Extraordinary Experiences
What Great Retail and Restaurant Brands Do
-
- ¥350
-
- ¥350
発行者による作品情報
Discover how brick-and-mortar brands create extraordinary experiences that keep drawing customers into their stores.
How do some stores and restaurants break through the clutter; compete with bigger, online competitors; and manage to grow and thrive when so many others fail? They earn customer love and loyalty by creatively designing and consistently delivering great retail customer experiences.
In her first bestselling book, What Great Brands Do (Jossey-Bass), brand expert Denise Lee Yohn de-mystified the brand-building process and unlocked the seven keys to great brand, including “great brands avoid selling products” and “great brands start inside.’” Now she shows how business leaders address the unique challenges and exploit the unique opportunities of the physical retail world to build great brands.
Extraordinary retail and restaurant customer experiences don't just happen; nor do they result only from excellent operations. They stem from the strong cultural foundations, deliberate planning decisions, and integrity in execution.
Denise Lee Yohn's Extraordinary Experiences profiles seven popular, powerful brands, including:
- Costco -- it sustainably grows its membership and maintains one of the highest loyalty rates in the country through an exclusive customer appeal
- Popeyes Louisiana Kitchen -- courageous company leaders fought back from near financial bankruptcy and franchisee mutiny by choosing to cultivate a servant-leader culture
- PIRCH -- a small high-end appliance chain has transformed the process of shopping for home fixtures from tedious and predictable to emotionally fulfilling
The case studies are relatable, accessible, and applicable to all companies inside or out of the restaurant or retail industries. They show how to build a great brand whether an organization is big or small, new or old, out-spent, under-resourced or facing some other challenge.
Packed with compelling stories and practical principles, Extraordinary Experiences is the brand-building and retail customer experience bible on every business leader's shelf.
PUBLISHERS WEEKLY
Yohn (What Good Brands Do), an expert on branding, passionately and convincingly argues that contrary to media reports branding is not dead. Instead, she asserts, it has evolved to stand for much more than mere image. She states that while most companies think of their brand as a fixed word, phrase, or image, organizations with great brands use them as tools to direct each and every step they make. To show how this is done effectively, Yohn includes fascinating case studies from the restaurant and retail industries, which, she writes, enjoy a uniquely direct relationship with their customers. She is quick to stress, however, that the book's lessons are accessible and applicable to any industry or organization. She highlights Popeyes Louisiana Kitchen, which fought back against declining sales by working closely with franchise owners; Pirch, a small home fixture retailer chain that focuses on customer experience; and Buffalo Wild Wings, which defied the downward trend for the "casual dining" industry. These examples demonstrate that brand value increases through a company's actions. Engaging and informative, this succinct book sheds important insight on the operational value of a company's brand and shows how it can take an organization from good to great. (BookLife)
