How to Succeed at Retail
How to Succeed at Retail examines - through 25 winning international case studies, from Apple to Zara - how the world’s most successful brands sell themselves to today’s increasingly demanding shoppers.
Who are the world’s best retail brands? Is there a formula for success you can learn from?
How to Succeed at Retail helps you find the key factors that will make you successful. Building on the process introduced in the international bestseller Retailization, it begins by encouraging you to become ‘retail obsessed’ and to think strategically, creatively and operationally in a retail context. It then illustrates success in action with 25 winning international case studies that show you some inspirational ways forward. Fast-paced and accessible, it concludes with an operational methodology which can be applied to any and every business.
By introducing you to new ideas, winning cases and real tools, How to Succeed at Retail will help you to develop and implement an actionable brand vision. An accompanying website provides access to further case studies, strategies, tools and downloads.
REVIEWS :“The case histories in this book transform retailization from a
theory to a practical management tool.”
Martin West, CEO, Ashdown Group
“Essential reading for executives of brand manufacturers and
retailers alike.”
Mathias Dittrich, Marketing Director, DLF, Sweden
Hardback, 224 Pages, Dimensions 234 x 156 MM Language English.
Apple;
Assa Abloy; Bose;
Courvoisier; Dyson;
Easyjet;
Gillette;
Gooh!;
Guinness;
Hennes & Mauritz;
Holland & Holland;
Innocent;
Karmaloop;
Oliviers & Co.;
P&G;
Peroni;
Red Bull;
REI;
Senseo;
Starbucks;
Superquinn;
Tchibo;
Whole Foods Market;
Yoyamart;
Zara.
Keith Lincoln has been working in communications for nearly 30 years. He is well known as the author of numerous ground breaking global trend studies. Keith is a former strategy manager for General Foods Europe, board director of WCRS advertising in the United Kingdom, Senior Vice President of BBDO New York, and Executive Vice President of Young and Rubicam Europe. He has won a gold US EFFIE for his work on Gillette. Keith has run his own dedicated international brand consultancy, FACES International, for the last eight years, and is a visiting lecturer at INSEAD.
Lars Thomassen started his career in advertising 30 years ago and he has been involved in communications ever since. In 1979 he co-founded Henriksen & Sieling (later BBDO Denmark). In 1998 Lars was appointed as the Vice President BBDO Europe and he became the Director of the Nordic, Central and Eastern regions of BBDO. Along with his work as a board director of BBDO Worldwide, Lars has been involved with the development of many major global brands.