Retailing for the 21st Century: Creating Great Brand Experiences for Customers

by Dale Miller, Bill Merrilees

The dynamic world of retailing in the 21st century takes us on an exciting and enjoyable journey. But while travel is said to broaden the mind, the modern retailing world continues to change dramatically and irrevocably before our eyes. The 21st century presents an expanding scope of retailing possibilities, including online stores, pop-up shops, the revitalization of shopping malls and department stores, an extensive use of flagships stores, and more professional not-for-profit retailing and internationalization, as well as the continued reinvigoration of physical – that is, bricks and mortar – stores.

Retailers not only compete for customers but also for suppliers to help create a differentiated offer and to build a unique retailer (corporate) brand. The best way for retailers to succeed in such turbulent times is to create great experiences for their customers through sharper, more purposeful retail strategies underpinned by retailer branding and innovation.

Retailing for the 21st Creating Great Brand Experiences for Customers emphasises the relevance of branding and innovation to firms anywhere in the retail supply chain. The challenge is to add value at every stage. All current and future retailers need to treat the new retailing environment as one of excitement and opportunity rather than one of despair. And this book offers support to help retailers meet these new challenges.

340 pages, Paperback

Published April 1, 2017