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Product Description
Product Description
This provocative and candid book goes behind the scenes to reveal the secret of success behind a number of leading UK retailers. It includes in-depth case studies on John Lewis, Selfridges, Carphone Warehouse, Odd bins, Topshop, B&Q and HMV and unique insight from a number of top retail analysts and commentators. It challenges conventional wisdom and makes the case that what the retailer stands for (the brand) is more important than what is sold (the merchandise). Targeted at anyone involved, or simply interested, in retail selling, this important book will help you become a better, smarter retailer in an increasingly competitive and changing world. It will give you the perspective and the retail branding tools to make a difference, whatever your level.
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Most Helpful Customer Reviews
10 of 10 people found the following review helpful
Format:Paperback
I was given a copy of this book in Septmber and left it languishing in my office until recently when I finally decided I was ready to read yet another book of practical solutions to improve my business.
Unexpectedly, this book re-focused my efforts, away from the day to day business of making sales, back to my original idea for the business. It made me think seriously about what I wanted my company to stand for, what makes it's unique and what we need to offer to staff and customers. The book is written in a deceptively simple style, so much so that I reached the end thinking "well, that's obvious to anyone", and then realised it certainly wasn't. I would recommend it to anyone interested in how retail works, and certainly to small business owners interested in developing the future of their companies.
Unexpectedly, this book re-focused my efforts, away from the day to day business of making sales, back to my original idea for the business. It made me think seriously about what I wanted my company to stand for, what makes it's unique and what we need to offer to staff and customers. The book is written in a deceptively simple style, so much so that I reached the end thinking "well, that's obvious to anyone", and then realised it certainly wasn't. I would recommend it to anyone interested in how retail works, and certainly to small business owners interested in developing the future of their companies.
2 of 2 people found the following review helpful
Format:Paperback
Martin describes the 'magic dust' that settles on great retail buisiness with a clarity that makes complicated issues appear very simple. He's packed the book with interviews that often reveal proper secrets and then ties everything together in a very practical, readable, and entertaining manner. I like this a lot and not just because Martin quotes my Smart Retail book in it!
1 of 1 people found the following review helpful
Format:Paperback
People Don't Buy What You Sell is a great read and peppered with innovative case studies to reinforce the point that what a retailer stands for - the brand - has greater significance than what is sold - the merchandise. I'm a consumer, not a retailer and I found it really easy to read and very insightful. Martin's new book 'The Art of Being Chosen' is publishing soon and I believe it will contain even more secrets from the big brands.
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