Inside the Mind of the Shopper

In his new book, Herb Sorensen challenges the conventional wisdom of retailers and brands who don't understand how shoppers actually buy. A few highlights:

• Sell more by promoting a select group of products, rather than frustrating them with too many choices.
• Merchandise for the "quick trips," which comprise most shopping trips and a third of total dollar sales.
• Understand the buying hot spots, reach more shoppers and sell more items.

These essays are a continuation of the work of a good friend and colleague, Bob Stevens. Bob, a researcher for Procter & Gamble for over 40 years, was a pioneer in in-store research and inspired much of my work. His original essays can be found at Views from the Hills of Kentucky.