Retail Marketing Skills

Retail marketing is comprised of the activities related to selling products directly to consumers through channels such as stores, malls, kiosks, vending machines or other fixed locations, according to the Free Dictionary. In contrast, direct marketing to consumers attempts to complete a sale through phone, mail or website sales.

The successful implementation of the components of the traditional marketing mix (product, place, price and promotion) is essential for success in retail marketing. The savvy marketer must have a thorough understanding of his or her customers to answer the questions that are implied by each of the 4 P’s.

Key Learning points:

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: Getting to Know Your Customers before You Even Have Any
  

Part II: Setting’ Up Shop

•  Chapter 5: Location, Location, And 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: Getting the Goods: Controlling Your Buying
  

Part III: Detailing the Retailing

• Chapter 9: Creating the Business Plan and Structure
• Chapter 10: The Fine Print: Crossing the T’s and Dotting the I’s
• Chapter 11: Creating Your Internal 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