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. Part I: Testing the Retail Waters.
Chapter 1: Retailing: How It Really Works and How It Can Work for You.
Chapter 2: Defining Your Vision: It Starts with a Dream.
Chapter 3: Branding: Making Your Business Memorable.
Chapter 4: Get ting to Know Your Customers Before You Even Have Any.
Part II: Settin’ Up Shop.
Chapter 5: Location, Location, Location: Finding the Right Place to Do Business.
Chapter 6: Designing Stores That Work.
Chapter 7: Choosing Your Merchandise: What to Buy and Where to Find It.
Chapter 8: Get ting the Goods: Controlling Your Buying.
Part III: Detailing the Retailing.
Chapter 9: Creating the Business Plan and Structure.
Chapter 10: The F ine Print: Crossing the T’s and Dotting the I’s.
Chapter 11: Creating Your In ternal Systems: The Day-to-Day Stuff.
Chapter 12: Finding, Hiring, and Keeping a Great Staff.
Chapter 13: Money Matters: Accounting for Money Coming In and Going Out.
Part IV: Spreading the Word Without Going Broke!
Chapter 14: Generating Word-of-Mouth Advertising.
Chapter 15: Advertising Vehicles: What to Include in Your Arsenal.
Chapter 16: Signage: The Underutilized Killer Resource.
Chapter 17: Setting Up Successful Sales and Promotions.
Part V: Selling Made Simple.
Chapter 18: Selling the Soft, Suggestive Way.
Chapter 19: Visual Merchandising for the Artistically Deprived and Financially Handicapped.
Chapter 20: Selling Online: It’s an E-World.
Part VI: The Part of Tens.
Chapter 21: Ten Keys to Retailing Success.
Chapter 22: Ten Secrets of Extraordinary Customer Service.
Chapter 23: Ten Proven Management Practices.
Appendix: About the CD.
Index.
