Retail Analytics The Secret Weapon

ISBN-10: 1118099842
ISBN-13: 9781118099841
Edition: 2012
Authors: Emmett Cox
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Description: Retailers have collected a huge amount of data but they do not know what to do with it. This book is designed not only to provide a broad understanding of retail but show how to use the data that these companies have. Each chapter covers a different  More...

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Book details

Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 11/18/2011
Binding: Hardcover
Pages: 176
Size: 6.50" wide x 9.75" long x 0.75" tall
Weight: 0.770
Language: English

Retailers have collected a huge amount of data but they do not know what to do with it. This book is designed not only to provide a broad understanding of retail but show how to use the data that these companies have. Each chapter covers a different focus of the retail environment from retail basics and organization structures to common retail database designs. Numerous cases studies and examples are given throughout. In addition, within each chapter the importance of analytics and data is examined.

Preface
Acknowledgments
Retailing Analytics: An introduction
Retailer Goodwill
The Inside Scoop: Retail Power Brokers
Retail Organization
Real Estate Marketing
Creative Advertising Marketing
Operations Marketing (Research)
Direct Marketing
Strategic Marketing
Communicating to the Retail Organization
Point of Sale versus Market Basket Data
Data Is Gold
Data as Revenue: The Price of Retail Data
Retail and Data Analytics
Hard-Core Data Terms: Now We're Talking about the Fun Stuff
Market Basket
Data Storage 101
Data without Use Is Overhead
Case Studies and Practical Examples of Data-Related Retail Projects
Trade Area Modeling
Real Estate Site Selection Modeling
Competitor Threat Analytics
Merchandise Mix Modeling: Combining Multiple Data Sources
Celebrity Marketing: Tracking Effectiveness
House Brand versus Name Brand
E-Business: Clicks and Mortar
Affinity Merchandising: Merchandise Cross-Sell Case Study
Market Basket Analysis: Examples
Store Departmental Cross-Selling
Single Category Affinity Analysis: Paper Towels
Best Checkout Register Impulse items for Christmas Season: Case Study
The Apparel Industry
Many Types of Apparel Businesses
Retailer Building and Location, Location, Location
Who Is My Customer? Size Up the Opportunity and Show Me the Money!
Evolution of a Brand: Not Your Father's Blue Jeans
Diversification: Spread Risks over Multiple Businesses
Critical, Need-to-Know information in Apparel Analytics
Seasonality: Styles Change like the Wind
Seasonal Counterpoint
Merchandise Placement and Presentation: From Racks to Riches
Accessories
Next Best Offers
Promotions: Lifeblood of the Apparel Business
Retail in General: Impulse Buying
importance of Geography and Demographics
Understanding the Tools and the Data Requirements
How Geographic Information Systems work: Science behind the Tools
GIS Layers of Information: Building a Map, Layer by Layer
How Geography Fits into Retail: Location, Location, and Location!
Retail Geography: Data and Lots of It
Retail Data: Internal Data Collection
Retail Trade Areas: Differing Methods for Debate
Zip Code Data: Forecasting Application Volume by Store
Now That We Understand the Tool and the Data, What Do We Do?
Card Preference Opportunity by Zip Code: Case Study
Example of Sales Penetration Map
Market Observations: Additional Uses of the GIS Tool
In-Store Marketing and Presentation
Understanding the Different Store Designs
Old Theories of Merchandise Placement
New Theories of Merchandise Placement
Mass Merchandisers Were Slow to Catch On: Does Convenience Translate into Sales?
All about Pricing
Everyday Low Price
Loyalty Discount Philosophies
Tiered Pricing
Types and Sizes: Retail Store Strategies
Store in a Store: Make Shopping convenient
What's in a Store: Convenience Stores to Hypermart Stores
Hypermarts: When Is Big Too Big?
Warehouse Clubs: Paying for the Privilege to Shop
Shopping by Design: Traffic Patterns
Category Management: Science behind the Merchandise Mix
Merchandise Placement: Strategy behind the Placement
Specialty Departments: Coffee, Breakfast, and Pizza
Other Specialty Departments
Receiving Dock
Stocking the Counters
In-Store Media: Advertising or Just Displays?
Receipt Messages
In-Store Events
Holidays
Analytics: Tracking a Moving Target
Marketing Outside of the Store
Store Operations and Retail Data
Setting Up the Store for Success: Strategic Uses of Data
Labor Forecasting
Importance of Accurate Labor Forecasting: The Cost of Doing Business
Consumer Differentiation at the Point of Sale Register
Heating and Cooling: Centralized Thermostats
Intrastore Communication
Replenishment and POS Sales: Cause and Effect
In-Store Career Path: Stockperson to Store Manager
Loyalty Marketing
Loyalty Programs
Who Is the Sponsor for the Program?
Questions to Answer before You Begin
Total Program Incentive: Are You Loyal?
From the Consumer Finance Credit Card Retail Perspective
Loyalty Segments: Develop Them Early
Loyalty at POS: Different Stages and Levels of Loyalty
Kmart's School Spirit Loyalty Program
Australian Loyalty
FlyBuys Rewards and Loyalty: Australia
Additional Loyalty Programs
The Retail World is Changing
Social Media
Glossary
About the Author
Index

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