The world's #1 guide to retail success, complete with crucial, up-to-date insights--including new case studies, ideas, strategies, and tactics from today's best retailers, like TopShop, IKEA, and Best Buy. Smart Retailincorporates several valuable chapters, including:
Covering everything from creating the ultimate retail experience to understanding the customer and the importance of motivated workers, this is the book that will equip managers, team-workers, retail entrepreneurs and indeed anybody who sells direct to customers, with practical winning ideas and strategies.
Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. Retailers know they must invest more heavily in marketing, both to build brands and to drive sales. But how? In Shopper Intimacy, two leading experts offer the first comprehensive, research-based guide to building winning retail marketing programs. Drawing on a decade of customer research, the authors introduce:
Shopper Intimacy contains extensive case studies, charts, pictures, and illustrations designed to deepen marketers’ understanding. Above all, it presents practical learnings that cut across all retail segments, with data to support the authors’ conclusions, and techniques for successfully applying them.
Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World, 1/e
Photo Acknowledgments x
Introduction to this Edition xi
Preface–Why retailing? xiii
Part one: You
Starting at the beginning.
Part two: Team
Make us happy and we will make you money.
Part three: Customer
Part four: Store
Make it brilliant and they will spend.
Epilogue–And we’re done? 207
Appendix I: Your job and Smart Retail 209
Appendix II: Take-action time 212
Appendix III: Street time 214
Appendix IV: Books for retailers 217
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success, 1/e
Chapter 1: REAP (Retail Ecosystem Analytics Process) 7
Chapter 2: Measuring Marketing at Retail in Supermarkets 25
Chapter 3: Measuring Marketing at Retail in Convenience Stores 43
Chapter 4: Measuring Marketing at Retail in Drug Stores 63
Chapter 5: Establishing In-Store Marketing Measures 79
Chapter 6: Capturing Shopping Dynamics in Store 101
Chapter 7: Shopper Models 125
Chapter 8: Decision Drivers 146
Chapter 9: Online Retailing 197
Chapter 10: Measuring Return on Investment 215