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Unlike other books on retailing, Specialty Shop Retailingis aimed at the reade***ho 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.

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 C***ignment

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 Relati***

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

Carol L. Schroeder is the co-owner of Orange Tree Imports, a successful gift and kitchenware store in Madison, Wisc***in. She has over three decades of experience in specialty shop retailing, beginning with the Scandinavian furniture store she and her hus

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书籍介绍

Unlike other books on retailing, Specialty Shop Retailing is aimed at the reade***ho 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.