Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customer's Attention and Raising Profits

Overview

With the state of the environment a major concern for consumerseverywhere, retailers and suppliers are learning to capitalize onthe growing demand for organic, sustainable, and socially consciousproducts and services. Greentailing and Other Revolutions in Retailexplains the strategies leading retailers and suppliers are usingto connect with eco-conscious consumers and gain a competitiveadvantage over rivals. In fact, today's greentailers are growingand innovating much faster ...

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Overview

With the state of the environment a major concern for consumerseverywhere, retailers and suppliers are learning to capitalize onthe growing demand for organic, sustainable, and socially consciousproducts and services. Greentailing and Other Revolutions in Retailexplains the strategies leading retailers and suppliers are usingto connect with eco-conscious consumers and gain a competitiveadvantage over rivals. In fact, today's greentailers are growingand innovating much faster than traditional retailers andsuppliers.

Greentailing and Other Revolutions in Retail explains both whygreentailing works and how you can implement the same successfultactics in your business. In addition, it details five other majorrevolutions happening in retail:

  • Demographic changes driving new store formats
  • Experiential retailing
  • New ways to reach consumers
  • Selling services, not just products
  • Big brands opening retail stores

For decades, the retail business has focused almost exclusivelyon lowering prices in order to gain new customers and increasesales. And it worked. Companies like Wal-Mart and Home Depotdominated their markets by building economies of scale andoutsourcing for lower prices. But price is no longer necessarilythe decisive factor when consumers make purchasing decisions. Ifyou want to grow your business and reap big profits in the process,Greentailing and Other Revolutions in Retail gives you a blueprintfor sustained success.

Inside, you'll learn all the vital topics in greentailing: howto think, act, sell, and convey green; how to promote your greeninitiative to the public; and how to institute company-wide policychanges like green building design, environmentally friendlypackaging, or lower energy usage. With case studies from some ofthe world's most innovative and successful companies, you'll haveall the tools you need to design your own green initiative thatdraws new customers—without resorting to price-cutting.

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Product Details

  • ISBN-13: 9780470288580
  • Publisher: Wiley
  • Publication date: 9/22/2008
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Neil Z. Stern is Senior Partner at McMillan| Doolittle, one ofAmerica's leading retail consultancies, and an authority on retailtrends. He has developed retail strategies for such companies asMcDonald's, T-Mobile, Harris Teeter, and Procter & Gamble.

Willard N. Ander is Senior Partner at McMillan| Doolittle. Hefocuses on retail concept development and assessment and is afrequent speaker at retailing seminars and conferences. He hasworked with such clients as Saturn, BP Amoco, Lowe's, and Harley-Davidson.

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Table of Contents

Preface

Introduction—What's Going to Revolutionize Retailing InThe 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 Generationof Green.

Greentailing 2.0—Defined.

Beware Greenwashing.

The Green Movement.

Greentailers Abroad.

What Are The Key Elements Of Greentailing?

Think Green.

Act Green.

Sell Green.

Convey Green.

Chapter Four. The Consumer's View on Green.

Green Practices:

Where the Rubber Hits the Road—What MattersMost.

Chapter Five. Greentailing In Action—CaseStudies.

Apparel, Home, and Specialty Retail.

Buffalo Exchange—Renewable Green.

Pivot Boutique—A Green Entrepreneur.

Nau—And the Dangers of Getting Ahead of theCurve.&

Williams-Somona, Inc.

Big Box Retailers.

The Home Depot's Eco Options Program.

Wal-Mart's Real Green Efforts.

Target.

Staples.

Office Depot.

Grocery.

Whole Foods Market—Greentailing's Poster Child.

Safeway.

PCC Natural Markets.

Trader Joe's.

Suppliers.

Method and Cleaner Cleaning Supplies—Eco-Hip.

Unilever.

Apple.

Greener Outdoors.

Timberland.

REI.

Nike.

Gaiam.

Greener Buildings.

Green Exchange.

Chapter Six. Putting Green Practices into Action.

Thinking Green.

Incorporate Green Initiatives into Your Mission and CoreValues.

Develop Green Advocates within Your Organization.

Acting Green.

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.

Get Involved.

Selling Green.

Source and Promote Products That Are EnvironmentallyResponsible.

Conveying Green.

Corporate Social Responsibility.

Green Communication Systems.

Encourage Transparent Policies.

Be Charitable.

Summary.

Chapter Seven. The Hot Five— Other Revolutionary Themesin Retail.

The Hot Zone.

Chapter Eight. Demographic Shifts Provide RetailOpportunities.

A Look at U.S. Demographic Trends.

Capitalizing on Future Demographic Shifts.

Getting to Where the Puck is Going to Be…Ahead of the BigDemographic Shifts.

Beyond Demographics: The Significance of Lifestyle, Attitudesand Values.

Time Compression.

Customers in Comtrol.

Chapter Nine. Moving Up the Ladder—Growth ofExperiential Retailing—How to Drive Sales and Profits beyondPrice.

Lululemon Athletica—A New Breed of ExperientialRetailer.

Oops—Paiva Didn't Deliver on Experience.

Who Else Gets Experience?

Chapter Ten. Getting Outside the Box—New Ways to Reachthe Consumer—The Growth of Nonstore Retailing.

Intelligent MultiChannel.

JCPenney.

Williams-Sonoma Inc.

Popping Up All over the Place.

Launching Brands Directly.

Bare Escentuals.

The Pampered Chef.

Creative Memories.

Other Non-Store Retailing Channels.

Reaching Consumers in New and Reinvented Ways.

Chapter Eleven. Selling Services, Not Just Products.

Democratization of Service.

Demographic Shifts.

Services Are Clearly Outpacing Retail Growth.

PetSmart and the “Humanization” of Pets.

Softer Side of Services.

Retail Clinics—Affordable Diagnosis and Cure In OneSpot.

Financial Services.

So What's Next?

Chapter Twelve. Brands Going Retail—The Battle forControl 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 RetailInnovation.

Chapter Fourteen. Looking back and LookingForward.

Notes.

Index.

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