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    Retailmanagement PDF

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    Monika Gupta
    Retailing involves the business activities of selling goods and services directly to consumers. It is the last stage in the distribution channel where manufacturers produce goods that are sent to wholesalers and then retailers who sell directly to final consumers. Effective retail management requires keeping accurate records, organizing products by category, maintaining adequate stock levels, training employees, and providing customer services in addition to core products. Retailers play an important role by providing an assortment of products from different brands, breaking bulk into smaller quantities for consumers, holding stock for easy availability, and enabling manufacturers to regulate production.

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    © All Rights Reserved
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    Retailmanagement PDF

    Uploaded by

    Monika Gupta
    57 views25 pages
    Retailing involves the business activities of selling goods and services directly to consumers. It is the last stage in the distribution channel where manufacturers produce goods that are sent to wholesalers and then retailers who sell directly to final consumers. Effective retail management requires keeping accurate records, organizing products by category, maintaining adequate stock levels, training employees, and providing customer services in addition to core products. Retailers play an important role by providing an assortment of products from different brands, breaking bulk into smaller quantities for consumers, holding stock for easy availability, and enabling manufacturers to regulate production.

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    Retailing involves the business activities of selling goods and services directly to consumers. It is the last stage in the distribution channel where manufacturers produce goods that are sent to wholesalers and then retailers who sell directly to final consumers. Effective retail management requires keeping accurate records, organizing products by category, maintaining adequate stock levels, training employees, and providing customer services in addition to core products. Retailers play an important role by providing an assortment of products from different brands, breaking bulk into smaller quantities for consumers, holding stock for easy availability, and enabling manufacturers to regulate production.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    57 views25 pages

    Retailmanagement PDF

    Uploaded by

    Monika Gupta
    Retailing involves the business activities of selling goods and services directly to consumers. It is the last stage in the distribution channel where manufacturers produce goods that are sent to wholesalers and then retailers who sell directly to final consumers. Effective retail management requires keeping accurate records, organizing products by category, maintaining adequate stock levels, training employees, and providing customer services in addition to core products. Retailers play an important role by providing an assortment of products from different brands, breaking bulk into smaller quantities for consumers, holding stock for easy availability, and enabling manufacturers to regulate production.

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    RETAIL MANAGEMENT

    AN INTRODUCTION
    RETAILING IS A PART OF OUR
    LIFE
    IN RECENT PAST BUYING AND
    SELLING HAS BECOME MORE
    FORMAL AND BRAND
    DOMINATED
    TRADITINAL FORMS CO EXSIST
    WITH ORGANIZED RETAILERS.
    RETAILING IS…….
    IT ENCOMASSES THE BUSINESS
    ACTIVITIES INVOLVED IN SELLING GOODS
    AND SERVICES TO CONSUMERS FOR
    THEIR PERSONAL , FAMILY, OR
    HOUSEHOLD USE. It includes every
    sale to final consumer ranging
    from cars to apparel to meals at
    restaurants to movie tickets.
    Retailing is the last stage in the
    distribution channel
    THE TYPICAL DISTRIBUTION
    CHANNEL
    MANUFACTURER

    WHOLESALER
    RETAILER

    FINAL CONSUMER
    DAVID GILBERT DEFINED RETAIL
    AS- ANY BUSINESS THAT DIRECTS
    ITS MARKETING EFFORTS TOWARDS
    SATISFYING THE FINAL CONSUMER
    BASED UPON THE ORGANIZATION
    OF SELLING GOODS AND SERVICES
    AS MEANS OF DISTRIBUTION
    What is Retailing-
    Retailing includes all the activities involved in
    selling goods or services directly to final
    consumers for personal, nonbusiness use-by
    Kotler
    RETAIL mANAGEmENT IS…..
     The process of bringing the ultimate user to the
    main producer through a series of stages where
    retailing is the last one.
     It is not limited to quantities but to the exact
    requirement of last user.
     Bringing about operational efficiency at this last
    stage and making an environment so compelling
    that the consumer looks no where else.
     Retail management is an
    art.
     It requires a number of
    management tool for a
    complete end user
    satisfaction.
     Retail management is
    getting to know the final
    user on behalf of a
    manufacturer.
    Effective retail
    management
    • The retailer must keep a record of all the products
    coming into the store.

