The document discusses the retail sector in India, including the global retail scenario compared to India, key drivers and bottlenecks of the Indian retail sector, emerging trends such as e-commerce, and concepts in retail such as merchandising and visual merchandising. It also covers retail operations, marketing, equipment and procedures used at the point of sale.

1. TEAM LEAD

2. THE GLOBAL RETAIL SCENARIO
Retailing has been defined as business activities involved in
selling goods and services to consumers for their personal,
family or household use .
Large format retail businesses dominate
the retail landscape in the United States
and across Europe.
India has not evolved in the same format
as the West nor can we learn valuable
lessons from their style of operations.

3. INDIAN RETAIL SECTOR
Retail is India’s largest industry, accounting for over 10% of the
country’s GDP and around eight per cent of the employment.
Retail is amongst the fastest growing
sectors in the country.
The Government allows 100 per cent
foreign direct investment (FDI).

4. INDIAN RETAIL SECTOR
Retail classification
Retail industry can be broadly classified into two categories
namely- organised and unorganised retail.
Organized retail - Organised
traders/retailers, who are licensed for
trading activities and registered to pay
taxes to the government.
Unorganized retail – It consists of
unauthorized small shops - conventional
Kirana shops, general stores etc.

5. MARKET DYNAMICS
Major domestic players have stepped into the retail arena
with long term, ambitious plans to expand their business
across verticals, cities and formats.
The Indian retail sector is highly fragmented and the
unorganised sector has around 13 million retail outlets that
account for around 95-96% of the total Indian retail industry.

6. KEY DRIVERS
• Emergence of nuclear families
• An increase in the double-income households trend
• Large working population
• Increase in disposable income and customer aspiration
• Reasonable Real estate prices
• Growing liberalization of the FDI policy
• Increasing urbanisation
• Preference for branded products
• Rising affluence amid consumers

7. BOTTLENECKS
• A long way to meet international standards
• Lack of efficient supply-chain management
• Lack of required retail space
• No fixed consumption pattern
• Shortage of trained manpower
• Lack of proper infrastructure and distribution channel

8. EMERGING SECTORS/TRENDS IN
INDIAN RETAILING
Within retail, the emerging sectors would be food and
grocery, apparel, electronics, e-commerce, fashion and
lifestyle.
The Online retail business is the next gen format which has
high potential for growth in the near future.
The retail industry is all set to test waters over the online
medium, by selling products through websites.

9. RETAIL CONCEPT DEVELOPMENT
With the advent of the e-commerce, new retails concepts have
also been perceived. It is a necessary component for keeping
stores fresh and relevant and for staying ahead of their
competitors.
An important and compelling reason for innovation is the
overall compression of the retail life cycle. Where a concept
once had 30 to 40 years to progress through the retail life
cycle, the average life cycle is now greatly compressed.

10. RETAIL CONCEPT DEVELOPMENT
Contributing factors of modern retail boom in India:
The driving forces towards development of apparel retail in
India can be broadly classified into following categories:
• Economic development
• Improvements in civic situation
• Changes in consumer behaviour
• Influence of fashion
• Changes in government policies
• Increased investment in retailing
• Rise in power of organized retail.

11. RETAIL CONCEPT DEVELOPMENT
Increased investment in retailing:
The prospects for significant modernization and development
in retailing will depend on the nature of investment in this
sector.
Increase in power of organized retail:
Bargaining power of organized retail translates directly into
higher gross margins for the retailers.

12. GROUP ACTIVITY
GROUP ACTIVITY – 01: PRESENTATION
CREATE A GROUP PREPARE A PRESENTATION ON GLOBAL RETAIL
SCENARIO VS INDIAN RETAIL SCENARIO. DEMONSTRATE YOUR
PRESENTATION TO THE CLASS.
GROUP ACTIVITY – 02: SURVEY
YOU ARE A RETAIL SALES TEAM LEAD AND YOU NEED TO UNDERSTAND THE
CURRENT TREND IN CONSUMER BEHAVIOUR. PREPARE A SURVEY FORM
WITH KEY QUESTIONS AND COLLECT THE FEEDBACK FROM AT LEAST 10
CUSTOMERS. THEY MAY BE FROMYOUR OWN TRAINING CENTER OR THE
PEER.

13. ORIENTATION TO RETAIL- OVERVIEW
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.
Most Indian shopping happens in open markets or numerous
small grocery and retail shops. Access to the shelf or product
storage area is limited.

14. INTRODUCTION TO RETAIL
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

15. RETAIL SEGMENTS
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

16. 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)

17. 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.

18. RETAIL OPERATIONS
Retail Operations covers all the aspects like how a retail
organization operates.
The Retail Environment:
The retail environment is the climate and its surroundings in
which retail organization operates.

19. 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.

