Dream Land Immigration Company Pvt. Ltd.

Dream Land Immigration Company Pvt.Ltd.

 PMKVY
Government of India

NOS 101
Introduction to Retail
Session 1

Dream Land Immigration Company Pvt.Ltd.

 PMKVY
Government of India

NOS 101
Introduction to Retail

1. What is Retail?

2. Types of Retail

3. Display Stock

4. Retail Industry in India

5. Types of Retail Teams

6. Career in Retail

7. Career as a Sales Representative

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 Standard Training & Assessment Reward
Scheme
Government of India

NOS 101
Introduction to Retail

1. What is Retail

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● Retailing includes all the activities involved in selling goods and services directly to
the final consumer for personal or non-business use. (Philip Kotler).

● Retailing is the sale of goods and services to the ultimate consumer for personal,
family or household use.

● Retailing involves more than selling tangible products. It includes every sale of
goods and services to the final consumer.

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● Identifying target markets (customers).

● Interpreting needs of the targeted customers.

● Developing good assortments of merchandise.

● Breaking bulk.

● Holding inventory.

● Providing services.

● Providing information to suppliers.

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Dream Land Immigration Company Pvt.Ltd.
 Standard Training & Assessment Reward
Scheme
Government of India

NOS 101
Introduction to Retail

2. Types of Retail

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Pvt.Ltd.
Dream Land Immigration Company Pvt.Ltd.
Dream Land Immigration Company Pvt.Ltd.
● Food Based Retailers
● Convenience Stores

● Supermarkets

● Supercentres

● Hypermarkets

● Non-Food Based Retailers

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 Convenience
Supermarkets Super centre Hypermarket
Stores

% food 90 (75-90) 70-90 30-40 60-70

Size ( 000 Sq. 2-3 20-50 150-220 100-300
mt)
(.5 to 1) (.8 to 5) (40 t0 70)
SKU (000)s 2-3 20-30 100-150 40-60
Stock Keeping
Unit
Variety Narrow Average Broad Average
Assortment Shallow Average Deep Deep
(Collection)
No. of Check- 1-2 6-10 20-30 40-60
out lines
Prices High Average Low Low
Examples (not all
characteristics
Reliance Fresh Food Bazaar, Wal-Mart Hyper city
match

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● Specialty Stores

● Department Stores

● Discount Stores

● Category Killer (Discount)

● Variety Stores

● Off- Price Stores (Lower price)

● Factory Outlets

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 Standard Training & Assessment Reward
Scheme
Government of India

NOS 101
Introduction to Retail

4. Retail Industry in India

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Pvt.Ltd.
PDS – Public distribution System (run by Govt)
EBO- Exclusive Business Outlet
Conv. Store – Extended hours
• Barter system was known as the first form of Retail
• Followed by Kirana Stores and Mom & Pop Stores
• Finally Manufacturing era necessitated the small stores and specialty stores
• It was a seller’s market till this point of time with limited number of brands available
• 1980s experienced slow change as India began to open up economy.
• The latter half of the 1990s saw a fresh wave of entrants with a shift from
Manufactures to Pure Retailers.
• Post 1995 onwards saw an emergence of shopping centers
• Emergence of hyper and super markets trying to provide customer with 3 Vs -
Value, Variety and Volume
• Expanding target consumer segment

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Dream Land Immigration Company Pvt.Ltd.
Why career in Retail

• Major contribution to GDP (Gross Domestic Product): the retail sector in

India is hovering around 33-35% of GDP as compared to around 20% in
USA.
• High Growth Rate: High Potential: since the organized portion of retail
sector is only 2-3%, thereby creating lot of potential for future players.
• High Employment Generator
• Low Labor Cost
• Technology intensive industry
• Rising disposable income
• Urbanization
• Shopping convenience
• Changing consumer habits and lifestyles
• High availability of quality retail space

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 60k + Incentives Extra
5 Years !
Store Head
40 k + 50 k+
City Mgr. Store Mgr.
4 Years 35-40 k
Store Mgr.
30 – 35 k
23 – 27 k 33 – 35 k
Store Mgr
3 Years Asst. Store Mgr.
Area Mgr.

15 – 17 k 22 – 24 k 30 k 27 – 30 k
2 Years
GEM Asst. Store Mgr Asst. Store Mgr.

12 – 13 k 18 – 20 k 18 - 22 k
1 Years AGRE
Team Leader CRO

7.5 – 9.5k 12 – 13k 15 - 18 k 17 – 20 k

0 Years
Host CRO Fashion Consultant CRO
Starting

CRO– Chief Risk Oficer

• Organized Retail to grow at 25% p.a.

• To grow from 6%  20% of Retail by

2020

• International companies entering India

• IKEA to invest 10,500 Crore !

• 1,20,000 Jobs in Organized retail by

2016 !!!!

