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Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customers' Attention and Raising Profitsby Neil Z. Stern
Synopses & Reviews
With the state of the environment a major concern for consumers everywhere, retailers and suppliers are learning to capitalize on the growing demand for organic, sustainable, and socially conscious products and services. Greentailing and Other Revolutions in Retail explains the strategies leading retailers and suppliers are using to connect with eco-conscious consumers and gain a competitive advantage over rivals. In fact, today's greentailers are growing and innovating much faster than traditional retailers and suppliers.
Greentailing and Other Revolutions in Retail explains both why greentailing works and how you can implement the same successful tactics in your business. In addition, it details five other major revolutions happening in retail:
For decades, the retail business has focused almost exclusively on lowering prices in order to gain new customers and increase sales. And it worked. Companies like Wal-Mart and Home Depot dominated their markets by building economies of scale and outsourcing for lower prices. But price is no longer necessarily the decisive factor when consumers make purchasing decisions. If you want to grow your business and reap big profits in the process, Greentailing and Other Revolutions in Retail gives you a blueprint for sustained success.
Inside, you'll learn all the vital topics in greentailing: how to think, act, sell, and convey green; how to promote your green initiative to the public; and how to institute company-wide policy changes like green building design, environmentally friendly packaging, or lower energy usage. With case studies from some of the world's most innovative and successful companies, you'll have all the tools you need to design your own green initiative that draws new customers—without resorting to price-cutting.
Praise for Greentailing
"In Greentailing, Stern and Ander craft a compelling look at where retail is headed in the future and what companies need to do to properly be prepared. The principles in this book have helped us stay ahead of the curve in the demanding world of retail."— Fred Morganthall, President, Harris Teeter
"At T-Mobile, our retail service brand continues to morph as consumer desires around new technology, products, and services go through explosive change. McMillan|Doolittle knows how to make sense of these shifting sands of retail with practical and insightful solutions today for these nontraditional challenges of tomorrow." — Robert Dotson, CEO and President, T-Mobile USA, Inc.
In today's challenging retail environment, retailers have to find new ways to stay on top of their competition and appeal to customers. In their newest book on retailing, authors Stern and Ander describe the ways many retailers have begun to capitalize on growing consumer demand for green products, as well as consumer preference to buy from socially and environmentally conscious companies.
In addition to the concept of greentailing, authors Stern and Ander explore five other major trends in the industry—from growth of experiential retailing to the selling of services, not just products.
For anyone in the retail business, this book provides insight and guidance for staying on top of your competition and profiting from the latest consumer trends. Greentailing will help your company harness its strengths to become a leader in your category and stay in tune with what your customer wants.
An introduction to greentailing and the five other biggest trends in the retail business
In their newest book on retailing, authors Stern and Ander examine the revolutions occurring in the retail marketplace, with particular emphasis on the influential green trend in retailing, or Greentailing. Greentailing is capitalizing on the huge and growing demand for organic, sustainable and wellness-related products. As it evolves, greentailing will force both suppliers and retailers alike in every category to take notice. Leading edge greentailers like Whole Foods and Wal*Mart continue to grow and innovate at rates much faster than traditional competitors, and are forcing competitive responses. The authors explain how any retail store or manufacturer can implement these ideas and raise profits, using case studies from successful greentailers.
In addition to greentailing, the book examines five other top retail trends:
Very much a follow up to their first book, Winning at Retail: Developing a Sustained Model for Retail Success, Greentailing and Other Revolutions in Retail addresses all the latest trends in the retail industry and presents unbeatable advice on quickly responding to changes in customer demographics and competition. Retail is all about the customer, and as customers and their tastes change, this one-of-a-kind resource shows retailers and manufacturers how to keep up and innovate.
About the Author
Neil Z. Stern is Senior Partner at McMillan| Doolittle, one of America's leading retail consultancies, and an authority on retail trends. He has developed retail strategies for such companies as McDonald's, T-Mobile, Harris Teeter, and Procter & Gamble.
Willard N. Ander is Senior Partner at McMillan| Doolittle. He focuses on retail concept development and assessment and is a frequent speaker at retailing seminars and conferences. He has worked with such clients as Saturn, BP Amoco, Lowe's, and Harley- Davidson.
Table of Contents
Introduction—What's Going to Revolutionize Retailing In The Future ?
Compressed Life Cycle.
Chapter One. Inflection Points in Retailing.
Inflection Point Model.
Create or React.
What's Involved in Getting It Right?
How Do You Know if You're on the Right Path?
Chapter Two. Trends are Interconnected.
Start with the Customer, Please!
Power of Demographics.
Consumer Behavior Changes and Demography.
Disrupters and Accelerants.
Putting It All Together.
Chapter Three. Greentailing 2.0—The Second Generation of Green.
The Green Movement.
What Are The Key Elements Of Greentailing?
Chapter Four. The Consumer's View on Green.
Where the Rubber Hits the Road—What Matters Most.
Chapter Five. Greentailing In Action—Case Studies.
Apparel, Home, and Specialty Retail.
Buffalo Exchange—Renewable Green.
Pivot Boutique—A Green Entrepreneur.
Nau—And the Dangers of Getting Ahead of the Curve.&
Big Box Retailers.
The Home Depot's Eco Options Program.
Wal-Mart's Real Green Efforts.
Whole Foods Market—Greentailing's Poster Child.
PCC Natural Markets.
Method and Cleaner Cleaning Supplies—Eco-Hip.
Chapter Six. Putting Green Practices into Action.
Incorporate Green Initiatives into Your Mission and Core Values.
Develop Green Advocates within Your Organization.
Design Environmentally and Energy Efficient Buildings.
Develop Efficient Methods For Dealing with Waste
Promote Eco-Friendly Packaging.
Convert To Energy-Conscious Fleets.
Offset Carbon Emissions.
Source and Promote Products That Are Environmentally Responsible.
Corporate Social Responsibility.
Green Communication Systems.
Encourage Transparent Policies.
Chapter Seven. The Hot Five— Other Revolutionary Themes in Retail.
The Hot Zone.
Chapter Eight. Demographic Shifts Provide Retail Opportunities.
A Look at U.S. Demographic Trends.
Capitalizing on Future Demographic Shifts.
Getting to Where the Puck is Going to Be…Ahead of the Big Demographic Shifts.
Beyond Demographics: The Significance of Lifestyle, Attitudes and Values.
Customers in Comtrol.
Chapter Nine. Moving Up the Ladder—Growth of Experiential Retailing—How to Drive Sales and Profits beyond Price.
Lululemon Athletica—A New Breed of Experiential Retailer.
Oops—Paiva Didn't Deliver on Experience.
Who Else Gets Experience?
Chapter Ten. Getting Outside the Box—New Ways to Reach the Consumer—The Growth of Nonstore Retailing.
Popping Up All over the Place.
Launching Brands Directly.
The Pampered Chef.
Other Non-Store Retailing Channels.
Reaching Consumers in New and Reinvented Ways.
Chapter Eleven. Selling Services, Not Just Products.
Democratization of Service.
Services Are Clearly Outpacing Retail Growth.
PetSmart and the “Humanization” of Pets.
Softer Side of Services.
Retail Clinics—Affordable Diagnosis and Cure In One Spot.
So What's Next?
Chapter Twelve. Brands Going Retail—The Battle for Control of the Customer.
Blame Apple (or Coach), but Blame Someone.
Why Do Brands Go Retail?
What's Needed for Long-Term Success?
Chapter Thirteen. 12 Rules of Successful Retail Innovation.
Chapter Fourteen. Looking back and Looking Forward.
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