NVQEF Retail THB l3

Organized Retailing
NVEQF Level 3 Class XI

RETAIL MARKETING
Teachers Handbook
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PSS Central Institute of Vocational Education, NCERT, Bhopal
PSS Central Institute of Vocational Education, 2012

Copyright protects this publication. Except for purposes permitted by the
Copyright Act, reproduction, adaptation, electronic storage and
communication to the public are prohibited without prior written permission.
Preface
The Teachers Handbook on Retail Marketing is a part of the qualification package for
students who have passed Class X or equivalent examination which was developed by the
Retailer's Association of Skill Council of India (RASCI) for National Vocational Education
Qualification Framework (NVEQF) is an initiative of Ministry of Human Resource Development
(MHRD), Government of India to set common principles and guidelines for a nationally
recognized qualification system covering Schools, Vocational Education and Training
Institutions, Technical Education Institutions, Colleges and Universities. It is envisaged that
the NVEQF will promote transparency of qualifications, cross-sectoral learning, studentcentred learning and facilitate learner's mobility between different qualifications, thus
encouraging lifelong learning.
A retailer is the one who stocks the producers goods and is involved in the act of
selling to the customer or consumer, at a margin of profit. Retailing is the last link that
connects the individual consumer with the manufacturing and distribution chain. It adds value
in terms of bulk breaking and providing a wide variety of goods and services to customers.
The retail industry is divided into organized and unorganized sectors. Organized retail can be
categorized by the type of products retailed as well as the by the different kind of retail
formats. The major retail formats include Department stores, Supermarkets, Hypermarkets,
Specialty stores, convenience stores, and Kiosks. The various operations involved in store
operation and management include Store Operations, Back end Operations, Merchandising,
Logistics and Distribution, Marketing, Procurement/Purchase, Salesmanship and Corporate
Services.
The National Curriculum Framework, 2005, recommends that children's life at school
must be linked to their life outside the school. This principle makes a departure from the
legacy of bookish learning which continues to shape our system and causes a gap between the
school, home, community and the workplace. Experimental learning, which is cyclical process
involving observation, reflection and action, should be an integral part of the teachinglearning process. Attempt by the students to solve problems, guided by the teachers or
instructions, would enable them to explore and discover new knowledge and develop problem
solving skills. A range of pedagogies, including interactive lecture, role plays, case studies,
assignments, projects and on-the-job activities that provide students with generic, technical
and professional knowledge and skills should be adopted by the teachers and instructors to
foster student-cantered learning.
The success of this effort depends on the steps that school Principals and Teachers will
take to encourage children to reflect their own learning and to pursue imaginative and on the
job activities and questions. Participation of learner in skill development exercises and
inculcation of values and creativity is possible if involve children as participant in learning,
and not as receiver of information. These aims imply considerable change in school routines
and mode of functioning. Flexibility in the daily time table would be a necessity to maintain
the rigour in implementing the activities and required number of teaching days will have to
be increased for teaching and training.
The suggestions by the teachers and other stakeholders in education and training will
be of great value to us in bringing about qualitative improvement in the teachers handbook.
Acknowledgements
List of Contributors
Advisors
1. Prof. R.B. Shivagunde, Joint Director, PSSCIVE, NCERT, Bhopal.
2. Prof. R.K. Shukla, Head, Department of Business & Commerce, PSSCIVE, NCERT,
Bhopal.
3. Dr. V.S. Mehrotra, Associate Professor & In-charge Curriculum Development and
Evaluation Center (CDEC), PSSCIVE, NCERT, Bhopal.
Material Production Group
A. Working Group Meeting for Development of Instructional Material in the area of
Retail Marketing Management for NVEQF Level 1 held from 28 May to 1 June,
2012 at Central Institute of Educational Technology, NCERT Campus, New Delhi.
1. Dr. K. Sambashiva Rao, Professor, Department of Commerce & Management
Studies, Andhra University, Vishakhapatnam 530 003 (A.P.).
2. Dr. R. Saibaba, Professor in Commerce and Business Management, Lal Bahadur
P.G. College, Warangal 506 007 (A.P.).
3. Dr. T. Srinivasa Rao, Professor, MBA Section, School of Distance Learning and
Continuing Education, Kakatiya University, Vidyaranyapuri, Warangal 506 009
(A.P.).
4. Prof. S. N. Borhade, Department of Commerce and Management, Bharathi
Vidyapeeth Deemed University, Yashwantrao Mohite College, Pune 411 038.
5. Mr. Sunil S. Desai, Vocational Teacher, Jagruti Junior College, Gadhingiaj,
Dist: Kolhapur (Maharashtra).
6. Mr. Rajeev Khare, Course Coordinator (Organized Retail), Bharathi Airtel
Office, Malvya Nagar, Bhopal 462 001 (M.P.).
7. Dr. Dalbir Singh,, Assistant Professor, Haryana School of Business, Guru
Jambeshwar University of Science and Technology, Hisar 125 001 (Haryana).
8. Dr. Shipra Vaidya, Associate Professor, Department of Secondary Education,
CIET, NCERT, Sri Aurobindo Marg, New Delhi 110 016.
9. Dr. Biswajith Shaw, Programme Officer (Vocational Education), CBSE, Preet
Vihar, New Delhi.
10. Mrs. Deepa Singh, Consultant, NSDC, Near Qutub Hotel, New Delhi.
11. Dr. V. S Mehrotra, Associate Professor and Resource Person, Department of
Agriculture & Animal Husbandry, PSSCIVE, Bhopal.
12. Dr. P. Veeraiah, Assistant Professor and Programme Coordinator, Department
of Business and Commerce, PSSCIVE, Bhopal.
13. Dr. Amarender P. Behera, Associate Professor and Honorary Director, CIET,
NCERT, Sri Aurobindo Marg, New Delhi 110 016.
B. Working Group Meeting (WGM) for Development of Instructional Material in the
area of Retail Marketing Management for NVEQF Level 1 (PhaseII) was held from
9 to 13 July, 2012 at Department of Commerce, SNDT, Women's University,

Mumbai.
1. Dr. Dalbir Singh Assistant Professor, Haryana School of Business, GJU, Hisar
(Haryana).
2. Prof. T. Srinivasa Rao, Professor of Commerce & Business Management, SDLCE,
Kakatiya University, Warangal 506 009 (A.P.).
3. Mr. Sunil S. Desai, Lecturer (Vocational), Jagruti Jr. College, Godhinglaj,
District Kolhapur (Maharashtra).
4. Mr. Ashok M. S., Lecturer Trainer, Open Minds Institute, Bengaluru (Karnataka).
5. Dr. Dinakar, G., Prof. & Head, Rajarajeshwari College of Engineering,
Kumbalagodu, Mysore Road, Bangaluru 560 074.
6. Mrs. Yadav, K.P., Lecturer (Vocational), Camp Education Society Junior College
Camp, Pune 411 001 (Maharashtra).
7. Prof. K.S. Rao, Professor & Head, Department of Commerce and Management
Studies, Andhra University, Visakhapatnam (A.P.).
8. Mr. Pradip D. Powar, Lecturer (Vocational), Janata Vidyalaya & Junior College,
Satpur, Nasik (Maharashtra).
9. Dr. S. N. Borhade, Associate Professor, Department of Commerce, Bharati
Vidyapeeth University, Yashwanthrao Mohite College, Pune 411 038.
10. Mrs. K.S. Fulmali, Associate Professor, M.L. Dhanukar College, Vile Parle,
Mumbai 400 029.
11. Mr. M.S. Dhanawade, Associate Professor, Singhad Institute of Management,
Pune (Maharashtra).
12. Dr. Kinnary V. Thakkar, Associate Professor, Department of Commerce,
University of Mumbai, Mumbai.
13. Mr. Sugam Chaubal, Consultant with Retail Organizations, Mumbai.
14. Mr. Ravindra M. Chiplunkar, Principal, Consultant with Retail Organizations,
Mumbai.
15. Dr. G.Y. Shitole, Honorary Director, Professor & Head, Department of
Commerce, SNDT Women's University, New Marine Line, Mumbai.
16. Dr. P. Veeraiah Assistant Professor & Programme Coordinator, PSSCIVE, NCERT,
Bhopal 462 013.
17. Mr. Ashok Kumar, Assistant Librarian, PSSCIVE, NCERT, Bhopal 462 013.
18. Mr. Durgesh K. Satankar, Computer Operator Gr. II, PSSCIVE, NCERT, Bhopal
462 013.
Editing and Coordination
1. Dr. P. Veeraiah, Assistant Professor & Programme Coordinator, Department of
Business and Commerce, PSSCIVE, NCERT, Bhopal 462 013.
2. Dr. V.S. Mehrotra, In-charge, Curriculum Development and Evaluation Centre
(CDEC), PSSCIVE, NCERT, Bhopal 462 013.
3. Dr. Nidhi Gupta, Assistant Professor (Contractual), Department of Business and
Commerce, PSSCIVE, NCERT, Bhopal 462 013.
About the Handbook

The Teachers Handbook is to assist you with teaching and training their students for
meeting the occupational standards for Organized Retail Sector set by the Retailer's
Association of Skill Council of India (RASCI) for National Vocational Education
Qualification Framework (NVEQF) is an initiative of Ministry of Human Resource
Development (MHRD), Government of India to set common principles and guidelines
for a nationally recognized qualification system covering Schools, Vocational
Education and Training Institutions, Technical Education Institutions, Colleges and
Universities. It is envisaged that the NVEQF will promote transparency of
qualifications, cross-sectoral learning, student-centred learning and facilitate
learner's mobility between different qualifications, thus encouraging lifelong learning.
Occupational Standards describe that individuals need to know, understand and do in
order to carry out a particular job role functions. These are the standards that
individuals must achieve when carrying out the various functions at the workplace.
The Teachers Handbook on Retail Marketing covers the following sections:
Section 1: National Occupation Standards
This section explains the National Occupation Standards (NOS) which specifies
standard for the particular competence statement. These competencies are further
subdivided into the elements of competence. Each elements of competence will be
specifies to the knowledge and skills which will be further evaluated by the
performance criteria.
Competence Statement: Competence is to the attainment of demonstration of skills,
knowledge and attitudes to meet the specified standards of performance. It focuses
on outcomes what will and individual know and what will be able to do. Competence
Statement indicates the more number of competencies having in the form of
statement. For example, under the competence statement, maintain the availability
of goods for sale to customers in a retail environment it fix-up the range of each
and every competency which identifies the range of context and conditions to which
the performance criteria apply. It defines the boundaries within which a competency
and its performance criteria apply. It also describes specific factors which are
applicable between different work sites and environment.
Elements of Competence: Elements are describing the things which the employee is
able to do on the job in terms of actions, outputs and outcomes, which are
demonstrable and accessible. They are a sub-grouping of actions and knowledge,
which contributes to a unit of competency.
Knowledge and Skills: These are indicates the relevant theory information and
practical exercises to able to perform particular competency related to a particular
module. It includes relevant contents of the module such as principles, methods &
techniques, data & information and evidence requirements.
Performance Criteria: It set out the required level of job performance in evolving
terms i.e. in a way that an assessor can use to decide whether or not it is acceptable.
They are a guide to assessment, not the actual assessment document or tool. Under
the Performance Criteria, range statement identifies the range of context and
conditions to which the performance criteria apply. It places the unit of competency
in the context in which performance should be demonstrated. It defines the
boundaries within which a unit of competency and its performance criteria apply. It
also describes specific factors, which are applicable between different work sites and
environment.
Section 2: Module Information
This section introduces the topics of the Module. It also explains what you will learn
through the various sessions covered in the Module.
Section 3: Module Sessions
Relevant Knowledge: This section provides with the relevant information on the
topic(s) covered. The knowledge developed through this section will enable to
perform certain activities. You should read through the information to develop an
understanding on the various aspects of the topics. It also boost the teachers how to
prepare the power point presentations slides and what kind of tips are actually
provided to the students for easily understanding the lesson.
Session Plan: This section elaborates the planning of the session which includes the
session
topic,
objectives,
materials/equipments
required,
preparations,
teaching/training methodology. Under the teaching/ training methodology the
teachers are able to plan how much duration required for interactive lecture, what
kind of practical sessions are engaged, and what type of discussions were made.
Checklist for Assessment Activity: It prepares performance evaluation of the
students, evaluate the classroom discussions and assessment of performance
standards.
Section 4: Suggested Support Material/References
The suggested support material includes Reference Books, Text Books, Study Material,
etc.
General Instructions for Teachers
Read the Teachers Handbook carefully before teaching or conducting

the training.
Follow the session plan strictly.
Familiarize yourself thoroughly with the relevant knowledge and
skills to be transacted.
Ensure all materials/aids/equipment required for teaching and
training is available.
Introduce the skill by explaining the purpose.
Demonstrate the skill to the participants, explaining each step in
detail.
Invite the students to ask questions.
Ask the students to practice the skill themselves and make
observation while they perform the task.
Provide the students with constructive feedback.
Discuss in class, the problems faced by the students in performing the
task.
Summarize the key learning.
Ensure key learning is captured and performance standards are met
at the end of each session.
Regularly check students workbook to ensure all exercises are being
completed on time.
Ensure that all participants complete the required assessments given
in the student workbook.
Always encourage participants. Never discourage them from getting
actively engaged in discussions, question-answer sessions and taskoriented activities.
CONTENTS
Preface
03
Acknowledgements
04
About the Handbook
06
General Instructions for Teachers
08
National Occupation Standards (NOS)
11
RS301 Fundamentals of Retailing

Introduction
Session 1: Basics of Retailing
Session 2: Retail Formats
Session 3: Functions of Retailers
Session 4: Trends in Retailing
30
31
32
42
54
60
RS302 Retail Marketing Mix

Introduction
Session 1: Product Mix
Session 2: Price Mix
Session 3: Promotion Mix
Session 4: Place Mix
Session 5: Process, People and Physical Evidence
69
70
71
78
84
92
96
RS303 Merchandising Management

Introduction
Session 1: Sources of Merchandise
Session 2: Functions of Merchandising
Session 3: Handling of Merchandising
Session 4: Duties and Responsibilities of Merchandiser
101
102
103
116
127
138
RS304 Retail Store Layout and Design

Introduction
Session 1: Types of Retail Location
Session 2: Store Layout
Session 3: Design Decision
Session 4: Functions of Retail Store Associate
149
150
151
158
164
170
RS305 Retail Selling Skills

Introduction
Session 1: Selling Methods
Session 2: Selling Process
Session 3: Salesmanship (Duties of Sales Personnel)
Session 4: Qualities of Good Sales Person for Handling Queries
178
179
180
202
214
223
9
RS306 Customer Relationship Management

236
Introduction
237
Session 1: CRM Process
238
Session 2: Duties and Responsibilities of Customer Service 249
Associate
Session 3: Customer Retention Strategies
265
Session 4: Handling Customer Grievances
272
RS307 Health, Safety, Hygiene in Retailing
Introduction
Session 1: Health Care
Session 2: Personal Grooming
Session 3: Hazards at Workplace
Session 4: Safety Measures at Workplace
282
283
285
297
303
312
RS308 Business Communications

Introduction
Session 1: Elements of Communication
Session 2: Forms of Communication and Communication
Equipments
Session 3: Elements of Business Communication
Session 4: Preparation of Project Report
327
328
329
338
Suggested Support Material/ References
386
363
375
10
National Occupation Standards (NOS)

National occupation standards specifies standard for the particular competence
statement. These competencies are further subdivided into the elements of
competence. Each elements of competence will be specifies to the knowledge and
skills which will be further evaluated by the performance criteria.
Competency Statement
Competence is to the attainment of demonstration of skills, knowledge and attitudes
to meet the specified standards of performance. It focuses on outcomes what will and
individual know and what will be able to do. Competence Statement indicates the
more number of competencies having in the form of statement. For example, under
the competence statement, maintain the availability of goods for sale to customers
in a retail environment, fix up the range of each and every competency which
identifies the range of context and conditions to which the performance criteria
apply. It defines the boundaries within which a competency and its performance
criteria apply. It also describes specific factors which are applicable between
different work sites and environment. The competence statements with suitable
range will be as follows:
Sl.
No.
1
Competence Statement
Range
Maintain the availability of This unit is for team leaders responsible for
goods for sale to customers
organizing and monitoring the display of goods.
in a retail environment
Organize the receipt and This unit is firstly about organizing staff to receive
storage of goods in a retail
goods, for example when preparing for seasonal
environment
intake of stock and involves organising storage
facilities and training and supervising staff in the
use of the storage system.
Support customer service This National Occupational Standards unit involves
improvements
delivering customer service. This unit is all about
how you provide support for changes that your
store has introduced. In addition, it covers how
Customer Service Associate presents his own ideas
for improvements to someone in their
organization that can authorize trying out the
change.
Develop individual retail This unit is for personal shoppers and is about
service opportunities
developing their client database. Customer
Service Associate needs to plan how to find new
clients he can develop a business relationship
with.
Communicate
effectively This unit provides effective communication and
with stakeholders
working with stakeholders. Customer Service
Associate required being familiar with the various
11
mediums of business communication relevant to

his role, communicating effectively with
stakeholders & customers using appropriate
listening / communication skills and developing
and sustaining effective working relationships with
stakeholders.
Reducing the risks to This unit provides recognize and respond to health
health and safety at work
and safety risks in Customer Service Associates
workplace and methods for you to contribute to
maintaining a safe workplace.
Elements of Competency
Elements describe things, which the employee is able to do on the job in terms of
actions, outputs and outcomes, which are demonstrable and accessible. They are a
sub-grouping of actions and knowledge, which contributes to a unit of competency.
The elements of competencies each competence statement are described as under:
Sl.
No.
1
Competence Statement
Elements of Competence
Maintain the availability

of goods for sale to
customers in a retail
environment
Organize the receipt and

storage of goods in a
retail environment
Support
customer
service improvements
Develop individual retail

service opportunities
Communicate
effectively
with
stakeholders
E1: Organize staff to display goods for retail sale

E2: Assess how effective displays are in a retail
environment
E3: Keep products available and maintain their quality
in a retail environment
E1: Organize staff to receive and check incoming
deliveries in a retail environment
E2: Organize and maintain storage facilities in a retail
environment
E3: Check the storage and care of stock in a retail
environment
E1: Use feedback to identify potential customer
service improvements
E2: Contribute to the implementation of changes in
customer service
E3: Assist with the evaluation of changes in customer
service
E1: Plans for finding new retail clients
E2: Market your service to potential retail clients
E1: Handle business communication mediums
effectively
E2: Communicate effectively with stakeholders &
customers
E3: Develop and sustain effective working relationships
with stake holders
E1: Recognize and respond to risks in your workplace
E2: Contribute to maintaining a safe workplace
Reducing the risks to

health and safety at
work
12
Competency Analysis
Competence analysis refers the knowledge, skills and personality traits of each and
every competence statement. Knowledge and skills indicates the relevant theory
information and practical exercises to able to perform particular task related to a
particular module. It includes relevant contents of the module such as principles,
methods & techniques, data & information and evidence requirements. The following
are the related knowledge and skills required for each and every competence
statement:
Sl.
No.
1
Competence
Statement
Maintain the
availability
of goods for
sale
to
customers in
a
retail
environment
Knowledge
Skills
How different types of display

help the store to reach its
sales targets
How
you
can
position
information so that it helps to
promote sales
How the layout of the selling
area affects sales
The legal requirements for
pricing goods for sales
The companys standards for
putting displays together,
including
standards
for
cleaning and preparation
How to work out what type
and quantity of resources you
need to set up displays
How to brief staff in a way
that
encourages
their
involvement
How to check the work of
staff preparing and putting
displays together and how to
give feedback to staff on their
performance
The security, health and
safety
requirements
and
procedures
relating
to
displaying goods
The customers rights and the
companys
duties
and
responsibilities under the Sale
of Goods Act
How to check that the
information in displays is
accurate and legal
How to use different price
marking
methods
and
Confirm the purpose of the

display and any relevant
requirements and standards
and, where necessary, check
them with the appropriate
authority
Clearly explain to staff the
purpose of the display and any
relevant requirements and
standards
Provide opportunities for staff
to check they understand the
requirements and standards of
the display
Check that staff prepare the
display area and put the
display together in a way that
causes
the
least
inconvenience to customers
Provide constructive feedback
to staff on their performance
Check that the assembled
display conforms to company
Obtain permission from the
appropriate
authority
to
modify or change the display
Monitor that information has
been placed accurately and
legally, and is chosen and
positioned to promote sales
effectively
Keep complete, accurate and
up-to-date records of displays
Identify what standards the
display should meet
Check displays against all the
relevant standards to decide
13
technologies
The standards you should
apply when assessing how
effective displays are
How to assess displays against
the relevant standards
How to identify displays that
are unsafe or not secure
enough
How to correct displays that
are unsafe or not secure
enough
Who can authorise changes in
the display
How to involve staff in
assessing
and
changing
displays
How to collect and record
information about prices
How to check stock rotation
and the quality of goods on
display
What can happen to stock that
is not stored correctly or
renewed as needed
How to replenish and rotate
stock and deal with substandard goods
How to check pricing and
price
marking,
correct
mistakes and change prices
Why it is important to record
price changes accurately
how effective they are

Encourage staff to make
helpful comments and identify
changes that may make the
display more appealing to
customers
Ask the right person for
permission to make any
changes that you cannot
authorise yourself
Give staff clear instructions
and encouragement so that
they can make any changes
needed to the display
Take prompt and suitable
action to deal with any risks
to security or health and
safety that your assessment
has revealed
Collect and record accurate
information on price changes
Give accurate, up-to-date
price information to the staff
who need it
Regularly check price marking
and promptly sort out any
pricing problems you spot
Make
sure
that
stock
replenishment plans are upto-date and realistic
Deal with out-of-date or
deteriorating stock in line
with company policy and any
relevant laws
Involve staff in spotting
potential improvements to the
way stock is organised and
presented
Spot realistic and effective
ways of improving how stock
is organised and presented
Get permission from the right
person, where necessary, to
improve the way stock is
organised and presented
Make sure that you maintain
customer goodwill and staff
morale while stock is being reorganise
Organize the How to prepare to receive Gather enough competent
receipt and
and handle different types of
staff and brief them well
storage
of
goods
enough before deliveries are
goods in a Procedures
received
for
receiving
14
retail
environment
goods, including dealing with

incorrect, damaged and late
deliveries
Staff involved in or affected
by a delivery schedule and
the information they need to
receive goods efficiently
The companys standards for
acceptable goods
Why incoming goods must be
checked
against
requirements straight after
unloading
Recording
and
control
systems including procedures
for checking goods received
Safety
and
security
procedures
for
receiving
goods
How
effective
storage
systems
contribute
to
reducing stock loss
How to work out what
storage facilities are needed
for goods on order
How to protect goods from
various
causes
of
deterioration and damage
How to work out suitable
storage layouts and solve
storage problems efficiently,
safely and securely
How to run the stock
recording and controlling
systems
efficiently
and
accurately, including using
them to monitor and record
stock loss
The legal requirements for
storing
stock,
including
health
and
safety
requirements
When and how to check stock
and storage, including both
routine and spot checks
Legal
and
company
requirements for removing
out-of-date stock
The companys requirements
for storing and moving stock,
and how to check that these
requirements are being met
How to work out if ideas for
Make sure that the area for

receiving goods is prepared
and that you have enough
storage space for the delivery
Check that deliveries are
unloaded safely and securely
Make sure that goods are
promptly checked against
requirements
Make sure that delivery
records are complete and
accurate
and
processed
promptly
Use delivery records to check
that each supplier has met
your companys service needs
Spot problems with deliveries
and sort them out promptly
Organise storage facilities to
take account of day-to-day
work, safety requirements and
the need to keep goods secure
and in a saleable condition
Give staff accurate, up-todate information and suitable
training so they can use the
storage
system
securely,
safely and in line with
relevant legal requirements
Give staff clear roles and
responsibilities for storing and
moving goods and check they
understand these roles and
responsibilities
Develop and update plans to
cope with unforeseen storage
problems
Check regularly that staff are
storing and moving goods
competently, safely, securely
and in line with relevant legal
requirements
Keep complete, accurate and
up to date stock records that
can be found easily by
everyone who needs them
Keep up a routine for checking
storage facilities and stock
Carry out spot checks of
storage facilities and stock at
suitable intervals
Make sure staff have the
information and training they
15
Support
customer
service
improvement
s
improving the ways stock is

stored and moved are likely
to be profitable
The
causes
of
stock
deterioration and damage
and
how
these
affect
products
The companys requirements
and quality standards for
storage
The information colleagues
need to be able to use the
storage system effectively
Company
policy
and
procedures for protecting
goods that are at risk of
damage or deterioration
The companys systems and
procedures for moving and
storing stock
How customer experience is
influenced by the way service
is delivered
How customer feedback is
obtained
How to work with others to
identify and support change
in the way service is
delivered
Why it is important to give a
positive impression to your
customer about the changes
made by your organisation
even if you disagree with
them
Reasons made to improve
customer service
Idea for improving customer
service to a colleague with
the appropriate authority to
approve the change
Customer service procedures
based on your own idea or
proposed
by
your
organization
Positive
impression
of
changes that have been made
and positively with others to
support customer service
changes
How changes to customer
service are working
Negative effects of changes
need to spot stock that is out

of date or at risk of
deteriorating, and to deal
with it in line with legal and
company requirements
Check
the
storage
and
movement of stock to make
sure that stock is reaching the
shop floor as it is needed
Evaluate the storage, care and
movement of stock and find
ways of running storage and
movement
systems
more
profitably
Gather informal feedback

from your customers
Use
customer
feedback
procedures
to
collect
information
from
your
customers
Use the information from your
customers to develop a better
understanding
of
their
customer service experience
Identify ways the service you
give could be improved based
on information you have
gathered
Share your ideas for improving
customer
service
with
colleagues
Identify a possible change that
could be made to improve
customer service
Present
your
idea
for
improving customer service to
a
colleague
with
the
appropriate
authority
to
approve the change
Carry out changes to customer
service procedures based on
your own idea or proposed by
your organization
Keep your customers informed
of changes to customer
service
Give customers a positive
16
and how
avoided
these
can
be
Develop
Your sales targets and when
individual
you should achieve them by
retail service Client profiles relevant to the
opportunitie
brands and services you are
s
personally responsible for
selling
The number and types of
clients you are likely to need
in order to meet your sales
Targets
Company
policies
and
procedures for developing
business relationships with
clients
How best to balance youre
time between finding new
clients and selling to existing
clients
How often to review your
progress in finding new clients
How to measure your progress
in ways that help you decide if
you need to change your
approach
When and how you should
report your progress to your
manage
The
type
of
business
relationships you need to
create with potential clients
The image your company
wants
to
promote
to
customers
The
difference
between
features and benefits
The features and benefits of
the service you provide
How to talk to potential
clients in a persuasive way
about your service
How to find out about
impression of changes that

have been made
Work positively with others to
support
customer
service
changes
Discuss with others how
changes to customer service
are working
Work with others to identify
any negative effects of
changes and how these can be
avoided
Identify the types of client
who would benefit from your
service and whose custom
would help you achieve your
sales targets
Suggest ideas for building the
client base that are suitable
for the client profiles and
achievable bearing in mind
the budget and time available
and company image and policy
Follow company policies and
procedures for building the
client base
Review your progress against
your
plans
at
suitable
intervals
Recognize whether you are
achieving the results you need
and adjusting your plans when
necessary
Give your manager clear and
accurate reports of your
progress at the agreed times
Spot suitable opportunities to
approach potential clients
Approach potential clients in a
way
that
projects
your
companys image effectively
and is likely to help create a
business relationship
Quickly create a rapport with
potential clients
Talk to potential clients in a
persuasive way about your
services
Compare your service with
competitors services in ways
that
make
clear
the
advantages of your service
while being honest and fair
17
competitors services
How to compare competitors
services with yours, so that
potential
clients
can
understand how using your
service would benefit them
How to identify suitable
opportunities for approaching
potential clients
How to approach potential
clients in a way that creates a
positive impression of you and
your company and is likely to
help
create
a
business
relationship
How to create a rapport
quickly
with
prospective
clients
The information you need to
exchange
with
potential
clients
Why you need to keep any
promises
you
make
to
potential clients, for example
sending them information
they have asked for
How to record information
about potential clients so that
you can use it effectively
Why client confidentiality is
important to the business
relationship
Relevant aspects of the data
protection laws and company
policy to do with client
confidentiality
Communicat How
to
make
sure
e effectively
information is correct and
with
current
stakeholders The different documents /
report formats that you are
required to keep
Your
organizations
procedures and policies for
preparing and passing on
written information
How to make sure your
communication equipment is
working properly and what
to do if it isn't
The limits of your authority
and responsibility for passing
on information
Exchange relevant information

with potential clients when
appropriate
Record client information
promptly, accurately and in a
way that allows you to use the
information effectively
Store
and
use
client
information in line with data
protection laws and company
policy
When it is not possible to keep
promises to potential clients,
tell them promptly and offer
any other suitable information
or help
Pass on written information

only
to
those
people
authorised to receive it and
within agreed timescales
Keep the information in
written documents as required
by your organization;
Maintain the communication
mediums
in
line
your
instructions and organisation's
procedures
Make sure the communication
equipment you use is working
properly,
take
corrective
action as required
Acknowledge
incoming
communication promptly and
18
The regulations or policies

that you should follow for
using
communications
systems,
including
for
private use
What to do if there are
problems
in
using
communications equipment,
and
the
location
of
alternatives that you could
use
The terminology that you
should use in communication
mediums (phonetic alphabet,
the 24 hour clock, call signs,
etc)
Who to ask if you need to
clarify something, or ask
questions about your work
How to talk and work with
others to work efficiently,
without adversely affecting
your
own
work;
the
difference between hearing
and listening
How to use and read body
language effectively
How to use questions to
check that you understand
what customers are telling
you
How to summarize and speak
clearly
The relevant legislation,
organizational policies and
procedures that apply to
joint working
The roles and functions of
your stakeholders and their
broad structures, methods of
communication and decision
making processes
The principles and benefits
of joint working between
different stakeholders
The factors likely to hinder
joint working
clearly, using appropriate

terminology
Pass on information to persons
who require it within agreed
timescales
Check to ensure that the
information you give is
understood by the receivers
Take prompt and effective
action when there is difficulty
in transmission or reception of
information
Accurately interpret and act
upon instructions that you
receive
Make
sure
you
get
clarifications when you need
to
Consult with and help your
team members to maximise
efficiency in carrying out tasks
Give instructions to others
clearly, at a pace and in a
manner that helps them to
understand
Listen actively and identify
the most important things
that customers are saying
Identify the most important
things that customers are
telling you
Summarize information for
customers
Use
appropriate
body
language when communicating
with customers
Read your customers body
language
to
help
you
understand their feelings and
wishes
Deal with customers in a
respectful,
helpful
and
professional way at all times
Help to give good customer
service by passing messages to
colleagues
Understand the roles and
responsibilities
of
the
different people you will be
working with
Agree
and
record
arrangements
for
joint
working that are appropriate
19
Reducing the Current

legislation,
risks
to
standards of practice and
health and
guidelines relating to health
safety
at
and
safety
in
your
work
workplace, particularly your
responsibilities, and how to
comply
with
these
requirements
Typical risks and dangers to
health and safety likely to
happen in your normal
workplace
The
limits
of
your
responsibility and ability in
taking immediate action to
reduce the effects of risks
How to use appropriate
equipment
and
alarm
systems to limit danger
How and from where to get
help to deal with dangerous
situations;
The details that you should
record and report relating to
risks, dangers and action
taken
Current
legislation,
standards of practice and
guidelines relating to health
and effective
Agree to the information
sharing timing, reasons and
confidentiality
Discuss on how and when the
joint work will be monitored
and reviewed
Undertake your role in the
joint working in a way that is
consistent with agreements
made, your own job role and
relevant
policies
and
standards
Represent your agency's views
and policies in a clear and
constructive way
Identify any tensions and
issues in the joint working and
seek to address them with the
people involved
Seek
appropriate
support
when you are having difficulty
working effectively with staff
in other agencies
Recognize
actual
and
potential health and safety
risks in your work area
Take immediate and effective
action to limit the effects of
risks, without putting yourself
or others in danger and also
give clear information or
instructions to other people
Be certain that action you
take is within the limits of
your authority, responsibility
and ability
Get immediate help from
appropriate persons if you
cannot deal effectively with
the danger
Report fully and accurately to
the appropriate person the
details of risks and the action
you took
Keep work areas for which you
are responsible free from
unnecessary hazards and risks
Keep emergency and escape
routes free from obstructions
Carry out your work activities
at all times in line with the
relevant health and safety
20
and
safety
in
your
legislation, codes of practice
workplace, particularly your
and guidelines
responsibilities, and how to Use your personal safety
comply
with
these
equipment and clothing in line
requirements
with your instructions and
Why it is important to
guidelines
maintain a safe workplace Report hazards that could
and what you can do to help
endanger the safety of the
The kind of personal safety
workplace to the relevant
equipment and clothing you
person,
giving
full
and
should use, when and how to
accurate details
use it
Report difficulties (in full and
How the way you work and
accurate detail) that you have
your personal conduct affect
in
keeping
to
your
the health and safety of your
organizations
health
and
workplace
safety policies, instructions or
guidelines to the appropriate
Where and how to get help if
people
you need it to maintain
safety in your workplace;
The details that you should
record and report relating to
hazards in your workplace
21
Performance Criteria
Performance criteria set out the required level of job performance in evolving terms
i.e. in a way, which an assessor can use to decide whether or not it is acceptable.
They are a guide to assessment, not the actual assessment document or tool. Under
the Performance Criteria, range statement identifies the range of context and
conditions to which the performance criteria apply. It places the unit of competency
in the context in which performance should be demonstrated. It defines the
boundaries within which a unit of competency and its performance criteria apply. It
also describes specific factors, which are applicable between different work sites and
environment. The performance criteria of each and every elements of competence
are as under:
Competency Statement 1:
Maintain the Availability of Goods for Sale to

Customers in a Retail Environment
Element 1: Organize Staff to Display Goods for Retail Sale

Teaching and Learning Method: Interactive Lecture, Role Play
Whether the trainee is able to:
Yes
No
PC1. Confirm the purpose of the display and any relevant requirements and
standards and, where necessary, check them with the appropriate
authority
PC2. Clearly explain to staff the purpose of the display and any relevant
PC3. Provide opportunities for staff to check they understand the requirements
and standards of the display
PC4. Check that staff prepare the display area and put the display together in a
way that causes the least inconvenience to customers
PC5. Provide constructive feedback to staff on their performance
PC6. Check that the assembled display conforms to company requirements and
standards
PC7. Obtain permission from the appropriate authority to modify or change the
display
PC8. Monitor that information has been placed accurately and legally, and is
chosen and positioned to promote sales effectively
PC9. Keep complete, accurate and up-to-date records of displays
22
Element 2: Assess how Effective Displays are in a Retail Environment

Teaching and Learning method: Interactive Lecture, Role Play
Yes
No
PC10. Identify what standards the display should meet

PC11. Check displays against all the relevant standards to decide how effective
they are
PC12. Encourage staff to make helpful comments and identify changes that may
make the display more appealing to customers
PC13. Ask the right person for permission to make any changes that you cannot
authorize yourself
PC14. Give staff clear instructions and encouragement so that they can make
any changes needed to the display
PC15. Take prompt and suitable action to deal with any risks to security or
health and safety that your assessment has revealed
Element 3: Keep Products Available and Maintain their Quality in a Retail

Environment
Yes
No
PC16. Collect and record accurate information on price changes

PC17. Give accurate, up-to-date price information to the staff that needs it
PC18. Regularly check price marking and promptly sort out any pricing problems
you spot
PC19. Make sure that stock replenishment plans are up-to-date and realistic
PC20. Deal with out-of-date or deteriorating stock in line with company policy
and any relevant laws
PC21. Involve staff in spotting potential improvements to the way stock is
organised and presented
PC22. Spot realistic and effective ways of improving how stock is organised and
presented
PC23. Get permission from the right person, where necessary, to improve the
way stock is organised and presented
PC24. Make sure that you maintain customer goodwill and staff morale while
stock is being re-organised
23
Competency Statement 2: Organize the Receipt and Storage of Goods in a Retail

Environment
Element 1: Organize Staff to Receive and Check Incoming Deliveries in a Retail
Environment
Teaching and Learning Method: Interactive Lecture, Demonstration
Yes
No
PC1. Gather enough competent staff and brief them well enough before
deliveries are received
PC2. Make sure that the area for receiving goods is prepared and that you have
enough storage space for the delivery
PC3. Check that deliveries are unloaded safely and securely
PC4. Make sure that goods are promptly checked against requirements
PC5. Make sure that delivery records are complete and accurate and processed
promptly
PC6. Use delivery records to check that each supplier has met your companys
service needs
PC7. Spot problems with deliveries and sort them out promptly
Element 2:
Organize and Maintain Storage Facilities in a Retail Environment
Teaching and Learning Method: Interactive Lecture, Demonstration, Visits

Y
es
PC8.
Organise storage facilities to take account of day-to-day work, safety

requirements and the need to keep goods secure and in a saleable
condition
PC9. Give staff accurate, up-to-date information and suitable training so they
can use the storage system securely, safely and in line with relevant
legal requirements
PC10. Give staff clear roles and responsibilities for storing and moving goods and
check they understand these roles and responsibilities
PC11. Develop and update plans to cope with unforeseen storage problems
PC12. Check regularly that staff are storing and moving goods competently,
safely, securely and in line with relevant legal requirements
PC13. Keep complete, accurate and up to date stock records that can be found
easily by everyone who needs them
24
Element 3: Check the Storage and Care of Stock in a Retail Environment

Yes
No
PC14. Keep up a routine for checking storage facilities and stock

PC15. Carry out spot checks of storage facilities and stock at suitable intervals
PC16. Make sure staff have the information and training they need to spot stock
that is out of date or at risk of deteriorating, and to deal with it in line
with legal and company requirements
PC17. Check the storage and movement of stock to make sure that stock is
reaching the shop floor as it is needed
PC18. Evaluate the storage, care and movement of stock and find ways of
running storage and movement systems more profitably
Competency Statement 3: Support Customer Service Improvements

Element 1: Use Feedback to Identify Potential Customer Service Improvements
Teaching and Assessment Method: Role Play & Visit
PC1. Gather informal feedback from your customers
PC2. Use customer feedback procedures to collect information from your
customers
PC3. Use the information from your customers to develop a better understanding
of their customer service experience
PC4. Identify ways the service you give could be improved based on information
you have gathered
Yes
No
PC5. Share your ideas for improving customer service with colleagues
Element 2: Contribute to the Implementation of Changes in Customer Service

Teaching and Assessment Method: Role Play & Visit
Yes
No
PC6. Identify a possible change that could be made to improve customer service
PC7. Present your idea for improving customer service to a colleague with the
appropriate authority to approve the change
PC8. Carry out changes to customer service procedures based on your own idea
or proposed by your organization
25
PC9. Keep your customers informed of changes to customer service

PC10. Give customers a positive impression of changes that have been made
PC11. Work positively with others to support customer service changes
Element 3: Assist with the Evaluation of Changes in Customer Service

Yes
No
PC12. Discuss with others how changes to customer service are working
PC13. Work with others to identify any negative effects of changes and how
these can be avoided
Competency Statement 4: Develop Individual Retail Service Opportunities

Element 1: Plans for Finding New Retail Clients
Teaching and Learning Method: Interactive Lecture, Visit to Stores/Malls
Yes
No
PC1. Identify the types of client who would benefit from your service and
whose custom would help you achieve your sales targets
PC2. Suggest ideas for building the client base that are suitable for the client
profiles and achievable bearing in mind the budget and time available
and company image and policy
PC3. Follow company policies and procedures for building the client base
PC4. Review your progress against your plans at suitable intervals
PC5. Recognize whether you are achieving the results you need and adjusting
your plans when necessary
PC6. Give your manager clear and accurate reports of your progress at the
agreed times
26
Element 2: Market your Service to Potential Retail Clients

Teaching and Learning Method: Interactive Lecture
Yes
No
PC7. Spot suitable opportunities to approach potential clients

PC8. Approach potential clients in a way that projects your companys image
effectively and is likely to help create a business relationship
PC9. Quickly create a rapport with potential clients
PC10. Talk to potential clients in a persuasive way about your services
PC11. Compare your service with competitors services in ways that make clear
the advantages of your service while being honest and fair
PC12. Exchange relevant information with potential clients when appropriate
PC13. Record client information promptly, accurately and in a way that allows
you to use the information effectively
PC14. Store and use client information in line with data protection laws and
company policy
PC15. When it is not possible to keep promises to potential clients, tell them
promptly and offer any other suitable information or help
Competency Statement 5: Communicate Effectively with Stakeholders

Element 1: Handle Business Communication Mediums Effectively
Yes
No
PC 1. Pass on written information only to those people authorized to receive it

and within agreed timescales
PC 2. Keep the information in written documents as required by your
organization;
PC 3. Maintain the communication mediums in line your instructions and
organizations procedures
PC 4. Make sure the communication equipment you use is working properly
takes corrective action as required
PC 5. Acknowledge incoming communication promptly and clearly, using
appropriate terminology
PC 6. Pass on information to persons who require it within agreed timescales
PC 7. Check to ensure that the information you give is understood by the
receivers
PC 8. Take prompt and effective action when there is difficulty in transmission
or reception of information
27
Element 2: Communicate Effectively with Stakeholders & Customers

Yes
No
PC 9. Accurately interpret and act upon instructions that you receive

PC 10. Make sure you get clarifications when you need to
PC 11. Consult with and help your team members to maximise efficiency in
carrying out tasks
PC 12. Give instructions to others clearly, at a pace and in a manner that helps
them to understand
PC 13. Listen actively and identify the most important things that customers are
saying
PC 14. Identify the most important things that customers are telling you
PC 15. Summarize information for customers
PC 16. Use appropriate body language when communicating with customers
PC 17. Read your customers body language to help you understand their feelings
and wishes
PC 18. Deal with customers in a respectful, helpful and professional way at all
times
PC 19. Help to give good customer service by passing messages to colleagues
Element 3: Develop and

Stakeholders
Sustain
Effective
Working
Relationships
with

Yes
No
PC 20. Understand the roles and responsibilities of the different people you will
be working with
PC 21. Agree and record arrangements for joint working that are appropriate and
effective
PC 22. Agree to the information sharing timing, reasons and confidentiality
PC 23. Discuss on how and when the joint work will be monitored and reviewed
PC 24. Undertake your role in the joint working in a way that is consistent with
agreements made, your own job role and relevant policies and
standards
PC 25. Represent your agency's views and policies in a clear and constructive way
PC 26. Identify any tensions and issues in the joint working and seek to address
them with the people involved
PC 27. Seek appropriate support when you are having difficulty working
effectively with staff in other agencies
28
Competency Statement 6: Reducing the Risks to Health and Safety at Work

Element 1: Recognize and Respond to Risks in your Workplace
Teaching and Learning Method: Interactive Lecture, Visit to Stores/Malls
Yes
No
Yes
No
PC 1. Recognize actual and potential health and safety risks in your work area
PC 2. Take immediate and effective action to limit the effects of risks, without
putting yourself or others in danger and also give clear information or
instructions to other people
PC 3. Be certain that action you take is within the limits of your authority,
responsibility and ability
PC 4. Get immediate help from appropriate persons if you cannot deal
effectively with the danger
PC 5. Report fully and accurately to the appropriate person the details of risks
and the action you took
Element 2: Contribute to Maintaining a Safe Workplace

Teaching and Learning Method: Interactive Lecture
PC 6. Keep work areas for which you are responsible free from unnecessary
hazards and risks
PC 7. Keep emergency and escape routes free from obstructions
PC 8. Carry out your work activities at all times in line with the relevant health
and safety legislation, codes of practice and guidelines
PC 9. Use your personal safety equipment and clothing in line with your
instructions and guidelines
PC 10. Report hazards that could endanger the safety of the workplace to the
relevant person, giving full and accurate details
PC 11. Report difficulties (in full and accurate detail)that you have in keeping
to your organizations health and safety policies, instructions or
guidelines to the appropriate people
29
RS301-NQ2012
Fundamentals of Retailing
30
Introduction
Retailing in India is one of the biggest sectors witnessing tremendous transformation.
The Indian retail industry is fifth largest industry and second largest employer after
agriculture offering bright and exciting career opportunities.
Indian marketing system is transformed
from ancient market to modern market.
Ancient marketing where trade was
conducted by barter system for example,
a
farmer who grew 500 kg of wheat would
keep 100 kg needed other things, viz.,
clothes, utensils, pulses, salt, etc. He
would therefore exchange the balance
400 kg wheat with other people who
made or produced other things. Trade also took place in village markets or Haats
where people exchanged goods with each other.
Whereas in modern marketing money is used to
buy daily needed things. Now a days things
which are of daily needs available at nearest
shop. This is because it is no longer possible to
approach all the people who manufacture the
goods you need directly. Also with improvement
in transport system, goods that are manufactured
far away, even overseas, are available in your
neighborhood.
It is general experience of shopping that it is
extensively planned before entering into the retail environment. Sometimes decision
of shopping any goods or item is made because of the layout and display of products
but not because of planned shopping list. Many times these decisions are made by
someone working in retail operations. The main retail operations include - Cash
handling, Safety and Security, Customer Service, Refunds and Returns, Visual
Merchandising and Inventory etc. If you are interested in a career in this field, it is
required that you probably have to have good communication skills and the ability to
handle difficult customers.
This unit will focus on fundamentals of retiling, its significance and the emergence of
various formats in retailing. The four sessions will cover an understanding of the
basics of retailing, retail formats, functions of retailers and trends in retailing.
Session 1: Basics of Retailing

31
Relevant Knowledge
Retail refers as a business activity to sell the
goods in small quantities as per the requirements
of the customers. Retailing includes all the
activities involved in selling goods or services to
the final consumers for personal or non-business
use. A retailer or retail store is any business
enterprise whose sales volume comes primarily
from retailing.
In simple words, any organization selling to final
consumers whether it is a manufacturer,
wholesaler or retailer is doing retailing. It does
not matter how goods or services are sold in a store, on the street, or through
internet. Retailing thus may be understood as the final step in the distribution of
merchandise, for consumption by the end users. In easy terms, any individual or firm
that sells products to the final consumers is performing the function of retailing.
Meaning and Importance of Retailing
The purpose of Retail business is to

sell goods and services to the end
users
for
their
personal
or
It is first thing to understand meaning and origin
household consumption at the right
of retailing. The term retail is derived from
time and at the right place.
French word retailer which means to cut-off a
piece or to break the bulk. Now we see the
The person who does this business
term retail, to refer as a business activity to sell
activity in a small quantity or one
the goods in small quantities as per the
who repeats or relates is a Retailer.
requirements of the customers. Retailing is seen
as the final step in the distribution of products
for consumption of end users. Therefore, it includes all the activities involved in the
marketing of goods and services directly to the consumers for their personal or
household consumption. For instances, we often see the kirana shopkeepers
undertaking various activities of retailing in our localities.
Retailing business is now not the same as in the past. Retail business is undergoing
rapid transformation in its marketing practices. Till a few years ago, we bought
most items of daily use from small shops in our neighborhood or a market
close by. These shops such as Kirana stores or general stores are owned by
individuals, who usually sit in the shop themselves and sell their goods with
the help of a few assistants. In the last few years, however, the concept of
32
large departmental stores and malls has been introduced, which also provide us
with the same products.
To-day, the traditional formats like hawkers, grocers and paan shops co-exist with
modern formats like super-markets, departmental stores, hypermarkets, shopping
malls and non-store retailing units such as multi level marketing and teleshopping.
Retailers ranges in size from small, independent and owner- operated shops to
national and international giant categories. The increasing income levels, new
products, standard of living, competition in the market and increasing consumption
patterns have contributed for the demand creation of these varied stores.
On the other side, with the advancement of IT and communication, electronicretailing became a reality to create a platform to the sellers to sell their products
through television channels and internet for which payments can be made through
online payments or e-banking.
With changing needs and wants of consumer the growth in retail sector is inevitable
and promising fast paced and exciting career options.
At this point, it is essential to understand the
term wholesale as both wholesalers and
retailers are intermediaries in distribution
channels. Wholesale involves in selling to
individuals or organizations for their business
use or for resale purpose In other words,
wholesalers buy and resell merchandise to
retailers and other merchants and not to the
consumers. Normally, wholesalers sell large
quantities. They take the title of the goods.
They also provide credit facility to the retailers. A wholesaler acts as an intermediary
between the manufacturer and the retailer.
Tips: Ask your student to appreciate the meaning and importance of retailing.
Organized and Unorganized Retail

The retail sector is presently undergoing a great
transition in India. Previously, customers used to
purchase their necessities from kirana shops or
from the mobile vendors or the mandis. This later
changed to bigger shops run by one man with a
few employees. Gradually, more sophistication
seeped into this sector and department stores
33
came into being. This has made the beginning for the organized sector. Therefore,
retail sector can be seen as unorganized and organized retailing. Let us now
understand each of these concepts.
The Indian Retail Industry, which was traditionally dominated by small family run
kirana stores is characterized by poor infrastructure, inefficient upstream processes,
lack of modern technology, inadequate funding and absence of skilled manpower is
known as unorganized retailing.
Organized retailing refers to running a business in an organized and scientific manner.
Organized retailing has brought in a remarkable advantage for the consumers and has
a huge potential for growth that leads to a higher GDP contribution to the country and
generate employment.
In India unorganized retailing includes units whose activity is not registered by any
statute or legal provision, and/or those, which do not maintain regular accounts. This
sector is characterized by small and scattered units which sell products or services
out of a fixed or mobile location. Mostly these traditional units include mandis, haats,
melas, and the local baniya/ kiranas, paanwala, and others like cobbler, vegetable,
fruit vendor etc., would be termed as the unorganized retailers.
On the other hand, organized retail is
nothing but a retail place where all the
items are segregated and brought under
one roof, unlike the unorganized retail
where different goods are sold in
different shops. Organized retailing
provides large number of brands
available and different types of products
at one place. Organized retail deals with
multiple formats, which is typically a multi-owner chain of stores or distribution
centers run by professional management. Today, organized retailing has become an
experience characterized by comfort, style and speed. It is something that offers a
customer more control, convenience and choice along with an experience.
After understanding the concepts of unorganized and organized retailing let us now
differentiate between these two.
34
Differences between Organized and Unorganized Retail

Differences between organized and unorganized
retail can be specified on the basis of their
ownership, logistic and supply chain facilities and
structure of management .The details are as
follows:
1. In organized sector, the retail units are offer
large variety of items through its retail outlets.
But in unorganized sector, very few items are
offered for sale in the outlets.
2. In organized sector, the size of the retail outlet
is very large and stores layout and design are very attractive and comfortable to
the customers. But in unorganized sector, the size is very small and usually proper
layout and design of the stores is not found.
3. The size of the employees is very large in organized sector. But in unorganized
sector, the employees are very less in comparison with organized sector.
4. In organized retailing, the capital requirement is very high & does not enjoy
perpetual succession. In unorganized retailing, the capital requirement is very low
& the business enjoys perpetual succession.
5. Organized sector cover those enterprises or places of work where the terms of
employment are regular and people have assured work. Whereas, the unorganized
sector is characterized by small and scattered units which are largely outside the
control of government.
6. In organized sector, the business unit is run on corporate style. But, in
unorganized sector, the business units are run as sole-trading or partnership units.
7. In organized sector, the network of the retailer is vast and operates number of
branches at different places. But in unorganized sector, the business is confined
to a particular locality and carries the business in a single unit.
Tips: Ask your student to differentiate between Organized and Unorganized
Retail.
Classification of Retailers
Retail stores of different sizes face distinct challenges and their sales volume
influences business opportunities, merchandise purchase policies, nature or promotion
and expense control measures.
35
A marketplace: It is a location where goods and services are exchanged. The

traditional market square is a where traders set up stalls and buyers browse the
merchandise. This kind of market is very old, and countless such markets are still in
operation around the whole world.
Small family run stores: In some
parts of the world, the retail
business is still dominated by small
family-run stores, but this market is
increasingly being taken over by
large retail chains.
Department stores: Very large
stores offering a huge assortment of
"soft" and "hard goods; often bear a
resemblance to a collection of specialty stores. A retailer of such store carries variety
of categories and has broad assortment at
average price. They offer considerable
customer service.
Discount stores: Tend to offer a wide array
of products and services, but they compete
mainly on price offers extensive assortment
of merchandise at affordable and cut-rate
prices. Normally retailers sell less fashionoriented brands.
Warehouse stores: Warehouses that offer low-cost, often high-quantity goods piled
on pallets or steel shelves; warehouse clubs charge a membership fee;
Variety stores: These offer extremely lowcost goods, with limited selection;
Demographic: Retailers that aim at one
particular segment (e.g., high-end retailers
focusing on wealthy individuals).
Mom-and-Pop: It is a retail outlet that is
owned and operated by individuals. The
range of products are very selective and few
in numbers. These stores are seen in local
community often are family-run businesses. The square feet area of the store depends
on the store holder.
36
Specialty stores: A typical specialty store

gives attention to a particular category and
provides high level of service to the
customers. A pet store that specializes in
selling dog food would be regarded as a
specialty store. However, branded stores
also come under this format. For example if
a customer visits a Reebok or Gap store
then they find just Reebok and Gap products in the respective stores.
General store: A rural store that supplies the
main needs for the local community.
Convenience stores: is essentially found in
residential areas. They provide limited amount of
merchandise at more than average prices with a
speedy checkout. This store is ideal for
emergency and immediate purchases.
Hypermarkets: provides variety and huge volumes of exclusive merchandise at low
margins. The operating cost is comparatively less than other retail formats.
Supermarkets: is a self service store consisting
mainly of grocery and limited products on non food
items. They may adopt a Hi-Lo or an EDLP strategy
for pricing. The supermarkets can be anywhere
between 20,000 & 40,000 square feet (3,700 m2).
Malls: has a range of retail shops at a single outlet.
They endow with products, food and entertainment
under a roof.
Category killers or Category Specialist: By supplying wide assortment in a single
category for lower prices a retailer can "kill" that category for other retailers. For few
categories, such as electronics, the products are displayed at the centre of the store
and sales person will be available to address customer queries and give suggestions
when required. Other retail format stores are forced to reduce the prices if a
category specialist retail store is present in the vicinity.
E-Retailers: The customer can shop and order through internet and the merchandise
are dropped at the customer's doorstep. Here the retailers use drop shipping
technique. They accept the payment for the product but the customer receives the
37
product directly from the manufacturer or a wholesaler. This format is ideal for
customers who do not want to travel to retail stores and are interested in home
shopping. However it is important for the customer to be wary about defective
products and non secure credit card transaction. Example: Amazon, Pennyful and
eBay.
Vending Machines: This is an automated piece of equipment wherein customers can
drop in the money in machine and acquire the products.
Some stores take a no frills approach, while others are "mid-range" or "high end",
depending on what income level they target.
Other types of retail store include:
Automated Retail stores are self service, robotic kiosks located in airports,
malls and grocery stores. The stores accept credit cards and are usually open
24/7. Examples include Zoom Shops and Redbox.
Big-box stores encompass larger department, discount, general merchandise,
and warehouse stores.
Convenience store - a small store often with extended hours, stocking everyday
or roadside items.
General store - a store which sells most goods needed, typically in a rural area.
Retailers can opt for a format as each provides different retail mix to its customers
based on their customer demographics, lifestyle and purchase behaviour. A good
format will lend a hand to display products well and entice the target customers to
spawn sales.
Retail stores of different sizes face distinct challenges and their sales volume
influences business opportunities,
merchandise purchase policies,
nature or promotion and expense
control measures.
Tips: Ask your student

classify the retailers and explain the features of different retailers.
to
38
Session Plan 1: Basics of Retailing

1. Session Topic: Basics of Retailing
2. Objectives: To develop students knowledge, skills and abilities to identify the
basics of retailing and classification of retailers.
3. Material/ Equipment: Black-board, Chalk, Charts, Rulers, card-board, sketchpens, computer, slides, open source software for slide presentation, LCD
projector.
4. Preparations
Prepare points for interactive lectures.

Arrange all the materials well in advance.
Prepare the power point presentations for easily understanding the
students.
5. Teaching/ Training Methodology

5.1
Interactive Lecture
Duration: 1 Hour
Process
1. Prepare the points for the lecture.
2. Introduce the topic with suitable short stories.
3. Make an opening by explaining purpose and importance of the lectures and/ or
presentation.
4. Introduce the topic in the class and provide relevant knowledge to the
students.
5. Discuss case study on the basics of retailing and classification of retailers.
6. Show the tables and charts wherever necessary.
7. Prepare power-point presentation with meaningful pictures and figures.
8. Make classes interactive by involving students in discussion on the topic.
9. Ask questions to the students related topic to real examples.
10. Encourage students to ask questions about related to the topic.
11. Clarify doubts and questions of student with suitable examples, short stories
case studies etc.
12. Summarize the topic and emphasize on the key points.
5.2
Practical Session
1. Ask your student to visit to a retail outlet and observe the basic retail activities.
2. Ask your student to visit to various types of retail outlet and identify the different
characteristics.
39
3.
4.
5.
6.
7.
8.
Explain about the various retailing activities.

Classify the various types of retailers
Explain the basis of classifying different retailers.
Identify the different characteristics of legal form of retail formats.
Find out the different characteristics of operational retail formats.
Chart out the different characteristics of other retail formats.
Tips: Ask your student to identify the basics of retailing and classification of
retailers.
5.3
Role Play and Group Discussions
Process
1.
2.
3.
4.
Conduct group discussion on identify the basics of retailing.

Ask the students to make a chart on classification of retailers.
Role play and case study of how to do the basic activities.
Group discussion on classification of retailers.
Checklist for Assessment Activity

Use the following checklist to see the teacher have met all the requirements for
assessment activity.
Part A
Identify the functions of a retailer.
Specify the essential requirements of a retailer.
Identify the services to be rendered by the retailers.
Identify the wholesaler and the retailer.
Identify the features of unorganized retail.
List out the features organized retail.
Differentiate between organized and unorganized retail.
Categorize the retailers.
Part B
Discussed in class the following:
What is retailing?
What are the functions of retailing?
State the essential features of retailing?
What are the services to be rendered by the retailers?
Differentiate between wholesaler and the retailer.
What is unorganized retail?
What is the importance of unorganized retail?
State the features of organized retail?
How do the organized retailers operate?
40
What are the benefits of organized retail to the

consumers?
Part C
Performance Standards
Students demonstrate the generic, technical, professional and organizational
knowledge and skills in order to perform up to the required standards. The
performance standards may include but not limited to:
Performance standards
Yes
No
Able to identify the functions of a retailer.

