This document discusses the author's experience in retail sales. It begins by defining different types of retail stores based on ownership structure: company-owned, company-franchised, and franchise-owned. It then covers pricing strategies, common retail offers, types of customers, and differences between online and offline retail sales. Overall, the author emphasizes the importance of professionalism, customer service, and relationship-building for salespeople. Maintaining good relationships leads to increased customer loyalty and sales over time.

1. My experience With Retail
Hardev Singh
Sales Exicutive , Peter England
Madura F&L Style
MBA (Marketing&Finance)
HNBGU Central University
Srinagar Garhwal (Uttarakahnd)
hardevsingh93@gmail.com

2. About Retail -
Retail comes from the Old French word tailler, which means
"to cut off, clip, pare, divide" in terms of tailoring (1365). It
was first recorded as a noun with the meaning of a "sale in
small quantities" in 1433 (from the Middle French retail,
"piece cut off, shred, scrap, paring"). Like in French, the
word retail in both Dutch and German also refers to the sale
of small quantities of items.
Indian Retail-Retailing in India is one of the pillars of its
economy and accounts for about 22 percent of its GDP. The
Indian retail market is estimated to be US$ 500 billion and
one of the top five retail markets in the world by economic
value. India is one of the fastest growing retail markets in the
world, with 1.2 billion people.

3. Types of retail Store According to Industry
Three Types Of Retail Store
1- COCO= Company On
company Operating
2-COFO= Company on
franchise Operating
3-FOFO= Franchise on
Franchise Operating

4.  COCO-Company on Company Operating= coco Retail Store
mainly operate and run by the company. And all employee,
location, inventory, decide the company.
 COFO- Company On Franchise Operating= cofo retail
store this type of store are working under the company norms and
rule. And employee provided by the company but all operating
system run by the franchise like as, location, rent, store
maintenance, profit on the basis of % agreement etc.
 FOFO- Franchise On Franchise Operating=fofo retail
store totally operated and run by franchise, franchise will
decide all location, goods, profit agreement, employee,
transportation system. But rule regulation will be same for all
types of retail store.

5. Advantage &Disadvantage of this type store=
Advantage- 1- Balance sales and supply chain system.
 Customer easily get all type of service at his/her nearest market.
 Competitive market will be increase .
 Company can make better market analysis , product price.
 Customer options will be increase.
Disadvantage= 1- misunderstanding with the company and
franchise .
 Sometime company issue different policy for company & franchise
store.
 Franchise have to pay all extra charges of his sites .
 If franchise store are not getting profit. Company will not give any
type of reimbursement for store.
 Franchise store employee never get any type of benefit like as
company store employee get.

6. Types of Retail Brand Outlet
Two types of Retail Brand
Outlet
EBO’S (Exclusive brand
outlet)
MBO’S (Multi Brand Outlet)

7.  EBO’S Outlet= This type of brand store where we can get
only single brand apparel. And we can find our more options
over there.
Eg- live’s, Peter England, U.S.POLO. Park Avenue, Lee, Luis
Philip, Venhusen, Allen solly, Diesel, Zodiac, United Colors
Of Benton etc.
MBO’S Outlet= In multi brand outlet we can get large number
of Apparel brand, and customer can get with the single offer
more brand apparel. And choice can be increase, different
type of segment also available in this types of store.
Eg- Pantaloons, Life Style. Stanmax, Max, Future
Group(Bigbazar) Reliance trend, Bindal’s, FBB “India’s
Fashion Hub”.

8. Pricing Method In Retail Sales=
Psychological Price- In retail store mainly use psychological
price of the product, which is effect customer mind about the
price. And it is beneficiary for retail industry.
Eg- 99,999, 1099, 1599 9999, 1449, because if customer will
purchase 99 amount of product than customer will give 100 Rs
and customer left his 1 Rs. In store, this 1 rupee is more important
for company. And it is extra profit of company. If customer will
purchase 3 to 5 product so that all product Mrp will be around
thousand and hundred , even than customer left his 3 to 5 rupee
over there.
99+99+99= 297- 3 rs profit of company, because customer will pay
300 rupee.
999+999+999+999+1099=5095- 5 rupee profit.

9. Offer System In Retail Product-
 Buy 2 Get 1
 Buy 3 Get 2
 Buy 3 Get 3
 Flat 20%,25%,30%,40%,50% * condition apply.
 Flat 50%+20% discount. * condition apply.
If customer will purchase buy2 get 1 and buy 3 get3 where they have
to pay higher amount of product and lower mrp product will be
free.
All flat % discount customer have to pay vat extra. Vat issue
according govt. norms.
Below 5000 customer have to pay-5% vat
Above 5000 customer have to pay- 12.5% vat, all vat depend are issue
discount scheme not flat.