20. RETAIL OPERATIONS
Retail
Organization
Political
Economical
Social
Technological
Environmental
Legal

21. RETAIL OPERATIONS
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.
Major Functions of a Retail
Organization
There are four major functions of a
retail organization
1. PLAN
2. BUY
3. MOVE and
4. SELL

22. 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.
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.

23. JOB PROFILE OF SALES TEAM LEAD
Sales Team lead provides fast, friendly service by actively
seeking out customers to assess their needs and provide
assistance.
Key Accountabilities :-
1. Ensure Customer Satisfaction
2. Drives Sales
3. Builds Skills And Knowledge
4. Maintains Safety, Security And Integrity

24. GROUP ACTIVITY
GROUP ACTIVITY – 01
COLLECT THE IMAGES OF VARIOUS RETAIL FORMATS AND PREPARE A
COLLAGE. DEMONSTRATE YOUR ARTWORK TO THE CLASS.
GROUP ACTIVITY – 02 (ROUND TRIP)
Duration: 5-10 minutes
What You’ll Need: Paper and pens

25. MARKETING CONCEPT- INTRODUCTION
The objective of all business enterprises is to satisfy the
needs and wants of the society. Marketing is, therefore, a
basic function of all business firms.
Training programmes, enterprise development and the
current thrust for competitiveness have now given high
priority to promoting marketing awareness among small
business owners and marketing is now assuming its rightful
place along with other business functions.

26. WHAT IS MARKETING?
Marketing may be narrowly defined as a process by which
goods and services are exchanged and the values
determined in terms of money prices.
The scope of marketing can be understood in terms of
functions that an entrepreneur has to perform. These
include the following:
A. Functions of exchange
B. Functions of physical supply
C. Functions of facilitation

27. MARKETING V/S SELLING
MARKETING:
Focuses on Customer’s needs, Customer enjoys supreme
importance, Converting customer’s needs into product &
Profits through customer satisfaction Etc.
SELLING:
• Focuses on seller’s needs.
• Product enjoys supreme importance.
• Converting product into cash.
• Profits through sales volume.
• Fragmented approach to selling is practiced.

28. MARKET SEGMENTATION
A market can be segmented on the basis of the following
variables:
Geographic Segmentation
Demographic Segmentation
Psychological variables
Behavioural Segmentation

29. MARKETING MIX
Marketing mix is a systematic and balanced combination of
the four inputs which constitute the core of a company’s
marketing system – the product, the price structure, the
promotional activities and the place or distribution system”.
These are popularly known as “Four P’s” of marketing.

30. MARKETING MIX
MARKETING MIX
Product Price Place Promotion
Features List Price Location Advertising
Design Discounts Transport Personal Selling
Variety Allowances Channels Sales Promotion
Quality Payment Period Coverage Publicity
Brand Names Credit Terms Delivery
Packaging Availability
Sizes Inventory
Services
Warranties

31. THE MARKETING STRATEGIES
Product: The first element of marketing mix is product. A
Product is anything that can be offered to a market for
attention, acquisition, use, or consumption that might satisfy a
want or need.
Price : The second element is the price, which affects the
volume of sales.
Place : This is another key marketing mix tool.
Promotion: Promotion refers to the various activities
undertaken by the enterprise to communicate and promote its
products to the target market.

32. PRODUCT CATEGORIES
The products and services offered for sale in a retail store are
of vital importance. This is the sole reason of customers
visiting to a retail store.
It is the product or service through which we serve our
customers, make relationships and retain them. To make them
visit our stores, a retailer should have a detailed plan and
effective product portfolio to attract target customers.

33. CATEGORIES IN FMCG STORE
Beverages :Coffee/Tea, Juice, Soda
Bread/Bakery : Sandwich Loaves, Dinner Rolls, Tortillas, Bagels
Canned/Jarred Goods : Vegetables, Spaghetti Sauce, Ketchup
Dairy Products: Cheeses, Eggs, Milk, Yogurt, Butter, Ice Creams.

34. CATEGORIES IN DEPARTMENTAL STORE
Categories in a departmental store vary as per their size and
target audience. Majority of the departmental stores deals
in lifestyle goods but few of them deals in home decor and
home needs also.

35. CATEGORIES IN ELECTRONICS
& HARDWARE STORE
Electronics and Hardware stores generally come under the
umbrella of specialty stores and sells electronics and hardware
goods. The assortment and offerings vary region to region.

36. HOW TO ENHANCE PRODUCT
KNOWLEDGE
Knowledge is power and for retailers, product knowledge
can mean more sales.
How to build product knowledge?
• Marketing Literature
• Sales Reps
• Training Sessions
• Testimonials
• Role Playing
• Practical Use

37. GROUP ACTIVITY
QUESTIONS ONLY
Duration: 10-15 minutes
What You’ll Need: A timer
LEARNING OUTCOME: QUESTIONING
Conversations with lots of questions in
them can be difficult, and sometimes it can
take some skill to gather information
without it sounding like a barrage of
questions or an interrogation. Varying your
tone, pitch, and positioning the need to ask
a few questions can help to make your
conversation sound more natural.