Able to specify the essentials required for retailing.
Able to specify the services to be rendered by the retailers.
Able to identify the difference between wholesaler and retailer.
Able to identify the various types of unorganized retail units.
Able to identify the features of organized retail units.
Able to list out the benefits of unorganized retail.
Able to identify different types of organized retail units.
41
Session 2: Retail Formats

Relevant Knowledge
A retailer is a person, agent, agency, company, or organization which is instrumental
in reaching the goods, merchandise, or services
to the ultimate consumer. The main function of a
retailer is to buy goods and sell them on to
customers. Goods will be bought in bulk and sold
at a profit. The retailer has to ensure that the
goods they are buying are desirable to the
customers or in demand. Retailers perform
specific activities such as anticipating customers
wants, developing assortments of products,
acquiring market information, and financing.
Another challenge that retailers face is buying
the correct quantities so they do not have too
little or too much of the product.
As we all know, the ease of entry into retail business results in fierce competition and
better value for customer. To enter retailing is elementary and to fail is even easier.
Therefore, in order to survive in retailing, a firm must do a satisfactory job in its
primary role i.e., catering to customers. Retailers cost and profit vary depending on
their type of operation and major product line.
Ways to Categorize Retailers
There are many ways retailers can be categorized depending on the characteristics
being evaluated. For our purposes we will separate retailers based on six factors
directly related to major marketing decisions:
1. Target Markets Served
2. Product Offerings
3. Pricing Structure
4. Promotional Emphasis
5. Distribution Method
6. Service Level and one operational factor
7. Ownership Structure
However, these groups are not meant to be mutually exclusive. In fact, as we will see
in some way all retailers can placed into each category.
42
1.
Target Markets Served
The first classification looks at the type of markets a retailer intends to target. These
categories are identical to the classification scheme we saw in the Distribution
Decisions tutorial when we discussed the levels of distribution coverage.
Mass Market: Mass market retailers appeal to the largest market possible by
selling products of interest to nearly all consumers. With such a large market from
which to draw customers, the competition among these retailers is often fierce.
Specialty Market: Retailers categorized as servicing the specialty market are likely
to target buyers looking for products having certain features that go beyond mass
marketed products, such as customers who require more advanced product options
or higher level of customer service. While not as large as the mass market, the
target market serviced by specialty retailers can be sizable.
Exclusive Market: Appealing to this market means appealing to discriminating
customers who are often willing to pay a premium for features found in very few
products and for highly personalized services. Since this target market is small,
the number of retailers addressing this market within a given geographic area may
also be small.
Tips: Ask your student to classify the target market served retail format.
2.
Product Offerings
Under this classification retailers are divided based on the width (i.e., number of
different product lines) and depth (i.e., number of different products within a
product line) of the products they carry.
General Merchandisers: These retailers carry a wide range of product categories
(i.e., broad width) though the number of different items within a particular
product line is generally limited (i.e., shallow depth).
Multiple Lines Specialty Merchandisers: Retailers classified in this category stock
a limited number of product lines (i.e., narrow width) but within the categories
they handle they often offer a greater selection (i.e., extended depth) than are
offered by general merchandisers. For example, a consumer electronics retailer
would fall into this category.
Single Line Specialty Merchandisers: Some retailers limit their offerings to just
one product line (i.e., very narrow width), and sometimes only one product (i.e.,
very shallow depth). This can be seen online where a relatively small website may
sell a single product such as computer gaming software. Another example may be
a small jewelry store that only handles watches.
Tips: Ask your student to classify the product offering retail format.
43
3.
Pricing Strategy
Retailers can be classified based on their general pricing strategy. Retailers must
decide whether their approach is to use price as a competitive advantage or to seek
competitive advantage in non-price ways.
Discount Pricing: Discount retailers are best known for selling low priced products
that have a low profit margin (i.e., price minus cost). To make profits these
retailers look to sell in high volume. Typically discount retailers operate with low
overhead costs by vigorously controlling operational spending on such things as
real estate, design issues (e.g., store layout, website presentation), and by
offering fewer services to their customers.
Competitive Pricing: The objective of some retailers is not to compete on price
but alternatively not to be seen as charging the highest price. These retailers, who
often operate in specialty markets, aggressively monitor the market to insure their
pricing is competitive but they do not desire to get into price wars with discount
retailers. Thus, other elements of the marketing mix (e.g., higher quality
products, nicer store setting) are used to create higher value for which the
customer will pay more.
Full Price Pricing: Retailers targeting exclusive markets find such markets are far
less price sensitive than mass or specialty markets. In these cases the additional
value added through increased operational spending (e.g., expensive locations,
more attractive design, more services) justify higher retail prices. While these
retailers are likely to sell in lower volume than discount or competitive pricing
retailers, the profit margins for each product are much higher.
Tips: Ask your student to classify the pricing strategy retail format.
4.
Promotional Focus
Retailers generate customer interest using a variety of promotional technique, yet

some retailers rely on certain methods more than others as their principle
promotional approach.
Advertising: Many retailers find traditional mass promotional methods of
advertising, such as through newspapers or television, continue to be their best
means for creating customer interest. Retailers selling online rely mostly on
Internet advertising as their promotional method of choice.
Direct Mail: A particular form of advertising that many retailers use for the bulk of
their promotion is direct mail advertising through postal mail. Using direct mail
for promotion is the primary way catalog retailers distribute their materials and is
often utilized by smaller local companies who promote using postcard mailings.
Personal Selling: Retailers selling expensive or high-end products find a
considerable amount of their promotional effort is spent in person-to-person
contact with customers. While many of these retailers use other promotional
44
methods, in particular advertising, the consumer-salesperson relationship is key to

persuading consumers to make purchase decisions.
Tips: Ask your student to classify the promotional focus retail format.
5.
Distribution Method
Retailers sell in many different formats with some requiring consumers visit a physical
location while others sell to customers in a virtual space. It should be noted that
many retailers are not tied to a single distribution method but operate using multiple
methods.
Store-Based Sellers: By far the predominant method consumers use to obtain
products is to acquire these by physically visiting retail outlets (a.k.a. brick-andmortar). Store outlets can be further divided into several categories. One key
characteristic that distinguishes categories is whether retail outlets are physically
connected to one or more others stores:
Stand-Alone: These are retail outlets that do not have other retail outlets
connected.
Strip-Shopping Center: A retail arrangement with two or more outlets physically
connected or that share physical resources (e.g., share parking lot).
Shopping Area A local center of retail operations containing many retail outlets
that may or may not be physically connected but are in close proximity to each
other such as a city shopping district.
Regional Shopping Mall: Consists of a large self-contained shopping area with
many connected outlets.
Non-Store Sellers: A fast growing method used by retailers to sell products is
through methods that do not have customers physically visiting a retail outlet. In
fact, in many cases customers make their purchase from within their own homes.
Online Sellers: The fastest growing retail distribution method allows consumer to
purchase products via the Internet. In most cases delivery is then handled by a
third-party shipping service.
Direct Marketers: Retailers that are principally selling via direct methods may
have a primary location that receives orders but does not host shopping visits.
Rather, orders are received via mail or phone.
Vending: While purchasing through vending machines does require the consumer
to physically visit a location, this type of retailing is considered as non-store
retailing as the vending operations are not located at the vending companys place
of business.
Tips: Ask your student to classify the distribution method retail format.
6.
Service Level
45
Retailers attract customers not only with desirable products and affordable prices,
but also by offering services that enhance the purchase experience. There are at least
three levels of retail service:
Self-Service: This service level allows consumers to perform most or all of the
services associated with retail purchasing. For some consumers self-service is
considered a benefit while others may view it as an inconvenience. Self-service
can be seen with: 1) self-selection services, such as online purchasing and vending
machine purchases, and 2) self-checkout services where the consumer may get
help selecting the product but they use self-checkout stations to process the
purchase including scanning and payment.
Assorted-Service: The majority of retailers offer some level of service to
consumers. Service includes handling the point-of-purchase transaction; product
selection assistance; arrange payment plans; offer delivery; and many more.
Full-Service: The full-service retailer attempts to handle nearly all aspects of the
purchase to the point where all the consumer does is select the item they wish to
purchase. Retailers that follow a full-price strategy often follow the full-service
approach as a way of adding value to a customers purchase.
Tips: Ask your student to classify the service level retail format.
7.
Store Retailing
Store retailing is classified into two categories which are on the basis of ownership
and on the basis of merchandise offered.
a) On the basis of Ownership
i) Independent Retailer: He is one who owns and operates with a few locals or
family members as assistants. He has direct rapport with the customers.
Examples are local baniya/ kirana store, and the paanwala. He determines the
retail strategy depending on the location and the product mix.
ii) Chain Retailer or Corporate Retail Chain: When two or more outlets are under
a common ownership, it is called a retail chain. These stores are characterized
by similarity in the products offered the ambience, advertising and promotions.
Examples are Bata, Arrow, Louis Philippe Food World etc.
iii) Franchising: A franchise is a contractual agreement between the franchiser
and the franchisee, which allows the franchisee to conduct business under an
established name as per as a particular business format, in return for a fee or
compensation. Examples are Mc Donald, Pizza Hut, Van Heusen, etc.
iv) Consumer co-operatives: A consumer co-operative is a retail institution owned
by its member customers. This type arises largely because of dissatisfied
consumers whose needs are not fulfilled by the existing retailers. Members run
these co-operatives and there is no limitation on their growth opportunities.
46
Examples are Apna Bazars in Mumbai, Kendriya Bhandars, Sahakari Bhandars,

Super bazaars, etc.
b) On the basis of Merchandise Offered
i) Convenience Stores: these are relatively
small stores located near residential areas;
they are open for long hours and offer a
limited line of convenience products like eggs,
bread, milk, vegetables etc.
ii) Supermarkets: Supermarkets are large
retailing stores selling a wide variety of
consumer products, mostly food, household
use and grocery items with a low marginal
gain. It operates on self-service style but has high turnover. It offers minimum
services and operates on cash and carry basis.
iii) Hypermarkets: Hypermarkets combine the features of a supermarket and a
general merchandise store. It is a very large store at typically destination
locations. They are designed to attract customers from a significantly large
area with their low price offers, unique range and offers. It follows self-service
style.
iv) Specialty Stores: A store specializing in a particular type of merchandise or
single product of durable goods (furniture, household goods, consumer
electronics, sports, domestic appliances, jewellery, etc) is termed as specialty
store. They have a very clearly defined target market and their success lies in
serving their needs. Examples are Gautier furniture, Sony electronics, Tata
Gold, etc.
v) Departmental Stores: Departmental stores are
located in central places or busy locality offering a
wide variety of goods under one roof. It requires
more capital to maintain different departments and
huge stock of goods. Profit or loss is calculated on the
entire stock. It is a combination of decentralized
buying and centralized selling. They also establish
restaurants inside these stores. They provide home
delivery services.
vi) Catalogue Showrooms: Catalogue retailers usually specialize in hard goods
(house ware, jewelry, consumer electronics, etc). A customer visits the
showroom and makes his choice of the products using the catalogue mentioning
the code number of the item. The retailer arranges it from the warehouse for
inspection and purchase.
Tips: Ask your student to classify the store retailing formats and their features.
47
8.
Non-store retailing
Non-store type retailing can be classified as direct personal contact and direct
response marketing.
i) Direct Personal Contact: Direct selling involves making a personal contact with
the end consumer, at his home or place of work. Cosmetics, jewelry, home
appliances, educational materials, nutritional products, etc. This type of retailing
follows the party plan or the multi level network. They display and demonstrate
on inviting to a party or customers act like master distributors appointing their
customers on commission basis. For example, Eureka Forbes, Amway, Tupperware
are some well-known companies involved in direct selling.
ii) Direct Response Marketing: Under this type, the customer becomes aware of the
products/services offered through a non- personal medium like mail, catalogues,
phones, television or the internet. It includes various forms of communication with
the consumers like:
a) Mail Order Retailing: this form of retailing eliminates personal selling and store
operations. Appropriate for specific products, the key is using customer
database to develop target catalogs that appeal to narrow target markets.
b) Television Shopping: In this form of retailing, the product is advertised on
television and details about the product features, price, and guarantee/
warranty are explained. Phone numbers are provided for different cities where
the products can be ordered and to get them home delivered. For example, the
Tele-brands programme, which usually presents the fitness and health related
products.
c) E-Shopping: This format allows the customer to evaluate and purchase from the
comfort of his home through the web sites using internet. The products are
delivered after online payment/ to their homes with a strong supply chain and
delivery mechanism.
d) Telemarketing: Telemarketing is the process of communicating with customers
through the telephone, to promote products or services. The executive
contacts customers at a time that is convenient to them. Most companies give
their toll-free numbers for customers to respond. For example, South Element
System, a Hyderabadbased company offers telemarketing services.
Tips: Ask your student to classify the non store retailing formats.
Retailers are faced with many issues as they attempt to be successful. The key issues
include:
Customer Satisfaction: Retailers know that satisfied customers are loyal
customers. Consequently, retailers must develop strategies intended to build
relationships that result in customers returning to make more purchases.
48
Ability to Acquire the Right Products: A customer will only be satisfied if they
can purchase the right products to satisfy their needs. Since a large percentage of
retailers do not manufacture their own products, they must seek suppliers who
will supply products demanded by customers. Thus, an important objective for
retailers is to identify the products customers will demand and negotiate with
suppliers to obtain these products.
Product Presentation: Once obtained products must be presented or
merchandised to customers in a way that generates interest. Retail merchandising
often requires hiring creative people who understand and can relate to the
market.
Traffic Building: Like any marketer, retailers must use promotional methods to
build customer interest. For retailers a key measure of interest is the number of
people visiting a retail location or website. Building traffic is accomplished with
a variety of promotional techniques such as advertising, including local
newspapers or Internet, and specialized promotional activities, such as coupons.
Layout: For store-based retailers a stores physical layout is an important
component in creating a retail experience that will attract customers. The
physical layout is more than just deciding in what part of the store to locate
products. For many retailers designing the right shopping atmosphere (e.g.,
objects, light, sound) can add to the appeal of a store. Layout is also important in
the online world where site navigation and usability may be deciding factors in
whether of a retail website is successful.
Location: Where to physically locate a retail store may help or hinder store
traffic. Well placed stores with high visibility and easy access, while possibly
commanding higher land usage fees, may hold significantly more value than lower
cost sites that yield less traffic. Understanding the trade-off between costs and
benefits of locations is an important retail decision.
Keeping Pace With Technology: Technology has invaded all areas of retailing
including customer knowledge (e.g., customer relationship management software),
product movement (e.g., use of RFID tags for tracking), point-of-purchase (e.g.,
scanners, kiosks, self-serve checkout), web technologies (e.g., online shopping
carts, purchase recommendations) and many more.
Tips: Ask your student to find out the key issues as they attempt to be successful.
Now that we have presented ways in which retailers can be classified, we now use
these categories to distinguish general formats or business models that best describes
a retail operation. These categories are designed to identify the primary format a
retailer follows. In some cases, particularly with the advent of the Internet, a retailer
will be involved in more than one format.
Mom-and-Pop: Represent the small, individually owned and operated retail outlet.
In many cases these are family-run businesses catering to the local community
often with a high level of service but relatively small product selection.
49
Mass Discounters: These retailers can be either general or specialty merchandisers

but either way their main focus is on offering discount pricing. Compared to
department stores, mass discounters offer fewer services and lower quality
products.
Warehouse Stores: This is a form of mass discounter that often provides even
lower prices than traditional mass discounters. In addition, they often require
buyers to make purchases in quantities that are greater than what can be
purchased at mass discount stores. These retail outlets provide few services and
product selection can be limited.
Category Killers: Many major retail chains have taken what were previously
narrowly focused, small specialty store concepts and have expanded them to
create large specialty stores. These so-called category killers have been found in
such specialty areas as electronic (e.g., Best Buy), office supplies (e.g., Staples)
and sporting goods (e.g., Sport Authority).
Department Stores: These retailers are general merchandisers offering mid-tohigh quality products and strong level of services, though in most cases these
retailers would not fall into the full-service category. While department stores are
classified as general merchandisers some carry a more selective product line. For
instance, while Sears carries a wide range of products from hardware to
cosmetics, Nordstrom focuses their products on clothing and personal care
products.
Boutique: This retail format is best represented by a small store carrying very
specialized and often high-end merchandise. In many cases a boutique is a fullservice retailer following a full-pricing strategy.
Catalog Retailers: Retailers such as Lands End and LL Bean have built their
business by having customers place orders after seeing products that appear in a
mailed catalog. Orders are then delivered by a third-party shipper.
E-tailers: Possibly the most publicized retail model to evolve in the last 50 years is
the retailer that principally sells via the Internet. There are thousands of onlineonly retail sellers of which Amazon.com is the most famous. These retailers offer
shopping convenience including being open for business all day, every day.
Electronic retailers or e-tailers also have the ability to offer a wide selection of
product since all they really need in order to attract orders is a picture and
description of the product. That is, they may not need to have the product onhand the way physical stores do. Instead an e-tailer can wait until an order is
received from their customers before placing their own order with their suppliers.
This cuts down significantly on the cost of maintaining products in-stock.
Franchise: As noted in the Distribution Decisions tutorial, a franchise is a form of
contractual channel in which one party, the franchisor, controls the business
activities of another party, the franchisee. Under these arrangements, an eligible
franchisee agrees to pay for the right to use the franchisors business methods and
other important business aspects, such as the franchise name. For instance,
50
McDonald's is a well-known franchisor that allows individuals to use the McDonald's

name and methods to deliver food to consumers.
Convenience Store: As the name implies these general merchandise retailers
cater to offering customers an easy purchase experience. Convenience is offered
in many ways including through easily accessible store locations, small store size
that allows for quick shopping, and fast checkout. The product selection offered
by these retailers is very limited and pricing can be high.
Vending: Within this category are automated methods for allowing consumers to
make purchases and quickly acquire products. While most consumers are well
aware of vending machines allowing customers to purchase smaller items, such as
beverages and snack food, newer devices are entering the market containing more
expensive and bulkier products. These systems require the vending machine have
either Internet or telecommunications access to permit purchase using credit
cards.
Tips: Ask your student to find out the specific type of retail formats.
Session Plan 2: Retail Formats

1. Session Topic: Retail Formats
2. Objectives: To develop students knowledge, skills and abilities to understand the
concept of Retail Format and find out the types of retail formats.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
51

presentation.
students.
5. Discuss case study on understand the concept of Retail Format and find out
the types of retail formats.
case studies etc.
5.2
Practical Session
1. Ask your student to visit to various types of retail formats and observing their
activities.
2. Ask your student to visit to various types of retail formats and observing nature
and list out the characteristics.
3. Explain the importance and benefits of retail formats.
4. Identify what are the formalities required to complete for establishment.
5. Chart out various types of retail formats.
6. Identify the different activities of various retail formats.
Tips: Ask your student to understand the concept of Retail Format and find out
the types of retail formats.
5.3
Process
1.
2.
3.
4.
Conduct group discussion on importance and benefits of retail formats.

Ask the students to make a chart on features of different retail formats.
Role play and case study on activities of various retail formats.
Group discussion on different activities of various retail formats.

Part A
52
1. Classify the store type retailers on the basis of ownership.

2. Classify the store type of retailers on the basis of merchandise.
3. Identify various formats in non-store type of retailing.
Part B
What do understand by independent retailer?
What is franchise retailing?
State the features of consumer co-operatives?
What is organized retailing?
What are the features of hypermarkets?
What is a departmental store?
What are the various forms of non store retailing?
Part C
Yes
No
Able to identify the various types of store retailing formats.

Able to identify the various types of non-store retailing
formats.
Able to specify the basis of classifying store retailing.
Able to specify the basis of classifying non-store retailing.
53
Session 3: Functions of Retailer

Relevant Knowledge
The role of a retailer is to provide the products that he needs in the required quantity
at the required place and at right time. This creates real added value or utility to the
customers. This comes from four different perspectives; they are,
first, is the form utility of a product that is acceptable to the customer,
second, is the time utility keeping the store open when the consumers prefer
to shop,
third, is the place utility being available at a convenient location, and
fourth, is ownership utility when the product is sold.
Retailers Services to the Customers
To supply the goods in small quantities
to consumers at reasonable prices.
To
practice
personal
relations,
courtesy, attentiveness and honesty.
To anticipate the consumer demand
and make available such stock.
To guide the consumer in buying and
providing necessary information.
To provide replacement facility for the
damages.
To display and demonstrate the goods to attract the customers.
To offer credit facility to regular and reliable customers.
Tips: Ask your student to list out the retailers services to the customers.
Retailers Services to the Wholesaler
To provides valuable market information with regard to taste, fashion and
demand for the goods to the wholesaler.
To maintains direct contact with the customers and so he relieves the
wholesaler with regard to maintenance of direct contact.
To helps the wholesaler in getting their goods distributed to the consumer.
To creates demand for the products by displaying the goods to the consumers.
Tips: Ask your student to find out the retailers services to wholesalers.
54
Essential Requirements of Retailers

Establish the shop in a place where customers are attracted.
Stock the goods which are needed by the customers.
Compete in price and quality of goods to be sold.
Be financially sound and cautious of over-stocking or under-stocking.
Up-date with trends in the market and its position.
Ensure window display and counter display to promote sales.
Always be accessible to the customers.
Tips: Ask your student to identify the essential requirements of retailers.
Generally the retailers are performing more number of functions. These are as under:
The retailer buys a variety of products from the wholesaler or a number of
wholesalers. He thus performs two functions like buying of goods and
assembling of goods.
The retailer performs storing function by stocking the goods for a consumer.
He develops personal contact with the consumers and gives them goods on
credit.
He bears the risks in connection with Physical Spoilage of goods and fall in
price. Besides he bears risks on account of fire, theft, deterioration in the
quality and spoilage of goods.
He resorts to standardization and grading of goods in such a way that these are
accepted by the customers.
He makes arrangement for delivery of goods and supply valuable market
information to both wholesaler and the consumer.
In the process of acting as a link between the wholesaler (or the manufacturer) and
the consumer, a retailer performs different functions. These are mentioned bellow:
Buying and Assembling
The retailer stocks wide variety of products to meet the requirements of a large
number of customers. In this context, the retailer has to assemble products of
different manufacturers from different wholesalers through the process of buying. He
selects the best merchandise from each wholesaler and brings all the goods under one
roof. In this way, he performs the twin functions of buying and assembling of goods.
Warehousing and Storing
After purchase of products thus assembled have to be stored by the retailer so that
they are held in reserve stocks out of which consumers requirements are met without
any interruption by selling in small quantities. He maintains ready stock of goods and
displays them in his shop.
55
Grading and Packing

The retailer has to sort out in different lots of goods or products left ungraded by the
producer or the wholesaler. He must make arrangements for proper packing of goods
which are sold loose in small lots for the convenience of consumers.
Selling
The main purpose of retailing business is to sell the products to the consumers. The
retailer is sometimes referred to as buying agent of consumers, producers and
manufacturers regard retailer as a means of dispersing goods to the market and
drawing income into their hands so that they can continue their business of
production. The retailer sells goods in small quantities according to the demand and
choice of consumers. He employs efficient methods of selling to increase his sales
turnover.
Risk Bearing
The retailer has to bear the risk of physical deterioration of goods and fall in value.
The retailer has to stock goods in anticipation of demand from his customers. He
bears the risk of loss due to fire, theft, spoilage, price fluctuations, etc.
The products stored are subject to the usual risks of flood and other natural
calamities.
Risk of spoilage and deterioration due to the very nature of goods
Risk of change in fashion is a very real risk to a retail trader.
Providing Finance
The retailers have to grant credit to consumers. Credit sale in effect means
facilitating the flow of products through the marketing channel to its ultimate goal.
Thus retailers contribute in financing the marketing process.
Supply of Market Information
Retailers are being in touch with the consumers and provide knowledge to consumers
about new products and uses of old products. They study consumers' behaviour,
changes in the tastes, fashions and demand etc. They also collect valuable
information pertaining to the problems of marketing and guide consumers in better
choice of goods. They also provide market information to wholesalers and
manufacturers.
Providing Sales Promotion
56
The retailers display the goods in the racks of retail store. They carry out publicity
through shop decoration, window display, etc. They maintain direct and personal
contacts with consumers. They persuade consumers to buy goods through personal
selling.
Arrange the Transportation
Retailers bear the transportation cost for carry goods from wholesalers and
manufacturers to their shops. They bear the delivery expenses for delivery of goods to
the consumers houses.
From the customer point of view, the retailer serves him by providing the goods that
he needs in the required assortment, at the required place and time.
Arranging Assortment: manufacturers usually make one or a variety of
products and would like to sell their entire inventory to few buyers to reduce
costs. Final consumers in contrast prefer a large variety of goods and services
to choose from and usually buy them in small units.
Breaking Bulk: to reduce transportation costs, manufacturer and wholesalers
typically ship large cartons of the products, which are then tailored by the
retailers into smaller quantities to meet individual consumption needs.
Holding stock: Retailers maintain an inventory that allows for instant
availability of the product to the consumers. It helps to keep prices stable and
enables the manufacture to regulate production.
Promotional support: small manufacturers can use retailers to provide
assistance with transport, storage, advertising, and prepayment of
merchandise.
The Retailer also serves the manufacturers by following way:
Accomplishing the function of distributing the goods to the end users
Creating and Managing a channel of information from manufacturer to the
consumer
Act as a final link in the distribution chain
Recommending products where brand loyalty is not strong or for unbranded
products.
Tips: Ask your student to understand the functions of retailers and identify the
duties and responsibilities of retailers.
57
Session Plan 3: Functions of Retailer

1. Session Topic: Functions of Retailer
functions of retailers and identify the duties and responsibilities of retailers.
projector.
4. Preparations
Prepare the power point presentations for easily understanding the students.
5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
4. Introduce the topic in the class & provide relevant knowledge to the students.
5. Discuss case study on understand the functions of retailers and identify the
case studies etc.
5.2
Practical Session
1. Ask your student to visit to a retail hyper market & observe what kind of functions
the retailers are performed.
2. Ask your student to visit to a retail hyper market & observe what are the duties
and responsibilities performed in the retail stores.
3. List out the functions of the retailers and practices the functions.
4. Identify the duties and responsibilities of retailers.
5. Practice the duties and responsibilities of retailers.
58
Tips: Ask your student to understand the functions of retailers and identify the
5.3
Process
1. Conduct group discussion on functions of retailers.
2. Ask the students to prepare list of functions, duties and responsibilities of
retailers.
3. Role play and case study on functions, duties and responsibilities of retailers.
4. Group discussion on functions of retailers.

Part A
Describe the functions of the retailer.
What is the role of retailer?
What responsibilities retailer bears?
Part B
Functions of retailer.
Role and responsibilities of retailer.
Part C
Yes
No
Able to identify the role of retailer.

Able to identify responsibilities of retailer.
Able to identify functions of retailer.
Session 4: Trends in Retailing

Relevant Knowledge
59
The retail stores are not a new entity, they have been in this world from the early 50's
and in India they have been showing their presence in various forms like departmental
stores, super markets, discount stores, hyper- mart, shopping malls etc.
Indian retailing is undergoing a process of evolution and is poised to undergo dramatic
transformation. The traditional formats like hawkers, grocers and paan shops co-exist
with modern formats like supermarkets and non-store retailing channels such as
multi level marketing and teleshopping. Modern stores trend to be large, carry more
stock keeping units, and have a self-service format and an experiential ambience.
The modernization in retail formats is likely to happen quicker in categories like dry
groceries, electronics, mens apparel and books. Some reshaping and adaptation may
also happen in fresh groceries, fast food and personal care products. In recent years
there has been a slow spread of retail chains in some formats like super markets,
malls and discount stores.
Factors facilitating the spread of chains are the availability of quality products at
lower prices, improved shopping standards, convenient shopping and display and
blending of shopping with entertainment and the entry of Tatas into retailing.
Foreign direct investment in the retail sector in India, although not yet permitted by
the Government is desirable, as it would improve productivity and increase
competitiveness. New stores will introduce efficiency. The customers would also gain
as prices in the new stores tend to be lover. The consequences of recent
modernization in India may be somewhat different due to lower purchasing power and
the new stores may cater to only branded products aimed at upper income.
Segments: The Indian retail environment has been witnessing several changes on the
demand side due to increased per capita income, changing lifestyle and increased
product availability. In developed markets, there has been a power shift with power
moving from manufactures towards the retailers.
The strategies used by retailers to wrest power include the development of retailers
own brands and the introduction of slotting allowances which necessitate payments by
manufactures to retailers for providing shelf space for new products.
The recent increased power of retailers has led to the introduction of new tactics by
manufactures such as everyday low pricing, partnership with retailers and increased
use of direct marketing methods.
Rural bias: Nearly two thirds of the stores are located in rural areas. Rural retail
industry has typically two forms: "Haats" and Melas". Haats are the weekly markets:
60
serve groups of 10-50 villages and sell day-to-day necessities. Melas are larger in size
and more sophisticated in terms of the goods sold (like TVs).
Tips: Ask your student to identify the segments for urban and rural areas.
Growth Drivers for Indian Retailing
The Indian Retail growth can be attributed to the several factors including:
Demography Dynamics: Approximately 60 percent of Indian population is below 30
years of age.
Double Incomes: Increasing instances of Double Incomes in most families coupled
with the rise in spending power is another factor.
Plastic Revolution: Increasing use of credit cards for categories relating to
Apparel, Consumer Durable Goods, Food and Grocery etc.
Urbanization: Increased urbanization has led to higher customer density areas
thus enabling retailers to use lesser number of stores to target the same number
of customers. Aggregation of demand that occurs due to urbanization helps a
retailer in reaping the economies of scale.
Easy Availability of Transportation: Covering distances has become easier with
increased automobile penetration and an overall improvement in the
transportation infrastructure, covering distances has become easier than before.
Now a customer can travel miles to reach a particular shop, if he or she sees value
in shopping from a particular location.
Technology in Retail: Over the years as the consumer demand increased and the
retailers geared up to meet this increase, technology has evolved rapidly to
support this growth.
Tips: Ask your student to identify the growth drivers for Indian retailing and find
out its implications.
Customer Interfacing Systems
Bar Coding and Scanners: Point of sale systems use scanners and bar coding to
identify an item use pre-stored data to calculate the cost and generate the total
bill for a client. Tunnel Scanning is a new concept where the consumer pushes the
full shopping cart through an electronic gate to the point of sale. In a matter of
seconds, the items in the cart are hit with laser beams and scanned. All that the
consumer has to do is to pay for the goods.
Payment: Payment through credit cards has become quite widespread and this
enables a fast and easy payment process. Electronic cheque conversion, a recent
development in this area, processes a cheque electronically by transmitting
transaction information to the retailer and consumer's bank. Rather than manually
process a cheque, the retailer voids it and hands it back to the consumer along
61
with a receipt, having digitally captured and stored the image of the cheque,
which makes the process very fast.
Internet: Internet is also rapidly evolving as a customer interface, removing the
need of a consumer physically visiting the store.
Tips: Ask your student to identify the customer interfacing systems.
Operation Support Systems
ERP System: Various ERP vendors have developed retail-specific systems which
help in integrating all the functions from warehousing to distribution, front and
back office store systems and merchandising. An integrated supply chain helps the
retailer in maintaining his stocks, getting his supplies on time, preventing stockouts and thus reducing his costs, while servicing the customer better.
CRM Systems: The rise of loyalty programs, mail order and the Internet has
provided retailers with real access to consumer data. Data warehousing & mining
technologies offers retailers the tools they need to make sense of their consumer
data and apply it to business. This, along with the various available CRM (Customer
Relationship Management) Systems, allows the retailers to study the purchase
behavior of consumers in detail and grow the value of individual consumers to
their businesses.
Tips: Ask your student to identify the operation support systems.
Strategic Decision Support Systems
Store Site Location: Demographics and buying patterns of residents of an area can
be used to compare various possible sites for opening new stores. Today, software
packages are helping retailers not only in their location decisions but in decisions
regarding store sizing and floor-spaces as well.
Visual Merchandising: The decision on how to place & stack items in a store is no
more taken on the gut feel of the store manager. A larger number of visual
merchandising tools are available to him to evaluate the impact of his stacking
options.
Tips: Ask your student to identify the strategic decision support systems.
Entry of Major Formats of In-Store Retailing
Format
Branded
Stores
Description
The
Value
Proposition
Exclusive showrooms either owned or Complete
range
franchised out by a manufacturer.
available for a given
brand,
certified
product quality.
62
Specialty
Stores
Focus on a specific consumer need, carry Greater choice to

most of the brands available.
the
consumer,
comparison between
brands is possible
Department Large stores having a wide variety of One
stop
shop
Stores
products,
organized
into
different catering to varied/
departments such as clothing,house consumer needs.
wares,furniture,appliances,toys, etc.
Super
Extremely large self-service retail outlets. One
stop
shop
markets
catering to varied
consumer needs.
Discount
Stores offering discounts on the retail Low Prices.
Stores
price through selling high volumes and
reaping economies of scale.
Hyper-mart Larger than a supermarket, sometimes Low prices, vast
with a warehouse appearance, generally choice
available
located in quieter parts of the city.
including
services
such as cafeterias.
Convenience Small self-service formats located in Convenient location
stores
crowded urban areas.
and
extended
operating hours.
Shopping
An enclosure having different formats of Variety
of
shops
Malls
in-store retailers, all under one roof.
available to each
other.
Tips: Ask your student to list out the entry of major formats in-store retailing.
Formats Adopted by Key Players in India
Retailer
RPG Retail
Piramal's
Original formats
Supermarket (Food-world)
Later Formats
Hypermarket (Spencer's) Specialty
Store (Health and Glow)
(Piramyd Discount Store (Tru Mart)
Department Store
Megastore)
Pantaloon
Small format outlets (Shoppe) Supermarket (Food Bazaar) HyperRetail
Department Store (Pantaloon)
market (Big Bazaar) Mall (Central)
K
Raheja Department Store (shopper's Supermarket
(TBA)
Group
stop)
Specialty
Store Hypermarket (TBA)
(Crossword)
Tata/
Department Store (Westside)
Hypermarket (Star India Bazaar)
Trent
Landmark
Department Store (Lifestyle)
Hypermarket (TBA)
Group
Others
Discount Store (Subhiksha, Margin Free, Apna Bazaar), Supermarket
(Nilgiri's), Specialty Electronics
Tips: Ask your student to list out the formats adopted by key players in India.
63
Entry of Shopping Malls

A shopping mall is one or more buildings forming a complex of shops representing
merchandisers, with interconnecting walkways enabling visitors to easily walk from
unit to unit, along with a parking area - a modern, indoor version of the traditional
marketplace.
Shopping malls have many stores altogether and it is very easy to shop around in a
mall because there are many stores under one roof so many stores have different
variety of items you need and now rather than shopping. Malls have many things to do
like entertainment, fun games and many more so you see its not only fun its
everything you get under one roof.
The main advantage of shopping mall is most likely there are good prices at some
stores not all stores. The main disadvantage of shopping mall is well someone could
steal your money but usually it doesn't happen often.
There are so many shops altogether so it really easy to shop around because
everything is so close. The customer save the time and purchase the different
products at one place.
Tips: Ask your student to identify the advantages of entry of shopping malls.
Entry of Non-store Retailing
Non-store retailing is the selling of goods and services outside the confines of a retail
facility. It is a generic term describing retailing taking place outside of shops and
stores (that is, off the premises of fixed retail locations and of markets stands). The
non-store distribution channel can be divided into direct selling (off-premises sales)
and distance selling, the latter including all forms of electronic commerce. Distance
selling includes mail order, catalogue sales, telephone solicitations and automated
vending. Electronic commerce includes online shopping, Internet trading platforms,
travel portals, global distribution systems and tale shopping. Direct selling includes
party sales and all forms of selling in consumers homes and offices, including even
garage sales.
Non-store retailing, sometimes also labeled home shopping, is consistently achieving
double-digit growth, and slowly taking a bigger share of overall retailing. In some
product markets, however, such as travel and books & media, the share is much
higher. In Germany in 2009, 29 per cent of the population was already using the
Internet to book their holidays.
64
According to Eurostat, 38 per cent of European consumers consider the Internet as the
most important source of information about travel and 42 per cent of consumers
purchased travel services over the Internet in 2008.
Low entry thresholds mark the non-store distribution channel. Compared to store
retailing that requires a retail outlet, inventory, cash flow to hire staff and
advertising, non-store retail start-ups usually have to invest little to reach out to
potential buyers of the goods and services they offer.
Non-store retailing is therefore not only used by established brick and mortar business
retailers who develop an online bricks and clicks business model presence, but also by
the individual pure play, often him- or herself a consumer, to create an E shop or to
run sales parties. The rise of social media helps to connect sellers to potential buyers.
The common thread that runs through all non-store retailing is the direct relationship
between a retailer and a customer, without the use of retail store. Non-store retailing
can broadly define into two categories:
Direct Selling: It involves direct personal contact, which may include product
demonstration by the salesman. It is also known as door-to-door selling.
Direct Response Marketing: It does not involve direct contact, which may
include catalogue retailing, direct mailing, TV retailing, e-retailing and vending
machine. It uses a non-personal print or electronic medium to communicate
with consumers.
Tips: Ask your student to find out the advantages of entry of non-store retailing.
65
Session Plan 4: Trends in Retailing

1. Session Topic: Trends in Retailing
segments for urban and rural areas and find out the driving forces in Indian
retailing.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the segments for urban and rural areas and the driving
forces in Indian retailing.
case studies etc.
66
5.2
Practical Session
1. Ask your student to visit to various retail stores for observation of various
customers at different segments.
2. Ask your student to visit to a Retail shops & observe the various customers
behavior and make a small report on it.
3. Identify the various segment in Indian retailing.
4. List out trends in different segments.
5. Differentiate between online retailing and street shopping.
6. Identify the various Driving Forces in Indian Retailing.
7. Find out which factors influencing the driving forces in Indian Retailing.
Tips: Ask your student to identify the segments for urban and rural areas and find
out the driving forces in Indian retailing.
5.3
Case Study and Group Discussions
Process
1.
2.
3.
4.
Conduct group discussion on the segments for urban and rural areas.
Ask the students to prepare list of segments for urban and rural areas.
Case study on driving forces in Indian retailing.
Group discussion on the driving forces in Indian retailing.

Part A
1. Differentiated between different formats of retail store.
2. Differentiate between Customer interface system and Operating support
systems.
Part B
1. Types of formats
2. Retailing growth drivers
3. Store and non-store retailing
4. Customer interface system
5. Operating support systems
67
Part C
Yes
No
Able to identify different formats of retailing.

Enlist customer Interface systems.
Enlist operating support system.
68
RS302-NQ2012
Retail Marketing Mix
69
Introduction
Marketing is regarded as crucial element for the success of any enterprise. Over the
last decade, the Retail Marketing in India has grown significantly. We have witnessed
the launch of a large number of retailers entering into Retail Industry. Retail is the
final stage of any economic activity. By virtue of this fact, retail occupies an
important place in the world economy. Retailing refers to all the activities involved in
selling goods or services to the final
consumers for personal, non-business use.
A retailer or retail store is any business
enterprise whose sales volume comes
primarily from retailing. Put simply, any
firm that sells products to the final
consumer is performing the function of
Retailing.
Retail Market refers to a place where a group of consumers with similar needs and a
group of retailers meet using a similar retail format to satisfy those consumer needs.
Retail Marketing is defined as the process by which a retailer tries to identify the
target market, workout the mix in terms of nature of merchandise offered, pricing
policy, promotion and advertising, location, store design and visual merchandising in
order to satisfy the target market's needs and building a sustainable competitive
advantage. The Retail Marketing Mix can be defined as marketing tools that a retail
organization uses to pursue its marketing objectives. These marketing right goods to
the consumer at the tools or activities enable the retailers to provide right place and
at the right time.
In this unit we will study the various aspects of
retail Marketing Mix which identifies the needs of
target market and satisfy those needs more
effectively and efficiently than their competitors.
Hence, the Retail Marketing Mix should be devised
properly to build up customer loyalty, fostering
good human resources management programmes
for employees, efficient distribution Band
information systems, display unique merchandise,
develop strong relationships with vendors and
offer excellent customer services.
Components of Retail Mix

-
Product
Price
Promotion
Place
Process
People
Physical evidence
70
Session 1: Product Mix

Relevant Knowledge
It comprises policies and procedures retailing to product line to be offered, markets
to sell, new product policy, research and development, Branding, Packaging, Labeling
etc. the products are also termed as merchandise. The different products that the
store offers are termed as Product Mix/ Merchandise Mix. It means retailer offers a
set of all product lines and items for sale to buyers.
Product Classification helps marketers to focus their efforts using consumers buying
behavior. Business can use these buying habits to design marketing efforts for a
clearly defined target audience Products can be broadly classified into two
categories:
1.
Consumer Product
2.
Business Product
1.
Consumer Product: refers to Product

bought by final consumer for personal
consumption. It includes four classes.
a. Convenience product
b. Shopping Product
c. Specially Products
d. Unsought Product
a. Convenience Product: Consumer product that the customer usually buyers

frequently, immediately, and with a minimum of comparison and buying effort
consumer products can be divided further into staples, impulse products, and
emergency products.
Staples Products are those product that consumers buy on a regular basis, such as
ketchup, tooth path etc., impulse products are those product that purchased with
little planning or search effort, such as Candy bar, and magazine, emergency
product is those when consumer need is urgent, for example, umbrellas during a
rainstorm, etc.
b. Shopping Product: Consumer good that the consumer, in the process of selection
and purchase, characteristically compares as such bases as suitability, quality,
price, and style. For example, furniture, clothing, used cars, major appliances and
hotel and motel services.
71
c. Specialty Products: The consumer products with unique characteristic or brand

identification, for which a significant group of buyers are willing to make a special
purchase effort. For example, specific brands and types of cars, high-priced
photographic equipment, designer clothes, etc.
d. Unsought Products: Unsought products are
consumer products that the consumer either does
not knows about or knows about but does not
normally think of buying.
Examples include batteries or life insurance. Your
consumers essentially buy unsought goods when they
have to, almost as an inconvenience rather than the
newest, latest, greatest product they cant wait to
purchase. Other examples of know but unsought
products and services are life insurance and blood
donations to the Red Cross.
2.
Business Product: Business products represent a very important product

category, and in the case of some manufacturers, they are the
only product sold. These are goods that are sold to other businesses, and used
to produce other goods. Business products are marketed differently than
convenience, shopping and specialty products, due to their different nature as
well as the different nature of the prospective buyers. Business Products are
sold to other businesses as opposed to end consumers, and used to produce
other products.
Tips: Ask your student to classify the product and list out the features of
Products.
Branding
Brand is the heart, the soul and the essence of a Company or a product. It is
important to spend time investing in researching, defining and building the brand. It is
because brand is one of the most effective and competitive tool and in a way
differentiates the product from competitor's products. Hence, there is a need to
understand the basic concepts of branding which are detailed below:
a. Brand: It refers to a name, sign, symbol or design or a combination of them which
is intended to be identified from the competitors goods and services.
b. Brand Name: It is that part of the brand which can be vocalised or utterable.
c. Brand Mark: It is that part of the brand which can be recognized but not utterable
such as symbol, design, distinctive colour, etc.
d. Trade Mark: It refers to a brand that is given legal protection.
72
e. Branding: It is the process of giving a name to the product to identify it as the

product of a particular manufacture or distributor.
Objectives of Branding
The objectives that a good brand will achieve
include,
It delivers the message clearly.
i.
ii. It confirms the company's credibility.
iii. It connects the target prospects emotionally
with the company.
iv. It motivates the buyers to buy the product.
v. It strengthens the buyers loyalty.
It has become very important part of Product Management. According to Philip Kotler,
Packaging is an activity which is concerned with protection, economy, convenience
and potential consideration of a Product. Normally, people are confused with the
words Package, people are confused with the words package, Packing and Packaging
which denotes different meanings.
Tips: Ask your student to demonstrate the concept of branding and identify the
objectives of banding.
Packaging
a. Package is a container in which a product
is offered for sale.
b. Packing is the process of wrapping a
product or putting a product into packages
or containers.
c. Packaging is the process which includes all
activities related to planning and designing
of the packages, containers or wrappers.
Hence, packaging is a broader term which includes the activities of both package and
packing. It is considered as the science, art and technology of enclosing or wrapping
the products for distribution, storage, sale and use.
Objectives of Packaging: The objectives of packaging are as follows:
i. To provide Protection to the products from its spoilage and deterioration.
ii. To differentiate the product from that of competitor's products.
iii. To provide convenience in handling products in the transportation.
iv. To generate higher profits to the retailer since effective packaging cuts the
costs of transportation, handling and damages to the product.
73
v.
vi.
vii.
viii.
To
To
To
To
project the image of the product, retailer and the consumer.

facilitate the information on the price of the product.
act as a promotional tool for the product.
help in easy identification of product from that of competitors brands.
Tips: Ask your student to demonstrate the importance of packaging and list out
the objectives of banding.
Labeling
It refers to the act of attaching or tagging labels.
Purposes of Labeling: The purposes of Labeling are:
To bring home the product features.
To facilitate the exchange of goods.
To encourage self-service.
To know about the product and its Producer.
To get information on date of manufacturing and expiry.
To learn about the ingredients used in the product.
To know the process of usage of product.
To learn the name of the manufacturer and to examine his credentials.
To understand the volume and weight of the product.
Types of Labeling: There are three types of Labeling viz., Brand Label, Grade Label
and Descriptive Label.
a. Brand Label: It is used to make a brand more popular. People may prefer to buy
the goods by watching the brand only.
b. Grade Label: It tells about the quality or grade of the product. Grade Label uses a
letter or a number or even a word for products identification. It is normally used
for perishable and non- perishable products.
c. Descriptive Label: It provides maximum information about the product to the
consumer. It gives information on composition, usage, storage, colour, price, date
of manufacturing, expiry date, etc.
Tips: Ask your student to acquaint the purposes of labeling and list out the types
of labeling.
74
Session Plan 1: Product Mix

1. Session Topic: Product Mix
2. Objectives: To develop students knowledge, skills and abilities to acquainted
with the concept of Marketing Mix, list out the features of Product Mix and
develop the Product Life Cycle.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the concept of marketing mix, features of product mix
and develop the product life cycle.
case studies etc.
75
5.2
Practical Session
1. Ask your student to Visit to hyper market and asked to note down the
importance of 7Ps.
2. Conduct the Workshop and shows the product examples and describe the
features of product Mix.
3. Take a real product which is presently sold in the market and analyze its stages
and strategies at every level.
4. Appreciate significance of product Mix and identify the elements of product
mix.
5. List out the features of product and identify the elements of the product mix.
6. Enumerate the stages of PLC with the help of diagram and analyze which stage
is beneficial for retailer how to sustain that stage years long.
Tips: Ask your student to acquainted with the concept of Marketing Mix, list out
the features of Product Mix and develop the Product Life Cycle.
5.3
Process
1. Conduct group discussion on the features of Product Mix.
2. Ask the seven students can prepare seven Ps posters and describe it through
illustrations and repeat the entire class.
3. Case study on real product which is presently sold in the market and analyze
its stages and strategies at every level.
4. Group discussion on the Product Life Cycle.

Part A
Differentiated the various products offered for sale in retail stores.
Differentiated the basic concepts of branding.
Differentiated the concepts Package, Packing and Packaging.
Identify the difference between Brand, Grade and Descriptive labels.
Part B
Discuss the following in Class Room:
Define durable and non- durable goods with suitable examples?
What is the convenience product?
What are shopping products?
76
What is meant by Generic Product?

What is meant by branded and unbranded Product?
What are objectives of branding?
What are objectives of packaging?
What are the purposes of Labeling?
Differentiate Brand, Grade and Descriptive Labels.
Part C
Yes
No
Able to identify the difference between various types of

products.
Able to understand the objectives of Branding and Packaging.
Able to learn the Purpose of Labeling.
Able to identify the differences between various types of
Labeling.
77
Session 2: Price Mix

Relevant Knowledge
Price is an integral element in the Retail
Marketing Mix. It is the factor, which is the source
of revenue for the retailer. The price of the
product also communicates the image of the retail
store to the customers.
To a retailer, price represents quantity of money
received from the customer on sale of goods and
services. To a customer, it represents sacrifice
and hence his perception of value of the product.
Conceptually, it is-
Price =
Quantity of money received by the retailer

-------------------------------------------------------------------------------Quantity of goods and services received by the Buyer/ Customer
"Pricing is a managerial task that involves establishing Pricing objectives identifying

the factors governing the price, ascertaining their relevance and significances,
determining the product value in monetary term and formulation of price polices and
strategies, implementing them and controlling them for the best results".
The above definition of pricing indicates number of activities involved in the process
of determining the retail price of a product, which are as follows:
a) It is a managerial task of establishing pricing objectives.
b) It identifies the factors influencing the price.
c) It ascertains the relevance and significance of factors influencing the price.
d) It determines the value of the product offered for sale by retailer in terms of
money.
e) It formulates the price policies and strategies.
f) It helps the retailer to implement the price policies and strategies.
g) It enables the retailer to control the price policies and strategies to get best
results.
The Retailer today, has little choice in price decision, but to ensure that every
product in the store is on sale at a price that grows profits, preserves market share
and builds customer loyalty.
Tips: Ask your student to identify the factors influencing of pricing in retailing.
78
Objectives of Retail Pricing
Factor Affecting Retail Pricing

- Retail Business Model
- Competitors Pricing
- Economic Conditions
- Target Market and Demand
- Unique of Product
Pricing of product is very sensitive issue, both

undercharging and overcharging are dangerous
to the retailer, because if prices are
undercharged it will not be able to cover its
costs and will get into losses. Before
determining the price, the retailer must establish a pricing objective compatible with
the goals of the organization and its marketing programme. The following are some of
the pricing objectives which should be considered while determining the price of the
products:
1. To Maximum profit of the organization.
2. To get target return on investment.
3. To get target market share.
4. To meet or prevent the competition.
5. To stabilize the price of the products.
6. to expedite cash collection
7. To help in the sale of weak items in the product line.
8. To make it affordable to consumers.
9. To skim the market.
10. To maintain the loyalty of the customers.
Tips: Ask your student to identify the pricing objectives which should be
considered while determining the price of the products in retailing.
Pricing Methods
In Retail Industry, there are three ways of setting prices viz. Cost Oriented Pricing,
Demand Oriented Pricing and Competition Oriented Pricing.
1.
Cost Oriented Pricing: The Price determined by the retailer is based on the
costs incurred by him in procuring and sale of Goods. Following are the cost
based methods:
a. Cost Plus Method: It is also called as Full Cost Pricing and Mark Up Pricing.
Under this method, the price is set to cover cost of materials, labours and
overheads and a predetermined percentage for profit. The percentage
differs from retailer to retailer and even among the products of the same
retail unit.
b. Marginal Cost Pricing: Under this method, fixed costs are ignored and prices
are determined on the basis of marginal cost. The Retailer uses only those
costs that are directly attributable to the output of a specific product. The
79
firm seeks to fix its prices so as to maximize its total contribution to fixed
costs and profit.
c. Rate of Return Pricing: In this method, the main aim of the firm is to fix a
target rate of return on investment that it would be able to yield during the
particular time frame. The investment usually includes the cost of
development and commercialization. The target return is set by the firm
after studying the market conditions. This return on investment is also
known as expected profits for the firm.
2.
Demand Oriented Pricing: Under this Method, the price is determined on the
basis of demand prevailing for the product in the market. Following are the
Demand Oriented Pricing Methods:
a) What the traffic can bear Method: It is very much used by retail traders.
This method brings high profits in the short term. But buyer opposition and
consumerism is bound to set in course of time when a firm sets its prices on
the basis of what the traffic can bear.
b) Skimming Pricing: This method aims at high price and high profits in the
early stage of marketing the products. This method skims the market in the
first instance through high price and subsequently settles down for a lower
price. This method is very useful in pricing the new products, especially the
luxury items.
c) Penetration Pricing: This method seeks to achieve greater market
penetration through relatively low prices. This method is quite useful in
pricing of new products to bring out large volume of sales at a reasonable
price before competitors enter the market with a similar product.
3.
Competition Oriented Pricing: This method of pricing is based on the principle

of competitive parity. The three competition based pricing methods are
premium pricing, discount pricing and parity pricing/ going rate pricing.
a) Premium Pricing: Under this method, the price of the product offered for
sale is more than the price of competitor in the market.
b) Discount Pricing: Under this method, the price of the product offered for
sale will be less than the competitor's price in the market.
c) Parity Pricing: Under this method, the price of the product offered for sale
will be the same as sold by the competitor in the market.
Tips: Ask your student to select the suitable methods for fixation prices in
retailing.
80
Session Plan 2: Price Mix

1. Session Topic: Price Mix
elements of Price Mix and select the methods of pricing in retailing.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the elements of Price Mix and the methods of pricing in
retailing.
case studies etc.
5.2
Practical Session
1. Ask your student to visit to the mall or retail shop and show the students about
the importance and methods of price mix.
81
2. Ask your student to visit to the retail outlet and ask the marketing manger
what methods are using to fix up the prices in the retailing.
3. Demonstrate about the importance of price mix and scrutinize the features of
price mix.
4. Identify the factors influencing the pricing of retail products.
5. Identify the different methods available in fixing the prices in retailing.
Tips: Ask your student to identify the elements of price mix and select the
methods of pricing in retailing.
5.3
Process
1. Conduct group discussion on the elements of Price Mix.
2. Ask the students work to make a small project about the impact of price
changes on the consumers and thereby retail market.
3. Case study on the elements of Price Mix and the methods of pricing in
retailing.
4. Group discussion on the methods of pricing in retailing.

Part A
Identify the factors affecting Retail Pricing.
Determine objectives of Pricing.
Differentiate the various methods of Pricing.
Part B
Discuss the following questions in the Class Room:
What is Retail Pricing?
What factors influence Retail Pricing?
What are the objectives of Retail Pricing?
How to determine the cost oriented price?
How demand oriented price is determined?
How competition based pricing determined in Retailing?
82
Part C
Yes
No
Able to identify the objectives of pricing.

Able to differentiate various methods of pricing.
Able to assess the factors affecting the retail pricing.
83
Session 3: Promotion Mix
Relevant Knowledge
Retail Promotion Mix, is a set of tools, used to inform the customers about the
retailer, the merchandise, services and offers. This is an important component of
Marketing Mix. It is because, after developing the product in the market, the next
task of the marketing manager is to formulate a suitable strategy for promoting the
product. It gives proper information about the products, persuade the customers to
buy them and influence their purchasing decision.
Importance of Promotion in Retailing
The importance of promotion in retailing can be understood with the following
aspects:
1. Promotion makes a positive influence on the customer's perception, attitude
and behavior which will lead to an increase in store loyalty, store visit and
product purchase.
2. Promotion objectives will be specific, measurable, actionable, realistic and
resulted oriented.
3. Promotion enables to identify the specific market, the merchandise, goals and
the period for which the promotional activities will be carried out.
4. Promotion provides information and knowledge about the products to the
consumers.
5. Promotion ensures favorable attitude of consumers towards the retailer and his
products.
Tips: Ask your student to demonstrate the importance of promotion mix.
Forms of Retail Promotion

The different methods of communicating with customers are presented in the
following fig:
84
Methods of Retail Promotion
Paid Impersonal
Communication
(a)
(b)
(c)
(d)
Paid Personal
Communication
Advertising
Sales Promotion
Store atmosphere
Retailer Website
(a)
(b)
Unpaid Impersonal
Communication
(a)
(b)
Unpaid Personal
Communication
Publicity
Public Relations
(a)
Personal Selling
Email
Word of
Mouth
Communication
Tips: Ask your student to classify the methods of retail promotion mix.
The details are as follows:

Methods of Paid Impersonal Communication
a. Advertising: It is defined as any paid form of non- personal presentation of goods,
ideas, services by an identified sponsor.
The objectives of advertising are:
1. To communicate with a large number of people through a single message.
2. To increase the sales of retailer.
3. To inform potential buyers about the Product, its attributes, colour, size,
price, uses, design etc.
4. To attract new customers and to retain existing customers.
5. To keep the product alive in customers mind.
6. To encourage consumers to increase the frequency of their purchases.
7. To stimulate impulse purchases.
8. To increase consumer awareness of the firms products.
9. To generate enquiries from specific type of customers.
10. To remind the consumers of the key advantages of the brand.
11. To improve the retailers image among targeted customer groups.
The Retailer follows different media which carry the advertising messages. There are
various categories of media vehicles available to the Retailer. They are print media,
85
broadcast media and outdoor media. Print media includes newspapers, magazines,
journals, circulars, business reply envelops, price list, catalogues, leaflets and
folders, booklets and personal letters.
The Broadcast media includes T.V., Radio, Cinema, Slides, Fairs and Exhibitions, Loud
Speakers, Demonstration, Point of Purchase ad, Specialty Ad etc. The Outdoor Media
includes posters, boards, electric display, sandwichmen ad, bus, trains and train ads
and sky ads.
b. Sales Promotion: It is defined as short term incentives to encourage purchase of a
product or service. It consists of promotional activities other than advertising,
personal selling, trade fairs and exhibitions.
The objectives of Sales Promotion are:
1. To inform prospective buyers about the product, its features, colour, size,
design, model, price, packaging etc.
2. To increase sales through the techniques of distributing samples, free gifts,
purchase premiums, discount coupons etc.
3. To build the morale of the sale force.
4. To increase product trials to get satisfaction and to convert desire into action
sales promotion activities include points of purchase, contests, sweets takes,
coupons, prizes, samples, demonstrations, referral gifts such as pens,
calendars, shopping bags, purse etc.
c. Store Atmosphere: The in store environment or aesthetics can be translated into
the stores physical characteristics i.e. the stores layout, signs, and displays,
colour and lighting effects, a pleasing music, visual merchandising etc., together
can have a positive influence in drawing customers to the store. It creates the
right appeal and image of the store in the customers mind. The stores service,
suitable pricing, display of merchandise if taken care of can lead to store loyalty.
d. Retailers Website: Now-a-days most of the leading retailers have been creating
their own websites to communicate with their customers. The websites are used
by retailers to their brand image, inform customers about their merchandise,
location of the store, attractive pricing of their merchandise, special schemes, and
events and also sell their merchandise online.
Tips: Ask your student to identify the methods of
communication.
paid impersonal
86
Paid Personal Communication

The Paid Personal Communication includes promotion activities such as personal
selling and email.
a. Personal Selling: It is the Personal Communication of information given by retail
sales persons to persuade prospective customer to buy a product, service, idea or
something else. It is an effective means of reaching the consumers. It involves an
immediate, interactive and alive relation retailer gets to know the prospective
buyers reaction almost instantly. He can provide technical and commercial
information to the buyers and appropriate strategies can be formulated to meet
their requirements. It is the most effective method for explaining product features
and clarifying customers queries on the spot. Personal selling finally result in the
actual purchase action.
b. E-mail: Today, with electronic media being used for Communication, email is said
to be a very popular promotional tool of the retailers. It is a paid personal
communication media through which retailers can enter into communication with
customers with the help of the internet database facilities, retailers can obtain
more information on their target customers and send personalized messages to
each of them. Thus, the business contacts can be strengthened to build stores
loyalty.
Tips: Ask your student to identify the methods of paid personal communication.
Unpaid Impersonal Communication
The unpaid impersonal Communication methods are Publicity and Public Relations.
a. Publicity: Publicity means dissemination of information about a firm or product by
personal or non-personal means and is not directly paid by the organization and
the organization is not identified as the source of information. It may be a news
items reported by the media. The initiative is taken by the Publisher, without any
sponsor coming forward.
b. Public Relations: It is the important element of Promotional Mix, which helps in
strengthening existing position of retailers in the Market. It involves the
installation and maintenance of mutual understanding between the firm and whole
society. To do an effective public relation, the retailer needs to hire an
established Public Relation firm/agency. The Public Relation firms attempt to
portray the image and personality of the retail organization. Every organization
must try to develop effective strategies for developing and maintaining good
relations.
Tips: Ask your student to identify the methods of unpaid impersonal
communication.
87
Unpaid Personal Communication

The Unpaid Personal Communication which helps the retailer to promote his good
services is the Word of Mouth Communication. It is the Communication between the
customers and the retailer which is personalized and involves no additional cost for
retailer. The satisfied customers become opinion leaders and convey a position
picture of the retailer and his merchandise to their friends and colleagues. It will help
to create a positive impression on the store performance. At the same time, retailers
also need to exercise care and provide good merchandise and serve their customers
properly, or else unfavorable word of mouth can adversely affect the store
performance.
Tips: Ask your student
communication.
to identify the methods of unpaid personal
Session Plan 3: Promotion Mix

1. Session Topic: Promotion Mix
2. Objectives: To develop students knowledge, skills and abilities to appreciate the
concept of promotion mix and identify the objectives & elements of promotion
mix.
projector.
4. Preparations


5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
88
students.
5. Discuss case study on the promotion mix and identify the objectives & elements
of promotion mix.
case studies etc.
5.2
Practical Session
1. Ask your student to visit to the retail shop and observe the factors influencing
the Promotion Mix and how it creates impact on the selling of products and
services.
what kind of promotional aspects provided in the retail selling.
3. List out the factors influencing the Promotion Mix and identify the elements of
Promotion Mix.
4. Identify the various objectives of Promotion Mix.
5. List out the promotional aspects in retailing.
Tips: Ask your student to identify the elements of promotion mix and select the
promotional aspects in retailing.
5.3
Process
1. Conduct group discussion on objectives of promotion mix.
2. Ask the students work to make a small project about the impact of
promotional aspects on the consumers and thereby retail market.
3. Case study on the elements of promotion mix and the promotional aspects in
retailing.
4. Group discussion on the promotional aspects in retailing.
89

Part A
Put a tick in the appropriate column.
Type of Media
Print
Media
1. News paper
2. T.Vs
3. Specialty Ad
4. Magazines
5. Journals
6. Point of purchase Ad
7. Circulars
8. Boards
9. Business reply envelop
10. Sandwitchmen Ad
11. Price list
12. Demonstration
13. Catalogues
14. Leaflets
15. Radio
16. Booklets
17. Bus Ads
18. Personal letters
19. Sky Advertisement
20. Cinema slides
21. Electronic display
22. Exhibitions
23. Train Ads
24. Loud speakers
25. Posters
Advertising
Broadcast Outdoor
Media
Media
Sales
Promotion
Part B
Discuss the following in the classroom
What is Retail Promotion Mix?
What is Sales Promotion?
What is Advertisement?
90
What is meant by Stores Atmosphere?
Why retailers use Website?
What is Personal Selling?
How E-mail is used in Promotion?
Define Publicity
What is meant by Public Relations?
What is Word of Mouth Communication?
Part C
Yes
No
Able to identify the Paid Impersonal Communication Methods of

Promotion.
Able to recognize the Paid Personal Communication Methods of
Promotion.
Able to assess the influence of Word of Mouth Communication.
Able to determine the differences between Publicity and Public
Relations.
91
Session 4: Place Mix

Relevant Knowledge
Place Mix is the element in which decisions regarding the place are made. It is the
component where Retailers Products/ Services are actually sold. It is concerned with
various methods of keeping, storing and transporting goods and then actually
marketing them available for the consumers. The various elements of Place Mix are
channels of distribution, transportation, warehousing and order processing.
1.
Channels of Distribution
Channels of distribution consist of independent intermediaries such as
distributors through which goods pass on their way to consumers. These
intermediaries provide costeffective access to the market place.
2.
Transportation
It is concerned with movement of products from the Retail stores or warehouse
of the seller to the receiving facilities of the buyer. Marketing cannot be
successful without good transportation facilities because markets
geographically are located far from the areas of production. Transportation
helps in creation of place and time utility and stabilizes the prices. It increases
the demand for goods and enables the consumers to enjoy the benefits of many
goods not produced locally. The transportation can be divided into land, air
and water transport.
3.
Warehousing
Warehouse is a location with adequate facilities where large volume of
shipments are received from a production centre, broken down, reassembled
into combinations representing a particular order & shipped to the customers
location. In Retail management also, the retailers need to preserve the goods
for human consumption well in advance so as when the need arise it can be
immediately satisfied. Warehouses provide the facility to the consumers for the
articles required throughout the year. It serves as a reservoir and ensures
protection against delays and uncertainties in transportation arising from a
variety factors. It ensures protection of physical characteristics of goods.
4.
Order Processing
Order processing is the process of sequencing the process so that orders can be
processed quickly, accurately and efficiently. The process includes the
92
receiving, filling and assembling orders for execution. It includes all the steps
from placing an order by consumer up to delivery of goods. The retailer has to
focus on reducing the time between order placing and delivery of products.
Now, most of the retail firms are also focusing on reducing the time between
order placing and delivery of products.
Tips: Ask your student to find out the elements of Place Mix and describe the
various features of each element.
Session Plan 4: Place Mix

1. Session Topic: Place Mix
concept of Place Mix, find out the objectives & features of Place Mix and describe
the various modes of transportation.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the objectives & features of Place Mix and describe the
various modes of transportation.
93

case studies etc.
5.2
Practical Session
1. Ask your student to visit to the mall or retail shop and show the students about
the importance and methods of price mix.
what methods are using to fix up the prices in the retailing.
3. Demonstrate about the importance of price mix and scrutinize the features of
price mix.
Tips: Ask your student to find out the elements of Place Mix and describe the
various features of each element.
5.3
Process
1. Conduct group discussion on the objectives & features of Place Mix.
2. Ask the students to prepare charts on distribution channels and transportation
sites.
3. Case study on the particular product distribution in retailing.
4. Group discussion on the various modes of transportation.

