The Inscrutable Shopper: Consumer Resistance in Retail
If you’re ready for a change and a smarter way to market your business, this book can help. Inside, the authors take a different approach, and ask you to strategically consider and understand your customer base, particularly why some customers may, or may not, choose to purchase (or shop) at all—what the authors define as “the inscrutable shopper.”
This book smartly focuses on providing an understanding of the different customer types that exist today, as context when faced with the challenge in retail when consumption falters, as well as exploring the various strategies to engage inscrutable shoppers, who may be dissatisfied with ethical, green, or broader social issues.
If you’re a retailer, business student, and/or small business owner, you’ll find this book valuable, relevant, and engaging in order to meet the challenge of the often unmanageable, uncontrollable, complex, and constantly changing, inscrutable shopper.