The Retail Start-Up Book

Chapter - 00: Introduction; Section - ONE: Getting to grips with retail; Chapter - 01: The issues facing the UK retail trade today; Section - TWO: Creating your retail marketing plan; Chapter - 02: Analysing and positioning your retail business in the existing market; Chapter - 03: Generating a powerful SWOT analysis for your retail business; Chapter - 04: Planning your retail marketing strategy; Chapter - 05: Building your retail marketing mix; Chapter - 06: Winning in retail - know your market, know your customer; Chapter - 07: Understanding the basic principles of shopping; Chapter - 08: Attracting and retaining customers online, using on-brand content and social media; Section - THREE: Effective finance planning and control; Chapter - 09: How to kickstart your retail business; Chapter - 10: Generating a results-driven business plan; Chapter - 11: A straightforward guide to sales, stock and profit; Chapter - 12: Selection and management of retail systems and controls; Section - FOUR: Buying and visual merchandising; Chapter - 13: Step one to procurement and merchandising - Understand your business and the marketplace you will be entering; Chapter - 14: Efficient buying techniques to make money; Chapter - 15: Controlling and measuring product performance and establishing KPIs; Chapter - 16: Building and maintaining relationships in retail for long-term returns; Chapter - 17: Understanding customers' behaviour and information overload - The need to make the product focused, visually clear and correctly price-positioned; Section - 18: Maximizing customer feedback and the visual experience; Chapter - 19: Visual merchandising - Managing space performance, layout and add-on selling to encourage purchase; Chapter - 20: Creating your global signpost through online merchandising; Section - FIVE: Challenges for bricks-and-mortar retailers; Chapter - 21: Understanding your lease - and how local authorities can benefit you; Section - SIX: How good should become sensational; Chapter - 22: Why good today is not good enough in the current retail trade; Chapter - 23: Conclusion - Your journey