38. INTRODUCTION TO MERCHANDISING
Merchandising is the process used in order to conduct retail sales.
Aims of Merchandising
• What to store?
• How much to store?
• Where to store?
• For whom to store?
• Where to source?
• At what price to source?
• What should be the offered price?
• Whether to offer any schemes/ discounts

39. INTRODUCTION TO VISUAL
MERCHANDISING
Visual merchandising can help create that positive customer
image that leads to successful sales.
Visual merchandising is a major factor often overlooked in
the success or failure of a retail store. It is second only to
effective customer relations.
Objective of Visual Merchandising:
The basic objective for visual merchandising is a desire to
attract customers to a place of business in order to sell the
merchandise.

40. INTRODUCTION TO VISUAL
MERCHANDISING
The basic objective for visual merchandising is a desire to
attract customers to a place of business in order to sell the
merchandise. Visual merchandising is offered to the customer
through exterior and interior presentation.
Exterior Presentation:- Good exterior visual merchandising
attracts attention, creates interest and invites the customer
into the business.
Interior Presentation:- The purpose of interior display is to
develop desire for the merchandise

41. VISUAL MERCHANDISING SUPPORT
STRUCTURE
Props:
Props are an integral part of a display. They are used in visual
merchandising to tell a story about the product, the
merchandise concept or the store itself.
Fixtures:
Goods can be effectively displayed on a variety of fixtures.
Interior Signage:
Signage is a critical part of interior display and (POP) point of
purchase promotion.

42. MERCHANDISING AND CATEGORY
PRESENTATION
Every category is different, thus every category must have its
own presentation norms. These norms depends on customer’s
buying behaviour, type of merchandise .

43. MERCHANDISING AND CATEGORY
PRESENTATION

44. CROSS MERCHANDISING
Cross Merchandising refers to related products being display
together. It is the practice of showing products from different
categories or departments in one place, in order to generate
additional revenue
Cross Merchandising improves the image of a store and
promotes the look of a certain lifestyle for customers to
buy into. For example: batteries displayed near the
electronic items, gardening gloves placed near lawn care
products

45. HOW TO DISPLAY PRODUCTS IN YOUR
STORE
There are three primary layouts and designs you might be
using and it’s important to know a little about each as they will
determine how you plan your product placement.
1. Straight Store Layout: This layout gives you the
maximum floor space to display merchandise.
2. Angular Store Layout : Sometimes also called a “mixed”
floor plan, an angular design uses a mix of display types.
3. Loop Floor Plan: A loop floor plan also uses a
combination of display units.

46. GROUP ACTIVITY
PREPARE A SAMPLE MERCHANDISE HIERARCHY
VISIT NEARBY RETAIL STORES AND
COLLECT IMAGES OF VARIOUS PRODUCT
DISPLAY IDEAS. PREPARE A COLLAGE AND
ALSO EXPLAIN THE BENEFITS OF EACH
PRODUCT DISPLAY METHODS.

47. RETAIL EQUIPMENTS AND THEIR
FUNCTIONS
Point Of Sale Transactions
Ticketing
Stock Control
Pricing
Ordering
Product Identification
Mark-ups/ Markdowns
Security
Information Records
Inter-store/Warehouse Communication
The main functions
that need to be carried
out by retail
equipment in
workplaces are:

48. EQUIPMENTS USED IN A STORE
POS equipment's are all the equipment's
used at POS (Point of Sale) counter and
rest of the equipment's are counted
under Non-POS equipment's.
Equipment's used in a retail store can be classified into POS
and Non-POS equipment's.

49. POS HANDLING PROCEDURES
The ‘Point-of-Sale’ is
where the customer
comes to pay for his/her
purchase. This will be
the last place the
customer will remember
while in your store. So it
is important that you are
able to process
transactions accurately
and efficiently
Types of Equipment's at the Point Of
Sale (POS):
Cash register
EFTPOS machine
Scales
Scanners
Imprinting machines
Conveyor belt
Phone or Microphone for announcement

50. Information stored in and retrieved from a cash register:
A cash register is an important tool for the retailer as it also
stores valuable and relevant information.
cash register can include:
The total day, week and/or month sales
Time of sale
Payment method
Product type and number sold
Staff sales levels
Number and type of customers
Cash tendered and change required
POS HANDLING PROCEDURES

51. CASH REGISTER SECURITY
Stores have in most cases strict rules when it comes to
handling cash, maintaining the security of stock, merchandise
on display and other valuable assets.
Never leave the cash register open at anytime unless you are
using it.
Never face away from an open cash drawer.
Never provide your staff code to anyone.
Always lock the register when leaving the station.
Never leave the key in an unattended cash register.