Part A
Identify the factors which influence the selection of a particular mode of
transport.
Identify the maintenance of warehouse.
Identify how the orders received from customers are processed.
94
Part B
Discuss the following questions in the classroom.
What is place Mix in retailing?
What is channel of distribution?
Define order processing
What is warehousing
What is meant by transportation?
Part C
Yes
No
Able to understand the transportation procedures adopted in

Retailing business.
Able to assess the order processing activity.
Able to identify the warehousing needs of retailing business.
95
Session 5: Process, People and Physical Evidence

Relevant Knowledge
The Retail Marketing Mix is not only related to 4 Ps i.e. product, price, promotion
and place, but it is also concerned with process, people and physical evidence.
1.
Process
Every product or service requires a clearly understood process for designing,

implementing and reviewing the product launch and marketing development process.
The process part of the mix is about being easy to do business with. For example,
the customer get annoyed when he/she cannot buy something in a shop because the
computerized system of billing doesnt recognize that it exists, even when customer
can see it on the shelves, then only the importance of process is admissible. The more
high contact and more intangible is the product/ service the more important it is to
get process right.
The process problems that are more annoying to a customer are those that are
designed for the provider convenience not the customer.
The process that you go through and the behavior of those who deliver the products
are crucial to customer satisfaction. The following points should be taken into
consideration.
Issues such as waiting times, the information passed onto customers are vital
factors when trying to maintain 100% satisfaction.
Processes must help the customers get what they want. For example, What
payment methods are in place that makes it easier or quicker for parents to pay
for your service?
Always keep customers informed. This can be done at the store or through faxes
and emails.
By keeping in contact with the customers the retailer can avoid problems of
negative feedback etc.
This also does the world of good for your brand image.
Customers will view this as an extra value added service.
Tips: Ask your student to identify the features of Process in retailing.
2.
People
Retailers operate in a unique environment. The retail industry is characterized by the

combination of a large number of experienced/ trained and in experienced untrained
96
staff and they need to work for long hours. Hence, the people in the retail industry
refer to the employees, customers and management of the organization. The
employees are in direct contact with customers and sometimes they have to face
irate or unreasonable customers in a day. Their attitude, behavior, manners and
product knowledge of people in the store play a very important role in building long
term relations with customers.
This is the intangible part of the business mostly concerned with services as they
cannot be seen. Intangible is often used to describe services as they cannot be
touched like a product can be. Service is important because, fundamentally you are
selling a product, but in order to return or attract customers, you will also be selling
the service.
The reputation of the brand rests in the peoples hands. Therefore, it is necessarily to
ensure that all your people are appropriately trained well motivated and have the
right attitude.
People do not only include the people in your business, but also the people
that you use for your business.
The ability to select, recruit, hire and retain the proper people, with the skills
and abilities to do the job you need to have done, is more important than
everything else put together.
Many customers are unable to separate the products they buy from the person
who sells it to them. This goes to show the importance of your people in
relation to customers perception.
The level of after sales support and advice provided by the retailer is one way
of adding value to what is sold , and will give a competitive advantage over
others sellers of similar product. Many of the best business plans ever
developed do not see the light of the day as the people who created them
could not find the key people who could execute those plans
Tips: Ask your student to identify the features of People in retailing.
3.
Physical Evidence
Physical evidence is an essential in gradient of Retail Service Mix. The consumers

make perceptions about service provision which will have an impact on the retail
organizations perceptual plan of the service. Physical evidence allows the consumer
to make judgments on the retail organization.
For example, when you sell tangible goods, you can offer your customer the chance to
try before they buy; or at-least see, touch or smell. With services, unless you offer a
free trial your customer will often be buying on trust. And to help them do so you
need to provide as much evidence of the quality you will be providing as possible.
97
So, physical evidence refers to all the tangible, visible touch points that your
customer will encounter before the buy. Your reception area and signage, to your
staffs clothing and them images you included in your corporate brochure.
Tips: Ask your student to identify the features of physical evidence in retailing.
Session Plan 5: Process, People and Physical Evidence

1. Session Topic: Process, People and Physical Evidence
concept & features of Process, People and Physical evidence.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the concept & features of Process, People and Physical
evidence.
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case studies etc.
5.2
Practical Session
1. Ask your student to visit to a retail shop and observe the features of Process
and make a small report on it.
2. Ask your student to visit to a retail shop and observe the features of People and
make a note on it.
3. Ask your student to visit to a retail shop and observe the features of Physical
Evidence and make a small case study on it.
Tips: Ask your student to identify the concept & features of Process, People and
Physical evidence.
5.3
Process
1.
2.
3.
4.
Conduct group discussion on the concept & features of Process.

Conduct group discussion on the concept & features People.
Conduct group discussion on the features of physical evidence.
Ask the students to prepare charts on the concept & features of Process,
People and Physical evidence.
5. Case study on the concept & features of Process, People and Physical evidence.

Part A
Put a tick in the appropriate columns relevant to the component.
Sl.
No.
1
2
3
4
Components
Presentation
People
Physical
evidence
Space Management
Customers in a Store
Network of Passage in Stores
Employees of Stores product
display
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5
6
7
8
9
10
Product display
Consumer Judgment on Stores
Assuagement for Amenities
Consumer
Perception
of
services
Assistance to disabled in stores
Safety of customers in Stores.
Part B
Discuss the following questions in the classroom
1.
What is presentation in Retail Mix?
2.
Who are considered as people in the Retail Store?
3.
What is meant by physical evidence in Retail Marketing Mix?
Part C
Yes
No
Able to understand the Stores layout and visual Merchandising in

retailing.
Able to identify the inexperienced and untrained Staff in the Stores.
Able to observe the Physical Evidences of Services Offered in Stores.
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RS303-NQ2012
Merchandising Management
101
Introduction
A product or merchandise is anything that can be offered to a market or to the
customer that might satisfy a need or a want. The functions of procurement of
merchandise are integral to the retail organization and these functions revolve round
planning and control. Planning is of great importance because it take time to buy
merchandise have it delivered, record the delivery in the companys records and
then, to send the merchandise to the right stores.
Retail Merchandising refers to the various activities which contribute to the sale of
products to the consumers for their end use. Every retail store has its own line of
merchandise to offer to the customers. The display of the merchandise plays an
important role in attracting the customers into the store and prompting them to
purchase as well. Merchandising helps in the attractive display of the products at the
store in order to increase their sale and generate revenues for the retail store.
Merchandising helps in the sensible presentation of the products available for sale to
entice the customers and make them a brand loyalist.
Merchandising is any practice which contributes to the sale of products to a retail
consumer. At a retail in-store level, merchandising refers to the variety of products
available for sale and the display of those products in such a way that it stimulates
interest and attracts customers to make a purchase.
Process of merchandise management includes the developing of strategies to ensure
that the right product Is bought at the right price Is available at he right place At the
right time In the right amount In order o satisfy he needs of the target customer No
one in retail can avoid any contact with merchandising activities Merchandising is the
day-to-day business of all retailers As inventory is sold, new stocks need to be
purchased, displayed and sold Hence merchandising is often said to be at the core of
retail management.
The function of merchandising is to find, solicit, select, and develop products to be
sold. Beyond this, it receives and tags samples, paginates each offering, interacts with
vendors, finalizes pertinent product information, develops item packaging, evaluates
and approves each phase of creative production, forecasts inventory, and analyzes
performance results by product and category.
In this unit you will be learn the various aspects of retail merchandising management
which are the sources of merchandise, functions of merchandising, handling of
merchandising and duties & responsibilities of the merchandiser.
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Session 1: Sources of Merchandise

Relevant Knowledge
Every retail organization, regardless of its size, will have a merchandise reporting
hierarchy. It is important for the organizational structure of the buying office of the
company. It guides about the customers that whom to call on and how. At its middle
to lower levels it enables in categorizing and grouping of products for effective store
display of merchandise and comprehensive analysis of sales data.
A typical customer will locate the type of retailer they wish to shop at based on their
specific social, cultural, economical and demographic characteristics. Discounter,
Specialty Store, Supermarket, Hypermarket, etc.
Kinds of Merchandise
There are various types of Merchandise which can be purchase by the ultimate users
for their daily needs.
It includes following types of products:
1. Consumer products:
a. Staple: used for daily needs e.g. bread, milk, grocery etc.
b. Impulse: instant Purchasing e.g. chocolates
c. Emergency: purchase on the needs e.g. Medicine
d. Convenient: conveniently purchase e.g. vegetables
e. Luxury: costly products e.g. Car, jewelry
f. Comforts: purchase for comforts e.g. sofa-set
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2. Industrial: used by the industry e.g. Raw material, machines

Department: At the entry point in the store, the customer will locate the
specific department of merchandise desired. Men's, Women's, Junior
Fashions, Food Court, Games Zone, Spa etc.
Class: Within the specific area the customer looks for the class of
merchandise desired. Blouses or Shirts, Pants, Dresses, etc.
Subclass: The next lower level that further segments merchandise types is
subclass. This level will likely separate like kinds of merchandise based
on the differing features each type has. E.g. Sports Designer shirts have a
printed or appliqu logo on them, whereas Basic shirts have nothing.
Price: Within the subclass the customer will look further to find the price
according to their economy class or that fits into their budget.
Style: Once the appropriate price point has been chosen, the customer will
find the style within that price point that will satisfy their need. For e.g.
fashionable cloths, style of hair etc. This style will have been assigned a
specific number by the retailer.
Color and Size: The lowest levels in the hierarchy are where this customer
will ultimately find what they are looking for. These levels are defined at
the color, shape and finally, the size of the products, the customer
requires.
There are six types of rights of merchandising:

Type
Quality
Price
Quantity
Time
Place
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The steps to determine right assortment of merchandise are:

Assessing the target market
Collecting information
Analysing the data
Determining breadth and depth of merchandise offerings.
Merchandising Tips
The merchandiser must source products according to the latest trends and
season.
The merchandise should be as per the age, sex and taste of the target market.
Merchandise for children should be in line with cartoon characters (like Barbie,
Pokemon, etc.) to excite them.
Select the proper types of General Merchandise Retailers Discount Stores
Specialty Stores
Category Specialists
Home Improvement Centres
Department Stores
Drugstores
Off-Price retailers
Value Retailers
Tips: Ask your student to identify the kinds of merchandise and analyze the steps
to determine right assortment of merchandise.
Steps in the Retail Merchandising Process
Retail Merchandising is the process of developing, securing, pricing, supporting and
communicating the retailers merchandise offering. It means offering the right
product at the right time at the right price with the right appeal. The steps in the
retail merchandising process are as under:
Develop the merchandise mix and establish the merchandise budget.

Build the logistic system for procuring the merchandise mix.
Price the merchandise offering.
Organize the customer support service and manage the personal selling effort.
Create the retailers advertising, sales incentive and publicity programs.
Retail merchandising requires management of the merchandise mix including the

planning merchandise variety controlling, merchandise variety planning, merchandise
assortment/support, controlling merchandise, assortment/support merchandise mix
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strategies, developing the merchandise mix allows the retailer to segment the market
and appeal to a select group of consumers.
Retail merchandising requires management of the merchandise budget which
including the planning and controlling retail sales, planning and controlling inventory
levels, planning and controlling retail reductions, planning and controlling purchases
and the planning and controlling profit margins.
Planning merchandise assortment and support goal is to ensure that product choice
meets targeted consumer. Needs must carefully plan the number of units to have on
hand to meet the expected sales for the brand, size, color combinations must develop
merchandise lists.
Controlling merchandise assortment and support involves monitoring and adjusting the
types of product lines that are added and dropped from the merchandise mix. Two
widely used methods to control assortment and support, inventory turnover rate at
which the retailer depletes and replenishes stock open-to-buy amount of new
merchandise. A retailer can buy during a specific time period without exceeding
planned purchases for the period.
Merchandise Sources
Most retailers sell new merchandise. Some of the small retailers are sell merchandise
that is used, but still in saleable condition. The type of store that you select may
dictate whether your merchandise is new or used. However, you should consider the
advantages of both before you decide on your own store.
New Merchandise
The key to retailing new merchandise is selecting competitive wholesalers who not
only offer what you want at a price that can make you a profit, but also dependably
deliver the products.
There are the wide varieties of sources for finding appropriate wholesalers for their
retail store. In addition, they can do some research by visiting stores similar to the
type they have selected in other markets. They may find shipping boxes that identify
the store's wholesalers. Sometimes pre-priced merchandise has an identifier that can
help them to determine the sources. Also, watch for delivery trucks other than UPS.
Larger wholesalers in metropolitan areas often have their own delivery trucks, which
can be identified by their markings.
Used or Older Merchandise
Used, closeout, second-quality, and similar merchandise typically is more profitable
to resell than is new merchandise. Consider selling used or remaindered (unsold older
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stock) merchandise, especially when you can significantly beat the prices of other
stores and still make a good profit.
As pointed out in the earlier examples, used books and used clothing have a higher
mark-up than do new items. Even though the total sale value is lower than it might be
at new-merchandise stores, your total profit may be similar.
Buying and reselling closeout and remaindered merchandise can be profitable because
the mark-up is higher than new merchandise yet there is little processing required, as
there is for used books or used clothing.
Mixed Merchandise
Some stores profitably supplement their new merchandise with either used or
remaindered merchandise. Because the customers are shopping for price can get a
bargain. In addition, some customers are looking for books, CDs, clothing, or other
items that are no longer available as new.
The problem with selling both new and used or remaindered merchandise is keeping
track of which is which. If someone buys a new blouse from you and returns it
because it is defective, how do you determine whether you should credit the new or
the used price? Some retailers put a cut on the clothing label to identify used
merchandise. Bookstores may place an ink mark on the book spine. But if the
customer says it's new, not used, and you want to keep the customer, what do you do?
The easiest solution is to sell either new or used merchandise. However, that may
limit what the retailer can sell and how he can compete against big-box retailers. So
don't totally rule out a mixture of merchandise types. Down the road the retailer may
decide to mixand profit.
Tips: Ask your student to identify the steps in the retail merchandising process.
There are five sources to procuring the products or services in retail business:
Sources of Merchandise
Manufacturers and Primary Producers: The manufacturers and primary producers
will normally tend to be limited in. the range of goods they produce and to vary
considerably in the nature and extent of distributive services which they provide.
However sourcing it directly from manufacture is advantageous to large retailers as
they can negotiate a better deal from manufacturers' directly.
Wholesalers: Wholesalers carry the stock at their own risk in either wide (general) or
more limited (specialist) assortments. Retailers normally buy their merchandise
through wholesalers or distributors.
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Importers: These are usually linked in the range of merchandise carried and the
extent of the services provided. They may specialize by type of goods wherever
produced or by the products of a particular country or area.
Agents: These intermediaries do not carry stock at their own risk. They include
brokers who look after the marketing of a manufacturer's or importer's products
through grocery, chemist and other outlets. Some agents do not handle the goods at
all and others may carry sample ranges but do not hold stock at their own risk. The
range of merchandise carried and the services pr depend largely on their sources,
structure and network.
Private Brands: These are called store brands. These products are developed and
marketed by the retailer itself. They provide higher margins to retailer than
manufactures' brands or national brands. These are available to retailer through their
own manufacturing facility. Another type of brands that the retailers produce is
licensed brands. These are the brands, owner of a well known brand name contracts
with a licensee to develop, produce and sell the merchandise. Examples are many
international cosmetics manufacturers have licensed national companies to
manufacture and market their products.
Selection of Suppliers
Retailers have to choose suppliers with caution and with full background details. A
retailer will experience different degrees of satisfaction with suppliers. The
supplier/retailer relationship functions most smoothly when each is important to the
other. Large retailers are very important to their supplier on account of the volume of
business they provide to their supplier and its loss would be keenly felt by a supplier.
In a good relationship, a vendor may even help out a buyer who has made a bad or ill
timed purchase by arranging to take back the goods or have them transferred to
another customer. The so accumulate special lots for sale events and other store
promotions. Costs are drastically reduced and the buyer requires a less search time.
Ordering and processing of goods are easier when fewer invoices and fewer
transactions are involved.
Most buyers have to do some screening of the many supplier representatives and their
offerings. Accordingly, some sort of vendor or suppler rating system can be a distinct
advantage. Certainly with such guidance, a supplier who shows up poorly compared to
other suppliers would have to offer special assurances of better performance to
expect much of that store's business. The factors taken into account when selecting a
new supplier are:
108
Prices: Including extra trade discount for bulk purchases.

Terms: The length of credit, size of cash discount, other condition and benefits as
compared to other suppliers.
Deliveries: Fast and prompt delivery may be vital for retailers in high volume sales
situations, mode of delivery, safety of goods transported.
Service General co-operation: A good buyer should be actively seeking suppliers
who can do a better job than current suppliers. A list of supplier should be available
and kept fully up to date, showing lines supplied by each.
Continuous evaluation should be made between suppliers under the headings:
Price comparisons, including discounts
Efficiency of delivery back-up
Level of service
Introduction of new lines
This will assist the process of review of suppliers and lines, which should be a
continuous process, so that strong suppliers may be rewarded with larger orders and
weaker suppliers discarded (unless sole source of supply are involved).
Negotiating with Vendors
A negotiation takes place any time between two or more parties want to settle an
issue or a deal through discussions. We witness negotiations in our everyday life whether its children are negotiating with parents about pocket money or a house wife
haggling over price of groceries or vegetables. In essence negotiations are 'as basic to
human nature as eating or sleeping.
Business negotiations occur almost daily. Employees/ trade unions negotiate for salary
hike or perks. Firms negotiate with each other for better terms or a deal. In each of
these negotiations, the underlying principle is trying to get a best deal as possible for
each negotiating side. A win-win negotiation is the best possible deal.
Negotiations are crucial in buyer's dealings with vendors. The more the buyer's knows
about the vendor, the better the buyer's negotiating strategy will be. In turn, the
vendor tries to analyze buyers' situation. Following factors must be kept in mind while
negotiating with a vendor.
Past Relationship with the Vendor
Buyers need to know what has occurred between the retailer and the vendor in the
past. Based on the past performance and relationship buyer can modify the terms and
conditions.
109
Additional Mark up Opportunities

Vendors may have excess stock (manufacturer's overruns) due to order cancellations,
merchandise returned by retailers, or simply an overly optimistic sales forecast. To
move the merchandise, vendors offer it to retailers at reduced prices. Retailers can
then make a higher than normal profit and/or pass on the savings to their customers.
Off price retailers, specialize ill purchasing manufacturer's overruns. Another
opportunity for additional markups is with private level merchandise. Buyers should
keep such provisions in mind and make enquiries based on the information available.
Transportation
Transportation costs can be substantial in for some goods though this depends on the
nature of the goods. High priced goods having low volume for example branded
fashion apparel may not pose much transportation cost due to their high unit cost and
small size. Nonetheless, the question of who pays for transporting merchandise from
vendor to retailer can be a significant negotiating point.
Delivery and Exclusivity
In retailing in general (and in fashion in particular), timely delivery of merchandise is
essential. Another point of negotiation could be exclusive rights to carry the
merchandise. Being the only retailer in a market to carry certain products helps a
retailer hold a fashion lead and achieve differential advantage.
Communications
Vendors and their representative are excellent sources of market information. They
generally know what is selling and what is not selling. Provision of good, timely
information about the market is an indispensable and inexpensive marketing research
tool. Buyer should always maintain relations with such vendors who have rich data
base on latest market data.
Testing New Items
Vendors with testing results of new products are more reliable. There is no better way
to test how well a new product will sell than to put it in a store. Retailers are often
cautious with new items due to the risk of markdowns and the opportunity cost of not
purchasing other more successful merchandise.
Other Point to Consider
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Vendors can not put pressure if the buyer's negotiating team is equal in number.
While choosing new vendor, the retailer will have a psychological advantage at the
negotiating table if the vendor is outnumbered. From a psychological perspective,
people generally feel more comfortable and confident in familiar surroundings.
Selection of Merchandising Sources
Generally, the retailer must consider the following criteria:

Selling history; consumers perception of the manufacturers or wholesalers
reputation
Reliability of delivery, trade terms, and projected markup
Quality of merchandise and after-sales service
Transportation time and distribution-center processing time
Inventory carrying cost and net cost; country of origin and fashionability
Tips: Ask your student to select the sources of merchandising and how to
negotiate with vendor in retailing.
Factor Affecting Buying Decision of Customers at the Store
There are several factors which affect the buying decision of the customers. Let us go
through them one by one:
Store Display and Presentation of Products: The store display plays an important
role in influencing the buying decision of the customers. It is the display of the store
which attracts passing individuals into the store. The store must have an attractive
display to entice the customers. Shopping may be the last priority for an individual
but a creative display encourages him to spend on shopping.
A retailer must intelligently display the latest trends on mannequins to prompt
the customers to buy the same.
Make sure the products are kept on their respective racks. The merchandise
should not fall off the shelves.
Since most of us are right handed; we tend to go towards the right side of the
store, the moment we step inside. The retailer must thus display expensive and
unique merchandise on the right side of the store.
Remove old stock from the shelves
Ambience of the Store: The store ambience plays an important role in attracting new
customers and retaining existing ones.
A customer would never purchase anything from a store which is not clean. Foul
smell irritates individuals and thus they leave in no time.
Play soulful music for a positive effect on the customers.
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The store should be well lit and ventilated for the customers to enjoy their
shopping.
Customer Treatment: Warm customer treatment is an effective way to pull the

customers into the store. It is essential for the retailers to treat the customers like
kings to expect loyalty from them.
Understand your customers well. Try to find out what they expect from the
store.
The sales representative must greet the customers with a warm smile. It makes
a difference.
Assist them in their shopping.
Never oversell.
The retailer must never lie to the customers. If something is not looking good on
them, be honest and give them a correct feedback.
If a customer comes for an exchange, dont be rude; instead help him with an
alternative.
Store Design and Layout: A customer would never prefer shopping from a store
which gives a cluttered look.
There should be ample space in the store for the customers to move and shop
freely.
Put stickers and labels (size, colour, FS (Full sleeves), HS (Half Sleeves) and so
on) on the shelves and racks.
Dont stock unnecessary furniture and fixtures in the store.
Classify the complete range of merchandise into small groups (categories)
comprising of similar and related products. Categories help the customers to
locate the products easily.
A store must have a trial (change) room.
Individuals avoid places where there is a parking hassle. The store should have
an adequate parking space.
Other Factors
Discounts and rebates influence the customers to shop more. A customer might
not need a product, but a discount will encourage him to purchase the same as
he would now get it at a lower price.
Promotional schemes like free gifts also affect the buying decision of the
customers. A Free T Shirt with a pair of jeans would definitely prompt the
customers to shop more.
Customers also indulge in shopping to redeem their coupons and avail discounts
Tips: Ask your student to demonstrate the factor affecting buying decision of
customers at the store.
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Session Plan 1: Sources of Merchandise

1. Session Topic: Sources of Merchandise
2. Objectives: To develop students knowledge, skills and abilities to:
- Describe the sources of merchandising
- Identify the functions of merchandising division
- Understand how negotiation is done with vendor in retailing
- Describe the art of a successful negotiation with the vendor in merchandising
- Discuss various ethical and legal issues in buying merchandising
- Identify counterfeit and grey market merchandising
projector.
4. Preparations

students.
5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
16. Introduce the topic in the class and provide relevant knowledge to the students.
17. Discuss case study on the sources of merchandise.
case studies etc.
113
5.2
Practical Session
1. Ask your student visit to the merchandising division in retailing and perform the
buying function.
2. Ask your student to visit to discuss an ethical and legal issue in buying
merchandise.
3. Identify the importance of counterfeit and grey market operations.
Tips: Ask your student to demonstrate the sources of merchandising, Identify the
functions of merchandising division, negotiate with vendor in retailing.
5.3
Process
5. Conduct group discussion on the successful negotiation with the vendor in
merchandising
6. Ask the students to prepare charts on functions of merchandising division.
7. Role play to act as how the selling will be done through merchandising.
8. Role plays on the process of negotiation with the vendors and learns Art of
successful negotiation with vendor.

Part A
Define a) Merchandise b) Merchandise planning
List out the rights of merchandising
Give steps to determine right assortment of merchandise.
Name the types of general merchandise retailers
Mention the tips followed by merchandiser
Explain the various types of merchandise
Part B
Differentiate between the general merchandising and administrative
merchandising
Explain the methodology for buying merchandise for a single store and for a
chain of stores selling similar products?
What are the factors that as a retail buyer you would look in a supplier? Design
a simple tool to rate your suppliers.
114
Part C
Yes
No
Able to list out the rights of junior merchandiser.
Able to explain the steps to determine right assortment
of merchandise.
115
Session 2: Functions of Merchandising

Relevant Knowledge
There are various types of Merchandisers included in the business world like junior
merchandiser, senior merchandiser, executive merchandiser and so on. The main
functions of merchandising are to find, solicit, select, and develop products to be
sold. Beyond this, it receives and tags samples, interacts with vendors, finalizes
relevant product information, develops item packaging,
packaging, evaluates and approves each
phase of creative production, forecasts inventory, and analyzes performance results
by product and category.
Senior Merchandiser
Junior Merchandiser
The basic functions of merchandise planning are:

Retail Merchandising refers to the various activities which contribute to the
sale of products to the consumers for their end use.
Every retail store has its own line of merchandise to offer to the customers.
The display of the merchandise plays an important role in attracting the
customers into the store and prompting them to purchase as well.
Merchandising helps in the attractive display of the products at the store in
order to increase their sale and generate revenues for the retail store.
Merchandising helps in the sensible presentation of the products available for
sale to entice the customers
customers and make them a brand loyalist.
The merchandiser is responsible for particular lines of merchandise. For example, in a
department store, there may be merchandisers for menswear, womens wear,
childrens wear etc. the basic duties of the merchandiser can
can be divided into four
areas: planning, directing, co-coordinating
co
and controlling.
116
The main functions of admin junior merchandiser are:

Managing site and location
Managing the operative process at the stores
Managing customer service
Managing Cash and stock
Managing store facilities
Managing security
Managing personnel
Crisis management
IT management
Functions
At suppliers level: Visits to suppliers or manufacturers of select goods, they negotiate
a price, order the goods, agree on a delivery date, complete all the necessary
paperwork, and keep in touch with suppliers to make sure that the goods arrive on
time.
At visual display staff and department managers level: To decide how goods should
be displayed to best attract customers attention. This might involve planning and
setting up sales promotions and advertising campaign.
At finance level: Actually check the response to various items in the merchandise, to
enjoy working as a merchandiser, it is essential that the individual has a
mathematical ability to work out budgets and understand sales figures.
At Divisional Merchandise Managers level: The person would be responsible for
merchandising activities for particular liens of merchandise. For example, the
childrens wear DMM supervises those buyers who purchase merchandise such as baby
clothes, clothes for new born, clothes for boys, clothes for girls and accessories.
Typically, the role of a Divisional Merchandise manager, immaterial of the size of the
retail organization, would involve the following functions:
1. Forecasting sales for the forthcoming budget period:
2. Translating the sales forecast into inventory levels in terms of rupees.
3. Inspiring commitment and performance on the part of the merchandisers
and buyers:
4. Assessing not only the merchandise performance but also the buyers
performance in order to provide control and maintain high performance
results.
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Tips: Ask your student to identify the functions of Merchandise planning and
explain the main functions of junior merchandiser.
Factors Affecting the Merchandising Functions

Merchandising is does not function in isolation. It is affected by various factors, like
the size of the retail organization, the type of store, the merchandise to be carried
and the organization structure.
Function of retailing varies depending on the size of retail business:
Needs of an independent retailer varies considerably from those of large chain
operation. In case of a single store the owner or manager assisted by the sales person
may perform the buying function. As the single store grows in terms of business
functional departmentalization may occur and number of persons involved in buying
process may increase. In case of a chain store, the buying process may be centralized
or decentralized geographically depending on the organization. The buyer for a chain
store may have a fair amount of say in buying price, as quantities are much larger
than the single store. As chain store exists across regions and at times, across
nations, buyer has to keep regional preferences in mind.
The nature of the organization is an important factor affecting the function of
merchandising
The buying for a mail order catalogue or for direct marketing or for an e-tail venture
would be completely different. Mail order buyer needs to plan well in advance, as the
production of catalogues takes a long time. In addition the large variety of
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merchandise needs a fair amount of market works. Buyers for an e-tail venture need
to have a clear understanding of the type of product that consumers would buy on the
net. Very often in direct marketing or in e-tail ventures, it is the uniqueness of the
product or the competitive price, which makes the difference.
The merchandize to be carried out
It largely determines the responsibilities of the retailer. The buying for basic
merchandise is different from that of fashion merchandise. This is primarily because
these products are always in demand Examples of basics: white shirts in clothing or
items like pulses, oil etc. Fashion products are those that may sell very well in one
season or year and may not be in demand in the next season. Fads are products
which have a smaller life cycle, and when sales are very high initially, the demand
also dies down soon. Merchandiser handling fashion products will need to spend more
time in the market. He will also need to be aware of the fashion forecasts and trends
in international markets.
The organization structure
The organization structure that the retail organization adopts, also affects the
merchandising function. Some organizations may demarcate the role of the buyer and
the role of the merchandiser as separate functions. While in smaller organization,
one person may carry out all the duties.
The merchandise manager is responsible for particular lines of merchandise
In a department store there may be separate merchandise managers such as Mens
wear, womens wear, childrens wear etc. They would be in charge of a group of
buyers and their basic duties could be divided into four areas: planning, directing,
coordinating and controlling.
Planning Merchandise managers formulate the policies for the areas for which they
are responsible. Forecasting the sales for the forthcoming budget period is
required. This involves the estimating of the consumer demand and the impact of
the changes occurring in retail environment. The sales forecasts are then
translated into budgets, to help the buyers within the financial guidelines.
Directing is guiding and training buyers as and when the need arises, is also a
function of the merchandise manager. Many a times, the buyers have to be guided
to take additional markdowns for products which may not be doing too well in
stores. Inspiring commitment and performance on the part of the buyer is
necessary.
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Coordinating merchandise managers supervise the work of more than one buyer.
Hence they need to coordinate the buying efforts in terms of how well it fits in
with the stores image and with the other products being bought by other buyers.
Controlling is assessing not only the merchandise performance, but also the
buyers performance, is a part of the merchandise managers job. Buying
performance may be evaluated on the basis of the net sales, mark up percentages
maintained, markdown percentages, the gross margin percentages and the stock
turn. This is necessary to provide control and maintain high performance results.
Merchandise Planning
Analysis is the starting point of merchandise planning. The person, who is to take
buying decisions for retail organization, must be aware of the consumers needs and
wants. An understanding of the consumer buying process is necessary. A clear
understanding is also necessary as to what products are actually selling and where
Information is obtained from the sales record. Interaction with he sales staff also
provides valuable insights as to what product is selling. Surveys, magazines and trade
publications also provide external source of information. The information thus
gathered needs to be analyzed. The stages of planning are as follows:
Sales Forecast
Forecast may be made by the merchandiser, based on targets given by the top
management. Sales forecast is the first step in determining the inventory needs of
the product or category. Forecasts are typically developed to answer the following
questions: How much of each product needs to be purchased? Should new products be
added to the merchandise assortment? What price should be charged for the product?
A sales forecast is usually made for a specific period of time, this may be weeks or a
season or a year. The person who is to make forecasts for the product group or
category needs to be aware of the changes in tastes and attitudes of consumers.
Reviewing past sales

Analyzing the changes in economic conditions
Analyzing the changes in the sales potential
Analyzing the changes in the marketing strategies of the retail organization and
the competition
Creating the sales forecast
Tips: Ask your student to identify the factors affecting the merchandising
functions.
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Determining the Merchandise Requirement

Planning in merchandising is at two levels such as the creation of the merchandise
budget, and the assortment plan. There are two methods of developing the
merchandise plan which are top down planning, and bottom up planning. In top down
planning, top management works on the sales plan and passes it down to the
merchandising team. In bottom up planning, the individual department managers
work on the estimated sales projections.
After the sales forecasting has been completed, the inventory levels need to be
planned. The merchandise budget is the first stage in the planning of merchandise. It
is a financial plan. It indicates how much to invest in product inventories, stated in
monetary terms. The merchandise budget usually comprises five parts:
The sales plan - how much of each product needs to be sold department wise
division wise or store wise.
The stock support plan - which tells us how much inventory or stock, is needed to
achieve those sales.
The planned reductions - which may need to be made in case the product does not
sell.
The planned purchase levels - the quantity of each product that needs to be
procured from he market.
The gross margins - that the department, division or store contributes to the
overall profitability of he company.
Any one of the four methods given below can be used for planning the inventory levels
needed. These are Basis Stock Method, Percentage variation Method, Weekss Supply
Method and Stock/Sales Ratio Method.
The Basic Stock Method: It is used when the retailer believes that it is necessary to
have a given level of inventory on hand at all times. Basic stock is the minimum
amount of inventory that needs to be maintained for a product, category or store,
even during times of low sales.
Basic Stock = Average stock for the season average monthly sales for the season
Average monthly sales for the season = Total planned sales for the season Number of
months in the season
Average stock for the season = Total planed sales for the season
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Estimated Inventory Turnover Rate for the season Beginning of Month (BOM) stock =
Planned Monthly Sales + Basic Stock
Activity: Using the basic stock method, calculate BOM inventory for the month of
January, given the following information. Planned sales for January - 30,000, Average
monthly sales - 25,000, Average monthly inventory - 40,000,
Basic stock = 40,000 25,000 = 15,000
BOM stock = 30,000 + 15,000 = 45,000
The Percentage Variation Method: It is used when the stock turnover rate is more
than six times a year. The basic premise is that this method of inventory planning is
that inventory levels should reflect the actual sales. It is calculated as under BOM
Stock = Average stock for the season x [1 + (Planned Sales for the month / Average
monthly sales)].
Activity: Using the Percentage Variation Method, calculate the BOM inventory for the
month of January, given the following information. Planned sales for the month of
January - 30,000, Average monthly sales - 25,000, Average monthly inventory - 40,000
BOM Stock = Average stock for the season x [1 + (Planned Sales for the month /
Average monthly sales)].
BOM stock = 40,000 x [1 + 30,000/ 25,000)]
= 40,000 x (1 + 1.2)
= 40,000 x x 2.2
= 40,000 x 1.1
= 44,000
Stock to Sales Ratio Method: It is very easy to use, but it requires the Retailer less
ratio. It involves the maintaining of the inventory levels at a specific ratio to the
sales. This ratio tells the retailer how much inventory is needed at the beginning of
the month, to support the months estimated sales. Stock-Sales ratio = Value of
Inventory / Actual sales Planned BOM inventory = Stock-Sales Ratio x Planned Sales.
Activity: Using the ales Ratio Method, calculate the BOM inventory for the month of
January, given the following information. Stock to sales Ratio = 1.4, Planned sales for
the month of January - 20,000.
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Planned BOM inventory = 1.4 x 20,000 = 28,000

Stock Turnover Rate: It measure of the speed with which products or merchandise
moves in and out of a retail store for a given period. It is a measure of efficiency and
is usually calculated for a period of six months or a year. It is calculated using the
following formula:
Planned Sales (for a period = Stock turnover Planned average Inventory (for the
period)
The stock turnover rate is a measure of efficiency. Every department usually has its
own stock turnover rate as different merchandise need different speeds of selling.
From the managements perspective, the stock turnover indicates the level of capital
usage i.e., Turning money into inventory, inventory into money and then repeating
the process again.
Tips: Ask your student to determining the merchandise requirement methods of

inventory planning.
Five Merchandising Functions of Marketing

Buying: It is the process of acquiring goods at the right price, at a right time, in tight
quantity and quality and from a right source of supplier. The marketing is concerned
with buying of goods for sale or use. Buying includes the determination of one's needs,
finding out the sources of supply, the negotiating prices and other terms and the
transfer of title from seller to the buyer. Its purpose is to bring the goods at the place
where they are wanted.
Assembling: Various producers at different centers produce goods in small quantities.
They cannot be processed unless they are transported to market. This process
of collecting goods from various sources and bringing together those in a centrally
located place are called assembling. Assembling may be for the purpose of either
resale to the retailer or ultimate consumers, or it may be for getting together raw
materials to be used by manufacturers.
Standardizing and Grading: Standardizing means the setting up of basic categories
or grades of the products. If the particular goods are of certain standard, it means
that they are of a certain quality. Grading means the division of products into classes
made up of units possessing similar characteristics of size and quality. Thus, it may be
said that goods are graded in accordance with specifications set up in the standards.
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Storing: Storing is another important function of marketing process. It involves the

holding of goods in proper condition from the time they are produced until the
consumers need them. Storing protects the goods from deterioration and helps in
carrying over surplus for future consumption, storing regulates the flow different
places; it enables goods to be made available to consumers.
Transportation: Transportation helps in the physical movement of goods from places
where they are produced to the places where they are demanded. Using any form of
transport does distribution of goods. It creates place and time utility for the goods.
Transportation has helped in mass production.
Market Research
Efficient sales depend on maintaining a stable relationship between supply and
demand. It can be achieved by conducting a market research. Through
market research, a manufacturer or dealer can find out the quality and quantity of
goods wanted by the customers at the time when the consumers want then.
Market research includes such activities, as marker analysis, sales research, dealer
research, consumer research and advertising research. Market research helps in the
prosperity of the individual business and the community.
Tips: Ask your student to identify the merchandising functions of marketing.
Session Plan 2: Functions of Merchandising

1. Session Topic: Functions of Merchandising
- Identify the steps in determining the right assortment of Merchandise.
- Appreciate the pricing the merchandise
- Identify the methods of merchandise
projector.
4. Preparations

students.
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5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the steps in determining the right assortment of
Merchandise, pricing the merchandise and methods of merchandise.
case studies etc.
5.2
Practical Session
1. Ask your student visit to the retail format and observe the steps in determining
the right assortment of Merchandise.
2. Ask your student to visit to the retail format and observe what are the Factors
affecting the pricing decisions.
3. Ask your student to visit to the retail format and observe what are the methods
adopting the merchandise control.
4. Identify the steps involved in Planning of the merchandise.
5. Identify the factors influencing the pricing of retail prod Identify the steps in
determining the right assortment of Merchandise ucts.
6. Select suitable planning tools for merchandising management.
7. Identify the Factors affecting the pricing decisions and Practice the Pricing
strategies.
8. Identify the Methods of merchandise control.
Tips: Ask your student to identify the steps in determining the right assortment
of Merchandise, pricing the merchandise and methods of merchandise.
5.3
Process
1. Conduct group discussion on the steps in determining the right assortment of
Merchandise.
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2. Conduct group discussion on the pricing the merchandise.

3. Ask the students to prepare charts on methods of merchandise.
4. Case study on methods adopting the merchandise control.

Part A
1.
2.
3.
4.
Explain the general functions of merchandising

Explain the functions of junior merchandiser at administrative level
State basic duties of junior merchandiser
What role is played by junior merchandising manager
Part B
In the following table fill up the functions performed by Junior Merchandiser:
Tasks to be done before Tasks to be done regularly Tasks to be done after the
the store opens
through the day
store closes
Part C
Yes
No
Able to list out the administrative and general functions of

junior merchandiser.
Able to find out the main functions of the junior
merchandiser.
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Session 3: Handling of Merchandising

Relevant Knowledge
The retailer must consider the employees and customers rights to privacy versus the
retailers right to security. Retailers must not only plan to have the appropriate
amount of merchandise on hand for customers but also ensure that the merchandise
purchased for the store shelves actually arrives. To minimize the threat of hijacking:
Eliminate the retailers name from the side of containers carrying the cargo.
Install electronic monitoring devices on all shipment vehicles.
Screen all internal transportation personnel as well as third-party logistics
personnel in each market.
Hire security personnel for each shipment.
Key Responsibilities to Handle the Sales Merchandising

Rather than working for one particular retail company, a retail sales merchandiser is
employed by a manufacturer of products to interface with a number of different
retail outlets that carry the manufacturers merchandise. After a sales contract has
been created, it is the responsibility of the retail sales merchandiser to provide
service and maintain a good working relationship with retailers.
The goal of retail sales merchandisers is to help both the retailer and the
manufacturer maximize sales and increase sales volume. This goal is accomplished
through execution, education, and promotion.
Execution of Retail Sales Merchandising
As a retail sales merchandiser, you will be ensuring that a proper level of stock is
maintained, and that the merchandise is displayed appropriately with
proper signage and favorable shelf placement. This includes setup, plan-ogram execution, as well as the stocking. Fronting, facing, and rotating of the
manufacturers products.
Audits will be performed regularly, and it is the responsibility of the retail sales
merchandiser to resolve issues that may arise as a result of these audits, and solve
problems at the store level in order to maintain the standards established in the
initial sales agreement.
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Training Responsibilities of a Retail Sales Merchandiser

Training is key factor to the success of this position because store employees who
have an awareness and appreciation of certain products are more likely to
recommend them to customers. Maintaining a good rapport with employees at all
levels is essential, and having effective communication with both employees and
customers is critical to success.
Promotions Responsibilities for a Retail Sales Merchandiser
People in this position will often execute special promotional campaigns created by
the manufacturer to boost sales volume. The retail sales merchandiser will introduce
the promotion, gain agreement and support from the store managers, secure
preferred product placement, re-merchandise, place signage, and generate awareness
and enthusiasm with employees prior to the launch of the promotion.
Monitoring sales volume, inspecting inventory levels, and maintaining in-store
promotional materials are key tasks throughout the promotional period.
Reporting Responsibilities of a Retail Sales Merchandiser
Retail or merchandising experience at the store level is preferred, but not always
required to obtain a position as a retail sales merchandiser. Many positions where the
ability to work independently, manage time effectively, multi-task, and problem solve
are considered to be acceptable experience.
Prior experience with maintaining customer relationships or client accounts is usually
required. A demonstrated ability to influence decision-makers is considered a plus.
The reporting methods will vary for each employer, but basic computer proficiency
and knowledge of software programs is usually necessary.
Physical Requirements for Retail Sales Merchandisers
Because this position requires the constant handling of merchandise, retail sales
merchandisers must be prepared to travel, drive, and engage in considerable physical
activity. You will have to be willing and able to lift and move products in this job, and
the use of proper safety practices and equipment will be essential.
Advanced Education Suggested or Required for Retail Sales Merchandisers
A college degree is often desired, but not required for retail sales merchandisers.
Retailing, marketing, or businesses degrees are preferred, but other degrees or even a
high school diploma are often acceptable as well.
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Compensation for Retail Sales Merchandisers

Many retail sales merchandising positions are part-time, with an hourly wage of $12 $15 per hour, without benefits. Full-time positions have an average base salary of
$33,000, and sometimes include the opportunity for additional commissions or
bonuses.
Depending on the size of the assigned territory, the retail sales merchandiser may
also receive a company car, car allowance, and travel expense reimbursement.
Tips: Ask your student to demonstrate key responsibilities to handle the sales
merchandising.
Handling Visual Merchandising

The art of increasing the sale of products by effectively and sensibly displaying them
at the retail outlet is called as visual merchandising. Visual merchandising refers to
the aesthetic display of the merchandise to attract the potential buyers, prompt them
to buy and eventually increase the sales of the store. In simpler words, visual
merchandising is the art of displaying the merchandise to influence the consumers
buying behaviour.
The store must offer a positive ambience to the customers for them to enjoy their
shopping.
The location of the products in the store has an important role in motivating the
consumers to buy them. Sensible display of the merchandise goes a long way in
influencing the buying decision of the individual.
The end-user will never notice something which is not well organized: instead
stacked or thrown in heaps.
Proper Space, lighting, placing of dummies, colour of the walls, type of furniture,
music, fragrance of the store all help in increasing the sale of the product.
Lighting is one of the critical aspects of visual merchandising. Lighting increases the
visibility of the merchandise kept in the store. The store should be adequately lit and
well ventilated. Avoid harsh lighting as it blinds the customers who walk into the
store.
The signage displaying the name of the store or other necessary information must be
installed properly outside the store at a place easily viewable to the customers even
from a distance.
The retailer must be extremely cautious about the colour of the paint he chooses for
his store. The paint colour can actually set the mood of the customers. The wall
colours must be well coordinated with the carpet, floor tiles or the furniture kept at
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the store. Dark colours make the room feel small and congested as compared to light
and subtle colours.
The store must always smell good. Foul smell irritates the consumers and he would
walk out of the store in no time. Use room fresheners or aromatic sticks for a
pleasant environment.
The merchandise must be properly placed in display racks or shelves according to size
and gender. Put necessary labels (size labels) on the shelves as it help the customers
to locate the products easily. Make sure the product do not falls off the shelves as it
gives a messy look.
The dummies should be intelligently placed and must highlight the unique collections,
latest trends and new arrivals in order to catch the attention of the individual. The
dummies should not act as an obstacle and should never be kept at the entrance of
the store.
Dont play blaring music at the store. It acts as a hindrance to effective
communication and the retailer can never understand what the buyer actually intends
to buy.
Select the theme of the store according to the season. Red should be the dominating
colour during Christmas or Valentines Day as the colour symbolizes love, fun and
frolic. A white theme would look out of place during the season of love.
Dont keep unnecessary furniture as it gives a cluttered look to the store.
Why Visual Merchandising?

Visual Merchandising helps the customers
to easily find out what they are looking
for.
It helps the customers to know about the
latest trends in fashion.
The customer without any help can
actually decide what he intends to buy.
It increases the sales of the store and
results in increased level of customer satisfaction.
The customers can quickly decide what all they need and thus visual
merchandising makes shopping a pleasant experience.
Visual merchandising gives the store its unique image and makes it distinct from
others.
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Visual merchandising is the activity and profession of developing floor plans and two
and three-dimensional displays in order to maximise sales. It is the creation of an
attractive visual image to induce the customers to buy from a certain retail outlet.
Sometimes, it is mistaken to be the same as window display, but in fact, window
display is only a very small part of visual merchandising. It deals with the entire image
presented by the retail outlet to the customer.
It includes several aspects such as
the flooring and lighting used in the
store,
the colour co-ordination in the

store,
uniforms of the staff,
the way in which the staff interacts

with the customers,
the design of the trial rooms

In short, everything that creates an image about the store in the mind of the
customer. More and more retailers understand the importance of visual merchandising
in augmenting sales and are indulging in it. Visual merchandising is being considered
as an investment and not as an expense.
Visual merchandising is the art of displaying merchandise in a store to attract
customers and increase sales. A passion for design and creativity are essential for
becoming a visual merchandiser. The purpose of such visual merchandising is to
attract, engage and motivate the customer towards making a purchase. Visual
merchandising commonly occurs in retail spaces such as retail stores and trade shows.
Tips: Ask your student to demonstrate how to handling visual merchandising.
Functions of the Visual Merchandiser

1. A Visual Merchandiser takes care of the window display representing a seasonal
theme with mannequins the arrangement of merchandise according to concepts
and stories.
2. He decorates the window display in such a way that the customer gets excited by
the brand and increases the walk-ins.
3. A Visual Merchandiser also spends a lot of time training the store staff on how to
place merchandise,
4. He also trains the staff to follow instruction manuals and advises them on what
should go on the rack and be displayed on the floor,
5. He sets the colour scheme of the floor.
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6. He takes a call on slow-moving merchandise and makes sure it gets prominence

through better lighting and display.
Principles: The principles of visual merchandising are:
Make it easier for the customer to locate the desired category and merchandise.
Make it easier for the customer to self-select.
Make it possible for the shopper to co-ordinate and accessories.
Recommend, highlight and demonstrate particular products at strategic locations.
Educate the customer about the product in an effective & creative way.
Make proper arrangements in such a way to increase the sale of unsought goods.
Techniques
Visual merchandising builds upon or augments the retail design of a store. It is one
of the final stages in setting out a store in a way customers find attractive and
appealing.
Many elements can be used by visual merchandisers in creating displays including
color, lighting, space, product information, sensory inputs (such as smell, touch,
and sound), as well as technologies such as digital displays and interactive
installations.
A planogram allows visual merchandisers to plan the arrangement of merchandise
by style, type, size, price or some
other category. It also enables a chain
of stores to have the same
merchandise displayed in a coherent
and similar manner across the chain.
Types of Visual Merchandising

Window displays: Window displays can
communicate style, content, and price.
Display windows may also be used to
advertise seasonal sales or inform
passers-by of other current promotions.
Food merchandising
Restaurants, grocery stores, and convenience stores use visual merchandising as a tool
to differentiate themselves in a saturated market.
Tips: Ask your student to perform the functions of the visual merchandiser.
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Visual Merchandising Tips for Retail

Retail is big business. Even during the recent recession you could go down to your
local shopping centre and find it packed with people carrying bags from the large high
street retailers. The question is how do retailers convince shoppers that they need to
buy from them?
In its simplest form you could say that if someone knows they want to buy a product
they will just buy it - they don't need any convincing. What about the potential for
up-selling accessories for that product, or planting a seed in a customers mind to buy
something else?
That is where Retail Merchandising can help
In the past many retailers have seen merchandising as nothing more than an expense,
where as now it can be seen as a profitable investment. The science of merchandising
is based around a solid marketing plan and no matter how big or small your operation
you should allocate a sensible budget for your merchandising.
So how can it make you more profit?
Retail Merchandising isn't just about putting products onto a shelf. It's about planning,
product mix, customer experience and execution. A good merchandiser will look at
your store in the eyes of your customers - right from the moment they enter the store
to the moment they leave. Questions that you should ask yourself, from a customer's
perspective are things like:
Is my shop front inviting enough to want to make people come in and browse?
Is product presentation clear and appealing?
Are prices marked in a clear fashion?
Are products placed strategically around the store?
These are just a few simple questions that should be asked when it comes to
merchandising your store.
One of the important things to remember about merchandising is that retail trends
change, so merchandising isn't a one off exercise. It's about moving with the times and
creating a continuous appeal to your customers and audience. This might mean
bringing in new product ranges, re-arranging your store, sending out seasonal
messages in your shop windows. It's about staying on the pulse and ensuring that
shoppers are made to want to visit your store and part with their hard earned money.
Tips: Ask your student to identify the visual merchandising tips for retail.
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Importance of Visual Merchandising

The single and most important reason is to engage and inspire shopper in considering
the importance of visual merchandising on retail businesses the single and most
important reason is to engage and inspire shoppers, to encourage them to buy more of
the products you want them to, increasing your sales, margin and return on space
after all, you are running a business! That engagement process of course starts even
before they have set foot in your store.
First impressions count the exterior of your premises should be instantly appealing
with clear, consistent branding applied to your signage. The entrance reflects the
personality of your store and must entice the passer by to enter.
Creative and inventive window display an excellent opportunity to bring more custom
to your store. Customers have only a few seconds to view and be attracted by your
displays so keep them simple, bold and uncluttered. Cluttered, stale, or badly
organized displays are liable to do the exact opposite and turn those potential
customers away.
Ensure any special offers are clearly readable and not too big / small, bearing in mind
the demographic of your target audience. If your window space is limited try using
bright colours and lighting to draw the eye, maybe even motion. Change the displays
frequently based on how often your customers visit the store. A fantastic but dated
display could do more harm than good.
Seasonal displays are a perfect opportunity turns every browser into a customer. Use
every opportunity that you can buy a card for think Mothers day, Fathers day,
Easter, Halloween, Christmas etc I can remember my Mum taking me to Selfridges
every Christmas just to see their displays! Could you make your store the one to visit?
Tips: Ask your student to demonstrate the importance of visual merchandising.
Visual Merchandising Approaches

Avoid overwhelming / confusing the customers per the Clark
It is very easy to be attracted to new product opportunities and be constantly adding
to the range / choice you offer. The issue is that what can happen is that the sales
you are achieving are simply shared between more SKUs, making your business more
complex and putting you at risk of carrying excess stock.
Range proliferation can strangle a business from a cash flow perspective, so getting
the balance right is critical. Too little choice will put customers off, too much will
confuse them.
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Ideally you should analyze your retail space to understand what the maximum number
of products you can present at any given time is. Then be ruthless. Every product is
costing you money both to stock and also it occupies your high cost retail real estate
if it hasnt earned the right to be there, and it isnt a product typically connected to
the purchase of a high margin line (therefore earning its right by virtue of a related
sale) then get rid of it make way for a product that will earn you some money!
Remember focus on your return on space.
Once youve got the potential customer in the store and have presented a beautiful,
profitable range, you need to retain them for as long as possible typically the longer
they stay, the more they will spend.
Avoid overwhelming / confusing the customer as per the Kelly
Its important your store is inviting and uncluttered. Theres nothing worse than
walking into a messy store and feeling totally lost and overwhelmed with the amount
of stuff in your line of sight! It will make potential customers walk out, trust me, Ive
done this myself.
Try to reference the layout by colour within a product category to ease the shoppers
identification of products they need or matching products. Take a leaf out of the
online/e-commerce store design and display products with other products that they
work well/look good with.
If you make your customers feel at ease, they will linger longer. Music, lighting,
colours etc can all have a huge effect on the stress levels of the shopper. How many
times have you left a store because it was too bright or the music too loud?
Try appealing to all 5 senses sympathetically and be aware that the demographic of
your target market will feel different in different atmospheres. For example:
Sight: Use lighting to change the mood of the store and to highlight products on
offer.
Hearing: Music in stores has a huge effect on our stress levels. You may assume a
toy store would play childrens songs or nursery rhymes? In fact the parents will
feel a lot less stressed if the music is something softer, possibly classical.
Touch: Allow clients to handle or test the products. This encourages conversation
and rapport with your clients.
Smell: Certain fragrances are calming such as Vanilla or Lavender or Citrus to
uplift. Try using seasonal fragrances to evoke a sense of magic, cinnamon around
Christmas time.
Taste: Not always possible but if you can offer free tasters they are a sure fire
way of selling more product. Last Christmas Eve I queued up for our turkey in the
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local farm shop. They had a plateful of sausages for us to try while we waited.
Guess what else I bought before I left?
Your in store signage must be clear and concise. Too many signs will act like a
hundred shouting voices, not enough and your customer wont know where to go.
Keep it simple and in line with your existing store branding. Use fonts and colours that
are easily readable from a distance, avoid script or fussy, ornate styles.
Products need to be presented in a way that the customer can understand exactly
what they do and how they help them. This is where good Point of Sale and
freestanding merchandise displays really come in to play.
Point of sale (POS) or checkout is the location where a transaction occurs. Use this
area to display new products, special offers or no brainer purchases, for example
lip balms, pens, and small handbag sized items.
You can be really creative with these displays. Keep them simple and bold. There are
hundreds of off the shelf display products you can purchase usually in plastic or
cardboard.
Be creative with the products themselves. For example, if you were selling say paper
napkins, create origami animals from them instantly more appealing. If you have
own brand products invest in working with a design agency that specializes in
packaging design so that your product appeals exactly to your target customer. The
right packaging design can make or break a product, especially if its new to the
market or has huge competition. A good brand and packaging designer will draw out
the brand story and encapsulate that into the design, giving your product maximum
shelf appeal.
Tips: Ask your student to demonstrate the visual merchandising approaches.
Session Plan 3: Handling of Merchandising

1. Session Topic: Handling of Merchandising
- Identify the basic aspects of visual merchandising
- List out the functions, principles and techniques of visual merchandising
- Evaluate the impact of display of merchandise
projector.
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4. Preparations


5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the basic aspects, functions, principles, techniques of
visual merchandising and evaluate the impact of display of merchandise.
case studies etc.
5.2
Practical Session
1. Ask your student visit in various merchandise stores for observation of visual
merchandise and find out the window display.
2. Ask your student to visit in various merchandise stores for observation and find
out the functions of visual merchandiser at work-place.
3. Ask your student to visit to two retail stores to compare the display of
merchandise.
4. Identify the elements of visual Merchandising.
5. Find out the various aspects of visual Merchandising.
6. Identify the basic aspects, functions, principles, techniques of visual
merchandising.
7. Design window displays and visual presentations with an understanding of target
consumer.
Tips: Ask your student to identify the basic aspects, functions, principles,
techniques of visual merchandising & evaluate the impact of display of
merchandise.
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5.3
Process
1. Conduct group discussion on the basic aspects, functions, principles,
techniques of visual merchandising.
2. Ask the students to prepare charts on displays and visual presentations with
an understanding of target consumer.
3. Case study on visual merchandising.
4. Conduct group discussion on evaluate the impact of display of merchandise.

Part A
1) What is visual Merchandising?
2) What is the difference between visual merchandising and window display?
3) What are the functions of visual Merchandiser?
4) State the principles of Visual Merchandiser
5) Describe the techniques of Visual Merchandising
Part B
Differentiate between the visual merchandising and window display.
Part C
Yes
No
Able to differentiate between the visual merchandising and

window display.
Able to list out the functions of visual Merchandiser.
Able to identify the techniques of Visual Merchandising.
138
Session 4: Duties & Responsibilities of Merchandiser

Relevant Knowledge
The merchandiser is responsible for particular lines of merchandise. For example, in a
department store, there may be merchandisers for menswear, womens wear,
childrens wear etc. The basic duties of the merchandiser can be divided into four
areas: planning, directing, co-coordinating and controlling.
Functions of Merchandiser
Planning
Though the merchandisers may not be directly involved in the actual purchase of
merchandise, they formulate the policies for the areas in which they are responsible.
Directing
It is very important function of merchandiser that he will guide and train buyers as
and when the need arises. Inspiring commitment and performance in the part of the
buyers is necessary.
Coordinating
Usually, merchandise managers supervise the work of more than one buyer; hence
they need to coordinate the buying effort in terms of how well it fits in with the store
image and with the other products being bought by other buyers.
Controlling
Assessing not only the merchandise performance, but also the buyers performance as
well as buying behaviour is part of the merchandise managers job. Buying
performance may be evaluated on the basis of net sales maintained mark up
percentages, mark down percentages, gross margin percentages and stock turn. This
is necessary to provide control and maintain high performance results.
139
Whether you plan to design your stores yourself, or you just want to better
understand how to evaluate the effectiveness of your shopping environment and
experience, this workshop will give you the foundation you need to achieve the
fundamental goal of any store design or visual merchandising effort to increase
sales.
There are many things that visual Merchandisers must look after to take care of
customers and their emotions and they should easily attract toward the shop and buy
the products. Many merchandisers takes training for these aspects that what they
have to do the things in the shop and what the way they dont create trouble for the
customers.
Merchandiser's responsibilities vary organization to organization, but basic
responsibilities are to source the Trim and necessary accessories, Fabric for
production, prepare a Time and Action plan to ensure the shipments on right time. He
should have good knowledge of fabrics.
In some organizations Merchandiser also direct communicates with buyers to
understand their needs. Merchandiser is responsible from Taking order to final
shipment of goods. Duties most visual merchandisers work for large department stores
and retail chains. Their responsibilities and position titles vary from one employer to
another but, in general, visual merchandisers:
arrange showcases, clothes racks, counters and display fixtures.
design lighting and colour range of merchandise.
teach sales staff how to colour co-ordinate clothes racks and counter displays
work as part of a merchandising team that may include advertising and
promotion staff.
attend training sessions and corporate planning meetings to get new ideas for
Fall and Spring launches.
140
They also may:

prepare floor plans to scale;
co-ordinate
construction
contractors
for
major
floor
changes
unpack;
sort and tag incoming merchandise for display;
monitor the condition of products on display;
oversee the general cleanliness of the store inside and out
track rates of sale on the commodities they display.
Visual merchandisers must be aware of the store's layout in intimate detail. Frequent
shifts of large quantities of merchandise require merchandisers to be real problem
solvers with the ability to anticipate customers' needs.
Some organizations have two levels of visual merchandising positions: one is
responsible for the overall look and colour flow of displays, and the other is
responsible for maintaining window and other displays on a day-to-day basis.
Displays are usually planned two to four weeks in advance to co-ordinate with special
promotions and advertising campaigns. If a visual merchandiser is working exclusively
for a large organization or chain, signage and prop packages are generally provided.
Products may be specified for display and guidelines usually are fairly tight so store
presentations are uniform throughout the company.
Freelance merchandisers who work for smaller chains and independent stores may
have the opportunity to work under less stringent guidelines. Some do everything
from building props to using computers to produce signage.
Working Conditions
Visual merchandisers ensure that stores present a strong corporate image that appeals
to the store's target market. Due to constant changes in the retail and fashion market,
they must work under tight deadlines. The busiest times of the year are from August
to mid-November and March.
Some visual merchandisers travel from store to store, either as an employee of a
retail chain or as a freelancer.
Personal Characteristics
Visual merchandisers need the following characteristics:
artistic ability and imagination
a keen sense of fashion and trends
the ability to visualize three-dimensional settings
141
good problem-solving abilities

the ability to work independently and in a team environment
confidence in their ideas combined with the flexibility required to accept other
people's suggestions
good communication skills.
They should enjoy synthesizing information to develop new ideas and find practical
solutions to problems, taking a methodical approach to tasks requiring precision, and
directing the work of others
Tips: Ask your student to describe the functions of merchandiser and plan to
prepare display of products.
The Buyer Role and Responsibilities in Merchandising
Buyers play an important role in the retail industry. They select and order
merchandise to be sold. The skill within which they do this directly affects the sales
volume of their store and its share of the total retail market.
Buyers may be responsible for buying for a department, an entire store or a chain of
stores. It is important that buyers maintain a balanced inventory and a budget agreed
upon between themselves and the store or merchandising manager. Although
computers help maintain inventory records and analyze customer purchasing
preferences and trends, buyers still have to make key decisions concerning style,
taste and customer motivations.
Central Buyers work for chain stores and mail order houses. They may be located in
divisional headquarters, the parent store of a chain, or in offices in wholesale market
areas. Associate or Junior Buyers usually buy specific items for a department or
division of a firm which is too large to be served by one buyer. The associate or Junior
Buyer assumes responsibility for the specified item purchases but coordinates with the
Head Buyer.
Assistant Buyers are responsible for routine aspects of the work. They coordinate
stores or departments, supervise personnel and maintain sales and inventory records.
The responsibilities of a buyer are listed below:
Developing the merchandising strategies for the product line, store or organization
that he / she is responsible for.
Planning and selecting merchandise assortments. This requires a keen
understanding of the current market trends and economic developments. At the
same time, it requires an understanding of the needs and wants of the target
consumers and locating a product to suit these needs.
142
Vendor selection, development and management. Negotiations with vendors for

favorable terms and services are a delicate issue handled by the buyers.
Pricing the merchandise to achieve the required targets in terms of gross margins.
Inventory management allocation of merchandise to the various retail stores is
also an integral part of the functions of the buyer. Hence, a buyer needs to control
inventory, which includes not only procurement but also providing the goods as per
the needs of the stores, so that under ideal circumstances, there is never a
situation when the product is not available in the retail store. In case there is
merchandise which is slow moving then mark downs or moving the merchandise to
other locations also needs to be finished.
The structure of the merchandise department largely depends on the organizations
structure adopted by that particular retail organization.
Many organizations may also have a position known as a Purchase Agent. Purchase
agents and buyers commonly focus on routine purchasing tasks, often specializing in a
commodity or a group of related commodities such as steel, cotton, grains, fabricated
metal products or petroleum products. Purchase agents usually track market
conditions, price trends or futures markets.
While job in merchandising or buying is very exciting, the working conditions are
often strenuous. Travelling frequently, to visit branch stores and domestic and
sometimes foreign market areas is often required.
An awareness of the general economic conditions is also required, which will enable
anticipation of consumer buying patterns. Anticipating consumer preferences and
ensuring that goods are in stock when they are needed requires resourcefulness, good
judgment and self confidence. Buyers must be able to make quick decisions and take
risks. Marketing skills and the ability to identify products that will sell are also very
important.
In addition, they must keep abreast of style and manufacturing trends, read fashion
and trade magazines, follows ads in newspapers and other media, and check retail
competitors sales activities. The job of buying and merchandising can often call for
long hours and tremendous pressure to achieve targets.
Responsibility to do the Things
Do buy or borrow folding tables, or make some from sawhorses and plywood.
Do group like items together. The goods look more abundant, and it makes for
a better display. Customers shopping for a particular type of merchandise can
find what they're looking for quickly, and they're more likely to buy multiple
pieces.
143
Do dust or wash your merchandise as

needed before setting it out. If they've
been in storage, draperies and curtains,
and upholstered furniture.
Do display valuable items close to your
house or checkout area to keep an eye on
them, especially if they're small or fragile.
Do place breakables on tables that are out
of the reach of children. Some shoppers let
their children run wild, and those who do
will resist paying for that broken collection
of carnival glass.
Do place sale desirable sale merchandise at
the street end of your yard or driveway,
especially seasonal items and large pieces,
such as furniture. It makes the sale look
bigger and better,
Mannequins showcasing the

dress collection are fully
supported by merchandise
found adjacent to it, sharing
the same colour story and
similar styles.
Do display
adult and
larger
children's
clothing on
hangers,
and arrange
it by size. It
presents
better, and
the clothing
is less likely to end up
crumpled on the ground. If it's on a table, many customers won't refold it after
digging through the stacks.
Do displays baby clothing and young children's clothing on tables? Fold and
stack it according to clothing type and size. It takes up less space, and the
small pieces are easy to straighten and refold as needed.
There was thousands of people downtown during the Pride Parade weekend. In
keeping with this, the store showed their support while promoting their merchandise.
144
Engage your customers and

deliver an experience.
These sale signs maintain

perceived product values.
This nice and enticing display upfront! It is
effective in getting passers-by to come in as
well. It is the brightest stores tend to
attract the most customers lighting the
entrance, especially the main focal display is
sure to grab attention.
Responsibility to Not to Do the Things
Don't go overboard cleaning and prepping the merchandise. You won't make
enough money to recoup the time investment.
Don't place your tables and clothing racks so close together that shoppers can't
get through. Spread out across the driveway and yard. It makes your sale look
bigger anyway.
Don't deliberately set out merchandise that's been damaged beyond repair or
recalled, and don't lie about the condition.
It's fine to sell a nonworking vintage radio to someone who wants to repair or
display it, but be honest about the condition.
Don't tell a shopper about functioning of the products, if it not.
A feature display such as the one shown on the mannequin sets an expectation
that items similar to it can be found in adjacent units. However, in this case,
the adjacent racks show casual T-shirts. Where can one find similar dresses?
In contrast, this store missed a great selling opportunity.
145
On the other hand, these signs

greatly devalue the merchandise.
Who turned off the lights? Lighting the entrance is crucial not only in getting attention
but also in defining the start of the store experience.
Tips: Ask your student to demonstrate the duties and responsibilities of
merchandiser do and not to do in the retail stores.
Session Plan 4: Duties and Responsibilities of Merchandiser

1. Session Topic: Duties and Responsibilities of Merchandiser
2. Objectives: To develop students knowledge, skills and abilities to describe the
duties and responsibilities of merchandiser and plan to prepare display of products.
projector.
4. Preparations

146

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the duties and responsibilities of merchandiser.
case studies etc.
5.2
Practical Session
1. Ask your student visit to retail store to study the role, duties and functions of
merchandiser.
2. Ask your student to visit to retail stores to understand how displays should
conform to the companys requirements and standards.
3. Demonstrate the knowledge of core competencies of a Merchandiser.
4. Identify the duties and responsibilities of merchandiser.
5. Identify the equipment, materials, merchandise and props used for creating and
installing the display.
6. Demonstrate how to prepare the display area and put the display together in a
way that causes the least inconvenience to customers.
7. Demonstrate the knowledge of checking that the assembled display conforms to
companys requirements and standards.
8. Demonstrate the knowledge of keeping up-to-date record of displays.
Tips: Ask your student to describe the duties and responsibilities
merchandiser and plan to prepare display of products.
of
147
5.3
Process
1. Conduct group discussion on the duties and responsibilities of merchandiser.
2. Ask the students to prepare charts on duties and responsibilities of
merchandiser.
3. Role play to act as merchandiser and perform the duties and responsibilities.
4. Conduct group discussion on the plan to prepare display of products.

