Smart Retail: Winning Ideas and Strategies from the Most Successful Retailers in the World, 4th Edition

‘ A really practical and helpful guide: essential reading for anyone involved in retailing.’ Charles Dunstone, CEO, The Carphone Warehouse Work in retail for any length of time and it gets into your system. It’s immediate, exciting, risky and hard to predict. No two days are the same – one day could be a triumph, the next a disaster. But when you get it right, it’s thrilling. Based on one simple question, which Richard Hammond posed to the world’s leading retailers: ‘What makes you so good?’, Smart Retail shows you how to use some of the best winning ideas, strategies and tactical thinking. Discover the secrets of great retailing Boost sales with practical advice from the best retailers in the world Learn how to delight customers and keep them coming back for more ‘A toolkit of retailing skills to take you beyond survival, to super-performance.’ Angus Thirlwell, Co-founder and Managing Director, Hotel Chocolat ‘This book is full of practical, good things to make running stores that bit easier to get right.’ Julian Richer, Chairman and Founder, Richer Sounds ‘A wonderful insight into the world of retailing. A fun and inspiring read, particularly for those close to retail.’ Vittorio Radice, Saviour of Selfridges SMART RETAIL IS THE HOW-TO RETAIL BIBLE. Smart Retail reveals what the most successful retailers in the world know and how you can apply their secrets to your own business. Fully revised and updated, this new edition includes the latest success stories, new ideas and strategic and tactical thinking to help grow your sales. Based on one simple question, which Richard Hammond posed to the world's leading retailers: ‘What makes you so good?', Smart Retail shows you how to use some of the best winning ideas, strategies and tactical thinking. Discover the secrets of great retailing Boost sales with practical advice from the best retailers in the world Learn how to delight customers and keep them coming back for more Covering everything from creating the ultimate retail experience to understanding your customer and the importance of a motivated team, 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. ‘The heart of every retail success is the delivery of a great customer experience. In mapping out how to do that, this book is worth its weight in gold'Ian Shepherd, Chief Commercial Officer, Odeon & UCI'I highly recommend Smart Retail as part of any retailer's essential toolkit.'Rowan Gormley, CEO Majestic Wine PLC'A really practical and helpful guide, essential reading for anyone involved in retailing.'Charles Dunstone, Founder and Chairman - The Carphone Warehouse ‘The heart of every retail success is the delivery of a great customer experience. In mapping out how to do that, this book is worth its weight in gold.'Ian Shepherd, Chief Commercial Officer, Odeon & UCI'Clear thinking with practical retail insight to get to innovative yet pragmatic ideas.'Alex Windle – Marketing Director BP'A toolkit of retailing skills to take you beyond survival, to super-performance.'Angus Thirlwell, Founder - Hotel Chocolat'Congratulations on pulling together such a comprehensive list of essential learnings.'Cliff Burrows, Group President USA & Americas – Starbucks'This book is full of practical good things to make running stores that bit easier to get right.'Julian Richer, Chairman and Founder - Richer Sounds'A wonderful insight into the world of retailing. A fun and inspiring read.'Vittorio Radice, Saviour of Selfridges Smart Retail reveals what the most successful retailers in the world know and how you can apply their secrets to your own business. Fully revised and updated, this new edition includes the latest success stories, new ideas and strategic and tactical thinking to help grow your sales. Based on one simple question, which Richard Hammond posed to the world’s leading retailers: ‘What makes you so good?’, Smart Retail shows you how to use some of the best winning ideas, strategies and tactical thinking. Discover the secrets of great retailing Boost sales with practical advice from the best retailers in the world Learn how to delight customers and keep them coming back for more Covering everything from creating the ultimate retail experience to understanding your customer and the importance of a motivated team, 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. 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Cover......Page 1 Title Page......Page 6 Copyright Page......Page 7 Dedication......Page 8 Contents......Page 10 About the author......Page 12 Acknowledgements......Page 13 Introduction to the fourth edition......Page 15 Why retailing?......Page 18 Part 1 The seven secrets of modern retail......Page 22 Introduction: how customers have......Page 24 1 Retail secret one: low friction and high......Page 30 2 Retail secret two: what’s the......Page 56 3 Retail secret three: want? Got. Need!......Page 78 4 Retail secret four: “I’m just looking”......Page 98 5 Retail secret five: I choose stories......Page 122 6 Retail secret six: the everywhere......Page 154 7 Retail secret seven: “we love working......Page 174 Part 2 A bit of doing it......Page 188 Introduction: practical people......Page 190 8 How to build great teams......Page 192 9 How to get people to give a damn......Page 216 10 A little better every time......Page 232 11 Love shopping!......Page 246 12 Price and value......Page 258 13 Cutting through the marketing......Page 268 14 Promote or die......Page 284 15 The great big theatre of shop......Page 300 16 Detail, detail, detail – the store......Page 318 Epilogue – And we’re done?......Page 330 Appendix I Reading stores the practical way......Page 332 Appendix II Street time......Page 336 Appendix III Books for retailers......Page 338 B......Page 340 C......Page 341 E......Page 342 H......Page 343 L......Page 344 N......Page 345 P......Page 346 R......Page 347 S......Page 348 T......Page 349 Z......Page 350 This retail manual uncovers the key elements that separate the great retailers from the average, the killer brands from the also-rans. Covering everything from creating the ultimate retail experience to understanding your customer, the book provides practical ideas and strategies. SMART RETAIL IS THE HOW-TO RETAIL BIBLE. Smart Retail reveals what the most successful retailers in the world know and how you can apply their secrets to your own business. Fully revised and updated, this new edition includes the latest success stories, new ideas and strategic and tactical thinking to help grow your sales. Based on one simple question, which Richard Hammond posed to the world's leading retailers: 'What makes you so good?', Smart Retail shows you how to use some of the best winning ideas, strategies and tactical thinking. Discover the secrets of great retailing Boost sales with practical advice from the best retailers in the world Learn how to delight customers and keep them coming back for more Covering everything from creating the ultimate retail experience to understanding your customer and the importance of a motivated team, 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 **__‘__A really practical and helpful guide: essential reading for anyone involved in retailing.’** Work in retail for any length of time and it gets into your system. It’s immediate, exciting, risky and hard to predict. No two days are the same – one day could be a triumph, the next a disaster. But when you get it right, it’s thrilling. Based on one simple question, which Richard Hammond posed to the world’s leading retailers: ‘What makes you so good?’,__Smart Retail__shows you how to use some of the best winning ideas, strategies and tactical thinking. Discover the secrets of great retailing Boost sales with practical advice from the best retailers in the world Learn how to delight customers and keep them coming back for more**‘A toolkit of retailing skills to take you beyond survival, to super-performance.’** **‘This book is full of practical, good things to make running stores that bit easier to get right.’** **‘A wonderful insight into the world of retailing. A fun and inspiring read, particularly for those close to retail.’** The seven secrets of modern retail. Introduction: how customers have taken charge Retail secret one: low friction and high reward Retail secret two: what's the big idea? Retail secret three: want? Got. Need! Retail secret four: "I'm just looking" Retail secret five: I choose stories Retail secret six: the everywhere store Retail secret seven: "we love working here" A bit of doing it. Introduction: practical people. How to build great teams How to get people to give a damn A little better ever time Love shopping! Price and value Cutting through the marketing Promote or die The great big theatre of shop Detail, detail, detail the store environment.