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1. 02. ORIENTATION TO RETAIL
OBJECTIVES
At the end of this lesson, students should be able to demonstrate appropriate
knowledge and skills required to perform his/her job as retail sales associate
in fashion retail outlets.

2. OVERVIEW
Most Indian shopping happens in open markets or numerous small grocery
and retail shops. Shoppers typically wait outside the shop, ask for what they
want, and cannot pick or examine a product from the shelf. Access to the
shelf or product storage area is limited.
The product typically has no price label in these small retail shops; although
some products do have a manufactured suggested retail price (MSRP) pre-
printed on the packaging.
But, the scenario is changing at fast pace. Now, the organized retail is
changing the entire concepts offering high end products and customized
customer centric services. Now a day, customers are having lot of options to
choose from, from products to retailers
Retail industry is one of the pillars of Indian economy and accounts for 14–
15% of its GDP. The Indian retail market is estimated to be US$
450 billion and one of the top five retail markets in the world by economic
value.

3. INTRODUCTION TO RETAIL
The Retail Triangle
Definition – “Retailing is the sale of
goods and services directly to the
customers in relatively small
quantities for use or consumption
rather than for resale.”
Let’s break this definition to make
it simple:
1. Sale of goods and services
2. Directly to customers
3. Relatively smaller quantities
4. For their consumption, not for
resale

4. RETAIL SEGMENTS
Retail is divided into two segments.
1. Organized Retail
2. Unorganized retail
UNORGANIZED RETAIL ORGANIZED RETAIL
Local retailers include hawkers, local vendors,
kirana shop, pan-biri corners etc.
Malls, showrooms, hyper/ supermarkets backed by
corporate sector
Not registered with the government Registered with the government
Not pay any taxes to the government Pay taxes to the government
Generally family owned business Owned by registered companies
Unorganized visual and display Standardized visual and display
Customer cannot touch and feel the products Customers can touch and feel the products

5. RETAIL FORMATS
Retail formats are types of retail stores which is
determined by its look and feel, services and
merchandise offered.
Retail formats are classified into two types:
1. Brick and Mortar Stores (Physical)
2. Online Stores (Virtual)
Brick & Mortar (Physical)
Hypermarkets
Generally a self-service store with approx 2500-
5000 square meters of selling space selling a
mix of lifestyle and full grocery lines. Service
standards are comparatively lower than the
Department stores. Hypermarkets focus on
high volume – low margins covering a wide
geographical area. This format is the
combination of department store and

6. RETAIL FORMATS
Department Stores
A non-self-service store with approx. 1500-3000
square meters of sales space selling a variety of
lifestyle goods.
Supermarkets
A self-service store with approx. 1000 to 2000
square meters of sales space selling food, groceries
and household products.
Specialty Stores
These are characterized by narrow product line with
deep assortments. The area ranges between 100-
1000 square meters.
Convenience Stores
As the name suggests Convenience Stores offers
convenience to the shoppers through convenient
and nearby locations, convenient timing, home
delivery etc. The area ranges between 100-1000

7. RETAIL OPERATIONS
Retail Operations covers all the aspects like how a retail organization
operates.
The Four Pillars of Retail Organization Integration of Four Pillars
The Retail Environment
The retail environment is the climate and its surroundings in which retail
organization operates.

8. RETAIL OPERATIONS
The Micro Environment
Micro environment factors are factors
close to a business that have a direct
impact on its business operations and
success.
Retail
Organization
Employees
Customers
CompetitorsSuppliers
Shareholders
The Macro Environment
Retail
Organization
Political
Economical
Social
Technological
Environmental
Legal

9. RETAIL OPERATIONS
How Retail Organization Functions (A typical View)
Retail Store Operations
When we look at the functioning of a retail organization be it a large
hypermarket or small neighbourhood store, the functioning of these have a
close resemblance to our day to day living.

10. CUSTOMER SERVICE IN RETAIL
Excellent customer service is important in any
industry. In the retail industry it's especially important
because of the fierce competition and abundance of
options available to customers and potential
customers. After all, in today's competitive
environment, there is little difference between product
and service--what separates one company from
another is the relationship with the customer and this
is where stellar service comes in.

11. JOB PROFILE OF SALES ASSOCIATE
Sales associates provide fast, friendly
service by actively seeking out customers to
assess their needs and provide assistance.
Sales associates have an emphasis on
department and product knowledge,
providing information on product features,
and knowing related items to sell an entire
project.
Associates in this position know how to
greet, qualify, recommend and close every
customer in their department, and know
how to handle basics in adjacent
departments.
Key Accountabilities :-
1. Ensure Customer Satisfaction
2. Drives Sales
3. Builds Skills And Knowledge
4. Maintains Safety, Security And