1.

RETAIL MANAGEMENT AN INTRODUCTION

2. RETAILING IS A PART OF OUR LIFE • IN RECENT PAST BUYING AND SELLING HAS
BECOME MORE FORMAL AND BRAND DOMINATED • TRADITINAL FORMS CO
EXSIST WITH ORGANIZED RETAILERS.
3. RETAILING IS……. IT ENCOMASSES THE BUSINESS ACTIVITIES INVOLVED IN
SELLING GOODS AND SERVICES TO CONSUMERS FOR THEIR PERSONAL , FAMILY,
OR HOUSEHOLD USE. It includes every sale to final consumer ranging from cars to
apparel to meals at restaurants to movie tickets. Retailing is the last stage in the
distribution channel
4. THE TYPICAL DISTRIBUTION CHANNEL
5. DAVID GILBERT DEFINED RETAIL AS- ANY BUSINESS THAT DIRECTS  ITS
MARKETING EFFORTS TOWARDS SATISFYING THE FINAL CONSUMER BASED UPON
THE ORGANIZATION OF SELLING GOODS AND SERVICES AS MEANS OF
DISTRIBUTION

6. What is Retailing- Retailing includes all the activities involved in selling goods or

services directly to final consumers for personal, nonbusiness use-by Kotler
7. Retail management is….. • The process of bringing the ultimate user to the main
producer through a series of stages where retailing is the last one. • It is not
limited to quantities but to the exact requirement of last user. • Bringing about
operational efficiency at this last stage and making an environment so compelling
that the consumer looks no where else.
8. Retail management is an art. • It requires a number of management tool for a
complete end user satisfaction. • Retail management is getting to know the final
user on behalf of a manufacturer.
9. Effective retail management
10. The retailer must keep a record of all the products coming into the store. •
The products must be well arranged on the assigned shelves according to size,
color, gender, patterns etc. • Plan the store layout well. • The range of products
available at the store must be divided into small groups comprising of similar
products. Such groups are called categories. A customer can simply walk up to a
particular category and look for products without much assistance.
11. A unique SKU code must be assigned to each and every product for easy
tracking. Necessary labels must be put on the shelves for the customers to locate
the merchandise on their own. Don’t keep the customers waiting. Make sure the
sales representatives attend the customers well. Assist them in their shopping.
Greet them with a smile The retailer must ensure enough stock is available at the
store.
12. Make sure the store is kept clean. Don’t stock unnecessary furniture as it
gives a cluttered look to the store. The customers must be able to move freely. •
 The store manager, department managers, cashier and all other employees
should be trained from time to time to extract the best out of them. They should
be well aware of their roles and responsibilities and customer oriented. They
should be experts in their respective areas.
13. The store manager must make daily sales reports to keep a track of the cash
flow. Use softwares or maintain registers for the same. Remove the unsold
merchandise from the shelves. Keep them somewhere else. Create an attractive
display. Plan things well in advance to avoid confusions later on.
14. Retail comes from….. • A French word • To cut off, clip off, divide.
15. Characteristics of retailing • Direct end user interaction • Sales are in smaller
unit size but on frequent bases. • Location is a critical factor. • Services are as
important as core products.
16. They offer an assortment of products. • Large number of retail outlet in
comparison to other members of the chain. • The average amount of sales
transaction for retailers is much small . • Final consumer makes many unplanned
or impulse purchase. • Retail customer usually visit a store even if website sales
exists.
17. Functions of a retailer • Providing an assortment of products • Breaking the bulk
• Holding stock • Providing services
18. Providing an assortment of products • Provide a large variety of products. • The
same as well as different brands • Consumers thus have a wide range to choose
from. • Retailers balance the demand from both sides. • They may specialize in
one kind of assortment.
19. RETAILER OF A, B, C, D Manufacturer of A WHOLESALER OF A & B RETAILER OF A,
B, C, D Manufacturer of B Manufacturer of C WHOLESALER OF C & D RETAILER OF
A, B, C, D Manufacturer of D
20. CUSTOMER OF PRODUCT A RETAILER OF A, B, C, D CUSTOMER OF PRODUCT B
CUSTOMER OF PRODUCT C CUSTOMER OF PRODUCT D
21. examples
22. BREAKING THE BULK • PRODUCERS SELL IN LARGE QUANTITIES AND
CONSUMERS BUY IN SMALL QUANTITIES.
23. HOLDING STOCK • HOLDS STOCK FOR THE MANUFACTURERS • MAINTAIN AN
INVENTORY FOR INSTANT AVAILABILTY OF PRODUCTS FOR CONSUMER. • THIS
HELPS TO KEEP PRICES STABLE.
24. ENABLING MANUFACTURER TO REGULATE [Link]
CONSUMERS TO KEEP PRODUCTS IN SMALL QUANTITIES
25. PROVIDING SERVICES • CREDIT TO CONSUMERS • DISPLAY OF PRODUCTS ,
CONSUMERS CAN SEE AND TEST THEM • SALES PEOPLE TO ANSWER QUESTIONS
AND