52. TRANSACTIONS AT THE POS
‘Point-of-Sale’ is also the centre point of other types of
transactions such as:
Purchase of Gift Certificates
Refunds
Exchanges
Warranty Claims
Payment of Accounts or Lay-bys

53. CASH FLOAT
Every register will have a cash drawer which holds the cash
taken during the days trading period.

54. SETTING UP THE POINT-OF-SALE
STATION
Once you have set up the register it is now time to ensure
your station is fully stocked with supplies that will assist in
ensuring that the day’s trading is smooth and problem free

55. STACKING NORMS
Placement of merchandise is the art of displaying merchandise
in an organised manner so as to offer the right quantity of the
right merchandise in the right place at the right time.
The placement varies from one type of format to another. For
a value format the placement of the merchandise is based on
volumes, while for a lifestyle store format the placement is
more based on merchandise assortments.

56. CUSTOMER RELATIONSHIP
Customer relations, or customer service, are the front line
between a company and its customers. Customer service
means providing a quality product or service that satisfies the
needs/wants of a customer and keeps them coming back.
Effective customer relations strategies include listening
skills, oral and written communication, analytical and
problem solving skills and teamwork based on the
company's commitment to meet customer needs while
making customers feel welcome and valued.

57. BASICS OF CONSUMER BEHAVIOUR
The study of consumers helps firms and company improve
their marketing strategies by understanding issues such as
how consumers think, feel, reason, and select between
different alternatives .
How consumer motivation and decision strategies differ
between products that differ in their level of importance
or interest that they entail for the consumer.

58. The 5 As Cycle (also known as the Behaviour Change
Counselling Model) uses five key strategies outlined below to
support people to manage themselves effectively.
Assess
Advice
Agree
Assist
Arrange
THE 5As CONCEPT

59. It’s a mantra hammered into the heads of anyone who has
ever owned a business, worked in a service industry or
stepped foot in the world of sales: “The customer is always
right.”
CUSTOMER RELATIONS
• Know That Happy Customers = Returning Customers
• Set and Manage Realistic Expectations
• Be a Connector
• Keep Documentation
• Respond Promptly
• Think like a Salesperson

60. BUILD RELATIONSHIP WITH CUSTOMERS
To manage your relationships with customers, you have to
accomplish four basic things:
1. Identify customers individually.
2. Differentiate customers, one from another.
3. Interact with customers. 4. Customize for customers.
Customer service qualities : The professional qualities of
customer service to be emphasized always relate to what the
customer wants. Customers basics needs are:
1.Friendliness 2. Empathy 3. Fairness 4. Control 5.
Information.

61. BUILD RELATIONSHIP WITH
CUSTOMERS
It is clear that just looking good will not produce the desired
level of customer satisfaction.
Smiling
Eye contact
How you look
Shaking hands
Be attentive
Tone of voice
Hand gestures
Personal space
Posture, Observation & Remember

62. ESTABLISH RAPPORT WITH
CUSTOMERS
• Be adaptable , Pace and lead, Allow them to ‘get it all out’
• Repeat back, Be aware of your intonation
• Get their name first, Make their problem your problem
• See it from the customer’s perspective
• Know what you’re selling
• Really listen
• Be respectful
• Start off with something positive
• Keep focused
• Not all customers want to chat
• Avoid assumptions
• End on a high

63. DEAL WITH QUERIES
Keep below points in mind while dealing with customer’s complaint:
• Quick thinking
• Observe and take note
• Make an apology
• Be composed
• Be positive
• Think of your business
• Communicate regularly
• Own the problem
• Discover the reasons
• Serious complaints

64. SPOT CUSTOMER PROBLEMS
Complaints happen every day. When a customer complains, it
is usually for a good reason or genuine concern. They usually
have made a purchase that did not meet their expectation—a
product, service, or maybe a combination of the two.
It is important that we recognize complaints as opportunities,
so we can sway these averages, one resolved complaint at a
time.

65. SPOT CUSTOMER PROBLEMS
Here are strategies that will help you handle a customer
complaint in a smooth and professional manner:
• Stay calm
• Listen well
• Acknowledge the problem
• Get the facts
• Offer a solution

66. CUSTOMER CENRICITY
For retail stores, customer-centricity is a bit like personal
virtue: everyone agrees that it’s a good thing, and no one
can possibly argue against it, but actually achieving it is a
challenge.
A retail store’s success depends on more than an incremental
initiative or two. It requires fundamentally rewiring the
organization to put the customer first—aligning the
company’s culture, brand strategy, operations, and
organizational and cultural enablers.

