Table of Contents
Acknowledgments ix
Introduction xiii
Part I Being Indie in a Big-Box World 1
1 Standing Out among the Crowd 3
Action Guide 6
2 Stepping Outside Your Comfort Zone 9
Habits of Successful Retailers 14
Action Guide 19
3 Leaning on Outside Organizations 21
Getting Involved with Outside Organizations 22
Benefits That Organizations May Offer 29
Action Guide 33
4 Identifying Your Unique Store Story 39
Creating an Inventory Assortment That Stands Out 41
Unique Traits of Your Store 44
General Interview Questions for Potential Employees 51
Action Guide 55
Part II Practical Steps to Increase Your Store Visibility and Sales
5 Sourcing Products Through Trade Shows and the Internet 61
Benefits of Sourcing as a Retailer 62
Working with Wholesalers 70
Understanding the Value of Trade Shows 72
Managing Orders Placed at Shows 77
Using Online Sourcing Platforms 80
Action Guide 86
6 Buying for Customers Versus Yourself 89
Understanding the Basics of Retail Math 90
Introducing Customer Feedback for Inventory Management 95
Using Point-of-Sale Software to Help Manage Inventory 99
Action Guide 102
7 Selling Your Products 107
Introducing and Managing Store Events 108
Highlighting Inventory Through Displays 117
Using Modern Technology in Your Store 123
Identifying Whether Mobile Commerce Matters 126
Action Guide 128
8 Applying Press and Marketing to Your Business 133
Using E-mail to Communicate Store Messages 141
Using the Internet as a Marketing Platform 144
Resources Every Independent Retailer Should Know About 146
Action Guide 148
Part III Making a Mark in the Economy 151
9 Making Your Presence Online 153
Embracing E-commerce 154
Social Media in Today's Retail Marketplace 164
Action Guide 175
10 Taking Part in Shop-Local Initiatives 177
Understanding Buy-Local Campaigns 178
Finding Success Through Small-Business Saturday 183
Introducing Commerce and Charity 185
Action Guide 186
11 A Crystal Ball for Independent Retailers 189
The Future of Independent Retail 190
The Future Beyond Technology 194
When Retail Isn't in Your Future 197
Parting Words from Jason Prescott 200
Parting Words from Nicole Leinbach Reyhle 202
Conclusion 203
Appendix A Resources for Independent Retailers 205
Appendix B Common Retail Terms and Definitions 219
Notes 237
Index 243
