Retail Observer

RETAILOBSERVER.COM APRIL 2016 14 B eing an independent retailer of durable goods in today's digital age is not for the faint of heart. Just when you've navigated your business through the latest "perfect storm" in your competitive landscape—such as the explosion of online shopping, advent of social media and rise of the mobile consumer—another squall, such as showrooming, comes along. You've seen the showroomers on your store floor: shoppers with their smartphones in hand, busily tapping away. Are they texting, checking social media, comparing prices on your competitor's site or looking at products in your store—only to buy them somewhere else? Independent retailers don't have the resources to adopt every emerging digital marketing trend, let alone monitor consumers' shopping habits. That's where RE:THiNK— 11 surprising things you should do now to win retail customers in the digital age comes in. Based on research conducted with durable goods retail consumers across the country, the book reveals surprising findings that will challenge fundamental assumptions independent retailers make about their businesses. It provides practical, actionable advice grounded in the way today's consumer shops for durable goods. For more than two decades, authors Jennie Gilbert and James Kane, Jr. have helped independent retailers of durable goods compete and succeed in a rapidly changing retail environment. Their business, Retailer Web Services, serves more than 2,000 independent retailers across North America, providing a variety of digital marketing solutions. Gilbert and Kane intimately understand the angst—and potential—of the independent retailer. They conducted a national survey of U.S. consumers to understand: • What do durable goods customers look for in the buying cycle? • How can independent retailers give these prospects what they need, when they need it? • What steps can independent retailers take to compete against larger regional and national chains? RE:THiNK answers these questions and distills the data from nearly 1,800 respondents, comprising 11 data-driven tactics to beat the competition. For any retailer struggling to keep up in these rapidly changing times, RE:THiNK is a guidebook to help eliminate uncertainty and chart a path to success—no matter how big or small their competitors might be. B O O K R E V I E W RE:THINK Take heart, independent retailers—winning customers in the digital age just got easier Authors: James Kane Jr. is the founder and CEO of Scottsdale, Ariz.-based Retailer Web Services (RWS). Jennie Gilbert is the Chief Operating Officer of RWS. Together, they help independent retailers realize their dreams through the promise of technology. Publisher: Retailer Web Services RO

• Cover