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How to Succeed at Retail

Winning Case Studies and Strategies for Retailers and Brands

Keith Lincoln, Lars Thomassen

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. It identifies key factors that can lead to retail success, and is essential reading for anyone in any company who wants to increase the sales of branded products.

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EAN: 9780749455941

Edition: 1

Published: 03 May 2009

Format: 234 x 156

224 pages

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About the book

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.

Featured case studies: Apple; Assa Abloy; Bose; Courvoisier; Dyson; Easyjet; Gillette; Gooh!; Guiness; Hennes & Mauritz; Holland & Holland; Innocent; Karmaloop; Oliviers & Co; P&G; Peroni; Red Bull; REI; Senseo; Starbucks; Superquinn; Tchibo; Whole Foods Market; Yoyamart; Zara.

About the authors

Keith Lincoln has worked in international communications and branding for nearly thirty years. He is an author, keynote speaker and business advisor to leading international companies, and a visiting lecturer at INSEAD Business School and London Business School. He can be reached at klincoln.retailization@gmail.com. Lars Thomassen has worked in advertising for over 30 years, most recently at BBDO, where he was involved in the development of many major global brands. He is now CEO of Walls, a leading international property developer.

Keith Lincoln

Lars Thomassen

Section - ONE: How to succeed by becoming REobsessed;
- Chapter - 01: REsolving the big squeeze;
- Chapter - 02: REflating the brand;
- Chapter - 03: REassessing the shopper;
- Chapter - 04: REconnecting to the shopper;
- Chapter - 05: REevaluating the shopping experience;
- Chapter - 06: REstorming the trends;
- Chapter - 07: REcreating the brand message;
- Chapter - 08: REflagging it;
- Chapter - 09: REtrying again and again;
- Chapter - 10: REstoring your ethics;
Section - TWO: How to succeed by winning;
- Chapter - 11: The companies doing it right;
- Chapter - 12: Becoming a retail phenomenon;
Section - THREE: How to succeed operationally;
- Chapter - 13: A source of light;
- Chapter - 14: REtailizing the brand;
- Chapter - 15: Postscript… eat or be eaten!