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 Standard Training & Assessment Reward
Scheme
Government of India

NOS 101
Introduction to Retail

5. Types of Retail Teams

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 T.E.A.M- Together Everyone Achieves More
STORE

• Team has players that share common goals, common vision

Operations Support
• In retail, store teams are divided in operations & support Team Team
teams. These work together to achieve the best sales figures
& increase their customer base Marketing
All the
sales staff Administration
• The operations team mainly focuses on sales, includes sales
representatives, team leaders, department managers, VM
assistant store managers, store managers, operations
managers, etc. Merchandising
Customer service
• The support team supports the operations team to increase House keeping &
sale
security

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Merchandising Visual MerchandisingPurchasing Store OperationsLogistics and Supply Chain
● Merchandising ● VM Managers ● Purchase ● Store Managers ● Logistics Manager
Managers Responsibility to design Managers ● Sales Associate ● Warehouse
Responsibility to decide and deploy various Responsibility to Responsibility to Manager
what to buy and themes in the stores for purchase merchandise manage store Responsibility to
replenish in the stores various promotions. as per the demands of operations manage movement and
based on sale Acting as a liaison the market storage of goods in the
between marketing and entire retail chain
store operations

Marketing Finance eCommerce Training

● Marketing Manager ● Finance Managers ● eCommerce ● Traininng
Responsibility to Managers Managers
Responsibility to
Market the brand and manage finance and Responsibility to Responsibility to train
undertake promotions accounts of the entire manage eCommerce store and non-store
retail chain portals and staff for the retail
merchandise chains

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 Standard Training & Assessment Reward
Scheme
Government of India

NOS 101
Introduction to Retail

7. Career as a Sales Representative

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Pvt.Ltd.
● Must be a people person

● Must be flexible

● Should be decisive

● Must have analytical skills

● Must have stamina

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● Sales representatives play and important role in the success of their individual companies.

● Regardless of the type of service or product they sell, their primary duties are to interest buyers in their
companies merchandise or service to address customers questions and concerns

● Sales representatives demonstrate their products and advise customers on how using these products can
reduce costs and/ or increase revenue.

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1. Have a complete idea of the store layout

2. Understand the different categories and products

3. Understand the store planogram and category adjacencies

● Creation of an optimal visual product display
● Creation of an optimal commercial product placement

4. Approach customers, greet customers &ascertain what each customer wants or needs.

5. Respond openly and objectively when attending to a range of customer queries and objections

6. Bag or package purchases, and wrap gifts

7. Close the sale.

8. Maintain the daily sales report and tracking the target vs achievement

9. Ability to
● UP SELL
● CROSS SELL

10. Recognizing the latent/future need of the customers and increasing their ticket size

11. Collect customer information, feedback, and data on customer buying behaviour, as and when required

12. Understanding the customer body language while buying

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13. Everyday carrying global counting of stock in their section

14. Check and report and missing item to the manager immediately

15. Quarterly stock take with the scanners and dealing with the shrinkages

16. Display the merchandise in the most attractive way in the section

17. Making sure that all signage and shelf talkers are in place

18. Having a complete product knowledge

19. Knowledge of store equipments

● RFID (Radio frequency identification)- tiny microchips – about the size of a full stop on your computer screen – that hols a unique identifier number.
● Security Tags- used to prevent shoplifting/ pilferage/ shrinkage
● Retail bill printers
● Cash drawer
● Barcode reader
● Vending machine
● ERP(Enterprise resource planning)
● Trolleys

20. Ability to appreciate & follow company’s rules and regulations

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21. Knowledge of the store billing procedures & policies like
● Billing procedures
● Frisking procedures
● Alteration procedures
● Security procedures
● Communication channels
● Customer service
● Return policies
● Exchange policies
● Guarantee policies

22. Remembering the regular customers names & their choices of products. This will allow a sales representative to give
personalized service and develop good relations

23. Advising customers about better products & encouraging them to buy and to return to buy in the future

24. Workers with others as part of the team by supporting co- workers during busy trading periods so that ongoing customer service
is maintained

25. Have a good attendance and punctuality record

26. Follow instructions & orders of the superiors in order to progress the work.

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SUSD activities- “Shutter up- Shutter Down”

● Pre – sales activities

● To make store ready for customers to shop
 Cleaning the store
 Plano gram to be followed
 Replenishment
 Display & Sign ages
 Price & Security tags
 Location of bags, hangers, trolleys, and packaging material
 Knowledge of store offers
 Sales meeting
 Grooming

● During sales activities

● Make customers feel most comfortable and also maintain the display through out the day
 Welcoming the customers
 Guiding the customers
 Sales, Add on sales
 Attending complaints
 Stock receipts & dispatch
 Replenishing & Refilling

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● Post sale activities
● Closing , audits and security
 Closing announcements
 Closing audits
 Closing the cash counters
 Closing the store

Dream Land Immigration Company Pvt.Ltd.

Dream Land Immigration Company
Pvt.Ltd.