Harnessing Customers : How to Increase Impulse Shopping in Supermarkets

“In this work, Zeeshan sets out to study the herding effect in supermarket and retail-store settings and the effect of technology to herding. He explores the possibility that an alternative sales model can be used to influence customer impulse purchasing while providing a valuable service to the customers themselves. Customers get to know about the shopping activities of others (in real time) and respond to these activities. Far from being the answer to all questions in the field, this work provides us with just some of the answers but, more importantly, it naturally opens our eyes to the possibilities that the herding theory can offer.”

—Ronaldo Menezes
Associate Professor of Computer Sciences, Florida Institute of Technology

“Mr. Usmani’s “swarm-moves” model appeals to supermarkets because it increases sales without the need to give people discounts. And it gives shoppers the satisfaction of knowing that they bought the “right” product—that is, the one everyone else bought.”

—The Economist

“By calling attention to the interactions between consumers, this work suggests many new, fascinating research questions.”

—Matthew J. Salganik
Assistant Professor, Department of Sociology, Princeton University

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2 Responses to “Harnessing Customers : How to Increase Impulse Shopping in Supermarkets”

  • Anonymous says:
    5.0 out of 5 stars
    The Amazing World of Supermarkets, April 1, 2007
    By 
    Kandeel Zehra (Riverwoods, IL) –

    This review is from: Harnessing Customers : How to Increase Impulse Shopping in Supermarkets (Paperback)

    I like the thesis very much, it shows me the amazing world of supermarkets alongwith the tactics they used to make customers buy more and more on impulse.

    A nice read on the science of Impulse Shopping. 5 stars

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  • Zeeshan-ul-hassan Usmani "Author of Harnessin... says:
    1 of 1 people found the following review helpful
    5.0 out of 5 stars
    From the Author, March 27, 2007
    This review is from: Harnessing Customers : How to Increase Impulse Shopping in Supermarkets (Paperback)

    In today’s supermarket multi-billion dollar industry, impulse shopping accounts for 2 out of 3 purchases. Despite the current situation, most retail stores attempt to benefit from the fact that people are impulsive in nature as a way to maximize their profits. In order to improve on current levels of sales, retail stores and supermarkets need to look at out-of-the-box solutions that may, at first, not appear useful. One such approach is the study of levels of self-organization in people while they are doing their shopping. Harnessing Customers – How to Increase Impulse Shopping in Supermarkets discusses the status-quo of supermarket optimization and leaps into how a supermarket simulation can use real-time information about customer purchases. And apply models inspired in swarm intelligence to empower customers with products’ sales level leading to an increase in impulse purchases.

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