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The business of retail is getting tougher every year.Consumers have more choice than ever and are far more retailers and more stores chasing an aging and discerning customer,it's no wonedr that big names in retail have recently gone bust.From Merry-Go-Round and eToys to Service Merchandise and Woolworth,the retail landscape is littered with the bodise of fallen champions.Once shining stars of business,these former market leaders went from the top of the heap to the trash before they even knew what hit them.

Preface.

Acknowledgments.

Part I: The Theory

Chapter 1: Est: A Compass to Avoid Retail’s Black Hole

Chapter 2: Customers Are #1—Now It’s Time for Retailers to Start Treating Them That Way

Part II: The Practice

Chapter 3: Cheap-Est: Winning with Price

Chapter 4: Big-Est: Winning with Dominant Assortments

Chapter 5: Hot-Est: Winning with Fashion

Chapter 6: Easy-Est: Winning with Solution-Oriented Service

Chapter 7: Quick-Est: Winning with Fast Service

Chapter 8: Putting Est to Work

Part III: The Future

Chapter 9: Est Isn’t Forever: Retail Is Tougher Than Ever

Chapter 10: Developing Tomorrow’s Hot Ideas

Chapter 11: Putting the Customer in Control

Chapter 12: A Glance at the Future

Notes

Index

WILLARD N. ANDER is a Senior Partner with McMillan|Doolittle, a global retail consultancy with clients around the world. He consults on strategy, new store development, and retail best practices with such clients as General Motors, Publix, Lands’ End, Mc

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“Winning at Retail offers the most effective strategies available for retailers. At McDonald’s, the ‘Quick-EST’ model is crucial, because being close and convenient to where our customers live, work, and shop helps us create maximum value. If you want to harness your company’s strengths to become a leader in your category–and stay in tune with what your customers want–this is the book for you.”

——Jim Rand, Senior Vice President of Business Development, McDonald’s Corporation

“Winning at Retail provides a thoughtful approach to retail differentiation. Ander and Stern warn of the ‘treacherous middle’ into which retailers too easily drift. They inspire us to avoid this peril through case studies of retailers who have assumed leadership through courageous choice.”

——Robert L. Price, Senior Vice President and Chief Marketing Officer, Wawa

“In a difficult retail environment, this book provides crucial guidance for staying on top of your competition–by taking the customer seriously and leveraging your strengths to provide experiences that increase customer loyalty. Will Ander and Neil Stern elegantly argue that you can’t always be the biggest, fastest, and trendiest place on the block, but it takes only one of these ‘Ests’ to be a category leader. Businesses big and small can benefit from the carefully distilled lessons in this book.”

——Bernd Schmitt, Professor of Marketing, Columbia Business School and author of Customer Experience Management

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"Winning at Retail offers the most effective strategies available for retailers. At McDonald’s, the ‘Quick-EST’ model is crucial, because being close and convenient to where our customers live, work, and shop helps us create maximum value. If you want to harness your company’s strengths to become a leader in your category–and stay in tune with what your customers want–this is the book for you."

　　　–Jim Rand, Senior Vice President of Business Development, McDonald’s Corporation

　　"Winning at Retail provides a thoughtful approach to retail differentiation. Ander and Stern warn of the ‘treacherous middle’ into which retailers too easily drift. They inspire us to avoid this peril through case studies of retailers who have assumed leadership through courageous choice."

　　　–Robert L. Price, Senior Vice President and Chief Marketing Officer, Wawa

　　"In a difficult retail environment, this book provides crucial guidance for staying on top of your competition–by taking the customer seriously and leveraging your strengths to provide experiences that increase customer loyalty. Will Ander and Neil Stern elegantly argue that you can’t always be the biggest, fastest, and trendiest place on the block, but it takes only one of these ‘Ests’ to be a category leader. Businesses big and small can benefit from the carefully distilled lessons in this book."

　　　–Bernd Schmitt, Professor of Marketing, Columbia Business School and author of Customer Experience Management 　　In Winning at Retail, two prominent retail consultants offer strategies for retailers and chains suffering at the hands of decreased sales numbers. Using case studies from such success stories as Costco, Target, and Walgreens, they cover customer service, retail strategy, demographics, and the latest trends in retailing. For retailers to survive, they must adapt to the new realities of the marketplace. McMillan?s cutting-edge advice and the unique "EST" model in this book shows them how.