How to Turn Your Store into a Sales Phenomenon
By Richard Hammond
Financial Times - Prentice Hall
Distributed By Trans-Atlantic Publications
216 Pages, Illustrated, 6 x 9 1/4"
$49.50 paper original
Work in retail for any length of time and it gets into your system. There's something about shop-based selling - it’s immediate, exciting, risky and hard to predict. Most retailers love it. But in many ways it’s the least understood of all business practices.
Now in its second edition, this bestselling book provides you with even more crucial insights into how retailing works. Fully revised and updated with the latest success stories, new ideas, strategic and tactical thinking, Smart Retail is the how-to retail bible. New chapters include learning from the past pioneers of retail - the simple yet effective strategies your competitors have forgotten and how use data to drive profit and growth.
Covering everything from creating the ultimate retail experience to understanding your customer and the importance of motivated shop floor workers, this is the book that will equip managers, ambitious team-workers, retail entrepreneurs and indeed anybody who sells direct to customers, with practical winning ideas and strategies.
This book is the first 'how to' retail handbook. It uncovers the key elements that separate the great retailers from the average, the killer teams from the also-rans and the High Street success stories from the back street strugglers. Covering everything from creating the ultimate in-store experience to understanding your customer and from promotional strategies to building energised and motivated teams, this is the book that will equip store managers, aspiring team-workers, retail entrepreneurs and indeed anybody who sells direct to customers, with practical winning ideas and strategies for retail success.
Part 1 You
1 Money where your mouth is
2 Rising above the crowd
3 Rolling those snowballs
Part 2 Team
4 What's the Big Idea?
5 How to build great teams
6 How to get people out of bed
7 All we need is a little better everytime
Part 3 Customer
8 How to make more money
9 Great customer service
10 A little stuff about strategy and why it's even worth bothering reading about
11 Promote or die
12 Marketing for real people
13 A brief history of retail
Part 4 Store
15 The great big theatre of shop
16 Store environment
Epilogue - and we're done?
- Huge market - 205,000 retail outlets in the UK, all with a manager and most with other aspiring would-be managers.
- Works equally well for entrepreneurs (most of whom struggle with the sales side of their idea), SMEs or retail workers in big corporations.
- Big name case studies - ideal for promotional purposes and for corporate sales.
- For the individual Smart Retail will give personal competitive advantage in career progression, for the manager it will help them be effective managers and increase their sector sales, for the entrepreneur it will help them ensure success.
Richard Hammond has lived and breathed retail at every level - as a wide-eyed kid, in executive positions within Head Office teams and latterly as a consultant, specialising in retail. In his consulting work, Richard has helped leading retail brands such as Whitbread, Pizza Hut, Barclays and KFC to engage and motivate their people.
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