67. GROUP ACTIVITIES
01: What Are You Doing?
Duration: 5-10 minutes
What You’ll Need: A measuring tape, random items of clothing and
accessories
LEARNING OUTCOME: CUSTOMER SERVICING
02: Step into the Difficult Customer’s Shoes
Duration: 10-20 minutes
What You’ll Need: Sheets of paper and pens
LEARNING OUTCOME: HANDLING DIFFICULT
CUSTOMERS

68. GROUP ACTIVITIES
03. HEARD Roleplay
Duration: 15-20 minutes
What You’ll Need: Prompts
LEARNING OUTCOME: HANDLING ANGRY CUSTOMERS
04. Customer Service Means…
Duration: 20-30 minutes
What You’ll Need: Pen and index cards, a timer
LEARNING OUTCOME: CUSTOMER SERVICING

69. GROUP ACTIVITIES
05. Mission Possible
Duration: 20-30 minutes
What You’ll Need: Print outs of your company’s mission statement (or use a
digital copy), and pieces of paper, pens (or access to a shared document)
LEARNING OUTCOME: GOAL SETTING
06. Customer Service Charades
Duration: Depends on group size (and how
much fun you’re having!)
What You’ll Need: A list of relevant
phrases/words to your industry and company
LEARNING OUTCOME: COMMUNICATING WITH
CUSTOMERS

70. SUPPLY CHAIN AND INVENTORY
MANAGEMENT
When there is a need for a common definition of a subject like
retail supply chains. The simplified model is as below:
Customers or end-users
Retailers
Distributors
Original equipment manufacturers
(OEMs)
First-tier suppliers
Second-tier suppliers
Service providers

71. INTRODUCTION - SUPPLY CHAIN
The term retail describes final sales to mostly non-business
customers or end-users, often called consumers. Transactions
in the retail domain also can be termed business-to-consumer
(B2C) or business-to-business (B2B).
Because supply chains for consumers can be quite long, they
consist of both B2B links, such as those between first and
second-tier suppliers, and B2C links, for example, those
between retailers and customers or end-users

72. INTRODUCTION - SUPPLY CHAIN
Explanation:
An analogy to the supply chain is the iceberg. As consumers,
we see only the part of the iceberg that sticks out of the
water; most of it is hidden. Supply chains are similar.
"customer" makes buying decisions while the "end-user"
actually consumes or uses the product

73. THE PRODUCT LIFE CYCLE
An important concept for supply chain designers is one long
used by marketers, called the product life cycle

74. DEMAND-DRIVEN SUPPLY CHAIN
Forecast-driven supply chain environment as "push," and the
demand-driven environment as "pull."
Basing supply chain decisions on actual
end-user consumption rather than
forecasts. Decisions, in this definition,
are those required to plan and schedule
operations along the chain.

75. PRODUCT TRACKING
The retail industry already relies heavily on technology, a
significant change over the last 40 years that occurred with the
advent of the general-purpose business computer and scanner
technologies.
The size of today's retailers such as
Costco, Target, Best Buy, Walgreen's, and
others has been made possible by
electronic digital information processes.

76. LOW TECH RETAILING
Bar codes, more technically known as Universal Product
Codes (UPC), are the foundation standards for retail supply
chain tracking.
The retailer, detached by long lead time
and information gaps from
manufacturers, carried the risks that go
with stock outs or surpluses.

77. BEYOND BASIC BAR CODES
GTIN has become the umbrella term for all the bar code data
structures. This number identifies the manufacturer, product,
version, and serial number.

78. RADIO FREQUENCY IDENTIFICATION
Successful RFID implementation depends on collaboration
among supply chain trading partners. For the distribution
centre or the retail store to use RFID, the manufacturer must
place tags on its pallets, cartons, or individual items.

79. INVENTORY MANAGEMENT
Inventory management is the lifeline to any business. A data
management program that encompasses all aspects of
inventory management can help you to significantly improve
inventory processes.

80. MATERIAL HANDLING
A material handling is the system developed and accepted for
controlling the investments in inventory. Material handling is a
broad concept which includes merchandise buying, retail
positioning, selling and distribution.
There is no best criterion to perform material handling
activities successfully. But if material handling is planned and
well integrated with production activities, it results in
maximum overall operating efficiency.

81. LABELING
Product labelling is a part of the packaging of a product.
Labelling is the written information on the packages. These
written labels on the package cover important information
which needs to be communicated to a customer.
Importance of labelling a product:
1. Brand and Product Identity
2. Grade and type
3. Requirement by law
4. Description
5. Promotion
6. Additional information

82. HANDLING POINT OF SALE
The parts of the pos register :
• Using the register screen
• Using the keyboard
• Using the cash drawers
• Using the card reader on the keyboard
• Using the card reader on the debit pinpad
• Caring for the register and its components
• Operator numbers and passwords

83. LEADERSHIP SKILLS- DRESSING SENCE
The importance of a dress code for professionalism varies
somewhat by industry, but the correlation between the two is
generally strong.
companies in which employees routinely interact with
prospects, clients and business partners, like in Hospitality &
Tourism Industry, typically need a dress code to maintain a
professional image. Small businesses may benefit by
maintaining a strong professional image.

