The Retail Start-Up Book : Successfully Plan, Launch and Grow a Business

Gee, Rowland/ Sloan, Danny/ Symes, Graham

Kogan Page Ltd（2019/05発売）

Kogan Page Ltd（2019/05発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 272 p.
• 言語 ENG
• 商品コード 9780749484729
• DDC分類 658.11

Full Description

The retail market in the UK is worth more than £400 billion annually and employs over 3 million workers, while in the US 29 million people create over USD $4 trillion of revenue through the industry. Despite the challenge to establish stores and big-box retailers, there's a rapid increase in the number of retail start-ups and consistent growth in the independent sector. From beard shops and barbers, through cafes and coffee shops, to 'retailment' concept stores and boutique consumer-focused experiences, the specialist retail sector is booming.

The Retail Start-Up Book provides clear guidance and advice on how to develop a winning retail strategy that seamlessly merges online and offline tactics. Introducing the science of shopping and how to understand customer behaviours and needs, it explores the essential steps of developing a business plan, marketing and promoting a business and advising on buying and visual merchandising. Building on years of retail experience nationally and internationally, in large groups and with independent retailers, The Retail Start-Up Book meticulously provide invaluable practical insights to help new retailers hit the floor running, or more established organizations grow their business and nurture their profits.

Contents

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