Fit + Sexy: more success in retail

BOOK TIP In the book "Fit + Sexy", author Jürgen Schröcker explains how you as a retailer can remain useful and attractive to your customers.While many retailers are struggling with low margins, high costs and a declining number of customers, the Hornbach DIY chain achieved the supposedly impossible: it tripled its turnover between 1998 and 2013. Jürgen Schröcker, Hornbach's Chief Marketing and HR Officer until 2013, describes how it did this in a clear, understandable and detailed way. An extensive picture section in the middle of the book shows which advertising ideas Hornbach used to outperform the competition. There are also many tips on how this can be achieved in practice - from product range policy and pricing to advertising. The examples come not only from Hornbach, but also from other well-known companies. The reader also learns about the measures with which some companies have completely failed with customers, such as Abercrombie & Fitch or Tchibo with its TCM brand.getAbstract finds this entertaining book to be a valuable read, especially for managers of large retail companies and store managers.getAbstract rating: 9Feasibility: 10Degree of innovation: 7Style: 9

Publisher: Wiley-VCHYear of publication: 2015Pages: 357ISBN: 9783527508617