immediately: his principles are simple, straightforward and really work!

• A scientific understanding of current best practice: why it works!

• A comprehensive overview of the psychological dynamics of shopping. It makes you see the store as an operating whole rather than a series of isolated incidents.

The book is available from all major ebook retailers worldwide.

At around $10 or € 7.5, it is so competitively priced, you MUST have it. 


Forward by Richard Winter, President of POPAI, The Global Association for Marketing at Retail

Get a sample here.

iBook Stores,  Kindle Stores and Kobo Store

ISBN-978-2-923966-22-9

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