Marketing Your Retail Store in the Internet Age Review

Average Reviews:

(More customer reviews)Bob and Susan Negen have put together an excellent book on how to "do" retail. The book is laid out in four "steps".
Getting new customers
Turning first-time buyers into regular customers
Getting customers to shop more often
Keeping customers for lifeIt may seem simplistic, but it's often the simple things that trip us up. Any retailer or any other business for that matter that can execute the four steps consistently and well is sure to be a success. Bob and Susan provide practical, proven "tactics" to do just that. This stuff would work just as well for dentists or barber shops as it does for retailers.
While the title might suggest that this is a book about internet marketing, tactics are described as either "Low-Tech" or "High-Tech". For example, "donut marketing", taking donuts to neighboring non-competing businesses who are in a position to send customers your way is about as low-tech as you can get. It's something that's been used successfully for as long as there have been sales people and donuts. The question is, do you do it? There are a lot of tips like that in this book.
The thing that sets this book apart from many similar books is that it's practical. You can read about a tactic in the morning and actually be making money using it in the afternoon. This is not an academic book. It's like a cookbook for retail merchandising and marketing.
The book is well laid out. You can read it from cover to cover, which is what I did, in a couple of evenings, or you can use it as a reference book, cherry-picking the various tactics.
Unless you buy the book and throw it into a drawer without reading it, you'll recover its cost many times over if you just adopt a few of its suggestions.

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If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.

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