Smart Retail
How to Turn Your Store into a Sales Phenomenon

By Richard Hammond
Pearson Education / Financial Times
December 2003
ISBN: 0-273-67521-4
176 Pages, Illustrated, 6 ¼" x 9 ¼"
$47.50 paper original

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Retail is amazing. It's immediate, exciting, risky - and downright tough. Running shops gets into your bloodstream. But even though retail has been credited for saving whole economies, it is still possibly the least understood of all business practices. This 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 energized 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.

Contents
How to accelerate with Smart Retail
1 Rolling snowballs and reading stores Turning the things we see into things we do
2 Naked passion makes us great Passion to make things better
3 Rising above the crowd More thoughts on pitching ideas
4 How to build a great store culture Cornerstone 1 The Mission Cornerstone 2 Respect Cornerstone 3 Recognition Cornerstone 4 Team Building
5 How to get people out of bed Show me the money The stick to your carrot Treat me like a grown up Lets have a laugh now
6 All we need is a little better every time Statisticians are blind Go with your gut feel Room for improvement Customers
7 How to make more money The four rules of performance improvement Great customer service
8 Where competitive advantage comes from Price led positioning Value and bargains
9 Promote or die 27 Promotions Learning from the hardcore street retailers Creating sale closers
10 Marketing for real people Marketing things to make & do Easy ABC database marketing Keeping track Store 11 Store environment Look and feel The best and the worst store environments Surprise and delight

Appendix I Team meetings Appendix II My favourite retailers Appendix III Books for retailers Epilogue Bloody hell what just happened?

Reviews
"A really practical and helpful guide, essential reading for anyone involved in retailing." Charles Dunstone, CEO, The Carphone Warehouse "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, Executive Director, Marks and Spencer (former Chief Executive, Selfridges) "A book about doing it." Allan Leighton, Chairman, Royal Mail (former CEO, ASDA). "Very much to the point and a great practical guide to retailing." John Thornton, Chairman of Thorntons ‘I thoroughly enjoyed every minute of it.’ Simon Stephens, District Manager, Sunglass Hut ‘This is a great book which delivers sensible pragmatic advice applicable to all retail sectors at all levels’ James Heneage, Managing Director and Founder, Ottakars plc

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