Being the Shopper: Understanding the Buyer's Choice

I ordered this book for two reasons, it is one of the few on the industry I work in and the reviews were very positive. The reviewers obviously knew what theywere talking about. There are specific, usable ideas in this book that are very relevant. The un -express lane for shoppers with big orders is just one of them. Mr. Lempert helps the reader to understand the necessity of REALLY talking and listening to the customer. Wal-Mart is the Empire to the regular grocers. If we hope to stop the Empire we must have the support of the customer. Buy it, read it, and may the Force be with you.

Finally a book that is easy and fun to read that marketers and consumers can learn from. I tried to read Why We buy - lots of great info - but couldn't get through it. Lempert's book is timely, chock full of facts and has already made me a better marketer [and shopper]. I've heard him interviewed before on radio and this is one smart guy who should be listened to.

I have seen Lempert's reports on the Today Show for years and always enjoyed them - but WOW! I had no idea just how intuitive he is. This is a marketer's dream book. I for one [working as a brand manager for a major CPG] will use this as my bible and it has forced me into the stores and given me the tools on how to listen to a consumer instead of listening to my own predisposed [and antiquated] ideas.