Winning At Retail: Developing a Sustained Model for Retail Success [精装] 047147357X

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. "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 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 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. 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. Chapter 3: Cheap-Est: Winning with Price. Chapter 4: Big-Est: Winning with Dominant Assortments. Chapter 5: Hot-Est: Winning with Fashion. Chapter 6: Easy-Est: Winning with Solution-Oriented Service. Chapter 7: Quick-Est: Winning with Fast Service. Chapter 8: Putting Est to Work. Part III: The Future. Chapter 9: Est Isn’t Forever: Retail Is Tougher Than Ever. Chapter 10: Developing Tomorrow’s Hot Ideas. Chapter 11: Putting the Customer in Control. Chapter 12: A Glance at the Future. Notes. Index. 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-Mart are continuing to grab market share at an unprecedented rate, while foreign retailers with strong track records, such as Ikea, Zara, and H&M, are becoming a larger part of America’s retail landscape. Entire retail categories—such as

ISBN	047147357X
出版社	John Wiley & Sons
作者	Willard N. Ander
尺寸	16开