Appears on the retail sector as it passes in the process of the periodic outburst of upheaval and turmoil. JC Penny'''', American group known to the general retail stores, will launch this year my shop online-only resellers. The group intends to Wal-Mart, the largest American retailer of goods with cheap prices, launching a new range of small local shops which are designed to serve residential neighborhoods in the cities. The''Polo Ralph Lauren'', a brand that interested students wear uniforms and junior, has just opened a branch in St. Madison Avenue in New York, which appears to be closer to the palace than to shop. The Procter & Gamble by giving privileges to its brand in the automatic laundries for cars is about brand,''Mr Clean''.
For the authors, this wave of successive innovations that seemingly unrelated among them, perhaps located a suitable location within the main idea for their book,''New Rules for Retail - to compete in the toughest market in the world The New Rules of Retail - Competing in the World's Toughest Marketplace'', to the effect that the retail industry in the United States is undergoing a wave of fundamental change, and that brands and retailers that do not respond to change is doomed to failure.
Predict the authors Lewis, who was also a former executive editor of the magazine''and Manz Wear Daily''Women's Wear Daily, and Dart, head of private equity at consulting firm Retail''Kurt Salmon'', in a strong way that 50 per cent of the large amount brands will disappear in the current wave of structural changes resulting from, rather than the impact of the worst recession since the thirties, as they are the result of structural changes that are historical, as seen by the authors,''driven by''the overall power of consumers that have already started Before you get the economy stagnated.
The authors say that there were two cases of upheaval of this nature in the past. First started in the late nineteenth century, and witnessed the emergence of the first American retailers at the level of the United States,''such as Montgomery Ward'', and''JC''Benny,''and''Sears. These leading companies were seeking to satisfy the explosive demand for manufactured goods newly available through the use of infrastructure for industrial America.
The second came after World War II, with the proliferation of supply and choice caused by the brands of new consumer goods at the level of the United States, with the rise of mass marketing. Phase lasted until the beginning of this century.
But the world of retail is now going through again in the process of other armies, not because of a decline in sales in the retail sector over the past few years, but because of the emergence of consumer power overall, as buyers will use digital technology in a saturated market to determine what they buy and how and when to buy.
This sovereignty of the individual buyer, built-in''Facebook''and compare prices on smart phones, not a new idea. But this analysis provides a smooth soft principles used in the assessment of what retailers need to be able to survive, and tested these companies to the scope of the successes and failures in retail.
The book shows the principles of the three authors argue that it would decide any companies that will remain alive, what makes this book interesting material for thought for retailers and marketing companies with which they work, and investment bankers and investors.
The first principle is to create a''brain''relationship with the customer, the type of customer experience fruitful establish a relationship with a brand or a supermarket.The authors say this is what makes shoppers very eager to defend to retailers such as''Apple'', or return repeatedly to the glittering fashion stores of electronic commerce on the Internet, such as''Gelt''and''No, no,''Rowe.
These customers expect Iuadoa things beautiful and new, or to feel during the hunt Balasttharp Special offers and cheap shots.
The second principle is that brands need to''proactive''distribution, so as to be available almost immediately to the customer, as is the case with the immediate availability of almost anything on the site''Amazon'', shops or websites on the Internet Company, JC Penny, or small shops to the new Wal-Mart in residential areas in cities.
The third principle is that retailers need to have complete control of the''inside''the value chain, so as to ensure that even if the clothes or goods sold in a general stores, they can be sure that the material be presented in ways that enhance the relationship with the customer.
And this we find that the''Polo Ralph Lauren''enhance its image through its new branch that opened in the Madison Avenue Street, which is more like a palace, but also enhance its image through a staff trained in particular of those who sell clothes in the store's then''''.
On the other hand, the same general stores and even supermarkets and groceries as well, will accelerate the development of exclusive brands, in order to maintain control.
Known brands, which have no direct route to the consumer is now seeking to create direct links with their own. For example, seeking''Procter & Gamble,''now is not only to sell products,''Tide''through retailers, but through direct delivery in the pilot stores to clean the steam and marked''Tide'', at which time it creates and rewards e-communities consisting of fans''Facebook''.
The authors say their research supports the retailers in this spacious three principles. The lesson companies that seem to put these principles into practice, and found that retail companies, which ranked first in each category were creating economic value than the rest of the companies during the period from 2002 to 2010, while a quarter of the companies that occupy the fourth quarter in this division went bankrupt in 2007, expected a support that half of the brands that we know it is doomed to disappear.
But they acknowledge that some retailers that seem to meet the necessary criteria can also disintegrate and collapse, especially Gap Inc. and Starbucks Corporation, where each one has suffered two setbacks when growth led them to lose communication with its customers.
The book is an in-depth analysis, as, for example, helps us to explain why the private equity investments that are made in the last period in brands''good''and''Crow''Gymboree focus is not on marks that have the potential to return strong, but the marks are trademarks of the strongest performance in a scene is witnessing rapid changes in the world of retail.
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