When Carol Schroeder and her husband opened Orange Tree Importsover thirty years ago, they had no retail background. They taughtthemselves everything they needed to knowmerchandise display,record keeping, inventory management, and the myriad other skillsthat make up a storeowner's craft. In Specialty Shop Retailing,Schroeder shares her experience and wisdom so that you too can growyour business into an award-winning success. This new Third Editionupdates the classic guide with additional strategies for competingagainst big box retailers, taking advantage of the Internet, andimproving profitabilityand includes a new feature: over twodozen easy-to-download forms that can be customized for yourstore's use.
Specialty Shop Retailing is a comprehensive guide that coversevery aspect of opening and operating a retail store, from choosinga location and designing window displays to niche marketing,promotion, and customer service. Schroeder's tutorials on visualmerchandising, store design, and advertising are supplemented withnumerous photographs, sample ads, and witty cartoons. This bookincludes an extensive glossary of retail terms and a bibliographyof additional resources for help on special topics such as writinga business plan and managing employees. More practical and usefulthan ever, it also features new coverage of important topics likee-mail marketing, surviving competition from Wal-Mart, and smartways to increase sales and boost profits.
Like any wise businessperson, Schroeder doesn't rely entirely onher own experience. From interviews with dozens of the mostsuccessful specialty retailers in the United States and Europe, sheculls practical solutions to some of the field's most dauntingchallenges. She addresses major strategic issues, such as the prosand cons of buying into a franchise, negotiating a lease, anddiversifying the product mix. These solutions are built onstraightforward, simple techniques that can be used in any storesetting.
Whether you're a seasoned retailer with many years' experienceor a novice just beginning to plan a store, Specialty ShopRetailing, Third Edition will inform and guide you with up-to-dateinformation, practical advice based on the author's experiences,and simple strategies for finding and maintaining success.
"This book should be required reading for anybody consideringopening a retail store. It helped me formulate my idea and becamemy retail bible for my first years in business. As I read it, Ibegan to highlight sections that I felt were most relevant,however, that meant highlighting almost every page—and nowthat somewhat raggedy book is a luminous green on nearly everypage."
—Mark Holmes, Baba's House, gifts & homedécor, North Vancouver, BC
"There are so many things to think about when going intobusiness. Schroeder has covered them all in Specialty ShopRetailing. It is truly a must-read for anyone consideringopening a shop!"
—Dana Barrer, Glass Shoppe Imports, Des Moines,Iowa
"An extremely detailed book for anyone interested in opening aretail business. This book follows every step from the verybeginning stages through opening and any situation you could comeup with after that."
—Angela Waldriff, Ashlee's Place Inc., Medina, NewYork
"It doesn't matter if you're just getting started or have beenin the specialty store business for years, Schroeder's intelligentadvice is invaluable to anyone in the specialty store retailbusiness. She has been there and done it . . . successfully! Thebest part is she knows how to tell the rest of us the secrets toher success in a friendly, understandable way with lots of usableideas."
—Teresa Jesse, The Emporium, Mosinee, Wisconsin
"Reading Specialty Shop Retailing is like hanging outwith a friend while she shares her insights on how to operate asmall business."
—Dance Retailer News
"Everything you wanted to know about specialty retailing you canlearn right here . . . A must-read for all prospective owners andall key employees. Add your own creativity and fun, and you havethe formula for success!"
—Joan F. Gillman, University of Wisconsin School ofBusiness, Madison, Wisconsin