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STOP PLAYING SHOPS!
ALL THE KNOWLEDGE, SKILSS, TOOLS AND TECHNIQUES YOU NEED TO TURN YOUR SMALL RETAIL BUSINESS INTO A SCALABLE, SEALABLE ENTERPRISE
The Retail Champion is aimed at every small retailer who is serious about growing their business. Using a practical ten step process, Clare Rayner, one of the most well-known and respected retail consultants in the UK, will give you all the tools, techniques and motivation you need to survive and thrive in a difficult market.
Whether your business is on the high street or online it will cover everything you need to create a framework for success for your business, no matter what you sell. There are case studies throughout from the leading lights in the retail sector such as Mike Clare, Jacqueline Gold and Hussein Lalani, several of whom began their journey as founders of independent themselves.
BE A RETAIL CHAMPION!
THE RETAIL CHAMPION COVERS EVERYTHING YOU NEED TO MAKE YOUR RETAIL BUSINESS A SUCCESS INCLUDING:
• Defining your goal and mission
• Deciding your positioning
• Identifying your ideal customer
• Creating your range plan
• Implementing your pricing and promotional policy
• Developing your channel and location strategy
• Designing your customer engagement processes
• Determining your sourcing and supply chain model
• Planning and controlling your business
• Setting up an effective back office
Contents: Acknowledgements • Foreword - Mike Clare, Founder and President of Dreams plc • Introduction • Step 1 Goal and mission • Introduction • Defining your personal goal • Your business goal • Values and beliefs • Defining the mission • Using your mission statement as a decision support tool • Summing up • Step 2 Positioning • Introduction • So, what is positioning? • Breaking down the four elements of positioning • It"s not just about one element; it"s about all four in alignment • Summing up • Step 3 Ideal customer • Introduction • Your imaginary friend • But I want more customers! • Defining your ideal customer • Summing up • Step 4 Range planning • Introduction • Who are you buying for and what do they want? • Range construction • Common mistakes • Creating your range plan • What to do with your new range plan • Range planning: robust and repeatable? • Summing up • Step 5 Pricing and promotions • Introduction • Impact of price and promotions on positioning • Price architecture • Creating your price architecture • Planning of promotions • Summing up • Step 6 Channel and location • Introduction • Why is multi-channel relevant to my retail business? • What does multi-channel retailing really mean? • Be where your customers are • What are the options? • Appraising the ideal channels for your business and your ideal customer • Channel-specific ranges? • Assessing operational impact on addition of channels • Summing up • Step 7 Customer engagement • Introduction • Be where your customers are! • Four-step cycle • Attract • Convert • Retain • Recommend • Summing up • Step 8 Supply chain • Introduction • Selecting a supplier • Managing the relationship • Managing physical logistics • Summing up • Step 9 Planning and controlling • Introduction • The importance of planning • Planning elements • Analytics: measurement, reporting and controlling • Summing up • Step 10 Back office • Introduction • Human Resources • Legal • Finance • IT • Outsourcing vs in-house • Summing up • Conclusion • A dream come true... interview with Mike Clare, Founder and President of Dreams plc • Appendix • Index. ISBN - 9780749465889
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Pages : 224
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