"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
Part I The Theory
Chapter 1 Est: A Compass to Avoid Retail’s Black Hole 3
Chapter 2 Customers Are #1 - Now It’s Time for
Retailers to Start Treating Them That Way 21
Part II The Practice
Chapter 3 Cheap-Est: Winning with Price 43
Chapter 4 Big-Est: Winning with Dominant Assortments 61
Chapter 5 Hot-Est: Winning with Fashion 83
Chapter 6 Easy-Est: Winning with Solution-Oriented Service 101
Chapter 7 Quick-Est: Winning with Fast Service 121
Chapter 8 Putting Est to Work 139
Part III The Future
Chapter 9 Est Isn’t Forever: Retail Is Tougher Than Ever 161
Chapter 10 Developing Tomorrow’s Hot Ideas 177
Chapter 11 Putting the Customer in Control 199
Chapter 12 A Glance at the Future 225