Whether you’re a novice or a seasoned retail entrepreneur, Retail Business Kit For Dummies shows you how to start and run your business in today’s retail marketplace—from your original dream and the day-to-day operation to establishing a connection with customers and increasing your sales, both on the Web and at a brick-and-mortar shop. In this practical, how-to guide, retail expert Rick Segel shares his expertise and reveals what it takes to be successful. You’ll get a handle of the basics of launching and growing your business, from writing a business plan and finding a great location to hiring and keeping great staff. Find out how to meet and exceed customer expectations, create a positive shopping experience, provide top-notch customer service, and earn customer loyalty. Discover how to:
- Launch a successful independent retail business
- Create a Web site that shines
- Connect with customers and increase sales
- Handle legal and accounting issues
- Design stores that really work
- Practice the 10 keys to retail selling
- Use management practices proven in the trenches
- Make visual merchandising work for you
Make your new venture succeed beyond your wildest dreams with a little help from Retail Business Kit For Dummies!
Note: CD-ROM/DVD and other supplementary materials found in the print version of this title are not included as part of eBook file.
Table of Contents:
Introduction 1
Part I: Testing the Retail Waters 5
Chapter 1: Retailing: How It Really Works and How It Can Work for You 7
Chapter 2: Defining Your Vision: It Starts with a Dream 17
Chapter 3: Branding: Making Your Business Memorable 27
Chapter 4: Getting to Know Your Customers Before You Even Have Any 37
Part II: Settin’ Up Shop 49
Chapter 5: Location, Location, Location: Finding the Right Place to Do Business 51
Chapter 6: Designing Stores That Work 71
Chapter 7: Choosing Your Merchandise: What to Buy and Where to Find It 85
Chapter 8: Getting the Goods: Controlling Your Buying 97
Part III: Detailing the Retailing 119
Chapter 9: Creating the Business Plan and Structure 121
Chapter 10: The Fine Print: Crossing the T’s and Dotting the I’s 141
Chapter 11: Creating Your Internal Systems: The Day-to-Day Stuff 163
Chapter 12: Finding, Hiring, and Keeping a Great Staff 183
Chapter 13: Money Matters: Accounting for Money Coming In and Going Out 201
Part IV: Spreading the Word Without Going Broke! 217
Chapter 14: Generating Word-of-Mouth Advertising 219
Chapter 15: Advertising Vehicles: What to Include in Your Arsenal 231
Chapter 16: Signage: The Underutilized Killer Resource 251
Chapter 17: Setting Up Successful Sales and Promotions 273
Part V: Selling Made Simple 295
Chapter 18: Selling the Soft, Suggestive Way 297
Chapter 19: Visual Merchandising for the Artistically Deprived and Financially Handicapped 309
Chapter 20: Selling Online: It’s an E-World 319
Part VI: The Part of Tens 339
Chapter 21: Ten Keys to Retailing Success 341
Chapter 22: Ten Secrets of Extraordinary Customer Service 347
Chapter 23: Ten Proven Management Practices 351
Appendix: About the CD 357
Index 369
