March 2011
Intermediate to advanced
240 pages
6h 27m
English
Content preview from Smart Retail, 3rd Edition
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That’s a supermarket! Austria’s MPREIS chain uses hot archi-
tects to design every store – each is then unique. They use the
very fabric of the store to differentiate their business
Source: MPREIS/Thomas Jantscher
PART FOUR – STORE
Make it brilliant and they will spend
The Fundamentals
When customers wander around your store, or look into its windows they
are subconsciously demanding ‘INSPIRE ME! MAKE ME WANT TO LOOK
AT SOMETHING!’ If there is a trick to retailing it’s in understanding how
to manage that demand to your advantage. The principal tools you have to
do that with are:
Your external communications
Windows
Use of retail theatre
Discovery ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.