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In the past 20 years the science of behavioural economics has been adapted by consumer packaged goods manufacturers to create a revolution in shopper marketing. Independent retailers in the convenience channel will see the benefits of this thinking all around their store. For example, confectionery companies ask you to arrange your assortment according to shopper needs so that a hungry builder can find what he is looking for and a dieting social worker can find what she is seeking. Or in the beverages chiller, a brewer suggests how you should arrange your stock to make it easy for customers to find what they want. However a lot of this marketing investment may not work if the shopkeeper does not get the context right for her shoppers, suggests a new book The Irrational Consumer by  by Enrico Trevisan . Trevisan, an expert in pricing strategies, says that “the value created by a product and the resulting willingness to spend are strongly influenced by how the choice relat...

Too many marketers focus on the pay-off that their product or service offers the consumer and miss the point about the architecture of how people decide what to buy. “When for example we must assess what price we are prepared to pay our decision is determined not only by the value we associate with that product but also by our expectations of what such a product should cost,” says Enrico Trevisan in The Irrational Consumer. His book explains how to apply behavioural economics to your business strategy. It deserves a space in every marketing toolkit as he teaches you the same things that you may have read in Thinking Fast and Slow by Daniel Kahneman in a way that you can quickly apply to your plans. Trevisan is a partner with Simon-Kurcher & Partners, world leaders in price consulting, and his economical use of language helps you to focus on how to use the insight instead of admiring the genius of unlocking how people think. For wholesalers seeking to influence indepen...