RETAIL MANAGEMENT

MODULE 4
BY HENNA PUNJABI
 Retail Store Operations
• Administration
• Merchandising (dealing with buying of
products for resale)
• Customer
 ADMINISTRATION
MERCHANDISING
CUSTOMER
Store opening
Receive
Store closing
Tally Service
Staffing
Order Advise
Handling payments
Replenish Returns
Cash / Credit card
Return Complaints
Events & promotions
Display
Mgmt. of premises
Responsibilities of store manager
1. Managing store employees
2. Controlling cost
3. Managing merchandise
 Managing store employees
1. Recruiting and selecting
2. Socializing and training
3. Motivating
4. Evaluating and providing constructive
feedback
5. Rewarding and compensating
 Controlling costs
1. Increasing labour productivity
2. Reducing maintenance and energy costs
3. Reducing inventory losses
 Managing merchandise
1. Displaying merchandise and maintaining
visual standards
2. Working with buyers
3. Suggesting new merchandise
4. Buying merchandise
5. Planning and managing special events
6. Marking down merchandise
Responsibilities of Store Manager
1. Management of employees
2. Maintaining sales environment
3. Cost minimization
4. Recruitment, training and development
5. Budgeting and forecasting
6. Implementing marketing plans
7. Team leadership
Responsibilities of Store Manager
8. Maintaining leave and salary record
9. Holding inventory
10.Extending customer service
11.Maintaining store harmony
12.Ensuring safety of employees and inventory
5 S’s of Retail Operations

System
s

Standar
Staff
ds
Shoppe
r’s
Benefit

Stock Space
 Store Design
Design refers to a plan or scheme used to denote the
end result, particularly the appearance of a design
process, and has relevance to both physical products
as well as systems, services and other non-tangible
dimensions.
 Objectives of Store Design
1. Employee type and density
2. Merchandise type and density
3. Fixture type and density
4. Sound type and density
5. Odor type and density
6. Visual type and factors
 Principles of Store Design
1. Totality
2. Focus
3. Ease of shopping
4. Change and flexibility
 Elements of Exterior Store Design
• Frontage & Entrance • Target customers
• Building architecture • Location
• Ext. Display space • Parking
• Health & safety • Access
• Store design • Merchandise Mix
• Store theme
Elements of Interior Store Design
Space
Plannin
g

Aesthe Atmos
Interior
tics pherics

Layout
 Atmospherics & Aesthetics
1. Fixtures
2. Flooring and ceilings
3. Lighting
4. Graphics and signages
 Visual Communications
1. Coordinate with signs and graphics with the
store’s image
2. Inform the customer
3. Use signs and graphics as props
4. Keep signs and graphics fresh
5. Limit the copy of signs
6. Use appropriate typefaces on signs
7. Create theatrical effects
 Lighting
1. Highlight merchandise
2. Capture a mood and maintain an image
3. Downplay features
Color
Music
Scent
 Store Layout
1. Image
2. Methods
3. Utilizing space
4. Store design and layout
5. Location
6. Floor plan
sample
Sample of floor plan
 Floor Plan
1. Straight floor plan
2. Diagonal floor plan
3. Angular floor plan
4. Geometric floor plan
5. Mixed floor plan
 Signage
Signage is any kind of graphics created to
display information to a particular clients,
typically way finding information on streets,
outside and inside of buildings.
 Signage and Graphics
1. Location
2. Category signage
3. Promotional signage
4. Point of sale
5. Lifestyle images
Signage & Graphics
Signage & Graphics
 Suggestions
1. Coordinate signs and graphics with store’s
image
2. Inform customers
3. Use signs and graphics as props
4. Use signs and graphics fresh
5. Limit the text on signs
6. Use appropriate typefaces on signs
 Types of Signage
1. Promotional signs
2. Location signs
3. Institutional signs
4. Informational signs
 Types of signage
1. Custom made signage
2. Modular Curved Frame Technology
3. Modular signage
4. Neon signage
5. Street signage
 Characteristics of Good Signage
1. Quality production
2. Simple color scheme
3. Easy to read
4. Make it simple
5. Appropriate placement
 Concept of Digital Signage
Signs whose visual content is delivered digitally
through a centrally managed and controlled
network and displayed on a television monitor
or flat panel screen. The content delivered can
range from entertaining video clips to simple
displays of the price of merchandise.
 Feature Areas
Feature areas are those areas within a store
designed to get the customers’ attention. They
include window, entrance, freestanding,
displays and caps, promotional aisles, walls,
dressing room, cash wraps.
 Types of Feature Areas
1. Windows
2. Entrances
3. Freestanding displays
4. End caps
5. Promotional aisle
6. Walls
7. Dressing room
8. Cash wraps
Endcaps
Feature Areas
Visual Merchandising and Display
Visual merchandising is an art of persuasion
through presentation, which puts the
merchandise in focus. It educates the
customers, creates desire and finally augments
the selling process.
 Objectives of Visual Merchandising
1. To combine the creative, technical and operational aspect of a
product and the store.
2. To draw the attention of the customers towards displayed
items and to enable them to take purchase decision within
shortest possible time, thus augmenting the selling process.
3. To educate the potential customers about the product /
service in an effective and creative way.
4. To establish an innovative medium to present merchandise in
three dimensional environment thereby enabling long lasting
impact and recall value.
5. To establish linkage between fashion, product design and
marketing by keeping the product in focal point.
 Essentials of successful merchandising