84. DRESSING SENCE
Professionalism Basics: The nature of professional dress is
somewhat tied to your industry. Professional behaviour for a
lawyer, for instance, is likely different from that of a retail store
manager or manufacturing plant worker.
Dress Codes: There are typically four types of corporate dress
codes: business formal, business professional, business
casual, and casual. Here are some general tips for both men
and women for each category.

85. GROOMING SKILL
Personal grooming is just as important as what you wear.
You may select the right clothes, but neglecting personal
hygiene can ruin the image you wish to present.

86. GROOMING SKILL
ITEM GROOMING
Hair Clean, trimmed, and neatly combed or arranged.
Facial Hair (men) Freshly shaved; moustache or beard neatly groomed.
Fingernails Neat, clean, and trimmed.
Teeth Brushed and fresh breath
Breath Beware of foods which may leave breath odor. Beware of
tobacco, alcohol, and coffee odor. Use a breath mint if
needed.
Body Freshly bathed/showered; use deodorant. Remove body
piercings, tongue rings, and cover tattoos if possible.
Make-up (Women) Use sparingly and be natural looking.
Perfumes/
Colognes/ After
Shave
Use sparingly or none at all. Your "scent" should not
linger after you leave.

87. LEADERSHIP
On some level you are continually leading yourself and others –
you don’t necessarily have to have a large team reporting to
you to be considered a leader and to need effective leadership
skills.
Assertiveness, adaptability, intelligence and
conscientiousness were cited as the most important
leadership skills.
Leaders who are positive, inspiring, and who empower and
develop followers – are better leaders.

88. HAVE A CLEAR VISION
Take the time to share your vision, your mission and your goals
with your team. Your job as a leader is to provide a clear path
that your team can follow.
Explain your team, in detail, why and how your vision will
not only improve the business, but how it will benefit them
in return.
Include your team in your strategic planning sessions, ask for
feedback and get them to “buy into” your vision for the
future of the company.

89. KNOW AND UTILIZE YOUR STRENGTHS
& GIFTS
You have unique gifts and natural leadership skills that you
were born with and personal strengths you’ve developed over
your lifetime. Realizing and utilizing these gifts and strengths
will assist you in being a formidable leader.

90. KNOW AND UTILIZE YOUR STRENGTHS
& GIFTS

91. BE PASSIONATE
Great leaders are not just focused on getting group members
to finish tasks; they have a genuine passion and enthusiasm for
the projects they work on.
• Start by thinking of different ways that you can express
your zeal.
• Let people know that you care about their progress.
• When one person shares something with the rest of the
group, You appreciate such contributions.

92. LIVE IN ACCORDANCE WITH YOUR
MORALS AND VALUES
Making choices and taking actions out of accordance with
your morals and values leaves you with a nagging “bad”
feeling.
Making choices and taking actions
aligned with your morals and values
helps you succeed almost effortlessly
as key leadership skills.

93. SERVE AS A ROLE MODEL
The best leaders walk the walk and talk the talk. As a result,
group members admire these leaders and work to emulate
these behaviours.
If you want to become a better leader,
work on modelling the qualities that
you would like to see in your team
members.

94. SET DEFINITIVE GOALS AND FOLLOW
CONCRETE ACTION PLANS
To improve your leadership skills, first set specific life goals
with appropriate timelines.
Design your goals by moving backwards from the end of your
life to the present week.
Formulate action plans you can commit to that will get you
to where you want to be.

95. MAINTAIN A POSITIVE ATTITUDE
With a positive attitude you are looking at the bright side of
life. People are naturally attracted to you when you have a
positive attitude.
By being positive, you will lead a happier life, as well as be
surrounded by other positive people.
You will also magically attract exciting offers and possibilities.

96. MOTIVATE OTHERS TO GREATNESS
The greatest leaders are those who include everyone in their
sphere of influence by recognizing each person’s greatest
value.
To be one of these leaders, look beyond the obvious and see
others with insight and compassion.
Many greatest leaders rose to the top because another
leader recognized and harnessed their potential.

97. BE WILLING TO ADMIT AND LEARN
FROM FAILURES AND WEAKNESSES
The key to success is not in avoiding falling or failing, but to
learn from their mistakes.
As a strong leader, you will also be able to communicate your
weaknesses to your team, so that you and your team can
appoint someone who excels at that particular task or
activity.

98. CONTINUE TO EDUCATE AND
IMPROVE YOURSELF
Great leaders demonstrate effective leadership skills, but
most importantly, continue to improve themselves in every
possible way.
Never stop learning. Be receptive to everyone’s perceptions
and information from around the world and beyond.
Always grow and learn.

