Introduction to the fourth edition
Part 1 The seven secrets of modern retail
Introduction: how customers have taken charge
1 Retail secret one: low friction and high reward
2 Retail secret two: what’s the Big Idea?
3 Retail secret three: want? Got. Need!
4 Retail secret four: “I’m just looking”
5 Retail secret five: I choose stories
6 Retail secret six: the everywhere store
7 Retail secret seven: “we love working here”
Introduction: practical people
9 How to get people to give a damn
13 Cutting through the marketing
15 The great big theatre of shop
16 Detail, detail, detail – the store environment
Appendix I Reading stores the practical way
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