1. Address the senses

2. Colour
3. Equilibrium
4. Focal point
5. Lighting
6. Music
7. Store windows
Visual Merchandising Success Factors
• View store a • Color
customer • Shape &
• Signage Texture
• Lighting • Packaging
• Uniform • Ticketing
• Menu • Presentation
• Point of sale material • Vow
 Tools used for visual merchandising
1. Colours & Textures
2. Props & Fixtures
3. Windows
4. Lighting
5. Mannequins
 Planogram
The Planogram is an arrangement of goods that
gives an idea how products will be arranged in
the retail store. It helps the retailer in knowing
that where and how many racks / shelves
should be arranged.
sample
 DISPLAY METHODS
1. Color dominance
2. Coordinated presentation
3. Presentation by price
 Errors in creating display
1. Clutter
2. Lack of an underlying theme
3. Too many props
4. Dirty floors
5. Poor lighting
 Mall Management
Mall management is defined as an overall
operation and maintenance of the entire
building infrastructure, including the services
and utilities, ensuring that they are used in a
way that are consistent with the purpose for
which it was acquired.
 Stages in Mall Management
1. Ideation
2. Design
3. Construction
4. Leasing
5. Management
6. Positioning & Marketing stage
7. Operational stage
 Positioning a Mall
Defining the category of services offered by a
mall. Generally mall positioning is determined
after a detailed survey of households in the
area where mall is going to be located.
 Types of Mall Positioning
1. On the basis of offerings
(i) Luxury
(ii) Value for money
(iii) Economy
2. On the basis of anchors
(i) Entertainment based
(ii) Hypermarket / Value Driven
(iii) Specialty based
 Zoning
• Zoning is the solution of the problem of
managing both focused buyers and impulse
buyers.
• Zoning attracts both the types of customers.
• It refers to division of mall space into various
zones for the placement of various retailers.
 Advantages of Zoning
1. Allows smooth movement of shoppers
2. Distinct image
3. Right tenant (shopkeepers) mix
4. Selection of right tenant
5. Retains both consumers
 Promotions and Marketing
Promotional events that help promote brands
are an essential part of mall management.
Some of the most effective promotional
models include celebrity visits, food festivals
and talk shows, which increase footfalls and as
a result, increased revenue.
 Facility Management
It refers to integration of people, place, process
and technology in a building. Facility
management companies provide specialized
services to malls ranging from parking, security
to housekeeping and cash management.
 Activities classified under facility
management
1. Infrastructure management
2. Ambience management
3. Traffic management
 Infrastructure Management
1. Air conditioning
2. Provision of adequate power supply
3. Safety issues related to signage
4. Issues related to signage, water supply,
sanitation, etc.
5. Water supplying and sanitation
 Ambience Management
1. Management of parks
2. Management of fountains
3. Taking care of staircases
4. Overall look of lifts and escalators
5. Music and overall look of the mall
 Traffic Management
1. Managing foot traffic
2. Parking management
3. Better pedestrian
4. Event management in and outside the malls
 Finance Management
1. Accounting systems to track the debt and
invoices
2. Cash receipts and collection of income
3. Organizing resources
4. Budgeting
 Social issues in retailing
1. Keeping clean and green
2. Shopping for tomorrow
3. Sourcing with care
4. Building a great place to work
5. Being a good neighbour
 Ethical issues in retailing
1. Ethical practices towards consumers
2. Ethical practice towards investors /
shareholders
3. Ethical practices towards employees
 Career Options in retailing
1. Own retail business
2. Franchising
3. Entrepreneurship
THANK YOU