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Retail Business Kit For Dummies, 2nd Edition

Retail Business Kit For Dummies, 2nd Edition

Rick Segel

ISBN: 978-0-470-52575-3

Mar 2009

408 pages



Whether you’re a novice or a seasoned retail entrepreneur, Retail Business Kit For Dummies shows you how to start and run your business in today’s retail marketplace—from your original dream and the day-to-day operation to establishing a connection with customers and increasing your sales, both on the Web and at a brick-and-mortar shop.

In this practical, how-to guide, retail expert Rick Segel shares his expertise and reveals what it takes to be successful. You’ll get a handle of the basics of launching and growing your business, from writing a business plan and finding a great location to hiring and keeping great staff. Find out how to meet and exceed customer expectations, create a positive shopping experience, provide top-notch customer service, and earn customer loyalty.  Discover how to:

  • Launch a successful independent retail business
  • Create a Web site that shines
  • Connect with customers and increase sales
  • Handle legal and accounting issues
  • Design stores that really work
  • Practice the 10 keys to retail selling
  • Use management practices proven in the trenches
  • Make visual merchandising work for you

Make your new venture succeed beyond your wildest dreams with a little help from Retail Business Kit For Dummies!

Note: CD-ROM/DVD and other supplementary materials found in the print version of this title are not included as part of eBook file.


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: Get ting to Know Your Customers Before You Even Have Any.

Part II: Settin’ Up Shop.

Chapter 5: Location, Location, 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: Get ting the Goods: Controlling Your Buying.

Part III: Detailing the Retailing.

Chapter 9: Creating the Business Plan and Structure.

Chapter 10: The F ine Print: Crossing the T’s and Dotting the I’s.

Chapter 11: Creating Your In ternal 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.

Appendix: About the CD.