Part A
1. Explain the duties of the Junior Merchandiser?
2. What are the responsibilities to do the things?
3. What are the responsibilities to not to do the things?
Part B
Differentiate between the duties and responsibilities of Junior Merchandiser.
Part C
Yes
No
Able to differentiate between the duties and

responsibilities of Junior Merchandiser.
Able to list out duties of the Junior Merchandiser.
Able to identify the responsibilities to not to do the
things.
148
RS304-NQ2012
Retail Store Layout and Design
149
Introduction
A store layout is the design in which a store's interior
is set up. Store layout is well thought out to provide
the best exposure possible. It is designed to create
an attractive image for consumers. It describes the
overall look and feel of the interior of a retail store,
including the placement of fixtures and products
within the store. It is an important part of
implementing retail store strategy. Effective layouts
are designed to expose customers to the most
products possible given the amount of floor space available.
A well-planned retail store layout allows a retailer to maximize
the sales for each square foot of the allocated selling space
within the store. Store layouts generally show the size and
location of each department, any permanent structures,
fixture locations and customer traffic patterns. Each floor plan
and store layout will depend on the type of products sold, the
building location and how much the business can afford to put
into the overall store design.
Layout for retail stores depends on the retailers understanding of the customers
buying habits. Retailers have three basic layout options from which to choose: grid,
free form, and boutique. Some areas of a retail store generate more sales per square
foot and therefore are more valuable.
There are many factors retailers should consider before choosing a store location.
From traffic analysis to zoning requirements, there is a lot of data to examine before
deciding on the perfect spot. Considering following factors while deciding a Store
Layout can be useful:
1. Effective Use of Space: Space needs to be used effectively, with all the areas
planned properly to break up the store into logical and functional areas such as
POS, Back Office, Changing Rooms, Pantry, Toilets, etc.
2. Inviting Customers: Layout is designed to attract the targeted audience. It should
speak on its own and guide customers to all the areas of merchandise.
3. Interiors: Interior arrangements - appearance, walls, sections, and areas should be
planned and positioned well. Lighting and Music arrangement needs to be taken
into consideration while planning a layout. It should be placed to suit the kind of
shopper. These arrangements can be changed during different hours in a store.
In this unit you should be learn types of retail location, store layout, design decision
in the stores and functions of store retail associate.
150
Session 1: Types of Retail Location

Relevant Knowledge
There are various options available to the retailer for choosing the location of
store. The choice of the location of the store depends on the target
audience and the kind of merchandise to be sold.
A retailer has to choose among alternate types of
retail locations available. It may locate in an
isolated place and pull the customer to the store
on its own strength, such as a small grocery store
or paan shop in a colony which attracts the
customers staying close by. Typically a store
location may be:
1. Freestanding /Isolated store
2. Part of Business District/Centres (Unplanned Business Districts)
3. Part of a Shopping Centre (Planned Shopping Centres)
The selection of a location type must reinforce the retailers strategy. The location
type decision needs to be consistent with the shopping behaviour and size of its target
market and the retailers positioning in its target market. A critical factor affecting
the location consumers select to visit is the shopping situation they are involved with.
There are three major types of shopping situations which are convenience shopping,
comparison shopping, and specialty shopping.
Convenience Shopping - Minimize the customer's effort to get the product or
service by locating store close to where customers are located.
Comparison Shopping - Customers have a good idea of what type of product
they want, but do not have a strong preference for brand, model, or retailer.
Category Specialists - Customers can see almost all brands and models in one
store.
Tips: Ask your student to classify the different locations of retail store.
Types of Retail Location
Retailers have many store location factors to consider when choosing a place for their
business. Here are a few of the more common types of retail locations.
1.
Mall Space: A mall has many retailers competing with each other less than one
roof. It hosts a variety of stores and retail formats, from anchor stores to
kiosks. There are generally 3 to 5 anchor stores, or large chain stores, and then
dozens of smaller retail shops. Typically the rent in a mall location is much
151
higher than other retail locations. This is due to the high amount of customer
traffic a mall generates.
2.
Free standing locations: This type of retail location is basically any standalone building. It can be located in a neighborhood or right off a busy highway.
Depending on the landlord, there are generally no restrictions on how a retailer
should operate his business. It will probably have ample parking and the cost
per square foot will be reasonable.
3.
Downtown Area: This type of store location may be another premium choice,
just like malls. However, there may be fewer rules and more freedom for the
business owner. Many communities are hard at work to revitalize their
downtown areas and retailers can greatly benefit from this effort. However,
the lack of parking is generally a big issue for downtown retailers.
4.
Shopping center: Strip malls and other attached, adjoining retail locations also
have some guidelines or rules for their tenants directing their conduct of
business. These rules are probably more lenient than a mall, but make sure you
can live with them before signing a lease.
5.
Home-based: Home based businesses or stores are an inexpensive option but in

such a business, growth may be restricted. It, may a times, becomes really
hard to separate business and personal life in this setup and the retailer may
run into problems if there isnt a separate address and/or phone number for
the business.
6.
Office Building: The business park or office building may be another option for
a retailer, especially when they cater to other businesses. Tenants share
maintenance costs and the image of the building is usually upscale and
professional.
Tips: Ask your student to identify the types of retail location.

Factors Affecting Choice of Location
Location decision is strategic and long term and hence involves a large investment
that is irreversible in nature. If a retailer after setting up his store realizes that the
location is not proper, he has either to go on suffering losses or close down. Poor
location results in increase distribution cost, poor marketing response and
dissatisfaction among employees, suppliers and customers. The location decision is
one of the most important decisions a retailer will make, given its long-term effects
on the business. The following are some factors which should be considered before
choosing the location.
152
Population and Your Customer

For choosing a city or state to locate retail store, the area should be thoroughly
searched before making a final decision. Reading of local newspapers and speaking to
other small businesses in the area is necessary. Location demographics from the local
library, chamber of commerce or the Census Bureau should be obtained. Any of these
sources should have information on the area's population, income and age. So, the
retailer comes to know his customers.
Accessibility, Visibility and Traffic
Retailer wants to be located where there are many shoppers but only if that shopper
meets the definition of their target market. Small retail stores may benefit from the
traffic of nearby larger stores. For a small retail store in its first year of operation,
with limited funds for advertising and promoting, retail compatibility can be the most
important factor in the survival of the store.
How many people walk or drive past the location?
Is the area served by public transportation?
Can customers and delivery trucks easily get in and out of the parking lot?
Is there adequate parking?
The knowledge of the volume and character of passing traffic is always useful. When
considering visibility, look at the location from the customer's view point. Can the
store be seen from the main flow of traffic? Will your sign be easily seen? In many
cases, the better visibility retail store has, the less advertising needed. A specialty
retail store located six miles out of town in a free standing building will need more
marketing than a shopping store located in a mall.
Signage, Zoning and Planning
Before signing a lease, retailer should understand all the rules, policies and
procedures related to his retail store location. The local city hall and zoning
commission should be contacted for information on regulations regarding signage. The
information about any restrictions that may affect retail operation and any future
planning that could change traffic should be gathered, such as highway construction.
Most zoning boards, along with economic/regional development committees, plan
several years in advance. They can probably provide with valuable insights to help
retailer decide among tentative retail locations.
Competition and Neighbors
Other area businesses in prospective location can actually help or hurt the retail shop.
A gift shop should be located near places like department stores, theatres,
153
restaurants. In short, any place where lines of patrons may form, giving potential
customers several minutes to look in the gift shop's display windows. A high-end
fashion boutique may not be successful next door to a discount variety store.
Location Costs
Besides the base rent, all costs involved should be considered by the retailer while
choosing a retail store location.
Lawn care, building maintenance, utilities and security
upkeep and repair of the heating/air units
Any repairs, painting or remodeling
Property taxes
Dues to the centres merchants association.

The location retailer can afford now and what he can afford in the future should vary.
It is difficult to create sales projects on a new business, but one way to get help in
determining how much rent retailers can pay is to find out what sales similar retail
businesses are making and how much rent they're paying.
Personal Factors
Personal factors such as the distance from the shop to home and other should be
taken into consideration while choosing the location. If you spend much of your time
traveling to and from work, the commute may overshadow the exhilaration of being
your own boss. Also, many restrictions placed on a tenant by a landlord, Management
Company or community can hamper a retailer's independence.
Special Considerations
A retail shop may require special considerations. A retailer should make a list of any
unique characteristic that may need to be addressed. e.g.
Requirement of special lighting, fixtures or other hardware
Availability of restrooms for staff and customers
Adequacy of fire and police protection for the area
Availability of sanitation service
Availability and adequacy of parking place
Adequate lighting for the parking lot and building exterior
Sufficient density of population in the area.

Tips: Ask your student to identify the factors affecting choice of store location.
154
Session Plan 1: Types of Retail Location

1. Session Topic: Types of Retail Location
2. Objectives: To develop students knowledge, skills and abilities to classify the
different Locations of retail store and identify the factors affecting choice of store
location.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on locations of retail store and choice of store location.
case studies etc.
5.2
Practical Session
1. Ask your student visit to the retail store to list out criteria of customer
oriented & market oriented store location and formulate the group to prepare
the report on better or effective store location.
155
2. Ask your student to visit to the retail outlet to list out the various factors
affecting choice of store location on the basis of different goods and prepare a
report on establish a retail store at a location in the city of your choice.
3. State the advantages and disadvantages of different store locations.
4. Differentiate between the categorized, isolated and neighborhood retail stores.
5. Differentiate the existing and new store location and enlist the various factors
affecting the choice of store location.
6. Identify the different laws and regulations in choosing store location.
Tips: Ask your student to classify the different locations of retail store and
identify the factors affecting choice of store location.
5.3
Process
1. Conduct group discussion on the customer oriented & market oriented store
location.
2. Ask the students to prepare diagrams on effective store location.
3. Case study on the categorized, isolated and neighborhood retail stores.
4. Conduct group discussion on the advantages and disadvantages of different
store locations.

Part A
Classify different locations of retail store.
Identify factors affecting choice of retail location.
Part B
What
What
What
What
do you understand by Retail Locations?

are the different Retail Locations?
are the different types of retail location options available to an Indian?
are the relative advantages of each location type?
156
Part C
Yes
No
Able to identify the various types of retail locations.

Able to identify factors affecting choice of store location.
157
Session 2: Store Layout

Relevant Knowledge
It is very vital for a business to plan the store layout, atmosphere, and create
irresistible visual merchandising displays. In the process it would be necessary to view
floor plans and other retail store designs, learn how to select and care for store
fixtures, as well as using special lighting techniques to accent products and find store
layout software and vendors selling store fixtures and displays. A well-planned retail
store layout allows a retailer to maximize the sales for each square foot of the
allocated selling space within the store. Store layouts generally show the size and
location of each department, any permanent structures, fixture locations and
customer traffic patterns.
Each floor plan and store layout will depend on the type of products sold, the building
location and how much the business can afford to put into the overall store design.
The straight floor plan is an excellent store layout for most any type of retail store. It
makes use of the walls and fixtures to create small spaces within the retail store. The
straight floor plan is one of the most economical store designs. The diagonal floor
plan is a good store layout for self-service types of retail stores. It offers excellent
visibility for cashiers and customers. The diagonal floor plan invites movement and
traffic flow to the retail store. The angular floor plan is best used for high-end
specialty stores. The curves and angles of fixtures and walls are makes for a more
expensive store design. However, the soft angles create better traffic flow throughout
the retail store. The geometric floor plan is a suitable store design for clothing and
apparel shops. It uses racks and fixtures to create an interesting and out-of-theordinary type of store design without a high cost. The mixed floor plan incorporates
the straight, diagonal and angular floor plans to create the most functional store
design. The layout moves traffic towards the walls and back of the store.
Importance of a Store Layout
A stores layout is one of the key strategies in its success. Therefore, a lot of time,
effort and manpower go into its design. Retailers use layout to influence customers
behavior by designing the stores flow, merchandise placement and ambiance.
Layouts also help retailers understand how much revenue per square foot they are
making; using this information, they can properly assess the strengths and weaknesses
in their merchandising mix.
Tips: Ask your student to identify the steps in store layout
158
Types of Layouts
1.
Grid Layout: Grid Layout is a type of store layout in which counters and
fixtures are placed in long rows or runs, usually at right angles, throughout
the
store.
Following
are
the
advantages and disadvantages of Grid
layout.
Advantages
Low cost
Customer familiarity
Merchandise exposure
Ease of cleaning
Simplified security
Possibility of self-service
Disadvantages
Plain and uninteresting
Limited browsing
Stimulation of rushed shopping behavior
Limited creativity in decor
A store organized using a grid layout is
very simple. The aisles of the store are
arranged parallel to one another and
lead to the checkout lanes located at
the front of the store where customers
enter and exit. Most people have seen
this type of layout used in grocery or
drug stores.
2.
Diagonal Layout: Diagonal layouts are

very similar to grid layouts. Like a grid
layout, the merchandise in the store is
separated into aisles which lead to the
checkout area. However, in a diagonal
layout, the aisles are set at an angle to the front entrance of the store. Doing
this helps maximize the space available in a smaller store.
3.
Mouse Trap Layout: In a mouse trap layout, when customers enter the store
there is only one direction to go. Customers walk around the perimeter of the
store, stopping to pick up items they need until they reach the checkout aisles
159
located where they originally entered. Mouse trap layouts are often used in
furniture stores and are considered a more traditional style store layout.
4.
Mixed Floor Plan: A mixed

floor
plan
layout
incorporates different types
of layouts throughout the
store. This is often seen in a
department store setting
where different floor plans
work better depending on
the type of merchandise on
display in that particular
area. For example, the
house wares section of a department store might use a grid layout while the
clothing sections work better with a race track layout. Having the flexibility to
use different layouts for each type of merchandise ensures that customers find
what they are looking for quickly and easily in every department.
5.
Free Flow Layout: Free-Flow Layout is a type of store layout in which fixtures
and merchandise are grouped into free-flowing patterns on the sales floor.
Advantages
Allowance for browsing and wandering freely
Increased impulse purchases
Visual appeal Flexibility
Disadvantages
Loitering encouraged
Possible confusion
Waste of floor space
Cost
Difficulty of cleaning
For a spacious store layout that's flexible and ideal for displaying impulse
items, opt for a free flow store layout. Arrange products throughout the store
using racks and shelves placed so that customers can move around the browse
freely and employees can access customers immediately to assist with buying
decisions. A free flow store layout is ideal for clothing stores, jewelry stores,
boutiques and small specialty shops. Use caution with this type of layout
because it can appear cluttered, instead of spacious and free moving, if
product displays and racks aren't situated to maximize space.
5.
Loop Layout: Loop Layout is also known as Racetrack layout. It is a type of

store layout in which a major customer aisle begins at the entrance, loops
160
through the store, usually in the shape of a circle, square, or rectangle, and
then returns the customer the front of the store.
Spine Layout: Spine Layout is a type of store layout in which a single main
aisle runs from the front to the back of the store, transporting customers in
both directions, and where on either side of this spine, merchandise
departments using either a free-flow or grid pattern branch off toward the
back aisle walls.
6.
A store's layout displays the overall image of the store and creates the
perception that customers have about the store's environment. The image of
the store not only attracts customers, but it also causes them to purchase
goods while shopping there.
Tips: Ask your student to prepare the diagrams of store layout and follow the
formalities require.
Session Plan 2: Store Layout

1. Session Topic: Store Layout
- Identify the steps in store layout
- Competencies required for store operations in retail knowledge
- Identify the formalities required for store layout.
- Describe the Location and proportion of space through numeric and visual
space planning.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
161

presentation.
students.
5. Discuss case study on the steps in store layout and Location and proportion of
space through numeric and visual space planning.
case studies etc.
5.2
Practical Session
1. Ask your student visit a retail stores and prepare a chart of various store
layouts.
2. Ask your student to visit a retail mall and understand the job responsibility of
how store layout are designed and formed.
3. Ask your student to visit retail store and learn how the store layout is drawn.
4. Ask your student to visit a store in more than three retail malls and note down
the salient features of how store layout is formed.
5. Work in retail store with the responsibility and function as store assistant.
6. Design a small independent store layout for one product with reference to
commercial operations in retail outlet.
7. Work with retail store planner and learn the store layout designing.
Tips: Ask your student to identify the steps in store layout and follow the
formalities required for store layout.
5.3
Process
1. Conduct group discussion on the steps in store layout of different types of retail
outlets.
2. Ask the students to prepare diagrams on store layout and prepare a chart of
various store layouts.
3. Role play to act as store assistant and perform the responsibilities and
functions.
4. Conduct group discussion on design a small independent store layout for one
product with reference to commercial operations in retail outlet.
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Part A
Describe difference types of layouts
Differentiate between mouse trap layout and spine layout
Differentiate between free flow and loop layout
Part B
What are different types of store layout
What are pros and cons of using types store layout
Are store uses more than one layout in the store
Part C
Yes
No
Able to understand different types of store layouts.

Able to distinguish various types of store layouts.
163
Session 3: Design Decision

Relevant Knowledge
Designing a store layout includes deciding the best methods of presenting goods to the
customer. Goods are presented either on shelving units, hanging from something, on
pegboard, stacked or placed on dump tables. The methods determined are designed
to optimize sales volumes.
Some
(1)
(2)
(3)
(4)
(5)
objectives for a store design are to

Implement the retailer's strategy,
Influence customer buying behavior,
Provide flexibility,
Control design and maintenance costs, and
Meet legal requirements.
Tips: Ask your student to identify the objectives of store design decision.
Typically, a store design cannot achieve all of these objectives, so managers make
trade-offs among objectives, such as providing convenience versus encouraging
exploration.
The basic elements in a design that guide
customers through the store are the layout,
signage, and feature areas. A good store
layout helps customers to find and purchase
merchandise. Several types of layouts
commonly used by retailers are the grid, race
track, and free-form. The grid design is best
for stores in which customers are expected to
explore the entire store, such as grocery
stores and drugstores. Racetrack designs are more common in large upscale stores like
department stores. Free-form designs are usually found in small specialty stores and
within large stores' departments.
Signage and graphics help customers locate specific products and departments,
provide product information, and suggest items or special purchases. In addition,
graphics, such as photo panels, can enhance the store environment and the store's
image. Digital signage has several advantages over traditional printed signage, but the
initial fixed costs have made the adoption of this technology slow. Feature areas are
areas within a store designed to get the customer's attention. They include
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freestanding displays, end caps, promotional aisles or areas, windows, cash wraps or
point-of-sale areas, and walls.
Space management involves two decisions: (1) the allocation of store space to
merchandise categories and brands and (2) the location of departments or
merchandise categories in the store. Some factors that retailers consider when
deciding how much floor or shelf space to allocate to merchandise categories and
brands are (1) the productivity of the allocated space, (2) the merchandise's inventory
turnover, (3) impact on store sales, and (4) the display needs for the merchandise.
When evaluating the productivity of retail space, retailers generally use sales per
square foot or sales per linear foot.
Tips: Ask your student to identify the elements of store design decision and
store planning & design.
The location of merchandise categories also plays a role in how customers navigate
through the store. By strategically placing impulse and demand/destination
merchandise throughout the store, retailers can increase the chances that customers
will shop the entire store and that their attention will be focused on the merchandise
that the retailer is most interested in selling. In locating merchandise categories,
retailers need to consider typical consumer shopping patterns.
Retailers utilize various forms of atmosphericslighting, colors, music, and scentto
influence shopping behavior. The use of these atmospherics can create a calming
environment for task-oriented shoppers or an exciting environment for recreational
shoppers.
The goal of any retail location is to draw customers into the store and then persuade
them to make a purchase. Good advertising and promotion work to bring customers
in, but what happens once customers get into a store largely depends on the layout
and design of the store. Both play a huge role in how customers rate their experiences
and whether they decide to buy, and if they return or recommend the store to others.
Opening a retail store can reap many rewards. Retail stores must offer a unique
environment that set them apart from others. Well-planned retail store design ideas
concerning layout should allow a retailer to maximize sales for each foot of the
allocated selling space within the store. By utilizing a grid wall, for example, a retail
store can accommodate almost any product. Every inch of every available space must
be efficiently planned for maximum display advantage. Nothing is an accident when it
comes to retail store design ideas.
A retailer should study successful floor plans and retail store design ideas. One of the
secrets to successful sales is to create the right atmosphere. Selling is a seduction of
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sorts and setting the mood is part of the equation. Lighting is very important; it
should be bright enough to enable customers to easily see products but not too harsh.
Spotlights can call attention to specific items. It is very important to select and care
for store fixtures, as well as using special lighting techniques to accent your products.
Tips: Ask your student to find out the location of merchandise categories.
Tips for Store Design and Layout
The signage displaying the name and logo of the store must be installed at a place
where it is visible to all, even from a distance. Dont add too much information.
The store must offer a positive ambience to the customers. The customers must
leave the store with a smile.
Make sure the mannequins are according to the target market and display the
latest trends. The clothes should look fitted on the dummies without using
unnecessary pins. The position of the dummies must be changed from time to time
to avoid monotony.
The trial rooms should have mirrors and must be kept clean. Do not dump
unnecessary boxes or hangers in the dressing room.
The retailer must choose the right colour for the walls to set the mood of the
customers. Prefer light and subtle shades.
The fixtures or furniture should not act as an object of obstacle. Dont
unnecessary add too many types of furniture at your store.
The merchandise should be well arranged and organized on the racks assigned for
them. The shelves must carry necessary labels for the customers to easily locate
the products they need. Make sure the products do not fall off the shelves.
Never play loud music at the store.
The store should be adequately lit so that the products are easily visible to the
customers. Replace burned out lights immediately.
The floor tiles, ceilings, carpet and the racks should be kept clean and stain free.
There should be no bad odor at the store as it irritates the customers.
Do not stock anything at the entrance or exit of the store to block the way of the
customers. The customers should be able to move freely in the store.
The retailer must plan his store in a way which minimizes theft or shop lifting.
i.
Merchandise should never be displayed at the entrance or exit of the store.
ii. Expensive products like watches, jeweler, precious stones, and mobile
handsets and so on must be kept in locked cabinets.
iii.
Install cameras, CCTVs to have a closer look on the customers.
iv.
Instruct the store manager or the sales representatives to try and assist all
the customers who come for shopping.
v.
Ask the customers to deposit their carry bags at the entrance itself.
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vi.
Do not allow the customers to carry more than three dresses at one time to
the trial room.
Tips: Ask your student how to follow the tips for store design and layout.
Session Plan 3: Design Decisions

1. Session Topic: Design Decisions
- Identify the elements of store design decision.
- Describe the elements of store planning and design
- Formulate the process for Retail Store Design
- Identify the Product Delivery channel
- Handle the customer complaints properly.
projector.
4. Preparations
students.
5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the store design decision and store planning & design.
167
case studies etc.
5.2
Practical Session
1. Ask your student visit different retail stores and find out the reasons of
selecting even type of store design decision.
2. Ask your student to visit to the retail store & observe what kind of delivery
channels used for different products.
3. Demonstrate the store design for different types of retail outlets and identify
the various factors that determine store design decision.
4. Differentiate between selling area, circulation area and back area.
5. Differentiate the functions of stores space with store decoration.
6. Work with retail store planner and learn the store layout designing.
7. Identify the methods of delivery channels and measure the product movements
from the store to the retail outlet.
8. Differentiate between customer suggestion & complaint and how to handle the
customer complaints.
Tips: Ask your student to identify the elements of store design decision and
store planning & design.
5.3
Case study and Group Discussions
Process
1. Conduct group discussion on the store design decision on the basis of different
types of retail business.
2. Ask the students to prepare charts on delivery channels and measure the
product movements from the store to the retail outlet.
3. Case study on store design decision of particular retail outlet.
4. Conduct group discussion on the functions of stores space with store
decoration.

Part A
Describe store design
Discuss elements of store design
Discuss tips of store design
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Part B
Tips for store design and layout
Objections of store design
Part C
Yes
No
Able to identify objective behind store design.

Able to identify major tips in store design.
Able to identify major elements in store design.
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Session 4: Functions of Retail Store Associate

Relevant Knowledge
In the retail store there are some key positions require for operating the retail
business and easy to convince the customers. These positions are as under:
Stocking and Inventory Associates
Stock and inventory associates are responsible
for the flow of merchandise from the point of
delivery to the sales floor or internal
destination. When working in this role, you
may be responsible for receiving, unpacking,
processing,
organizing,
and
storing
merchandise. This position is not just about
heavy lifting. The companys merchandising
and display standards will be in your hands, so
your work will ensure that products are easily accessible, visually appealing, and
constantly available. Your work will enhance the brand image of both the products
and the store, and positively impact the customer experience.
As a stock and inventory associate, you will contribute to the profitability of the retail
operation by receiving, handling, and helping to manage the inventory of merchandise
and supplies in a timely and organized manner.
Receiving
Supply and inventory associates check
merchandise and supply deliveries for accuracy,
verifying that quantities received match bills of
lading, purchase orders, and other documents.
After safely staging incoming shipments, you
will
maintain
ongoing
and
proactive
communication with key partners about new
arrivals, order overages and shortages, and
delivery delays.
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Inventory Responsibilities
Accurate tracking and documentation are
key responsibilities of stock and inventory
associates. By accounting for merchandise
and supplies, you will enable compliance
with designated inventory levels and help
prevent run-outs. You will provide daily
accounting and documentation, but you will
likely also participate in formal periodic
inventory
audits.
External
transfers,
damaged merchandise, and manufacturer returns will likely be included in your
responsibilities. You will help decrease store shrinkage by researching inventory
discrepancies, and reporting suspicious activities to loss prevention specialists.
Merchandise Handling
In general, stock and inventory associates are responsible for shipping merchandise
and supplies in and out of inventory to internal locations and departments.
Specifically, this means that you will pull items from storage, physically move them,
stock shelves, fill displays, and use tracking and communication tools to advise
appropriate partners about product placement and new inventory levels. You will
organize the stock room or warehouse, and ensure that accurate labeling; logical
placement, neat arrangement, and cleanliness are maintained. Periodically you may
be preparing packages for external shipment.
Skill Requirements
He may be using a wide range of equipment and machines, including power jacks,
pricing guns, cardboard bailers, trash compactors, cranes, hoists, and forklifts.
Training experience or appropriate certification would be helpful and may even be
required. Larger retail operations will undoubtedly employ a computer system, so a
basic understanding of Microsoft programs such as Excel, Access, and Outlook will be
needed. Accuracy with basic math and proficient use of a calculator will be required.
Physical Requirements
Since this position requires the handling of merchandise, supplies and materials, it
will be physically demanding. Your physical functions will include:
Ladder climbing
Lifting up to 50 pounds without assistance
Bending, twisting, reaching, pushing, pulling, and performing repetitive motions
Standing and walking for up to 8 hours in a row
171
Moving large quantities of merchandise with carts, dollies, hand trucks, and other
moving equipment
Additional Requirements
Because you will have access to large quantities of new merchandise, employers will
probably require some combination of criminal, background, drug, credit, and driving
record screenings. If operation of a vehicle is required, a valid drivers license and
clean driving record will also be required. Many retail operations prefer the stocking
duties to be performed before or after the regular hours of operation, so you will
need the flexibility and willingness to work late nights, early mornings, weekends,
and holidays.
Tips: Ask your student to identify the role and requirements of retail stocking &
inventory associates.
Full Time Retail Store Associate
The Retail Store Associates position entails developing relationships with a variety of
customers and being part of fast-paced, dynamic team:
Receive, store and distribute paint and related products.
Tint paint, match paint and stain colors and make product recommendations to
customers. This requires lifting, moving and stocking one and five gallon paint
buckets.
Maintain clean store environment.
Provide exceptional service to all customers.
May occasionally be called on to deliver product to a customer.
Maintain an understanding of local market, operations based selling and customer
base.
Abide by all company policies and procedures and maintain safe and ethical
working environment.
Retail Store Associate - Essential Duties and Responsibilities
Greeting guests upon arriving in our retail store and learning the motivation for
their visit.
Working to build and sustain long-term relationships with customers
Understanding the needs of the customer and making the appropriate suggestions
to exceed their expectations, needs and goals.
Increasing personal knowledge of products, sales techniques, and promotional
products.
Completing all the assigned tasks by the retail sales manager.
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Keeping a track of the stock and inventory in the store and placing orders for
replenishing the stock.
Maintaining the proper display of goods in the store and ensuring that they comply
with the quality standards.
Organize the stock room, and ensure that accurate labelling, logical placement,
neat arrangement, and cleanliness are maintained.
Tips: Ask your student to identify the essential duties and responsibilities of a
retail store associate.
Retail Store Associate - Knowledge, Skills and Abilities
Considerable knowledge of modern office practices and office management

Considerable knowledge of business English, spelling, grammar and math
Considerable knowledge of computer, media, phone, peripheral office equipment
and word processing software such as MS Office, etc
Skill in handling multiple tasks at one time and able to prioritize accordingly
Skill in dealing with difficult clients or customers
Skill in conflict resolution
Ability to keep accurate records
Ability to communicate effectively, both verbal and written
Ability to maintain confidentiality
Ability to work independently on complex and confidential tasks
Ability to handle stressful situations
Ability to establish and maintain effective working relationships with employees,
contacts, public, etc.
The physical demands described here are representative of those that must be met by
an employee to successfully perform the essential functions of this job. Reasonable
accommodations may be made to enable individuals with disabilities to perform the
essential functions.
While performing the duties of this job, the employee is regularly required to sit, use
hands to handle or feel objects, tools or controls, frequently talk or hear, reach with
hands and arms occasionally required to stand, stoop, kneel, crouch or crawl. The
employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities
required by this job include: close vision.
In Retail when it is a departmental store/ mall/ specialty store/ hyper market all
store have one thing commons a store supervisor. A store supervisor or Assistant Store
Manager juggles the responsibilities of supervising staff along with reporting to lead
office or the Stores owner. The supervisors overall function is to ensure smooth
173
operation of the store as a whole Duties and responsibilities of the Store Supervisor
can vary with the vectors of the business
Tips: Ask your student to identify the knowledge, skills and abilities of retail
store associate.
Major functions of Retail Store Associate
Recording Inventory
Receipt of goods
Issue of goods
Designing stores layout
Documentation of goods
Keeping all records
Maintaining Legal Regulations
Instruct safety measures
Coordination with purchase and sales department
Synchronies various activities such as supply chain, order planner
Tips: Ask your student to identify the major functions of retail store associate.
Responsibilities of Retail Store Associates

Maintain inventory records
Receive the goods and record timely.
Guide the stores personnel
Maintain the records correctly.
Guide the inventory Keeper to arrange proper inventory.
Receiving the goods from purchase department
Classify and identify goods.
Inspect and check the goods.
Arrange the goods in the racks
Obtain the documents
Obtain the requisitions from sales counters
Send the goods to sales counters
Record the issue of goods
Arrange suitable storage place
Arrange proper equipments.
Maintain proper temperature levels.
Protect the goods from insects etc
Prevent losses
Recording and maintaining books of accounts.
Maintain Bin cards
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Filing of the documents

Maintain proper stores records
Up date the stores records
Inspection of the stores records
Guide the store keeper to maintain proper records and inspect the registers
periodically.
Follow legal regulations
Identify the legal challenges
Identify most critical legal issues.
Describe the procedure to resolve important legal issues.
Liaison with the regulatory agencies
Identify the existing safety measures
Identify the areas where safety measures need to be improve.
Identify the areas where safety is neglected.
Identify the latest modern equipment for safety purposes.
Instruct to take suitable safety measures.
Maintain liaison with purchase department.
Obtain documents from purchase department
Advise purchase department to replenish stocks
Maintain liaison with sales counters.
Arrange to send goods to sales counters
Obtain receipts from the sales counters
Maintain liaison with finance department.
Send the documents to finance department.
Identify the channels for distribution.
Identify the flow of merchandise form the source of supply to the customer.
Identify and select the suitable mode of delivery of goods.
Appraise the stock levels to the purchase department
Advise to the purchase department to replenish stocks.
Tips: Ask your student to list out the general responsibilities of a retail store
associate.
Session Plan 4: Functions of Retail Store Associate

1. Session Topic: Functions of Retail Store Associate
major functions of store associate and identify the responsibilities of a store
associate.
175
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
3. Make an opening by explaining purpose and importance of the lectures and/
or presentation.
students.
5. Discuss case study on the functions, duties and responsibilities of a store
associate.
case studies etc.
5.2
Practical Session
1. Ask your student visit to retail store and study the role, duties & functions of retail
store associate.
2. Ask your student to visit the retail stores for on-the-job to perform the duties
and responsibilities of store associate.
3. Identify the major functions of store and practice the each and every function.
4. Identify the duties and responsibilities of store associate.
Tips: Ask your student to identify the major functions of store associate and
identify the responsibilities of a store associate.
176
5.3
Process
1. Conduct group discussion on the functions of retail store associate.
2. Ask the students to prepare charts on duties and responsibilities of retail store
associate.
3. Role play to act as retail store associate and perform the duties and
responsibilities.
4. Conduct group discussion on the knowledge, skills and abilities of retail store
associate.

Part A
Describe the functions of Store Associate Manager.
Identify the major responsibilities of Associate Store Manager.
Part B
Major functions of store supervisor/ Associate Store Manager.
Duties and responsibilities of Store supervisor or Associate Store Manager.
Part C
Yes
No
Able to identify duties of Associate Store Manager.

Able to identify major functions of Associate Store
Manager.
177
RS305-NQ2012
Retail Selling Skills
178
Introduction
Many retailers assume that when a customer enters their store it is because they want
to purchase a product which they sell. However, many customers may need assistance
before making a purchase decision. They may require more information about the
product, a product demonstration or even information on guarantees.
Selling skills requires the effective input from
employees to ensure that they do everything
possible to make a sale. The employee should be
aware of the importance of providing the customer
with the information they require, handling
objections and closing the sale. The Retail Selling
Skills focuses on the main aspects of selling skills,
including:
Personal Selling techniques
Customer relations
Handling Payment
Patience
Communication skills
Reliability
Politeness
Always well groomed and dressed
Constant brand image and message portrayed
Good knowledge of all products and services
Retails sales does require a number of skills to be instilled in a person for them to be
successful. However they are simple skills that almost are personality dependant.
They can be developed further but if youre a World of War craft playing nerd who
hates people then its probably not the career for you.
In this unit you should be learn the methods of selling, selling process, salesmanship
and qualities of good sales person for handling queries.
179
Session 1: Selling Methods

Relevant Knowledge
A sale is the act of selling a product or service in return for money or other
compensation. It is the beginning of an engagement between customer and vendor or
the extension of that engagement. There are various options available with which
sales can take place. These are as follows:
1. Direct sales, involving person to person
contact
2. Pro forma sales
3. Agency-based
Sales agents (for example in real
estate or in manufacturing)
Sales
outsourcing through
direct
branded representation
Transaction sales
Consultative sales
Complex sales
Consignment
Telemarketing or telesales
Retail or consumer
4. Traveling salesman
Door-to-door methods
hawking
5. Request for proposal An invitation for suppliers, through a bidding process, to
submit a proposal on a specific product or service. An RFP usually represents part
of a complex sales process, also known as "enterprise sales".
6. Business-to-business Business-to-business ("B2B") sales are much more
relationship-based owing to the lack of emotional attachment to the products in
question. Industrial/professional sales involves selling from one business to
another
7. Electronic
Web Business-to-business ("B2B") and business-to-consumer ("B2C")
Electronic Data Interchange (EDI) A set of standard for structuring
information to be electronically exchanged between and within businesses
8. Indirect, human-mediated but with indirect contact
Mail-order
vending machine
Tips: Ask your student to identify the options of selling in retail.
180
Retail Selling Methods and Acronyms

There are two types of selling that match
two very different situations such as retail
selling methods and acronyms. If you use the
methods of one in the other, you may find
that you are somewhat less successful. If you
use methods with acronyms you will succeed
in your sales process. The selling methods
and acronyms are classified as under:
Methods
One-off selling: such as simple retail sales.

Relationship selling: such as business-to-business selling.
SPIN: is a whole approach for Relationship selling
Customer-Centered Selling is similar to SPIN and came from Xerox's sales
development.
System selling: Sell a system to a system.
High Probability Selling: Head straight for best customers.
Buying Facilitation: Facilitate the buyer's system.
Acronyms
Sales methods and approaches are often reduced to simple frameworks and acronyms
that the sales person can remember and follow:
ADAPT
- Assessment, Discovery, Activation, Projection, Transition
AIDA
- Attention, Interest, Desire, Action
ARC
- Ask, Recommend, Close and Cross-sell
CHaR
- Confusion, Humor and Request.
LAIR
- Listen, Acknowledge, Identify objection, Reverse it
LOCATE - Listen, Observe, Combine, Ask, Talk, Empathize
SELL
- Show, Explain, Lead to benefits, Let them talk
SPIN
- Questions about Situation, Problem, Implication, Need-Payoff
FAB
- Features, Attributes (or Advantages), Benefits.
Retail Selling Methods

Oneoff Selling: In a one-off selling situation, you are selling to someone who you will
probably never see again. Beyond the courtesy of strangers, you do not particularly
care about them, and they do not particularly care about you.
Win-lose: The situation is typically very much one of a fixed-size pie and hence a winlose situation. If you gain something, then they lose, and vice versa. Most typically,
181
this focus for bargaining is around price. If you are selling your old car, then all you
pretty much want is the best price you can get. And, once they decide they want the
car, all they want is to pay as little as possible.
This type of situation is very much 'caveat emptor', where the buyer must beware of
any deceptive tricks or lies that the seller may offer and vice versa. After the
close, the buyer may have very little recourse if they decide that they do not, after
all, want the product. If they are lucky, they may be able to return the product, but
there are often snags and problems with doing even this.
B2C (Business to Consumer): This is type of sales is often described as 'retail selling'
and is the traditional form of selling that appears in many different sales training
courses. This situation is characterized by a skilled sales person and a relatively
unsophisticated buyer. The metaphor of a hunter and its prey is often quite accurate,
with feelings of power in the sales person and of helplessness in the buyer.
Simple Sales Methods: Sales people who work in this climate are taught
about objection-handling and closing techniques to gain agreement to the sale and
simple acronyms such as LAIR and SELL are used to remember sequences of action.
This is very much 'traditional' selling and is based on limited research originating in
the 1920s.
Relationships in retail: Is that it? Is it so clearly black-and-white? Well of course not.
Nothing is that simple. In an economic climate where there is intense competition for
the money in the retail consumer's purse, making them unhappy is not a formula for
business success. When you have the only clothes store for miles around, then a small
rip may be passed off as 'that is they way it is'. But when there are many other
clothing stores, all vying for the same customer's attention, then the customer will
naturally expect good prices, excellent products and courteous service.
In this way, many successful retail sales people focus strongly on the relationship,
and a good salesperson, even of used cars, really does care about their customers
and will not knowingly sell them a faulty product at an inflated price.
Relationship Selling: The problem with one-off selling in a situation where you want
the customer to come back again is that if they are at all unhappy then will go
elsewhere next time. Worse still, they may warn their friends not to buy from you
either. The preferred alternative for many sales situations is to build the right
relationship. Relationship selling is also known by other names, including 'Consultative
Selling'.
It's the people: An important part of selling where you want repeat sales is
the relationship between the sales person and the person doing the buying. If the
182
person is going to buy often, then the relationship may even develop into a genuine
friendship.
The centrality of trust: In a relationship-based situation, a critical factor is trust.
This takes time to build, for particularly for the buyer to accept that the seller will
always keep their best interests at heart. If trust is threatened or broken, then the
sales person will have to put in a huge effort to rescue the relationship - and even
then it may be lost.
Whereas in One-off selling the buyer has most to lose, in relationship selling the
seller can be the biggest loser if they sell something that is not wanted. Not only may
the product be returned, but all future sales may be lost.
Trust-building is such a major activity in this approach it can take up to half of your
time. But this is repaid by a short close (as opposed the long objection-handling of
one-off selling).
Win-win: This type of selling has to end up as a variable-pie win-win exchange. The
seller wants the buyer to feel that they have got a fair deal, and the buyer, although
they want a good price, do not want the seller to go out of business. Many negotiable
beyond price are on the table, including goodwill and future sales opportunities.
Relationship selling happens in any place where relationships are important. Thus
when a husband and wife are negotiating about something, they will be more
successful if they both consider the relationship as well as whatever it is they each
want.
B2B (Business to Business): A typical place where such relationship selling takes
place is in business-to-business situations, and even more so where selling and buying
are both professional activities, and full-time sales people deal with full-time buyers.
When the smart buyer has been on a wide range of sales courses, they can see selling
techniques coming from a mile away.
Objections and closing still happens here, but it is far more subtle and with a lot
closer regard for the relationship, and any form of deception is usually avoided. The
focus of the sales person is to help solve genuine problems that their customers are
experiencing and they often take time to acquire a deep understanding about their
customers' businesses, using methods such as SPIN Selling and Customer-Cantered
Selling.
Relationships under pressure: In practice, business sales people often have monthly
quotas that they need to meet and hence may use more pressured methods than
perhaps they would like. This is a hazardous practice, as it may seriously damage the
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relationship, putting additional pressure on the hapless sales person who falls into the
dangerous chasm.
SPIN Selling: Neil Rackham, in this classic book shows
how classic sales techniques such as closing and
objection-handling can actually reduce your chance of
selling, especially in big business-to-business sales
situations, where buyers are savvy to the classic tricks.
Overall, the method, like many other approaches, is a
'hurt and rescue' approach. You find their problem and
'hurt' them by exposing the terrible things that might
happen (spot the use of tension). Then you rescue them
with your product. The four question types are described below:
1.
Situation questions: In big sales, minimize the small talk and focus on finding
background detail that can be used to make sense of the buyer's business
situation. Context creates meaning. This is about understanding the wider
context before you zoom into the details.
2.
Problem questions: Ask questions to uncover problems which your product can
address. If you are selling tractors, ask about maintenance costs, breakdowns
and so on. If you are selling life insurance, ask about how many dependents the
person has.
A trap here is to dive straight into presenting the benefits of what you are
selling. You may know the problem, but they do not! Going straight to the
sales pitch will just get you objections.
3.
Implication questions: Instead of telling them the problem they have (which is
also likely to raise objections), the goal is now to get them to see (and feel!)
the problem. By asking questions which draw out the implications of the
problem, they get to feel the pain that will drive them towards your
product. This is the 'hurt' of Hurt and Rescue.
For example, the person selling tractors might ask about implications of
unploughed fields whilst the life insurance salesperson could carefully ask what
would happen to the children if the target person died or became very ill.
4.
Need-Payoff questions: Having hurt the target person with your implications,
you now give them a straw to grasp at by asking how their pain could be
resolved. With careful questions, you can get them to the state where they are
asking for your product even before you show it to them. This is a very neat
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'rescue' of Hurt and Rescue, where they either rescue themselves or ask you to
rescue them.
For example, the tractor sales person can ask how much better the tractor was
like when it was new, or whether any of the farmer's neighbours have solved
problems of old and problematic tractors. The insurance sales person could ask
questions that build pictures of the target person's children being safe and
secure whatever curve-balls the world might throw at the family.
Overall, this is a superb salesperson's book, particularly if you are engaged
in Relationship Selling and a must-have for persuaders in all professions. If it's
not in your bookshelf, it's probably because it's in your hand!
Customer Centered Selling: This is the approach used by Xerox, where author Robert
Jolles sold and taught for a number of years, and is one of the few books that take
selling beyond the stage of 'Here's what I learned in 30 years of selling.' It uses an
eight stage process, as below. The dual titles indicate what the customer/sales
person is doing at each stage.
1.
Satisfaction/research: Customers at this stage are happy with the products

they have. The sales person uses this period to research the customer:
Seeking problems which may be addressed by the product.
Finding people who will influence the purchase decision.
Building relationships that will help the sale later on.
Questions are deliberately used to determine the context (like SPIN 'Situation'
questions) and plant the seeds for later stages. Identified problems are not
highlighted at this stage, as this will only elicit objections.
2.
Acknowledgement/analysis: At this stage, customers acknowledge that they

have a problem, but may well not see it as being worth solving. They will
happily spend a very long time in this stage. The sales person seeks to get the
person to the next stage by getting them to see the problem as worth solving,
by:
Asking Identification Probes questions to identify the problem.
Asking Development Probes to identify the full extent of the current
problem.
Asking Impact Probes to get them to feel the pain of future problem.
Note the close parallels with the SPIN 'Problem' and 'Implication' questions.
3.
Decision/confirmation: Now the customers have decided to solve their

problem, but are still nowhere near selecting your product. The sales person
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quickly verifies that the customer wants to solve the problem, checks for any
other concerns and ensures they are ready to move on.
4.
5.
Criteria/requirement: The customer now decides on the criteria to use to

select the final solution. The sales person guides this process by eliciting the
appropriate and prioritizing the needs that are behind the identified problem
and which will lead towards the right decision.
Measurement/specification: The customer here turns the criteria into a
coherent measure of what will constitute success. In particular, they are
asking, 'What will it take to fix the problem?' The sales person guides the
transferring of the identified needs/criteria into a clear specification, and
ensures the customer is committed to it.
6.
Investigation/solution: The customer now goes looking for a product to meet

the specification they (and hopefully the sales person). The sales person checks
that if they can meet the specification then the customer will give them the
sale ('If I..would you...' trial close). After dealing with any objections, the
target solution is presented, using the FABEC sequence:
Show Features that meet customer needs (in priority order).
Show additional Advantages.
Describe Benefits that the customer is really buying.
Explain how it works (but don't over do it!).
Confirm that they are comfortable with all of this.
7.
Selection/close: The customer now makes the final selection of the product to
meet their specification and criteria and hence solve their problems. The sales
person summarizes benefits (Summary Close), asks for the sale (using their
favorite close), discusses any logistics detail and reassures the customer that
they have made a good decision.
8.
Reconsideration/maintenance: The customer now takes delivery, uses the

product and eventually comes around to buying a replacement. The sales
person should keep an eye on the whole delivery, setup and training to ensure
that the customer stays satisfied in those crucial early days. It also helps to
check that the solution really did solve the customer's problem. And staying in
touch on an ongoing basis enables you to spot any future opportunities.
Overall, this book is a particularly good reference for sales people who sell
over a number of visits to customers, and where repeat selling is important.
This is unsurprising, given Jolles' background of selling for Xerox, where he was
selling directly to other businesses and corporations.
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System Selling
The sales process in many situations is seldom simple and often complex. This is
because you may well be selling to a system, not a person, and also selling a system
that solves a complex set of problems.
Definition: A system is set of individual elements, many of which can interact with
each other and with external elements in complex ways.
Selling to the system - The company system
When you sell something to a company, you are not just selling it to the buyer: you
are selling to the whole company, which is often made up of quasi-autonomous units,
any of which may have different goals and problems and make conflicting demands
on you. It is easy, for example, to get caught up in company politics where what is
being proposed is nothing to do with real benefit for the greater company, its
employees, customers or shareholders.
This happens also in the 'simple' retail sale, for example when selling a cooker. Here,
the issues of who does the cooking, who likes what food, who pays and so on can
quickly make this a complex sale. When selling to the company, the first task is thus
to figure out the system. Thus you might:
Identify all stakeholders with a potential interest.
Understand the internal culture and political system.
Build relationships and alliances with key people.
Meet over a period of time to find the right solution and nudge the sale
forward.
Agree a staged delivery and installation schedule.
After the sale, continue to meet ensure they gain value and to watch for future
opportunities.
Selling the system - A solution system
When you sell, you do not sell a product. You do not even simply solve a simple
problem. What is to be delivered may well be a complex. For example, the solution
may include:
A range of different pieces of computer hardware and software, all of which
must work together seamlessly (as well as with the buyer's existing system).
A finance package to allow for easy payment.
Installation of the solution.
Training of users in how to use the solution (both front-end and back-end
technical people).
Ongoing telephone support and call-out of engineers.
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Producing this system is no mean feat, which is why sales teams often have their own
engineers and specialists who can understand the detail of customer needs and build
custom solutions to match. It is also not uncommon for custom solutions to be built
offsite to be tested before they are repackaged and sent to the customer for final
installation and test.
High Probability Selling
Here's a stupidly simple idea: sell people things that they want to buy. Werth and
Ruben have taken this obvious truism and turned it into a selling method that you
might wonder why all sales people don't use.
The book is written as a conversation that shows a person learning the method. At
first I disliked this, then I got used to it and eventually liked it. It makes it easy to
read and you learn alongside the rookie sales person. For visual learners, some
diagrams would have been helpful, and an appendix with a summary of the key points
would also be a good reference.
The story starts with description of the basic concepts, showing the limitations of
traditional selling, before getting into the main technique. The book concludes with
discussion of finer points and a complete sale shown in a single chapter.
A basic principle is early, frequent and up-front qualification (called
'Disqualification') to minimize wasted sales time. This means ensuring that the
prospect needs wants and can afford the product and that their 'Conditions of
Satisfaction' can be met. The approach adopts a very direct method in ensuring this,
asking up-front and not pussy-footing around. This is good for sales person who does
not want to waste time. It works also for customers who also do not to waste time,
but could miss those who might seek more attention.
An interesting approach in closing is that the sales person never asks for the order.
They just present the facts and ask the prospect what they want to do. There are
several things that I particularly like about the method. It first is customer-centric,
seeking to help them rather than being focused first on achieving sales quotas. It is
also high integrity, allowing the sales person to feel good about what they do.
Finally, it is a sound method for building repeat business.
This method may not suit all sales situations. An underlying assumption that there are
plenty more fish in the sea and that it is not worth taking time to persuade the
prospect. It also assumes that rapid disqualification is good for the customer, which
may not always be true.
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Overall, this book is an island in a sea of similarity, going against the grain in showing
an approach that is both good and effective. For this, it deserves the five-star rating
and an unqualified recommendation.
Buying Facilitation
Buying Facilitation is an 84 page e-book that no less than marketing Guru Philip
Kotler states to be the next thing after SPIN and Consultative Selling.
The first section, 'How Buyers Buy', covers a topic that is strangely missing from the
majority of books on selling and is limited in the remaining few books. Yet how can
you sell effectively if the buyer has to go through decisions which the sales person
does not even know about?
Morgen recognizes that modern buyers are not confused bunnies whose problems the
sales person resolves. They are canny about sales methods and have increasingly
complex internal stakeholder systems that all have a finger in the purchasing pie. The
job of the sales person thus becomes to help the organization understand and address
the issues that led to the problem the seller wants to resolve and help them figure
out how to manage the change that will occur when a solution is introduced. Buyers
need to do this anyway, but when we can help them in this process, they can do it
quicker and better. The solution must not only solve the buyer's problems, it must fit
into the buyer's company.
In the second section, 'How to Help Your Buyers Buy', Morgen introduces her Buying
Facilitation method in which the sales person helps the customer identify a solution
that not only includes the product but also the decisions that are needed on the way
to purchase and use. Facilitative questions are thus about helping the buyer
understand their problem space rather than gathering information for the seller.
The final section, 'Serving Your Buyer' brings the whole show together with example
and further tips on making the process successful.
Breakthroughs in sales ideas are rare and Morgen has achieved this in spades in the
practical depth of how the sales person helps the buyer understand and manage the
extent of decisions and changes needed across their company in order for the new
product or service to efficiently and effectively integrate and hence deliver its full
potential value. Her method is less a replacement for product sales and more a
process that precedes and envelops it, thus adding further power for sales people
who are wrestling with the complexities of modern selling.
If there is one problem with Morgen's methods it is that they are so revolutionary for
many (including your reviewer) they can be difficult to grasp. However, Kotler is
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right. Morgen does add significant value beyond SPIN and it is worth persisting with
Buying Facilitation. Done well, it should multiply your sales, and who could ask for
more?
Tips: Ask your student to identify the methods of selling in retail and find out
the sales promotion activities in each method.
Retail Selling Acronyms

