Build a successful and profitable retail strategy by focusing on the key areas every retailer must get right: developing a strategic marketing plan, financial management and buying and visual merchandising.
Build a successful and profitable retail strategy by focusing on the key areas every retailer must get right: developing a strategic marketing plan, financial management and buying and visual merchandising.
Rowland Gee is former Chief Executive of Moss Bros Group plc. Under his leadership, Moss Bros entered a strategic business relationship with Hugo Boss, resulting in the UK establishment of the brand. He is co-founder of Grey4Gold Ltd, a professional skills matching service for retail. Danny Sloan was BAA Director of Planning 2012, ensuring BAA airports delivered the First and Lasting Impression for the UK across its airports during the London Olympics. He is co-founder of Grey4Gold Ltd. Graham Symes is an experienced finance director in retail and wholesale fashion, with clients including Harrods, Harvey Nichols, Selfridges, and Christian Lacroix.
Inhaltsangabe
Chapter 00: Introduction; Section ONE: Getting to grips with retail; Chapter 01: The issues facing the UK retail trade today; Section TWO: Creating your retail marketing plan; Chapter 02: Analysing and positioning your retail business in the existing market; Chapter 03: Generating a powerful SWOT analysis for your retail business; Chapter 04: Planning your retail marketing strategy; Chapter 05: Building your retail marketing mix; Chapter 06: Winning in retail know your market, know your customer; Chapter 07: Understanding the basic principles of shopping; Chapter 08: Attracting and retaining customers online, using on brand content and social media; Section THREE: Effective finance planning and control; Chapter 09: How to kickstart your retail business; Chapter 10: Generating a results driven business plan; Chapter 11: A straightforward guide to sales, stock and profit; Chapter 12: Selection and management of retail systems and controls; Section FOUR: Buying and visual merchandising; Chapter 13: Step one to procurement and merchandising Understand your business and the marketplace you will be entering; Chapter 14: Efficient buying techniques to make money; Chapter 15: Controlling and measuring product performance and establishing KPIs; Chapter 16: Building and maintaining relationships in retail for long term returns; Chapter 17: Understanding customers' behaviour and information overload The need to make the product focused, visually clear and correctly price positioned; Section 18: Maximizing customer feedback and the visual experience; Chapter 19: Visual merchandising Managing space performance, layout and add on selling to encourage purchase; Chapter 20: Creating your global signpost through online merchandising; Section FIVE: Challenges for bricks and mortar retailers; Chapter 21: Understanding your lease and how local authorities can benefit you; Section SIX: How good should become sensational; Chapter 22: Why good today is not good enough in the current retail trade; Chapter 23: Conclusion Your journey
Chapter 00: Introduction; Section ONE: Getting to grips with retail; Chapter 01: The issues facing the UK retail trade today; Section TWO: Creating your retail marketing plan; Chapter 02: Analysing and positioning your retail business in the existing market; Chapter 03: Generating a powerful SWOT analysis for your retail business; Chapter 04: Planning your retail marketing strategy; Chapter 05: Building your retail marketing mix; Chapter 06: Winning in retail know your market, know your customer; Chapter 07: Understanding the basic principles of shopping; Chapter 08: Attracting and retaining customers online, using on brand content and social media; Section THREE: Effective finance planning and control; Chapter 09: How to kickstart your retail business; Chapter 10: Generating a results driven business plan; Chapter 11: A straightforward guide to sales, stock and profit; Chapter 12: Selection and management of retail systems and controls; Section FOUR: Buying and visual merchandising; Chapter 13: Step one to procurement and merchandising Understand your business and the marketplace you will be entering; Chapter 14: Efficient buying techniques to make money; Chapter 15: Controlling and measuring product performance and establishing KPIs; Chapter 16: Building and maintaining relationships in retail for long term returns; Chapter 17: Understanding customers' behaviour and information overload The need to make the product focused, visually clear and correctly price positioned; Section 18: Maximizing customer feedback and the visual experience; Chapter 19: Visual merchandising Managing space performance, layout and add on selling to encourage purchase; Chapter 20: Creating your global signpost through online merchandising; Section FIVE: Challenges for bricks and mortar retailers; Chapter 21: Understanding your lease and how local authorities can benefit you; Section SIX: How good should become sensational; Chapter 22: Why good today is not good enough in the current retail trade; Chapter 23: Conclusion Your journey
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