Overview
Catching the Chameleon is the story of how, every day, retailers fail to grasp opportunities for sales, because they misunderstand customers' constantly changing chameleon-like needs. Juggling sales data, market information, stock control and staff, retailers act like managers and forget to think and act like customers. A straightforward and personal insight into real behaviour, Catching the Chameleon explains what the world is like according to customers, identifies the barriers that retailers unknowingly raise and shows you how to remove them. Catching the Chameleon includes an unique account of 'customer journeys', a method of understanding customers which traditional market research cannot reveal.
Full Product Details
Author: Lynn Allison
Publisher: Rethink Press
Imprint: Ecademy Press
Dimensions:
Width: 14.00cm
, Height: 0.80cm
, Length: 21.60cm
Weight: 0.186kg
ISBN: 9781905823994
ISBN 10: 1905823991
Pages: 152
Publication Date: 02 March 2011
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Paperback
Publisher's Status: Out of Print
Availability: Out of print, replaced by POD 
We will order this item for you from a manufatured on demand supplier.
Table of Contents
"Introduction 1. Go on, make me buy something 2. Now you see it, now you don't 3. What the world is like for customers 4. Why people shop, or, ""It's blooming obvious why people shop - because they need something, right?"" 5. Why people buy, or, ""it's blooming obvious why people buy - because they need something, right?"", or, ""didn't we cover this in the last chapter?"" 6. It's criteria, stupid 7. All the information you need is already there 8. Here's my money. Go on, take it 9. You are making them work far too hard to find what they want 10. Joined-up thinking 11. Why being upside down upsets your customers 12. Making it happen Endnotes About the Author"
Reviews
A fascinating insight into the mind of the retail customer which will completely transform your thinking around ways you can maximise your sales.A Rachel Elnaugh, Award-Winning Entrepreneur A great book - addresses the need to focus on customer behaviourA Di Tunney, The Best Organisation This book serves in a no-nonsense way to concentrate the mind of the retailer on their customers' needs. It gives great examples where retailers think they have met these needs through being very product focused and yet have missed the motivation and criteria of their customers.A John Mettrick, Retail butcher of the year Inspiring, with a very personal touch.A Shirley Johnson, retailer
Author Information
Lynn Allison has worked in the marketing profession since 1985. In 2005 she was elected as a Fellow to the Chartered Institute of Marketing, an honour given to only 40 women worldwide that year. In 2009, Lynn became a Chartered Marketer and continues to work in the business-to-business sector specialising in effective communications. Lynn lives in Derbyshire with her husband and two children.
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