Book Review: Shopper Marketing – How to Increase Purchase Decisions at the Point of Sale, Edited by Markus Stahlberg and Ville Maila

From a neuromarketing standpoint, the point of sale is a potent place to make a branding impression. One has the customer in the retail environment, the product in hand, any point of sale material in plain view, and so on. The experience can be further enhanced by video, scent, even human interaction. Compared to other forms of conveying a product or brand message, the concept of “shopper marketing” is inherently appealing. […]