New book by Paul J. Russell details how to win the war at retail

© KoganPage

"Field Visual Merchandising Strategy" guides readers through an accessible step-by-step process for devising their retail marketing and merchandising strategy. (© KoganPage)

22/12/2014

The retail sales floor has become a battlefield as each brand fights for the same customer and wants to ensure their merchandise is on the sales floor, sized, folded, hung and presented properly.

David Katz, Executive Vice President and Global Chief Marketing Officer at Randa Accessories, explains: ‘At the end of the 10,000-mile supply chain, it all comes down to the final six feet. This is where visual merchandising takes over. And this is where Paul Russell's Field Visual Merchandising is the essential guide’.

Field Visual Merchandising Strategy is a comprehensive guide to developing a national in-store strategy, covering key areas such as how to go about selecting the right merchandising service organization, team training, merchandising standards, planograms, and launching the strategy. It uses examples and case studies from a range of shops to provide real-world insight on how strategic visual merchandising works.

• Guides readers through an accessible step-by-step process for devising their retail marketing and merchandising strategy
• Provides solutions to a range of visual merchandising dilemmas
• Identifies ways to get an advantage over the competition

About the author: Paul J Russell is a visual merchandising and retail-marketing expert, with a comprehensive background in developing and executing integrated consumer-focused programmes for manufacturers such as Williamson-Dickie Clothing MFG, Adidas America and Reebok International.

Available 3rd January 2015 / £29.99/ ISBN 9780749472641. The book is already available for pre-order here.

Source: KoganPage