Term created by consumer expert, Fátima Merlin, Shoppercracy also names her new book in which she invites retail and industry professionals to reflect whether they are offering what their customers really seek, and if there is indeed consistency between what they promise them and what they actually do. Today, more than ever, power is at the hands of the customers, understanding them is vital.
After three years of launching her book “Meu cliente não voltou, e agora?” (My client didn´t return, and now?), Fátima Merlin returns with her latest "Shoppercracy" suggesting the readers should take an even more in-depth look at their clients, or better yet, the person who decides to buy at the sale’s point, meaning “the shopper”.
On this first approach to the term "Shoppercracy”, the writer shares with the readers the actions related to Category Management (CG), from planning to execution, showing that not only it works but that it can positively influence business management and customer relationships, especially if they are at the center of the decision making.
“Shoppercracy” also points out some of the errors that might occur when applying a CG process, although we are mainly presented with successful results the author experienced throughout her professional career, and by other several retail and industry specialists, among them CG creator, Prof. Dr. Brian Harris.
The book is aimed at industry professionals, retailers, marketing and advertising agencies, consultants, students, and anyone who might be interested in the subject. It is a must-read, especially when regarding the new challenges and the new generations of shoppers, and so that the retail companies’ online and physical stores may progress hand in hand and be better prepared for the future.
About the Author
Fátima Merlin has a master’s degree in Business Marketing in FIA, she is an economist, entrepreneur, partner and founder of Connect Shopper, which is specialized in consumer behavior & Shopper, and category management, and she has worked for over 25 years in these areas. Retail, category management and shopper marketing consultant, she is the marketing vice president at Abmapro, and also a Retail, Marketing Research and Consumer Behavior professor.
She is the coordinator of the National Category and Ceará Management Committee at ECR Brazil. She was retail and shopper insights director at Kantar WorldPanel (formerly LatinPanel) and the economy and research Manager at the Brazilian Supermarkets Association (Abras). She developed national and international studies and projects for a number of different sectors and retail companies and industries such as Grupo Pão de Açúcar, Carrefour, Coop, Walmart, Zona Zul, Enxuto, Abampro, Anamaco, Quimica Amparo, Flora, Nestlé, Amend, Rofe, and other. She is a columnist in several retail and consumer magazines, a speaker at corporate events and renowned institutions, and the author of Meu cliente não voltou, e agora?