ADAPT: This is a simple sales acronym for the steps in making a sale. It particularly
suits Relationship selling and so may take place over a period of time and a number of
meetings.
Assessment: First ask open questions to get them to tell you about their situation.
This should be a relaxed and non-threatening that seems easy for them but is packed
with information for you.
Ask about history, how they came to be where they are. Inquire about the work they
do and what other people they work with. Seek general information from which you
can understand the broad context in which they are working.
Discovery: In your assessment, you may have identified some areas which are of
particular interest to you, and where you may be able to make a sale.
Ask them about the problems they are experiencing. Ask them what keeps them
awake at night. When you have found even a little niggle, probe further to identify
more detail about the situation.
Do not start selling products at this point. The closure you should be getting now
should be on understanding specifically where you will later be able to make the
sale.
Activation: Now start to activate their perception and discomfort about the problem
in more detail. The goal here is to make them dissatisfied with the current situation
and is the 'hurt' of the Hurt and Rescue principle. Of course it is not physical pain and
if you are a good sales person you are seeking to solve real problems for them.
Sometimes it is a bit uncomfortable when you realize that you need to change. Your
job at this time is to help them into this discovery and then out of the other side as
fast as they are able to go.
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Watch their body language for signs of discomfort, such as shifting about. Listen to
their voice too. When they are sufficiently activated, move on. If you over-do this
stage, you might cause a Fight-or-Flight reaction.
Projection: Now that they are actively uncomfortable, you next action is to move
them from despair at the size of their problem to hope that they will be able to find a
solution. Project forwards in time to a place where their problems are all solved. Get
them to think about what it would be like then. Ask how it feels for them. This will
give you more hints about what they are seeking and what will make them happy.
Transition: The last stage is to move to the 'rescue' of the Hurt and Rescue principle,
where you offer them your product and they bite off your arm. Move smoothly
towards a presentation of your product by checking the facts about what they need.
Then match the needs, one for one as you show them that you happen to have just
what they are asking for.
AIDA: It is a simple acronym that was devised a long time ago as a reminder of four
stages of the sales process (Strong, 1925). AIDA stands for Attention, Interest, Desire,
and Action.
It is, in modern terms, a fairly simplistic model. This does not mean that it is no
longer of value--it simply means that it is not the whole story. The bottom line is that
it is useful to use it as a checklist and guideline, but not as the only checklist or
guideline.
Attention: First get their attention. Without attention, you can hardly persuade them
of anything. You can get attention in many ways--a good way is to surprise them.
When you are talking to them, the first few seconds are essential as they will listen
most then and rapidly decide whether you are worth giving further attention. Don't
waste these precious moments on niceties; grab the other person's attention
immediately.
It is generally better to open with something that pulls them towards you rather than
something that scares them (as this may push them away).
Good openers address their problems and begin with such as:
Have you ever...?
Are you noticing...?
Can you see...?
Bad openers give them something to object to, demonstrate your disrespect, or just
bore them to tears, and may begin with such as:
I've got just the thing you want...?
I just dropped by so that I might...?
I was only wondered whether you could...?
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Interest: Once you have their attention, sustain that attention by getting the other
person interested. You can get interest by:
Listening to them talk about their problems.
Telling them things that affect their problems.
Demonstrating things, rather than just telling.
Getting them actively involved.
Watch out for the boredom factor. You may be able to get someone interested, but
you cannot expect to keep their attention for ever. If you want to come back some
day, you should leave them wanting more, at least of your company.
Desire: Once they are interested in you and what you have to say, then next step is to
create a desire in them for what you want them to do.
They can recognize that they have a need, but this is not desire. Desire is a
motivation to act and leads towards the next stage. Desire is like a fire, and can be
stoked by many methods, such as:
Showing them how the item to be desired will not be available for long
(Scarcity principle).
Showing how other people approve of the item and have acquired it for
themselves.
Showing them how what you have to offer will solve some of their problems.
Action: This is the magic stage when they take action on their desires and actually
buy the product or agree to your proposals. The scariest point is where you ask for the
sale or ask them whether they actually do agree fully with you.
Listen to the signals they are sending. Are they asking you about when you can
deliver or what after-sales support you give?
Summarize the problem you are solving for them and how what you are
proposing solves that problem.
Use the appropriate closing technique, such as alternatives ('Do you want the
red or the blue?) or presupposition ('What time shall we meet next week?').
The Sales ARC: Here is a description and discussion of a simple three-stage retail
selling method, as described by the CEO of Office Depot in Peters (2011).
Ask: Rather than just saying hello or otherwise simply greeting the customer, start
with an open welcome question. Hello there. What brings you in to MyStore today?
Listen and probe further until you know what problem they are seeking to solve.
Ask at least two questions to qualify the customer, finding exactly what they want so
you can tell if and how you are able to serve their needs. How are you planning to
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use this? How many people is it for? What has worked for you in the past? Be careful
about asking too many questions and keep it friendly. You do not want to sound like
the Spanish Inquisition.
Recommend: Use your knowledge of the products you stock to make a short list of
recommendations. Three is a good number here. Two may seem too short and appear
as an obvious alternative close. Four makes the choice harder. Here are three that
may suit you. Let me describe the differences between them.
When you are taking time to demonstrate and discuss differences, you are developing
the relationship, building trust and also creating a sense of obligation as the effort
you are putting in needs to be repaid by them buying a product.
Close (and Cross-sell): Move to the close by asking for a choice and answer any
outstanding objections. It sounds like this one suit you best. Shall I wrap it or do you
want to take it as it is? ...Yes, it is the most expensive but it does offer more of the
things you want. Once they have chosen and just before you take their money, try to
sell additional items. We've some good deals on supplies for this today. Would you
like to take advantage and add some in?
It is important in all this to maintain a smooth flow towards the checkout, sustaining
attention and handling concerns. It can help a lot if you believe in the products
and assume that a sale will be made.
CHaR: It is an acronym for a very powerful way of getting other people to comply
with requests. It stands for Confusion, Humour and Request.
Confusion: Say something that confuses the other person. To work well, it should
make sense on one level, but when thought about more carefully is unexpected,
ambiguous or uncertain in some way. For example, you could open a phone call by
saying 'I think bears should be pink' or 'Do you know what colour socks I am wearing?'
Confusion creates tension as the person feels they should understand what is said and
yet they are unable to do this.
Humour: Now say something that is funny, making a joke out of the confusing
comment. For example you could say 'If bears were pink then at least you could see
them coming', or 'One sock is blue and the other is green - I seem to have put on odd
socks today.'
Humour is a release. It provides a matching closure to the previously-created, tense
confusion. Be careful with this not to make fun of other people, although of course
you can poke fun at yourself.
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Request: Now make a request. You are more likely to be successful if this is fairly
easy for the person to comply. In selling, typical requests are for information, a
referral or for a meeting. It is surprising how often you will gain compliance, as
compared with if you had just started with the request.
In the confusion and humour stages you wound up the other person and then released
their tension. They are now in a relaxed state where they are open to suggestion.
They should also like you more and be grateful to you for giving them a bit of fun and
for letting them off the hook of trying to make sense of what you said.
In sales, this works well when people are expecting you to go in with a hard-sell
approach as the anticipation of conflict is replaced by entertainment and fun.
LAIR: This is a simple objection-handling method for getting the sale.
Listen: First listen to them, hearing their concerns and objections. In doing this,
listen closely to their real needs and how important things are to them.
Acknowledge: Echo back what you heard to show that you understand and to get the
other person to elaborate further to give you the full details of their objection.
Identify the objection: Identify the objection and check that they agree that this is
their only reason for not buying. Possibly set up a Concession Close so that if you can
handle the objection you will get the sale.
Reverse the objection: Turn around the objection. Use 'yes, but' or other methods to
show how the truth is in fact the reverse of what was being objected to.
Locate: It is an acronym that describes a set of useful activities you can use to better
understand your customer and their needs.
Listen: Listen to the other person, not just superficially, but using active and deep
listening. Hear the person inside, detecting their needs and goals, identifying
preferences and biases, discovering their beliefs and values.
Observe: Watch the body language that the other person is using. It is said that words
show thoughts but the body will tell you what they are really feeling. Watch how their
body changes with their words. See the tensions, the excitement, and the fears and
so on. As Yogi Berra once said, 'You can observe a lot just by watching'.
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Combine: Combine what you have already discovered with what you want to know
and want to know. Bringing things together are leads to new thoughts and potentially
useful discoveries.
Ask: Ask questions to discover more detail that is relevant to your selling process.
Find more about the person and their needs. Do remember to listen much more than
you talk. Ask carefully crafted questions that will elicit valuable information for you.
Talk: If you just ask questions, they may become suspicious. Share a little information
about you and your company, though do be careful not to over-do this. You can also
talk with other people, finding more about your customer from their colleagues and
others who have met or know them. These people will tell you something of
their hidden self, which the customer will not tell you directly.
Empathize: Use empathy to show that you care about them and hence
develop trust that will bond them to you. Note that empathy is difficult to fake -- if
you truly do care about them then it will shine through your words and deeds.
Sell: This is a simple sales acronym for sales steps. Note, however that it goes against
another viewpoint which suggests that starting with features is likely to create
objections.
Show feature: First show them the features of the product, demonstrating how it
works. For example, show them the graphic equalizer on the hi-fi amplifier you are
selling.
Explain advantage: Explain the feature further, showing how they will gain advantage
from it. For example, explain how the graphic equalizer will allow them to set the
frequency waveform to balance the acoustic profile of any room.
Lead into benefits: From the advantage, explain the benefits. For the equalizer, this
may be about hearing a true sound, how it will let the other person experience the 'in
the concert hall' sound.
Let them talk: Then let them talk further about the benefits. If the previous steps
are done well, they will talk themselves into the sale.
SPIN Selling: Neil Rackham, in this classic book shows how classic sales techniques
such as closing and objection-handling can actually reduce your chance of selling,
especially in big business-to-business sales situations, where buyers are savvy to the
classic tricks.
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Overall, the method, like many other approaches, is a 'hurt and rescue' approach.
You find their problem and 'hurt' them by exposing the terrible things that might
happen (spot the use of tension). Then you rescue them with your product.
The four question types are described below. There's much more detail in the original
book, with even more practical detail in the SPIN Selling Field book.
Situation questions: In big sales, minimize the small talk and focus on finding
background detail that can be used to make sense of the buyer's business situation.
Context creates meaning. This is about understanding the wider context before you
zoom into the details.
Problem questions: Ask questions to uncover problems which your product can
address. If you are selling tractors, ask about maintenance costs, breakdowns and so
on. If you are selling life insurance, ask about how many dependents the person has.
A trap here is to dive straight into presenting the benefits of what you are selling.
You may know the problem, but they do not! Going straight to the sales pitch will
just get you objections.
Implication questions: Instead of telling them the problem they have (which is also
likely to raise objections), the goal is now to get them to see (and feel!) the
problem. By asking questions which draw out the implications of the problem, they
get to feel the pain that will drive them towards your product. This is the 'hurt'
of Hurt and Rescue. For example, the person selling tractors might ask about
implications of unploughed fields whilst the life insurance salesperson could carefully
ask what would happen to the children if the target person died or became very ill.
Need-Payoff questions: Having hurt the target person with your implications, you
now give them a straw to grasp at by asking how their pain could be resolved. With
careful questions, you can get them to the state where they are asking for your
product even before you show it to them. This is a very neat 'rescue' of Hurt and
Rescue, where they either rescue themselves or ask you to rescue them.
For example, the tractor sales person can ask how much better the tractor was like
when it was new, or whether any of the farmer's neighbours have solved problems of
old and problematic tractors. The insurance sales person could ask questions that
build pictures of the target person's children being safe and secure whatever curveballs the world might throw at the family.
FAB: One of the basic rules of selling to sell on benefits those customers will gain
from using the product rather than the list of features that it has.
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Selling on features: A common scenario in selling (particularly in retail) is for the

sales person to extol the virtues of the product they are selling by demonstrating the
assorted features that it has. In a hi-fi system, for example, this may include showing
off the graphic equalizer, talking about the power output, detailing the signal-tonoise ratio, etc.
A big problem with this is that the customer might not appreciate what is being said.
They might not want a graphic equalizer. They may want a higher power that that on
offer. They may be confused by talk of signal-to-noise. And as a result, they politely
say 'no thank you' and move on, leaving behind a frustrated salesperson.
Another variant of the features trap is when the customer comes in with a checklist
of the features that they want. Anything that does not have all features is
immediately rejected, whilst products with extra features are ignored. When they
have narrowed down their choices to a set of products that have all the features they
want, then they choose solely on price, which again is bad news for the salesperson.
Selling on benefits: Benefits are what the customer gains by using the product. When
using a hi-fi system, they get to hear beautiful music, faithfully reproduced in their
living room, with sound as real as if they were in a live concert.
Selling on benefits thus sells to what they really want, not what they say they want
or what you want to sell. With benefits, you can get them excited and emotionally
engaged. With features, you can only get nodding heads and logical agreement.
Features, when discussed can also be talked about in terms of benefits. With a
graphic equalizer they can compensate for booming resonances, further refining the
sound and improving the experience. With great signal-to-noise, they can turn the
sound up and hear a pin drop, not a nasty hiss.
Sales Promotion Activities: The promotional activities in retail store is organized by
manufactures or/ and retailer. Retailer provides necessary support to accelerate the
sales of the products. The promotional activities are important to attract more
number of customers. These can be categories as:
a. In-store activities
b. Point of sale display
c. Trade incenting
d. Direct promotion to the customers
In-store Activity: These are targeted to offer cash or kind advantage to the customer
such as: Price off pack, small gifts, coupons, Buy one get one free, Multipacks,
sampling cooperative promotions (e.g. two or more products sharing a joint in-store
promotion) and competitions (i.e. these are offer printed on the packs with the
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advantage to the supplier the budget to known in advance with the requisite number
of prizes ordered from suppliers.
Point of Sale Display: These are sales aid material provided by the manufacture/
Producer for placing near the products or keeping their products in that to present
attractiveness e.g. the products:
a) Paperback publishers
b) Racks, dry battery stands and cold drink racks
c) Display signs/ hanging signs
d) Leaflets
e) Demonstrators (New product launch such as coffee with a demonstration and
free sip offer)
Trade Incenting: These are cash discounts or trade of directly provided by the
manufacture to the retailers. Sometimes the benefits are not extended to the
customers. For example: Staff incentives, Goods in lieu of cash special credit terms
and cash else counts.
Direct Promotion to the Customers: In some cases manufacture/ vendor use direct
promotion to customer doorsteps such as coupons or four samples, etc.
With the growth of organized retail in India and changing customer needs and wants
encouraging organized retailers to increase foot fallow for the store by using specific
sales promotion techniques. These can be categorized are:
a) Window display
b) In store display
i)
Main display
ii)
Multiple product promotion
iii)
Demonstrator
iv)
Store loyalty cards
v)
Free gifts
vi)
In store display materials
vii)
Celebrity promotions
viii) Joint promotion with other retailers.
ix)
Competition (for example, slogan competition linked to launch of new
mango drink and winner slogan is awarded)
x)
Incentives to sales staff
Competition between sales people or between branches of store.
Use of premium many and/ or bones paid to sales people.
Tips: Ask your student to identify the retail selling acronyms in retail and find
out the sales promotion activities in each acronym.
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Session Plan 1: Selling Methods

1. Session Topic: Selling Methods
methods of selling in retail and find out the sales promotion activities in retail
store.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the methods of selling in retail and the sales promotion
activities in retail store.
case studies etc.
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5.2
Practical Session
1. Ask your student visit to the different retail formats and observe what kind of
selling methods adopted for selling the products & services.
2. Ask your student to visit to the various retail formats & list out the sales
promotion techniques they used.
3. Identify the methods of selling in different retail formats.
4. List out the sales promotion techniques adapted by the different retail formats.
5. Identify which techniques are very much suitable for various retail formats.
Tips: Ask your student to identify the methods of selling in retail and find out the
sales promotion activities in retail store.
5.3
Process
1. Conduct group discussion on the methods of selling in retail.
2. Ask the students to prepare charts on sales promotion activities in retail store.
3. Role play to act as sales personnel on each and every selling method in retail
hyper markets.
4. Conduct group discussion on the sales promotion activities in retail store.

Part A
- Enlist the methods of selling.
- What are sales promotion activities?
- What are Retail Selling acronyms?
Part B
- Discuss the selling methods.
- Discuss sales promotion activities.
- Discuss selling acronyms and methods.
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Part C
Yes
No
Able to identify sales method.
Able to identify sales promotion activities.
Able to identify selling methods and acronyms.
201
Session 2: Selling Process

Relevant Knowledge
As present market is more customers centric rather emphasizing on other intense
competition. To grow and be successful in retail business retailers need to do more
efforts towards launching the new customers to the store. This require not just
offering a available product or taking orders but need to sell yourself effectively and
train or introduce basic selling process to your sales person. A selling process is a
complete set of steps that must take place in order to execute a sales transaction
from start to finish.
The selling process involves a series of steps that may appear to be a straight line
process, but there is a lot of movement back and forth between the different steps
that will ultimately lead to closing the deal. The selling process will vary from
industry to industry and by personal preferences but there are few basic essential
steps in selling process. These are:
1.
Prospecting Customer: It is about searching for new customers, this step is
straight forward but upon closer examination it becomes more complex
because in the process of looking for individual who could become customer, it
is important to distinguish between a lead, a prospect, and a qualified
prospect. The most important element in this step is to create profits of
existing customers. A steadily growing list of qualified prospects is important
for reaching the sales target.
2.
The Meet and Great: This stage is very important because after identifying
prospect customer, initial introduction on this stage will set the stage for the
rest of selling process. This is the time to get the customer to relax and feel
comfortable. This step will provide the chance of building rapport so the
salesperson needs to be sincere, friendly and humorous.
3.
The Approach: This stage involves the collecting of as much relevant

information as possible prior to the sales presentation. On this stage sales
person begin to build a relationship and the intelligence gathering continues. A
good approach is crucial to sales success because it will either identify you as a
bothersome salesperson and cause a prospects is guard to go up, or it will
identify you as an obliging salesperson with something of value to offer.
The salesperson should always focus on the benefits for the customer. This is
done by using the products features and advantages. This is known as the FAB
technique (Feature, Advantages and Benefits).
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4.
The Needs Assessment: This is one of the very important step of sales process
because it helps in determining how retailer can truly be of service. A highly
effective salesperson should understand what his customer need. This means
retailer must think in terms of solving a prospects problem. For problem
solving approach retailer needs to ask question to help in identifying what
customer wants. It really is who, what, where, when why and how of the
selling process. If the retailer qualifies the customer properly he will be able to
fulfill his/ her needs and wants.
5.
Presentation/ Demonstration: After the customer interest has been grasped

the sales presentation is delivered. This involves a persuasive vocal and visual
explanation of a business proposition It should be done in relaxed atmosphere
to encourage the customers to share information in order to establish
requirements. The presentation should be focused on benefits to the customer
rather than sellers perspective and features of the products.
6.
Handling Objections: This step is critical to the selling process since

objections are often indications of interest by the customer. The customer is in
fact requesting additional information to help him/ her to justify a decision to
buy. Objection are just another step in the selling process and give you the
opportunity to reinforce in the customer mind the benefits to them while
retailer move them toward completing the deal.
7.
Closing the Sale: This is the last part of the presentation. Closing sale is only
the confirmation of an understanding. Closing after retailer handled lead the
objections that the customer presents, sales person must ask for their business
eighty percent of sales are lost because a sales person fails to close.
In large part, closing is about discoursing obstacles. There are lots of ways to
close, but there is one element truth if you dont ask you dont get.
8.
Follow-up: The selling process will not end up when selling is done, but followup activities are very important and useful for the establishment of long term
business relationship. Good follow-up will double your closing ratio. When a
sales person makes contact with a prospect a relationship has been built and
follow-up is how it is nurtured. Follow up conversations are best handled by the
salesperson who started the relationship, who else can better gange a
customers willingness to buy or pick up where we last left off this means
that detailed notes must be kept on each prospect with particular emphasis on
their state of mind.
Tips: Ask your student to identify the essential steps in the selling process.
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Retail selling Skills

Most customers relate to people "like me" and who have similar wants, needs, and
backgrounds. For this reason, it's often harder for a younger person say in finance to
communicate with older customers looking to invest large sums of money. However,
an older person may feel a younger person knows a lot about car stereos and so many
trusts the younger sales clerk in this situation.
Knowledge is also paramount to making a sale. If a customer asks questions that no
one in the store can answer, the customer will likely go to a store with clerks who do
know the products.
Being friendly, respectful, and personable also helps make sales. Customers feel
resentful when they feel a store doesn't care, and so, customers take their monies
elsewhere. Building trust brings back repeat customers, even if they have to go out of
their way to get a service or product. A retail sale is a unique niche of sales that
requires a certain skill set from the salesperson if they are going to be successful with
in. Below were going to take a look at the selling skills needed in retail Patience
Firstly patience is an important and unfortunately a massively overlooked sales skill
required within the retail niche. How often have you been annoyed at a retail
salesperson who became frustrated at you when quite known what you were after? On
the flip side a patient salesman who takes the time to look after you and talk through
your options (usually found in designer clothes for example) add enough value to the
interaction that I find Im willing to pay more for the item in return for the service.
Communication skills
To be of any use to the customer its important
that the salesperson has good if not excellent
communication skills. Just asking the prospect if
they need any help isnt enough these days as you
get this from every store you enter. The retail
sales person needs to be able to openly converse
with the prospect before asking them if they need
any help in their buying decision. Both the Bureau
of Labour Statistics (at BLS.gov) and the Job Bank
USA list communication skills as their top retail
sales skill necessary for success within the
industry.
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Reliability
For retail, customer facing business to run
smoothly the sales person must be reliable. This
doesnt just mean turning up on time everyday.
The following should also be considered Always well groomed and dressed
Constant brand image and message portrayed
Good knowledge of all products and services
There is nothing worse than visiting a retail store, being blown away by the
salespeople and the general high level of customer service to return and its rubbish.
This is damaging to more than that one particular store as it could put prospects off
from visiting other stores of the same brand in the future. Having a stable and
essentially reliable sales team is so important within the retail setting as it helps
determine how likely prospects are likely to return and the repeat business
is everything.
Politeness
Politeness is something that could potentially
potentially be wrapped up within communica-tion
communica
skills but in reality it deserves its own section here. Politeness is something that is so
easy to see within people but for some reason during the interviewing process for
retail sales jobs it seems to be often
often missed. Look, I understand that you might be a
student and youre only showing me the range of jeans because you need some beer
money for the weekend, but if youre not even going to show me the courtesy of
being polite Im likely never to buy anything off you.
Again, flipping this round if salesperson seems genuinely concerned with my
purchasing decision and theyre polite and forthcoming I will pay that bit extra for the
service.
Retails sales does require a number of skills to be instilled in a person for them to be
successful. However they are simple skills that almost are personality dependant.
They can be developed further but if youre a World of Warcraft playing nerd who
hates people then its probably not the career for you.
Tips: Ask your student to identify the Retail selling skills and how to implement
in practice.
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Retail Selling Procedures

Essentially every organization, and every role within an organization, relies
somewhere on the ability of a sales person to effectively sell their product or service.
Without a sale, there is no need for the manufacture, there is no need for assembly,
and there is no need for delivery of the product or service.
This training module highlights the ingredients that make up the highly successful
salesperson. Viewers will be made aware that these skills are transferable. They can
be learnt. It also highlights to viewers the important role sales people play within an
organization, and how the sales profession can be as much of a rewarding pursuit as it
is challenging.
Qualifying the Customer
In todays marketplace where there is a huge range of similar products, which are
competitively priced, prospective customers are often confused by the many choices
available to them. So they need sales people they can trust to assist them in making
choices that satisfy their needs.
Qualifying and identifying the customers needs are essential components in the sales
process, and can lead to a more successful outcome.
The importance of questions
What information should be ascertained
Active listening and watching for body language
Building rapport
Positive first impressions
Well-structured questions
Preparation
Positive attitude
First impressions
Establishing rapport
A positive attitude
Identifying the customers needs
Well-structured questions
Tips: Ask your student to identify the potential customers.
Greeting the Customer
Creating a great first impression is one of the key skills in selling. The ability to
quickly build rapport and establish trust can more often than not influence the
outcome of a sale.
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Appearance and presentation

Confidence
Positive body language
Many salespeople fall into the trap of discussing benefits and features of a product
without really addressing the main issues or concerns of the buyer. The question that
all customers want answered is, "whats in it for me?" Qualifying and identifying the
customer sneeds are essential components in the sales process.
Tips: Ask your student to how to receive & great the customers.
The Importance of Listening
Listening is one of the most important skills in selling. Listening effectively enables us
to truly understand a customers needs. This then enables the salesperson to match
these needs with the benefits of the product.
Paraphrasing
Paying attention
Not interrupting
Not making assumptions
Clarifying by asking questions
The Power of Questioning
During the sales process, or with any form of communication, questions can be far
more powerful than statements. Questions not only show that you are interested in
the other person and help establish rapport, but they can also allow time to think
about how the customers requirements can be matched with the features and
benefits of the product.
Caring for the Customer
Every retail organization has its customers. They are the people who buy or rely on
their products, ideas or services. No matter where we work, they are the reason for
us being there and the standard of customer service we provide to them is vital
success.
The importance of the customer care
How the service we provide impacts on lasting impressions
Remember Me?
In todays competitive marketplace, the ability of a retail organization to retain
existing customers is as every bit important as attracting new ones. As a retail
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salesperson, it is very easy to become complacent about customers wandering into

your store.
Tips: Ask your student to ascertain the needs of customers & arousing interest
and close the sales talk.
Handling Objections
No matter what is being sold, essentially every sales process will have some form of
customer objection. The key to handling those objections is how you react to them.
Techniques on how to handle objections successfully and how to convert them into
sales. It shows the same objection given to three different salespeople and highlights
the importance of knowing how to react to these situations.
Questioning the Objection
No matter what is being sold, essentially every sales process will have some form of
customer objection. Making assumptions as to what the customer is objecting to
without really knowing what the reason is can be detrimental to the outcome of a
sale.
Demonstrating how a customer objection can be easily misinterpreted. The module
not only discusses simple tips on how to best handle customer objections, and also
provides insight as to the advantages of careful questioning.
The Importance of the Demonstration
This training module deals with the importance of the demonstration and discusses
some key techniques to improve the chance of sales success. Viewers will learn the
importance of the qualification and how the demonstration should be tailored to the
information learnt at the qualification.
We show a demonstration gone wrong and the viewing audience is asked to consider
"What happened". A must see for those wanting to improve their demonstration skills
Body Language
Over 55% of the messages we send are carried non-verbally. In most cases, non-verbal
messages are more powerful than what we actually say and greatly contribute to the
outcome of not only the sales process, but to communication in general. Several
examples of non-verbal communication taking place, and discuss the benefits of being
able to correctly interpret such information.
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Preventing Retail Theft

Retail theft accounts for millions of dollars of lost profits each year. The value of the
theft comes straight off your companys bottom line and the strength of that bottom
has a huge impact on you. Designed to give all retail employees some practical hints
on:
Recognizing potential shoplifters
Easy and simple practices for deterring potential thieves
Creating an "anti-theft" environment
Dealing with Difficult Customers
In a retail environment, it is inevitable that there are going to be times when difficult
behaviour will be encountered. In a workplace this can increase stress, lower
productivity, damage morale and do great harm to a companys image.
Some simple and practical suggestions on how to handle difficult behaviour such as:
Taking a deep breath
Ignoring personal insults
Making the behaviour the focus rather than the person
Writing down information
Tips: Ask your student to how to handle the customers objections and queries.
Dealing with Aggressive Behaviour
In a retail environment, it is inevitable that there are going to be times when
aggressive behaviour will be encountered. In a workplace this can increase stress,
lower productivity, damage morale and do great harm to a companys image.
With the aid of a scenario, examines the LASSIE system, and provides viewers with six
simple and practical steps for defusing anger and aggression.
Selling Ad Ons
While it is the marketing departments job to get prospective customers into your
store, it is your job as a salesperson to maximize the amount of money those
customers invest in your companys products. Most customers will be ignorant to the
full range of products and services your company would provide. This allows for an
excellent opportunity to sell that additional accessory or add-on.
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The Can Do Person

Henry Ford summed it up beautifully when he said "whether you think you can or think
you cant your always right". This training module reveals how we are all conditioned
to perform to a predetermined level and that we all have a heap of potential that
most of us will never tap because of our refusal to get out of our comfort zones.
Goal Setting
Goal setting is an extremely important element of career and personal development
growth. The ability to set goals and pursue them effectively can be a rewarding skill,
particularly in a sales role.
The philosophy behind setting goals
Simple guide to setting and achieving goals
Using the Telephone
Without doubt, the telephone is an immensely powerful tool in projecting a companys
image. When meeting customers over the telephone, theres no handshake, no eye
contact, and no body language to impress them. All we have is our voice and their
imagination. How a salesperson conducts them self on the phone can impact greatly
on the how they perceive the company as a whole.
Preparation for answering the call
Importance of projecting a positive image over the phone
Communication techniques for the telephone
Maximizing the Telephone
In todays day and age, every caller likes to feel that they are dealing with a highly
skilled and professional organization. Whenever you pick up the telephone at work,
YOU are the organization.
The various key factors that contribute to effective communication over the
telephone, including:
Speaking clearly and distinctly
Clarity, tone and warmth of voice
Listening carefully and intently
Ability to adjust communication style to match caller
Appropriate volume
Closing the Sale
Closing the sale is perhaps one of the most challenging and stressful parts of the sales
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process. A simple reason for this is that nobody likes to be rejected. Salespeople
become afraid of getting a no. Ironically, until you ask, all you have is a no. Several
practical tips on how to better improve their chances of closing a sale.
Body language and buying signals
Timing
Well structured question
Tips: Ask your student to arousing interest and close the sales talk.
Session Plan 2: Selling Process

1. Session Topic: Selling Process
potential customers, receive & great the customers, ascertain the needs of
customers & arousing interest and close the sales talk & after sales services.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the ascertain the needs of customers & arousing interest.
211

case studies etc.
5.2
Practical Session
1. Ask your student visit any retail mall and observe how to receive & great the
customers.
2. Ask your student to visit to the retail format and observe how to convince the
customers by motivate with sales demonstration and presentation.
3. Ask your student to visit any retail outlet and involve to practice close the sale
talk and other remained activities.
3. Analyses the business environment, approach the prospective customers then
attract the customers.
4. Identify the techniques for greet the customers, communicate properly
products available in the retail store and understand the customers & guide
properly.
5. Demonstrate the practical use of products & services and present to highlight
distinctive features of product.
6. Identify the customers preferences & choices and demonstrate about the
product features.
7. Arrange the products for weighing, packing, billing & transporting and maintain
the records of products.
8. Handle the complaints from customers and attending the complaints with
appropriate solutions.
Tips: Ask your student to identify the potential customers, receive & great the
customers; ascertain the needs of customers & arousing interest and close
the sales talk & after sales services.
5.3
Role Play and Case Studies
Process
1. Role play to act as sales assistant and receive and great the customers
properly.
2. Role play to act as sales assistant and ascertain the needs of customers &
arousing interest to convince the customers.
3. Role play to act as sales assistant and close the sales talk & providing after
sales services.
4. Case study on successful sales personnel.
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Part A
Describe follow-up step in selling process.
Differentiate between the meet and great & approach step of selling process.
Describe selling skills needed in retail.
Discuss selling skills to be successful sales person.
Part B
The important steps in selling process.
Importance of each step in selling process.
Discuss required selling skills in retail business.
Part C
Yes
No
Able to identify the selling process.
Able to identify importance of each step in selling process.
Able to identify selling skills of sales person.
Able to identify selling skills needed in retail business.
213
Session 3: Salesmanship (Duties of Sales Personnel)

Relevant Knowledge
A salesman has many responsibilities. Salesmen can work for manufacturers,
wholesalers or as independent agents who carry multiple lines of products. A
salesman usually works as either an outside or inside sales rep and spends most of his
time selling his wares or services. Duties and responsibilities can vary according to the
industry or compensation. For example, sales engineers may spend more time
verifying proper customer shipments than an outside salesman, who may not
physically handle any product. In addition, a commission salesman's job is usually
much more sales intensive, while those on salary may have more meetings and
administration duties.
Salesmanship or Personal Selling is the oldest and most common form of promotion. It
involves direct selling by the manufacturer to the prospective buyer. It is a face to
face and oral communication with the potential customer for the purpose of
persuading the buyer to buy a particular product or service. It is an important method
of understanding the needs, nature and behavior of the prospective customers and
giving them full information about the product in question. The information so
obtained helps the entrepreneur to manufacture the product according to the demand
of customers. Being personal in nature, it is an indispensable technique of
promotion. A firm undertakes personal selling with the following objectives:
To introduce new product or service with personal touch.
To create demand for the products such that it precedes supply.
To clarify the doubts of customers personally.
To create effective selling at least cost and secure repeated sales.
To provide valuable feedback to the managers.
Tips: Ask your student to identify the objectives of personal selling.
Salesmen may be classified into the following categories on the basis of their
employers:
Manufacturer's salesmen - are employed to sell products either directly to
consumers or to the wholesalers or retailers. They have specialized knowledge
about the products of their employers. They may be either creative salesman
or dealer-servicing salesman. The former are engaged in creating outlets for a
new product and contact the dealers to persuade them to handle the product.
While the latter, provide services to the dealers of their employer's products.
Speciality salesmen - deal in high value goods like computers, automobiles,
machines, television sets, etc. They meet the potential customers and explain
214
the usefulness of their product. They also help in the installation of the
product at the customer's place.
Wholesaler's salesmen - generally calls on the retailer's and book orders. They
provide information about the availability of the product to the retailers and
help them in getting the supplies.
Retailer's salesmen - deal directly with the consumers. They may be either
counter salesmen or outdoor salesmen. The former attends the customers who
call at the store. While the latter, visits the prospective customers by carrying
samples of goods to persuade them to buy goods from them.
Tips: Ask your student to classify the salesman and demonstrate their features.
Personal Selling Activities

Salesmanship is an indispensable technique of promotion. The importance of personal
selling may be described under the following heads:
1.
Benefits to consumers
A salesman acts as a friend and guide to consumers. He informs them of new products
and new uses of existing products. He helps them in choosing products, which match
their needs and incomes. A salesman guides the customers in buying products that will
provide maximum satisfaction.
2.
Benefits to businessman
They help in the creation of demand for new products and in the extension of markets
for existing ones. Through personal selling, a businessman can not only inform
customers of his products but can know their tastes, attitudes and behaviour. Such
information is helpful in the design and development of products that match market
demand. By creating large scale and regular demand, salesmanship makes planned
and regular mass production possible. Salesmen help to build up a favorable corporate
image necessary to secure repeat sales.
3.
Benefits to society
Salesmanship helps to expand employment and income of a country through large and
rapid sales turnover. Salesmen provide marketing information to producers so that
consumers can get new and better products. Salesmen perform several non-selling
tasks, e.g., after sale service, meeting complaints, conducting marketing research,
providing credit information, delivering goods, collecting payments, etc. Salesmen
help minimize price fluctuations and trade cycles by matching demand and supply.
215
Success of personal selling depends upon the skills of the salesman, the framework in
which he works, as well as his knowledge and experience. An effective salesman
should be completely aware of the product and should be able to convince the
prospective buyer. He should also know well about the company/firm he is
representing and be able to answer all the queries of the customer's. The effective, a
salesman should have the knowledge of the following types:
(i)
Knowledge of self: He should be able to make the best use of his personality
by continuously assessing himself and analyzing his qualities in the light of the
requirements of his job. This will help him to improve upon his strengths and
overcome his weaknesses through training and experience.
(ii)
Knowledge of firm: He should be fully conversant with the history of the firm.
He should have a thorough knowledge of the objectives, policies, standing and
organizational structure of his firm. Such knowledge will help him to utilize the
strong points of the firm in personal selling.
(iii)
Knowledge of product: He should be able to convince customers about the

features and utility of the product by removing their doubts and objections.
Thus, he should have full knowledge about the nature of the product,
manufacturing details, terms and conditions of sale, distribution channels used
and promotional activities.
(iv)
Knowledge of competitors: In order to prove the superiority of his product, he

must have full knowledge about the competitive products, their positive and
negative features. Knowledge of competitors' sales policies, their brands and
prices, etc, is also helpful.
(v)
Knowledge of customers: In order to be successful, he must use the right

appeal and approach. He should be able to understand the prospects correctly
and quickly and to motivate and win them permanently. He should, therefore,
have complete knowledge of the nature and type of customers (their age,
location, sex, income, education, etc.) and their buying motives (low price,
convenience, prestige, fashion, etc).
(vi)
Knowledge of selling techniques: Above all, he should be well-versed in the

principles and techniques of salesmanship. He should pay undivided attention
to the customer, be courteous and sympathetic towards customers, never loose
patience, consider customer as the king, aim to build permanent customers and
goodwill, serve the customer in the best possible manner, etc.
Tips: Ask your student to identify the personal selling activities of retail sales
assistant.
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Duties and Responsibilities of Salesman

1.
Calling on Customers: The foremost duty of every salesman, in general, is to

call on a customer or customers existing. Calling on customer means keeping
regular touch with existing customers; also called as keeping accounts alive.
These calls are made either at the office of the customer or house of a
customer or any other suitable place agreed by them. It is not only calling on
all the existing customers in a given area or which is called as a sales territory.
It also means opening new accounts or creating new customers which is an art
of converting suspect into prospect and prospect into a customer.
2.
Maintenance and Extension of Sales Territory: A sales territory is a

geographical sea consisting of number of prospects and customers and suspects
too. A salesman is to work even sales territory where he keeps the existing
customers and accounts, creates new accounts by or new customers who are
prospects by his art of persuasion and converting suspects to prospects clearing
all fears and doubts and then converting that prospect into a customer in a
territory. A territory may be a city, area, taluka area, district area, or a
division area or even a state. He moves from city to district and district to
division and state. He is the person who represents his manufacturer, or a
wholesaler or even a retailer. That is, sales are increased.
3.
Increasing Sales Line: A company is not generally dealing in a single product,

has a product line and product range. It is the duty of the salesman to bring it
to the notice of customers, retailers and wholesalers of the manufacturing
company's product line or and product range. This results in well assimilated
diversified sales mix which broadens sales ability, stability. It is because; the
overall performance and profits are increased.
4.
Image Building: The greatest thing in business is credibility, status, the image
of sales organization. Sales have the crucial role of building the image or status
or good will of company. It is done by building the company's product image,
service image, managerial philosophy management objectives and policies. He
is to establish that how his company is different from others and why it is
worth appreciating as the best of all others in the line, area. He is to sell
company's vision, goals, objectives, and policies, strategies that go in keeping
them satisfied and delighted so that they demonstrate others that it is worth to
do business with this organization than others:
5.
Developing Product Knowledge: It is the world of keen competition and

speed. The science and technology are able to bring new ideas, new products,
new processes, and new services at much cheaper cost, of superior quality and
217
in larger quantity. The release of these products and services and ideas are not
reaching the people who are not covered by information communication
network. They do not know about new products and services, their uses change
their life styles. It is the sales force which can bring these products and
services to people. In each call they make, present them and speak of their
superiority and benefits convenience and solace these products and services
could bring them within a price range
6.
Dealer Counseling: The sales people are working for manufacturers,

wholesaler and retailers as the dealers play a big role in successful distribution
of goods and services. There is need for heavy and effective doses of
promotional activities. In addition to advertisement and publicity and public
relations, there are specific areas of promotion namely POP-point of purchase
promotion these relate to window display, counter display, showrooms and
show c and participation in exhibitions and fairs. Special skills are involved in
having a integrated communication package that brings the far flying customers
and the dealers. These specie guides in planning campaign at different levels to
position the products and services. Many times, good products have failed
because of bad presentation and promotion and in some c even average
products succeeded very well with a matching promotional effort. These
salespeople are good campaign counselors.
7.
A Good Feedback to the Producers: Sales people are key people who collect
detailed frank, factual information of their needs, expectations of a product or
a service in case of existing products and services and the products and
services they expect from the producers. Salesman is the spokesmen of the
consumer the king-and king pin of any economy. These producers produce
products which are wanted by the consumers who decide quality standards,
price range quantity needed. Other associated factors with products and
services. This information is vital that all most all decisions are based on this
by the producers, wholesalers, and retailers. That is, salesmen back from the
horses month and pass it on to the producers. It is no' but a primary survey-a
major step in research where it covers, consumers, dealers, pro price, place,
promotion to make the dreams of producers to come true and the resources of
the community to be based in the best way. It helps in preparing a dependable
data base v is continuously up dated.
8.
They are the Best Trainers: Every year so many young guys join sales line to
make their career in various positions. At the same time, the aged and willing
sales people who made their career-retire. As salesmen in the field of selling,
they have a big role to pay. is, they train new hands on the job to learn the
tricks of the trade. Act as role mode successful sales-people. They share there
to tell coach, teach the aspirants who want to not only fit and fine but want
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make better performers. This is the greatest task they do by building successful
sales force and teams for bringing every success to the organization on one
hand and individuals-their progress and property.
9.
Collection of Dues and Credit Information: Collection of dues is the most

delineate and arduous task that challenges his brain and tolerance. These are
the days of credit and since credit has become the breath of modern business
one can not think of surveying without credit. Credit sues are like "hot-ghee"
neither one can keep in mouth nor spit. That is, the point lies in collecting lie
dues yet keeping the customer. It is a great balancing act. Salesman can not
compel the person to pay but he has to develop the ability to impel the
customer to pay. It is because, if he loses one customer by enforcing his right
to collect, there is danger of losing other good customers. A disturbed
customer can spoil the name of salesman and the selling house.
Another thing is to know the credit worthiness of prospects who are willing to
have business relation credit rating is done on certain 'C's namely, character,
capacity and conditions. That is, desman is to know about all these C's of a
prospect before accepting him as a customer.
10.
Participating in Sales Meetings: Salesman, as a bridge between the outside

world and the organization, is to participate actively in the sales-meetings that
are held in the sales Department from time to time. Meeting provides a forum
for exchange of ideas, techniques, Methods, tricks that enhance the company
sales, his knowledge about various dimensions of his sales career. Attending the
meetings will result in updating his knowledge making fit and fine se handle
with confidence any situation he comes across in his field of sales. He has plus
point of developing his capacity to organize his line of activities as routesheets; time-table is to sales journey. To that effect, he develops a systematic
and scientific tools, attitude, and philosophy in improving his sales efforts for
the benefit of himself and the company at the same time. Thus, meeting is a
melting point for overall refinement of his career.
Tips: Ask your student to identify the duties & responsibilities of retail sales
assistant.
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Session Plan 3: Salesmanship (Duties of Sales Personnel)

1. Session Topic: Salesmanship (Duties of Sales Personnel)
- Maintain the availability of products for sale to customers in a retail
environment.
- Organize the receipt and storage of goods in a retail environment.
- Support customers service improvement
- Develop individual Retail Service opportunities
- Communicate retail information effectively with stake holders
projector.
4. Preparations

students.
5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the functions, duties and responsibilities of a retail sales
assistant.
case studies etc.
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5.2
Practical Session
1. Ask your student visit to the big bazaar and observe the activities done for
availability of products for sale to customers.
2. Ask your student to visit to the retail store of any outlet and observe the
activities going on.
3. Ask your student to visit a retail format and observe what kind of customer
services having in the farm.
4. Ask your student to visit to the retail outlet and observe individual retail
services of salesman.
5. Ask your student to on-the- job on communication retail information in a retail
outlet & learn how to intimate the information to stakeholders.
6. Identify the duties and responsibilities of retail sales assistant.
7. Check up the quantity of products, maintain stock levels and arrange storing
facilities.
8. Determine the prices after considering the selling costs.
9. Arrange the storage facilities as for the nature of products cheek the storage
and movement of stock to reach the shop floor and evaluate the storage, care
and movement of stock and find the better ways.
10. Identify ways the services you give could be improved based on information you
have gathered as feedback from the customers.
11. Identify the types of client who would benefit from your services and compare
your services with competitor services.
12. Maintain the communication mediums in line your instruction and organization
procedures.
13. Make sure the communication equipment are working properly and deal with
customers in a respectful, helpful and professional way at all times.
14. Intimate the information to stake holders.
Tips: Ask your student to identify the major functions of retail sales assistant and
identify the duties & responsibilities of him.
5.3
Role Play and Case Studies
Process
1. Role play to act as retail sales assistant and perform the activities done for
availability of products for sale to customers.
2. Role play to act as retail sales assistant and on-the- job on communication
retail information in a retail outlet & learn how to intimate the information to
stakeholders.
3. Role play to act as retail sales assistant and perform the storage facilities as for
the nature of products cheek the storage and movement of stock to reach the
shop floor and evaluate the storage, care and movement of stock and find the
better ways.
4. Role play to act as retail sales assistant and deal with customers in a
respectful, helpful and professional way at all times.
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Part A
Identify the importance of personal selling.
Discuss the duties and responsibilities of sales person.
Identify the major duties of sales person.
Discuss the objectives of personal selling.
Describe the qualities of good salesman.
Discuss the classification of salesman.
Discuss the concept of salesman.
Part B
Discuss the duties and responsibilities of sales person.
Discuss the importance of sales person.
Qualities of successful salesman.
Concept of salesmanship.
Importance of salesman.
Classification of salesman.
Discuss the importance of personal selling.
Part C
Yes
No
Able to identify concept of salesman.

Able to identify major responsibility of sales person.
Able to identify types of salesman.
Able to identify importance of personal selling.
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Session 4: Qualities of Good Salesperson for

Handling Queries
Relevant Knowledge
How many times have you heard someone say, "That person is a born salesperson"?
Many times I have followed that statement with a request for the person to expand on
the comment. What do you mean when you say, "a born salesperson"? What do you
consider to be the attributes a person might possess that would lead you to draw that
conclusion?
Invariably the characteristics always seem to be
that he or she is a good talker, has the "gift of
gab," an outgoing personality, is charming,
friendly, has a sense of humor, is engaging, quite
persuasive and has personality plus. While these
traits are seen frequently in those who sell, would
you consider them characteristics of a true sales
professional? There are other characteristics that
are far more important.
A charming, outgoing personality can be very magnetic but, as with any relationship,
the luster can fade if there is nothing substantial behind it.
People are looking for a salesperson that is honest, has integrity, is truthful, and,
most importantly, cares about the needs of his or her clients and possesses a genuine
desire to serve them.
Furthermore, the attributes of trustworthiness and
integrity are what separate true sales professionals from
the sea of mediocre charlatans masquerading as
salespeople, with whom most of us have had the
misfortune of dealing.
In-depth research of the top 3 percent of outstanding
sales professionals throughout the country has shown that
these top performers share two common characteristics the ability to establish rapport with their customers and
the consistent creation of an atmosphere of trust in all
their sales relationships.
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These vitally important traits serve more than simply to endear these sales
professionals to their prospects - they know these methods are the best way to secure
repeat business and ensure that every sale wears well.
Many times sales executives are confused by, or even unaware of, the difference
between customers simply buying a product or service and a salesperson actually
selling. Just because a customer has parted with his or her money in exchange for a
product or service does not mean that a sale has occurred.
For example, a prospect walks into a retail establishment to buy a blouse and the
salesperson successfully finds the type of blouse, determines the occasion for which it
is intended and how it will fit in with the prospect's current wardrobe. Then she
writes up the order. Despite the fact that this may seem to be an act of selling on the
salesperson's part, it really isn't. This scenario is merely an example of a salesperson
filling a customer's order.
By contrast, the salesperson, in addition to selecting the correct blouse for her
customer, may ask a few questions about the customer's current wardrobe needs and
learns that her client has just landed a new job.
This reveals that the customer's real need is for professional clothing that will make a
positive impression in her new workplace. The salesperson then proceeds to show the
customer a new line of high-end designer suits and coordinating accessories the store
has recently received - and the customer walks out with not only the intended blouse
but also a suit, matching shoes, a handbag and scarf.
This is the act of selling. It is not just filling an order but, instead, establishing
rapport, gaining trust, determining a need and then meeting that need. It is my belief
that a salesperson's sole purpose is to be of service to the customer.
Along that line, as a salesperson, you should only make promises you can keep - and
you should keep every promise you make.
A professional salesperson makes a sales call for only one reason - to be of service to
the customer. If your product or service is not the right thing for the customer then
you have no right to sell it. However, if it is something that will benefit the customer
and meet his or her needs, then the professional salesperson has a responsibility to
sell it.
Sales executives frequently complain that their salespeople often will say and do
anything to get the sale and make their quota. Unfortunately, the salesperson's overpromising and under-delivering create multiple problems, untold friction and
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significant internal dissension between sales personnel and the support personnel who
are responsible for carrying out the salesperson's unrealistic commitments.
The philosophy is that every employee is either selling or un-selling for the company,
every hour of the day, regardless of his or her position. It is crucial that the sales
organization understands its responsibility to its customers and co-workers. If any
employee is unable - due to an impossible timeline, lack of resources or product
availability - to follow through on promises made by a salesperson, that employee will
be un-selling the company.
To prevent this, salespeople should not over commit when it comes to promises about
what the company can offer. If the company can't deliver, the sale will fall apart, as
will the relationship with the customer. More importantly, the company's reputation
can suffer irreparable damage. In these times of stiff marketplace competition, smart
companies know that their solid reputation may be the only thing keeping them ahead
of their competition.
It is the responsibility of the sales organization to balance its desire to serve the
customer and make the sale with the realities of what the company, whether it is
boundless in wealth and resources or modest and greatly limited, is able to offer.
Only when this balance exists can the salesperson effectively communicate with,
deliver for and serve the customer in a way that is consistent with his or her
promises.
In order to get happy, satisfied customers who continue to return for a lifetime, who
refer their friends and colleagues and who offer the kind of word-of-mouth
advertising money simply cannot buy, learn to understand the difference between
filling an order and actually making a sale.
When you've established trust and rapport, are well-versed in what your firm has to
offer and sincere in your desire to serve your customers, you will find that it is easy to
promise a lot - and always deliver more.
Tips: Ask your student to demonstrate about salesmanship.
Characteristics of Top Performing Salespeople

Top performing sales people stand out from their average performing peers and
colleagues. They do things differently and exhibit several different characteristics.
Here are ten characteristics of top performing sales people.
1.
Top performing sales people set big goals: They dont wait for their boss or
company to establish sales quotas and targets. They take a proactive approach
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and set big, challenging goals. They make sure their goals are specific,
motivational, achievable yet challenging, relevant to their personal situation,
and time-framed. They visualize their target, determine how they will achieve
their goal, and take daily action to achieve those goals.
2.
Top performers ask high-value questions: The best sales people ask lots of
quality questions to fully determine their customers situation and buying
needs. They know that the most effective way to present their product or
service is to uncover their customers goals, objectives, concerns and
hesitations and they know the only way to achieve this is to ask tough,
penetrating questions that make their prospect think.
3.
Top sales people are enthusiastic: They are always in a positive mood even
during difficult times and their enthusiasm is contagious. They seldom talk
poorly of the company or the business. When faced with unpleasant or negative
situations, they choose to focus on the positive elements instead of allowing
themselves to be dragged down.
4.
Top sellers are hard workers: Top sales people are assertive in getting new
business and they go after it. They often start work earlier than their
colleagues, spend less time on social chit-chat and work later than everyone
else. They make more calls, prospect more consistently, talk to more people,
and give more sales presentations than their co-workers.
5.
Top performers are persistent: Obstacles loom in front of us on a regular basis.

But its what you do when faced with these barriers that will determine your
level of success. The most successful sales people in any industry tackle the
obstacles that get in their way. They look for new solutions. They are
tenacious. They refuse to give up.
6.
Top sales people are great listeners: Contrary to popular belief, telling is not
selling. Top performers know that customers will tell them everything they
need to know if given the right opportunity. They have learned that silence is
golden. Compare that to the average sales person who asks a question then
gives their customer the answer or continues to talk afterwards instead of
waiting for the other persons response.
7.
Top sales people demonstrate the value of their product or service: Top sales
people know that a well-informed buyer will usually base much of her decision
on the value proposition presented by the sales person. They know how to
create this value with each customer, prospect, or buyer they encounter. Too
many sales people think that price is the only motivating buying factor. Top
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sales people recognize that price is a factor in every sale but they know that it
is seldom the primary reason someone makes their decision.
8.
Top performing sales people have lots of passion: They love their company
and they exude this pride when talking about their products and services. The
more passionate you are about your career, the greater the chance you will
succeed. Heres whywhen you love what you do you put more effort into your
work. When you are passionate about the products or services you sell, your
enthusiasm will shine through in every conversation.
9.
Top sales people hold themselves accountable: They know that their actions
alone will determine their results and they do what is necessary to achieve
their goals. They never blame internal problems, the economy, tough
competitors, or other factors if they fail to meet their sales quotas.
10.
Top performing sales people keep in touch with their clients: They know that
regular contact helps keep clients so they send thank-you, birthday, and
anniversary cards. They make phone calls and schedule regular keep in touch
breakfast and lunch meetings. They send articles of value to their customers
and are constantly looking for new and creative ways to keep their name in
their customers minds.
Tips: Ask your student to identify the characteristics of top performing sales
people.
Qualities of Sales People

Anyone in sales can develop these characteristics. It takes effort, energy, and
discipline but the end result can be worth it especially when you consider how much
more money top performing sales people make compared to the average sales person.
And you dont want to be average do you?
The only way to make it in this economy is to be great, because "it's the only thing
that pays," according to Grant Cardone, sales expert and author of Sell or Be Sold:
How to Get Your Way in Business and in Life.
"If you're not going to be great in sales, go get another career, because it's too hard to
do if you're not going to succeed," Cardone adds. "Great salespeople are literally the
engine of every economy in the world."
So how does one become great? How do you close the deal faster than anyone
else? We recently caught up with Cardone, who shared with us 20 qualities that he
thinks set great sales people apart from everyone else.
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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
They don't think in terms of sales but rather in terms of building a

business. Great sales people are building a business, not just trying to make a
sale. When you think beyond a sale, you're going to get other people's attention
much more easily. They're going to be more interested in what you have to say.
You want something that's going to survive beyond one sale.
They build their businesses one customer at a time and then always leverage
the last customer into more customers. Don't ever just make a sale and forget
about that client. The last sale you make should always open the door to new
relationships and clients.
They listen more than they speak, getting an understanding of the customer's
needs and then finding a solution. Great sales people always ask their clients
why they want something done. In listening more than talking, you can better
accommodate what they are looking for.
They deliver more than they promise, and always promise a lot! There's an old
sales mantra that says "under commit and over-deliver," but Cardone advises
that you should "over commit and over-deliver."
They invest their time in those things that positively affect their income and
avoid spending time on those things that have no return. Great producers know
how to spend time on activity that rings the register. Don't waste your time on
activity that can't tell you anything, or doesn't produce anything now or in the
future.
They are always seeking new, better and faster ways to increase their sales
efforts. Be really concerned about time. Great sales people consistently work
on improving themselves and look for faster ways to close transactions.
They're willing to invest in networking, community and relationships, knowing
that the difference between a contact and a contract is the "R" that stands for
"Relationship." Invest in your community. Don't look at it as an expense since
you need to develop these relationships. So, go ahead and join the country club
and give money to politicians. In other words, be involved as much as you can.
They're fanatical about selling. The best salespeople are obsessed with their
customers and growing their businesses.
They don't depend on marketplace economies for their outcomes and instead
rely on their actions. If you're great, you're going to do well in any economy,
because you create your own economy. You run your own race and make
something happen despite the environment.
Surround themselves with overachievers and have little time for those who
don't create opportunities. These people are sometimes viewed as being
uninterested in others, but the truth is that they're just not interested in low
production. They don't want to waste time with people who can't get anything
done.
They never accept well enough. These people don't need anyone managing
them. They push themselves.
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12.
13.
14.
15.
16.
17.
18.
19.
20.
They don't see failed sales attempts as failures but as investments in the
process. If you don't close a business deal, don't think of it as a failed attempt.
You should know that some attempts pay while others don't, but they're all
investments in the business.
They never give up on unsold clients, knowing that someday those clients will
buy. Remember that you're growing your business, so if you experience a failed
attempt, think of it as an opportunity for the future.
They squeeze hours out of minutes and weeks out of days. Great sales people
are like magicians with time. They don't manage time, they create it and they
make it work.
They see problems as opportunities. When a problem comes along, see it as an
opportunity. If you don't have any problems, it means you don't have any value.
They invest in their education, development and personal motivation, knowing
that these are the tools of sales professional. You need to continue to invest in
your game much like a professional ballplayer is always practicing.
They invest in their careers, their businesses and their customers. Again, this is
all an investment. Invest in the facility and remember that all of this is like
watering the lawn. If you take care of your career, business and customers, the
money will eventually come.
They hold themselves to performance standards that are higher than even their
management teams do. No manager can know your actual potential. Only you
know your true potential so put yourself on a higher standard than others think
you're worth.
They don't need others to hold them accountable. They hold themselves
accountable, possessing leadership, motivation and purpose.
They are constantly in think, plan and prepare mode in order to continue to
build their client base and keep their pipelines full. You can't ever have an "off"
button.
Tips: Ask your student to find out the qualities of good sales person.
Essential Qualities of a Successful Salesman

Personality refers to the dynamic force of a person which attracts and impresses
others. Similarly, Sales Personality or Personality of Salesman includes his
appearance, his characters, his mannerisms, his talk and the general impression which
impresses and convinces the prospects. By using these qualities and abilities skill
fully, the salesman is able to impress the customers favourably. As a result, the
customers are attracted towards the product or service and ultimately purchase it. In
other words of H. W. Morten Personality is that personal distinction or dynamic force
which is felt by everyone who comes within the radius.
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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Sound Health: A salesman should posses a sound and physique in order to

become efficient. A salesman who is not healthy cannot maintain a pleasing
appearance. He will also not be able carry on his duties efficiently.
Good Posture: Good posture enhances the appearance and personality of the
salesman. A salesman should maintain an alluring posture, i.e. he should stand
erect or sit erect while meeting a customer. It makes a good impression on the
customer. Therefore the salesman should try to acquire certain good posture in
order to attract customers.
Pleasant Voice: Voice is the index of ones own feelings than the facial
expression. The quality and the tone of the voice also have its influence on the
hearer. The salesman should have pleasant, clear and forceful voice. The voice
should not be coarse, high pitched, shrill, commanding or nasal. These types of
voices generally irritate customers.
Good Appearance: A good physical appearance is a big asset for salesman. The
first impression on the customer is created by the appearance of the salesman.
A good appearance generally gives more confidence to a salesman and he is
able to convince the customers more easily. The appearance of the salesman
may be divided into 3 important segments which are Cleanliness, Grooming and
Clothes.
Cheerfulness: Cheerfulness is the greatest virtue of a good salesman. Everyone
wants to be with persons, who are cheerful. If the salesman is cheerful,
possesses a good health, vigour and a rich sense of humor, then he can attract
large number of customers.
Imagination: It is an important consideration which detects the exact need of
the customers. This quality helps the salesman to understand the problems of
customers in his position. But it is depressing to see in India that many
salesmen have absolutely no imagination.
Alertness: Alertness refers to active sensitivity to the situation before oneself.
It is nothing but presence of mind as to what to say, how to say and on what
occasion. It consists of keen power of observation and common sense to take
correct decisions quickly.
Resourcefulness: It is a mental ability to think and find out alternatives. It
includes devising new approaches to make people do what you want them to
do. Resourcefulness has great role to play in salesmanship.
Initiative: Initiative is the ability to work on his own without any guidance
from anybody. It is very useful quality for success in dealing with customers. Of
course, in early stages a salesman has to work under the supervision and
guidance of senior salesman. But in course of time, he has to depend upon
himself and take independent decisions.
Observation: Power of observation is another important quality of a salesman.
A good salesman must be a keen observer. He should observe the changes in
style, fashion of people, activities of rivals, Government policies, general
attitude of customers and other things.
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11.
12.
13.
14.
15.
16.
17.
18.
19.
Self-confidence: Self-confidence is another important quality, which every

salesman should possess. The salesman should keep Self-confidence both on
himself and the goods he sells to the customers. A salesman lacking Selfconfidence can not convince his customer properly or overcome his objections.
Memory: Sharp memory is another important attribute of a salesman. Sharp
memory refers to capacity to recognize this customer, recall his past interviews
with them, recalling their requirements and suggestions. As a matter of fact,
lack of memory is responsible for committing many errors. For this purpose, it
is better for a salesman to keep a notebook and write important points for
future reference.
Sociability: It refers to ability of salesman to meet the public and make
friends with them. A true salesman must be an extrovert, i.e., a man who likes
mixing with people in every type of situation. Moreover, he should not hesitate
to meet unknown persons. He must be a friend, philosophers and guide to
customers.
Enthusiasm: A salesman should be enthusiastic; otherwise he will fail to create
interest in the minds of the prospects. Enthusiasm creates assurance in the
minds of the buyers for a salesmans products and services.
Tact: A salesman should be a man of tact. Tact means doing the right thing at
the right time, in the right way. It further includes mental awareness of the
salesman to tackle all kinds of situations. However, tact should not mean
cheating or cunningness. Tact or diplomacy helps in avoiding objections,
obstacles in sales programme.
Court-operation: The modern salesman has to face several challenges in the
market for better business. To meet these challenges a salesman should have a
good co-operation with customers, fellow salesmen and employer. The
customers depend upon the salesman to a great extent for selecting products.
He (salesman) should extend full co-operation and help to them (customers) by
recommending the best product to suit their needs.
Courtesy: There is a saying that Courtesy costs nothing but returns high
dividend. This particularly holds well in the field of salesmanship. Courtesy is
a mixture of politeness and consideration. It is an indication of refinement and
culture. The salesman must be polite, modest, and courteous to turn the hearts
of customers.
Patience and Tolerance: Patience and tolerance take a very important place
in the development of a salesman. A salesman to become successful must be
extremely patient in dealing with a buyer. In no case he should lose his temper,
but to show a spirit impatient and angry, but a salesman should remain calm
and cool.
Effective Speech: A salesman should be a good conversationalist. Ability to
speak correctly and clearly impresses the customers favourably. The sales talk
should be clear, pleasant and persuasive, but not like the situations; each
situation may have to be treated in a special manner. The salesman should
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23.
24.
25.
26.
27.
28.
have a good command over English and other languages, sweet voice, clear
pronunciation, fluent expressions, etc.
Honesty: The salesman should be extremely and thoroughly honest. An honest
salesman is liked by every customer. While dealing with a customer, the
salesman must be true and frank about the products he wants to sell. He should
not misrepresent or exaggerate facts. If a salesman cheats a customer, that
customer is lost forever.
Integrity: Integrity of a salesman is an important trait in his character.
Integrity means uprightness of character, moral soundness, good behavior,
honesty, fulfillment of promises, and strength of character. A salesman who
does not have integrity of character will not be in a position to create good
impression upon his employer, fellow salesman and customers.
Loyalty: Loyalty means willingness of obey. Loyalty of a salesman can be
classified into four groups :(i) loyalty to the organization, (ii) loyalty to the
customers, (iii) loyalty to the fellow-workers.
Reliability: A salesman should be trustworthy and reliable. He should take his
work seriously and with responsibility. He should not give exaggerated
promises. He must be truthful in his statements and honest in his dealings. If a
salesman is reliable, customers will have no fear of being cheated while
purchasing goods from him.
Industriousness: It refers to the ability to work hard to achieve a goal. Unless
a salesman works hard, it is very difficult for him to acquire the detailed
knowledge of the customers and product. Absent a result he cannot achieve his
targeted sales. The salesman, therefore, must remain active both mentally and
physically. Dullness should be avoided.
Courage: It refers to moral strength of a person. Sometimes a salesman may
commit mistakes and make false promises, which may lead to an unpleasant
atmosphere. But a good salesman must have enough courage to face such
situations boldly. He should be daring enough to take risk and should be firm in
his decisions.
Sincerity: Sincerity is another good quality of a successful salesman. A sincere
salesman attends his customers sincerely and explains them all the merits and
demerits of the product. He also attends to the customers promptly. A sincere
salesman does not face any difficulty to achieve his target.
Maturity: Maturity refers to balance of mind. A salesman should be matured.
He should accept gracefully both criticisms and praises. Equal weight age
should be given to both for and against. Maturity compels a salesman to think
before he takes any action.
Determination: Determination is nothing but will to succeed and go ahead.
Patience and perseverance are the ingredients of strong determination towards
his duties and responsibilities. At times he may face resistance from the
customers but it should not distract him from his original aims. He should work
patiently and calmly to achieve the predetermined target.
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A good salesman will have good people skills - a good personality, friendly, the ability
to communicate effectively and be a good listener. He needs to be knowledgeable
about his products and be able to explain the features and benefits of what he is
selling. He needs to be able to answer questions and overcome objections. He needs
to know when the right time to ask for the sale is and he needs to follow-up with
potential customers.
Tips: Ask your student to find out the essential qualities of good sales person and
select the process of handling objections in the retail sector.
Session Plan 4: Qualities of Good Salesperson for Handling Queries

1. Session Topic: Qualities of Good Salesperson for Handling Queries
2. Objectives: To develop students knowledge, skills and abilities to find out the
qualities of good sales person and select the process of handling objections in the
retail sector.
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the qualities of good sales person and handling
objections.
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case studies etc.
5.2
Practical Session
1. Ask your student visit to a Retail Organizations and observe all kind of work of
sales person and make a list on the same.
2. List out the Importance of Salesmanship and Salesperson.
3. Explain the various tales invalid in the job of sales person.
4. Enumerate the various qualities of salesperson and practice the qualities &
skills of the sales persons.
5. Demonstrate handling objections and questions from two customers who have
objected regarding the difference in price and weight.
Tips: Ask your student to find out the qualities of good sales person and select
the process of handling objections in the retail sector.
5.3
Process
1. Role play to identify customer who has objections after use of product.
2. . List out the Importance of Salesmanship and Salesperson
3. Ask the students to prepare charts on qualities of salesperson.
4. Role Play acts as good salesman with one good quality of each student.
5. Conduct group discussion on the knowledge, skills and abilities of good sales
person.

Part A
Discuss the quality of successful sales persons.
Identify traits of salesman.
Describe Characteristics of top sales people.
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Part B
Discuss the traits of Salesman
Characteristics and Essential quality of successful sales people
Define the concept of personality.
Part C
Yes
No
Able to identify concept of personality.

