Download - Retail MMS
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Retail MarketingRetail Marketing
The word retail is derived from theThe word retail is derived from theFrench word retaillier means to cut aFrench word retaillier means to cut apiece off or breaking a bulkpiece off or breaking a bulk
Retailing is the process which includesRetailing is the process which includesall the activities of selling, promoting &all the activities of selling, promoting &
distributing to the end users or whodistributing to the end users or whouse the products/services for theiruse the products/services for theirpersonal usepersonal use
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Retail FormatsRetail Formats
Convenience StoreConvenience Store -- located close tolocated close toresidential areas for easy accessibilityresidential areas for easy accessibility
ExamplesExamples beverages, grocery, readybeverages, grocery, readyto eat snacks etcto eat snacks etc
BrandsBrands Reliance freshReliance fresh
Chain StoreChain Storeowned & operated as a group by aowned & operated as a group by asingle corporate organisationsingle corporate organisation
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Retail FormatsRetail Formats
Chain stores can be a part ofChain stores can be a part ofcorporate, cocorporate, co--operative chains oroperative chains orvoluntary chains or franchise systems.voluntary chains or franchise systems.Chain stores have diverse productsChain stores have diverse productsand fixed price shops.and fixed price shops.
ExamplesExamples clothing, books, furniture,clothing, books, furniture,footwear, jewelry , hotels etcfootwear, jewelry , hotels etc
BrandsBrands Kalaniketan, Raymond, FoodKalaniketan, Raymond, Food
world, Crossword, Liberty etcworld, Crossword, Liberty etc
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Retail FormatsRetail Formats
Franchise StoreFranchise Store owned and operatedowned and operatedby individuals on behalf of a licensedby individuals on behalf of a licensedby supported organisation.by supported organisation.
ExamplesExamples fast foods, watches etcfast foods, watches etc
BrandsBrands McDonald, Barista, World ofMcDonald, Barista, World of
Titan, NIITTitan, NIIT
Speciality StoreSpeciality Store having narrowhaving narrowproduct linesproduct lines
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Retail FormatsRetail Formats
ProductsProducts Hotels, spices, jewelry, watches,Hotels, spices, jewelry, watches,clothing etcclothing etc
BrandsBrands MTR,MTR, RaymondsRaymonds, Titan, HPCL,, Titan, HPCL,BPCL etcBPCL etc
Department StoresDepartment Stores It has severalIt has severaldepartments like personal care, clothing,departments like personal care, clothing,
cosmetics, stationery etccosmetics, stationery etc BrandsBrands Shoppers stop, Pantaloon, Ebony,Shoppers stop, Pantaloon, Ebony,
Westside etcWestside etc
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Retail FormatsRetail Formats
SupermarketSupermarket popular for food items, selfpopular for food items, self service groceries with wide assortment ofservice groceries with wide assortment of
merchandisemerchandise ProductsProducts FMCG, food items, cosmetics,FMCG, food items, cosmetics,
bakery, confectionery etcbakery, confectionery etc
BrandsBrands Foodworld, Nilgiris ercFoodworld, Nilgiris erc
SuperstoreSuperstore twice than the supermarkettwice than the supermarket Offers pharmacy, flower shop, bookstoreOffers pharmacy, flower shop, bookstore
under one roofunder one roof -- NilgirisNilgiris
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Retail FormatsRetail Formats
HypermarketHypermarket is a large retail unitis a large retail unitoffering merchandise at low prices,offering merchandise at low prices,comprehensive range of merchandisecomprehensive range of merchandise
BrandsBrands Big Bazaar, RPGBig Bazaar, RPG Giant,Giant,
USPUSP Badaa Choice Chota PriceBadaa Choice Chota Price
Shopping MallShopping Mall arrangement of retailarrangement of retailstores providing right mix of shopping,stores providing right mix of shopping,entertainmententertainment R Mall, WoodmallR Mall, Woodmall
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Retail FormatsRetail Formats
Shopping centre or PlazaShopping centre or Plaza stores in astores in asingle buildingsingle building electronics, leather,electronics, leather,
footwear etcfootwear etc Discount storeDiscount store broad variety ofbroad variety of
merchandise at flexible pricingmerchandise at flexible pricing
BrandsBrands SS KumarKumar Factory/Seconds outletFactory/Seconds outlet operated byoperated by
manufacturers & sell discountedmanufacturers & sell discountedmerchandisemerchandise
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Retail FormatsRetail Formats
KioskKiosk Concession format store with openConcession format store with openstanding pavilion, open in one/more sides instanding pavilion, open in one/more sides in
airport, public placesairport, public places Kiosk is aKiosk is a multishoppingmultishopping centrecentre
MBOsMBOs ::
Multi Brand outlets, also known asMulti Brand outlets, also known as
