Retail management can reIer to the way business is conducted in the retail sector : the very

stage in which goods and services are delivered to their end users.
As a job sector, Retail Management oIIers positions with names like Retail Store Manager,
Retail Area Manager or Retail Assistant Store Manager.

Depending on the business model, management can be conducted local or central whereby
the approach (how do we approach the customer?) is local, national or global. It is the way
business is lead in the retail sector - with retail
being the delivery oI goods and services to end user
(the last station in the production process)

I preIer to understand "Retail Management" as:
The process oI bringing the ultimate user to the main producer, through a series oI stages,
where retailing is the last one. It is not limited to quantities, but limited to the exact
requirement oI the ultimate user. ThereIore, bringing about operational eIIiciency at this last
stage, and creating an environment so compelling that he looks nowhere else, is "Retail
Management".
RM- is an art, and necessitates employing several tools oI logistics management Ior a
complete end user satisIaction. RM - is getting to know the Iinal user on behalI oI the
producer. RM - is a process oI Iacilitation.




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Need for Retail Management - Why retail management ?
!eter wanted to giIt his wiIe a nice watch on her birthday. He went to the nearby store to
check out Iew options. The retailer took almost an hour to Iind the watches. This irritated
!eter and he vowed not to visit the store again.-An example oI poor management.
You just can`t aIIord to make the customer wait Ior long. The merchandise needs to be well
organized to avoid unnecessary searching. Such situations are common in mom and pop
stores (kirana stores). One can never enjoy shopping at such stores.
Retail management saves time and ensures the customers easily locate their desired
merchandise and return home satisfied.
An eIIective management avoids unnecessary chaos at the store.
IIective Management controls shopliItings to a large extent.
The retailer must keep a record oI all the products coming into the store.
The products must be well arranged on the assigned shelves according to size, colour,
gender, patterns etc.
!lan the store layout well.
The range oI products available at the store must be divided into small groups
comprising oI similar products. Such groups are called categories. A customer can
simply walk up to a particular category and look Ior products without much
assistance.
A unique SKU code must be assigned to each and every product Ior easy tracking.
ecessary labels must be put on the shelves Ior the customers to locate the
merchandise on their own.
Don`t keep the customers waiting.
Make sure the sales representatives attend the customers well. Assist them in their
shopping. Greet them with a smile
The retailer must ensure enough stock is available at the store.
Make sure the store is kept clean. Don`t stock unnecessary Iurniture as it gives a
cluttered look to the store. The customers must be able to move Ireely.
The store manager, department managers, cashier and all other employees should be
trained Irom time to time to extract the best out oI them. They should be well aware oI
their roles and responsibilities and customer oriented. They should be experts in their
respective areas.
The store manager must make daily sales reports to keep a track oI the cash Ilow. Use
soItwares or maintain registers Ior the same.
Remove the unsold merchandise Irom the shelves. Keep them somewhere else.
reate an attractive display.
!lan things well in advance to avoid conIusions later on.
Ask the customers to produce bills in case oI exchange. Assign Iixed timings Ior the
same. Don`t entertain customers aIter a week.




Retail management is a challenging career in an economically precarious industry. Getting
started is simple, but remaining in demand and getting consistent opportunities Ior
advancement may be tricky. Learn some insights about retail management, Iind out how to
get started, how to pick a good retailer to work Ior, and how to get promoted to higher tiers oI
management.
8elaLed Searches
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O nllne 8eLall ManagemenL
. Forms of Retail Management
4 Retail management diIIers in scope, depending on the position you attain, the
size oI the store you work Ior and the retail sales volume your store generates.
Assistant store managers and store managers are the quintessential Iirst tier oI
retail management.
ext come regional managers, who may manage two or more stores in a
geographic locale. Store managers report to regional managers, receive their
merchandising instructions Irom them, and rely on Ieedback and occasional
visits to stay on track.
Home oIIice retail managers are in charge oI two or more geographic regions.
They are in constant contact with region managers and seek to make all
regions proIitable with respect to their retail sales numbers.
Retail store owners are the highest tier oI retail management. Their
involvement varies, depending on the management structure they put in place.
Some owners are very hands-on when it comes to the day-to-day store
operations; others preIer to remain in the background and review quarterly
Iigures.
oosing a Retailer to Work for
4 'isit the ational Retail Federation (see the link in Resources) and research
the inIormation available on various industry trends. It's unlikely that your
career will take oII iI the retailer you choose to work Ior is on the verge oI
bankruptcy. Instead, Iind a retail venue, chain store or retail Iield that is
currently proIitable, going strong and shows a growth trend.
etting Started in Retail Management
4 The easiest way to get started in retail management is to work your way up.
Start as a cashier or stocker, impress your supervisor with your customer
service skills, good attitude and dependability, and over the course oI a Iew
years you could Iind yourselI promoted to shiIt supervisor and eventually
assistant manager. When the time is right, you may also apply Ior manager
positions and get a promotion into retail management. This is a time-
consuming process, but many retail managers Iind this is how they got started.
Another option is to attend a career college, such as the online Ashworth
ollege (see the link in Resources) and earn a retail management diploma.
Associate degrees in marketing or business management--or bachelor's or
master's degrees in management, business administration or marketing--might
make you more appealing to a hiring manager. You may even start out as lead
cashier, assistant manager or supervisor right away. From there, you still need
to prove yourselI to make it to the higher tiers oI retail management.
Skills Needed in Retail Management
4 Retail management is a balancing act that requires a mix oI human resources
management, marketing, communications and sales experience. Other skills
include the art oI turning a customer's shopping experience into a positive
outing, using a greeting to make a great Iirst impression, understanding the
steps oI a sale in progress, and learning how to heighten employee eIIiciency
when dealing with customers. Loss prevention is another skill that must be
honed when working in retail management.
Misconceptions
4 It's a common misconception that retail management is similar Irom store to
store. This is untrue, considering that the clientele, target demographics and
merchandising schemes vary between locales. This is true even at chain stores;
retail managers routinely cross-train in other venues to learn how to deal with
diIIerent customers, their unique needs and the expectations they have.

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