- Reveals how to create effective retail marketing to increase sales and engagement by applying semiotic insights
- Equips retailers of all sizes with a practical toolkit to be implemented both online and in bricks and mortar stores
- Explains how to modify shopper behaviour to stimulate unplanned purchases, boost brand recognition and design exciting shopper experiences
- Contains numerous real-world case studies and examples throughout from brands including Unilever, Selfridges and Waitrose
- Online resources: interactive checklists and templates
Using Semiotics in Retail
Leverage Consumer Insight to Engage Shoppers and Boost Sales
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.
Key features at a glance
EAN: 9781398603820
Edition: 1
Published:
Format: 235x157
296 pages
About the book
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.
About the authors
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.
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.
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