Using Semiotics in Retail

Leverage Consumer Insight to Engage Shoppers and Boost Sales
1. Auflage 2022
ISBN: 978-1-3986-0382-0
Verlag: Kogan Page

Buch, Englisch, 296 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 670 g

WINNER: Business Book Awards 2023- Sales & Marketing Boosting retail sales is more important than ever. Stand out in a global, digital marketplace, grow customer loyalty and evolve your brand by leveraging the power of semiotics online and in physical stores. Practical, accessible and based on 20 years of global marketing experience, Using Semiotics in Retail shows retailers of all sizes how to upgrade and empower their marketing, today and for the future. Discover step-by-step how to recognise and design for emerging consumer needs and create meaningful shopper experiences. Learn how to surprise and delight consumers, increase engagement and make shopping easier for everyone. It features case studies and examples from Unilever, Freshippo, H&M, Google, Toyota and many more. Using Semiotics in Retail shares game-changing marketing insights in categories such as FMCG, fashion, technology and entertainment, drawn from China, India, Mexico, the US and the UK. The book is supported by online resources that include templates and interactive exercises. Using Semiotics in Retail equips readers with a set of powerful tools which readers can use straight away to create engaging and successful retail marketing.

Autoren/Hrsg.

Lawes, Rachel

Fachgebiete

• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Semiotik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Einzel- und Großhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Geisteswissenschaften Philosophie Semiotik
• Geisteswissenschaften Sprachwissenschaft Sprachwissenschaften Semiotik

Inhaltsverzeichnis

• 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;

Über Autor(innen)

Lawes, Rachel
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.

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.