Learn Popular Retail Strategies (Collection)

Table of contents

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