    • The products must be well arranged on the assigned


    shelves according to size, color, gender, patterns etc.

    • Plan the store layout well.

    • The range of products available at the store must be


    divided into small groups comprising of similar products.
    Such groups are called categories. A customer can
    simply walk up to a particular category and look for
    products without much assistance.
    A unique SKU code must be assigned to each and every
    product for easy tracking.
    Necessary labels must be put on the shelves for the
    customers to locate the merchandise on their own.
    DoN’T kEEp THE cUSTomERS wAITING.
    Make sure the sales representatives attend the
    customers well. Assist them in their shopping. Greet
    them with a smile
    The retailer must ensure enough stock is available at
    the store.
    • mAkE SURE THE SToRE IS kEpT cLEAN. DoN’T
    stock unnecessary furniture as it gives a
    cluttered look to the store. The customers
    must be able to move freely.

    • The store manager, department managers,


    cashier and all other employees should be
    trained from time to time to extract the
    best out of them. They should be well
    aware of their roles and responsibilities
    and customer oriented. They should be
    experts in their respective areas.
    The store manager must make daily sales
    reports to keep a track of the cash flow. Use
    softwares or maintain registers for the same.

    Remove the unsold merchandise from the shelves.


    Keep them somewhere else.
    Create an attractive display.
    Plan things well in advance to avoid confusions
    later on.
    RETAIL comES FRom…..

    • A French word

    • To cut off, clip off, divide.


    Characteristics of retailing

    • Direct end user interaction


    • Sales are in smaller unit size but
    on frequent bases.
    • Location is a critical factor.
    • Services are as important as core
    products.
    • They offer an assortment of products.

    • Large number of retail outlet in comparison to


    other members of the chain.

    • The average amount of sales transaction for


    retailers is much small .

    • Final consumer makes many unplanned or


    impulse purchase.

    • Retail customer usually visit a store even if


    website sales exists.
    Functions of a retailer

    1. Providing an assortment of
    products
    2. Breaking the bulk
    3. Holding stock
    4. Providing services
    Providing an assortment of
    products

     Provide a large variety of products.


     The same as well as different brands
     Consumers thus have a wide range to
    choose from.
     Retailers balance the demand from
    both sides.
     They may specialize in one kind of
    assortment.
    Manufacturer of RETAILER
    A OF A, B, C,
    WHOLESALER OF D
    A&B
    Manufacturer
    of B
    RETAILER
    OF A, B, C,
    D
    Manufacturer
    of C
    WHOLESALER OF
    C&D

    Manufacturer RETAILER
    of D OF A, B, C,
    D
    CUSTOMER OF
    PRODUCT
    A

    CUSTOMER OF
    PRODUCT
    B

    CUSTOMER OF
    RETAILER PRODUCT
    C
    OF
    A, B, C, D CUSTOMER OF
    PRODUCT
    D
    examples
    BREAKING THE BULK
    • PRODUCERS SELL IN LARGE
    QUANTITIES AND CONSUMERS
    BUY IN SMALL QUANTITIES.
    HOLDING STOCK
     HOLDS STOCK FOR THE MANUFACTURERS

     MAINTAIN AN INVENTORY FOR INSTANT


    AVAILABILTY OF PRODUCTS FOR
    CONSUMER.

     THIS HELPS TO KEEP PRICES STABLE.


    •ENABLING MANUFACTURER
    TO REGULATE PRODUCTION.

    HELPS CONSUMERS TO KEEP


    PRODUCTS IN SMALL
    QUANTITIES
    PROVIDING SERVICES
    • CREDIT TO CONSUMERS

    • DISPLAY OF PRODUCTS , CONSUMERS CAN


    SEE AND TEST THEM

    • SALES PEOPLE TO ANSWER QUESTIONS


    AND ADDITIONAL INFORMATION.

    • HOME DELIVERY.

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