99. KEY PERFORMANCE INDICATORS
Key Performance Indicators (KPI) helps a retailer to analyst the
mission, identify the stakeholders and define the goals. The
Key Performance Indicators (KPI) is also known as Key Success
Indicators (KSI).
There are five top most KPI are:
• Sales per hour
• Average Sale
• Items per Sale
• Conversion Rate
• Wage to Sales Ratio

100. GROUP ACTIVITIES
01: ATTITUDE ANCHORS
Duration: 5-10 minutes
What You’ll Need: Worksheets and pens
02: A TANGLED WEB
Duration: 15-30 minutes
What You’ll Need: A ball of yarn
03: SHOW AND TELL
Duration: 20-40 minutes
What You’ll Need: Sheets of paper and pens
(or a prompt in a document for virtual teams)

101. SAFE WORKING ENVIRONMENT
This is far from the truth. Every work environment including
retail stores have many safety risks that you must keep in
mind.
To prevent repetitive strain injuries, use good posture.
•Besides standing or sitting up straight, work with your arms
and hands in a relaxed, natural position.
•Grasp items with your entire hand, not just your thumb and
forefinger.

102. WORKING ENVIRONMENT
Avoid twisting your wrists as you swipe the scanner, stock
shelves or do other repetitive work.
Take your scheduled breaks to move around, stretch and relax.
Slips and falls are a hazard in a retail store too. When you
clean up spills or remove debris you are not only protecting
the customer from falls, you are protecting yourself.

103. STORE SAFETY AND SECURITY
It is important to ensure that the retail space is safe for both
customers to shop and employees to work. A workplace can
become unsafe, including inattention to detail or inconsistent
floor checks that may lead to injury or illness.
Occupational Safety and Health Administration (OSHA) has
safety recommendations for workplaces, your retail store is
only as safe as you keep it.

104. STORE SAFETY AND SECURITY - FIRST
AID
First aid is the provision of initial care for an illness or injury. It
is usually performed by non-experts (or sometimes by an
expert in case of an emergency), but trained personnel to a
sick or injured person until definitive medical treatment can be
accessed.
Certain self-limiting illnesses or minor
injuries may not require further medical
care past the first aid intervention.

105. STORE SAFETY AND SECURITY
FIRST AID
AIMS of FIRST AID
The key aims of first aid can be summarized in three key points:
Preserve Life
Prevent Further Harm
Promote Recovery
Learn the First Aid method of DRSABCD
First Aid is as easy as ABC – Airway,
Breathing and CPR. In any situation,
apply the DRSABCD Action Plan.

106. STORE SAFETY AND SECURITY
FIRE SAFETY
Fire hazards may be abundant in your retail store. Below
mentioned factors are major fire hazards that could harm
both employees and customers.
Exposed wire from lighting or
computers,
Open flames in a store display,
Improper chemical storage in a back
room or
Combustible materials left near a heat
source

107. EVACUATION PROCESS
A wide variety of emergencies both man-made and natural
may require a workplace to be evacuated. These
emergencies include - fires, explosions, floods, earthquake,
civil disturbances and workplace violence.
If a fire occurs in your store you may have to get out in
dark and difficult conditions. This can be especially
challenging if your colleagues and customers are
females, children, older or infirm.

108. SECURITY SYSTEM AND PROCEDURES
In this unit we will discuss about Security Guards & Security
Bars, Electronic Article Surveillance (EAS), Radio Frequency
Identification, (RFID) Systems, Electro-magnetic Systems.
Acousto-magnetic Systems, EAS Tags, EAS Pins, EAS Labels,
EAS Hard Tag Detachers, EAS Label Deactivators, EAS Detuner
Labels, EAS Tamper Resistant Tags, EAS Bottle Tags, EAS
Lanyards, EAS Ink Tags

109. PREVENTING INJURIES
Injury prevention means giving workers the information and
equipment they need to work safely and protect themselves
from injuries at work.
Common Injuries in Retail:
• Overexertion and musculoskeletal
injuries
• Fractures and bruises
• Repetitive strain injuries

110. PERSONAL PROTECTIVE EQUIPMENTS
PPE stands for Personal Protective Equipment. It includes
safety gear or clothing designed to protect people from injury
or disease when it is not possible to eliminate workplace
hazards completely.
PPE that might be used in the retail industry include:
• Gloves for handling garbage.
• High-visibility vests.
• Eye and respiratory protection.
• Hearing protection.
• Safety footwear for working in storage areas .

111. CLEANING THE STORE
Cleaning Agents: Cleaning Agents are a substance, usually in
liquid form, that are used to remove dirt, including dusts,
stains, bad smells and clutter in solid surfaces.
Types of Cleaning Agents:
• Solvents
• Detergents & Soaps
• Abrasives
• Liquid Cleaning Agents
• Washing Soda
• Soda Bars, Powders & Flakes
• Acids & Alkali

112. GROUP ACTIVITY
FOUR SQUARE
Duration: 5-10 minutes
What You’ll Need: Masking Tape and a timer
LEARNING OUTCOME: UNDERSTANDING IMPORTANCE OF WORKING
ENVIRONMENT
As you speak to your customers today,
think about what options you are
offering them. How do you find out
what’s best for your customer?