Category Killers, offer several brands acrossCategory Killers, offer several brands acrossa single product category. These usually doa single product category. These usually dowell in busy market places and Metros. It iswell in busy market places and Metros. It isa very large specialty storea very large specialty store
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Functions of RetailingFunctions of Retailing
1. Capturing the service requirements1. Capturing the service requirements
2. Bulk breaking2. Bulk breaking
3. Spatial Convenience3. Spatial Convenience 4. Waiting Time4. Waiting Time
5. Assortment5. Assortment
6. Physical Possession6. Physical Possession
7. Ownership7. Ownership
8. Promotion8. Promotion
9. Ne otiatin9. Ne otiatin
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Functions of RetailingFunctions of Retailing
10. Financing10. Financing
11. Risk taking11. Risk taking
12. Service12. Service--backupbackup
13. Coverage13. Coverage
14. Assembling
14. Assembling
15. Fulfillment15. Fulfillment
16. Sequencing16. Sequencing
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Functions of RetailingFunctions of Retailing
17. Merchandising17. Merchandising
18. Standardization18. Standardization
19.19. RoutinizationRoutinization
20. Sorting20. Sorting
21. Specialization2
1. Specialization
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Functions of RetailingFunctions of Retailing 1.1. Capturing the customer requirementsCapturing the customer requirements
Capturing the service requirementsCapturing the service requirementsdeals withdeals with minimisingminimising the gaps in thethe gaps in the
service deliveryservice delivery 2.2. Bulk BreakingBulk Breaking
Bulk Breaking is the process whereinBulk Breaking is the process wherein
the goods that are manufactured inthe goods that are manufactured inlarge volumes are broken into smallerlarge volumes are broken into smallerunits at different locations which areunits at different locations which areconsumed by the end consumersconsumed by the end consumers
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Functions of RetailingFunctions of Retailing
3.3. Spatial ConvenienceSpatial Convenience
Spatial convenience is defined as theSpatial convenience is defined as theextent of convenience offered by aextent of convenience offered by achannel in terms of the distance that achannel in terms of the distance that acustomer has to travel before availingcustomer has to travel before availingof the services of the channelof the services of the channel
4.4. Waiting timeWaiting time Waiting time is the time that aWaiting time is the time that a
customer has to spend before availingcustomer has to spend before availing
of the services of the channel.of the services of the channel.
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Functions of RetailingFunctions of Retailing
The waiting time or tolerance levelThe waiting time or tolerance leveldepends on the product characteristics,depends on the product characteristics,
purchase occasion etcpurchase occasion etc 5.5. AssortmentAssortment
Assortment is the service whichAssortment is the service which
involves making the products availableinvolves making the products availableat one place that are to boughtat one place that are to boughttogether. Assortment indicates thetogether. Assortment indicates theassociation or group of productsassociation or group of products
purchased by the consumer at a time.purchased by the consumer at a time.
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Functions of RetailingFunctions of Retailing
Assortment reduces the shopping time.Assortment reduces the shopping time.It is a joint need fulfillment processIt is a joint need fulfillment processassociated with several productassociated with several productcategories.categories. It evaluatesIt evaluates all differentall differentproducts available with inproducts available with in--depth productdepth productmixmix
6.6. Physical PossessionPhysical Possession It involves the transportation andIt involves the transportation and
storage of the product in order tostorage of the product in order to
physically deliver the product to endphysically deliver the product to end
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Functions of RetailingFunctions of Retailing
7.7. OwnershipOwnership
Takes the title of the product for anyTakes the title of the product for any
damage or lossdamage or loss 8.8. PromotionPromotion advertising, salesadvertising, sales
promotion, displaying, demonstratingpromotion, displaying, demonstrating
etcetc 9.9. NegotiatingNegotiating
Coming to the agreement about theComing to the agreement about the
terms of trade and price fixationterms of trade and price fixation
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Functions of RetailingFunctions of Retailing
10.10. FinancingFinancing
It involves in financing the inventoriesIt involves in financing the inventoriesof the manufacturer and otherof the manufacturer and otherfinancial requirements of thefinancial requirements of theconsumer also.consumer also.
