专卖店零售

内容概要

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

书籍目录

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

作者简介

Unlike other books on retailing,  Specialty Shop Retailing is 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.

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