基本信息·出版社：John Wiley & Sons ·页码：272 页 ·出版日期：2004年06月 ·ISBN：047147357X ·条形码：9780471473572 ·版本：第1版 ·装帧：精装 ...
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Winning At Retail: Developing a Sustained Model for Retail Success |
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Winning At Retail: Developing a Sustained Model for Retail Success |
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基本信息·出版社：John Wiley & Sons
·页码：272 页
·出版日期：2004年06月
·ISBN：047147357X
·条形码：9780471473572
·版本：第1版
·装帧：精装
·开本：16开 Pages Per Sheet
·外文书名：零售宝典
内容简介 在线阅读本书
"Winning at Retail offers the most effective strategies available for retailers. At McDonald’s, the ‘Quick-EST’ model is crucial, because being close and convenient to where our customers live, work, and shop helps us create maximum value. If you want to harness your company’s strengths to become a leader in your category–and stay in tune with what your customers want–this is the book for you."
–Jim Rand, Senior Vice President of Business Development, McDonald’s Corporation
"Winning at Retail provides a thoughtful approach to retail differentiation. Ander and Stern warn of the ‘treacherous middle’ into which retailers too easily drift. They inspire us to avoid this peril through case studies of retailers who have assumed leadership through courageous choice."
–Robert L. Price, Senior Vice President and Chief Marketing Officer, Wawa
"In a difficult retail environment, this book provides crucial guidance for staying on top of your competition–by taking the customer seriously and leveraging your strengths to provide experiences that increase customer loyalty. Will Ander and Neil Stern elegantly argue that you can’t always be the biggest, fastest, and trendiest place on the block, but it takes only one of these ‘Ests’ to be a category leader. Businesses big and small can benefit from the carefully distilled lessons in this book."
–Bernd Schmitt, Professor of Marketing, Columbia Business School and author of Customer Experience Management
In Winning at Retail, two prominent retail consultants offer strategies for retailers and chains suffering at the hands of decreased sales numbers. Using case studies from such success stories as Costco, Target, and Walgreens, they cover customer service, retail strategy, demographics, and the latest trends in retailing. For retailers to survive, they must adapt to the new realities of the marketplace. McMillan?s cutting-edge advice and the unique "EST" model in this book shows them how.
作者简介 WILLARD N. ANDER is a Partner with McMillan|Doolittle, a global retail consultancy with clients around the world. He consults on strategy, new store development, and retail best practices with such clients as General Motors, Publix, Lands’ End, McDonald’s, Best Buy, The Great Indoors, and BP/Amoco. He is a graduate of Stanford University and a former assistant professor at the University of Houston.
NEIL Z. STERN is a Senior Partner with McMillan|Doolittle who specializes in the strategic planning and development of new retail concepts. His clients include Safeway, Procter & Gamble, Harris Teeter, Wawa, Radio Shack, and Chevron/Texaco. He is the Editor of McMillan|Doolittle’s Retail Watch newsletter and is a graduate of Columbia University.
媒体推荐 书评
“Winning at Retail offers the most effective strategies available for retailers. At McDonald’s, the ‘Quick-EST’ model is crucial, because being close and convenient to where our customers live, work, and shop helps us create maximum value. If you want to harness your company’s strengths to become a leader in your category–and stay in tune with what your customers want–this is the book for you.”
——Jim Rand, Senior Vice President of Business Development, McDonald’s Corporation
“Winning at Retail provides a thoughtful approach to retail differentiation. Ander and Stern warn of the ‘treacherous middle’ into which retailers too easily drift. They inspire us to avoid this peril through case studies of retailers who have assumed leadership through courageous choice.”
——Robert L. Price, Senior Vice President and Chief Marketing Officer, Wawa
“In a difficult retail environment, this book provides crucial guidance for staying on top of your competition–by taking the customer seriously and leveraging your strengths to provide experiences that increase customer loyalty. Will Ander and Neil Stern elegantly argue that you can’t always be the biggest, fastest, and trendiest place on the block, but it takes only one of these ‘Ests’ to be a category leader. Businesses big and small can benefit from the carefully distilled lessons in this book.”
——Bernd Schmitt, Professor of Marketing, Columbia Business School and author of Customer Experience Management
编辑推荐 "Winning at Retail offers the most effective strategies available for retailers. At McDonald’s, the ‘Quick-EST’ model is crucial, because being close and convenient to where our customers live, work, and shop helps us create maximum value. If you want to harness your company’s strengths to become a leader in your category–and stay in tune with what your customers want–this is the book for you."
–Jim Rand, Senior Vice President of Business Development, McDonald’s Corporation
"Winning at Retail provides a thoughtful approach to retail differentiation. Ander and Stern warn of the ‘treacherous middle’ into which retailers too easily drift. They inspire us to avoid this peril through case studies of retailers who have assumed leadership through courageous choice."
–Robert L. Price, Senior Vice President and Chief Marketing Officer, Wawa
"In a difficult retail environment, this book provides crucial guidance for staying on top of your competition–by taking the customer seriously and leveraging your strengths to provide experiences that increase customer loyalty. Will Ander and Neil Stern elegantly argue that you can’t always be the biggest, fastest, and trendiest place on the block, but it takes only one of these ‘Ests’ to be a category leader. Businesses big and small can benefit from the carefully distilled lessons in this book."
–Bernd Schmitt, Professor of Marketing, Columbia Business School and author of Customer Experience Management
目录 Preface.
Acknowledgments.
Part I: The Theory.
Chapter 1: Est: A Compass to Avoid Retail’s Black Hole.
Chapter 2: Customers Are #1—Now It’s Time for Retailers to Start Treating Them That Way.
Part II: The Practice.
……
文摘 Excerpt
The Theory
CHAPTER ONE
EST: A COMPASS
TO AVOID RETAIL’S
BLACK HOLE
Beware the Black Hole!
The Black Hole is the place where retail companies that are
no longer relevant to customers go to die. As you may recall from
high school physics, a black hole is a region in space where the gravitational pull is so strong that not even light can escape. That is also
an apt description for retailers that have not established themselves as
the best store for customers looking to fulfill a specific need: Once
they are in the Retail Black Hole, it’s next to impossible to get out.
In recent years, the number of retailers entering the Black Hole
increased as store productivity slowed and competition increased.
Not only the small, regional chains were failing. Big-name retailers
with hundreds of stores—some nationwide—were going out of
business.
Chapter 11 bankruptcy has become practically a household
phrase among U.S. consumers, with Kmart filing the largest such
case in business history. Unfortunately, so-called Chapter 22 is
becoming nearly as common—retailers who restructured their businesses once, only to meet the same bankruptcy fate a few years later
down the line.
WINNING AT RETAIL
Frankly, it made our Black Hole presentations better, and we
spend more than our fair share of time working with the press to
explain what these failures mean to retailing and to consumers. It
also became clear to us that these stores were failing because they
were not properly responding to the way customers were changing:
They had not become best at anything (or had ceased to fill that
role) for customers.
Now, because of the Internet, extraordinary access to capital, and
nearly instantaneous worldwide communications, retail change is
happening faster than ever. Winning chains such as Wal-Mar
……