11.11. Risk takingRisk taking
It involves in the assurance of damageIt involves in the assurance of damageor any loss of product/serviceor any loss of product/service
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Functions of RetailingFunctions of Retailing
12.12. Service backupService backup Pre, post, afterPre, post, aftersales servicesales service
13.13. CoverageCoverage
It is the intensity to which theIt is the intensity to which thechannels penetrate in delivering thechannels penetrate in delivering the
goods/services to different types ofgoods/services to different types ofconsumersconsumers
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Functions of RetailingFunctions of Retailing
Types of coverageTypes of coverage a.a. Intensive distributionIntensive distribution stocking thestocking the
products in numerous outlets. Itproducts in numerous outlets. Itpromotes impulsive buyingpromotes impulsive buying
Ex : FMCG, groceries etcEx : FMCG, groceries etc
b.b. Selective DistributionSelective Distribution falls betweenfalls betweenintensive & exclusive distribution. Itintensive & exclusive distribution. Itstocksstocks specialisedspecialised productsproducts
Ex : electronic goods & home appliancesEx : electronic goods & home appliances
Few channels were utilized in servingFew channels were utilized in serving
consumersconsumers
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Functions of RetailingFunctions of Retailing
c. Exclusive distributionc. Exclusive distribution -- It allows onlyIt allows onlycertain dealers to carry companycertain dealers to carry companyproductsproducts
Ex :Plant & machinery, electricalEx :Plant & machinery, electricalappliances, automobiles etcappliances, automobiles etc
Exclusive distribution reducesExclusive distribution reduces
purchaser power to negotiate thepurchaser power to negotiate theprices. Brand loyalty is highprices. Brand loyalty is high
It utilizes one retailer or industrialIt utilizes one retailer or industrial
distributor in a geographical areadistributor in a geographical area
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Functions of RetailingFunctions of Retailing
14.14. AssemblingAssembling
It is a process of modifying theIt is a process of modifying the
products on the basis of customersproducts on the basis of customersspecificationspecification
15.15. FulfillmentFulfillment It takes customerIt takes customer
orders and provides specialized productorders and provides specialized productshipment as value added serviceshipment as value added service
16.16. SequencingSequencing arrange products inarrange products inspecialized way as value added servicespecialized way as value added service
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Functions of RetailingFunctions of Retailing
17.17. MerchandisingMerchandising it works at pointit works at pointof sale to increase appeal of productof sale to increase appeal of productassortmentassortment
18.18. StandardizationStandardization it is theit is thedevelopment of high quality uniformdevelopment of high quality uniformproducts & servicesproducts & services
19.19. RoutinizationRoutinization it relates to rulesit relates to rulesand procedures used to guideand procedures used to guidefunctionalfunctional performance ofperformance of a channela channel--
i.e., selling, buying, transportation etci.e., selling, buying, transportation etc
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Functions of RetailingFunctions of Retailing
20.20. SortingSorting it is a process thatit is a process thatchannel members perform to developchannel members perform to develop
unique product assortments.unique product assortments.
21.21. SpecializationSpecialization It createsIt createseconomic opportunity and help toeconomic opportunity and help to
project themselves as logisticproject themselves as logisticspecialists to offer unique services tospecialists to offer unique services tomanufacturers.manufacturers.
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Retail is the only business where oneRetail is the only business where one
buys in credit and sells for cash.buys in credit and sells for cash.
