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Reviews: "Two advertisers share their obsession with retail, but the book is really about the opportunities that retail offers for building the brands and communicating. Getting a feel for how the retail environment is rapidly changing is a bit daunting¦and this collection of carefully selected examples is just right."
Miguel Brendl, Associate Professor of marketing, INSEAD
"The widespread case histories in this book make it excellent for both personal insight and group learning. They transform retailization from a theory to a practical management tool"
Martin West, CEO, Ashdown Group
Description: Whether you`re a conventional brand or a traditional retailer in your own right, the critical issue for many is being successful at retail. Unfortunately retail success can be extremely elusive in a world of increasingly powerful retailers, fragmented communications and knowledgeable shoppers.
How to Succeed at Retail is essential reading for anyone in any company who wants to increase the sales of branded products, whether you are the CEO, a brand manager or a salesperson. Concise and authoritative, it identifies the key factors that can lead to retail success and retail obsession. International business experts Keith Lincoln and Lars Thomassen have analysed hundreds of case studies and isolated 25 that demonstrate how the world`s most successful brands and retailers sell themselves to today`s demanding shoppers. These benchmark cases include:
Apple ¢ easyJet ¢ Gooh! ¢ H & M
innocent ¢ P & G ¢ Starbucks ¢ Tchibo
How to Succeed at Retail also provides an operational methodology based on the strategies of these successful brands that can be applied directly to your company. A series of strategic tools and brainstorming techniques developed by the author will enable you to create inspiring retail ideas for your organization that ensure you not only survive but thrive.
Contents:
Part 1: How to succeed by becoming REobsessed ¢ REsolving the big squeeze ¢ The squeeze continues¦ ¢ Retailer squeeze ¢ Shopper squeeze ¢ Private squeeze ¢ Media Squeeze ¢ Other major changes are on the way ¢ REflating the brand ¢ Co-opetition is the way forward ¢ Use Reinvention as the trigger for co-opetition ¢ Co-create the co-opetition ¢ REassessing the shopper ¢ RE-me ¢ Mass market to mass of niches ¢ REconnecting to the shopper ¢ REevaluating the shopping experience ¢ PRISM ¢ Brand Shoppability Index ¢ REstorming the trends ¢ REcreating the brand message ¢ The big retail idea ¢ But, ideas don`t grow on trees¦REstorm ¢ Ideas into action ¢ REvisiting retailization ¢ Active retail thinking ¢ From USP to RSP ¢ The retail circle of opportunity ¢ One word for all ¢ REflagging it ¢ The flagship store of the past ¢ Some interesting examples ¢ Guidelines for future REflagging ¢ REtrying again and again ¢ How to succeed in retail by really trying ¢ REstoring your ethics ¢ Part 2: How to succeed by winning ¢ The companies doing it right ¢ Learning from the winners ¢ Who would you rather be? ¢ Who would you rather not be? ¢ The choice is yours! ¢ Becoming a retail phenomenon ¢ A unique global analysis of the brands that are truly succeeding at retail ¢ The role of retailization? ¢ How to identify a winner ¢ Our winners analysis ¢ Our retail winners: who, why and how ¢ Succeeding in the future ¢ Part 3: How to succeed operationally ¢ A source of light ¢ REtailizing the brand ¢ REthink “ Step 1: Understanding our shelf ¢ REthink “ Step 2: Stealing Choice ¢ REthink “ Step3: Leveraging the shopper ¢ REimagine “ Step 4: Maximizing product impact ¢ REimagine “ Step 5: Maximizing retail impact ¢ REstructure “ Step 6: Communicating to shoppers ¢ REstructure “ Step 7: Retailizing your organization ¢ REeducate“ Step 8: Building the retail vision ¢ REeducate “ Step 9: Identifying and specifying the retail vision ¢ REeducate “ Step 10: Retail vision education and dissemination ¢ REevolve “ Step 11: Evolving retailization ¢ Postscript¦ eat or to be eaten! ¢ Appendix 1: How to succeed by being in a RE world ¢ Apenix 2: How to succeed by knowing what`s going on ¢ Appendix 3: How to succeed by referencing ¢ Index
About the Authors: Keith Lincoln is one of the world`s leading authorities on brands and global trends and has worked in international communications and branding for nearly 30 years. He is an author, keynote speaker and business advisor to leading international companies, and a visiting lecturer at INSEAD Business School and London Business School. He can be reached at klincoln.retailization@gmail.com
Lars Thomassen has worked in advertising for over 30 years, most recently at BBDO, where he was involved in the development of many major global brands. He is currently charman of White Star Property Poland and a board member in a number of companies ranging from farming to luxury goods retailing.
Target Audience: Professionals in the retail industry, students of retail managemet ISBN 9780749459598
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Pages : 222
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