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This concise and reader-friendly book is for aspiring businessmen and women who desire to be successful. It talks about operational details and the day-to-day running of a shop or chain of stores. The 4-colour book includes pictures of store layouts, merchandise displays and promotional activities so that important points are depicted in a clearer manner.
ABOUT THE AUTHORS FOREWORD PREFACE ACKNOWLEDGEMENTS
CHAPTER 1 WELCOME TO THE WORLD OF RETAILING
1.1 What is Retailing? 1.2 Why is Retailing Important? 1.3 Major Formats of Retailing 1.4 Functions of Retailers 1.5 Concerns of Retailers 1.6 The Future of Retailing
Viewpoint Simple Ways to Enhance Your Retail Sales
CHAPTER 2 THE RETAIL STORE CUSTOMER
2.1 What is a Customer? 2.2 Types of Customers 2.3 Basic Needs of Customers 2.4 Why do Customers Patronise a Retail Store? 2.5 What is Customer Service? 2.6 How to Deliver Customer Service? 2.7 Benefits of Customer Service
Viewpoint Winning Life-Long Customers
CHAPTER 3 SHOP LOCATION AND SITE
3.1 Importance of Location and Site 3.2 Definitions: Location and Site 3.3 Evaluation and Selection Guidelines Viewpoint Types of Shopping Locations
CHAPTER 4 DAILY OPERATING POLICIES & PROCEDURES
4.1 Shop Opening Tasks 4.2 Closing Procedure Viewpoint Maintaining Standards – How can you help?
CHAPTER 5 STOCK MANAGEMENT
5.1 Ordering 5.2 Receiving 5.3 Checking 5.4 Marking / Price Tagging 5.5 Storage 5.6 Inter-Shop Transfers 5.7 Expiry and Damaged Control 5.8 Returns and Claims 5.9 Stock Take 5.10 Staff Purchases
Viewpoint Markdowns – Do you need to plan for price adjustments?
CHAPTER 6 CASH HANDLING AND CONTROL
6.1 Cash Register 6.2 Payment Processing 6.3 Cash Management Viewpoint Help your cashiers to serve the customer better
CHAPTER 7 UPKEEPING SHOP IMAGE
7.1 Shop Layout 7.2 Housekeeping and Maintenance 7.3 Front End Tasks 7.4 Back End Tasks 7.5 Schedules for Housekeeping and Maintenance Viewpoint Staff Appearance and Conduct
CHAPTER 8 SHOP SAFETY AND SECURITY
8.1 Shop Safety 8.2 Preventive Measures 8.3 Remedial Works 8.4 Shop Security
Viewpoint The Retailer and Occupier’s Liability
CHAPTER 9 SALES POLICIES
9.1 Tills and Receipts 9.2 Merchandise Reservation 9.3 Refund and Exchange 9.4 Delivery
Viewpoint A Sample Store Policy CHAPTER 10 CUSTOMER SERVICE DECISIONS
10.1 A Service Strategy 10.2 Customer Service Programme 10.3 Handling Customers Effectively 10.4 Handling Enquiries 10.5 Product Knowledge 10.6 Handling Complaints 10.7 Service Recovery
Viewpoint Simple actions but significant payoffs
CHAPTER 11 THE ART OF RETAIL SELLING
11.1 The Retail Selling Process 11.2 Pre-Customer Contact 11.3 Step One – Acknowledge 11.4 Step Two – Approach 11.5 Step Three – Identify Needs 11.6 Step Four – Presenting the Products and Sell Benefits 11.7 Step Five – Handle Objections and Queries 11.8 Step Six – Close the Sales 11.9 Step Seven – Add-On Selling 11.10 Step Eight – Farewell and Follow-Up 11.11 Getting Ready to Sell by Building Confidence
Viewpoint Employees – Your Greatest Weapon
CHAPTER 12 MERCHANDISE DECISIONS
12.1 The Six Rights of Merchandising 12.2 Merchandise Buying 12.3 Merchandise Control
Viewpoint How to maintain a healthy balance of inventory and sales?
CHAPTER 13 MARKETING PRACTICES
13.1 Advertising 13.2 Sales Promotion 13.3 Merchandise Presentation 13.4 Visual Presentation 13.5 Customer Loyalty Scheme
Viewpoint The personality of your retail shop
CHAPTER 14 RETAILING AND YOU
14.1 Legal Issues 14.2 Ethical Issues 14.3 The Consumer Protection (Fair Trading) Act
Viewpoint Avoiding the legal pitfalls of irresponsible advertising
CHAPTER 15 INFORMATION TECHNOLOGY (IT) AND RETAILING
15.1 Point-Of-Sale (POS) Systems 15.2 Internet Technology 15.3 Interactive Kiosks 15.4 Additional Technology Applications 15.5 Misconception About IT Systems 15.6 Challenges Ahead
Viewpoint “Retail Pro” – An excellent software system
CHAPTER 16 ORGANISATION AND PEOPLE MANAGEMENT
16.1 Organisation Structure 16.2 Culture Development 16.3 People Management 16.4 Retailer’s Options
Viewpoint Samples: Documents for Recruitment
CHAPTER 17 FINANCIAL CONTROL
17.1 Financing the Initial Operation 17.2 Budgetary Control 17.3 Evaluation of Merchandise Effort 17.4 Evaluation of the Retail Performance
Viewpoint Towards a better managed and more profitable business