在线阅读本书

"Winning at Retail offers the most effective strategies available for retailers. At McDonald’s, the ‘Quick-EST’ model is crucial, because being close and convenient to where our customers live, work, and shop helps us create maximum value. If you want to harness your company’s strengths to become a leader in your category–and stay in tune with what your customers want–this is the book for you."

　　　–Jim Rand, Senior Vice President of Business Development, McDonald’s Corporation

　　"Winning at Retail provides a thoughtful approach to retail differentiation. Ander and Stern warn of the ‘treacherous middle’ into which retailers too easily drift. They inspire us to avoid this peril through case studies of retailers who have assumed leadership through courageous choice."

　　　–Robert L. Price, Senior Vice President and Chief Marketing Officer, Wawa

　　"In a difficult retail environment, this book provides crucial guidance for staying on top of your competition–by taking the customer seriously and leveraging your strengths to provide experiences that increase customer loyalty. Will Ander and Neil Stern elegantly argue that you can’t always be the biggest, fastest, and trendiest place on the block, but it takes only one of these ‘Ests’ to be a category leader. Businesses big and small can benefit from the carefully distilled lessons in this book."

　　　–Bernd Schmitt, Professor of Marketing, Columbia Business School and author of Customer Experience Management 　　In Winning at Retail, two prominent retail consultants offer strategies for retailers and chains suffering at the hands of decreased sales numbers. Using case studies from such success stories as Costco, Target, and Walgreens, they cover customer service, retail strategy, demographics, and the latest trends in retailing. For retailers to survive, they must adapt to the new realities of the marketplace. McMillan?s cutting-edge advice and the unique "EST" model in this book shows them how.