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Visual Merchandise Display: How to create a beautiful yet profitable display
- Have you ever wondered why some retail stores are constantly jam pack while others remain empty even in a crammed shopping mall?
- Why do shoppers choose one retail store over the other?
- What can you do to make your store the shoppers’ choice?
***You might be wondering if this book is so good why I am selling it for such ridiculous amount. In the spirit of openness, it’s because I need some reviews. The price will surely be increase later.
Why should you read this book when there are literally thousands ofvisual merchandise display books on the market?
Let me use a story to answer you…
During my research for this book, I visited Harrods.
Harrods attracts royalties, A-list Hollywood stars, heads of states and the “who is who” from around the world.
So you can now imagine my anticipation at visiting one of the most famous retail stores in the world.
I was hoping I will catch a glimpse of some Russian oligarch or Saudi prince.
However, instead of Russian oligarchs or Middle Eastern Sheikhs, what caught my attention was a bus.
I had bought the identical bus for my son from ASDA. It was the same bus in the same packaging.
An odd question popped into my mind when I noticed the bus…
Why is it that the same bus…
In the same packaging…
Probably made in the same factory in China…
By the same people…sold in Harrods for almost three times the price it was sold for in ASDA?
At first it seemed a mystery to me…
But as I walked around Harrods the answer came to me.
ASDA sells toy bus. Harrods sells classy toy bus even if it is made in the same factory in China.
There is a difference and that difference is what this book is about.
The price of a product is not determined by the cost of bringing that product to the marketplace as we are taught in business school…
The price of a product is determined by:
- Who is buying
- How much they are willing to pay
- How the product is sold to them
The reason the same bus, made in the same factory in China was sold in Harrods for almost three times the price it was sold for in ASDA, comes down to who shop at Harrods and how the bus was sold to them.
Cheapskate like me is not Harrods target market. Harrods know their target market is oil Sheikhs and Russian oligarchs whose focus is not on the products but on the manner in which the product is sold to them.
This is a very important point I will like you to take away from this book.
Most retailers fail because they ignore this simple but fundamental business success principle.
The majority of retailers do not even know their target market.
They open their stores, stock them with goods and hope that customers will show up simply because they are open for business.
This is a big mistake!
You must first decide who you want to sell to and then create a selling environment to attract those types of people.
Your visual merchandise display has to speak to your target market as they walk pass your store. In the Visual Merchandise Display, I teach you how to create attractive visual merchandise displays that attract your ideal customers.
The aim of a good visual merchandise display is to:
- Attract shoppers as they pass by a retail store
- Entice them to enter the store
- Retain them for long in the store
- Persuade them to buy
At the end of this book, you will learn how to create a visual display that attracts your desired customers.
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