Specialty Shop Retailing: How to Run Your Own Store (Revision) (National Retail Federation Series) - Hardcover

Schroeder, Carol L.

Hardcover

ISBN 10: 0471212644 ISBN 13: 9780471212645

Publisher: John Wiley & Sons, 2002

Synopsis

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).

About this title

About the Author

CAROL L. SCHROEDER is the co–owner of Orange Tree Imports, a $1.3 million gift and kitchenware store in Madison, Wisconsin. She has almost three decades of experience in specialty shop retailing, beginning with the Scandinavian furniture store she and her husband Dean transformed into a unique shop featuring gourmet products, toys, seasonal décor, foods, jewelry, stationery, soaps, and more. Orange Tree Imports was chosen as one of five Millennium Retailers in the United States by Gifts and Decorative Accessories magazine and was voted "Best in Business" by In Business magazine.

From the Back Cover

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, she′s 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 Schroeder′s 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.

From the Inside Flap

New revised and updated edition!

When Carol Schroeder and her husband founded Orange Tree Imports twenty–five years ago, they had no retail background whatsoever. With drive and determination, they taught themselves everything they needed to know merchandise display, record keeping, inventory management, and the myriad other skills that make up a storeowner′s craft. In Specialty Shop Retailing, Carol shares this experience and wisdom so that you too can grow your business into an award–winning success. This newly revised edition also brings you the latest in technological trends, advertising, hiring, and customer service.

More than just a lively memoir filled with helpful hints, this comprehensive guide covers every aspect of opening and operating a retail store, from choosing a location and store design to niche marketing, advertising, and customer service. Carol Schroeder supplies more than two dozen ready–to–use forms, and her tutorials on visual merchandising, store design, and advertising are supplemented with numerous photographs, sample ads, and witty cartoons. The book includes an extensive glossary of retail terms and a bibliography of additional reading sources for help on special topics such as writing a business plan and managing employees. In response to reader demand, this revised and updated edition offers new information on advertising in new venues such as cable television; the effects of e–commerce on small businesses; customer service trends and programs; and hiring and retaining employees in good times and bad.

Like any wise businessperson, Carol Schroeder doesn′t rely entirely on her own experience. From interviews with dozens of the most successful specialty retailers in the United States and Europe, she culls practical solutions to some of the field′s most daunting challenges. She addresses major strategic issues, such as the pros and cons of buying into a franchise, negotiating a lease, competing with big box discounters, and diversifying product mix. Many of these solutions are built on straightforward, simple techniques that can be used in any store setting.

Whether you′re a seasoned retailer with many years′ experience or a novice just beginning to plan a store, Specialty Shop Retailing will inform and guide you with up–to–date information, practical advice based on the author′s experiences, and simple strategies for establishing yourself and finding success.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2002
• ISBN 10: 0471212644
• ISBN 13: 9780471212645
• Binding: Hardcover
• Language: English
• Edition number: 2
• Number of pages: 384