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Retail 101: The Guide to Managing and Marketing Your Retail Business

Book Description

YOU CAN COMPETE WITH THE BIG-BOX STORES!

Whether you're a seasoned merchant or retail newbie, Retail 101 is the guide you need to successfully manage, market, and grow your retail business, brick and mortar or online. From two of today's top retail thought leaders, Retail 101 serves both as a strategic planning guide and as a hands-on practical reference that answers your critical questions along the way.

"The ultimate how-to guide for independent retailers. Each chapter addresses a vital ingredient for retail success, including helpful ideas, useful lists, and action guides." -- Ted Teele, Chief Executive Officer, SnapRetail

"While small retailers may feel like an endangered species, those who read this practical guidebook to retail survival will come away confident that they have unique assets they can turn into sustainable profits." -- Molly Love Rogers, President and CEO of Internet Retailer

"If you've ever felt alone or frustrated building your business, read this book today!" -- Joe Abraham, founder of BOSI Global, author of Entrepreneurial DNA

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Acknowledgments
  7. Introduction
  8. Part I: Being Indie in a Big-Box World
    1. 1. Standing Out among the Crowd
      1. Action Guide
    2. 2. Stepping Outside Your Comfort Zone
      1. Habits of Successful Retailers
      2. Action Guide
    3. 3. Leaning on Outside Organizations
      1. Getting Involved with Outside Organizations
      2. Benefits That Organizations May Offer
      3. Action Guide
    4. 4. Identifying Your Unique Store Story
      1. Creating an Inventory Assortment That Stands Out
      2. Unique Traits of Your Store
      3. General Interview Questions for Potential Employees
      4. Action Guide
  9. Part II: Practical Steps to Increase Your Store Visibility and Sales
    1. 5. Sourcing Products Through Trade Shows and the Internet
      1. Benefits of Sourcing as a Retailer
      2. Working with Wholesalers
      3. Understanding the Value of Trade Shows
      4. Managing Orders Placed at Shows
      5. Using Online Sourcing Platforms
      6. Action Guide
    2. 6. Buying for Customers Versus Yourself
      1. Understanding the Basics of Retail Math
      2. Introducing Customer Feedback for Inventory Management
      3. Using Point-of-Sale Software to Help Manage Inventory
      4. Action Guide
    3. 7. Selling Your Products
      1. Introducing and Managing Store Events
      2. Highlighting Inventory Through Displays
      3. Using Modern Technology in Your Store
      4. Identifying Whether Mobile Commerce Matters
      5. Action Guide
    4. 8. Applying Press and Marketing to Your Business
      1. Using E-mail to Communicate Store Messages
      2. Using the Internet as a Marketing Platform
      3. Resources Every Independent Retailer Should Know About
      4. Action Guide
  10. Part III: Making a Mark in the Economy
    1. 9. Making Your Presence Online
      1. Embracing E-commerce
      2. Social Media in Today’s Retail Marketplace
      3. Action Guide
    2. 10. Taking Part in Shop-Local Initiatives
      1. Understanding Buy-Local Campaigns
      2. Finding Success Through Small-Business Saturday
      3. Introducing Commerce and Charity
      4. Action Guide
    3. 11. A Crystal Ball for Independent Retailers
      1. The Future of Independent Retail
      2. The Future Beyond Technology
      3. When Retail Isn’t in Your Future
      4. Parting Words from Jason Prescott
      5. Parting Words from Nicole Leinbach Reyhle
  11. Conclusion
  12. Appendix A: Resources for Independent Retailers
  13. Appendix B: Common Retail Terms and Definitions
  14. Notes
  15. Index
  16. About the Authors