How to Succeed at Retail : Winning Case Studies and Strategies for Retailers and Brands

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  • Format: Paperback
  • Copyright: 2009-06-01
  • Publisher: Kogan Page Ltd

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Who are the world's best retail brands? Is there a formula for success you can learn from?How to Succeed at Retailhelps 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 Retailwill 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.

Author Biography

Keith Lincoln and Lars Thomassen co-authored Retailization (2006), which is now in its third printing and has been translated into Japanese, Danish, Russian, and Chinese.  Lincoln has worked in international communications and branding for nearly thirty years with Gillette, Nike, and LEGO.  Thomassen is a leading Danish advertising and communications director.

Table of Contents

Preface... to succeed or not!p. x
Acknowledgementsp. xiii
How to succeed by becoming REobsessedp. 1
REsolving the big squeezep. 3
The squeeze continues...p. 3
Retailer squeezep. 4
Shopper squeezep. 11
Private squeezep. 15
Media squeezep. 23
Other major changes are on the wayp. 26
REflating the brandp. 27
Co-opetition is the way forwardp. 29
Use REinvention as the trigger for co-opetitionp. 29
Co-create the co-opetitionp. 34
REassessing the shopperp. 35
RE-mep. 35
Mass market to mass of nichesp. 40
REconnecting to the shopperp. 42
REevaluating the shopping experiencep. 48
PRISMp. 51
Brand Shoppability Index™p. 53
REstorming the trendsp. 56
REcreating the brand messagep. 61
The big retail ideap. 61
But, ideas don't grow on trees... REstormp. 62
Ideas into actionp. 62
REvisiting retailizationp. 65
Active retail thinkingp. 66
From USP to RSPp. 69
The retail circle of opportunityp. 71
One word for allp. 71
REflagging itp. 75
The flagship store of the pastp. 75
Some interesting examplesp. 76
Guidelines for future REflaggingp. 78
REtrying again and againp. 82
How to succeed in retail by really tryingp. 82
REstoring your ethicsp. 87
How to succeed by winningp. 93
The companies doing it rightp. 95
Learning from the winnersp. 95
Who would you rather be?p. 96
Who would you rather not be?p. 96
The choice is yours!p. 96
Becoming a retail phenomenonp. 99
A unique global analysis of the brands that are truly succeeding at retailp. 100
The role of retailization?p. 100
How to identify a winnerp. 102
Our winners analysisp. 103
Our retail winners: who, why and howp. 166
Succeeding in the futurep. 167
How to succeed operationallyp. 171
A source of lightp. 173
REtailizing the brandp. 178
REthink - Step 1: Understanding our shelfp. 178
REthink - Step 2: Stealing choicep. 179
REthink - Step 3: Leveraging the shopperp. 182
REimagine - Step 4: Maximizing product impactp. 184
REimagine - Step 5: Maximizing retail impactp. 185
REstructure - Step 6: Communicating to shoppersp. 187
REstructure - Step 7: Retailizing your organizationp. 188
REeducate - Step 8: Building the retail visionp. 190
REeducate - Step 9: Identifying and specifying the retail visionp. 191
REeducate - Step 10: Retail vision education and disseminationp. 191
REevolve - Step 11: Evolving retailizationp. 192
Postscript... eat or be eaten!p. 195
How to succeed by being in a RE worldp. 200
How to succeed by knowing what's going onp. 201
How to succeed by referencingp. 201
Indexp. 205
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