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Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customers' Attention and Raising Profits

ISBN: 978-0-470-44506-8
272 pages
November 2008
Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customers
An introduction to greentailing and the five other biggest trends in the retail business

In their newest book on retailing, authors Stern and Ander examine the revolutions occurring in the retail marketplace, with particular emphasis on the influential green trend in retailing, or Greentailing. Greentailing is capitalizing on the huge and growing demand for organic, sustainable and wellness-related products. As it evolves, greentailing will force both suppliers and retailers alike in every category to take notice. Leading edge greentailers like Whole Foods and Wal*Mart continue to grow and innovate at rates much faster than traditional competitors, and are forcing competitive responses. The authors explain how any retail store or manufacturer can implement these ideas and raise profits, using case studies from successful greentailers.

In addition to greentailing, the book examines five other top retail trends:

  • Demographic Shifts Provide Retail Opportunities

  • Moving Up the Ladder—Growth of Experiential Retailing—How to Drive Sales and Profits Beyond Price

  • Getting Outside the Box—New Ways to Reach the Consumer—The Growth of Non-Store Retailing

  • Selling Services, Not Just products

  • Brands Going Retail—The Battle for Control of the Customer

Very much a follow up to their first book, Winning at Retail: Developing a Sustained Model for Retail Success, Greentailing and Other Revolutions in Retail addresses all the latest trends in the retail industry and presents unbeatable advice on quickly responding to changes in customer demographics and competition. Retail is all about the customer, and as customers and their tastes change, this one-of-a-kind resource shows retailers and manufacturers how to keep up and innovate.

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Preface

Introduction—What's Going to Revolutionize Retailing In The Future ?

Compressed Life Cycle.

Chapter One. Inflection Points in Retailing.

Inflection Point Model.

Create or React.

What's Involved in Getting It Right?

How Do You Know if You're on the Right Path?

Chapter Two. Trends are Interconnected.

Start with the Customer, Please!

Power of Demographics.

Consumer Behavior Changes and Demography.

Disrupters and Accelerants.

Putting It All Together.

Chapter Three. Greentailing 2.0—The Second Generation of Green.

Greentailing 2.0—Defined.

Beware Greenwashing.

The Green Movement.

Greentailers Abroad.

What Are The Key Elements Of Greentailing?

Think Green.

Act Green.

Sell Green.

Convey Green.

Chapter Four. The Consumer's View on Green.

Green Practices:

Where the Rubber Hits the Road—What Matters Most.

Chapter Five. Greentailing In Action—Case Studies.

Apparel, Home, and Specialty Retail.

Buffalo Exchange—Renewable Green.

Pivot Boutique—A Green Entrepreneur.

Nau—And the Dangers of Getting Ahead of the Curve.&

Williams-Somona, Inc.

Big Box Retailers.

The Home Depot's Eco Options Program.

Wal-Mart's Real Green Efforts.

Target.

Staples.

Office Depot.

Grocery.

Whole Foods Market—Greentailing's Poster Child.

Safeway.

PCC Natural Markets.

Trader Joe's.

Suppliers.

Method and Cleaner Cleaning Supplies—Eco-Hip.

Unilever.

Apple.

Greener Outdoors.

Timberland.

REI.

Nike.

Gaiam.

Greener Buildings.

Green Exchange.

Chapter Six. Putting Green Practices into Action.

Thinking Green.

Incorporate Green Initiatives into Your Mission and Core Values.

Develop Green Advocates within Your Organization.

Acting Green.

Design Environmentally and Energy Efficient Buildings.

Develop Efficient Methods For Dealing with Waste

Promote Eco-Friendly Packaging.

Convert To Energy-Conscious Fleets.

Offset Carbon Emissions.

Get Involved.

Selling Green.

Source and Promote Products That Are Environmentally Responsible.

Conveying Green.

Corporate Social Responsibility.

Green Communication Systems.

Encourage Transparent Policies.

Be Charitable.

Summary.

Chapter Seven. The Hot Five— Other Revolutionary Themes in Retail.

The Hot Zone.

Chapter Eight. Demographic Shifts Provide Retail Opportunities.

A Look at U.S. Demographic Trends.

Capitalizing on Future Demographic Shifts.

Getting to Where the Puck is Going to Be…Ahead of the Big Demographic Shifts.

Beyond Demographics: The Significance of Lifestyle, Attitudes and Values.

Time Compression.

Customers in Comtrol.

Chapter Nine. Moving Up the Ladder—Growth of Experiential Retailing—How to Drive Sales and Profits beyond Price.

Lululemon Athletica—A New Breed of Experiential Retailer.

Oops—Paiva Didn't Deliver on Experience.

Who Else Gets Experience?

Chapter Ten. Getting Outside the Box—New Ways to Reach the Consumer—The Growth of Nonstore Retailing.

Intelligent MultiChannel.

JCPenney.

Williams-Sonoma Inc.

Popping Up All over the Place.

Launching Brands Directly.

Bare Escentuals.

The Pampered Chef.

Creative Memories.

Other Non-Store Retailing Channels.

Reaching Consumers in New and Reinvented Ways.

Chapter Eleven. Selling Services, Not Just Products.

Democratization of Service.

Demographic Shifts.

Services Are Clearly Outpacing Retail Growth.

PetSmart and the “Humanization” of Pets.

Softer Side of Services.

Retail Clinics—Affordable Diagnosis and Cure In One Spot.

Financial Services.

So What's Next?

Chapter Twelve. Brands Going Retail—The Battle for Control of the Customer.

Blame Apple (or Coach), but Blame Someone.

Why Do Brands Go Retail?

What's Needed for Long-Term Success?

Chapter Thirteen. 12 Rules of Successful Retail Innovation.

Chapter Fourteen. Looking back and Looking Forward.

Notes.

Index.

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Neil Z. Stern is Senior Partner at McMillan| Doolittle, one of America's leading retail consultancies, and an authority on retail trends. He has developed retail strategies for such companies as McDonald's, T-Mobile, Harris Teeter, and Procter & Gamble.

Willard N. Ander is Senior Partner at McMillan| Doolittle. He focuses on retail concept development and assessment and is a frequent speaker at retailing seminars and conferences. He has worked with such clients as Saturn, BP Amoco, Lowe's, and Harley- Davidson.

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