Learn Popular Retail Strategies (Collection)
Published on 15. August 2013
Book
Mixed media product
978-0-13-374107-0 (ISBN)
Description
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:
Opportunities to learn from past retail pioneers: simple yet effective strategies your competitors have forgotten.
How to use data to drive profit and growth.
How to do more with less, and maximize the value each team member brings to the table.
How to use new technology to develop highly productive, innovative "Remote Teams".
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:
A start-to-finish system for planning and executing effective campaigns.
Powerful new tools for influencing shopper behavior and driving better results.
Practical, workable techniques for measuring performance - including a breakthrough approach for measuring ROI from the standpoint of all stakeholders.
Best practices models for integrating internal and syndicated research.
Trend analysis to help retailers chart the future trajectory of marketing, and position themselves appropriately.
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.
Opportunities to learn from past retail pioneers: simple yet effective strategies your competitors have forgotten.
How to use data to drive profit and growth.
How to do more with less, and maximize the value each team member brings to the table.
How to use new technology to develop highly productive, innovative "Remote Teams".
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:
A start-to-finish system for planning and executing effective campaigns.
Powerful new tools for influencing shopper behavior and driving better results.
Practical, workable techniques for measuring performance - including a breakthrough approach for measuring ROI from the standpoint of all stakeholders.
Best practices models for integrating internal and syndicated research.
Trend analysis to help retailers chart the future trajectory of marketing, and position themselves appropriately.
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.
More details
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Illustrations
Illustrations
Weight
1 gr
ISBN-13
978-0-13-374107-0 (9780133741070)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Richard Hammond is proud to call himself a retailer: He has more than 25 years of experience and still gets a buzz from it every day.
He has developed a practical problem-solving approach to creating great retail experiences. His consultancy business put this into practice for clients ranging from convenience stores in Kazakhstan, fashion brands in Sweden, to big stores and brands in the UK.
Rick DeHerder was the founder of Array, a leading designer and manufacturer of fixtures and displays, with operations in North America and China and a network of strategic partners around the world. Prior to founding Array in 1999, Rick spent 24 years in both brand marketing as Executive Vice President at Mattel, and in the retail industry at Sears, working in the stores, regional offices, and headquarters. This broadbased experience gives him unique insight into the challenges of retail marketing at all levels.
Dick Blatt is the president of Planar World Consulting. He served as the CEO of POPAI-The Global Association for Marketing at Retail, for 17 years. In this role, he was called upon to author articles and deliver presentations around the world on the subject of marketing at retail, its future, and its trends. He was also selected to provide The Center for Association Leadership with two case studies of excellence for going global and reinventing the association. During his tenure, one of the association's primary strategic goals was to integrate the marketing at retail medium in the strategic marketing mix. The association also expanded to include 20 country chapters, with an organizational presence on every populated continent.
He has developed a practical problem-solving approach to creating great retail experiences. His consultancy business put this into practice for clients ranging from convenience stores in Kazakhstan, fashion brands in Sweden, to big stores and brands in the UK.
Rick DeHerder was the founder of Array, a leading designer and manufacturer of fixtures and displays, with operations in North America and China and a network of strategic partners around the world. Prior to founding Array in 1999, Rick spent 24 years in both brand marketing as Executive Vice President at Mattel, and in the retail industry at Sears, working in the stores, regional offices, and headquarters. This broadbased experience gives him unique insight into the challenges of retail marketing at all levels.
Dick Blatt is the president of Planar World Consulting. He served as the CEO of POPAI-The Global Association for Marketing at Retail, for 17 years. In this role, he was called upon to author articles and deliver presentations around the world on the subject of marketing at retail, its future, and its trends. He was also selected to provide The Center for Association Leadership with two case studies of excellence for going global and reinventing the association. During his tenure, one of the association's primary strategic goals was to integrate the marketing at retail medium in the strategic marketing mix. The association also expanded to include 20 country chapters, with an organizational presence on every populated continent.
Content
Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World, 1/e
Acknowledgments ix
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
Index 219
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success, 1/e
Introduction 1
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
Index 235
Acknowledgments ix
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
Index 219
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success, 1/e
Introduction 1
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
Index 235