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Synopsis
Too many retail chains treat their brick-and-mortar stores like second-class citizens. Viewed as fulfillment channels for their “sexier” online counterparts, they become a source of frustration, shrink, and inconsistency—tough to staff and slow to react. And yet, an unforgettable store experience creates customer loyalty, drives higher revenue, and inspires the retail leaders of tomorrow.
In Stores Don’t Suck, Melissa Wong and Jeremy Baker, co-founders of Zipline, present five innovative principles of effective store communication that dramatically enhance the retail experience. Create a fully integrated system of messaging, motivating, and engaging store teams, execute your brand’s strategies with consistent precision, and provide an in-store experience like no other.
With actionable take-aways in every chapter, these revolutionary communication practices will unite your field teams—and give online-only retailers a run for their money.
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About the Authors
Melissa Wong is a retail veteran with more than ten years of experience in store communications at one of North America's largest retail chains. She specializes in honing store execution and driving sales by improving the way HQ communicates with store teams. As CEO and co-founder of Zipline, her mission is to transform how retail operates and make it easier for retail employees to do their jobs.
Jeremy Baker has delivered brand growth for some of the world's leading brands and taught at universities worldwide. As a co-founder of Zipline, he leverages more than twenty years of experience in software engineering and user behavior to help retailers work more efficiently. He lives with his adventurous wife and children in Vancouver, Canada.
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