基本信息出版社：Pearson Prentice Hall
页码：216 页
出版日期：2007年12月
ISBN：0273712772
International Standard Book Number：0273712772
条形码：9780273712770
EAN：9780273712770
版本：2
装帧：平装
正文语种：英语
内容简介 在线阅读本书
Work in retail for any length of time and it gets into your system. There's something about shop-based selling - it's immediate, exciting, risky and hard to predict. Most retailers love it. But in many ways it's the least understood of all business practices. Now in its second edition, this bestselling book provides you with even more crucial insights into how retailing works. Fully revised and updated with the latest success stories, new ideas, strategic and tactical thinking, Smart Retail is the how-to retail bible. New chapters include learning from the past pioneers of retail - the simple yet effective strategies your competitors have forgotten and how use data to drive profit and growth. Covering everything from creating the ultimate retail experience to understanding your customer and the importance of motivated shop floor workers, 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. This book is the first 'how to' retail handbook. It uncovers the key elements that separate the great retailers from the average, the killer teams from the also-rans and the High Street success stories from the back street strugglers. Covering everything from creating the ultimate in-store experience to understanding your customer and from promotional strategies to building energised and motivated teams, this is the book that will equip store managers, aspiring team-workers, retail entrepreneurs and indeed anybody who sells direct to customers, with practical winning ideas and strategies for retail success.
作者简介 Richard Hammond has lived and breathed retail at every level - as a wide-eyed kid, in executive positions within Head Office teams and latterly as a consultant, specialising in retail. In his consulting work, Richard has helped leading retail brands such as Whitbread, Pizza Hut, Barclays and KFC to engage and motivate their people.
媒体推荐 This is easy to read, thought provoking stuff from Hammond, who boasts 21 years of retail-related experience. - Retail Systems April 2008
目录
Part 1 You 1 Money where your mouth is 2 Rising above the crowd 3 Rolling those snowballs Part 2 Team 4 What's the Big Idea? 5 How to build great teams 6 How to get people out of bed 7 All we need is a little better everytime Part 3 Customer 8 How to make more money 9 Great customer service 10 A little stuff about strategy and why it's even worth bothering reading about 11 Promote or die 12 Marketing for real people 13 A brief history of retail Part 4 Store 14 Discovery 15 The great big theatre of shop 16 Store environment Epilogue - and we're done?
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