Extracts from Tim Radley’s 5-star book…
‘Meaning in the Retail Madness’
How to become an Essential Retailer.
The customer used to buy products. Then they bought brands. Today, it is the proposition that the customer buys, and it is what they buy into.
The proposition is the ‘complete package’ that the customer experiences with a retailer. It is a combination of products and services, and is delivered as a physical retail shop, a pureplay digital site or any combination of channels, touchpoints and media. It is more emotional that just a product. But more functional than just a brand image.
A good retail proposition is built and managed in 5 stages:
1.The Vision:
This is the combination of a powerful brand concept & commercial strategy with clear value delivery parameters. This is defined at the origins of the business and encapsulates how the business will make profit from a customer focused perspective, allied to the pragmatism of commercial buying.
2.The Assortment
Assortment categories, sub-categories and ranges are defined by the vision of the business, the brand concept and the commercial strategy. The buying & merchandising teams are always aligned to the vision of the business. Ultimately the assortment may be very limited and focused or spread across many categories and ranges, but the values of the business are always adhered to.
3.The Services
More than ever, customer services supporting the brand values and the assortment, are essential to a people focused business operating in a saturated market. They will include front-end marketing services and back-end operational services, personalisation, ordering, collection, delivery and after sales.
4.The Dynamic
Keeping the brand proposition and the assortment alive is an imperative in the dynamic world of the customer. The proposition dynamic keeps the perception of the brand, assortment and services fresh, relevant and customer focused.
The reality of the business dynamic lays in the assortment and services development teams but the communication to the customer makes it real for them with vibrant marketing campaigns, events and promotions.
5.The Proposition
The completed Brand Proposition requires constant attention and management. It requires a team with the right skills, expertise and passion for the vision through all its customer focused activities. It requires an appropriate organisational structure, and functional buying and operational processes to enable the team to deliver the reality of the vision.
Taken from Chapter 2:
How to evolve Agile Organisations.
I have written this book for anyone who wants to consider the alternatives to the familiar,
misguided and destructive retail strategies that many retailers still persevere with.
Retail leaders & professionals, commercial entrepreneurs & accidental retailers, consumer brands, shop owners, managers & colleagues,
product suppliers, growers, manufacturers & craftspeople, landlords, designers, social marketers and informed customers.
It’s not all about plaudits, but it is nice when people leave kind reviews.
“Insightful read – highly recommend. Detailed read with lots of helpful illustrations, practical advice and case studies that bring the key learnings to life without being too theoretical or heavy.
Tim clearly has bags of experience in retail to share with the reader, I’ve learnt a lot about disrupting the business and being an essential retailer!.”
Sarah G.
Amazon.fr
“5.0 out of 5 stars This book is more relevant now than ever. As the title alludes to, even with 25 years of retail design experience, this book is an essential must have. A life time of experience packaged in a clear, simple and methodical way.
Many publications about this subject tend to be whimsical speculation, but founded on front-line experience this book collates relevant/current case studies and pairs them with simple action plans and guidelines.”
Jolyon N.
Amazon.com
“Expert but accessible, a book for everyone. I’d recommend everyone from buyers to shop assistants to read this book. I really liked its structure, which starts by looking at the retail environment today, then at the organisations themselves and then the strategies they undertake. It’s completely logical. There is a good depth of knowledge, but it is explained clearly and very visually so it’s interesting at any level. The illustrations and diagrams are also amazing! I now feel more informed as a shopper – thank you so much.”
Alice R.
Amazon.com
“Invaluable read and resource! This book is not just for reading though!
This is a great resource book, full of considered industry insights, and is really useful for enhancing staff training and engagement: currently doing the rounds with my colleagues at the ‘shop face’! … thoroughly recommended”
Celia L.
Amazon.com
‘Meaning in the Retail Madness’
“Wonderful Read !!” – Sarah R.
Available at…
amazon.co.uk – amazon.com – Waterstones.com – Blackwells.co.uk – Foyles.co.uk
amazon.es – amazon.it – amazon.de – amazon.fr – amazon.com.au
Barnes & Noble – amazon.in – amazon.com.mx – amazon.co.jp – amazon.com.br