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The Impulse Economy

The Impulse Economy

Understanding Mobile Shoppers and What Makes Them Buy

We live in a world where our mobile devices have become extensions of ourselves. We depend on them for instant connections to entertainment, social media, news, and deals. The phone has become our ticket, loyalty card, and catchall wallet.

Networks are faster, phones are smarter, and the mobile shopper is ready to spend money now. What can a business do to maximize the mobile buying power of the new impulse consumer? Gary Schwartz has written a groundbreaking book that outlines the history of the mobile industry and shows just how businesses can build up their mobile platforms to maximize online sales. He’ll explain:

• How to minimize barriers between the shopper and a sale.

• How marketers can connect and, more important, reconnect with loyal shoppers.

• The technology available now—and what’s coming soon—and how to pick a solution that will deliver results.

But like Blink or Freakonomics, this isn’t just a book for businesses. It’s also an eye-opening look into the ways our economy is changing every second of every day. Gary Schwartz analyzes a phenomenon that’s modifying people’s actions and challenges our assumptions about our behavior as consumers. Anyone interested in the ways our behavior as shoppers is changing—and what we can do to better harness this opportunity—will find this book to be essential reading.
Choose a format:
  • Atria Books | 
  • 240 pages | 
  • ISBN 9781451671872 | 
  • June 2014
List Price $15.99
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Read an Excerpt

1 LITTLE STORE ON THE PRAIRIE

Your local store manager will tell you that there are two types of people: those who go to stores to buy specific items, and those who go to stores to shop. The history of retail, starting with the country store and moving to shopping malls, the Internet, and, more recently, mobile storefronts, is the history of following and serving these two types of shoppers.

Brand marketers and retailers compete for mind share. They woo their shoppers by price and brand affinity. These retailers also have segmented shoppers into groups that have profiles, patterns, and names: Alexa drops into the... see more

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About the Author

Gary Schwartz
Dasha Schwartz

Gary Schwartz

Gary Schwartz began his career as a columnist in Japan and later became an anchor on Asahi Television. He ran number of technology startups before founding Impact Mobile, a mobile technology company specialized in retail and brand solutions, in 2002. Schwartz has played a leadership role in the mobile industry, founding the mobile committee for the Interactive Advertising Bureau (IAB) in 2005 and presently serving as North American chairman of the Mobile Entertainment Forum (MEF). In this capacity, Schwartz is developing a global mobile commerce practice to service brands, retailers, and content owners. He lives with his family in Toronto.

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