Retail bridges both manufacturer andRetail bridges both manufacturer andconsumerconsumer
The evolution of retail in IndiaThe evolution of retail in India
Haats ( called as periodic markets inHaats ( called as periodic markets inrural areas). Haats facilitate hugerural areas). Haats facilitate hugegathering of buyers in fixed time andgathering of buyers in fixed time and
fixed locationfixed location
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Melas ( commodity to religious fairs)Melas ( commodity to religious fairs)
Mandis ( markets set up by stateMandis ( markets set up by stategovernment for sale of agriculturalgovernment for sale of agriculturalproduce directly)produce directly)
Traditional formatsTraditional formats salesman, haats,salesman, haats,
mandis, melas etc)mandis, melas etc)
Established formatsEstablished formats Kirana shops,Kirana shops,convenience, department stores,convenience, department stores,
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing The factors like quality, choice, consistency,The factors like quality, choice, consistency,
convenience, service, less money, time,convenience, service, less money, time,
effort etc rise to the empowerment of theeffort etc rise to the empowerment of theconsumersconsumers
Retail as a careerRetail as a career
Buying & merchandising, marketing, storeBuying & merchandising, marketing, storeoperations, sales, finance, HR, Visualoperations, sales, finance, HR, VisualMerchandising, Category Management, SCMMerchandising, Category Management, SCM& Logistics are some of the functional areas& Logistics are some of the functional areasin retailingin retailing
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Liberalization, globalization are some of theLiberalization, globalization are some of the
economic policies of the governmenteconomic policies of the government
necessitated the growth of retailingnecessitated the growth of retailing The factors consumer pull, explosion ofThe factors consumer pull, explosion of
media, changes in consumer behaviour withmedia, changes in consumer behaviour withHigher & middle income, working classHigher & middle income, working class
developed retail buying behaviourdeveloped retail buying behaviour Due to the shopping attitudes changing,Due to the shopping attitudes changing,
Indian market today designs valueIndian market today designs value--addedadded
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailingproducts with good audience & brandsproducts with good audience & brands
Fast growing technology change theFast growing technology change theshoppingshopping behaviourbehaviour of the consumerof the consumer
ComputerisationComputerisation of operations in aof operations in aretail store including inventoryretail store including inventory
management, billing & payments,management, billing & payments,widespread use of MIS, teleshoppingwidespread use of MIS, teleshopping& net shopping etc are some of the& net shopping etc are some of the
technological changestechnological changes
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing The trends of retailing can be explained inThe trends of retailing can be explained in
four gear pathfour gear path
First gear pathFirst gear path introduction stageintroduction stage Most of the business done in the form ofMost of the business done in the form of
kriranakrirana shops, department storesshops, department stores
The concept super bazaar emerged inThe concept super bazaar emerged in1960s1960s
The retailers likeThe retailers like VivekVivek && VasanthVasanth ,, RahejaRaheja,,bombaybombay dyeing started their operationsdyeing started their operations
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Second gearSecond gear Growth stageGrowth stage
In this stage the buyers were exposed toIn this stage the buyers were exposed to
new retail formats like shoppers stop,new retail formats like shoppers stop,subhikshasubhiksha,, foodworldfoodworld,, westsidewestside , lifestyle,, lifestyle,Barista in coffee,Barista in coffee, McdonaldMcdonald ,, apolloapollopharmacy etcpharmacy etc
Several factors like convenient timings, freeSeveral factors like convenient timings, freeparking, dialparking, dial nn order, provision for freeorder, provision for freetrial & taste, price below MRP, free hometrial & taste, price below MRP, free homedelivery enhanced the shopping experiencedelivery enhanced the shopping experience
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Third gearThird gear Promotional PhasePromotional Phase This stage involves officeThis stage involves office back endback end
managementmanagement Visual merchandising, categoryVisual merchandising, category
management, supply chain management aremanagement, supply chain management aresome of the marketing strategiessome of the marketing strategies
The entry of retailers from metros to nonThe entry of retailers from metros to non
metrosmetros Profitability through heavy investment inProfitability through heavy investment in
back end managementback end management
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Fourth gearFourth gear Consolidation phaseConsolidation phase
The major retailers of US, EuropeThe major retailers of US, Europelooking for cross border movementlooking for cross border movement
Consolidation of retailing in ruralConsolidation of retailing in ruralsectorsector
This phase upgraded the consumersThis phase upgraded the consumersfrom product based shopping tofrom product based shopping toexperience based shoppingexperience based shopping
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Other trends in RetailingOther trends in Retailing
a.a. Retail Banking in IndiaRetail Banking in India
The development of advancedThe development of advancedtechnology enabled banks intechnology enabled banks inmultilocationsmultilocations based on the principlebased on the principle
Anytime Anywhere, AnyhowAnytime Anywhere, Anyhow
HDFC is the first bank in India to offerHDFC is the first bank in India to offeronon--line transactionsline transactions
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing ICICI is one of the leading privateICICI is one of the leading private
bank in India conducted ebank in India conducted e--banking.banking.
SBI invested 500 crores toSBI invested 500 crores tointerconnect its branches throughoutinterconnect its branches throughoutthe country.the country.
