Elements of business skills chapter 2 slides


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Elements of business skills chapter 2 slides

  1. 1. Chapter 2: The Retail Industry
  2. 2. What is Retailing? <ul><li>buying products from wholesalers </li></ul><ul><li>pricing the products </li></ul><ul><li>keeping the store in good condition </li></ul><ul><li>displaying the products </li></ul><ul><li>employing sales assistants </li></ul><ul><li>providing necessary product information to customers </li></ul><ul><li>providing after sales service </li></ul>
  3. 3. Who are Retailers? WHOLESALERS CUSTOMERS &quot;END USERS&quot; Retailers are businesses that are involved in retailing. They buy products from wholesalers and sell them in smaller quantities or as individual items to customers. These customers are also known as the end users.
  4. 4. Retailing Methods Telephone Retail Store Internet Vending machines Direct Mail
  5. 5. Types of Retail Stores Specialty Store Convenience Store Department Store Supermarket Hypermarket
  6. 6. Specialty Store <ul><li>Specialty stores sell a specific range of products and related items such as clothing, accessories, shoes and bags, books and stationery, and medicine and toiletries. </li></ul>
  7. 7. Specialty Store <ul><li>Cater to a specific market </li></ul><ul><li>Have a distinct image </li></ul><ul><li>Offer a wide selection of specific range of products </li></ul><ul><li>Offer personalised service </li></ul><ul><li>Offer expert product knowledge </li></ul>
  8. 8. Convenience Store <ul><li>Convenience stores are small stores that sell a limited variety of fast-moving basic food and non-food products. </li></ul>
  9. 9. Convenience Store <ul><li>These products include: </li></ul><ul><li>food such as drinks, bread, instant noodles, biscuits and snacks; </li></ul><ul><li>printed materials such as newspapers and magazines and </li></ul><ul><li>healthcare and beauty items such as soap, shampoo, medicine and plasters </li></ul>
  10. 10. Convenience Store <ul><li>Some other characteristics are: </li></ul><ul><li>Sell products that are purchased daily or frequently used by customers </li></ul><ul><li>Sell products that are usually inexpensive </li></ul><ul><li>Located in neighborhood areas , along busy roads or petrol stations </li></ul><ul><li>Usually open for long hours for seven days a week </li></ul>
  11. 11. Department Store <ul><li>Department stores are large retail stores with many different departments selling a wide variety of products. </li></ul><ul><li>Department stores provide shoppers with a ‘ one-stop ’ shopping experience. This means that customers can probably buy most of the things they need within the same department store. </li></ul>
  12. 12. Department Store <ul><li>Some other characteristics are: </li></ul><ul><li>Located in major shopping centres </li></ul><ul><li>Have more than one floor </li></ul><ul><li>Provide a wide range of customer services such as delivery, alteration of clothing and gift wrapping </li></ul><ul><li>Provide special staff expertise in various product departments </li></ul>
  13. 13. Supermarket <ul><li>Supermarkets are large stores that sell groceries, fresh produce, dairy products and household items. </li></ul><ul><li>Supermarkets are bigger in size in comparison to convenience store and sell their products at cheaper prices. </li></ul>
  14. 14. Supermarket <ul><li>Some other characteristics are: </li></ul><ul><li>Sell mainly food products </li></ul><ul><li>Offer competitive prices </li></ul><ul><li>Encourage self-service </li></ul>
  15. 15. Hypermarket <ul><li>Hypermarkets are markets that combine the features of a supermarket , a department store and specialty store. They carry an enormous range of products under one roof. These products include a full range of groceries, household products and apparel. </li></ul>
  16. 16. Hypermarket <ul><li>Some other characteristics are: </li></ul><ul><li>Use basic display racks </li></ul><ul><li>Offer competitive prices </li></ul><ul><li>Allow customers to choose from a wide variety of products </li></ul><ul><li>Encourage self-service </li></ul>
  17. 17. … is the overall impression that customers have of the store. Store Image
