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The Retail Handbook

The Retail Handbook


For retailers and brands learning best practice retail in a digital world where the lines between physical retail and digital retail blur

How do you connect with a digitally savvy customer who knows more than ever about your products and can shop anywhere anytime and cross borders?

How do you reach your customers in a crowded works and how do you keep them?

With added insights from my latest experiences working with global retailers and global consumer brands, in the digital transformation arena.  I have had the privilege to work with consumer brands and retailers around the world, which has given me unique insight into the challenges of retailing in the digital age.

Exploring omnichannel, the importance of content, direct to consumer challenges, changes to retail and a unique look at retailing back in the 1930’s


“There is a good combination of strategy and ‘nitty-gritty’, with numerous common-sense tips based on insights from Antony’s retail experience. Both the planning and the execution are well covered and each section has a helpful checklist of subjects to consider. The book is possibly unique in providing such a comprehensive practical guide to retailing in one compact volume.”

Roger Best, Retailer with over 20 years experience leading consumer brands and former CEO of Radley

“Retail has been around as long as man himself, yet I’m sure it has never before been captured in such simple prose and so comprehensively. Using real life case studies this book will offer you advice to improve your retail skills.”

Mark Buckley, Business Analyst, Marks and Spencer

“Retail is more than just the product: it’s the customer, the store colleagues, the service and the relationship between all of them. This book neatly pulls these elements together in a way that both the novice and the expert will find both useful and accessible.”

Neil Symons, Head of HR Transformation Rollout, International FTSE 100 Retailer

“Antony’s enthusiasm for retail shows as much in his writing as it does when in person – that’s one helluva lot of enthusiasm. This handbook is a must for all those trying to get to grips with the quintessentials of retail – our students need one as standard issue.”

Cheryl Travers, Senior Lecturer, Retail Management, Loughborough University

“In this comprehensive Retail Handbook, Antony covers the major challenges of running a retail business. Practical advice and examples throughout the book will help your retail business to grow and importantly focuses on the customers and the team. A great aide for all retailers.”

Mark Chatterton, Group Sales and Marketing Director, Computers Unlimited

“A comprehensive guide to all things retail. Whether you have been retailing for 20 years or are just dipping your toe in the water, you’ll find tips to improve your business.”

Jo Illingworth, former Head of Brand Marketing, Dixons Tax Free

“The passion for and understanding of retail in all its finest details radiate from this book and the author personally.”

Frank Van Bommel, Training and Development Manager, Dixons Retail
” The Retail Handbook takes you on a journey to business success through chapters on developing staff, customer service and buying. In my experience, too many retailers build businesses on the assumptions made by their previous owner. This book will help you to think your way out of dead ends and into profitable new sales.

It is packed with useful lists. Even great retailers will find it helpful to consider how their processes work. As a bonus, at the end Welfare introduces the world of ‘e-tailing’ – the new frontier for convenience stores.

Essential summer reading ”

The Retail Handbook: Antony Welfare

The Retail Handbook

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