Merchandising Pioneer Compiles Tips to Help Retail Businesses

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Dec 19, 2015, 01:45 ET


BLOOMINGTON, Ind. (PRWEB) December 19, 2015 -- With a consumer-goods career spanning more than 23 years, author Regina Blessa releases her practical approach to ensuring a retail store’s success with consumers in the new book “No-Fail Retail: Merchandising Techniques for Stores” (published by iUniverse).

The book, a simple, practical and illustrated guide, explores topics like merchandising techniques, retail promotions, consumer perception, impulse buying, store environment, visual merchandising, customer care and promotional workforce.

Blessa is founder of IEV, a retail studies institute that leverages the power of merchandising, shopper marketing and customer management to clients and students. In that capacity, she has worked with the world’s leading companies, such as Pfizer, Bayer, Coca-Cola, Walmart, Nestle, Kellogg’s and Colgate.

An excerpt from “No-Fail Retail”:
When we pay more attention to advertising than to merchandising, and consumers get to the stores and don’t find the products that were advertised, we won’t just be missing a few sales. We’ll be throwing away all the money spent on manufacturing, advertising agency and media, serving up our customers on a platter to our competitors.

“No-Fail Retail”
By Regina Blessa
Hardcover | 6 x 9in | 214 pages | ISBN 9781491756362
Softcover | 6 x 9in | 214 pages | ISBN 9781491756348
E-Book | 214 pages | ISBN 9781491756355
Available at Amazon and Barnes & Noble

About the Author
Regina Blessa is a doctoral researcher at the University of Aveiro, Portugal. She has post-graduate degrees from Columbia University, New York University and Fundação Getulio Vargas in São Paulo. Blessa, a pioneer in merchandising in Brazil, is a passionate professor, consultant, speaker, writer and trainer. More information is available at: http://www.no-failretail.com.

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