ESADE recently asked me to record a short movie with my reflections on retail management, and this is the result.
This video offers a sequence of various micro themes that create a link between marketing and finance, describing how to become the customer’s preferred choice and illustrating some common errors.
It also includes an episode on how [...]
Entries Tagged as 'profit margin'
THE SHOPPING EXPERIENCE INFLUENCES THE WILLINGNESS TO PAY A LITTTLE MORE
12 January 2010 · 1 Comment
Tags: EER · FIR · customer's preference · empresa en retailing · experiencia de compra · firm in retailing · margen bruto · opción preferida · profit margin · retail · retailing · shopping experience
THE MILK AT THE BACK OF THE STORE_A review of certain merchandising techniques
14 October 2009 · 1 Comment
Photo: David Naylor (flickr.com)
ABSTRACT
When stores want to increase their sales or profit margins, they generally use textbook merchandising techniques.
But oftentimes, these techniques do not address the ultimate goal of a retail company: to become the customers’ long-term preferred option. Because if customers don’t come back, no technique will do any good: the shopping trolleys will [...]
Tags: Aqui é · EER · FIR · buying · compra · compra impulsiva · cross-selling · empresa en retailing · engine products · experiencia de compra · firm in retailing · impulse purchase · margen bruto · merchandising · product · producto · productos locomotora · profit margin · retail · retail innovation · retailing · shopping experience · up-selling
