专卖店零售
2007-3
John Wiley & Sons Inc
Schroeder, Carol L.
412
Unlike other books on retailing, Specialty Shop Retailingis aimed at the reader who has a dream of opening a store, but little background in this type of business. The book takes into account the fact that their motivation is often not primarily monetary, but rather the intangible benefits of creating your own business and working with people and products that you love. This new and improved 3rd edition includes material about selling on the Internet, including eBay storefronts; online marketing and customer service improvements; and changes in the retailing field, such as competing with big box retailers and the demise of the sales rep system.
Carol L. Schroeder is the co-owner of Orange Tree Imports, a successful gift and kitchenware store in Madison, Wisconsin. She has over three decades of experience in specialty shop retailing, beginning with the Scandinavian furniture store she and her hus
Chapter 1 Getting Started Finding Your Customers: Market Research Are You Ready for Retailing? Franchise Opportunities Buying an Existing Business Starting Small or Staying Small Writing a Successful Business Plan Selecting Your Legal Format Financing Your Business Getting the Necessary Permits and Licenses Finding the Perfect Location Naming Your Store Developing a Logo Where to Get Help Ready, Set, Go! Chapter 2 Managing Your Store’s Finances Setting Up Your Sales System Bookkeeping 101 Understanding Financial Reports Working with an Accountant Creating Budgets and Future Plans Tips for Taking Inventory Business Office Essentials The Bottom Line Chapter 3 Successful Store Design Establishing a Design Budget Updating Your Look by Remodeling The Perfect Design Concept Welcome: The Storefront and Entranceway Efficient Layout Plans Well Grounded: Flooring Materials The Backdrop: Wall Treatments Lighting for Effect A Different Kind of Overhead: Ceilings Selling on Several Levels Maximizing Merchandise Fixtures Interior Signage that Sells Checking Out the Cash Wrap Area Store Security Concerns Background Music for Shopping Pleasure Creating an Aromatic Environment Restrooms, Offices and Other Backstage Needs Chapter 4 Gathering the Goods: Merchandise Buying Targeting Your Typical Customer Establishing a Buying Budget Where to Look for Great Merchandise Knowing What to Order Determining the Quantity Stretching Your Budget By Consignment Developing Original, Exclusive Products Higher Margins through Direct Importing Keeping Inventory Under Control Seasonal Planning Tips Buying for Displays and Promotion Benefiting from Working with Sales Reps Buying Trip Tools Establishing Your Store’s Financial Credibility Using Purchase Order Forms Efficiently Professional Ordering Procedures Specifying Shipping Preferences Setting Retail Prices Developing Beneficial Vendor Relations Chapter 5 Visual Merchandising: Displays that Sell Chapter 6 Finding and Keeping Great Employees Chapter 7 Customer Service Essentials Chapter 8 Getting the Word Out: Advertising Your Shop Chapter 9 Using the Internet to Promote and Prosper Chapter 10 Creative Promotion and Publicity Chapter 11 Beating the Big Box Stores Chapter 12 Good Works are Good Business Chapter 13 Managing During Tough Times Chapter 14 Improving Sales and Profitability Chapter 15 Looking to the Future Glossary Resource Guide Index
