Using Semiotics in Retail: Leverage Consumer Insight to Engage Shoppers and Boost Sales

ISBN-13: 9781398603820 / Angielski / Miękka / 2022 / 296 str.

Rachel Lawes

Opis

Boost sales, increase brand recognition and create engaging shopper experiences with this practical guide to applying semiotic insights to both online and in-store retail.

Recenzje

"An essential guide for retailers and marketers looking to leverage the competitive advantage that comes from gaining a deeper understanding of customers and how they see your brand. Rachel Lawes provides some great insights, backed up by examples from her work with brands from across the globe and provides a toolkit that allows you to apply the principles to your role right away." Gareth Lloyd, Head of Marketing, Pricing, Morrison Supermarkets

Spis treści

• Section - PART ONE: Case studies - semiotics in real-world retail;
• • Chapter - 01: Semiotics will change your career in retail or retail marketing;
  • Chapter - 02: How Unilever uses semiotics;
• Section - PART TWO: The present day;
• • Chapter - 03: Desire;
  • Chapter - 04: 'Premium, natural, sensational!' How to create meaning;
  • Chapter - 05: Shopper needs and behaviour;
  • Chapter - 06: Shopping and identity;
• Section - PART THREE: The future;
• • Chapter - 07: The future of business;
  • Chapter - 08: The future of consumers;
  • Chapter - 09: The future of retail;
  • Chapter - 10: The future of everything;
• Section - PART FOUR: You can do semiotics - tools for retailers;
• • Chapter - 11: Fast answers to everyday questions;
  • Chapter - 12: Tools for thinking - how to generate ideas using semiotics;
  • Chapter - 13: Acknowledgements;

O autorze

Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. Based in London, UK, she is a Fellow of the Market Research Society, and for 15 years has convened its Advanced Qualitative Methods Masterclass. She supplies brand and marketing strategy to businesses such as Unilever, P&G, Kraft, Nike and Diageo, as well as clients in specialized sectors such as pharmaceuticals and finance. A regular international conference speaker, she is the author of Using Semiotics in Marketing, also published by Kogan Page.