This comprehensive, revised edition offers how-to information for starting a small business in specialized retailing, from the mom and pop operation to a chain memorabilia store. Highly practical, it incorporates the newest developments within retail sales, including information on the changing economy (such as how e-commerce affects small business owners).

zlib/Business & Economics/Industries/Carol L. Schroeder/Specialty Shop Retailing: How to Run Your Own Store Revised_687476.pdf

Specialty shop retailing : how to run your own store : innovative ideas for retail success

Speciality shop retailing : how to run your own store

Schroeder, Carol L.

Jossey-Bass, Incorporated Publishers

John Wiley & Sons, Incorporated

WILEY COMPUTING Publisher

John Wiley & Sons, Ltd.

John Wiley and Sons Ltd

National Retail Federation series, New York, New York State, 1997

Rev. and updated ed., New York, New York State, 2002

John Wiley & Sons, Inc. (trade), New York, 2002

Revised and updated edition, New York, 2002

United States, United States of America

Rev. and updated ed, New York, c2002

Revised ed, New York, 2002(1997)

1, 2002-07-26

1, 1997-01-31

1, 2002-10-24

1, PT, 2002

0

lg258821

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Includes bibliographical references (p. 337-341) and index.

Includes bibliographical references (p. 351-356) and index.

topic: Retail trade; Specialty stores; Management; Kleinbedrijf; Detailhandel

Type: 英文图书

Bookmarks:
1. (p1) 1 Getting Started
1.1. (p2) Market Research
1.2. (p3) Are You Ready for Retailing?
1.3. (p4) Is a Franchise Right for You?
1.4. (p5) Buying an Existing Business
1.5. (p6) Writing a Business Plan
1.6. (p7) Selecting Your Business Format
1.7. (p8) Setting Up a Partnership
1.8. (p9) Financing Your Business
1.9. (p10) Permits and Licenses
1.10. (p11) Finding the Perfect Location
1.11. (p12) Naming Your Store
1.12. (p13) Developing a Logo
1.13. (p14) Stating Your Mission
1.14. (p15) Where to Get Help
1.15. (p16) Time to Get Started
2. (p17) 2 Managing Your Store's Finances
2.1. (p18) Setting Up the Cash Registers
2.2. (p19) Will That Be Cash, Check, or Charge?
2.3. (p20) Bookkeeping 101
2.4. (p21) Accounting Reports
2.5. (p22) Working with an Accountant
2.6. (p23) Budgets and Future Planning
2.7. (p24) Tips for Taking Inventory
2.8. (p25) Setting Up Your Business Office
2.9. (p26) The Bottom Line
3. (p27) 3 Store Design
3.1. (p28) Establishing a Design Budget
3.2. (p29) Remodeling Your Store
3.3. (p30) The Design Concept
3.4. (p31) The Storefront and Entrance
3.5. (p32) Layout
3.6. (p33) Flooring Materials
3.7. (p34) Wall Treatments
3.8. (p35) Lighting
3.9. (p36) Ceilings
3.10. (p37) Selling on Several Levels
3.11. (p38) Deciding What Merchandise Goes Where
3.12. (p39) Interior Signage
3.13. (p40) The Checkout Area
3.14. (p41) Security Concerns
3.15. (p42) Background Music
3.16. (p43) Creating an Aromatic Environment
3.17. (p44) Storage, Offices, Lounges, and Other Backstage Needs
4. (p45) 4 Merchandise Buying
4.1. (p46) Targeting the Typical Customer
4.2. (p47) Establishing a Buying Budget
4.3. (p48) Where to Look for Merchandise
4.4. (p49) What to Order
4.5. (p50) Determining Quantities