Able to identify major qualities of sales person.
Able to identify Characteristics of successful sales people.
235
RS306-NQ2012
Customer Relationship Management
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Introduction
CRM builds on the philosophy of relationship marketing that aims to create, develop
and enhance relationships with carefully targeted customers to maximize customer
value, corporate profitability and thus shareholders value. The goal then is to improve
the customers experience of how they interact with the company, which hopefully,
will turn into more satisfaction, which might lead to more loyalty, and finally to
increase in profit. Every time a customer approaches your business, they arrive with
an expectation. It may be a service need, or a new
product interest, but in every case, they have an
expectation that accompanies their interest in your
business. What happens next will form an experience
that shapes their behavior. A good experience may
increase their loyalty and tendency to purchase
again. A poor experience may transfer their business
to your competitor. The ability to recognize this
process and to actively manage it forms the basis for
Customer Relationship Management.
Companies have to get value from their marketing by going beyond the transaction
engine to building context and content. This made relationship sales and service an
expensive endeavor to build and a valuable resource to nurture and keep. Web
centered relationship are in some ways, through, easier to build than face-to-face
ones. First, the technology itself helps. Theres growing toolkit for capturing
information about customers to identify their interests and track their choices for
personalizing sites and customizing offers, and for ensuring a smooth, complete, and
convenient interaction between the enterprise and customer. Customer relationship
management (CRM) is the broad term for this toolkit and its uses. It is among the
fastest growing trends. Before attempting to establish a long-term relationship, the
marketer needs to examine such variables as the amount of value the supplier adds to
the buyers product, operating risk, homogeneity of supply and demand requirements,
and respective power position. Then, all the customers in the firms customer base
need to be put into categories or groups.
In this unit the student will be learn the various aspects of customer relationship
management aspects which are the process of CRM, duties and responsibilities of
customer service associate, customer retention strategies and handling customer
grievances.
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Session 1: CRM Process

Relevant Knowledge
Customer Relationship Management (CRM) is a process or methodology used to learn
more about customers' needs and behaviours in order to develop stronger
relationships with them. It is a widely used for managing a companys interactions
with customers and clients. It involves using technology to organize, automate, and
synchronize business processes for marketing, technical service and customer support.
A CRM system is not only used to deal with the existing customers but is also useful in
acquiring new customers. The process first starts with identifying a customer and
maintaining all the corresponding details into the CRM system which is also called an
Opportunity of Business. The Sales and Field representatives then try getting
business out of these customers by sophistically following up with them and
converting them into a winning deal. All this is very easily and efficiently done by an
integrated CRM system.
Essentials for CRM

Using Technology to Organize
CRM contains each and every bit of details of a
customer, hence it is very easy for track a customer
accordingly and can be used to determine which
customer can be profitable and which not. Using
technology for marketing would involve collection
of information about clients. It is, therefore,
important to collect information about the
customers but at the same time ensure that the
customers' privacy is protected through data
security measures. Due attention should be paid to
relevant laws and regulations related to data
security. Vendors may need to reassure clients that their data not be shared with
third parties without prior consent, and that illegal access can be prevented.
Automating and Synchronizing Business for Marketing
CRM software provides a business with the ability to create, assign and manage
requests made by customers. An example would be Call Center software which helps
to direct a customer to the agent who can best help them with their current problem.
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Recognizing that this type of service is an important factor in attracting and retaining
customers, organizations are increasingly turning to technology to help them improve
their clients experience while aiming to increase efficiency and minimize costs.
Corporations investing in CRM software do so expecting a relative ease of use while
also requiring that customer and other sensitive data remain secure. One of the
largest issues in developing a usable customer relationship management system comes
in the form of clear and concise presentation.
Strong writing skills can prove extremely beneficial for software development and
creation. CRM training needs to cover two types of information: relational knowledge
and technological knowledge.
Technical Service
Rapidly improving technology has allowed organizations to make the best of each
customer contact. New technology has made it possible to capitalize the information
held in back-office systems (accounting, purchasing material management,
distribution), as compared to previous technology when only front-office (sales,
marketing) information was available.
Customer Support
Customer Support includes providing an excellent customer service. Some of the
practical points that you need to know for dealing with customers include the
following:
Smile when greeting a customer in person.
Use age-appropriate greetings. For example, in the morning you should say good
morning Sir/Madam, in the afternoon say good afternoon and in the evening,
say good evening.
Inspect merchandise before bagging it to make sure its not defective or the
wrong size.
Be proactive and ask how you may be of service. For example Can I help you
Sir/Madam.
All customers deserve attention regardless of their age or appearance. Stay visible
and available when a customer comes to your section/retail outlet. Dont turn
away, walk away, start to make a phone call, or duck beneath the counter as a
customer approaches.
Never answer that I dont know until and unless you cannot help at all. For
example, the customer asks about the washroom around and you are not at all
aware of it and you cannot leave the store, then in such as case, you should
politely say Sir/Madam, sorry, I am not aware of it, but I can find out from
someone.
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If a customer wants something that isnt on display, go to the stock room and try
to find it. If the item isnt in the stock room, offer to call another store or order
it.
Learn to read body language to see if a customer could use some help. If that is
the case, then ask the customer May I help you Sir/Madam.
If a customers credit card is declined by asking if there is another method of
payment he or she would like to use.
Make sure customers receive everything theyve paid for before they leave your
store. Smile as you are saying goodbye and encourage the customer to come
again.
Customer Relationship management is the strongest and the most efficient approach
in maintaining and creating relationships with customers. Customer relationship
management is not only pure business but also ideate strong personal bonding within
people. Once this personal and emotional linkage is built, it is very easy for any
organization to identify the actual needs of customer and help them to serve them in
a better way. It is a belief that more the sophisticated strategies involved in
implementing the customer relationship management, the more strong and fruitful is
the business.
Tips: Ask your student to identify the essentials of CRM and how these are
improving the customer relationship.
CRM System is always important for an Organization

A CRM system consists of a historical view and analysis of all the acquired or to be
acquired customers. This helps in reduced searching and correlating customers and to
foresee customer needs effectively and increase business.
1. CRM contains each and every bit of details of a customer, hence it is very easy for
track a customer accordingly and can be used to determine which customer can be
profitable and which not.
2. In CRM system, customers are grouped according to different aspects according to
the type of business they do or according to physical location and are allocated to
different customer managers often called as account managers. This helps in
focusing and concentrating on each and every customer separately.
3. A CRM system is not only used to deal with the existing customers but is also useful
in acquiring new customers. The process first starts with identifying a customer
and maintaining all the corresponding details into the CRM system which is also
called an Opportunity of Business. The Sales and Field representatives then try
getting business out of these customers by sophistically following up with them
and converting them into a winning deal. All this is very easily and efficiently done
by an integrated CRM system.
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4. The strongest aspect of Customer Relationship Management is that it is very costeffective. The advantage of decently implemented CRM system is that there is
very less need of paper and manual work which requires lesser staff to manage and
lesser resources to deal with. The technologies used in implementing a CRM system
are also very cheap and smooth as compared to the traditional way of business.
5. All the details in CRM system is kept centralized which is available anytime on
fingertips. This reduces the process time and increases productivity.
6. Efficiently dealing with all the customers and providing them what they actually
need increases the customer satisfaction. This increases the chance of getting
more business which ultimately enhances turnover and profit.
7. If the customer is satisfied they will always be loyal to you and will remain in
business forever resulting in increasing customer base and ultimately enhancing
net growth of business
Tips: Ask your student to how CRM system is important for organizations.
Steps in CRM
Every organization has its individual business processes and strategies, the CRM
system should be customized to match existing and future requirements - an out-ofbox solution can lack scalability and hamper user adoption. CRM software helps keep
tabs on all information related to leads, customers, partners and competitors. It
greatly decreases the possibility for a company to overlook important details and
miscalculate outcomes. Successful CRM implementations ensure users have secure
access to create, view and edit all relevant records around-the-clock from any
location through web-enabled devices. They enable organizations to focus their
energies and money on the demographics most likely to respond to campaigns and
ensure optimum lead conversions.
CRM adoption is a conjunctive effort between CRM next and all stakeholders,
understanding the roles, products and unique requirements of all stakeholders is
vital.
241
User adoption is a vital factor

Like the proverb, 'you can lead a horse to water but you can't make it drink', members
of the sales team are not likely to enter their records on the CRM system. If all CRM
users are not convinced to update the CRM system it will lead to a failed
implementation - there will be inadequate customer information for generating
business intelligence and improving customer experience. Make it clear to all
stakeholders that the CRM is for everybody's benefit and not a policing tool to
maximize the organization's profits. Clear pipeline visibility, enhanced collaborations
and real-time customer information are appreciated by all employees. Also, knowing
data is secure, yet accessible from any web-enabled device is beneficial for all
customer-facing teams and top management. The following are the steps to success
CRM:
Communicate the vision of CRM
The CRM vision dictates what should be done to generate a unique CRM experience
and be deeply engraved in the culture of delivering it at all touch points, consistently.
Communicating the vision of CRM effectively, hence, ensures that everyone know the
value derived from CRM solution. Organizations must use multiple channels to ensure
this message is clearly understood. The consistent flow of information also ensures
this for new members in the organization. CRM solutions are efficiency tools instead
of 'monitoring' tool. Management team must consistently drive the communication
instead of individual teams.
Create a 'Core Team'
Members from across functional roles should share inputs from all customer touch
points and customer facing teams. To ensure user friendliness and real-time data,
different roles will be required to guarantee coordination, integration and data
migration for a 'true' customer view. Enlisting the correct person from each functional
role will ensure accountability and accuracy of relevant information.
Most experienced consultants recommend the Core Team should consist of six
members. Electing a member of the top management as part of the core team will
ensure the correct business goals are incorporated and encourage others to contribute
their opinions. Field level staffs that will be using the CRM need to be represented;
this will assist in creating user friendly interfaces to capture all relevant customer
information. Inputs related to inter-departmental coordination, mandatory
information and reporting requirements from middle and senior level management
will ensure credibility for customer information, dashboards and analytics.
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Configure the System Correctly

Involve all stakeholders in the requirement study and keep them in the loop to related
decisions and configurations. Identify "CRM captains" in every department to collate
information and do not ignore their feedback. An information overload should be
avoided initially; 'phantom strategies' will lead to inefficient use of productive time.
What works for the top management is not always relevant for other users and should
be incorporated after careful thought. Interfaces with terminology that is not
understood by various users will lead to low user adoption. Also, interfaces that are
time consuming to upload or access information will frustrate users and customers put
on hold.
Understand the Stakeholders' Motivations
Clearly explain the benefits of the CRM implementation in relation to each role and
specific teams. Motivated users are more prone to using the system than those who
are forced.
Tips: Ask your student to identify the various steps to CRM success, core teams
& configuring the system and how to improve the stakeholders
motivation & CRM adoption benefits.
CRM adoption Benefits for Sales

The sales team can be convinced to adopt the CRM by demonstrating how it will allow
more time for core activities and integrate information from multiple systems to
reduce paper work.
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The CRM system should:

Identify factors important to clients
Promote a customer-oriented philosophy
Adopt customer-based measures
Develop end-to-end processes to serve customers
Provide successful customer support
Handle customer complaints
Track all aspects of sales
CRM covers all interaction and business with customers. A good CRM program
allows a business to acquire customers, provide customer services and retain
valued customers. Customer services can be improved by:
Providing online access to product information and technical assistance
around the clock
Identifying what customers value and devising appropriate service
strategies for each customer
Providing mechanism for managing and scheduling follow-up sales calls
Tracking all contacts with a customer
Identifying potential problems before they occur
Providing a user-friendly mechanism for registering customer complaints
Providing a mechanism for handling problems and complaints
Providing a mechanism for correcting service deficiencies
Storing customer interests in order to target customer selectively
Providing mechanisms for managing and scheduling maintenance, repair
and on-going support
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Improving Customer Relationship

CRM applications often track customer interests and requirements, as well as
their buying habits. This information can be used to target customer selectively.
Furthermore, the products a customer have purchased can be tracked
throughout the products life cycle, allowing customers to receive information
concerning a product or to target customer with information on alternative
products once a product begins to be phased out. Repeat purchase relies on
customer satisfactions, which in turn comes from a deeper understanding of
each customer and individual needs. CRM is an alternative to the "one size fits
all" approach. In industrial markets, the technology can be used to coordinate
the conflicting and changing purchase criteria of the sector.
Establishing CRM goals
Educating other departments
Assembling customer information
Designing the data model
Vendor study
Selecting the CRM solution
Establishing authority and responsibility
Pilot projects
Communication with customers through direct mail, electronic
mail etc
Customer surveys
Customer satisfaction program
Collection of customer information
Provision of customer information to employees
Usage of customer information in the business activities
Feedback
Analyze
Documenting a new process
Implementing final methodology
Tips: Ask your student to identify the CRM adoption benefits for sales should
improve the customer relationship management.
Session Plan 1: CRM Process

1. Session Topic: CRM Process
- Describe concept of CRM and its importance
- Apply the automating and synchronizing business for Marketing
245
Identify means of customer supports

Discuss various steps to CRM success, core teams and configuring the system
Identify the stakeholders motivation and CRM adoption benefits
Learn to improve customer relationship
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the steps in CRM and build customer relationship.
case studies etc.
5.2
Practical Session
1. Ask your student visit a retail unit and enquire about working of CRM software.
2. Ask your student to visit to the retail organization and have discussion with
core team to state the steps their organization implements for managing
relationships with customers.
3. Demonstrate steps required to be taken to provide customer support.
246
4. Explain steps to achieve success in CRM and analyze efforts required for CRM
adoption.
5. Find out the significance of CRM implementation in relation with number of
roles and teams.
6. Identify the mechanism for improve working of CRM system and explain the
importance of CRM applications.
Tips: Ask your student to identify the various steps to CRM success, core teams
& configuring the system and how to improve the stakeholders motivation
& CRM adoption benefits.
5.3
Process
1. Conduct group discussion on to analyze various points to be taken for customer
support.
2. Ask the students to prepare charts on various steps in CRM process.
3. Conduct group discussion on various steps to CRM success.
4. Role plays on the process of develop customer relationship.

Part A
Differentiated between relationship and customer relationship management.

Differentiated between employee relationship and customer relationship.
Differentiated between Steps of CRM.
Differentiated between planning and implementing CRM.
Part B
What is Relationship
What is CRM?
Why do we need CRM in Business?
What is the relationship between Customer, Employee and Employer?
What are the common importance of CRM for customer and Retailer?
What are the basic principles Relationship buildings?
What are steps in CRM?
What is planning CRM?
What is implementation of CRM?
247
Part C
Yes
No
Able to identify the various areas for building relationship

with customers.
Able to identify the various steps of CRM relationship with
customers.
248
Session 2: Duties and Responsibilities of

Customer Service Associate
Relevant Knowledge
Customer service associates represent the business they work for and assist customers
with questions and complaints that they may have. Good customer service is
important for businesses because it helps retain customers.
A customer service associate works directly with customers, typically in a retail,
hospitality, or restaurant establishment to ensure they have a positive experience and
to resolve any problems as quickly and painlessly as possible. It is the job of a
customer service associate to remain pleasant and professional even under stressful
situations, or when dealing with angry customers, though most businesses have
certain rules stating that service associates do not have to deal with customers if they
become belligerent or abusive. This type of job is often defined as a mid level
position, above cashiers and other associates, but below supervisors or management
positions.
Large corporations often use the title, customer service associate, for employees who
work in a call center. These individuals may never interact with customers face to
face, but will provide help over the phone such as by answering questions, setting
appointments or reservations, or setting customers up for services such as home
utilities. Generally, though, a customer service associate is one who works directly
with customers, and may often be found behind a returns desk, a courtesy counter, or
behind the front desk at a hotel or an airport, for example.
Clientele may approach the customer service associate when they have an issue that
needs to be resolved. Some common issues include an item ringing up at the wrong
price, or the need to return an item that was purchased for a refund. In
the hospitality industry, a customer service associate may assist guests if they need to
be moved to another room, or need assistance understanding charges on the bill.
Sometimes an associate in customer service will offer an additional benefit to the
customer as an apology for a problem, such as an additional percentage off the bill.
The customer is then more likely to remember the experience positively and to return
to the establishment again.
It is important for any customer service associate to listen closely to the customer and
determine exactly what the problem is, and then explain how he or she will solve the
problem. This should generally be done as quickly as possible, since customers tend to
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become annoyed very quickly if they have an issue, particularly if it is the fault of the
company. Even if it is the customer's fault, however, the service associate should
remain friendly and polite, and explain what the customer's options are to fix the
problem to his or her satisfaction.
Tips: Ask your student to find out the role of customer services.
Customer Service Assistant Job Description and Profile

Customer Service Assistants are basically the one who has the responsibility to
answer queries of customers. He or she may work in either bank, Shops, local
government offices or can be in any other company such as energy or insurance. He or
she needs to use the email, phone, or may be by face to face. The main responsibility
is to be updated and upgraded with the latest information regarding all products,
procedures, and services of the organization.
Duties and Responsibilities
There are a wide range of duties and responsibilities which a customer service
assistant has to fulfill as follows:
A customer service assistant has to respond to the order inquiries and quires of
customers or clients.
It will be the responsibility to respond to routine customer inquiries regarding
products and services of the organization.
He or she needs to handle customer complaints and needs to resolve them as well.
He or she has to obtain and evaluate the relevant data to handle complaints and
inquiries of the clients.
It will be the duty to ensure high level of customer service by following up with
customers.
He or she has the duty to prepare the reports in time by collecting data of
management, accounting department, and external partners.
It will be needed to do the basic jobs such as handling shipments of catalogues,
marketing materials, and samples to potential customers.
He or she needs to utilize all the business opportunities by facilitating the
collected competitive information.
He or she has to give the purchase orders in time so needs to prepare order
acknowledgements and daily reports to appropriate personnel.
He or she needs to gather all required information about potential distributors and
competitors to compile sales data.
It will be the responsibility to prepare and maintain database of customer
contacts.
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Skills and Specifications

There are the required skills and specifications which are needed in a person desiring
to be a customer service assistant:
The person needs to have required interest in helping and working with customers.
He or she needs to be an excellent communicator and should have the skills both
verbally and written.
The person should have team working skills and ability to work well in a team.
He or she should be very polite, friendly, tactful and well presented to do the job.
The person should be able to ameliorate customer service skills.
He or she should have typing skills and the ability to product knowledge.
The person needs to be very calm and patient towards the work.
He or she should have the ability to provide excellent customer service and the
ability to handle customer complaints.
Education and Qualifications
The basic degree required is a general education or degree from an accredited
institution.
It will be needed in a person to have required interest in customer service
activities.
Tips: Ask your student to identify the job roles of customer service assistant for
receive & check incoming delivering, organize & maintain storage
facilities, check the storage & care of stock available to customers and
organize the display of goods for retail sale.
Customer Service Associate in Retail

A Customer Service Associate is responsible for providing a range of routine customer
service and support to patrons of a specified University fee-for-service enterprise.
The Associate is also responsible for processing orders, cashiering, simple
maintenance, inventory, ordering and stocking.
Nature of Work
This position typically reports to a Manager, Fiscal and Business Administration or
other appropriate administrator. The CSA is responsible for interacting with customers
to provide information regarding specific products or services. The CSA must possess
strong customer service skills and a working knowledge of the products they sell. This
is a non- exempt position requiring excellent communication skills and problem
solving abilities. The incumbent must also be able to handle and resolve customer
inquires and complaints. The CSA may also be responsible for restocking shelves,
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maintaining merchandising and visual display standards, implementing stock control

and security procedures, and maintaining appropriate records.
The following list provides examples of the most typical duties for positions in this job
class. Individual positions may not include all of the examples listed, nor does the list
include all of the work that may be assigned to positions in this job class:
Operates computerized cash register to conduct sales transactions; handles cash,
and makes change as required.
Sells merchandise and/or rents equipment; advises customers on merchandise
price, features, and/or on fees and services.
Assists individual and/or institutional customers in the ordering and, as
appropriate, delivery of merchandise.
Prepares routine daily reports such as sales, accounts receivable/payable, orders,
credit card receipts, and/or bank deposits.
Duties and Responsibilities of Customer Service Associate
There are the following duties and responsibilities which a customer service associate
has to fulfill:
It will be the duty to provide further additional information regarding products or
services to the customers.
He or she has to use the equipments such as telephone, fax and many more.
He or she needs to oversee that the issues are sufficiently resolved of the clients
by following them.
He or she will have to prepare reports regarding personal customer information,
unresolved matters, action taken, and any relevant comments or notes and all the
transactions with the customers.
It will be the responsibility to fulfill the common jobs such as opening and closing
accounts, taking orders, and collecting the required information regarding matters
or complaints that require further attention.
He or she needs to provide comprehensive data service to the customers.
He or she has to advise upon available organizations services and products.
It will be needed to take the decisions when needed to the complaints
genuineness, and determining possible reasons behind every complaint.
H or she has to ensure that the information regarding customer requests and
complaints is provided accurately and efficiently and in time as well.
Skills and Specifications
There are the following skills and specifications required in a person to do the job of a
customer service associate:
The person needs to have good conflict training to do the job.
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He or she should have required analytical skills with the ability to solve the
problems and organizational skills.
He or she should have the ability to type quickly and accurately.
He or she should have the ability to deal with customers from diverse backgrounds
and regions as well.
The person should be bale to do the multi-tasking work to meet established
deadlines.
The person needs to have required interpersonal skills so should be calm and
patient.
Education and Qualifications

The person needs to have a general education or degree from an accredited
institute.
The other requirement for the job is having some past working experience in
customer service activities.
Tips: Ask your student to identify the job roles of customer service associate
for receive & check incoming delivering, organize & maintain storage
facilities, check the storage & care of stock available to customers and
organize the display of goods for retail sale.
Customer Service Associate with CMU Gopher Express

Essential Functions
The primary role of Gopher Express Customer Service Associates is to provide front
line customer service at the Gopher Express in Coffman Memorial Union. Customer
Service Associates are responsible for providing general customer service, preparing
food, maintaining cleanliness of the CMU Gopher Express Convenience stores, stocking
merchandise, and other entry-level administrative tasks. Employees are scheduled
based on their class schedule and the convenience store needs. Customer Service
Associates must work a minimum of 10 hours per week, on average. CMU Gopher
Express Customer Service Associates report directly to the CMU Gopher Express
Student Managers and Senior Student Managers.
35% Customer Service; answering customer questions; providing courteous,
professional and prompt service; firm adherence to retail policies.
35% Technical Operations; daily transactions (cash registers, and closing
procedures) and food preparation.
25% Cleaning and Stocking; light cleaning, checking in vendors, displaying
merchandise on sales floor.
5% Other duties as assigned
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Essential Qualifications
Current University of Minnesota student enrolled at least
(undergraduate student, 6 credits; graduate student, 3 credits).
Excellent communication skills.
Ability to work independently.
Able to work morning or evenings shifts.
Available to work a minimum of 10 hours per week.
half-time
Preferred Qualifications
Previous cash handling experience.
Previous experience in customer service and/ retail.
Previous food handling experience.
Opportunities for Skill Development on the Job
Students participate in experiences outside the classroom which allow them to
develop and demonstrate life skills. These skills and characteristics for success and
citizenship are learned and refined during their college years and beyond. The Office
for Student Affairs has developed seven "Student Development Outcomes" that the
Student Unions & Activities has incorporated into the student employment system in
the Unions. Here is a listing of the Student Development Outcomes with some
examples of how you can learn or further develop your own skills set.
Responsibility/Accountability
Arrives on time for shift and attempts to provide replacement if unable to work
assigned shift.
Acknowledges when mistakes/missed deadlines occur and knows when
supervisor should be alerted.
Develops knowledge of basic product lines.
Adheres to basic policies, procedures and understands staff roles.
Attends scheduled orientation & training sessions and work area meetings.
Presents him/herself in a friendly and professional manner.
Takes responsibility for, and learns from, errors.
Demonstrates responsible and accurate cash handling skills.
Takes responsibility for his/her own learning.
Performs assigned duties and responsibilities consistently and correctly.
Independence/Interdependence
Seeks instruction from supervisor when unclear of procedures or how to correct
errors.
Demonstrates clear and effective communication with supervisors, team
members, and customers.
Works independently: able to problem solve/find unknown information.
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Adapts behavior appropriately in response to team or organizational needs.
Goal Orientation
Manages time in order to complete all required and/or assigned duties and
tasks.
Prioritizes work tasks.
Self-Awareness
Demonstrates good verbal and non-verbal communication skills.
Displays a positive attitude with customers, coworkers and toward work.
Demonstrates the ability to help others adapt to new situations.
Resilience
Applies knowledge in multiple settings.
Accepts instruction/constructive criticism from supervisor.
Recovers from and continues to work successfully following disappointments.
Works through bad experiences by assessing what caused them, what can be
done to repair them, and how to avoid them in the future.
Appreciation of Differences
Understands and respects the values and beliefs of others.
Appreciates the uniqueness in each customer, coworker, supervisor
Treats each customer with the same amount of respect and attention as the
previous one.
Recognizes advantages of moving outside of "comfort zone".
Tolerance of Ambiguity
Maintains composure in difficult situations.
Demonstrates a willingness to attempt new tasks.
The employer reserves the right to change or add duties to this position as
long as the changes and/or additions are consistent with the job classification.
Tips: Ask your student to elaborate the duties and responsibilities of customer
service associate with CMU Gopher Express.
Customer Service Associate with SPSC Post Office and Information

Desk
Essential Functions
Customer Service Associates report directly to the SPSC Information Desk and Post
Office Retail Graduate Assistant. Employees are usually based at the St. Paul Student
255
Center but may be asked to switch locations during their employment due to filling
shift vacancies or assisting at other locations as needed.
55% Customer Service; answer general questions on the St. Paul Student
Center, U of MN campus and Twin Cities meetings, events, and activities via
the phone and in person, firm adherence to retail and postal policies.
25% Retail Services; postal services, Discount and Seasonal ticket sales, SPSC
locker rentals, and distribution of the U-Pass.
10% Administrative Duties; maintain posting locations, ensure that they
conform to policy, processing opening and closing sales reports when shift
dictates.
10% Miscellaneous; general cleaning and maintenance of the SP Post Office &
Information Desk to present a professional appearance to customers, other
duties as assigned by Manager.
Current University of Minnesota student enrolled at least
(undergraduate student, 6 credits; graduate student, 3 credits)
Excellent communication skills and customer service focus a must
Ability to work independently
Ability to work with a diverse customer base
Available to work a minimum of 6 hours per week
half-time
Previous customer service experience in a retail setting or mailroom
Experience with problem solving and dealing with difficult situations
Previous cash handling experience
At least one semester of student experience at the U of MN - Twin Cities
Arrives on time for shift and attempts to provide replacement, if cannot work
assigned shift.
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Attends scheduled orientation & training sessions and work area meetings.
Demonstrates some ability to gather and analyze research and information.
Always meets basic expectations (e.g. wear t-shirt/uniform and nametag, stay
busy, customer service #1, etc.).
Seeks instruction from supervisor and asks when unclear of tasks, procedures or
how to correct errors.
Learns how to access information systems within SUA and the University.
Refers customer requests for SUA or University information or questions to
supervisor, when unsure of answer.
Knowledgeable of job tasks and is able to perform them with out direct
supervision.
Goal Orientation
Handles duties required on shift and seeks direction from supervisor as needed.
Seeks guidance in understanding policies and procedures.
Able to set and manage timelines in order to complete all assigned tasks during
a shift.
Self-Awareness
Demonstrates good verbal and non-verbal communication skills
Displays friendly and helpful attitude with customers and peers
Resilience
Accepts instruction/constructive criticism from supervisor.
Able to work through difficulties when they arise.
Is able to learn from a bad experience and knows how to prevent them from
happening in the future.
Treats all customers, peers and supervisor(s) respectfully.
Able to handle an error or challenging customer when there is no or little
information available.
Employs basic problem solving skills and looks to supervisor to find unknown
information.
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Develop knowledge of primary areas of responsibility and is able to take on

more complex projects.
Tips: Ask your student to analyze the duties and responsibilities of customer
service associate with SPSC Post Office and Information Desk.
Customer Service Associate with CMU Post Office

Essential Functions
The primary role of CMU Post Office Customer Service Associates is to provide front
line customer service at the Postal Station in Coffman Memorial Union. CMU Post
Office Customer Service Associates report directly to the CMU Retail Manager for
Gopher Express. Customer Service Associates must work a minimum of 10 hours per
week. Customer Service Associates are expected to be available to work at least one
opening and/or closing shift per week.
35% Customer Service; answering general customer questions, assisting
customers by phone, educating customers about USPS products and services,
provide friendly and prompt service, firm adherence to retail and USPS policies.
30% Technical Operations; operating POS/cash registers, CARS machines, fax
machines, performing opening and closing procedures, accurate cash handling,
troubleshooting equipment problems.
25% Product and Service Knowledge; actively increase knowledge of USPS
products, services, and policies; maintain knowledge of current policies and
quickly adapt to policy changes, develop working knowledge of USPS and global
postal operations.
5% Store Appearance; light cleaning and maintaining store appearance,
checking in supply orders, and reporting stock and supply levels to vendor
managers.
5% Other duties as assigned.
Current University of Minnesota student enrolled at least half-time
(undergraduate student, 6 credits; graduate student, 3 credits).
Excellent communication skills.
Ability to work independently.
Able to work opening and/or closing shifts.
Available to work a minimum of 10 hours per week, excluding weekends.
Previous customer service experience in a retail setting or post office.
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Previous cash handling experience.
Tips: Ask your student to analyze the duties and responsibilities of customer
service associate with CMU Post Office.

Arrives on time for shift and attempts to provide replacement, if cannot work
assigned shift.
Develops working knowledge of product lines, vendors and services.
Completes required orientations, and attends training sessions and work area
meetings.
Demonstrates responsible and accurate cash handling skills.
Takes responsibility for his/her own learning.
Performs assigned duties and responsibilities consistently and correctly.
Seeks instruction from supervisor and asks when unclear of tasks, procedures or
how to correct errors.
Demonstrates clear and effective communication with supervisors, team
members, and customers.
Demonstrates good judgment on when to defer questions, complaints, and
issues to supervisor.
Ability to work independently, make good decisions and resolve problems.
Ability to effectively educate coworkers and customers on products, services
and policies.
Adapts behavior appropriately in response to team or organizational needs.
Goal Orientation
Effectively manages time in order to complete all required and/or assigned
duties and tasks.
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Seeks guidance from senior employees and supervisors to make improvements

in job knowledge and performance.
Prioritizes work tasks.
Self-Awareness
Demonstrates excellent verbal and non-verbal communication skills.
Displays a friendly and cooperative attitude toward customers, coworkers and
work.
Separates demands of the job and customers from personal concerns and ego.
Demonstrates the ability to help others adapt to new situations.
Resilience
Applies knowledge and experience in multiple settings.
Accepts direction and constructive criticism from supervisor.
Recovers quickly from and continues to work successfully following
disappointments.
Works through difficult experiences by assessing what caused them, what can
be done to resolve them, and how to avoid them in the future
Treats all customers, coworkers, supervisors, staff and faculty respectfully and
congenially.
Actively pursues opportunities to work outside of "comfort zone".
Demonstrates ability to embrace a policy or task with which they may not
personally understand or agree; trusts the judgment exercised by supervisors
and the organization.
Maintains composure and professionalism when faced with difficult or new
situations.
Employs basic problem-solving skills, willing to take risks and make good
decisions, and looks to supervisor for guidance as needed.
Demonstrates ability to handle a problem without clear directions or guarantee
of outcomes.
Tips: Ask your student to identify the Opportunities for Skill Development on
the Job.
Duties and Responsibilities of a Customer Service Representative

A customer service representative interacts with a companys customers to provide
them with information to address inquiries regarding products and services. In
260
addition, they deal with and help resolve any customer complaints. For instance, a
customer representative may assist you in opening an account or help you to resolve a
problem if you cannot access your account or if your order never arrived. Usually,
customer service representatives gather their information via a telephone call.
Handling Problems
Customer inquiries often involve some form of complaint that the customer service
representative must handle in accordance with the companys guidelines and policies.
Sometimes, the representatives may attempt to solve the problems or at least
propose some solutions. Some representatives may also be authorized to send
customers their replacement products or reverse erroneous fees. Others may function
like gatekeepers, getting information on the problem and passing it along to someone
else to solve. Customer service representatives must make sure first that the
complaints made are valid and must do whatever they can--within the bounds of their
authority--to make sure the customer is satisfied when he hangs up the phone.
Assisting in Sales
Selling the companys products and services may be part of a customer service
representatives job, even though he may not be part of the sales division. Some
representatives may provide product or service information to assist customers in
making a decision about a product to buy. Customer service representatives may also
help generate sales leads. For instance, after addressing a customers inquiry, the
representative may attempt to sell them some new products upgrades. For instance,
he may suggest upgrading your cable service.
Clerical Tasks
The job of a customer service representative may also involve clerical responsibilities.
Such duties may involve answering telephone calls and making the appropriate
transfers. For example, when a customer makes an inquiry about Internet broadband,
the representative can transfer the call to a technical service representative. Other
duties include processing new client accounts, maintaining customer accounts,
implementing changes to existing accounts, and filing documents and other
paperwork.
Job Specific Responsibilities
Almost all types of organizations employ customer service representatives and often
their duties and responsibilities vary depending on the type of the organization and
industry. For example, customer service representatives who work in banks may have
similar duties to bank tellers, counting money, cashing checks and servicing accounts.
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Those working in insurance companies may be required to handle paperwork dealing

with policy renewals. Customer service representatives who work for communication
and utility companies may assist customers who have outage or other service
problems.
Tips: Ask your student to identify the duties and responsibilities of a customer
service representative.
Session Plan 2: Duties and Responsibilities of Customer Service

Associate
1. Session Topic: Duties and Responsibilities of Customer Service Associate
- Organize the display of goods for retail sale.
- Receive and check incoming delivering
- Organise and maintain storage facilities
- Check the storage and care of stock available to customers
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
262
5. Discuss case study on the duties and responsibilities of customer service

associate.
case studies etc.
5.2
Practical Session
1. Ask your student visit to the retail organization and observed how to maintain
storage facilities.
2. Ask your student to visit to the store and observe how to check the stock
available in the store and confirm the purpose of the display and any relevant
requirements.
3. Monitor the security, health and safety requirements and procedures relating
to displaying goods.
4. Identify the procedure for receive and check incoming delivering and list out
the receiving material in a particular day.
5. Identify the standards apply for effective displays and list out the changes
occurred in display of the materials.
6. List out the routine for checking storage facilities & stock and provide the
information & training to the staff.
Tips: Ask your student to identify the job roles of customer service associate for
receive & check incoming delivering, organize & maintain storage facilities,
check the storage & care of stock available to customers and organize the
display of goods for retail sale.
5.3
Process
1. Conduct group discussion on the maintain storage facilities.
2. Ask the students to prepare charts on duties and responsibilities of customer
service associate.
3. Role play to act as customer service associate and perform the display of goods
for retail sale.
4. Role plays to act as customer service associate and perform to receive & check
incoming delivering.
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Part A
Describe duties and responsibilities of customer service representative.

Identify role and responsibilities of customer service associate with different
departments.
Part B
Discuss concept of customer service.

Discuss role and responsibilities of customer service associate.
Describe functions and duties of customer service associate.
Describe importance of customer service associate.
Part C
Yes
Able to identify duties and responsibilities of customer service
associate.
Able to identify duties and responsibilities of customer service
representative.
Able to identify importance of customer service associate.
No
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Session 3: Customer Retention Strategies

Relevant Knowledge
Customer Retention is the activity that a selling
organization undertakes in order to reduce
customer defections. Successful customer retention
starts with the first contact an organization has
with a customer and continues throughout the
entire lifetime of a relationship. A companys
ability to attract and retain new customers, is not
only related to its product or services, but strongly
related to the way it services its existing customers
and the reputation it creates within and across the
marketplace. Customer retention is more than
giving the customer what they expect; its about exceeding their expectations so that
they become loyal advocates for your brand. Creating customer loyalty puts
customer value rather than maximizing profits Customer retention has a direct
impact on profitability.
Customer Lifetime Value
Customer lifetime value enable an organization to
calculate the net present value of the profit an
organization will realize on a customer over a given
period of time. Retention Rate is the percentage of
the total number of customers retained in context to
the customers that approached for cancellation.
Retaining current customers is vital to the health and
growth of your company. Here are five essential ways
that you can be sure to retain your customer base and
encourage customer loyalty:
Maintain a Database
It is vital to keep a database of customer details, including (if possible) their names,
contact information, and purchase history. This database will become an invaluable
tool in recognizing who your most valuable customers are and how to get in contact
with them.
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Stay in Touch
Make sure you maintain your relationships by staying in touch with your customers.
You can use newsletters or e-mail lists to stay in touch and to let customers know
about your new products or sales. You dont have to keep in touch just to try to sell
them something. Customers appreciate the ongoing communication and businesses
that are also willing to listen.
Welcome Complaints
Complaints are really opportunities to win your customers loyalty by showing them
that you are committed to customer service and to providing the best product.
Complaints also show you how can improve your product or service so that you can
win over new customers. Always welcome complaints and other feedback as a chance
to grow.
Loyalty Programs
These can be discounts or point accrual programs based on the amount purchased or
the quantity of items purchased. Other value-added options for your customers
include special promotions for repeat customers, or even a special gift. These do not
have to be significant discounts or expensive gifts: Even small gestures make a big
impression.
Do a Good Job
Offer the best product or service that you can. If you do this, your customers will
want to return to do business with you. No amount of programming or special
discounts will entice customers to buy an inferior product or to pay for bad service.
Always offer the highest-quality product or service that you can, and your business
will draw in customers.
The easiest way to grow your customers is not to lose them
The average business loses around 20 percent of its customers annually simply by
failing to attend to customer relationships. In some industries this leakage is as high
as 80 percent. The cost, in either case, is staggering, but few businesses truly
understand the implications.
Tips: Ask your student to find out the customer service requirements.
266
Customer Retention Strategies

The consequences of customer retention also compound over time, and in sometimes
unexpected ways. Even a tiny change in customer retention can cascade through a
business system and multiply over time. The resulting effect on long-term profit and
growth shouldnt be underestimated.
1.
2.
3.
4.
5.
6.
Reducing Attrition: Most businesses, ironically, invest an enormous amount of

time, effort and expense building that initial customer relationship. The easiest
way to grow your business is not to lose your customers. Once you stop the
leakage, its often possible to double or triple your growth rate because youre
no longer forced to make up lost ground just to stand still.
Sell and then sell again: Your selling has actually only just begun when
someone makes that initial purchase decision because virtually everyone is
susceptible to buyers remorse. To lock in that sale, and all of the referrals and
repeat business that will flow from it, you need to strike while the iron is hot
to allay your customers fears and demonstrate by your actions that you really
care.
Bring back the lost sheep: Reactivating customers who already know you
and your product is one of the easiest, quickest ways to increase your
revenues. Re-contacting and reminding them of your existence, finding out why
theyre no longer buying, overcoming their objections and demonstrating that
you still value and respect them will usually result in a tremendous bounty of
sales and drastically increased revenues in a matter of days and will lead to
some of your best and most loyal customers.
Frequent Communications Calendar: Avoid losing your customers by building
relationships and keeping in touch using a rolling calendar of communications.
This is a programmed sequence of letters, events, phone calls, thank yous,
special offers, follow-ups, magic moments, and cards or notes with a personal
touch etc. that occur constantly and automatically at defined points in the presales, sales and post-sales process. People not only respond to this positively,
they really appreciate it because they feel valued and important. It
acknowledges them, keeps them informed, offsets post-purchase doubts,
reinforces the reason theyre doing business with you and makes them feel part
of your business so that they want to come back again and again.
Extraordinary Customer Service: The never-ending pursuit of excellence to
keep customers so satisfied that they tell others how well they were treated
when doing business with you. Moving the product or service you deliver into
the realm of the extraordinary by delivering higher than expected levels of
service to each and every customer.
Courtesy system: It involves speaking to colleagues politely and pleasantly,
without sarcasm or parody, and treating them at least as well as you would
want them to treat your customers. This will help your team to feel worthwhile
267
7.
8.
9.
and important, which makes for pleasant social contacts at work. It also
motivates them to provide extraordinary service, encourages them to be
consistently pleasant in all of their dealings and to relate to customers in a
warm, human and natural manner. This results in better, warmer, stronger,
more trusting relationships and longer term bonds with your customers.
Product or service integrity: There must always be total consistency between
what you say and do and what your customers experience. The design, build
quality, reliability and serviceability of your product or service must be of the
standard your customers want, need and expect. Service integrity is also
demonstrated by the way you handle the small things, as well as the large.
Customers will be attracted to you if you are open and honest with them, care
for them, take a genuine interest in them, dont let them down.
Measure lifetime value: Once you recognize how much combined profit a
customer represents to your business when they purchase from you again and
again, over the months, years or decades, youll realize the critical importance
of taking good care of your customers. And because youll understand just how
much time, effort and expense you can afford to invest in retaining that
customer, youll be in control of your marketing expenditure.
A complaint is a gift: 96 percent of dissatisfied customers dont complain.
They just walk away, and youll never know why. Thats because they often
dont know how to complain, or cant be bothered, or are too frightened, or
dont believe itll make any difference. Whilst they may not tell you whats
wrong, they will certainly tell plenty of others. A system for unearthing
complaints can therefore be the lifeblood of your business, because customers
who complain are giving you a gift, theyre still talking to you, theyre giving
you another opportunity to return them to a state of satisfaction and delight
them and the manner in which you respond gives you another chance to show
what youre made of and create even greater customer loyalty.
The recession presents some unique challenges to customer retention management.

But the current climate also provides opportunity for businesses that know how and
when to act. Here are four key customer retention strategies to help you keep your
customers coming back:
(a)
Ask for feedback: Most dissatisfied customers will simply walk away from a
business rather than make their displeasure known. Thats why its essential to
be proactive about getting feedback.
(b)
Expand your offerings: If you can expand your product or service line, you
stand a better chance of continuing the relationship with customers who feel a
need to tighten their budgets
(c)
Offer loyalty rewards: This tried-and-true technique remains powerful,
especially if your customers perceive real value in the reward. You dont need
to break the bank to offer rewards like frequent-buyer discounts or a punch
card good for free service after 10 visits.
268
Lead the conversation: Effective use of online communications tools is

essential for owners of growing businesses.
(d)
Tips: Ask your student to identify the customer retention strategies and practice
them retail hyper markets.
Session Plan 3: Customer Retention Strategies

1. Session Topic: Customer Retention Strategies
2. Objectives: To develop students knowledge, skills and abilities to identify
concept of customer retention and various customer retention strategies.
projector.
4. Preparations


5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the customer retention strategies.
case studies etc.
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5.2
Practical Session
1. Ask your student visit a retail outlet or a mall located in your area and enquire
about customer retention strategies they implement.
2. Compile a list of customer retention strategies including customer lifetime
value, maintaining database, loyalty programs etc.
3. Explain the significance of customer retention strategies.
4. Enlist the strategies that help to bring lost customers back.
Tips: Ask your student to identify the customer retention and practice the
customer retention strategies.
5.3
Process
1. Conduct group discussion on the customer retention strategies.
2. Ask the students to maintain the database for compile a list of customer
retention strategies including customer lifetime value, maintaining database,
loyalty programs etc.
3. Role play to act as customer service associate and perform how to develop
customer retention strategies.
4. Conduct group discussion on the strategies that help to bring lost customers
back.

Part A
Differentiated between maintaining and retaining customers.

Differentiated between employee retention and customer retention.
Part B
What is customer retention
What is life time of customer?
Why do we need complaint management system?
Who is the responsible for customer retention?
Why retention is important for customer and company?

270
What are the basic principles customer retention?
Part C
Yes
No
Able to identify the various areas for retendering

customers.
271
Session 4: Handling Customer Grievances

Relevant Knowledge
Rules for Attend the Customer Complaints
To respond to a customer who has several legitimate complaints you must keep these
seven rules firmly in mind.
Listen with understanding and sympathy
This diffuses anger and demonstrates your concern. Tell the customer something such
as "I am sorry you have been inconvenienced. Tell me what happened so that I can
help you. It is vital to show a sincere interest and willingness to help. The customer's
first impression of you is all important in gaining co-operation.
Never, ever blame or make excuses
Instead, take full responsibility and the initiative to do whatever you can to solve the
problem as quickly as possible.
Record what the customer tells you
Whenever you hear an important point say "let me make sure I understand; you were
promised delivery on the 10th and you did not receive the product until the 1st of the
following month.
Find out what the customer wants
Do they want a refund, credit, discount or replacement? The customer is complaining
because he/she has a problem and wants it solved as quickly as possible. Find out
what their problem is so you can work towards it and not towards a solution they do
not want.
Propose a solution and gain the customers support
When the customer tells you what he or she wants the solution is usually obvious.
State your solution in a positive manner. "I will be happy to give you a full credit for it
or other merchandise. Is that acceptable for you? If it is acceptable, act promptly.
272
Ask what they would consider a fair alternative

Never let a customer lose face. If you cannot meet their request, say so, but never
say they are wrong, and never get into an argument with a customer. It is vital to be
considerate of the customers feelings and to be courteous. Sometimes the customer
knows full well that there is nothing you can do. All the customer really wants is
someone to hear and respect his or her point of view, and you can always give them
that.
Follow up within a few days
This last tip should ensure that the relationship is strengthened and you may well gain
additional business. Do remember that, a customers loyalty is only as strong as the
success of their last contact with you.
Tips: Ask your student to identify the rules for attending the customer
complaints.
Reward Customer Loyalty

Everyone knows the statistics about how much easier and cheaper it is to retain a
customer or client than to get a new one. But all too often these are the very people
we forget about or take for granted, especially when your business is growing and you
are focused on bringing on board all those new customers. So try these ways to
reward customer loyalty.
1. Discounts: Offer existing customers a discount for additional services they take
or give a volume discount for larger purchases. Be prepared to go further for
your loyal customers.
2. Exclusivity: Offer an exclusive product, service or event that is only available
for current customers. Make it unique, original or different and clearly show
that this is for long term customers only.
3. Donations: Be bold in how you support your very top customers how about a
charity donation to a cause of their choice.
4. Gifts: Give all your customers a gift at Christmas again make it personal and
different (no one is impressed with a small box of chocolates!), maybe a
related and relevant book that you have picked.
5. Declare it upfront: Talk to new customers about what will happen if they stay
with you for the long term dont be embarrassed that you give more to long
term customers, be open about it as a positive business approach.
6. Do it early: Never wait until your customer leaves or threatens to leave and
then offer them the world to stay. Not only will you hack them off massively,
but even if you keep them in the short term, you will not have a loyal customer
in the long term.
273
7. Trials: Use loyal customers to trial new products and services not only will
you get better feedback, but your customers will feel they are ahead too.
Tips: Ask your student to identify the procedure to reward the customer loyality.
Handling Complaints over Email

Every email that goes out from your customer service team has your company's brand
in the signature line, it puts your corporate reputation on the line, and at the
fingertips of a disgruntled customer, your emails can be plastered all over the
Internet by way of a powerful blog.
The big problem with consumer email response is many emails are just plain sloppy.
They are filled with mistakes that make companies look unprofessional. Most people
don't review or edit their emails - they just hit "send"- and when they do, they are
putting an entire brands credibility on the line.
Email customer service (or E-Service) is supposed to give customers quicker answers
and solutions while allowing companies to slash operations costs. When email threads
go back and forth unnecessarily because questions arent answered, operations costs
exceed the cost of telephone interactions. And sloppy emails rob companies of
credibility. Basic steps for e mails are as under:
1.
Read the customers email in its entirety: An excellent way to ensure you
respond to every question in the customers email is to copy the customers
email and paste it into your reply back. After pasting the customers content
into your reply, go paragraph by paragraph through the customers email and
type your response after each of the customers paragraphs. You are, in
essence, taking the customers email and breaking it into little workable
chunks and easily addressing every single issue. (After addressing the
customers questions completely, you, of course, delete the pasted
paragraphs.)
2.
Open your email with Thank you: A lot of companies begin complaint
response emails with - We have received your email dated Dont do this.
The fact that youre responding to the email is irrefutable proof that you have
received the customers email. Instead of wasting words, immediately go into a
response designed to restore the customers confidence and regain their
goodwill.
Thank you for taking the time to write to us. Thank you for your email. We
appreciate customers who let us know when things arent right.
Thank you so much for taking the time to write to us. We appreciate the
opportunity to clarify what we think has happened. (This is ideal for a
274
3.
4.
5.
response email to a customer who is actually responsible for the error or when
you cannot honor the customers request for a refund or exchange.)
Apologize: Most company replies to emails that describe problems do not
include an apology. To not apologize to a customer who has experienced a
problem is to miss an opportunity. Making an apology to customers after things
go wrong is positively related to satisfaction with the companys recovery.
When your employees apologize to customers, they convey politeness,
courtesy, concern, effort, and empathy.
Explain why or how the problem happened: A vital, but often overlooked
element of customer recovery is to provide an explanation for how or why the
problem happened. Taking the time to explain to a customer what might have
caused the problem helps organizations re-establish trust.
Customers will always appreciate you taking the time to explain why the
problem occurred and again, this gesture on your part helps to re-establish
trust.
Offer compensation if applicable: When the problem is clearly the fault of the
company, recompense (in the form of discounts, free merchandise, refunds,
gift cards, coupons, and product samples) will help you restore customer
confidence and regain goodwill.
Proof your Email
You are going to have to invest a little time to read and re-read every line of
your emails to make sure they look and read professional. Here are some hard
and fast emails proofing tips:
*Point with your finger and read one word at a time. Yes, this will take some
time, but youll be amazed at how many mistakes you capture this way.
*Read your email aloud and silently.
*Proof for only one type of mistake at a time. Do one read through just for
punctuation, another for word usage, and another for accuracy of your
message.
*Print your email out and read it.
6.
*Start at the final paragraph of your email and read it backwards.

Respond as quickly as reasonably possible: The average company takes 2 days
(46 hours) to respond to a customers email. This is not okay with customers.
You need to shoot for responding to emails within 2 to 4 hours. Is this easy? No,
but you need to align your processes and manpower to make it happen.
Tips: Ask your student to identify the ways to respond to customer grievances
and find out the complaint handling procedure by e-mails.
275
Completely Restore Customer Confidence After Things Go Wrong

Every day things go wrong in the service world and we are faced with the challenge of
turning service failures into service recoveries. But what does it really take to restore
customer confidence and regain goodwill?
1.
Courtesy: Certainly, anyone in the position of interacting with customers must
be friendly, helpful, polite, courteous, and flexible. These attitudes and
behaviors are not just nice, but they are indeed expected. But when it comes
to complaint handling specifically, we know that employee politeness while
addressing the issue helps diffuse the problem in the customers mind.
2.
Apology: Making an apology to customers after things go wrong is positively
related to satisfaction with the recovery. A genuine apology can actually
strengthen a customers emotional bond to a company, leaving him or her more
emotionally connected than customers who never experienced a problem.
3.
Justification: Taking the time to explain to a customer what might have
caused the problem helps organizations re-establish trust.
4.
5.
Providing an explanation can be as simple as saying, Thanks for taking the

time to let us know about _______. We appreciate customers who let us know
when things arent right. Heres what we think may have happened .....
Resolution: When given this second chance, companies must bend over
backwards to fix the problem and restore customer confidence. When a
company fails to resolve the issue, the customer is left hanging, she begins to
lose trust in the organization, and feels like voicing the complaint was a waste
of time.
Compensation: Reparation (in the form of discounts, free merchandise,
refunds, gift cards, coupons, and product samples) after a service failure has
been found to restore equity and improve customer satisfaction.
Tips: Ask your student to identify the ways to completely restore customer
confidence after things go wrong.
Complaint Handling Mechanism

Company and employees should do following things:
Maintain centralized customer information
Record investigation notes
Create actions/tasks with due dates and reminders
Assign actions to other individuals with due dates and reminders
Create and send emails from within a case record
Use template letters
Record resolution provided to customer
Create follow-up actions/tasks
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Track time and cost

Generate corrective actions
Track requests for defective product samples
Keep clear audit trail or history of actions on a case
Attach documents of any kind
Customer complaints and feedback are a goldmine of information that can improve
customer retention and profitability.
1.
Listen carefully to what the customer has to say, and let them finish: Don't
get defensive. The customer is not attacking you personally; he or she has a
problem and is upset. Repeat back what you are hearing to show that you have
listened.
2.
Ask questions in a caring and concerned manner: The more information you
can get from the customer, the better you will understand his or her
perspective. Ive learned its easier to ask questions than to jump to
conclusions.
3.
Put yourself in their shoes: As a business owner, your goal is to solve the
problem, not argue. The customer needs to feel like youre on his or her side
and that you empathize with the situation.
4.
Apologize without blaming: When a customer senses that you are sincerely
sorry, it usually diffuses the situation. Don't blame another person or
department. Just say, "I'm sorry about that.
5.
Ask the customer, What would be an acceptable solution to you?: Whether
or not the customer knows what a good solution would be, Ive found its best
to propose one or more solutions to alleviate his or her pain. Become a partner
with the customer in solving the problem.
6.
Solve the problem, or find someone who can solve itquickly: Research
indicates that customers prefer the person they are speaking.
Tips: Ask your student to identify the complaint handling mechanism.
Deliver Excellent Customer Service

Use the following four step system to deliver excellent customer service:
1.
Listen: Let the customer voice their complaint without interruption. The
biggest mistake is second guessing a customer gripe and trying to cut them
off before they have finished their story. Use this time as your chance to
identify what it is they are REALLY upset about. Remember, dont take it
personally. Its probably not about you.
2.
Acknowledge: Say you understand and are sorry for the situation! The
customer wants your attention and understanding. You wont lose dignity or
concede to being wrong by making the customer feel that you understand their
frustration. Remember, you are saying you understand. You are not saying you
277
3.
4.
agree or will give them the moon. Theyll also be more receptive to your
solution.
Solve: Offer the customer real solutions, telling them what you CAN do for
them. Dont dwell on what you cant do. You might begin by asking what they
would like you to do. They may actually require very little. Sometimes we
hear I want my money back instead of I want to exchange this. Resolve
the complaint on the spot whenever possible. If you plan to deal with it later,
tell them exactly what you plan to do and when. Make sure you follow up and
do it!
Be careful how you tell a customer a solution. For example, if you say, Marys
the only one who can give you a refund you have as much said, Mary will
give you a refund. This may or not be what Mary wants to do. Dont pass a
complaint off for someone else to fix. Listen and put yourself in the customers
shoes.
Thank: And as always, thank them for shopping with you. Remember, if they
are satisfied, theyll tell everyone on Facebook, Twitter and Yelp just as they
will if they dont get satisfaction.
Tips: Ask your student how to deliver excellent customer services in the retail
stores.
Handle the Complaints

It is important to handle customer complaints properly. You want to keep customers
happy otherwise they will most likely stop shopping there at your company. Here are
ten tips on how to handle customers complaints properly.
1. Show that you care about the issue and want to improve the situation as
quickly as possible. You want them to know that you care. Be friendly, smile,
and be kind.
2. You need to make sure to give them a free gift card or major discount in order
to make up the complaints. You want them to feel happy enough to want to do
business with your company again.
3. Listen to what the customer has to say. Don't look bored. Don't sigh. You want
to pay attention to what the customer has to say to you. You don't want to roll
your eyes either. You need to handle the situation in the correct way.
4. You need to ask the customer what will make them happy and what they
suggest to do about the issue. It is important to ask them what they suggest to
do since it implies that you care about their opinion.
5. Ask them if the gift card or discount is good enough for them. If they want
something else such as a free item then make sure to give it to them. You don't
want them to leave the company being unhappy due to a situation.
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6. You need to write down the complaint. You need to make sure that the proper
paper-work is filled out regarding the complaint. You want to make sure that
the complaint is on file just in case the same incident happens in the future.
7. Let the store manager and other staff know about the situation. They need to
know what goes on in the company regarding any complaints that customers
may have.
8. Take complaints about prices seriously. If a person can get a better price
elsewhere on a product then make sure to match the price. It will make the
customer feel like that you care about them getting the most for their money.
9. Make sure that you remain professional. Nobody wants to deal with someone
who is unprofessional. Make sure that the customers know that you are
concerned and want to correct any mistakes that the company has made.
10. Don't have a bad attitude towards the customers. Customers aren't impressed
with grumpy staff that doesn't care about complaints.
Tips: Ask your student to identify the ways to handling complaints.
Session Plan 4: Handling Customer Grievances

1. Session Topic: Handling Customer Grievances
- Discuss ways to respond to customer grievances
- Identify how to reward customer loyalty
- Find out the complaint handling procedure
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
279

presentation.
students.
5. Discuss case study on the ways to respond to customer grievances.
case studies etc.
5.2
Practical Session
1. Ask your student to visit a nearby mall and enquire about various types of
customer complaints.
2. Ask your student to visit to the retail store and observe how to handle
customers complaints.
3. Identify the ways to respond to grievances from customers and select the
means to handle complaints over e-mails.
4. Evaluate the significance to reward customers for loyalty and enlist the ways to
reward loyal customers.
5. Demonstrate customer complaint handling procedure and analyze the four
steps system to deliver outstanding service to customers.
Tips: Ask your student to identify the ways to respond to customer grievances
and find out the complaint handling procedure.
5.3
Process
1. Conduct group discussion to discuss importance of documentation in retail
transportation.
2. Ask the students to prepare charts on handling customer grievances.
3. Role play to act as customer service associate and perform to identify the
customer grievances.
4. Role plays on the process of complaint handling procedure.

280
Part A
Differentiated between retention and grievance handling.

Differentiated between grievance handling and complaint management.
Part B
What is grievance handling?

