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by Dick Blatt, Rick DeHerder, Richard Hammond
Learn Popular Retail Strategies (Collection)
About This eBook
Title Page
Copyright Page
Contents
Smart Retail: Winning Ideas and Strategies from the Most Successful Retailers in the World
Copyright Page
Dedication Page
Acknowledgments
Photo Acknowledgments
Introduction to this Edition
How to get the best from Smart Retail
Preface—Why retailing?
That there Internet thing
Asking the questions
Is it rocket science?
Brass tacks
Stars of the shop floor
Part One—You: Starting at the beginning.
Chapter One. What do you want for yourself?
Action-planning means doing stuff
Raw passion makes us great
Chapter Two. Rising above the crowd
Volunteer for things
Introduce yourself to people at every meeting
Make good use of the ideas program if there is one
Give people your cell phone number
Form an opinion
Specialize
Produce the goods
Chapter Three. Keeping it simple
Talk is cheap but it’s worth lots
Chapter Four. Rolling those snowballs
Reading stores the practical way
Part Two—Team: Make us happy and we will make you money.
Chapter Five. What’s the Big Idea?
Differentiation
Chapter Six. How to build great teams
Leadership
Why bother building a great team?
Reasons not to?
Service Profit Chain
The three cornerstones
Values
Walking the talk
Street Time
Flight to quality
The respect deal
Ownership—the value of mistakes
Behaviors
Easy ways to “do” recognition
Chapter Seven. How to get people out of bed
The components of motivation
Show me the money—financial reward
The stick to your carrot—implied sanction
Treat me like a grown-up—self-respect
Let’s have a laugh now—using non-financial rewards
Team meetings
Chapter Eight. All we need is a little better every time
Gathering improvement ideas
Statistics can make you go blind—the measurement trap
Go with your gut feel
Room for improvement
Part Three—Customer: Make me happy and I will give you my money.
Chapter Nine. We love shopping here!
Great customer service
We need answers on this customer service thing
Great moments
People make the difference to great customer experiences
This year, I pledge my loyalty
First-visit advantage
The four rules of performance improvement
Priorities
Added value
What I need—what I want
Chapter Ten. Price and value
Everyday low prices (ELP)
Making bargains the star
Oi! That’s my planet too—the costs of consumption
Chapter Eleven. Promote or die
28 promotions
Chapter Twelve. Marketing for real people
Advertising made simple
Marketing things to make and do
Easy ABC database marketing
Keeping track—measurement
Part Four—Store: Make it brilliant and they will spend.
The Fundamentals
Chapter Thirteen. Discovery!
Point of discovery
Benefits of building formats around discovery
Linking it all together
The different types of discovery
Traditional promotion-led discovery
Service-led discovery
Product-led discovery
Format-led discovery
Chapter Fourteen. The great big theater of shop
Us, the moles, and the bats
Fundamentals of retail theater
The theater of demonstration—why shopping channel presenters are unheralded geniuses
Chapter Fifteen. Detail, detail, detail—the store environment
Look and feel
Transition zone
Baskets
Promotional hot spots
Back wall
Cash register
Impulse buys
Sight-lines
Signage
Chapter Sixteen. And finally ... how we got here
The really early days
Places of retail
Department stores
The retail kings
Epilogue—And we’re done?
Further Smart Retail
Appendix I. Your job and Smart Retail
Store manager
Store owner
Team member
Assistant store manager (ASM)
Area/regional manager
Central functions (marketing, sales operations, administration, and so on)
Appendix II. Take-action time
Time plan
Appendix III. Street time
What do we do?
Appendix IV. Books for retailers
Index
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
Copyright Page
Dedication Page
Praise for Shopper Intimacy
Acknowledgments
About the Authors
Introduction
1. REAP (Retail Ecosystem Analytics Process)
Utilizing REAP to Deliver Consistent Results
Shopper Analysis Integration
Case Studies
Summary
Endnotes
2. Measuring Marketing at Retail in Supermarkets
Overview
Phase One—POPAI’s Channel Studies
Endnotes
3. Measuring Marketing at Retail in Convenience Stores
Overview
Learning One: Retail Marketing Execution Techniques Concentrated
Learning Two: Marketing Messages Concentrated
Learning Three: Huge Premium for Excellence
Learning Four: Brand Size Drives Outpost Display Activity
Learning Five: Category Response Varies Widely by Message Location
Learning Six: Borrowed Interest Has a Disproportionate Impact on Smaller Brands
Learning Seven: Strong Brand Expression Significantly Outperforms Generic Treatment
Learning Eight: Store Is Not Overloaded with Retail Marketing Material
Learning Nine: Effectiveness Ratio Predicts Sales Success
Learning Ten: Retailer Analysis Yields Success Implementation Model
Endnotes
4. Measuring Marketing at Retail in Drug Stores
Overview
Learning One: Many Key Results Consistent with Other Studies
Learning Two: Retail Marketing Effectiveness Higher in Chain Drug Stores
Learning Three: Message Matters
Learning Four: Promotion/Advertising Consistently Enhances Impact
Learning Five: Brand-Focused Messages More Effective
Learning Six: Price Savings Drive Impulse Results
Learning Seven: Value Message Drives Private Label
Learning Eight: Shopper Actions Differ from Words
Learning Nine: RFID Tracking Delivers Reliable, Real-Time Data
Learning Ten: Retail Audience and CPM Very Attractive
Endnotes
5. Establishing In-Store Marketing Measures
Retail Marketing Metrics
Definitions
Potential Reach
Actual Audience Reach
In-Store Rating Points
Cost Per Thousand (CPM)
Audience Delivery Worksheet
Phase One Summary
Phase Two—Nielsen’s PRISM Project
Research Learnings
Summary
Endnotes
6. Capturing Shopping Dynamics in Store
Overview
Market Tests
Examples of Retail Marketing Ratios
Potential Applications
Recap
Summary
The Retail Marketing Model Shifts
Endnotes
7. Shopper Models
Retail Marketing Definition
Shopper Understanding
Summary
Endnotes
8. Decision Drivers
Retail Factors and Purchase Decision Types
Financial Impact of Presentation Optimization
Retail Success Drivers
Leveraging Related Items
Shaping Opportunities
Emotional Power
Practical Learnings
Summary
Endnotes
9. Online Retailing
Applying Learning and Traditional Tools
Managing Online Dynamics
Online Tools
Endnotes
10. Measuring Return on Investment
Delivering Results
Retail Tools
Return on Investment Models
Achieving Success Through Shopper Intimacy
Endnotes
Index
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Copyright Page
Learn Popular Retail Strategies (Collection)
Richard Hammond
Rick DeHerder
Dick Blatt
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