4.6. (p51) Buying on Consignment
4.7. (p52) Developing Your Own Products
4.8. (p53) Direct Importing
4.9. (p54) Inventory Control
4.10. (p55) Seasonal Planning
4.11. (p56) Planning for Displays and Promotion
4.12. (p57) Working with Sales Reps
4.13. (p58) Buying Trips
4.14. (p59) Credit References
4.15. (p60) The Purchase Order Form
4.16. (p61) Placing Purchase Orders
4.17. (p62) Specifying Shipping Preferences
4.18. (p63) Setting Retail Prices
4.19. (p64) Developing Vendor Relations
5. (p65) 5 Visual Merchandising
5.1. (p66) Checking in Merchandise
5.2. (p67) Pricing the Merchandise
5.3. (p68) Displaying the Merchandise
5.4. (p69) Maintaining Good Merchandising
5.5. (p70) Using Shop Windows Effectively
5.6. (p71) Display Mistakes to Avoid
5.7. (p72) Visual Merchandising in the Future
6. (p73) 6 Staffing Your Store
6.1. (p74) Do You Need Employees?
6.2. (p75) Being the Boss
6.3. (p76) Hiring for Specialized Job Functions
6.4. (p77) The Role of the Store Manager
6.5. (p78) Appealing to a Shrinking Workforce
6.6. (p79) Where to Find Good Employees
6.7. (p80) The Hiring Process
6.8. (p81) Government Forms for New Employees
6.9. (p82) The Employment Agreement
6.10. (p83) Training the New Employee
6.11. (p84) The Employee Handbook
6.12. (p85) Flexible Scheduling
6.13. (p86) Compensating Employees
6.14. (p87) Benefits and Perks
6.15. (p88) Open-Book Management
6.16. (p89) Employee Evaluations
6.17. (p90) The Legalities of Firing
6.18. (p91) The Exit Interview
6.19. (p92) Creating Team Spirit
7. (p93) 7 Customer-Friendly Policies and Services
7.1. (p94) Motivating Employees to Provide Good Customer Service
7.2. (p95) Setting Store Policies
7.3. (p96) Customer Convenience and Comfort
7.4. (p97) Services beyond the Ordinary
7.5. (p98) Evaluating Customer Service
7.6. (p99) Can You Do It All?
8. (p100) 8 Advertising Your Shop
8.1. (p101) Establishing an Advertising Budget
8.2. (p102) Targeting Your Market
8.3. (p103) Choosing the Media You Use
8.4. (p104) Using an Advertising Agency
8.5. (p105) Stretching Your Budget through Co-Op Advertising
8.6. (p106) The World of Print Advertising
8.7. (p107) Telephone Directory Advertising
8.8. (p108) Advertising in the Store
8.9. (p109) Direct Mail: Building a List
8.10. (p110) Broadcast Media: Radio
8.11. (p111) Advertising on TV
8.12. (p112) Riding the Electronic Waves: Retailing on the Internet
8.13. (p113) Evaluating Your Advertising
8.14. (p114) Advertising When Sales Are Down
8.15. (p115) Alternative Uses of Advertising
9. (p116) 9 Creative Promotion and Publicity
9.1. (p117) Sales, Sales, Sales
9.2. (p118) Promotional Methods and Ideas
9.3. (p119) Special Events to Attract Customers to Your Store
9.4. (p120) Publicity and Public Relations
10. (p121) 10 Good Works Are Good Business
10.1. (p122) Charitable Donations: What to Give and Who to Give It To
10.2. (p123) Fund-Raisers and Benefits
10.3. (p124) Selling Goods That Do Good
10.4. (p125) Environmentally Sound Retailing
10.5. (p126) Giving Something Back
10.6. (p127) Community Leadership
10.7. (p128) Giving Time
10.8. (p129) The Rewards of Giving
11. (p130) 11 Managing during Tough Times
12. (p137) 12 Looking to the Future
13. (p145) Glossary
14. (p146) Resource Guide
15. (p147) Index