What is complaint?
Why do we need grievance handling?
What is the role of Employee and Employer in grievance handling?
What are the common methods for grievance handling?
What are the basic principles of grievance handling?
Part C
Yes
No
Able to identify the various areas and methods for

grievance handling.
281
RS307-NQ2012
Health, Safety, Hygiene in

Retailing
282
Introduction
You must have the experience of slipping on the

banana peel thrown by another person at a public
place? If not, then you are a lucky few who did not get
hurt due to the negligence of the others. It is a
common phenomenon in public places where vendors
sell fruits and people do not bother throwing the peel
on the road.
At home too, you must have experienced injury due to hazardous tools, equipment,
and materials. For instance, while working in the kitchen, your mother might have at
times hurt her finger with a knife. Similarly, workers in industry, factories,
warehouses, and organizations are exposed to various hazards.
Occupational Health and Safety (OHS) is an
area concerned with protecting the safety,
health and welfare of people engaged in work
or employment.
Health and safety of people are important
aspects for an organizations smooth and
effective functioning. Good health and safe
performance
ensures
an
accident-free
industrial environment.
The goal of occupational safety and health procedures and programmes is to establish
and foster a safe and healthy work environment for all workers. The occupational
health is often given less attention than occupational safety as the former is
considered more as a personal issue.
283
In this Unit, you will develop an

understanding of the different health care
activities in retail organizations, skills for
personal grooming for convincing the
customers in the retail business, various
types of hazards that may occur at the
workplace and the relevant occupational
health and safety requirements and measures
for retail operations. You will understand
how to know health care activities, acquire
the relevant skills required for personal
grooming, identify and manage hazards and
find out the suitable work safety measure for
work done safely.
284
Session 1: Health Care
Relevant Knowledge
The prevention, treatment, and management of
illness and the preservation of mental and physical
well-being are through the services offered by the
medical and allied health professions are called the
health care.
Healthcare retail is providing cash-and-carry,
health-related products, along with convenience
and gift items, directly on the healthcare campus
through professionally run stores, e-commerce or
catalogs.
Offering this level of convenience is an enormous benefit to patients, as well as
caregivers, physicians, visitors and employees. Customers can get exactly what they
need, when they need it; from the place they trust most - the hospital or clinic.
A large number of Retail,
Wholesale
and
Department
Store Union (RWDSU) members
are employed in the retail
industry, and they face as many
health hazards as people
employed in jobs that are
generally believed to be more
dangerous. Retail jobs require
repetitive
motions,
heavy
lifting, long periods of standing
and other hazards that can
result in injury. Retail workers
need to be aware of the risks
they face on the job and how to avoid them.
285
Health Care Activities

Clinics in Retail Stores
Wal-Mart currently has
over 40 clinics operating
in its stores and plans to
partner with healthcare
providers and healthcare
entrepreneurs to open
600+ clinics in the next
couple of years, with a
potential for more than
2,000 clinics in its stores
in
the
foreseeable
future.
The ever escalating costs
of healthcare, this is a
move towards delivering
right quality, right priced healthcare with price transparency accessible to millions
who otherwise cannot afford treatment today, but have a reasonable expectation for
value for their healthcare dollars similar to their spend in other areas.
The retail clinics are anticipated to be operated by third party physicians and nurse
practitioners with practice management (patient registration, billing, e-prescribing)
and Electronic Medical Records (EMR) software provided by E-Clinical Works.
The promise in addition, to the quality of treatment delivered is the use of Electronic
Health Records (EHRs) to ensure transparency, accuracy and portability to assure a
better customer experience.
Indoor Air Quality and Pollution
Most retail stores are in "closed" buildings, where windows cannot be opened easily
and doorway exits are often in remote areas.
Indoor air pollution is caused by the build-up of vapors, particles, molds, fungus and
bacteria in building air. The indoor sources of these pollutants can be human waste,
cigarette smoke, fuel-fired furnaces, building materials, furnishings, cleaning
products, store consumer products, asbestos and pesticides. Molds, spores, fungus and
bacteria can accumulate in standing water, wet furnishings, furnace water, and air
ducts. Meat wrappers can be harmed by the vapors of burning plastic wrap.
286
Polluted outdoor air can be drawn into a building via the air intakes. Gases and
particles from truck exhaust, as well as other pollutants from the area are common
indoor air pollutants.
If unchecked, these pollutions can cause severe respiratory ailments. All workplaces
where these risks are present need an effective mechanical ventilation system.
The system in your store may include a series of fans, ducts, heating or cooling coils,
vents, and hoods. A single air handling unit may handle several zones with different
requirements within the store. A mechanical system must bring in fresh outdoor air,
mix it with the air that is already circulating inside the store and distribute the
conditioned air to all areas, including stock rooms, via ducts.
Ergonomics
The basic idea of ergonomics (the study of workplace design) is to design the
workplace to fit the worker and not change the worker to fit into a poorly designed
workplace. Work stations must be adjustable to be able to accommodate the wide
variety of heights and strengths of retail workers.
The best height for a working surface depends on the worker and whether or not he or
she stands or sits. The ideal height is generally between 2 to 4 inches below the elbow
for delicate work and between 6 to 18 inches below the elbow for heavy work. The
solution for working surface height is to make the surface adjustable to accommodate
each worker.
A workstation that allows for alternating between sitting and standing is important, as
is room to move about without awkward motions and decent lighting.
Repetitive Motion Illnesses
In many areas of a retail store there are workers performing jobs that require
repetitive bending and twisting of the hands, wrists and upper body. These tasks
often place excessive stress on muscles, tendons, blood vessels and nerves. These
repetitive motions frequently result in conditions such as carpal tunnel syndrome,
tendinitis, ganglion cysts and tenosynovitis. These conditions are serious, causing
pain, loss of use of the hands and wrists and permanent damage.
Correct ergonomic design is one of the most important ways to avoid these kinds of
illnesses. Eliminate the twisting and bending caused by poorly designed tools and
workstations is the only way to reduce the risk.
287
Lifting, Carrying and Standing

Lifting is an important part of all retail store work.
Cashiers lift groceries during the whole work shift;
stock clerks put products on shelves throughout the
day, and department store staff stock and retrieve
products from stockroom shelves frequently. These
tasks contribute directly to the high rates of back
injuries, lower back pain, hernias, heart and
circulatory problems among retail store workers.
There are several important guidelines to follow when
performing these tasks. Loads that seem too heavy for
you to lift should be broken down into smaller units so
that they are manageable. Mechanical lifting devices
should be used to lift loads that are too heavy. If no
mechanical device is available, have a co-worker help.
Heavy loads should not be lifted directly from the floor. Products should be stored at
least 18 inches above the floor and not above shoulder height. A ladder may be
necessary to be able to reach high items. A table may be necessary to bring products
up to comfortable heights.
Lift slowly and evenly. There is no evidence that back belts prevent back injury.
When performing carrying tasks, it is important to bring the load close to your body.
Use handles or cut handles on cartons.
Avoid awkward postures such as twisting and turning while carrying a load. Wear
comfortable clothing and shoes. Rest and stretch muscles as frequently as possible,
take breaks, when possible.
Standing can cause varicose veins and back fatigue, aching feet and muscle strain,
among other ailments. Anti-fatigue mats made of a soft material, foot rests, stools
and chairs can help relieve the constant pressure of standing for long periods of time.
Computer Operators and Data Processors
RWDSU keyboard operators, telephone operators and other members use computers
that come in a variety of shapes and sizes. One size workstation will not fit everyone.
The key to a safe computer workstation is ensuring that it fits the user, is adjustable
and comfortable.
288
The monitor should be placed 18-30 inches from the user and the top of the monitor
should be level with the users eyes. The keyboard should be detached from the
monitor screen. It should be flat or slightly angled. Both should be easily adjustable.
The seat height and armrests should be adjustable and the width should be a
minimum of 18 inches. The seat pan should be contoured and cushioned. The backrest
should support the lumbar region. Foot rests should be provided.
The other rules of ergonomic design, like good lighting and space, are also necessary
to avoid the risk of repetitive motion illnesses.
In the next issue of the Record, other workplace hazards of the retail industry will be
examined.
RWDSU members employed in retail face an exhaustive list of hazards on the job. It is
important for them to be aware of those dangers, as well as their employers
responsibilities in ensuring a safe workplace.
Fire Prevention
Fire hazards often exist in retail
stores due to flammable and
combustible materials, electrical
malfunctions, open flames, sparks,
hot surfaces, smoking and unsafe
storage of chemical products. Your
employer must have an emergency
plan for how to evacuate the store,
who to call in case of fire, and job
tasks for people responsible for
evacuation. Exit paths should not be blocked and must be
clearly marked with exit signs that are lighted. It is better
to have a pre-emergency plan than for chaos to result
when a fire breaks out, causing loss of life and property
damage.
Fire extinguishers must be available, and workers should
be trained in how to use them. They must be the correct
type for the hazard: type A for combustibles, type C for
electrical equipment and type ABC for general fires. Fire
extinguishers must be inspected regularly to ensure that
they are in good working order. The needle gauge must be
289
at the 12:00 oclock position and the nozzle in good shape. Sprinklers must be
installed and inspected at least once a year.
Good housekeeping and proper storage and
disposal of combustible and flammable
materials are the most important steps in
preventing fires in a retail store. The
employer must allow time in the work day for
this type of work to be done.
Floors Slips, Trips and Falls
Slips, trips and falls are common causes of
injuries in all retail stores. Wet, slippery floors around produce, meat, fish and
freezer areas are especially hazardous in grocery supermarkets. Similarly, aisles that
are cluttered with boxes and uneven cracked flooring are all hazards commonly found
in department stores.
All spills need to be cleaned promptly, and time needs to be allowed to clear clutter
and waste from the aisles.
Machine Guarding
Many bakery, deli, meat and fish department workers as well as store carpenters and
maintenance staff, use electrical equipment that can cause serious cuts, bruises,
amputations, crushed bones and other injuries. The machines include saws, meat
grinders, slicers, mixers, trash balers and garbage disposal units. The moving parts
must be guarded to prevent body contact with the machine, and chain mail gloves
should be provided for cleaning them. Moving parts include belt drives, shear points,
nip points pulleys, sprockets, blades, saw blades, rotating and flying parts.
In the deli or meat department, blades on the slicing machines must have machine
guards to help prevent accidents. Non-automatic slicers must have a handhold
protected from the blade. All slicers must be kept sharp so that force is not
necessary. Deli workers should not wear loose clothing, which might get caught in the
blades of a machine.
Trash Disposal
Trash disposal is a hazard that is present in most retail store situations, and it must be
dealt with cautiously to ensure that nobody is hurt. Trash compactors and loading
doors should be interlocked with the drive mechanism so that the unit cannot be
operated unless the door is fully closed. Balers should have two handed stop and
290
operating buttons that make you push both buttons simultaneously to operate. This
keeps your hands at a safe location and distance from danger. The feed throat on
garbage disposal equipment and grinders should be guarded so that hands cannot
come into contact with the moving blades.
Electricity Shocks
RWDSU members in department stores, supermarkets and other retail stores may face
hazards from exposure to live electricity. Contact with energized equipment can
cause shock, burns, startle accidents and even death.
Electric shock injuries are a danger when retail workers are exposed to live wiring,
temporary wiring and damaged electrical equipment, especially when adequate
training has not been given. The Occupational Safety and Health Administration
(OSHA) estimates that more than half of all electric shock deaths and injuries can be
prevented if employers provide training about electrical hazards and institute safe
working practices.
In supermarkets, slicers, grinders, saws and other electrical appliances have exposed
non-current carrying metal parts that can cause electrical shock when used near
water. There is also the potential for shocks during routine maintenance and servicing
if electrical lockout and tag out is not used to de-energize the powered equipment.
In department stores and other retail stores, exposed temporary wiring and damaged
flexible cords can cause injury. Product displays and newly designed areas are
frequently installed without permanent wiring. Back of the store stockrooms may
have damaged wiring, temporary fixtures and obsolete electrical equipment. Retail
workers should visually inspect all electrical wiring regularly to check for breaks,
fraying, and other defects. All electric outlet boxes should be covered. All switch
boxes and circuits should be labeled.
Ground Fault Circuit Interrupters, which shut
off electrical current in the event of a leak,
should be used whenever possible, and
electrical lockout and tag out, which prevents
accidental start up of machinery during
maintenance, should be practiced at all
times.
Working in the Cold Places
RWDSU members who work in cold
environments like freezers, cold box storage
291
rooms and refrigeration trucks need proper protection from the cold. Protection from
the cold can be attained by wearing proper clothing and the redesigning of your
working situation. Your employer should train you in the health hazards associated
with exposure to cold, the early signs of overexposure, proper clothing and the safe
work practices to use when working in cold temperatures. Clothing should be
lightweight, waterproof and layered.
Machinery, tools and jobs should be designed to make them less hazardous. Since
clothing is bulky and there is loss of manual dexterity due to clothing and the cold,
tasks should be redesigned with this in mind. Attention should be paid to spacing of
handles, knobs and other mechanical parts. Tool handles should be easy to grasp.
Metal parts should be insulated.
Tips: Ask your student to identify the health care in retail hyper markets.
Responsible for Workplace Health and Safety

Everyone in the workplace, including you, your co-workers, your supervisor, and your
employer, has a responsibility to protect you and the people around you from injury
thats the law. Knowing about these responsibilities will help you work safely and
contribute to making your workplace safer.
Responsibilities as a Worker
Know and follow the health and safety requirements that are relevant to your
job.
If you dont know how to do something safely, ask for training before you begin
work.
Work safely, and encourage your co-workers to do the same.
Correct any unsafe conditions immediately (for example, spills or loose
electrical cords) or report them to your supervisor.
Immediately report any injury to a first aid attendant or supervisor.
Take the initiative. Make suggestions to improve health and safety.
Employers Responsibilities
Provide a safe and healthy workplace.
Ensure that you and your co-workers are adequately trained, and keep records
of your training.
Provide a comprehensive occupational health and safety program, including a
written health and safety policy (you can ask to see a copy) and an incident
investigation procedure.
Support supervisors, safety co-coordinators, and workers in their health and
safety activities. A good employer encourages safe work practices at all times.
292
Take action immediately when a worker or supervisor reports a potentially

hazardous situation.
Initiate an immediate investigation into incidents.
Provide adequate first aid facilities and services.
Provide personal protective equipment (PPE) where required.
Supervisors Responsibilities
Instruct you and your co-workers in safe work procedures.
Train you for all assigned tasks, and check that your work is being done safely.
Ensure that only authorized, adequately trained workers operate tools and
equipment or use hazardous chemicals.
Ensure that equipment and materials are properly handled, stored, and
maintained.
Enforce health and safety requirements.
Correct unsafe acts and conditions.
Identify workers with problems that could affect safety at the worksite.
Follow up with interviews and referrals where necessary.
Formulate health and safety rules, and inspect the workplace for hazards.
Tips: Ask your student to identify the health care problems and find out the
responsibilities of different players in retail stores to take workplace
health and safety measures.
Rights to Health and Safety

If you are asked to supervise other workers, make sure you have been trained to do
the job and understand your responsibilities. Not only do you have a duty to work
safely; as a worker you also have several basic rights related to health and safety:
The right to know and be trained in safe work practices in all aspects of your
job and how to recognize on-the-job hazards
The right to supervision to make sure you can work with minimal risk
The right to participate in health and safety matters, either directly or through
a joint health and safety committee or worker representative
The right to employer-provided safety equipment required for your job,
although you are responsible for providing your own safety footwear and
headgear.
The right to refuse work, without being fired or disciplined for refusing, if you
have reasonable cause to believe that the work process, equipment, or
environment poses an undue risk of injury to you or another person.
293
Refusing Unsafe Work

If you think a task is likely to endanger you or your co-workers, dont be afraid to
speak up. Follow these guidelines to refuse work that you believe is unsafe:
Explain to your immediate supervisor why youre not comfortable.
If your immediate supervisor is unavailable or doesnt give you a good answer,
go to his or her supervisor.
If you are still not satisfied, talk to your worker health and safety
representative, a member of the joint committee, or a shop steward.
If you are still unable to resolve the issue.
Tips: Ask your student to analyze the rights to follow the health & safety and
find out the suitable solutions for reducing the unsafe work.
Session Plan 1: Health Care

1. Session Topic: Health Care
- Describe the health care activities and heath care rights in retail organizations
- Identify the responsibilities of employers and employees for workplace health
and safety
- Explain the principles of ergonomics, indoor air quality and pollution in retail
organizations
- List out the unsafe working conditions
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
294

presentation.
students.
5. Discuss case study on the health care activities.
case studies etc.
5.2
Practical Session
1. Ask your student to visit to a retail store to observe relevant practices adopted
to maintain hygiene.
2. Ask your student to visit to a retail store to observe relevant practices adopted
to prevent pollution.
3. Analyze the health care aids and activities in retail organizations and
demonstrate the rights to health and safety.
4. Enlist responsibilities of employers in provision of health and safety at work.
5. Analyze responsibilities of workers and supervisors in managing health and
safety at workplace.
6. Demonstrate about the ergonomics at workplace and apply measures for
repetitive motion illness, lifting, carrying, standing and fire prevention.
7. Identify causes and prevention of floor slips, trips, falls, and electric shocks.
8. Identify the unsafe working conditions and follow the guidelines to refuse
unsafe work.
Tips: Ask your student to identify the health care problems and find out the
suitable solutions for reducing the health care problems.
5.3
Process
1. Conduct group discussion on ways to make health conditions safer.
2. Ask the students to prepare charts on health care activities.
3. Role play to interview a retail store owner to state the measures adopted by
him to ensure health and safety at the store.
4. Role plays on the practice methods of prevention of floor slips, trips, falls and
electric shocks.
295

Part A
Differentiated between different health care activities.

Differentiated between hazardous and non-hazardous products.
Differentiated between different types of hazards and chemicals.
Part B
What are health care activities in retail business?
What is the importance of effective health care in retailing?
Why do we need to exercise daily for your health care?
What kind of health care measures taken for handling machineries and
equipments in the retrial business?
What are the different types of hazardous products?
Part C
Yes
No
Able to identify the various kinds of health care activities.

Able to practice health care activities for reducing the health
deceases.
Able to identify the health care measures taken for handling
machineries and equipments in the retrial business.
296
Session 2: Personal Grooming

Relevant Knowledge
Skills and knowledge of self-care, social interactions and situational etiquette
converts an individual in to a bright Radiant being. Awareness and information is the
core of an individual. Being in vogue & showcasing taste & lifestyle is what helps in
creating an attractive individual. The right attitude, grooming, presentations and
conversations are the key to a happy and peaceful relationship and journey ahead.
Being in sync with all situations
together a party of making
conversations, cooking up the best
showcasing the best spread, you
modern urban individual.
of putting
the right
meals and
can be a
Come to the new beauty bible's going to go

back to basics giving you the products
techniques and tips you need to maximize your
assets. There is loads of hope; good makeup, skin & hair await you. The following
skills to be learn:
Basic Skin care
Basic hair care and styles
Basic Make up I
Basic Make up II
Have a social success makeover. If you are poised
and confident you will come across more
positively. You will project positive attitude. Your
attitude will go to altitude. Walking with high
heels to greeting someone, learn here are:
Conversational skills
Social graces (art of walking, sitting, greeting)
Deportment (posture gesture)
Learn food techniques you would like to implement dining with style in formal
restaurant is great skill to be learned. Knowledge of stylish cutlery and crockery can
give professional touch to your food.
Art of table presentation
Art of dinning
Introduction of crockery and cutlery
Restaurant etiquette
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Diet to a perfect figure. What food to eat? From keeping fit to learning self-defense.
Learn the secrets of different types of dressing. We believe every woman can develop
a personal style. It's just a matter of determining what works best for you. And that's
why we are here.
Diet and nutrition
Elegance
Art of dressing
Self defense
The chef hats indicate the level of difficulty & the clock symbol the preparation time
for each. Learn the creativity to try new culinary experiences with international
cuisines.
Lebanese
Mexican
Thai
Italian
Dressing for success includes more than just choosing the right outfit. To complete
your professional look you must also consider accessories and personal grooming.
You should always dress to impress clients, investors, and customers, because a
winning sales pitch is not enough to seal the deal. A woman's professional appearance
needs to support her professional accomplishments.
If your business attire is distracting because it is too sexy, drab, or colorful, your
business contacts may focus on how you look, not on your business skills.
Tips: Ask your student to identify the skills required for personal grooming.
Important Grooming Tips for Business Women

Perfumes, Scents, and Odors in the Workplace
Do not let the first impression you make about yourself be your personal scent
preferences.
Avoid wearing perfume and heavily scented products in all business settings.
You might like them, but they have no place in a business environment. Scents
can trigger asthma, overpower a room, and are often more offensive than
pleasing to others.
Never smell like smoke (if you smoke in a car, your clothing will always pick up
the odor).
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How to Present Professional Looking Fingernails and Hands

Women often use their hands to talk with so they become a focal point. It is
important to have hands and fingernails looking professional -- not like you are
heading out for a wild night on the town.
Nails should be clean, and trimmed or sculpted. Avoid wearing unusual or shocking
nails colors. Nail art and nail jewels are not acceptable for business meetings.
Hairstyling Tips for Business Women
Style should be neat and conservative, and preferably off the face. With few
exceptions, hair color should not be shocking or unusual (leave blue hair for
Halloween). Hair sprays and gels that have a strong scent or odor should be avoided.
Business Makeup Advice
Keep it simple and appropriate for daytime. Wearing no makeup at all is almost as
bad as wearing too much makeup.
Appropriate Jewelry for Business Women
Jewelry should not be noisy (no metal bangle bracelets), too large, or costume
jewelry. Keep earrings small, simple, and above the earlobe.
It is better to wear no jewelry at all, than to wear too much jewelry. But all
businesswomen should at least wear a nice, conservative wristwatch.
Demonstrating that you care about your personal appearance communicates to the
person you are meeting with that they are important to you. Paying attention to the
details of your appearance sends a message to others that you will also pay close
attention to business details, and the needs of your customers and clients.
What to do if you are injured on the job
By law, you are required to report any work-related injury to your supervisor and first
aid attendant as soon as possible.
Tips: Ask your student to identify the important tips for personal grooming of
business women.
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First Aid Facilities

Every workplace has to provide some level of first aid. For a small, low-hazard
workplace close to a medical facility, a first aid kit may be all that is required. Larger
worksites may require a first aid attendant and possibly a first aid room. During your
orientation, you should find out specific information about first aid procedures in the
workplace, including:
How and when to report an injury
Who to report the incident to
Where to find a first aid attendant, first aid room, or first aid kit
If transport to hospital is required, your employer is required to pay for it.
Reporting Injuries
For injuries, this generally means you must have been working when you were hurt
and the injury must have been caused by something to do with your job. For a
disease, this means that the work or the work environment must cause the disease.
Investigating Accidents
If an accident happens, your employer should have a system for investigating it and
reporting it to the management. Your responsibility in the process is to be as helpful
as you can to your employer and higher officers to get at the cause of the accident.
Tips: Ask your student to identify the first aid facilities for reducing injuries.
Session Plan 2: Personal Grooming

1. Session Topic: Personal Grooming
- Describe the skills required for personal grooming
- Identify the food techniques
- List out the grooming tips for business women
- Enlist the work related injuries and reporting them to supervisor
projector.
4. Preparations

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5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the personal grooming activities.
case studies etc.
2.
Practice conversation skills, social graces and deportment
5.2
Practical Session
1. Ask your student to interact with the beautician to learn tips on women
makeup of groomed personalities.
2. Ask your student to visit a restaurant and record the ways of table presentation
and dining.
3. Ask your student to visit the retail store to observe work related injuries while
moving goods one place to another place and how to arrange first aid
requirements the same.
4. Apply the self care including basic skin care, hair care, basic make up with the
practice of diet & nutrition.
5. Demonstrate the art of table presentation, art of dining, use of crockery and
cutlery with applying of restaurant etiquettes.
6. Apply the perfumes, scents and odors in workplace and present professional
looking fingernails & hands.
7. Demonstrate about carry proper hairstyle at workplace; wear appropriate
business makeup and good jeweler.
8. How to utilize the first aid box items at the appropriate time for removing
injuries.
Tips: Ask your student to identify the skills required for personal grooming.
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5.3
Process
1. Conduct group discussion on personal grooming activities.
2. Ask the students to list out the personal grooming activities.
3. Role play to act as beautician and perform to makeup of groomed
personalities.
4. Role plays on the art of table presentation, art of dining, use of crockery and
cutlery with applying of restaurant etiquettes.

Part A
Described the importance of personal grooming.
List out the various personal grooming activities.
Perform the personal grooming skills.
Differentiated various equipment and creams used for personal grooming.
Part B
What are the methods used for personal grooming?
What are the equipments and material used for personal grooming?
What are the major personal grooming tips?
Part C
Yes
No
Able to identify and describe the various equipment and

materials used for personal grooming.
Able to practice personal grooming tips.
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Session 3: Hazards at Workplace

Relevant Knowledge
A hazard is any source of potential damage, harm or adverse health effects on
something or someone under certain conditions at work. It is something that can
cause harm or adverse effects if not controlled. There could be many sources of
occupational hazards. Some of these include the following:
Wet or slippery surfaces
Electrical short circuits
Working at heights
Manual handling
Toxic fumes
Fire
Plant and equipment
Hazardous or sharp objects in the waste
Radiation
High-crime areas
Confined spaces like manhole, warehouse, etc.
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Categories of Hazards
There are many hazards that exist at the workplace. While some will be common to
all, others will be sector or occupation-specific. You must be able to identify the
hazards present at the workplace so that in future when you become an employee you
can identify, prevent and control various types of hazards. New hazards may arise
throughout the day and from day today.
The hazards can be categorized as follows:
(a)
Hygiene related
Contamination of hands, face and other exposed parts of the body with
solids, liquids and gases from waste (exposure to Hepatitis B).
Stepping on rusty nails, tin or iron (exposure to Tetanus).
(b)
Tools and machinery causing injury

Use of cutting and welding machines.
Heavy vehicles offloading large amount of material.
Speed of vehicles.
Unguarded machinery.
(c)
Hazardous substances/dangerous goods exposure

Flammable, explosive or hazardous substances.
Gas cylinders.
Dust or other particles such as glass fines in the air can be inhaled.
Hazardous chemicals in factories.
(d)
Working at heights/falls
Falls from ladder or buildings.
Falls from dumping platforms.
Slip, trip, fall hazards due to liquid leakages around the site.
(e)
Manual handling
Removing sharp materials from waste.
Assisting in unloading vehicles.
Manually moving large or awkward loads.
(f)
Noise
High level of constant noise from heavy plant and vehicles moving around
the site.
Wearing earplugs may render a person unable to hear vehicle movements
nearby.
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Use of mobile phones while working.
(g)
Electrical
Overhead or underground live electricity.
Poorly maintained or exposed electrical leads and plugs.
(h)
Confined Spaces
Confined spaces refer to spaces such as septic tanks, pits, manholes, silos,
containers, tunnels, etc. A person may enter the confined space if he/she is
appropriately trained and also has specific approval from the supervisor to do
so.
(i)
Fire
Common causes of fire at workplace include careless smoking, disposal of
matches, inadequate distance from the combustible materials, defective
electrical equipment, and substandard electrical wires.
(j)
Adverse health effects

Hazardous equipment and substances may cause change and to disease or
health problem. Adverse health in body function or the structures of cells that
can be effects include:
Bodily injury
Diseases
Change in the development of tissues
Effects on a developing fetus (e.g. tragedy that took place in Bhopal in 1984
due to leakage of methyl isocyanine gas also affected the developing fetus).
Effects on children, grandchildren, etc. (inheritable genetic effects).
Change in mental condition resulting from stress, traumatic experiences,
exposure to solvents, etc.
Tips: Ask your student to categorize the hazardous products and explain causes
occurred by those products, preventive measures for using such products
and equipments keeping work areas free from hazards & risk.
Classification of Hazards
Let us now try to classify the hazards. Hazards can be classified into the following
broad categories, based on their origin:
(a)
Biological: Biological hazards are caused by living organisms like bacteria,
viruses, insects, plants, birds, animals, humans, etc.
(b)
Chemical: Chemical hazards depend on the physical, chemical and toxic
properties of the chemical. The severity of the hazard depends on the toxic
properties of the chemical.
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(c)
(d)
(e)
(f)
Ergonomic: Ergonomic hazards are caused due to repetitive movements,

improper set up of workstation (e.g. computer workstation, workstation for
repair of electrical gadgets, etc.), faulty designed chairs, tools and equipment,
wrong postures, etc.
Physical: Physical hazards are caused due to radiation, magnetic fields,
pressure extremes (high pressure or vacuum), noise, etc.
Psychosocial: Psychosocial stress are caused due to violence, excessive
pressure at workplace for meeting deadlines, conflicts at workplace, etc.
Safety: Safety hazards at workplace include slipping/tripping hazards,
inappropriate machine guarding, and equipment malfunctions or breakdown.
Tips: Ask your student to classify the hazardous products and suggest suitable
preventive measures for using such products.
Handling Hazards in Retailing

If you are expected to work with hazards such as cleaning products or other
chemicals, your employer must provide training in Workplace Hazardous Materials
Information System (WHMIS). The system uses consistent labeling to help you
recognize hazardous materials. The labels provide specific information on handling,
storing and disposing of hazardous materials.
If your job requires you to use pesticides or clean up pesticide spills, you must
also be certified to handle pesticides.
If you have been successfully trained in how to handle hazardous materials, you
should be able to answer the following four questions:
What are the hazards of the products you are using?
How do you protect yourself?
What should you do in case of an emergency or spill?
Where do you get more information on these products?
Safety Tips
Read the labels on chemicals.
Use all protective equipment recommended by the manufacturer and
employer.
When you are done, store chemicals properly.
Use chemicals only as directed.
Biological Hazards Handling
Contact with blood or body fluids may be uncommon in the retail industry, but it can
and does occur. Contact with blood and body fluids poses a risk of contracting
hepatitis, HIV (the AIDS virus), and other infections. If there is a risk of exposure in
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your job, your employer must provide you with specific training in how to work safely.
Vaccination against hepatitis B must be made available at no cost to you upon request
if you have, or may have, occupational exposure to the hepatitis B virus.
Cleaning
When cleaning bathrooms you may come across blood spills and bodily wastes such as
vomit or feces. Follow these guidelines:
Use disposable waterproof gloves to avoid contact with skin.
Use disposable towels to clean up all visible materials.
Discard towels and gloves in a waterproof garbage bag.
Disinfect the area with a bleach solution.
Preventing Infection
You can be exposed to infected blood and other body fluids if a contaminated sharp
object such as a needle punctures your skin. To reduce your risk of exposure, follow
these guidelines:
Dont pick up potentially contaminated sharp objects unless you have been
instructed how to do so safely.
Wear disposable waterproof gloves.
Use tongs or pliers to pick up needles or other sharp objects.
Place needles in a disposal container specifically designed for sharps.
Look before reaching above and behind boxes, furniture, and equipment.
Dont lift garbage bags by hand from underneath. They may contain sharp,
contaminated objects.
If you think youve been exposed
Get first aid right away.
Report the incident to your supervisor.
Dealing with Emergencies
Earthquake
The basic rule is to duck, cover, and hold. Follow these guidelines:
Get under a table or desk if you can and stay there until the shaking stops.
Grab a table leg or other solid object and hold on until the shaking stops.
Stay away from objects that might fall on you.
Keep well away from glass it might shatter.
If you are in a car, stop the vehicle as soon as possible, preferably in an area
away from bridges, trees, and power lines. Stay in the vehicle.
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Evacuation
The only reasons for leaving a building due to earthquake are as follows:
The building is on fire.
There is structural damage to the building (for example, newly cracked or
buckling walls).
There is a gas leak.
If you must evacuate, follow these guidelines:
Follow the evacuation procedure for your building.
Dont panic.
Stay clear of the outside of the building windows may shatter, raining glass
down on the ground below.
Go to the pre-planned assembly point described in your employers evacuation
procedure.
Follow your workplace procedure for returning to work once the earthquake is
over.
Fire
Many things, including heating systems, cooking, discarded cigarettes, electricity,
appliances, poor housekeeping, or the improper storage of chemicals, can start fires.
Quick action can prevent a small fire from becoming uncontrollable.
Unfortunately, most people have never used a fire extinguisher or even seen one in
use, let alone taken the time to note where they are located in their building. Check
your building procedures for the steps to take in case of fire. At least remember the
following:
Review the evacuation plan for your building.
Know the location of fire extinguishers and escape routes.
If you spot an unintended fire, sound the nearest alarm.
Use a fire extinguisher only if you have been trained to do so.
First Aid
It is important to get first aid promptly if an injury occurs. All businesses should have
a first aid kit on-site. The type of kit and the need for a first aid attendant will
depend on the number of employees, the type of industry, and the travel time to the
nearest hospital. Most small retail stores require only a basic first aid kit, which
includes such items as bandages, scissors, and latex gloves.
Your employer should provide you with information on how and where to get first aid
at your workplace. Once you have received that training, you should know:
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How to get help if you are hurt but do not require an ambulance
Who to report incidents to
Whether there is a first aid attendant, first aid room, or first aid kit available
Tips: Ask your student to identify the equipments keeping work areas free from
hazards & risk.
Session Plan 3: Hazards at Workplace

1. Session Topic: Hazards at Workplace
- Learn about hazardous products, preventive measures for using such products
and equipments keeping work areas free from hazards and risk
- State various emergencies and escape routes free from obstructions
projector.
4. Preparations

students.

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the hazards at workplace.
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case studies etc.
5.2
State various emergencies and escape routes free from obstructions

Practical Session
1. Ask your student to visit a nearby mall and enquire about what kind of hazards
are there in their mall.
2. Ask your student to visit to the retail food store and observe how to handle
hazards and risks.
3. Find out an emergency occurred most recently in your locality or in any retail
mall while handling products.
4. Enlist various categories of hazards and classify them.
5. Demonstrate the handling of hazards in retailing, use of safety tips, methods of
handling biological hazards, cleaning and preventing infections.
6. Find out methods of dealing with emergencies like earthquakes & fire and
investigate measures to escape in times of those emergencies.
Tips: Ask your student to classify the hazardous products, preventive measures
for using such products and equipments keeping work areas free from
hazards & risk.
5.3
Process
1. Conduct a group discussion to find out methods to keep work environment free
of hazards and risks.
2. Ask the students to prepare charts on handling of hazards.
3. Role play to act as customer service associate and perform to serve the
emergencies occurred.
4. Role plays on the process of handling hazard at workplace.

Part A
Differentiated between various sources of hazards.
Differentiated between various categories of occupational hazards in retailing.
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Part B
What is hazard?
Why occupational safety and health is important for employees and employers?
What are the common hazards that occur at workplace in retailing?
Why do we need to study about occupational safety and health?
How to handle the occupational hazards?
How to preventing the infection?
How o deal with emergency situations?
What kind of First Aid facilities required in retail business?
Part C
Yes
No
Identify common hazards and risks at workplace.

Handle different kind of occupational hazards in retailing.
Deal with emergency situations in retail business.
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Session 4: Safety Measures at Workplace

Relevant Knowledge
The employer or supervisor must tell you about any potential dangers that they are
aware of in the workplace thats the law. Some common health and safety concerns
in retail include:
Musculoskeletal Injuries (MSIs)
Lifting and Handling Materials
Floor Slips, Trips, and Falls
Stepladders
Violence in the Workplace
Handling Money
Harassment
Shoplifting and Robbery
Working Alone
Traveling to and from Work
Knives, Box Cutters, and other Sharps
Power Tools and Equipment
Noise
Forklifts and Pallet Jacks
If you spot an instance of these or other hazards in your workplace, notify your
employer or supervisor immediately.
Musculoskeletal Injuries (MSIs)

Sprains and strains are known as musculoskeletal injuries (MSIs), are the most
common type of work-related injury. These can arise from repetitive movement or
overexertion, such as working in an awkward position or performing the same
movements repeatedly (for example, scanning items at a checkout).
It is important to recognize the early signs and symptoms of MSI. The sooner
treatment starts, the better. Signs and symptoms include swelling, redness, difficult
moving a particular body part, numbness, tingling, and pain. If you notice any early
signs or symptoms, report them to your supervisor, manager, or employer.
Depending on your companys procedures, your first step might be to report to the
first aid attendant or joint health and safety committee.
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Safety Tips
Avoid long periods of repetitive movement rotate tasks, take micro-breaks,
and change your position.
Avoid awkward positions use an adjustable chair or stool, adjust the work
area height to a good working level for you, and arrange your tools and
equipment to make things easy to reach.
Wear low-heeled comfortable shoes.
Avoid twisting your body move your feet to change position.
Ask your employer to consider replacing old or worn-out tools with tools
designed to prevent MSIs.
Tips: Ask your student to identify the safety measures and tips to control
musculoskeletal injuries.
Lifting and Handling Materials

Improper lifting and handling of heavy or bulky objects is a major source of strains,
sprains, neck and back injuries, cuts, bruises, broken bones, and hernias. Any one of
these injuries can affect the employee health.
When lifting the employee need to think about his/her posture and the force required
lifting the load. Muscles and tendons can be overloaded, especially when his/her body
is in an awkward posture.
Safety Tips
Where possible, avoid lifting and carrying heavy or awkward objects. Instead,
use mechanical devices such as forklifts, hoists, carts, and dollies.
Avoid twisting his/her back and reaching above his/her shoulders when lifting.
Get help from others.
Lift smaller loads by planning and adjusting weight distribution ahead of time.
Hold the object employees are lifting as close to their body as possible.
Avoid awkward work postures such as bending, reaching, and twisting.
Try to keep the load between employee knees and shoulders, without twisting
their body. Pivot with your feet instead of twisting your back.
Bend at employees knees, not at his/her waist. This will help the employee
keep his/her center of balance and let the strong muscles in his/her legs do the
lifting.
Lift smoothly and slowly.
Get a good grip. An employee may use his/her hands, not just their fingers, to
grip the load.
Avoid performing the same lifting task repeatedly over a long period. If
possible, vary the task with another activity that uses different muscles.
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Limit the number of shopping carts the employee collect at one time, and push
loaded carts rather than pulling them.
Working in Storage Areas

When stacking boxes and other items, stack the heaviest items between knee
and chest level to minimize lifting.
Take micro-breaks, stretch, and vary the load (alternate heavy & light items).
Make sure stacked boxes or other items are stable enough not to tip.
Use a ladder or step stool to reach high items.
Watch for ice in cold-storage areas.
Tips: Ask your student to identify the safety measures and tips to control lifting
& handling materials.
Floor Slips, Trips, and Falls

Slips, trips, and falls account for many injuries in the retail industry. Examples of
hazards include, slippery floors such as a store entrance on a rainy day, the work area
behind a deli counter, and freshly washed floors cluttered walkways in retail and
storage areas Icy patches in refrigerated storage areas dark, uneven, and wet parking
lot surfaces. The following are safety tips:
Wear well-fitting non-slip footwear.
Keep walkways and work areas clear of boxes, loose electrical cords and other
clutter.
Clean up spills right away, mark the area to warn others and report the spill to
the person responsible for ensuring the spill is cleaned up.
Dont carry more than the employee can safely handle. Get another person to
help his/her or use a dolly.
Be sure the employees can see where they are going when carrying large items.
When stocking shelves, place the heaviest items between knee and chest level.
Use a stepladder rather than a chair or crate to reach high items.
Stepladders
In retail, many falls involve stepladders. Stepladders are in almost every workplace
and home, so most people treat them as a safe convenience rather than a potential
hazard. Every year in retail organization, hundreds of workers are injured when using
stepladders that are either placed or used inappropriately. Injuries occur when the
worker falls from the ladder, the ladder tips over or collapses or fingers are caught
when folding up the ladder. The following are safety tips:
Look closely at the ladder before using it to ensure that no parts are broken,
cracked, or missing. If there is a problem, dont use the ladder report it to
your supervisor.
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Place the ladder on a firm, level surface.

Make sure it is fully opened, with the spreaders locked in place.
Never use a stepladder folded up and leaning against a surface.
Maintain three points of contact with the ladder at all times (for example, one
hand and two feet).
Keep the employees centre of gravity between the side rails, especially if they
are carrying materials. Dont lean out to one side.
Dont stand on the shelf or top two steps.
Never carry heavy, bulky, or awkward objects that may make going up or down
the ladder unsafe.
Keep the employees fingers out of the pinch points when they are folding the
ladder up.
Tips: Ask your student to identify the safety measures and tips to control floor
slips, trips, and falls.
Violence in the Workplace

Workers in the retail industry experience more cases of violence than workers in many
other industries. If the employees work alone, his/her employer must have a system
in place to ensure his/her well-being. Such a system must include check-ins at
designated time intervals and provisions for emergency rescue if it is ever needed.
Preventing Confrontations
Greet customers and make eye contact when they enter the store.
Before a person is left to work alone, check that all the doors and windows are
locked and that no one is in the washroom or storage room.
Do not resist if there is a threat of violence.
Dealing with Irate Customers
If the employee work in retail, it is almost inevitable that his/her will have to deal
with an irate customer at some point. Follow these guidelines for dealing with irate
customers:
Focus on the emotions first, try to remain calm, and try to calm the other
person.
Try to avoid escalating the situation. Find ways to help the irate customer save
face.
Listen carefully and try to put yourself in the customers shoes, so you can
better understand how to solve the problem.
If you cant address their concern, take the customers name and number and
promise to forward the information to your manager or supervisor.
If you cannot calm the person, ask for help.
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See the safety tips on the following pages for handling money, harassment,
dealing with shoplifting and robbery, and working alone.
violence in the workplace.
Handling Money
Handling money can expose you to the potential for violence. The employer of retail
organization should have procedures in place to help the employee stay safe when
handling money. The following are safety tips:
Handle money at a location away from entrances and exits.
Keep as little cash in the cash register as possible.
Place large bills in a drop box, safe, or strong room that is out of sight.
Vary the time and route for making bank deposits.
Avoid making bank deposits at night.
Dont carry money in bags that make it obvious youre carrying cash.
Make deposits with a co-worker, if possible. The coworker should face away
from the depository to keep an eye on other people in the area.
Employers can also make the workplace safer by fitting counter safes with
time-delay locks.
Harassment
An unwelcome behaviour or comment that is harmful to the work environment is
considered to be harassment. Harassment takes many forms but can generally be
defined as an insulting, intimidating, humiliating, malicious, degrading, or offensive
comment or act directed toward another person or group. This would also include
bullying, sexual harassment, and offensive displays.
Although harassment typically doesnt include physical violence, it can be very
harmful and it does affect the overall health of the work environment. The following
are safety tips:
Tell the harasser to stop. Do this right away by saying it or writing it in a letter
or e-mail. If that doesnt work, follow the next three steps.
The employees tell his/her employer or the person his/her employer has
appointed to receive and handle harassment complaints.
Talk about it with someone the employees trust (for example, a co-worker,
friend, or relative).
Write it down. To help make the employees case in an investigation, write
down each remark or incident (using the exact)
handling money and harassment in retailing.
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Shoplifting and Robbery

The main concern in the event of theft or robbery is the employee safety, and that of
his/her co-workers and customers. Money and merchandise taken during a robbery
can be replaced; people cant be.
Preventing Shoplifting in Retailing
The chances of shoplifting increase when the employees work alone.
If the employees think someone is shoplifting, contact security or someone
professionally trained to deal with the situation.
Never approach or try to apprehend a shoplifter, especially if the employees
are working alone. After the shoplifter leaves, write down as much information
about the incident as possible.
This should include the shoplifters height, weight, hair and skin colour, and
clothing. If a vehicle is involved, write down the make, colour, approximate
year, and license plate number.
Preventing Robbery in Retailing
The best way to prevent injury resulting from robbery is to prevent the robbery
from happening in the first place.
Some businesses have internal security staff and specific instructions for
dealing with robbery, but others may not.
Here are some tips to help protect the employee.
Make the store attractive to customers and unattractive to robbers
Keep the store clean, tidy, and well lit.
When there are no customers at your sales counter or checkout, keep busy by
doing tasks such as cleaning, dusting, or sweeping.
Stay away from the sales counter when there are no customers in the store.
Keep the cash register fund to a minimum ask customers for exact change or
the smallest bills possible.
Stay Alert
Be aware of cars parked across the street or off to one side of the lot.
Look for anyone who may be watching the store or loitering in or around it.
If you are concerned about a person or vehicle, do not hesitate to contact
employee supervisor or the appropriate authorities.
Know the locations of phones or available help outside the premises.
Connect with potential customers.
Give a friendly greeting to everyone who enters the store.
When a shopper is nearby, act in a friendly manner, and briefly look directly
into their eyes.
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Ask people alone in the aisle if they would like any help.
If a Robbery Occurs
Your employer will provide specific instructions for dealing with robberies. However,
the following tips may be helpful:
Keep it short: The longer a robbery takes the more nervous the robber
becomes.
Stay calm: Handle the entire situation as if the employee were making a sale
to a customer.
Obey the robbers orders: Let the robber know the employee intend to
cooperate. Hand over cash and merchandise and do exactly as the robber says.
If the employees are not sure what the robber is telling them, ask
Tell the robber about any possible surprises: Tell the robber before reaching
for anything or moving in any way. Tell the robber if another employee is in the
back room so the robber will not be startled.
Dont try to stop the robber: Trying to fight with a robber is foolhardy, not
heroic. If you dont see a weapon, always assume the robber has one.
Dont chase or follow the robber: This will only invite violence, and it may
confuse the police as to who is involved with the robbery.
Write down information immediately: As soon as the robber has left, make
notes about their appearance, mannerisms, and specific features, as well as
the time and the direction they took when they left.
Call the police or appropriate authorities: Dial 911 or your local emergency
number.
shoplifting and robbery in retailing.
Working Alone
Working alone or in isolation means to work in circumstances where help would not be
readily available to you in case of emergency, injury, or illness. To determine
whether or not assistance is readily available, ask the following questions:
Are other people in the vicinity?
Are those people aware of the employees need for assistance?
Are they willing to provide assistance?
Are they able to provide assistance in a timely manner?
The following are safety tips:
Know the employees person check procedures someone should contact the
employees regularly to make sure youre okay. These procedures should
include:
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Who will be contacting to the employee and How they will contact to his/her
(for example, by phone or in person)
What they will do if they fail to make contact?
Working at a Gas Station

Working at a gas station, particularly at night, can be hazardous. To reduce the
hazard level, your employer must follow the requirements for barriers, locked doors,
and prepayment of fuel.
Follow your employers procedures requiring vehicle fuel to be prepaid before it is
pumped. The requirement applies 24 hours a day, seven days a week, and includes
full-serve and self-serve establishments. Fuel prepayment includes:
Using pay-at-the-pump technology.
Paying cash to an attendant before fueling.
Providing a credit card or debit card to an attendant to pre-authorize a certain
amount of fuel.
Providing a credit card to an attendant prior to fueling.
For customers with a standing fuel account with the station, providing the
attendant with account information prior to fueling.
Regulation includes specific requirements for gas stations and other late night retail
premises. Late night retail premises means a retail location that is open to the public
for late night hours, including the following:
A gas station or other retail fueling outlet.
A convenience store or any other retail store where goods are sold directly to
consumers.
Tips: Ask your student to identify the safety measures to control the work alone
and working at gas stations.
Traveling to and from Work

The employer of the organization cant control the environment outside the
workplace. However, there are several things the employee can do to ensure a safer
trip to and from work.
Driving
Lock your vehicle doors and roll up windows before driving into the parking lot.
Scan the parking area for suspicious persons have a plan ready in case the
employees are uncomfortable with the situation.
Park in well-lit areas avoid alleys, wooded areas, and tunnels.
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Avoid having to reach back into the vehicle for anything.

After work, try to avoid walking to your vehicle alone, or at least have
someone watch from a window.
Taking a Bus
Plan to arrive at bus stops just before the bus arrives.
Avoid isolated or poorly lit bus stops.
If the employee see suspicious or menacing people at his/her stop, get off at
the next stop.
If possible, have someone meet the employee when his/her arrive at your
destination.
If employee is confronted
If you are attacked, scream loudly and for as long as possible. As soon as
possible, run to the nearest well-lit area.
If someone grabs your purse, deposit bag, or other property, do not resist, and
do not chase the thief.
Call the police immediately and try to recall the mannerisms of the attacker.
travelling to and from work.
Knives, Box Cutters, and other Sharps

Box cutters are common tools for retail workers, and knives and other sharps such as
meat slices are essential tools for deli counter workers. Safe work habits will decrease
the employee chances of losing time from work or losing a finger.
Using knives and box cutters
Use the right tool for the job, and make sure it is sharp.
Always cut away from the employee body.
Always store sharps separately from other tools and utensils.
Use a flat surface to cut on.
Never use a knife for anything other than cutting.
Hold the knife in the employee stronger hand.
To clean the knife, direct the edge away from the employee and wipe with the
cloth on the dull edge of the blade.
Wear leather or metal mesh gloves if the employer requires them.
When cleaning knives and sharp blades, follow these guidelines:
Clean them immediately after use or place them in a sharps only container
near the sink.
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Dont drop knives or equipment blades into the dishwasher or sink.
When using meat slices or other power equipment, follow these guidelines:
Make sure the employee have training on the specific piece of equipment, and
follow written safe work procedures.
Dont wear loose clothing or dangling jeweler that could get caught in
equipment.
Use guards and glides at all times.
Never reach across the blade.
Turn the slice off according to manufacturers instructions when not in use.
Unplug equipment before cleaning.
Use cut-resistant gloves on both hands when cleaning.
Tips: Ask your student to identify the safety measures and tips to control to
operating the Knives, Box Cutters, and other Sharps.
Power Tools and Equipment

The employee may be required to use power tools if his/her work in a hardware store
or a business such as a bicycle or furniture shop where his/her job involves assembling
product. His/her may also be required to use power equipment such as compactors,
dock levelers, carton crushers, meat slicers, or other food preparation equipment.
These tools and equipment have the potential to cause serious injury, particularly if
theyre poorly maintained or used without due caution.
Before the employee start
Never use a power tool or piece of equipment unless the employee had been
trained and authorized do so. Follow safe work procedures.
Inspect tools prior to use. Only use tools that are in good operating condition.
Check power cords daily for tears or cuts in the insulation, loose connections
(plug to wire and wire to tool), and poor ground connections. Report all
defective tools to your supervisor, and mark them Not to be used.
Wear hearing protection and tie back long hair.
Check that all guards and safety devices are in place and functioning properly.
Check that the power switch is in the off position before plugging the tool in.
Only the operator should turn the tool on.
While the Tool or Equipment is Operating
Stay with running power tools. Do not walk away from a machine the employee
has been using until it comes to a complete stop. It takes only a few seconds
for a power tool to wind down after it has been shut off, but it still has the
potential to injure someone if the parts are still moving.
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Keep the employees hands away from moving parts.

Make sure the cutting part of a tool will not come in contact with the power
cord.
Maintain a firm grip at all times.
Turn off power tools before making adjustments. Always unplug or lock out the
tool before making adjustments or changing settings if there is any chance that
the tool could accidently start up.
Noise
Noise in some retail areas where powered equipment is used may reach harmful levels
that can cause hearing loss. Exposure to sound over 85 decibels over an 8-hour period
requires hearing protection. Employers are required to inform workers if sound levels
are at 82 decibels or more. The following are safety tips:
Wear approved hearing protection whenever the employee enter an area
posted as having high levels of noise, whether it is noisy when his/her enter or
not. Noisy equipment can start up at any time.
Ensure that the employees hearing protection is the right type for the
environment and that it is comfortable.
Ear buds (headphones) are not work equipment.
Avoid playing music at high levels, which can cause hearing loss and prevent
the employee from hearing warning signals.
Tips: Ask your student to identify the safety measures and tips to control how to
handle money equipments, machines and irate customers.
Forklifts and Pallet Jacks

Forklifts (or lift-trucks), powered or manual pallet jacks, and other lifting equipment
are an essential part of many retail operations. Although they help prevent lifting
injuries, they can also cause serious and, all too often, fatal injuries.
If the employees are required to use a forklift or pallet jack, the employer must
provide to the employee with training for the specific piece of equipment. Working in
areas where forklifts operate can also be hazardous, and requires training and ongoing
alertness to prevent injuries. Forklift accidents are usually catastrophic but always
preventable.
Operating Forklifts
Do not operate the forklift unless it is running properly. Wear required PPE
such as safety boots and a hard hat.
Make sure the employees are trained to change the propane fuel tank or
battery.
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Never carry a passenger or elevate a person on forks, pallets, or loads.

Secure the load properly. Dont overload the forklift, even for short distances.
Never stand or pass under an elevated load. Dont let anyone else do it either.
When not stacking, carry loads at the lowest possible position.
Never turn on a sloped surface.
When employees are finished using the forklift, lower the forks to the floor, set
the brakes, turn off the motor, and remove the key.
Working around Forklifts

A near miss involving a pedestrian and a forklift is not just a near miss it is a near
fatality. Forklift operators have a very limited field of vision because bars, cables,
chains, and the load they may be carrying obstruct their view. They may not be able
to see other workers in time to stop or take evasive action.
Training for those who work around forklifts is just as important as training for
the forklift operators themselves. Follow these guidelines:
Wear a high visibility vest when entering an area where forklifts are operating.
Yield the right of way even if the operator can stop the forklift quickly, the
load may continue forward and crush the employee.
Make Eye Contact with the Operator
Wait until the employee has confirmation that the operator has noticed his/her
before proceeding.
Dont rely on sound to determine whether theres a forklift nearby forklifts
can be very quiet when they are coasting.
Use designated walkways dont take shortcuts through danger zones.
Operating Pallet Jacks
Wear safety boots and keep the employees toes and fingers out from under the
pallet.
Secure the load to make sure it is stable and will not shift during movement.
Restack it if necessary.
Make sure the rollers are free of the bottom of the pallet.
Push, dont pull this puts less strain on the employers back and its easier to
stop.
Know how to use the release handle.
Get help if the employees are having a problem.
Work with a partner when dealing with heavy loads.
For a quick stop, lower the load.
Every workplace needs a plan for dealing with emergencies. The employer or
supervisor should provide to the employee with instruction in the emergency plan
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within his/her first few days on the job, as well as refresher training from time to
time. Once the employee has been trained, his/her should be able to answer the
following questions:
Where is the emergency phone numbers posted?
Where are the fire extinguishers? How and when should they be used?
Where are the fire alarms and fire exits?
What is the evacuation plan for the building?
What should you do during an earthquake?
In case of evacuation, where outside the building is the assembly point and who
should you report to?
What other specialized equipment may be needed in case of an emergency,
and how is it used?
Ask your employer to go through the emergency plans and procedures for your
store.
For example, ask your employer to review what to do in the case of an earthquake,
fire, or bomb threat.
Tips: Ask your student to identify the safety measures to control for using
Forklifts and Pallet Jacks.
Session Plan 4: Safety Measures at Workplace

1. Session Topic: Safety Measures at Workplace
- Practice safety measures and tips to control injuries, violence, harassment,
shoplifting and robbery.
- State how to handle money equipments, machines and irate customers.
- Guide the care taken for travel and personal safety equipments.
projector.
4. Preparations
students.
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5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the safety measure at workplace.
case studies etc.
5.2
Practical Session
1. Ask your student to visit to a retail store to study measures to prevent
shoplifting and robbery.
2. Ask your student to visit retail store and enquire about how they manage
irate customers.
3. Classify various health and safety issues at the workplace.
4. Select preventive measures to avoid harassment, violence, shoplifting and
robbery.
5. Demonstrate the understanding of safe handling of money and develop
guidelines for dealing with irate customers.
6. Demonstrate how to safely handle knives, box cutters, other sharps, power
tools and equipment in retail food stalls.
7. Work with gas stations, petrol pumps; take precautions to using forklifts and
pallet jacks
injuries, violence, harassment, shoplifting and robbery and how to handle
money equipments, machines and irate customers.
5.3
Process
1. Conduct group discussion on various issues related to working alone.
2. Ask the students to prepare charts on safety measures at workplace.
3. Role play to act as customer service associate and practice safety measures
and tips to control injuries, violence, harassment, shoplifting and robbery.
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4. Role plays on the care taken for travel and personal safety equipments.

Part A
Differentiated different health and safety concerns in retail business?

Differentiated safety tips for different health and safety concerns in retail
business?
Part B
What is the meaning of musculoskeltal injuries?
Safety tips required for save from musculoskeletal injuries?
What is the meaning of lifting material in retailing?
Describe the four main safety tips for lifting the material?
List out main safety tips for handling material?
What is the meaning of stepladders?
What kinds of violence are arising in the workplace in retailing?
The guidelines required for dealing with irate customers.
What kinds of precautions take to handle the money in retail business?
The safety tips for avoid the harassment in retailing.
The preventing measures for avoid the shoplifting and robbery in retail stores?
What kinds of safety tips using in working alone?
What are the restrictions followed while working at gas stations and petrol
pumps?
What are the driving rules followed?
What kind of precautions adapting to using the power tools and equipments in
retailing?
What do you mean by forklifts and pallet jacks?
What kind of precautions followed for reduce noise in retailing?
The safety tips required for forklifts and pallet jacks?
Part C
Able to identify the health and safety concerns in retail
business.
Able to find out the safety tips required for operating and
handling the health and safety concerns in retail business.
Yes
No
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RS308-NQ2012
Business Communications
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Introduction
Communication is an integral part of the
retailers
marketing
strategy.
Communication is used to inform the
customers
about
the
retailers,
merchandise
and
the
services.
Communication is certainly essential in
business,
in
government,
military
organizations,
hospital,
schools,
communities, homes or anywhere where
people deal with one another.
Communication in retail organizations is very much needed. Retail jobs exist in many
functional areas, including information systems, human resources, finance and
accounting. However, when retail job skills are discussed, the conversation typically
centers on skills specific to in-store retail sales and service associate positions. These
are the employees who interact at the store level directly with customers. Retail job
skills include a combination of soft skills and technical talents.
Effective communication occurs only if the receiver understands the exact
information or idea that the sender intended to transmit. Communicating in an
effective manner, irrespective of the mode of communication used is an important
and very useful skill. The process of conveying a message is complete only when the
person receiving it has understood the message in its entirety. Better communication
helps better job performance. Effective and timely communication promotes better
relations and work culture among the employees.
Business Communication is any communication used to promote a product, service, or
organization with the objective of making sale. In business communication, message
is conveyed through various channels of communication including internet, print
(publications), radio, television, outdoor, and word of mouth. In business,
communication is considered core among business, interpersonal skills and etiquette.
Learning communication is important and it is essential in the retail business process.
In the retail business you have to communicate with in your firm with your team
members, fellow workers, higher authorities and subordinates. You also communicate
with your external participants like customers, suppliers, competitors and service
providers outside of your retail firm.
In this unit, you will be learn the basics of communication, forms of communication,
communication equipments, elements of business communication and preparation of
project report, which are relevant in the workplace of retail workers, employees and
employers.
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Session 1: Elements of Communication

Relevant Knowledge
Punctual Communication
Every interaction starts with some form of greeting. The way we greet, the tone and
the language, changes according to our familiarity with the person being greeted.
Following are some sentences we generally use whenever we greet someone:
1.
2.
3.
4.
5.
6.
7.
Hello!
Good morning/afternoon/evening
Hello! How are you doing?
Hello! How are you doing now?
Hows life?
Alls well?
Whats up?
Introducing Oneself
Read the following phrases loudly:
1. I would like to introduce myself. I am
2. Hello\Hi!, I am...
3. Hello\Hi! My name is
4. I live at
5. I am from
6. I am working as a
7. I studied at
8. I am/came here to
9. My hobbies are
10. I like
Tips: Ask your student to perform the punctual communication.
Framing of Questions and Sentences

While framing questions, the sentences should begin with the question words.
Examples:
Which student was absent yesterday?
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Is he present today?
Did he bring his leave report today?
Study the list of Question Words given below:
Word
What
When
Where
Which
Who
Whom
Whose
Why
How
Are
Is
Am
Have
Has
Do
Does
Can/Could
Will/ Would
Examples
1. What are you doing tonight?
2. What are we having for dinner?
1. When is the match starting?
2. When are we leaving?
1. Where is my diary?
2. Where will the World Cup be held this year?
1. Which one is your book?
2. Which color should we buy?
1. Who is that girl?
2. Who stole the cell-phone?
1. With whom did you go to see the movie?
2. Whom did you meet at the party?
1. Whose towel is this?
2. Whose dog is barking this late at night?
1. Why didnt you do your homework?
2. Why are we visiting her?
1. How are we going to tell him about the situation?
2. How is the book that you are reading?
1. Are you Akankshas sister?
2. Are you going to see him again?
1. Is she doing her homework?
2. Is Manisha ill?
1. Am I really going to take that chance?
2. Am I happy?
1. Have you seen the new movie?
2. Have I done the right thing?
1. Has she completed her shift?
2. Has it started boiling?
1. Do we need to confirm the time and place?
2. Do you have to go to the bank today?
1. Does he ever knock before entering a room?
2. Does the cat often steal from your kitchen?
1. Can I go to the mall?
2. Could you give me that magazine?
3. Can you play chess?
1. Will you be there on my wedding?
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Shall/Should
May
2. Will my book be published?

3. Would you sing if they ask you to?
1. Shall we go now?
2. Shall I do the job for you?
3. Should you leave early to reach on time?
1. May I come in?
2. May I go out for a moment?
Questions usually start with words like what, when, how, where, why, is, can, do,
did, will, would, could, etc. And that they are always placed at the beginning of the
sentence.
Read the following sentences:
1. When do we have to meet Mr. DSouza?
2. What time is the appointment?
3. When is he going to come?
Framing Complete Sentences
A complete sentence is one that has a subject and a verb. For example, the sentence
I a good dancer is not a complete sentence as it does not have a verb. Now, if we
added the verb am to this sentence, it would be complete:
I am a good dancer.
Similarly, the sentence Am a good dancer is not complete as a subject is missing.
Therefore, we should add a subject to complete the fragment. For example:
I am a good dancer.
Examples:
We have an English class today.
I go to office every weekday.
She likes oranges.
Every sentence must have a subject, a verb and although it is not necessary, an
object. And the sentence must make complete sense.
For example,
1. I eat: Subject+Verb
2. I eat vegetables: Subject+Verb+Object
In order for a sentence to be meaningful, a sentence must have its parts in the above
orders. For example:
1. I eat vegetables is a sentence
2. I vegetables eat is not a sentence
331
3.
4.
5.
6.
I like dancing.
I am here.
You go to school.
She has a nice smile.
Dealing with Customers while they are shopping or goods

Whenever a customer shops for items, there is a conversation exchange. Some
standard sentences used at the time of shopping will be discussed in this session.
Read aloud following sentences:
1. I am searching for kissan Jam; do you have any idea where it is placed?
2. Can you weigh me a kilo of potatoes?
3. I want a packet of harvest Gold Brown bread.
4. I want a dozen of bananas. Are these fresh?
Asking the price
The customer in a retail environment use to enquire about product price from the
sales person at the counter on the floor.
Examples:
1. Excuse me how much does this jeans cost?
2. Is there any offer available with this bad sheet?
3. Do you offer discount on products?
4. Is this shirt available on discount?
5. How much discount you can offer?
Read aloud following Some examples of phrases are used while negotiating on different occasions.
1. This is too costly
2. Can you give me a discount
3. That is not possible
4. Look at the quality of the paper. It is the best quality
5. I know but
6. I am buying a large number of cards
7. Okay, let me see
8. That is the maximum discount I can give you
9. Is that your last price
10. Ok, let us settle for
Tips: Ask your student to framing of questions and sentences and dealing with
customers while they are shopping for goods.
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Communication
is
the
process
of
transforming information, thoughts, opinion,
messages, facts, ideas and understanding
from one person, place to another person,
place.
The communication, which gives life to an
organizational structure and so, it can be
linked with life blood of an organization.
Effective communication is 20 per cent what you know and 80 per cent how you feel
about what you know. It is a thread that holds the various interdependent parts of the
organization together.
Communication is one of the basic functions of management in any organization and
its importance can hardly be overemphasized. Good and effective communication is
required not only for good human relation but also a good and successful business.
Indeed it establishes and disseminates the goals of an enterprise. It helps in arriving
at vital decisions, planning and co-ordination.
Communication Cycle
Communication is understood and
acted upon at different degrees of
effectiveness. A communication is
effective when the experience of
both the communicator and
receiver is satisfying and the goal
of the interaction is achieved and
vice-versa.
Therefore,
communication should be simple,
clear, accurate and precise. To
understand the communication
process better we need to
familiarize ourselves with the
communication cycle (Fig.1). Let
us now try to understand what we
mean by communication cycle.
Fig.2.1: Communication cycle
The communication cycle in essence is the process of communication. The sender

encodes the message into words and sent the coded message as he/she speaks or
writes the message out. Messages are conveyed through channels including
telephone, videoconferencing, letters, emails, meetings, memos, records and reports.
333
It is then decoded by the receiver by hearing or reading the message in order to

understand what the sender wants to convey.
Communication has three important
parts transmitting, listening and
feedback. The sender is transmitting
the message through one medium or
another. The receiver listens to the
message and then conveys his
understanding of the message to the
sender in the form of feedback to
complete the communication cycle.
Tips: Ask your student to identify elements of communication cycle and draw a
communication cycle properly.
Principles of Communication
There are 7 Cs of effective communication which are applicable to both written as
well as oral communication.
1. Completeness - The communication must
be complete. It should convey all facts
required by the receiver. A complete
communication
has
the
following
features:
No crucial information is missing from
the message.
It
gives
additional
information
wherever required.
It leaves no questions in the mind of
the receiver.
It persuades the receiver.
2. Conciseness - Conciseness or shortness means that minimum words without forgoing
the other Cs of communication should be used to communicate. For instance
saying, Sir, I want to bring to your notice that two men entered the premises at 3
pm. is too long. The same information can be briefly said as, Two men entered
the premises at 3 pm. Concise communication has the following features:
It is time-saving as well as cost-saving.
It underlines the main message
It is more appealing to the receiver.
334
3. Consideration - Consideration implies that the audience view points, background,

mind-set, education level, their specific requirements, emotions, etc. should be
considered while communicating with them. You need to modify your words in the
message to suit the audiences needs.
4. Clarity - Clarity implies emphasizing on a specific message or goal at a time, rather
than trying to achieve too much at once. Clarity ensures that communication is
simple and intelligible. Enunciating syllables clearly, accurate word stress and
speaking slowly improves clarity. Clarity in communication has the following
features:
It makes understanding easier.
Complete clarity of thoughts and ideas enhances the meaning of message.
Clear message makes use of exact, appropriate and concrete words.
5. Concreteness - Concrete communication implies being particular than general. For
example, saying Two men entered the premises at 3 pm. is more appropriate
than saying Two people entered the premises at 3 pm or Two men entered the
premises around 3 pm. Concrete message has the following features:
It is supported with specific facts and figures.
It makes use of words that are clear and that build the reputation.
6. Courtesy - Courtesy in message implies that the message should show the senders
expression as well as respect the receiver. Courteous message has the following
features:
It uses terms and feelings of the receiver of the message.
It is positive and focused on the audience.
It is not biased.
7. Correctness - Correctness in communication implies that there are no grammatical
errors in the communication. Correct communication has the following features:
The message is exact, correct and well-timed.
It makes use of appropriate and correct language in the message.
Tips: Ask your student to identify principles of communication and demonstrate
the each principle.
Session Plan 1: Elements of Communication

1. Session Topic: Elements of Communication
- Introduce and greet in a proper way
- Framing of question and sentence
- Dealing with customers while they are shopping for goods
- Identify elements of communication cycle
335
projector.
4. Preparations
students.
5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the safety measure at workplace.
case studies etc.
5.2
Practical Session
1. Introduce by him/her in a proper manner and greet others properly.
2. Differentiate between the various principles of communication as per the
retail requirement.
3. Differentiate between types of questions, verb & adverb and subject &
object.
4. Identify elements of communication cycle and draw a diagram of
communication cycle.
5. Differentiate between the various principles of communication as per the
retail requirement.
Tips: Ask your student to introduce and greet in a proper way, framing of
question and sentence, dealing with customers while they are shopping
for goods and identify elements of communication cycle.
336
5.3 Role Play and Group Discussions

Process
1. Conduct group discussion on elements of communication.
2. Ask the students to prepare charts on principles of communication.
3. Role play of small conversation of product information offers ad price.
4. Role plays on Dealing with customers while they are shopping for goods.