10. 5 types customer live in the market
1- pre-planner customer-
2- group customer
3- depended customer
4- brand conscious
5- window shopper customer (indecisive buyer)

11. Some universal aspect of sales-
Selling is considered to be a function of marketing. When sales
results are good, marketing takes credit, when the sales are
bad, the sales department and salespeople are blamed.
Selling is a win-win or lose-lose game.
It was one time when buyer beware now today scenario is
seller beware. Why?
Because market are more competitive .
Media has made people more knowledgeable and aware .

12. • Customer want to get any time profitable service which is
provide long term benefit for customer.
• Customer have large number of option.
 Increase day to day promotion and advertising which is
attract to the customer.
 Changed customer buying power and perception about the
brand value.
 In 21th century revolution of online retail marketing.

13. Difference between off line retail sales v/s on line retail sales
Off line retail sales are use in different types of market eg.-
hyper market, super market, mom & pop market, kirana
store, B2B market etc. because this market also spread in all
kinds of location, and there sales volume is vary high and
customer spent more time over there, because customer &
seller has made better relationship in this market. This
market is tradition based market, and large number of
competitor available in this market and sale our tangible&
intangible service in the market.
Offline retail market every company have to make new
marketing strategy, advertisement policy, product price. For
making new customer attraction, because in this market
large no of competitor born day 2 day.

14. Online retail market- In India 1% online retail market are
influenced 99% off line retail market. Because there
marketing policy are attracting customer perception about
the market service. Provide better offer. Better sales
promotion activity. Customer can not bargaining about the
product price . Online market are suitable for time
management, because customer spent more time in offline
market for buy and increase our bargaining power and
choose more shop in this area, but same procedure customer
can not follow in the online market. They can get all things
in a particular portal.
Online retail create one type of revolution in the market which
is very tough for off line retailer & shopkeeper.

15. Retail sales-
Retail sales means where large number of seller sales durable
and nondurable goods in a particular place. If I would like to
describe on the basis of sales professional way. So that in
retail sales a sales person don’t have to go front of customer,
customer have to come of the front of sales man and express
about the product and service.
It is not field work sales job which is we can say store sales man.
Retail sales good for know the customer behavior about the
brand, or buying power, because is there large number of
customer visit per day. It is good for sales man where sales
man & customer are using bargaining and negotiation for the
product, price, which is good for fresher sales man in the
market, and a sales man try make new relation with the
customer, because customer will give more business for
company, and sales man can achieve our target.

16. Some sales techniques for new sales man
A sales man must be visionary and optimism .
A sales man never think about the first time commission, he
should think about his service.
A sales man should be problem solver not a creator.
A sales man should have knowledge about his product.
Every company should have provide better sales training for all
sales employee and they should give technical, practical , and
theoretical training for employee.
Sales man must have information about the competitor.
Sales man should be follow time management.
If sales increase so definitely economy will grow if sales
decrease so economy will down. So that sales man should be
innovative mind and lead generator.

17. Categories of sales man –
according to my experience I have seen 2 types of sales man
1- professional
2- unprofessional
1-professional sales man- Basically this type of sales man is a
well trained sales man, who get more training in the
company and try to do all things in a professional way, and
they have to control , attitude, ego, behavior,
communication, patience, because all thing create new
relation with the customer, and they all are speak very
politely, because one professional sales man behavior can
built company goodwill.
Whenever every customer visit in the any pvt. Company office,
hotel, bank. Restaurant so all receptionist are speak polite
way because that is a matter of well trained salesperson,

18. Unprofessional salesman
Mostly we are looking this type of sales person everywhere
Like kirana store, bus stand, street road, fair, unprofessional
sales person motive only sale the product, they don’t think
about service customer satisfaction relation whatever. Even
some street & bus stand or fair sales man speak very sought,
because whatever product they are sale these all kind of
product launched in the market without any advertisement,
and promotion. It can be copy product. But all things
depend on his /her voice techniques. This is important for
his & her. Is there no matter which types of apparel they
have wear, and what is his/her communication.

19. Conclusion
In the last couple of month I have learnt more thing about
the sale. It is a very interesting and self development
techniques. If we want to analyze our value so we have to
give some thing for another person. If they are satisfied
with your service definitely they will believe us. And we have
to built new relation with the person. If our relation good so
definitely our value will be increase. If relation down then
we have to loss more thing.
First time customer purchase all thing on the base of brand
name if we give good service that time. So customer will
visit second time on the basis of sales person name.
Until that we all are doing sale, aren’t.