This document provides an overview of a retail selling course, including definitions of retail selling, course objectives, and assessment methods. It discusses different types of retail channels like personal service, self-service, and online selling. It describes key characteristics of different retail environments and trends in retail, such as the growth of e-commerce, pop-up stores, and efforts to revitalize town centers. The document aims to familiarize learners with concepts and terminology related to retail selling.

1. Retail Selling 5N1619
Lesson 1
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2. Overview
• What is Retail Selling?
• Why study Retail Selling?
• What you will know after this course.
• Assessment - Show us what you know
• Lesson 1
• Summary
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3. What is Retail Selling?
Definition
“Retail selling includes all activities needed to
sell goods, products or services to the final
consumers”
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4. What you will learn on this course?
FETAC Level 5 Learning Objectives
• To familiarise the learner with the different equipment used in
retail selling
• To explore the different systems used in handling payments,
stock control and security
• To examine the main terminology and trends in retail selling
• To analyse current legislation and identify the main legal
responsibilities of the retail seller
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5. What you will learn on this course?
FETAC Level 5 Learning Objectives
• To identify best practice in health and safety
• To create an awareness of a range of techniques used to open
and close a sale
• To learn how to handle complaints and up-sell
• Familiarise the learner with a range of communication
skills, including listening skills, product demonstrations and
customer support techniques.
Activity 1.
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Sales 5

6. Why study Retail Selling?
• The Retail sector is Ireland’s largest employer, with
over 250,000 people employed.
• 14.5% of Ireland’s total workforce.
• 44,000 active wholesale and retail enterprises in
Ireland
• 86% of retailers of have less than ten employees and
86% are Irish‐owned.
(Source IBEC http://www.ibec.ie/IBEC/BA.nsf/vPages/Business_Sectors~retail-ireland)
Retail
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7. Retail Selling - Assessment
Type Weighting Deadline
Assessment 40% Assignment 1. – Retailers responsibilities to employees
and consumers
Assignment 2- The Retail sales process
Skills Demonstration 60% 1. Demonstrate how to sell a product
2. Demonstrate cross selling and up-selling
3. Demonstrate how to handle customer complaint
4. Secure Cash Handling
Retail
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8. What you will learn during this lesson?
• SLO7 Analyse the key characteristics
of a range of retail environments to
include self-service, online selling and
personal service.
• SLO2 Interpret Trends in Retail Selling
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9. Lesson 1 Retail
What are Retail Channels?
Retail channels are shops through which
retailers sell their goods, products or services.
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10. Retail
Over to you…
Think of all the different types of retail channels
that you have used in the last month.
• List them on your worksheet.
• Discuss with your partner.
• Group them under Personal Service, Self-
service, Online
• What are the features of Personal service, self-
service and online shopping?
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11. Personal Service
The Issues
• the opportunity for the retailer to differentiate
themselves from the competition versus the
cost of providing it.
• The need for retailers to train their staff in the
delivery of effective personal service.
Retail Sales
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12. Self-Service, including SST (Self-Service
Technologies)
Definition
‘technological interfaces that enable customers to produce a service
independent of direct service employee involvement’.
Can be described in terms of
• Interface - (telephone/interactive voice response; online/internet;
interactive kiosks; video/CD)
• Purpose – customer service, banking, transactions, self-help
Source-http://arrow.dit.ie/cgi/viewcontent.cgi?article=1000&context=tfschmtcon
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13. Self-Service, including SST (Self-Service
Technologies)
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• Can you think of any examples of SST?
• Online banking, distance education, airline
reservations, tax software, retail self-scanning,
• Online auctions, pay at the pump, ATMs, online
brokerage, interactive phone, Internet search and
online car buying

14. Self-Service, including SST (Self-Service
Technologies)
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What are the advantages?
• Ease of use
• Avoid service personnel
• Save time
• Save money
• Time and place convenience

15. Self-Service, including SST (Self-Service
Technologies)
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What are the disadvantages?
• No personal interaction
• Technology failures
• Poor design
• Customer driven failure

16. Features of Online Shopping
Group Discussion:
What are the key features of online shopping?
Advantages?
Disadvantages?
Activity
Check out some good examples… Amazon.co.uk,
Kennys.ie, www.Rainbusters.ie,
www.zappos.com
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17. Retail
Over to you…
Now group your retail channels under the
following headings
• Cash and carry
• Convenience stores
• Discount Stores
• Department Stores
• Online Stores
• Shopping Centres
• Speciality Shops
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18. Features of Different Retail Shops
What are the features of local convenience stores?
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19. Features of Different Retail Shops
What are the features of local convenience stores?
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• Usually located near residential areas
• No large free car-parks available
• Sell mainly groceries and a couple of
household items
• Prices are higher
• Customers come from relatively small
area
• Have late opening hours
• Limited number of staff
• Less specialized sections / departments
• Relatively small in size

20. Features of Different Retail Shops
What are the features of Supermarkets?
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21. Features of Different Retail Shops
What are the features of Supermarkets?
Retail Sales
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• Large Range of Goods
• Competitive prices / discounted
items
• Self-service grocery checkouts
• Open 7days a week, some
24hours
• Large catchment area
• Usually located on the edge of
towns
• Large free or paid car-park
• Large size

22. Features of Different Retail Shops
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What are the features of Speciality Shops ?

23. Trend in retail
Giant Tesco gets go-ahead on outskirts of
Wicklow town and Bantry, Co. Cork.
Debate the pros and cons?
http://www.independent.ie/regionals/wicklowp
eople/news/giant-tesco-store-gets-green-light-
29035853.html
• http://westcorktimes.com/home/?p=14856
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24. Trends in Retail
Efforts to regenerate Town center and
bring trade back to the main street
• ShopLocal - Wicklow wins best Christmas
town
• https://www.youtube.com/watch?v=vVFprRo
Gv6M
• Response to deserted shops on the main
street
• Local Zone
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25. Trends in Retail
• Some-great-insights-into-how-technology-is-
transforming-the-high-street
• big-data-retail-is-detail
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26. Trends in Retail
• Continued growth of e-tailing
• Increasing trade over auction sites
• Growth of fair traded products
• Pop-up Retailing – mobile shopping
• Self service web kiosks
• Personal shoppers
• Government policies e.g VAT and Commercial Rates - (VAT increased in Jan
2012 to 23%)
• Discount stores i.e. Stan & Tony’s versus luxury stores i.e. Avoca profitability,(
many items at a small margin versus few items at a large item)
• Online selling, digital marketing , social media
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