The Science of Shopping - by Kate Hardcastle

About the Book

Understand the psychological, technological and strategic elements behind creating engaging shopper experiences that drive retail growth.

Book Synopsis

In the ever-evolving landscape of retail, understanding the science behind modern shopping habits - both online and offline - has become crucial for success.

In this book, global consumer expert and multi-award-winning business consultant Kate Hardcastle delivers a blueprint for the future of retail, exploring the psychological, technological and strategic elements that shape today's retail environment and providing unparalleled insights from some of the world's leading brands such as Erewhon, Selfridges, Aldi and Primark.

Exploring every aspect of the consumer decision-making journey, The Science of Shopping includes content on how emotions, perceptions and social factors can drive consumer behaviour as well how to use AI to personalize the shopping experience and the different tricks and tips retailers can use to engage and entice customers. Learn how to find the perfect price point, how to create cohesive shopping environments across all platforms and how you can create immersive experiences that resonate with customers with this practical and insightful guide.

Review Quotes

"The Science of Shopping is a powerful insight into how we buy, why we're drawn in, and what really drives our choices! Kate Hardcastle blends deep consumer psychology with everyday relevance - it's compelling, clever and a must-read for anyone who shops... or sells. I particularly love the key takeaways at the end of each chapter which illustrate the personal USP Kate has for simplifying to amplify!"-- "Katy Hill, High Performance Coach & Broadcaster"

"Kate Hardcastle MBE is one of the leading voices in retail and consumer engagement of our time. This book is the result of more than 20 years working in the factories, on the shop floor and in the boardrooms of many of the best-known businesses and brands today. Kate walks the walk and talks the talk and this is a must-read book for anyone wanting to truly understand their customers, improve their business, drive sales and growth."-- "Natasha Hatherall Shawe - Founder & CEO TishTash UAE, Brand Publicist & Writer"

"Kate Hardcastle's Buyerarchy of Needs explores the complex motivations behind purchasing behaviours. She also provides astute psychological insight into creative sales strategies that successfully demystify the consumer mindset."-- "Publisher's Weekly"

"Kate's knowledge of the retail world is second to none. Having worked with some of the biggest worldwide brands, her meticulous research, communication and passion is admirable. We can all learn so much from Kate, whether it's about the consumer lead world or simply how to shop smarter."-- "Hannah Cockroft OBE, DL 7 x Paralympian champion & broadcaster"

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Kate Hardcastle advises some of the world's biggest brands, retailers and most importantly shoppers.

In this book, Kate's first, she explores the ever-changing retail landscape, the evolution of retail over the years and the impact of technology on consumer behaviour.

She concludes that in a fast-moving environment, charged by Digitisation and Artificial Intelligence that the ultimate "Differentiator" for retail success, is, as it always has been, the "Human Touch".

"-- "Mike Stagg, Business advisor and former executive at Unilever, Coca-Cola and Disney"

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It's rare that you work with someone who is a strategist but who also pays attention to detail, whilst at the same time thinking big and also being very creative.

Kate has a passion for always doing the absolute best for the company, and her need to have meaningful insight into what were the key trends in the marketplace, made it very obvious to me what she would do next.

Since then I have been proud to watch her career progress in the public domain, where she always has valid opinions to share and is still prepared to challenge the norm, and as such I think this book can become compulsory reading for both marketers and consumers in general.

"-- "Neal Mernock, Strategist, Mentor and NED, Inmarco Ltd"

"Nobody understands retail like Kate. This book blends deep consumer psychology with shopping Street Smarts. Add to Basket immediately...whether you're a buyer or a seller."-- "Phil Williams, Broadcaster BBC"

About the Author

Kate Hardcastle is a multi-award-winning international consumer expert, broadcaster and commentator based in London, UK. With over 20 years' experience in consumer behaviour and retail, she works with some of the world's biggest brands and in 2018 was awarded an MBE for services to business and entrepreneurship. She appears regularly on the BBC, ITV, Channel 4 and Sky News, as well as in Forbes and the Financial Times, and presents at events including the Financial Times Retail Summit, Retail World Congress, The Retail Summit UAE, Shop Talk Las Vegas, The Tech Show and Ideal Home Show.