theme: Retail trade; Specialty stores; Management; Kleinbedrijf; Detailhandel

SPECIALTY SHOP RETAILING......Page 4
PREFACE......Page 8
ACKNOWLEDGMENTS......Page 14
CONTENTS......Page 16
1 Getting Started......Page 22
Market Research......Page 23
Are You Ready for Retailing?......Page 27
Is a Franchise Right for You?......Page 31
Buying an Existing Business......Page 33
Writing a Business Plan......Page 35
Selecting Your Business Format......Page 36
Setting Up a Partnership......Page 38
Financing Your Business......Page 40
Permits and Licenses......Page 43
Finding the Perfect Location......Page 44
Naming Your Store......Page 48
Developing a Logo......Page 49
Stating Your Mission......Page 50
Where to Get Help......Page 51
Time to Get Started......Page 52
Setting Up the Cash Registers......Page 54
Will That Be Cash, Check, or Charge?......Page 57
Bookkeeping 101......Page 60
Accounting Reports......Page 64
Working with an Accountant......Page 65
Tips for Taking Inventory......Page 66
Setting Up Your Business Office......Page 67
The Bottom Line......Page 69
3 Store Design......Page 71
Establishing a Design Budget......Page 72
Remodeling Your Store......Page 73
The Design Concept......Page 74
The Storefront and Entrance......Page 76
Layout......Page 79
Flooring Materials......Page 81
Lighting......Page 82
Ceilings......Page 84
Selling on Several Levels......Page 85
Deciding What Merchandise Goes Where......Page 86
Interior Signage......Page 89
The Checkout Area......Page 91
Security Concerns......Page 94
Background Music......Page 95
Storage, Offices, Lounges, and Other Backstage Needs......Page 96
4 Merchandise Buying......Page 99
Targeting the Typical Customer......Page 100
Establishing a Buying Budget......Page 101
Where to Look for Merchandise......Page 103
What to Order......Page 104
Determining Quantities......Page 106
Buying on Consignment......Page 107
Developing Your Own Products......Page 108
Direct Importing......Page 110
Inventory Control......Page 112
Seasonal Planning......Page 116
Planning for Displays and Promotion......Page 119
Working with Sales Reps......Page 120
Buying Trips......Page 122
Credit References......Page 127
The Purchase Order Form......Page 130
Placing Purchase Orders......Page 132
Specifying Shipping Preferences......Page 134
Setting Retail Prices......Page 135
Developing Vendor Relations......Page 138
5 Visual Merchandising......Page 141
Checking in Merchandise......Page 142
Pricing the Merchandise......Page 148
Displaying the Merchandise......Page 151
Maintaining Good Merchandising......Page 154
Using Shop Windows Effectively......Page 155
Display Mistakes to Avoid......Page 164
Visual Merchandising in the Future......Page 165
Do You Need Employees?......Page 166
Being the Boss......Page 167
Hiring for Specialized Job Functions......Page 169
The Role of the Store Manager......Page 170
Appealing to a Shrinking Workforce......Page 171
Where to Find Good Employees......Page 172
The Hiring Process......Page 174
Government Forms for New Employees......Page 179
The Employment Agreement......Page 181
Training the New Employee......Page 184
The Employee Handbook......Page 185
Flexible Scheduling......Page 187
Compensating Employees......Page 189
Benefits and Perks......Page 193
Open-Book Management......Page 198
Employee Evaluations......Page 199
The Legalities of Firing......Page 202
Creating Team Spirit......Page 205
7 Customer-Friendly Policies and Services......Page 208
Motivating Employees to Provide Good Customer Service......Page 210
Setting Store Policies......Page 213
Customer Convenience and Comfort......Page 222
Services beyond the Ordinary......Page 225
Evaluating Customer Service......Page 242
Can You Do It All?......Page 243
8 Advertising Your Shop......Page 244
Establishing an Advertising Budget......Page 245
Targeting Your Market......Page 246
Choosing the Media You Use......Page 247
Using an Advertising Agency......Page 248
Stretching Your Budget through Co-Op Advertising......Page 249
The World of Print Advertising......Page 252
Telephone Directory Advertising......Page 256
Advertising in the Store......Page 257
Direct Mail: Building a List......Page 260
Broadcast Media: Radio......Page 266
Advertising on TV......Page 268
Riding the Electronic Waves: Retailing on the Internet......Page 269
Evaluating Your Advertising......Page 277
Alternative Uses of Advertising......Page 278
9 Creative Promotion and Publicity......Page 280
Sales, Sales, Sales......Page 281
Promotional Methods and Ideas......Page 284
Special Events to Attract Customers to Your Store......Page 290
Publicity and Public Relations......Page 299
Charitable Donations: What to Give and Who to Give It To......Page 304
Fund-Raisers and Benefits......Page 308
Selling Goods That Do Good......Page 309
Environmentally Sound Retailing......Page 310
Giving Something Back......Page 317
Community Leadership......Page 320
The Rewards of Giving......Page 322
11 Managing during Tough Times......Page 324
Crime, Disasters, and Other Crises: Insurance and Prevention......Page 325
Customers Can Be Trouble......Page 333
Personnel Woes......Page 335
When Your Business Is in Financial Trouble......Page 337
Responding to Bad Publicity......Page 340
Keeping an Upbeat Attitude......Page 341
12 Looking to the Future......Page 343
Small Can Be Beautiful......Page 344
Multiple Stores: Growing Your Business......Page 345
Moving On......Page 349
Life Planning Issues for Specialty Shop Owners......Page 353
Running the Mature Business......Page 356
Retailing for the Future......Page 357
Glossary......Page 358
Resource Guide......Page 372
Index......Page 378