113. SOFT SKILLS -TEAM WORK
Working on teams can be rewarding, but at times it can be difficult
and downright frustrating. If there are poor communicators on your
team, you may often feel left in the dark, confused or misunderstood.
To create a successful team, effective communication methods are
necessary for both team members and leaders.
• Communicate, Communicate!
• Don't Blame Others
• Support Group Member's ideas
• No Bragging
• Listen Actively
• Get Involved

114. COMMUNICATION SKILLS
Communication is a process, which involves sharing of information
between people through a continuous activity of speaking
listening, and understanding.
Importance of communication:
• Leads to personal effectiveness.
• Helps to network with people.
• Influences motivation for enhanced performance.
• Builds better understanding between boss and subordinates.
• Creates better interpersonal relations.
• Increases listening ability.

115. COMMUNICATION SKILLS
What is involved in the communication process?
The steps involved in this process are:
• Idea
• Encoding:
• The Channel
• Decoding
• Feedback
• Evaluation
• Understanding
Tips on face-to-face
communication :
• Mannerism
• Thinking
• Courtesy
• . Timing
• Listening
• Structuring
• Styling

116. NON VERBAL SKILLS AT WORKPLACE
It is the process of communication through sending and
receiving wordless messages.
Non-verbal communication describes all intentional and
unintentional messages that are not written or spoken.
The popular aphorism “Actions speak louder than words”
holds a great deal of meaning when it comes to
understanding the essence of non-verbal communication.

117. NON VERBAL SKILLS AT WORKPLACE
Characteristics of non-verbal communication:
Convey feeling: up to 93% of emotional meaning is
communicated non-verbally
Form relationships: Establish the nature of relationship
Express truth: nonverbal cues may leak
feelings.
Contextual: Conveys relational
information
Culture Bound:
Gender bound.

118. IMPROVING LISTENING SKILLS AT
WORKPLACE
One of the most powerful tools for effective, two-way
communication is active listening. We spend more time
listening than we spend at any other method of
communicating.
Active listening is a skill you learn by practice. It takes more
effort than plain „hearing‟ but the benefits make it well
worthwhile. Listening goes beyond hearing. Hearing is a
physiological activity that occurs when sound waves hit our
eardrums.

119. ORGANIZATIONAL SKILLS
Organizational skills in the workplace can include general
organizing, planning, time management, scheduling,
coordinating resources and meeting deadlines.
An organizational skill is one of the most important
transferable job skills a worker can possess. Companies need
workers who can stay organized and focus on the projects at
hand.

120. ANALYTICAL THINKING
Analytical thinking skills are methods we can use to analyze,
tackle, and sort new information, ideas, problems, and
solutions.
Some of the most common
analytical skills are:
Organization, Troubleshooting
Communication, Budgeting
Reporting, Research
Data analysis, Diagnostics
Creativity, Metrics,
Analyzing.

121. Critical thinking is the intellectually disciplined process of
actively and skill fully conceptualizing, applying, analyzing,
synthesizing, and/or evaluating information gathered from, or
generated by, observation, experience, reflection, reasoning,
or communication, as a guide to belief and action.”
Ways to critically think about
information include:
• Conceptualizing
• Analyzing
• Synthesizing
• Evaluating
CRITICAL THINKING

122. PROBLEM SOLVING & DECISION
MAKING
Definition of a Problem: A problem exists when there is a gap
between what you expect to happen and what actually
happens.
Definition of Decision Making: Decision making is selecting a
course of action from among available alternatives.
Defining the problem: Diagnose a situation so that the focus
is on the real problem, not just on its symptoms. Symptoms
become evident before the problem does.

123. PLAN AND ORGANISE
Planning is helpful in to figure out which tasks are the most
important and which tasks can wait. Knowing about plan and
organise, you’ll be able to break up your work into smaller pieces
and focus on each task, one at a time, starting with the most
important.
Rules for Planning and Organizing:
Rule # 1 Prioritizing
Rule # 2 Time Management
Rule # 3 Coordinating Resources
Rule # 4 Delegating
Rule # 5 Creating Systems
Rule #6 Planning Ahead

124. EFFECTIVE WRITTEN COMMUNICATION
In today’s world of rapid-fast communication via texts and emails,
most of us would rather shoot off a written message than make a
phone call. it provides a nice document trail for our work records.
very few people know when writing is the right or wrong.

125. READING SKILLS
Many people have trouble with reading. Reading well takes
practice!
• Make sure you understand the type of text you have.
• Decide on the purpose of your reading.
• Scan your reading before you begin..
• Read intensively if you want to practice the fundamentals
and learn vocabulary.

126. GROUP ACTIVITIES
WRITE CUSTOMER LETTERS
Duration: 10 minutes
What You’ll Need: Pen and paper
TELEPHONE
Duration: 10-15 minutes
What You’ll Need: Smiling participants
SAY MY NAME
Duration: 10-15 minutes
What You’ll Need: Worksheets and a timer