Part A
Difference between personal and impersonal greetings.
How questions can be framed?
What is complete sentence?
Describe how you will deal with customer queries.
Differentiated between Sender, Message, Medium, Receiver and Feedback.
Described the various principles of effective communication.
Part B
Discuss personal and impersonal greetings.
What are the ways to frame questions?
What are question words?
What are the standard sentences customer use when have query while
shopping?
How communication cycle is important in effective communication?
How to apply various principles for making communication effective?
What is the difference between clarity and concreteness?
Part C
Yes
No
Able to introduce his/herself.
Able to greet others.
Able to frame questions according to situation.
Able to identify elements of complete sentences.
Able to identify complete sentences.
Able to deal with customers.
Able to draw a diagram of communication cycle.
Able to differentiate between characteristics of
feedback.
Able to differentiate between the various principles of
communication.
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Session 2: Forms of Communication and

Communication Equipments
Relevant Knowledge
Verbal and Non-Verbal Communication
The medium of communication determines the type of communication. Based on the
medium used for communicating, the process of communication can be broadly
classified as verbal communication and non-verbal communication.
Verbal communication includes written and oral communication, whereas non-verbal
communication includes body language, facial expressions and pictures. Thus, the
various types of communication are verbal communication (oral and written), nonverbal communication (including body language. pictorial communication, symbolic
communication). Each of these is elaborated below.
Verbal Communication: Verbal communication uses words as the medium of
communication. An effective verbal communication is a two-way process speaking
and listening must occur. Usually verbal communication is in the one-to-one mode or
one-to-one interaction.
Non-verbal communication: Communication that uses physical parts of the body is
known as non-verbal communication. It includes facial expressions, tone of voice,
sense of touch, sense of smell, and body movements.
Written Communication: Written communication skill is the ability of an individual to
communicate in writing. It is done in a one-to-one mode or in a one-to-many mode.
Important skills in effective written communication are:
Write clearly and legibly, giving all the essential information needed
Use approved styles and formats for written communication
Prepare and maintain various type of documents
Thus, effective writing involves careful choice of words,
their organization in correct order in sentences and
preparing a comprehensive composition of sentences.
Braille is another form of writing system which enables
blind and partially sighted people to read and write through
touch. It was invented by Louis Braille, who was blind and
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became a teacher of the blind. It consists of patterns of raised dots arranged in cells
of up to six dots in a 3 x 2 configuration. Each cell represents a letter, numeral or
punctuation mark. Some frequently used words and letter combinations also have
their own single cell patterns. People with hearing impairments use lip reading and
sign language to communicate. Sign language systems include finger spelling
(dactylography), sign language and Makaton.
Importance of Verbal Communication
Verbal communication help the individual in different ways i.e., to build and maintain
relationship in our society, to lead in professional career and it is most important for
business people.
For example, while you communicate with family member or friend, you interact with
them with a lot of self confidence. When it comes to business, it is totally different
situation because you may deal with a verity of people throughout the day. i.e., you
may deal with people form different cultures, ages and with different levels of
experience. You may have to deal different background and have lot of experience in
their field or activity. Proper verbal communication skill will help you in dealing with
different people.
Communicative Practices
Communication practice will help the student to speak English language quickly and
effectively. Here are some rules:
Subject Verb Agreement
Rule -1: If two or more singular noun and pronoun are joined with the word and the
verb used will be plural.
Example
1. My bother and I are good friend.
2. 2. Ramesh, his friend and I were plying football.
Rule-2: If tow singular nouns / pronouns are joined by and point out the same thing
the verb used must be singular.
Example
1. Bread and butter are my regular breakfast.
2. Rice and curry is the favorite Indian food.
3. The Collector and Distract Magistrate is away.
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Rule-3: If tows subjects are joined by as well as the verb aggress with the first
subject.
Example
1. Rita as wells her children is playing.
2. Ram as well as his friends is going to market.
3. Children as well as their mother are eating.
Rule-4: If tow subjects are joined wit either-or, neither-nor, the verbs agree with the
subject near t it.
Example
1. Either my brother or I am to do this work.
2. Either you or your friends have returned my book.
3. Neither Ram more his sister is accused.
Rule-5 If tow subjects are joined by with or together with in addition to etc., the verb
aggresses with the first subject.
Example
1. The boy with his parents has arrived in London.
2. Moths in addition to other science subject are though.
Rule-6: When to subject are joined by not only but also verb must agree with the
second subject.
Example
1. Krishna or her friend was not there.
2. Mohan or Sohan is responsible for all this.
Rule -7: Some noun Plural in form and singular in meaning takes a singular verb.
Example
1. The news was broadcast form All India Radio yesterday.
2. The Jeans pant is expensive today.
Rule-8: Some nouns are singular in form but plural in number take a plural verb.
Example
1. The people are shouting.
2. The cattle are grazing.
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Rule-9: When a plural noun denotes some particular quantity or amount consider a
singular verb.
Example
1.
2.
3.
4.
Five hundred rupees is not a big amount.

Hundred miles is a long distance.
20 miters is a long distance for long jump.
Witting 10 minutes on the road is a big issue for a girl.
Importance of Non-verbal Communication

The most important thing in communication is to listen what is being said It is noticed
that there is only 7 to 35% of the spoken language is use in total communication. The
rest of the part is through our feelings and intentions in any situation are sent through
nonverbal communication. Nonverbal communications included the gestures, body
language, facial expressions and postures; etc. Non verbal communication helps the
person to understand when verbal messages are unclear or ambiguous. For example if
you are not able to speak the foreign language, you can still communicate with
people of another region or country by using body language and facial expressions.
In business communication it is important and effective to use your body language.
You can improve your business standards by using good business communication skills
and body language.
By understanding the important aspects of non-verbal communication or body
language, you can learn to read people more easily. Argyle and his associates have
been studying the features of non-verbal communication that convey information. The
following summarizes their findings:
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Basics of Non-verbal Communication

Eye Contact: There is a saying in English action speaks louder than the word, so eye
contact is most important part in non verbal communication. Different eye contact
can be interpreted as follows:
Most of the listeners look directly at the speaker between 30% and 60% of the
time while looking more than that shows the person has great interest on the
speaker.
Once you maintain eye contact with the audience then you will feel a positive
frame of confidence. Once you gain that confidence the people will take more
seriously what you are speaking.
In case the listener is not focuses on you, you should make your point clear and
then maintain eye contact with him, in this way the listener will feel pressure.
Body Language and Lying: Signs of lying have to be avoided to send wrong signal to
the person in front of you. Some of them are listed below:
Less eye contact will sign that the person is lying and he is guilty.
Hands touch their face, throat, nose, mouth or ear.
Physical expression will be stiff and limited.
If a person takes up less space with their hand, arm and leg movement facing
towards their own body then it shows the person is lying.
The Eyebrows: Change in the position of the eye brow can interpret as follows:
If the eyebrows of a person are lowered that shows the person is usually
frowning.
This shows a sign of worry, criticism or disagreement.
This shows the person is searching the supporting evidence to make up the
huddle.
The frown may simply mean lack of concentration or confusion.
Raised eyebrows can indicate shock or distrust.
One raised eyebrow implies an element of doubt or challenge.
Raising the eyebrows show a sign of surprise. The people raise their eyebrows
to look better. But it can also mean that somebody is looking at you and that
he likes you.
The Mouth
If somebody chews the lower lip that shows the sign" of fear, insecurity and
worry.
If somebody tightened his or her lips that indicate he is in defensive mode.
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The Head
If the head is straight up that shows the sign of neutral position i.e., J.,
listening carefully and evaluating.
A small nod of head indicates that the information is being received.
Tilting the head shows the sign of developing interest.
If the head of the speaker is downward direction that shows the sign of
nervousness and may be some problem.
The Smile
We always correlate a smile with happiness 'but there are different kinds of
smile.
Sometimes artificial smile comes in the speaker's face when he/she is not
actually agreed but he can't deny directly i.e. called coy smile.
Sometimes the speaker is internally sad but he/she does not want to show to
the audience at that time he or she can show artificial smile.
Some of the body gestures which will help you understand the mental frame of a
person are a follows:
Brisk walk : Confidence
Standing with hands on hips : Readiness, aggression
Sitting with legs crossed, foot kicking slightly : Boredom
Sitting, legs away from each other : Open, relaxed
Arms crossed on chest : Defensiveness
Walking with hands in pockets, shoulders bent : Unhappiness
Hand to cheek : assessment & thinking
Touching, slightly rubbing nose : refusal, hesitation, doubt & lying
Rubbing the eye : Doubt, disbelief
Hands clasped behind back : Anger, irritation, uneasiness and anxiety
Locked ankles : Worry
Head resting in hand, eyes downcast : Monotony
Rubbing hands : Hope, eagerness
Sitting with hands clasp behind head, legs crossed : Confidence, superiority,
Power
Open palm : Genuineness, honesty, innocence
Pinching bridge of nose, eyes closed : Negative evaluation
Steeping fingers : Commanding
Tilted head : Attention, Interest
Looking down, face turned away : Disbelief, distrust
Biting nails : Lack of confidence, insecurity, nervousness
Dropping eyeglasses onto the lower bridge of the nose and peering over them :
Causes negative reactions in others
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Slowly and intentionally taking off glasses and carefully cleaning the lens : That
shows the person wants to take time to think before opposition asking for
clarification.
Breath faster: Nervous or angry.
Inhaling loudly and shortly: Wants to interrupt a speaking person.
Loud sigh: Understand the thing that is being told.
Twisting the feet continuously: A person is nervous or concerned, but can also
mean that a person is stressed or angry and that he don't want to show that to
everybody.
Legs wide apart or Sitting straddle-legged: Shows that a person is feeling safe,
and is self - confident. Can also show leadership.
A big smile that goes on longer and disappears slower: Unreal or fake smile
Crossed legs with highest foot in the direction of the speaker: Relaxed and selfconfident and they are listening very carefully.
Rapidly nodding your head: Shows impatient and eager to add something to the
conversation.
Slowly nodding: Shows interest and those they are validating the comments of
the interviewer, and this subtly encourages him to continue.
Biting the Lips: The person communicates embarrassment when he bites his
lips. He also communicates a lack of self-confidence.
Open Hands: This expresses a trust in other. It also invites to sharing of the
other person's view.
Clasping the hands: Indicates defense.
Firm Handshake: The strong, firm handshake usually shows the high confidence
and self believeness.
Weak hand shake: People who give these types of handshakes are nervous, shy,
insecure or afraid of interaction with other people.
Clearing throat: Nervousness.
Biting fingernails: Nervousness.
Wring your hands: Nervousness.
Paced the floor: Nervousness.
Dressing: "Dress' Speak" a lot about a person. For example when you enter into a
room for the first time, it takes few seconds for people to observe you. Your clothes
and body language always speak first. So it is important to dress up carefully to match
the occasion. Some of the perceptions people can judge from your appearance are:
Your professionalism
Your leadership quality
Your aptitude
Your trustworthiness
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Being well dressed

sed in a corporate sector can influence your perceptions and
promotions. You should ask the following questions before selecting a dress for the
occasion:
What would be appropriate for audience?
What would be appropriate for this event?
What role I am going
g to play?
For my company?
For my department?
For myself?
Tips: Ask your student to demonstrate effective use of verbal and nonverbal
communication skills.
skills
Forms of Communication
There are many forms of communication. These are as under:
1. Downward Communication
2. Upward Communication
3. Horizontal Communication
4. Vertical Communication
5. Lateral Communication
6. Formal Communication
7. Informal Communication or Grapevine
8. Pictorial Communication
9. Symbolic Communication
1.
Downward Communication: Information flowing from the top of the

organizational management hierarchy and telling people in the organization
what is important (mission) and what is valued (policies). Downward
communication generally provides enabling information which allows a
subordinate
bordinate to do something. For example, instructions on how to do a task.
Downward communication comes after upward communications have been
successfully established. This type of communication is needed in an
organization to:
Transmit vital information
Give instructions
Encourage
2
2-way
discussion
Announce decisions
Seek cooperation
Provide motivation
Boost morale
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2.
Increase efficiency
Obtain feedback
Importance of Downward Communication

Orders and instructions about jobs
Directions about understanding of jobs and its relationships with other jobs
Organizational policies and its procedures
Feedback of subordinates' performance
Reprimands, Criticisms etc.
Upward Communication: Upward communication is the flow of information
inform
from subordinates to superiors, or from employees to management.
management Without
upward communication, management works in a vacuum, not knowing if
messages have been received properly, or if other problems exist in the
organization.
By definition, communication is a two-way
two way affair. Yet for effective twotwo
way organizational communication to occur, it must begin from the bottom.
Upward Communication is a mean for staff to:
Exchange information
Offer ideas
Express enthusiasm
Achieve
job
satisfaction
Provide
ovide feedback
3.
Importance of Upward
Communication
Subordinates' work performance
Problems relating to work
Performance appraisal of their subordinates (feedback of understanding of
orders, instructions etc.)
Clarifications of orders etc.
Opinion, attitude, feelings etc.
Procedures, methods, practices followed while doing the work
Criticism
New ideas and suggestions
Personal and family problems
Horizontal Communication: Horizontal communication normally involves
coordinating information, and allows people with the same or similar rank in an
organization to cooperate or collaborate. Communication among employees at
the same level is crucial for the accomplishment of work. Horizontal
Communication is essential for:
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Solving problems
lems
Accomplishing tasks
Improving teamwork
Building goodwill
Boosting efficiency
It is the formal/informal
exchange
of
ideas
between
different
individuals/ departments
at the same level of
hierarchy
in
the
organization.
Advantages
Enabling horizontal communication
communication in an organization encourages free
information exchange.
Higher information flow between departments is necessary so avoid the
same problems being faced by different departments.
Horizontal communication makes an atmosphere where employees are
comfortable to talk to people in different departments and gain from their
learning.
Horizontal communication is a real check on the power of the top leaders.
It is the flow of information between persons of the same hierarchical level.
4.
Disadvantages
Sometimes, horizontal communication leads to disputes between individuals/
departments. In such cases higher officials have to step in to resolve the
matter.
Vertical Communication: The definition of vertical communication is the flow
of information both downward and upward through the organizational chain of
command. Some also refer to it as formal communication. Downward
communication kind of speaks for itself; top-level

top level management produces
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decisions that are communicated down to tell employees how to perform their
job.
Communication that moves through a chain of command typically is vertical in
nature. Rules and mandates come down from the top leadership to
management and trickle down to the front-line supervisors, eventually reaching
the workers. When workers have an issue, they usually talk first to their
immediate supervisor. The chain of command dictates that supervisors report
the issue to their managers, who then are responsible to carry the information
up to the executive offices.
Purpose: The main purpose of operating with a vertical communication system
is to control the flow of information and decision-making. Top-down
communication usually consists of orders, mandates, policy decisions,
directions and instructions. The policies and goals of the organization typically
come from the top and move down through the chain of command.
Communication that flows upward typically involves information from the front
lines to the executives about what's going on at the lower levels. It might
include complaints, suggestions, reports, requests for clarification or news
about trends.
Disadvantages: Information often is filtered as it moves up and down the chain
of command, watering down the message or changing the nature of the
information. Managers receiving a request directed to upper management may
decide the request isn't valid and slow its motion or stop it altogether.
Information meant for distribution down to all the lower levels may become
stalled. Middle management may decide their workers dont need the
information and halt its progress. Information going in either direction may
change or become diluted if not passed up or down in its original form.
Channels: Various channels used to send information up and down the chain of
command also affect the ways its perceived and acted upon. When passed on
verbally, information is tainted by body language, spoken nuances and
personalities of the informant. The person receiving the information brings
various filters to every conversation that can change the intention of the
information. Written communication, on the other hand, when passed on
unchanged, may effectively send a consistent message through an
organizational structure. Although electronic communication can be more
easily manipulated, organizations may utilize a wide range of applications to
get and receive pertinent information.
5.
Lateral Communication: Lateral communication refers to messages conversed

between people on the same hierarchical level. For example, in terms of the
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workplace, if two supervisors have a discussion or two board members raise an

issue this is known as lateral communication. It is also known as horizontal
communication.
The opposite of this is diagonal communication which refers to messages
conversed between all levels of hierarchy. For example, if a manager has a
discussion with one of their employees then this would be known as diagonal
communication. There are a number of various forms of communication
communicati
in
relation to business environments. Internal communication is one particular
example as it is the main term used to describe any form of communication
within a business. In addition, this is not specified to speaking face to face, this
can mean through
h email, telephone and so on. If a member of one company
converses with someone from another company, it is known as external
communication. So this can refer to activities such as dealing with customers or
contacting a supplier about a product etc.
6.
Formal Communication: A type of verbal presentation or document intended

to share information and which conforms to established professional rules,
standards and processes and avoids using slang terminology. The main types of
formal communication within a business are, (a) downward where information
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7.
moves from higher management to subordinate employees, (b) upward where

information moves from employees to management, and (c) horizontal where
information is shared between peers.
Informal Communication: A casual form of information sharing typically used
in personal conversations with friends or family members are called the
informal
communication.
Within
a business
environment,
informal
communication is sometimes called the grapevine and might be observed
occurring in conversations, electronic mails, text messages and phone calls
between socializing employees.
This communication is based on informal relations (like friendship, membership
of the same club, the same place of birth, etc.) and, therefore, is free from all
the organizational formalities.
The exchange of informal messages usually takes place on the occasion of
community meals, social occasions, parties, etc. On such occasions, the
superiors gather such information from their subordinates as may be difficult to
get through formal communication. Such communication includes comments,
suggestions, etc.
Under this, communication takes place through gesticulation, moving of head,

smiling and by remaining quiet. For example, a superior wants to complain
against his subordinate to his higher officer and at the same time he is afraid of
giving it in writing. This can be conveyed to the higher officer through informal
communication, say during the course of a conversation.
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Informal communication is also called grapevine communication because there

is no definite channel of communication. Under it some information passes
through many individuals and covers a long distance making its origin obscure.
This is exactly like a grapevine where it is difficult to find the beginning and
the end.
Formal and informal communication is very straight forward in the sense that
formal conversations refer to the discussion of workplace issue whereas
informal communication is in relation to discussions about activities outside of
work. Informal conversations are only usually acceptable during breaks and
they shouldn't be used to spread rumours about colleagues. Moreover, in
businesses upward communication is the questions and queries that colleagues
aim at their bosses whereas downward communication is the guidance and
orders expressed by the management team to their colleagues. In addition to
that, there is always the possibility of small group communication which is the
term used to describe discussions held in meetings with a number of
colleagues.
8.
Pictorial Communication: Pictorial communication includes communicating

with signs like traffic signals, the 21-gun salute, horns, sirens, etc. For
example, the sign of stop tells you to stop at the given point, the sign of two
children with school bags indicate the school zone, the sign of U-turn tells you
to take a U turn, and the sign of a person crossing the road indicates the place
where you can cross the road.
9.
Symbolic Communication: Symbolic

communication uses symbols that
signify religion, school, status,
affiliation, communication devices,
etc. Given below are the symbols
used
for
symbolizing
various
communication devices.
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Tips: Ask your student to identify

dentify the forms of communication and draw the
charts of different forms of communication.
communication
Communication Media and Equipments

1.
Communication Media: Communication media refers to the means of
delivering and receiving data or information. In telecommunication, these means are
transmission and storage tools or channels for data storage and transmission. The
term is also commonly used in place of mass media or news media.
Different media are employed for transmitting data
from one computer terminal to the central computer
or to other computer systems inside some kind of
network. The most commonly used communication
media include cable, satellite, microwaves and fibre
optics.
The communication media acts as a communication
channel
el for linking various computing devices so that
they may interact with each other. Contemporary
communication media facilitate communication and
data exchange among a large number of individuals across long distances via
teleportation, email, teleconferencing,
teleconferencing, Internet forums, etc. Traditional mass media
channels such as TV, radio and magazines, on the other hand, promote one-to-many
one
communication. There are two forms of communication media:
Analog:: Includes the conventional radio, telephonic and television
televisio broadcasts.
Digital:: Computer mediated communication, computer networking and
telegraphy.
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The most commonly used data communication media include:

Wire pairs
Coaxial cable
Microwave transmission
Communication satellite
Fiber optics
2.
Communication Equipments: A
communication tool helps a person to
communicate
with
other
people.
Information
and
Communication
Technology (ICT) is a general term used
for a
unified
system
of
telecommunications including telephone
lines, wireless, computers, audio-visual systems, etc. which enable the users to
create, access, store, transmit, and manipulate information.
(a)
Electronic Devices: A range of

electronic devices exist to help
people overcome the constraint in
communication due to distance.
These include electronic devices such
as telephone, mobile, wireless sets,
etc., which are used to send and
receive messages. Technological aids,
such as hearing aids and videophones
are designed to help people with different abilities. Social websites on Internet
and Email are examples of technological aids that promote communication and
social interaction between people.
(b)
Telephone: The telephone is a

telecommunication
device
that
transmits and receives sounds. Its
basic
function
is
to
allow
communication between two people
separated by a distance. All modern
telephones have a microphone to
speak into, an earphone which
reproduces the voice of the other person, a ringer which makes a sound to alert
the owner when a call is coming in, and a keypad to enter the telephone
number. The microphone converts the sound waves to electrical signals and
then these are sent through the telephone network to the other phone and
there it is converted back into sound waves by an earphone or speaker.
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(c)
Mobile phone: The mobile phone (also known as a cell phone) is a device that
can make and receive telephone calls over a radio link whilst moving around a
wide geographic area. It does so by connecting to a cellular network provided
by a mobile phone operator, allowing access to the public telephone network.
Mobile phones also support a wide variety of other services which include text
messaging, popularly known as Short Message Service (SMS), email, Internet
access, short-range wireless communications (infrared, blue tooth), business
applications, gaming and photography.
(d)
Telephone etiquette: Etiquette is defined as manners that are acceptable,

pleasing and courteous. The different elements of etiquette are to do with
appearance, choice of words and body language. The following etiquette
should be followed while talking on telephone:
Pick up or answer the telephone before the third ring.
Some words that you should use in your conversations on telephone are:
Hello! Good Morning/Good Afternoon/Good Evening.
Speak clearly and identify yourself.
If the caller does not introduce himself/herself, say, May I know who is
speaking?
In case the caller does not tell to whom he/she wants to talk to, then you
may ask questions like May I know to whom you want to talk to?
In case you have to take a message then you may say I'm sorry, he's busy at
the moment. May I take a message? or May I take your name and number
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and have him/her call you back? (Be sure to write down the name, phone
number, time the caller had called and the message).
Ask the caller to wait while you acquire the information required.
Dont make the caller wait for more than 02 minutes. It is better to return a
call than to keep someone on hold too long. Do not forget to return the call.
At the end of the waiting period, please express your gratitude for callers
patience.
Keep your conversation to the point.
End the conversation with gratitude.
Always use a pleasant and friendly tone.
Before placing a caller on hold, ask his/her permission first. For example,
could you please hold the line, while I call the person.
Do not interrupt the person while he/she is talking to you.
Do not answer the phone if you are eating. You should mention that you are
having your meal and you will call back after you have finished.
When hanging up the phone, make sure the caller hangs up first.
Avoid leaving long messages.
(e)
Electronic Media: Electronic Private Automatic Branch Exchange (EPABX)

system: It is an instrument used to place telephonic calls to various people in
the premises to check on the availability of the residents/officials and check
the authenticity of the visitors claims.
(f)
Walkie talkie: A walkie-talkie (known as a handheld

transceiver) is a hand-held, portable two-way radio
transceiver. Typical walkie-talkies resemble a
telephone handset, with an antenna sticking out of
the top. Walkie-talkies are widely used in any setting
where portable radio communications are necessary,
including business, public safety, security and
military.
(g)
Fax machine: Fax (short for facsimile) is the

telephonic transmission of scanned printed
material (both text and images) from a fax
machine through a telephone line connected
to another fax machine. The original
document is scanned with a fax machine,
which processes the contents (text or
images) as a single fixed graphic image,
converting it into a bitmap image. The
information is then transmitted as electrical
signals through the telephone system. The
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receiving fax machine reconverts the coded image printing a paper copy.
(h)
GPS navigation device: It is any device that receives Global Positioning

System (GPS) signals for the purpose of determining the device's current
location on Earth. GPS devices are used in military, aviation, marine and
consumer product applications.
(i)
Computers: Computers has now become an

important and rapidly expanding medium of
communication, as it offers the possibility of
rapid communication, and e-commerce
through e-mail, e-forums, searchable
databases,
commercial
websites,
educational websites, etc.
Tips: Ask your student to identify communication media & equipments the
operate the communication media & equipments properly.
Barriers in Communication
No matter how good the communication system in an
organization is, unfortunately barriers can often occur.
This may be caused by a number of factors, which can
usually be summarized as being due to physical
organizational attitudinal, emotional barriers and
physiological barriers.
(a)
Physical Barriers: These are often due to the

nature of environment. Thus, the natural barriers,
which exist, are located in different buildings or
on different sites, others are:
Poor outdated equipment
Failure of management
Lack of new technology

Staff shortages
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Distractions like background noise, poor lighting

Hostile environment (too hot or too cold)
All the above-mentioned barriers affect people's morale and concentration,

which in turn interfere with effective communication.
(b)
Organizational Barriers: It refers to the faulty system design. These include;

Complexity in organizational structure.
Ineffective organizational supervision or training.
Unclear organizational rules, policies and regulations.
Lack of clarity in roles and responsibilities which can head to staff being
uncertain about what is expected of them.
Status relationships.
(c)
Attitudinal Barriers
(i) Attitude of superiors
Lack of consultation with employees (Ignoring communication)
Personality conflicts, which can result in, people delaying or refusing
to communicate
Lack of time
Lack of awareness
Resistance to change due to interchanged attitudes and ideas
Lack of trust in subordinates
Fear of challenge to authority
(ii) Attitude of Sub-ordinates
Unwillingness to communicate
Lack of proper incentive
(iii) Emotional Barriers: Psychological factors such as people's state of mind
are important tools for proper communication. We all tend to feel happier
and be more receptive to information when the sun shines equally. If
someone has personal problems like worries about health or marriage,
then this will probably affect their communication skills and work power
gradually. Some emotional barriers are:
Premature evaluation
Inattention
Loss by transmission and poor retention
Undue reliance on the written words
Distrust of communicator
Failure to communicate
Semantic Barriers
- Different language
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Different context for words and symbols

Poor vocabulary
(iv) Physiological Barriers: Physiological barriers may result from individual's

discomfort caused by ill health, poor eyesight or difficulties. We have
studied several barriers that affect the flow of communication in an
organization. These barriers interrupt the flow of communication from the
sender to the receiver, thus making communication ineffective. It is
essential for managers to overcome these barriers.
Methods of Overcoming the Barriers
1.
It is imperative that organizational policy must be clear and explicit and
encourage the communication flow so that people at all levels realize the full
significance of communication. This organizational policy should express in
clear unambiguous term that organization favors the promotion of communication in the organization.
2.
This policy should also specify the subject matter to .be communicated which
is determined by the needs of the organization.
3.
The system of communication through proper channel serves the purpose
adequately so far as routine types of information warrants, this has to be
overlooked and persons concerned need to be told explicitly.
4.
A successful communication system will only be achieved if top management
shares the responsibility of good communication and check from time to time
that there are no bottlenecks.
5.
Organization should have these adequate facilities for promoting
communication. This needs being carefully looked into and the responsibility of
superior managers in encouraging the use of these facilities through the
adoption of supportive attitude and behavior needs to be emphasized.
6.
Communication being an inter-personal process, the development of interpersonal relationships based on mutual respect, trust and confidence is
essential for its promotion.
7.
There should be continuous programme of evaluating the flow of
communication in different directions.
Tips: Ask your student to identify the barriers in communication in retail business
and select the strategies for overcome barriers in communication.
Essentials of Good Communication
Find out the real purpose of your communication.
See that your ideas ate clear before communication.
Where appropriate, consult others in planning communication.
Be sincere and honest in your communication.
Communication is a simple, clear and effective way.
358
Know the basic content of your message and consider any possible overtones.
Study all the conditions, physical and human wherever/whenever/whatever
you communicate.
Whenever possible, convey something of help or value to the receiver.
"People who learn effective communication skills will improve their work and personal
relationship". It is important to learn effective communication skills to be successful
at work and to deal with conflict. Both verbal and non-verbal communication skills
are critical to effective communication. Effective and powerful communication skills
give self-confidence. It is the alchemy that can at times transform very ordinary
speech into a success. But a self-confident speaker having other attributes as well
remains a winner throughout.
Elements of Effective Communication
Adequacy
In terms of coverage (i.e. type of messages flowing in various direction)
In terms of quantity of various types of messages.
Timing
Perfectly timed words and sentences are very important.
Integrity
Organization of content/matter in such a manner that one idea heads to
another, finally evolving into a logical and satisfactory conclusion.
Clarity
Simple and common words should be used
Short and Simple sentences
Proper punctuation
Logical sequence.
Tips: Ask your student to identify the essentials of good communication and
select the elements of effective communication.
Session Plan 2: Forms of Communication and

Equipments
Communication
1. Session Topic: Forms of Communication and Communication Equipments

- Demonstrate effective use of verbal and nonverbal communication skills
- Identify the types of communication
- Operate the communication media and equipments properly
- Select the Strategies for Overcome barriers in communication
359
projector.
4. Preparations
students.
5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the forms of communication and communication
equipments.
case studies etc.
5.2
Practical Session
1. Practice sessions on effective use of verbal and non-verbal communication
skills.
1. Demonstrate the how to collecting and processing information from different
sources.
3. Differentiate between verbal and nonverbal communication.
4. Enlist various static and dynamic features of non-verbal communication.
5. Demonstrate functions of electronic device and electronic media.
6. Enlist various equipments used for oral communication and written
communication.
7. Compile a list of barriers to effective communication at workplace.
360
8. Select strategies to overcome barriers in communication.

9. Differentiate between internal and external communication.
10. Differentiate between upward, downward and horizontal communication.
Tips: Ask your student to demonstrate effective use of verbal and nonverbal
communication skills, identify the forms of communication, operate the
communication media & equipments properly and select the strategies for
overcome barriers in communication.
5.3 Role Play and Group Discussions
Process
1. Conduct group discussion on forms of communication and communication
equipments.
2. Ask the students to prepare charts on different forms of communication.
3. Role play to demonstrate various features of verbal and nonverbal
communication.
4. Role play to demonstrate the usage of various communication equipments.
5. Role play to demonstrate communication etiquette.
6. Role play on barriers effect on communication.

Part A
Differentiated between the verbal and non-verbal communication.

Described the important rule in verbal communication.
Explain the communicative practices in non-verbal communication?
Described the various types of communication.
Describe the various communication equipments.
Described the various types of barriers.
Part B
How to practice verbal communication effectively?
How to apply various rules for verbal communication?
What are the different practices available for non-verbal communication?
What is pictorial communication?
What is informal and formal communication?
What is lateral communication?
What is the importance of upward and downward communication?
Difference between informal and formal communication.
Importance of various logbooks and reports in security industry.
How communication cycle is affected by the barriers?
How one can overcome the various types of barriers in communication?
361
Part C
Yes
No
Able to follow the rules for verbal communication.

Able to differentiate between the practices of verbal and nonverbal communication.
Able to perform non-verbal communication.
Able to differentiate between types of communication.
Able to describe the purpose and demonstrate the use of
communication equipment.
Able to demonstrate communication etiquette.
Able to differentiate between different use and requirement of
different communication equipments.
Able to differentiate between the various types of barriers in
communication.
362
Session 3: Elements of Business Communication

Relevant Knowledge
Business Communication is any communication used to promote a product, service, or
organization with the objective of making sale. In business communication, message
is conveyed through various channels of communication including internet, print
(publications), radio, television, outdoor, and word of mouth. In business,
communication is considered core among business, interpersonal skills and etiquette.
Organization
The arrangements between individuals and groups in human society that structure
relationships and activities which are Business, Political, Religious or social. A group
of people identified by shared interests or purpose, for example, a Bank.
Lifeblood of an Organization
Communication is the lifeblood of an organization. If we could somehow remove
communication flows from an organization, we would not have an organization.
It is needed for:
Exchanging information
Exchanging options
Making plans and proposals
Reaching agreement
Executing decisions
Sending and fulfilling orders
Conducting sales
When communication stops, organized activity ceases to exist. Individual
uncoordinated activity returns in an organization. So, Communication in an
organization is as vital as blood for life.
Tips: Ask your student to appreciate the importance of organizational culture in
business communication and find out the qualities that the team member
should possess.
Types of Business Communication

There are two types of business communication in an organization:
1. Internal Communication
2. External Communication
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Internal Business Communication

Communication within an organization is called Internal Communication.
It includes all communication within an organization. It may be informal or a formal
function or department providing communication in various forms to employees.
Effective internal communication is a vital mean of addressing organizational
concerns. Good communication may help to increase job satisfaction, safety,
productivity, and profits and decrease grievances and turnover. Under Internal
Business Communication types there come;
a) Upward Communication
b) Downward Communication
c) Horizontal/Literal communication
a)
Upward Communication:
Communication Upward communication
unication is the flow of information
from subordinates to superiors, or from employees to management. Without
upward communication, management works in a vacuum, not knowing if
messages have been received properly, or if other problems exist in the
organization.
By definition, communication is a two-way
two way affair. Yet for effective twotwo
way organizational communication to occur, it must begin from the bottom.
Upward Communication is a mean for staff to:
Exchange information
Offer ideas
Express enthusiasm
Achieve job satisfaction
Provide feedback
364
b)
Downward Communication:
Communication Information flowing from the top of the
organizational management hierarchy and telling people in the organization
what is important (mission) and what is valued (policies). Downward
communication generally provides enabling information which allows a
subordinate to do something. The example downward communication is
instructions on how to do a task. Downward communication comes after
upward communications have been successfully established.
ablished. This type of
communication is needed in an organization to:
Transmit vital information
Give instructions
Encourage 2-way
way discussion
Announce decisions
Seek cooperation
Provide motivation
Boost morale
Increase efficiency
Obtain feedback
Both Downward & Upward Communications are collectively called Vertical
Communication
c)
Horizontal/Literal communication:
communication
Horizontal communication normally
involves coordinating information, and allows people with the same or similar
rank in an organization to cooperate or collaborate. Communication among
employees at the same level is crucial for the accomplishment of work
.Horizontal Communication is essential for:
Solving problems
Accomplishing tasks
Improving teamwork
Building goodwill
Boosting
ng efficiency
365
External Business Communication

Communication with people outside the company is called external communication.
Supervisors communicate with sources outside the organization, such as vendors and
customers.
It leads to better;
Sales volume
Public credibility
Operational efficiency
Company profits
It should improve
Overall performance
Public goodwill
Corporate image
Ultimately, it helps to achieve
Organizational goals
Customer satisfaction
Tips: Ask your student to identify the
communication and practice them.
internal
and external
business
Elements of Business Communication

There are seven essential elements to successful business communication:
Structure
Clarity
Consistency
Medium
Relevancy
Primacy/Recency
Psychological Rule of 72
366
If you are going to communicate effectively in business it is essential that you have a
solid grasp of these seven elements.
Structure: How you structure your communication is fundamental to how easily it is
absorbed and understood by your audience. Every good communication should have
these three structural elements:
1. an opening
2. a body
3. a close
4. clarity
5. consistency
6. medium
This structural rule holds true no matter what your communication is -- a memo, a
phone call, a voice mail message, a personal presentation, a speech, an email, a
webpage, or a multi-media presentation.
Remember - your communication's audience can be just one person, a small team, an
auditorium full of people or a national, even global, group of millions.
In this instance size doesn't matter -- the rules remain the same.
Opening
An opening allows your communication's audience to quickly understand what
the communication is about.
Short, sharp and to the point, a good opening lets your audience quickly reach
a decision of whether or not to pay attention to your message.
Time is a precious resource, after all, and the quicker you can 'get to the point'
and the faster your audience can make that 'disregard/pay attention' decision
the more positively they will view you --- which can be VERY important if you
need or want to communicate with them in the future.
Body
Here's where you get to the 'heart' of your message.
It is in the body of the message that you communicate all of your facts and
figures relative to the action you want your communication's audience to take
after attending to your message.
Keep your facts, figures and any graphs or charts you might present to the
point. Don't bog down your audience with irrelevant material, or charts with
confusing, illegible numbers and colours.
367
Close
The Close is where you sum up your communication, reminds your audience of
your key points, and leaves them with a clear understanding of what you want
them to do next.
The more powerfully you can end your communication, the more easily
remembered it will be by your audience.
Clarity
Be clear about the message you want to deliver, as giving a confused message
to your audience only ends up with them being confused and your message
being ignored.
If you are giving a message about, say, overtime payments don't then add in
messages about detailed budget issues or the upcoming staff picnic -- UNLESS
they ABSOLUTELY fit in with your original message.
It's far better and clearer for your audience if you create a separate
communication about these ancilliary issues.
Consistency
Nothing more upsets a regular reader of, say, your newsletter than
inconsistency of your message.
Taking a position on an issue one week, only to overturn it the next, then
overturn THAT position the following week, only breeds distrust in your
message.
And distrust in you!
People who distrust you are exceedingly unlikely to take the action you wish
them to take. They are also highly unlikely to pay any attention to your future
messages.
As well as consistency amongst multiple messages, be aware that
inconsistency within your message can be just as deadly to audience
comprehension.
At the risk of sounding like the Grouchy Grammarian, please make sure that
your tenses remain the same, that your viewpoint doesn't wander between the
1st and 3rd person and back again (unless you deliberately want to create a
linguistic or story-telling effect be careful with this!) and that your overall
'theme' or message doesn't change.
Medium
If the only tool you have in your tool bag is a hammer, pretty soon everything
starts to look like a nail.
Similarly, if all you believe you have as a communications tool is Power Point
then pretty soon all you'll do is reduce every communications opportunity to a
Power Point presentation. And as any of us who have sat through one too many
boring slideshows will attest, "seen one, seen 'am all"
368
There are a myriad of ways you can deliver your messagethe trick is to use
the right one.
There's absolutely no value in spending the least amount of money if the medium you
choose doesn't deliver on any of the other criteria. So what media are available? You
have a choice from any one or combination of the following:
paper-based memo
one-to-one face-to-face presentation
one-to-one phone presentation
one-to-many personal presentation
one-to-many phone presentation
voice email
webcast/webvideo
television broadcast
tv/film commercial
letter
seminar
meeting
plain text email
text + graphics email
webpage
radio broadcast
press release
cd-rom/dvd
Choosing the right medium or media is obviously critical, as the fiscal costs of some in
the above list are higher than others. Get the media mix wrong and you could end up
spending a whole lot of time and money on a very visually attractive business
communication that delivers next-to-zero ROI (return on investment).
Relevancy: It never stop to amaze that business managers still believe that everyone
would be interested in their messageand then proceed to subject any and everyone
they can find to a horrendous PowerPoint slideshow put together by a well-meaning
but aesthetically-challenged subordinate. Screen-after-screen of lengthy text, in a
small barely legible font size (because a small font size is the only way to fit all of the
words onto the slide), which the manager duly and dully reads verbatim.
The psychological reality is that unless a person is interested in the subject of the
message they are highly unlikely to pay any attention. This means that if you force
them to attend to your message, you will actually turn them against you and be even
less likely to receive their attention in the future.
Save your in-depth budget and performance analysis Excel-generated charts for those
who genuinely care and need to know about such things. If your business
communication needs to touch on several areas that might not be of interest to your
entire audience, let them know of alternative resources that more fully address each
of these additional areas. You can do this by, for example, providing them with an
easily-remembered and written link to a webpage where a greater depth of
information can be stored.
Primacy/Recency: It is essential to know that, one week later, a business
communication is remembered by one or both of two things:
the power and memorability of its opening
369
the power and memorability of its close
Psychologists call the effect of remembering the first few items presented as a
'Primacy Effect'. Similarly, they call the effect of remembering the last few items
presented to you as a 'Recency Effect'. Since individuals differ in which Effect is the
most dominant for them, it is best to 'cover your bases' and make an effort to have
both a powerful and memorable opening and a powerful close. A powerful opening
can be anything that captures the audience's attention:
a quote,
a joke,
a loud noise,
a preposterous statement.
The Psychological Rule of 7 2 (seven plus minus two)
Psychologists have long known that the human brain has a finite capacity to hold
information in short-term or 'working' memory. Equally, the brain is also structured to
retain information in 'clusters' or groups of items. These clusters or groups average,
across the whole of mankind, at seven items, plus or minus two. Which means that
your audience is only able to hold on to between five and nine pieces of information
at any one time?
Similarly, your audience will group your business communication's message with
between four and eight other messages in their long-term memory. Now do you see
the importance of clarity of message and of having a distinctive and memorable
opening and close? If you want your key points to be remembered even five minutes
later, it is essential that you limit your business communication to between just five
and nine key points. Equally, if you want your key action points to be remembered
five weeks later, ensure that your communication is amongst the five to nine most
memorable messages your audience has attended to in the last five weeks.
The human brain 'chunks' information together, so if you have a long document or
communication that you want to deliver, especially on paper, then structure your
document so that you have:
72 'chapters' or sections
72 sub-sections in each section
If you find that you end up with 10 or 11 sub-headings in a chapter, or sub-sections in
a section, see if you are able to either consolidate two or three sub-sections in to, or
create a new main section out of them.
Tips: Ask your student to identify the elements of business communication and
analyze each element.
370
Business Communication Strategies

Retailers' communication strategies evolve as consumer media changes. Traditionally,
retailers run advertisements and promotions to attract customers to the store. The
introduction of loyalty cards gave retailers an opportunity to communicate regularly
and build relationships with customers. The growth of social media and mobile
communications is opening up new channels to interact with customers and make
timely offers when they are close to your store.
The most important communications strategy is to make potential customers aware of
your store and the products you offer. By advertising in local newspapers and printed
directories, like the telephone book, you can make it easy for customers to locate
your store. The online version of a traditional directory, as well as online consumer
review sites and city-based business guides, provides local information for consumers
who prefer to search online. You can also set up your own website with details of your
location, opening times and product range to communicate with Internet users.
Relationships
To protect your customer base and increase repeat sales, adopt a communications
strategy based on a loyalty program. Major retail groups operate programs that utilize
loyalty cards. Customers swipe their cards at the checkout and earn reward points to
use against future purchases. The cards also enable retailers to capture data on
individual customer's purchasing preferences and make personalized offers on
products that the customer buys regularly, encouraging their repeat business. You can
adopt the principles of a loyalty program, without the database element, by offering
customers vouchers or discounts against future purchases.
Mobile
With increasing numbers of consumers using mobile phones to get information on
stores, products and local deals, you can develop a mobile merchandising strategy to
communicate with consumers in your area. By participating in a service such as
Foursquare, you can attract and reward customers by offering mobile coupons, prizes
or discounts when they check in at your store using a mobile phone to register their
identity. According to the Foursquare website, an offer like a 5 percent discount on
their next purchase will encourage Foursquare members to shop with you. Discount
programs, including Group on and Living Social, also have mobile applications to
attract on-the-go customers into your business with a special offer. According to
Living Social, 87 percent of customers who use a Living Social deal to visit a
restaurant, plan to return to that business.
371
Social
A social media communication strategy can help you increase dialogue with your
customers and get valuable feedback on your products and standards of customer
service. You can set up a forum or comments page on your website where customers
can share their views. You can also use techniques such as blogs to provide customers
with news about your store and its products. "PR Week USA" described how a major
entertainment retailer provides customers with a special newsroom where they can
find news about entertainment, events at the store or recommendations on
entertainment products.
Employees
Don't forget to include employees in your communications strategy. By keeping them
informed on developments in the store, special customer offers and other product
news, you can be confident that they are communicating the right messages to your
customers, according to Chetochine Consulting Group. An electronic newsletter keeps
employees up to date, while an employee forum on your website encourages
employees to share views and tips on improving customer service.
Tips: Ask your student to select the effective business communication
strategies.
Session Plan 3: Elements of Business Communication

1. Session Topic: Elements of Business Communication
- Describe the importance of organizational culture in business communication
- Identify the internal and external business communication
- Describe the qualities that the team member should possess
- Identify the elements of business communication
- Select the effective business communication strategies
projector.
4. Preparations
students.
372

5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the business communication.
case studies etc.
5.2
Practical Session
1. Ask your student to visit to two retail stores to study the organizational
procedures.
2. Differentiate between healthy and unhealthy organizational culture.
3. Identify the types of business communication and practice the each type.
4. Identify the elements of business communication.
5. Find out the business communication strategies.
6. Demonstrate the knowledge of team work, taking initiatives, commitment, etc.
Tips: Ask your student to appreciate the importance of organizational culture in

business communication, identify the internal and external business
communication, find out the qualities that the team member should
possess, identify the elements of business communication and select the
effective business communication strategies.
5.3
Process
1.
2.
3.
4.
Conduct group discussion on elements of business communication.

Ask the students to prepare charts types of business communication.
Role play on communication with customers.
Role play on perform the qualities of the team members.
373

Part A
Describe the elements of communication.

Explain the types of business communication.
Differentiate between external and internal business communication.
Find out the strategies required for business communication?
Part B
Discuss the types of business communication.

Analyze the benefits of the business communication.
Concepts of business communication.
Business communication strategies.
What is external business communication?
What is internal business communication?
Difference between internal and external business communication.
Part C
Yes
Able to identify the types of business communication.
Able to differentiate between the internal and external
business communication.
Able to identify the elements of business communication.
Able to find out strategies of business communication.
No
374
Session 4: Preparation of Project Report

Relevant Knowledge
A project report is a record of any sort of project, whether it is a school
project, business project, or research project. Most commonly, project reports are
written to record the beginning, middle and end of specific project events, such as
business initiatives or school experiments. A project report can be written about
almost any topic, in fields such as science, marketing, education, or engineering.
However, to fulfill the standardized and formal requirements of teachers or
executives, professional project reports must have certain characteristics; these will
include specific sections of the project report, which are usually as follows:
Introduction
Table of Contents
Main Sections
Conclusion
References
To create a polished and impressive business report, a person or group must track the
timeline of a specific subject, experiment, or business initiative. For example,
a marketing department might be asked to write a project report on their latest
Internet-based ad campaign. If the marketing executives "rolled out" a new
website or social networking service, they will announce the occurrence during the
Introduction, and then detail the rollout during the main Section(s). In their
Conclusion, they will summarize exactly how successful or unsuccessful the project
was, in relation to their initial projections and goals. This Conclusion should be
supported by evidence prepared in the Main Sections; such evidence may include
tables, pie charts, graphs, and spread sheet excerpts.
Details are the heart of soul of any effective project report; dates, times, facts, and
figures must be used to build credibility. Whether a project report is written about a
new housing development, a science experiment, or an ad campaign's rollout, it
should be based on quantifiable information that is easy for a layman to understand.
The best project reports will be written according to a formal template, and they will
be completely honest reckonings of all of the good and bad things that transpired
during the central event's timeline. From the Introduction to the Conclusion, the role
of the project report is to provide a factual record of the event that may later be
used to make decisions about planning similar events or initiatives in the future; this
is one reason why a project report can be a valuable tool in the business world.
Tips: Ask your student to scope of Project Report and explain the role of project
associate.
375
Preparation of Project Report

Your company seeking financial assistance for implementation of its business idea is
required to prepare a Project Report covering certain important aspects of the
project as detailed below:
Promoters background/experience
Product with capacity to be built up and processes involved
Project location
Cost of the Project and Means of financing thereof
Availability of utilities
Technical arrangements
Market Prospects and Selling arrangements
Environmental aspects
Profitability projections and Cash flows for the entire repayment period of
financial assistance
Spreadsheets formats attached with this document will help you prepare a Detailed
Project Report for your Bank. You may omit the manufacturing related information in
case you are applying for a non-manufacturing project.
Since the appraisal of the Project involves evaluation of the Project in the following
areas, your company/you would be required to submit certain documents/information
in the matter.
Management Evaluation
Memorandum and Articles of Association - Object, authorized and paid-up share
capital, promoter's contribution, borrowing powers, list of directors on the
Board, terms of appointment of directors
Your company as the Promoter - Corporate plan of the Company, projects
promoted/implemented/under implementation, Bankers' report on dealings
and repayment of past loan assistance, details of group companies, operations,
balance sheet and profit & loss account of the promoter company
New Promoters - Educational background, any industrial experience, family
background, sources of income, details of personal properties, banker's
reference, income tax/ wealth tax returns
Management and Organization set up - Broad composition of the Board, details
of full time directors and their responsibilities, details of Chief executive and
functional executives including qualification, experience, organization set-up
for existing company and during project implementation for new company.
Technical Feasibility
Technology and manufacturing process - Proven/new technology, basis of
selection of technology, competing technologies, performance data of plants
376
based on the technology, details of licensor of technology, process flow chart

and description
Location of the Project - Location advantage, availability of raw material and
other utilities, infrastructure facilities, availability of labour, environmental
aspects
Plant and Machinery - List of machinery & equipment, details of suppliers,
competitive quotations, technical & commercial evaluation of major equipment
Raw material, Utilities and Manpower - Details of raw materials and suppliers,
electricity and water supply, basis of manpower estimates, details of
manpower e.g. managerial, supervisory, skilled/unskilled, training needs
Contracts - Agreement with contractors detailing on know-how, engineering,
procurement, construction, financial soundness and experience of contractors
Project monitoring and implementation - Mode of implementation, details of
monitoring team, detailed schedule of implementation.
Environmental Aspects - Air, Water and Soil Pollution, list of pollutants /
Hazardous substances, their safety, handling and disposal arrangements,
compliance with national and International Standards, Clearances and No
objection certificates required and obtained etc.
Commercial Viability
Existing and potential market demand and supply for the proposed product in
respect of volume and pattern
Share of the proposed product of the company in the total market through
marketing strategy
Selling price of the product and export potential, if any.
Buy-back arrangements, if any.
Financial Appraisal
Cost of the Project - This includes the cost of land & site development,
building, plant & machinery, technical know-how & engineering fees,
miscellaneous fixed assets, preliminary & preoperative expenses,
contingencies, margin money for working capital. Your company is expected to
submit realistic estimates and reasonableness of the cost of the project will be
examined with reference to various factors such as implementation period,
inflation, various agreements, quotations etc.
Means of Financing - Means of financing shall have to conform to proper mix of
share capital and debt. This includes share capital, unsecured loans from
Promoters/associates,
internal
accruals,
term
loans,
Government
subsidy/grant. Reasonableness of Promoters' contribution in the form of equity
and interest-free unsecured loans, if any, is ascertained in view of commitment
to the Project.
Profitability Projections - Past records of financial performance of your
company will be examined. Your company needs to submit profitability
377
estimates, cash flow and projected balance sheet for the project and for the
Company as a whole. Based on the projections, various financial ratios such as
Debt -Equity ratio, Current ratio, Fixed asset coverage ratio, Gross profit,
Operating profit, Net profit ratios, Internal rate of return(over the economic
life of the project), Debt Service Coverage ratio, Earning per share, Dividend
payable etc. would be worked out to ascertain financial soundness of your
Project.
Economic Viability
Your company will have to take real value of input as against the value
accounted in financial analysis for the purpose of economic evaluation of the
project.
Your company should carry out social cost benefit analysis as a measure of the
costs and benefits of the project to Society and the Economy.
Economic analysis is therefore aimed at inherent strength of the Project to
withstand international competition on its own.
Tips: Ask your student to identify the aspects of preparation of project report.
Outline for Preparing Project Report

Arrangement of contents: The sequence in which the project report material should
be arranged and bound should be as follows:
1. Cover Page & Title Page
2. Acknowledgement
3. Bonafide Certificate
4. Abstract
5. Content Page
a) Table of Contents
b) List of Tables
c) List of Figures
d) List of Symbols, Abbreviations and Nomenclature
6. Chapters
a) Introduction
b) Background
c) Body of Report
d) Evaluation
e) Conclusion and Future Work
7. Appendices
8. References
378
Page Dimension and Binding Specifications

The dimension of the project report should be in A4 size. The project report should
be bound using flexible cover of the thick white art paper. The cover should be
printed in black letters and the text for printing should be identical.
Preparation Format
1
2.
3.
4.
5.
Cover Page & Title Page: A specimen copy of the Cover page & Title page of
the project report are given in Appendix 1.
Acknowledgements: It is usual to thank those individuals who have provided
particularly useful assistance, technical or otherwise, during your project. Your
supervisor will obviously be pleased to be acknowledged as he or she will have
invested quite a lot of time overseeing your progress.
Bonafide Certificate: The Bonafide Certificate shall be in double line spacing
using Font Style Times New Roman and Font Size 14, as per the format in
Appendix 2. The certificate shall carry the supervisors signature and shall be
followed by the supervisors name, academic designation (not any other
responsibilities of administrative nature), department and full address of the
institution where the supervisor has guided the student. The term
SUPERVISOR must be typed in capital letters between the supervisors name
and academic designation.
Abstract: The abstract is a very brief summary of the report's contents. should
be one page synopsis of the project report typed double line spacing, Font
Style Times New Roman and Font Size 14. Somebody unfamiliar with your
project should have a good idea of what it's about having read the abstract
alone and will know whether it will be of interest to them.
Contents page: This should list the main chapters and (sub) sections of your
report. Choose self-explanatory chapter and section titles and use double
spacing for clarity. If possible you should include page numbers indicating
where each chapter/section begins. Try to avoid too many levels of subheading
- three is sufficient.
5.1
Table of Contents The table of contents should list all material
following it as well as any material which precedes it. The title page and
Bonafide Certificate will not find a place among the items listed in the
Table of Contents but the page numbers of which are in lower case
Roman letters. One and a half spacing should be adopted for typing the
matter under this head. A specimen copy of the Table of Contents of the
project report is given in Appendix 3.
5.2
List of Tables The list should use exactly the same captions as they
appear above the tables in the text. One and a half spacing should be
adopted for typing the matter under this head.
379
5.3
6.
List of Figures The list should use exactly the same captions as they
appear below the figures in the text. One and a half spacing should be
adopted for typing the matter under this head.
5.4
List of Symbols, Abbreviations and Nomenclature One and a half
spacing should be adopted or typing the matter under this head.
Standard symbols, abbreviations etc. should be used.
Chapters: The chapters may be broadly divided into 3 parts (i) Introductory
chapter, (ii) Chapters developing the main theme of the project work (iii)
and Conclusion. The main text will be divided into several chapters and each
chapter may be further divided into several divisions and sub-divisions. Each
chapter should be given an appropriate title. Tables and figures in a chapter
should be placed in the immediate vicinity of the reference where they are
cited. Footnotes should be used sparingly. They should be typed single space
and placed directly underneath in the very same page, which refers to the
material they annotate.
6.1
Introduction: This is one of the most important components of the
report. It should begin with a clear statement of what the project is
about so that the nature and scope of the project can be understood by
a lay reader. It should summarize everything you set out to achieve,
provide a clear summary of the project's background, relevance and
main contributions. The introduction should set the context for the
project and should provide the reader with a summary of the key things
to look out for in the remainder of the report. When detailing the
contributions it is helpful to provide pointers to the section(s) of the
report that provide the relevant technical details. The introduction itself
should be largely non-technical. It is useful to state the main objectives
of the project as part of the introduction. However, avoid the
temptation to list low-level objectives one after another in the
introduction and then later, in the evaluation section (see below), say
reference to like "All the objectives of the project have been met...".
6.2
Background: The background section of the report should set the
project into context and give the proposed layout for achieving the
project goals. The background section can be included as part of the
introduction but is usually better as a separate chapter, especially if
the project involved significant amount of ground work. When referring
to other pieces of work, cite the sources where they are referred to or
used, rather than just listing them at the end.
6.3
Body of report: The central part of the report usually consists of three or
four chapters detailing the technical work undertaken during the
project. The structure of these chapters is highly project dependent.
They can reflect the chronological development of the project, e.g.
design, implementation, experimentation, optimisation, evaluation etc.
If you have built a new piece of software you should describe and justify
380
7.
8.
the design of your program at some high level, possibly using an

approved graphical formalism such as UML. It should also document any
interesting problems with, or features of, your implementation.
Integration and testing are also important to discuss in some cases. You
need to discuss the content of these sections thoroughly with your
supervisor.
6.4
Evaluation: Be warned that many projects fall down through poor
evaluation. Simply building a system and documenting its design and
functionality is not enough to gain top marks. It is extremely important
that you evaluate what you have done both in absolute terms and in
comparison with existing techniques, software, hardware etc. This might
involve quantitative evaluation and qualitative evaluation such as
expressibility, functionality, ease-of-use etc. At some point you should
also evaluate the strengths and weaknesses of what you have done.
Avoid statements like "The project has been a complete success and we
have solved all the problems associated with ...! It is important to
understand that there is no such thing as a perfect project. Even the
very best pieces of work have their limitations and you are expected to
provide a proper critical appraisal of what you have done.
6.5
Conclusion and Future work: The project's conclusions should list the
things which have been learnt as a result of the work you have done. For
example, "The use of overloading in C++ provides a very elegant
mechanism for transparent parallelisation of sequential programs". Avoid
tedious personal reflections like "I learned a lot about C++
programming..." It is common to finish the report by listing ways in
which the project can be taken further. This might, for example, be a
plan for doing the project better if you had a chance to do it again,
turning the project deliverables into a more polished end product.
Appendices: Appendices are provided to give supplementary information,
which is included in the main text may serve as a distraction and cloud the
central theme. Appendices should be numbered using Arabic numerals, e.g.
Appendix 1, Appendix 2, etc. Appendices, Tables and References appearing in
appendices should be numbered and referred to at appropriate places just as in
the case of chapters. Appendices shall carry the title of the work reported and
the same title shall be made in the contents page also.
List of References: The listing of references should be typed 4 spaces below
the heading REFERENCES in alphabetical order in single spacing left
justified. The reference material should be listed in the alphabetical order of
the first author. The name of the author/authors should be immediately
followed by the year and other details.
Tips: Ask your student to describe Project Work/ Assignment and outline the
preparation of project report.
381
Characteristics of Good Project Report

The market research is normally outsourced to third party agencies by organizations
and in turn they create a professional report to the organization. These reports are
preferably provided to senior officials who are the critical decision makers of the
organization. Hence these reports need to be exclusively efficient and well formatted
and the matter should be limpid, analytical and directive.
The actual facts must be depicted clearly and it is desirable that the data and results
are furnished in graphical or tabular format which could create a substantially good
impression and is unambiguous to understand. The reports must be essentially capable
to compare related information in the report so that conclusions can be derived
potentially and easily. It is necessary for a report to contain following details to be
called a good report:
Report should follow the exact predefined goals and objectives. If there is any
sort of divergence of related information which does not match the goals then
the results are of no use. In fact there is a probability of landing up in making
negative or out of focus strategies, which will be very dangerous.
The report should always contain the executive summary of the work. This is
generally kept before the actual report starts as it shows the summary of the
desired business plan.
Apart from the actual analysis the report should also depict the reasons of
making this report and what advantages and profit it can provide after
successful implementation of business plans described inside the report.
It should also contain the methodology of the research which shows the overall
process adopted to create the report.
It is important that the report contains the possibility of errors in any of the
module or process so that immediate measures could be taken to cope up with
these errors.
The report should contain the description of the questionnaires used in analysis
and the way it has been prepared.
The methodology used in the interviews should also be elaborated and what
was achieved in this should also be described.
If the information show that some aspects needs to predict the future trends
then the reports should depict that prediction. This prediction should have
scale of success so that the accuracy could be judged efficaciously. The report
should also define each and every variable and element used in creating these
predictive analyses.
The report should be flexible enough to be changed accordingly. The analytical
information described inside the report should be maintained in such a way
that there is no extra effort labored if any strategy or process it to be changed
in future. It should necessarily mould the changes without changing the
structure of the report.
382
The analytical report creation is very important phase of market research

which acts as a blueprint of the business plan which is to be executed. By
following the above guidelines while report generation process can be
efficiently taken care of.
Tips: Ask your student to identify the characteristics of good project report.
Session Plan 4: Preparation of Project Report

1. Session Topic: Preparation of Project Report
2. Objectives: To develop students knowledge, skills and abilities to describe
Project Work/ Assignment and outline the preparation of project report.
projector.
4. Preparations
students.
5.1
Interactive Lecture
Duration: 1 Hour
Process
presentation.
students.
5. Discuss case study on the preparation of project work.
case studies etc.
383
5.2
Practical Session
1. Ask your student to visit the libraries of different academic centers and
observe how to prepare the project reports as per their nature.
2. Ask your student to visit retail store and enquire about retailers strengths
and weaknesses.
3. Make a assignment on-Impact of FDI in retail on economy of the nation and
likewise.
4. Formulate the group for project work and allot them a topic and ask them
to provide a brief overview of the retail sector.
5. Prepare a project report and demonstrate prepared project report through
audio visual system.
6. Describe the current climate and market situation in retail.
Tips: Ask your student to describe Project Work/ Assignment and outline the
preparation of project report.
5.3
Process
1. Conduct group discussion on preparation of project report.
2. Ask the students to prepare charts on detail format of project assignment.
3. Role play to act as project associate and demonstrate the components covered
under the project report.
4. Conduct group discussion on presentation of project report.

Part A
Discuss preparation of project report.

Discuss meaning of project report.
Describe characteristics of good project report.
Identify the need to submit all the document of project report.
Part B
Concept of project report.

Characteristics of project report.
Importance of project report.
Format of project report.
Format of front page, Bonafied certificate and, conduct page of the project
report.
384
Part C
Yes
No
Able to identify characteristics of project report.

Able to identify importance of project report.
Able to identify format of project report.
Able to identify need to prepare project report.
Able to identify content arrangement of the project report.
385
Suggested Support Material/References

1.
2.
386

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Organized Retailing

NVEQF Level 3 Class XI

iaa-lq-'k'k- dsUnzh; O;kolkf;d f'k{kk laLFkku]

PSS Central Institute of Vocational Education, 2012

9 to 13 July, 2012 at Department of Commerce, SNDT, Women's University,

About the Handbook

General Instructions for Teachers

Read the Teachers Handbook carefully before teaching or conducting

About the Handbook

General Instructions for Teachers

National Occupation Standards (NOS)

RS301 Fundamentals of Retailing

RS302 Retail Marketing Mix

RS303 Merchandising Management

RS304 Retail Store Layout and Design

RS305 Retail Selling Skills

RS306 Customer Relationship Management

RS308 Business Communications

Suggested Support Material/ References

National Occupation Standards (NOS)

mediums of business communication relevant to

Maintain the availability

Organize the receipt and

Develop individual retail

E1: Organize staff to display goods for retail sale

Reducing the risks to

How different types of display

Confirm the purpose of the

how effective they are

goods, including dealing with

Make sure that the area for

improving the ways stock is

need to spot stock that is out

Gather informal feedback

impression of changes that

Exchange relevant information

Pass on written information

The regulations or policies

clearly, using appropriate

Reducing the Current

Maintain the Availability of Goods for Sale to

Element 1: Organize Staff to Display Goods for Retail Sale

Element 2: Assess how Effective Displays are in a Retail Environment

PC10. Identify what standards the display should meet

Element 3: Keep Products Available and Maintain their Quality in a Retail

PC16. Collect and record accurate information on price changes

Competency Statement 2: Organize the Receipt and Storage of Goods in a Retail

Organize and Maintain Storage Facilities in a Retail Environment

Teaching and Learning Method: Interactive Lecture, Demonstration, Visits

Organise storage facilities to take account of day-to-day work, safety

Element 3: Check the Storage and Care of Stock in a Retail Environment

PC14. Keep up a routine for checking storage facilities and stock

Competency Statement 3: Support Customer Service Improvements

Element 2: Contribute to the Implementation of Changes in Customer Service

PC9. Keep your customers informed of changes to customer service

Element 3: Assist with the Evaluation of Changes in Customer Service

Competency Statement 4: Develop Individual Retail Service Opportunities

Element 2: Market your Service to Potential Retail Clients

PC7. Spot suitable opportunities to approach potential clients

Competency Statement 5: Communicate Effectively with Stakeholders

PC 1. Pass on written information only to those people authorized to receive it

Element 2: Communicate Effectively with Stakeholders & Customers

PC 9. Accurately interpret and act upon instructions that you receive