Innovative Ideas for Retail Success "A well-written book that covers all aspects of specialty retailing. A wonderful resource for anyone in retail or thinking about opening a shop."--Kim Mack, Vice President, Crabtree & Evelyn "Specialty Shop Retailing is a bonanza of savvy ideas and an excellent road map to success in specialty retailing ... Schroeder apparently has done it all, or most-and, thankfully, shes willing to share it with the rest of us!"--Phyllis Sweed, former editor in chief, Gifts and Decorative Accessories "Everything you wanted to know about specialty retailing you can learn right here ... A must-read by all prospective owners and all key employees ... Add your own creativity and fun, and you have the formula for SUCCESS!" -Joan F. Gillman, University of Wisconsin School of Business-Madison "The first book you should read if you want to open a successful retail specialty shop, and a must book to read if you want to compare your store with one of the best in the field." -Bill Haefling, President, Haefling & Haefling, Inc. "If you plan to open a specialty retail store, this book is a must! ... I guarantee that those with existing retail operations, regardless of the maturity of the business, will also benefit from this book. Enjoyable reading!" -Anne McGilvray, Anne McGilvray & Company "Carol Schroeders insightful and humorous approach, combined with her broad human understanding and expertise, make for enjoyable as well as instructive reading. This book is essential for anyone who is considering opening a retail store." -William E. Little Jr., Chairman, George Little Management, Inc

Innovative Ideas for Retail Success "A well-written book that covers all aspects of specialty retailing. A wonderful resource for anyone in retail or thinking about opening a shop."--Kim Mack, Vice President, Crabtree & Evelyn "Specialty Shop Retailing is a bonanza of savvy ideas and an excellent road map to success in specialty retailing ... Schroeder apparently has done it all, or most-and, thankfully, shes willing to share it with the rest of us!" -Phyllis Sweed, former editor in chief, Gifts and Decorative Accessories "Everything you wanted to know about specialty retailing you can learn right here ... A must-read by all prospective owners and all key employees ... Add your own creativity and fun, and you have the formula for SUCCESS!" -Joan F. Gillman, University of Wisconsin School of Business-Madison "The first book you should read if you want to open a successful retail specialty shop, and a must book to read if you want to compare your store with one of the best in the field." -Bill Haefling, President, Haefling & Haefling, Inc. "If you plan to open a specialty retail store, this book is a must! ... I guarantee that those with existing retail operations, regardless of the maturity of the business, will also benefit from this book. Enjoyable reading!" -Anne McGilvray, Anne McGilvray & Company "Carol Schroeders insightful and humorous approach, combined with her broad human understanding and expertise, make for enjoyable as well as instructive reading. This book is essential for anyone who is considering opening a retail store." -William E. Little Jr., Chairman, George Little Management, Inc

This comprehensive, revised edition offers how-to information for starting a small business in specialized retailing, from the "mum-and-dad" operation to a chain memorabilia store. It offers guidance on buying merchandise, sales forecasting, inventory management, staffing, promotion and advertising and customer service. Highly practical, it incorporates the new developments within retail sales, including information on the changing economy (such as how e-commerce affects small business owners)

This book is heavy on motivation and light on actual how-to. If you need cheerleading about how necessary passion for retailing and customer service is to be successful, then this book is for you. If you are looking for specific information and resources on how to start and run a successful specialty store, then this is not for you.

2010-05-31