For Retailers and Product Marketers that Depend Upon Retailers...                                              

Danziger's Latest Book, Shopping, Is Filled with Creative Ideas to Boost
Retailers' Sales 

  Retailers are challenged to compete in today's hyper-competitive shoppers' market -  Danziger's new book was written to help 

April 2, 2007  Stevens, PA - The retail market is growing fast and getting more competitive every day.  Retail sales rose 7.2 percent in 2006 to reach $3.027 trillion for all retail establishments (excluding car dealers and automotive parts retailers), according to statistics compiled by the Census Department.  But while this growth is great for the economy, it presents a host of challenges for retailers and product marketers.

"That kind of industry growth makes for a hyper-competitive environment in retail today," says Pam Danziger consumer insights expert and author of the new book Shopping:  Why We Love It and How Retailers Can Create the Ultimate Customer Experience.  "Retailers large and small are challenged because of the explosion of new shopping alternatives. No longer are retailers in competition solely with the store around the corner; thanks to the power of the internet, they must compete with stores across the country, as well as those located only in cyberspace.

"Retailers need inspiring ideas to make their shops ‘pop' so that customers are drawn to their stores as a destination and excited about shopping there.  My new book Shopping gives retailers a step-by-step guide to transform their store from an ordinary shopping experience to one that is extraordinary - in other words, how to become a ‘shop that pops!'," Danziger says.

Supported by the in-depth consumer research for which Danziger is known, Shopping profiles extraordinary retailers who have overcome obstacles to succeed, such as:

• Nell Hill's, in Atchison, Kansas, a thriving home furnishings store that has become a destination for a clientele so loyal that 90 percent of its customers drive over an hour to shop. Product moves in and out of Nell Hill's so fast that customers know if they don't buy it now, they won't get a second chance next week;
• Charleston, South Carolina's Tiger Lily, a florist shop that has won both local and national awards for their stunning arrangements and superior service. They succeeded only after breaking some of the established industry ‘rules' about how to run a florist shop, like dropping their association with the national floral wire services. In that one step their sales fell by one-third, but they made that up almost immediately and many times over that by delivering ‘awesome flowers' to their customers who have responded with passionate loyalty;
• Feast! in Charlottesville, Virginia, where customers are offered generous samplings of rare artisanal cheeses and locally-grown produce. The store's rule of thumb is ‘get it in their mouth and make a sale.' Feast!'s customers pay a premium over that at the grocery store, but they feel good paying more because they get real value - better tasting, more healthful food that also supports Virginia farmers and the unique way of life found in Charlottesville.

‘Shops that pop' retailers know that retailing is less about what you sell and more about how you sell it

"For the nearly 20 retailers profiled in Shopping, it wouldn't matter what kind of products they sell.  They'd be super-successful in any retail business.  Whether they sell flowers or cheese, home décor or fashion, they have learned the secret of successful retailing - that is,  retailing is less about what you sell and more about how you sell it," Danziger says.  

"No matter if you work for a big national retail chain or operate a small, independent store, Shopping is for you.  Today making a retail concept work is all about creating an extraordinary experience for the shoppers in your store," Danziger concludes. 

Shopping:  Why We Love It and How Retailers Can Create the Ultimate Shopping Experience is published by  Kaplan Business.  It is available from local book sellers and online.   For a preview of Shopping, download the introductory chapter directly at http://www.unitymarketingonline.com/cms_pages/about_us/downloadPDF3.php

For retailers and product marketers:  Unity Marketing offers multiple copies of  Shopping:  Why We Love It and How Retailers Can Create the Ultimate Shopping Experience at a substantial discount off the published price.  Call Unity Marketing at 717-336-1600 to discuss ordering multiple copies of Shopping for your retailer networks.   

For media:  Review copies are available on request.

Author Pam Danziger is available for interviews. 

About Pam Danziger and Unity Marketing
Pamela N. Danziger is a nationally recognized expert specializing in consumer insights, especially for marketers and retailers that sell luxury goods and experiences to the masses or the ‘classes.' She is president of Unity Marketing, a marketing consulting firm she founded in 1992.

Advising such clients as Cartier, PPR, Rémy Amerique, Ritz Carlton, Orient Express Hotels, Stearns & Foster, Prudential Fine Homes, Waterford/Wedgwood, Philips/Norelco, The World Gold Council, The Conference Board and American Express, Danziger taps consumer psychology to help clients navigate and master the changing consumer marketplace.

Her other books include Let Them Eat Cake: Marketing Luxury to the Masses-as well as the Classes, (Dearborn Trade Publishing, 2005) and Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004).