  18. 18. Store Image Presentation of Merchandise Store Layout Store Design Lighting Fixtures Product Selection Product Price Customer Service
  19. 19. … is the appearance of the store. It is the most important element to consider when making a store look attractive. Store Design
  20. 20. Store Design <ul><li>Exterior of the Store </li></ul><ul><li>Interior of the Store </li></ul>
  21. 21. Exterior of the Store Store Signage Entrance Display Window
  22. 22. Display Window <ul><li>… is the visible area located beside the store entrance. It is used to showcase the merchandise the store is selling. </li></ul>
  23. 23. Store Signage <ul><li>… shows the store name and/or logo. A store name should be easy to read and remember. It should also reflect the store image. </li></ul>
  24. 24. Store Entrance <ul><li>… must make the customer feel welcome. Most stores have wide, open and inviting store entrances. This allows the attractive interior to be seen. </li></ul>
  25. 25. Interior of the Store <ul><li>… consists of the ceiling, flooring and walls. The general design must be in harmony with the exterior to present the right image. </li></ul>
  26. 26. Interior of the Store <ul><li>It affects the customers’ buying mood and influences his/her decision to buy the products. </li></ul>
  27. 27. Interior of the Store … white flooring gives the impression of cleanliness … wooden flooring improves the quality image of the store
  28. 28. A store layout is needed to show the arrangement and location of things within the store such as fixtures, products, cashier counters and fitting rooms. Store Layout
  29. 29. Store Layout <ul><li>The retailer must consider: </li></ul><ul><li>how to allocate more space to products that are profitable and sell well </li></ul><ul><li>how the products should be displayed </li></ul><ul><li>what types of fixtures to use </li></ul><ul><li>where the fixtures should be located </li></ul><ul><li>where the cashier counters should be located </li></ul><ul><li>where the fitting rooms and store rooms should be located </li></ul>
  30. 30. Store Layout <ul><li>The layout of the store will determine how a customer will walk within a store. It is important that the store be designed to allow enough space for the customers to browse and view the products. </li></ul>
  31. 31. Grid Pattern Layout <ul><li>The most common type of floor layout is the grid pattern layout. It is a straightforward arrangement of fixtures that makes use of good space. It also makes it easy for customers to walk about, encourages self-service and discourages shop lifting. </li></ul>
  32. 32. Presentation of Merchandise Products that are bought or sold in businesses
  33. 33. Ways to present merchandise On the selling floor On the fixtures In the window
  34. 34. <ul><li>Steps </li></ul><ul><li>Decide on a theme for the window. You can base it on the merchandise or an event. </li></ul><ul><li>Select suitable merchandise and props according to the theme. </li></ul>How to present merchandise in the window
  35. 35. <ul><li>Steps </li></ul><ul><li>Arrange the merchandise and props to attract customers’ attention. </li></ul><ul><li>Make sure there is enough lighting on the merchandise and props so customers can see them clearly. </li></ul>How to present merchandise in the window
  36. 36. <ul><li>Steps </li></ul><ul><li>Divide all the merchandise into various categories. </li></ul><ul><li>Think about how the customers will shop for he various categories of merchandise. </li></ul><ul><li>Decide where to put the various categories of merchandise. </li></ul><ul><li>Use the cross-presentation idea to present your merchandise. </li></ul>How to present merchandise on the selling floor
  37. 37. Cross Presentation Cross presentation is the putting related products together to encourage customers to buy more.
  38. 38. <ul><li>Steps </li></ul><ul><li>Use merchandise fixtures such as racks, hang bars, shelves and tables. </li></ul><ul><li>Select a suitable fixture to match the merchandise. </li></ul>How to present merchandise on the fixtures
  39. 39. <ul><li>Steps </li></ul><ul><li>Decide on the amount of merchandise to be put on the fixtures. </li></ul><ul><li>Arrange the merchandise neatly and attractively on the fixtures. </li></ul>How to present merchandise on the fixtures