Cover; Title Page; Copyright; Contents; Dedication; Foreword; Preface; Introduction; Retail Principles; 1 Know your customer; 2 Know your product; 3 Establish your brand and niche; 4 Build a team to compete; 5 Market your product and brand; 6 Launch the business and Sell, Sell, Sell; 7 Customer service is everything; 8 Merchandise and manage your stock; 9 Manage your information and finances; 10 Build foundation for growth; 11 Etail and Social Media; Case Study One: Online retail case study; Case Study Two: Culture and values development case study; The Summary; Top tips; Acknowledgments.

Helping you achieve your potential in retail

ESTABLISH YOUR BRAND AND NICHE

THE RETAIL HANDBOOK follows a logical 11 part journey that centres around, and begins with, the Customer. Based on 20 years of experience and a number of different retail businesses, this handbook will guide you through the journey to make your business customer focused, and realise the potential you have to make your retail business a success.

Whether you are a seasoned retailer or you are just starting out, The Retail Handbook will help you master the basics in retail and set you up to compete with the larger retailers … and win the battle for your customers.

ANTONY WELFARE specialises in retail, with over 20 years experience in the retail industry, including 15 years learning from the large retailers (Marks & Spencer, Sainsburys, Dixons Retail) and experience of smaller retailers, including the set up of a very successful online retailer.
• Retail Management BSc Hons • 20 Years in Retail • Large Retailer experience • Online Retail & Social Media expert • International experience