Bankers rarely think of their branchesBankers rarely think of their branchesas retail storesas retail stores
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing b)b) AVMs in RetailingAVMs in Retailing
Automated retailing (AVM) dispenseAutomated retailing (AVM) dispense
beverages, confectionery, icebeverages, confectionery, ice--creamcreametcetc
In Japan AVMs dispensed jewelry,In Japan AVMs dispensed jewelry,
spectacles, food items, flowers,spectacles, food items, flowers,beverages etcbeverages etc
AVMs are found in company corporateAVMs are found in company corporateoffices, retail stores, petrol pumps,offices, retail stores, petrol pumps,
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailingHotels, restaurants, airports and all theHotels, restaurants, airports and all the
public placespublic places
AVMs act as a silent salesman whichAVMs act as a silent salesman whichprovide round the clock serviceprovide round the clock service
AVMs are one of the effectiveAVMs are one of the effective
distribution points to promote theirdistribution points to promote theirproducts to the end user and alsoproducts to the end user and alsoincreases brand recognitionincreases brand recognition
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing c)c) Innovative retailingInnovative retailing
Bharat petroleum pioneered theBharat petroleum pioneered theconcept of convenience stores atconcept of convenience stores atselect petrol pumps that operateselect petrol pumps that operateunder name Bazaar. These Bazaarunder name Bazaar. These Bazaar
provide a wide range of convenienceprovide a wide range of convenienceitems in a clean, airitems in a clean, air--conditioned andconditioned andfriendly environmentfriendly environment
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing BharatPetroleum has popularised inBharatPetroleum has popularised in
nonnon--fuel front also. It has introducedfuel front also. It has introduced
the Errand mail concept called asthe Errand mail concept called as
In & Out . These malls offer broadIn & Out . These malls offer broadrange of services like ATM, cybercafe,range of services like ATM, cybercafe,
fast food, greeting cards etc whichfast food, greeting cards etc whichmade a rewarding experience formade a rewarding experience formotorists.motorists.
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing d) Pantaloons Big Bazaard) Pantaloons Big Bazaar
(Hypermarket) is competing from a(Hypermarket) is competing from a
street seller to premium outletstreet seller to premium outlet The USP is (there is something forThe USP is (there is something for
everyone)everyone)
It offers distinct services likeP
arking,It offers distinct services likeP
arking,trolley system, convenience to thetrolley system, convenience to theconsumerconsumer
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing f) Margin Free Markets is the largestf) Margin Free Markets is the largest
retail chain in the state ofretail chain in the state of keralakerala andand
one of the leading retail chains inone of the leading retail chains inIndia.India.
The outlets are franchises and areThe outlets are franchises and are
controlled by The Consumercontrolled by The ConsumerProtection and Guidance SocietyProtection and Guidance Society
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Trends of RetailingTrends of Retailing
Factors influencing retailingFactors influencing retailing Margin Free outlets are typicalMargin Free outlets are typical
discount stores offering onediscount stores offering one--stopstop
shopping experience with grocery,shopping experience with grocery,food,fmcg,fruits & vegetables etcfood,fmcg,fruits & vegetables etc
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Retail EconomiesRetail Economies
Retail economies are the factors andRetail economies are the factors andfunctions that can enhance economic valuefunctions that can enhance economic value
Bulk breakingBulk breaking process where buyers buyprocess where buyers buygoods in large quantities and break themgoods in large quantities and break theminto smaller sizes for individual customersinto smaller sizes for individual customers
As a result purchases become convenientAs a result purchases become convenient
for customerfor customer
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Retail EconomiesRetail Economies
AssortmentAssortment evaluates all differentevaluates all differentproducts available with inproducts available with in--depthdepth
product mix. It facilitates Oneproduct mix. It facilitates One--StopStopshopping experience.shopping experience.
StoringStoring stocking goods untilstocking goods until
customers are willingness to buy & usecustomers are willingness to buy & usethem. Anticipating the customer needsthem. Anticipating the customer needsin advancein advance
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Retail EconomiesRetail Economies
Economic utilityEconomic utility providing theproviding theproducts in the form at right place andproducts in the form at right place and
at right timeat right time one stop shoppingone stop shoppingexperienceexperience
Economic growthEconomic growth create andcreate and
generate employment opportunitiesgenerate employment opportunities Outsourcing opportunitiesOutsourcing opportunities
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Retail EconomiesRetail Economies
Production cycleProduction cycle retailers smoothenretailers smoothenproduction cycle by placing orders forproduction cycle by placing orders for
peak demands well in advance andpeak demands well in advance andmanage inventory on behalf ofmanage inventory on behalf ofmanufacturersmanufacturers
**NoteNote :: Include all the functions ofInclude all the functions ofretailingretailing
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Retail Marketing MixRetail Marketing Mix
The variables of the retail marketing mix areThe variables of the retail marketing mix are
ProductProduct
PricePrice
PlacePlace
PromotionPromotion
PresentationPresentation peoplepeople
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Retail Marketing MixRetail Marketing Mix
ProductProduct type of products, producttype of products, productmix, product positioning, productmix, product positioning, product
differentiationdifferentiation Product planningProduct planning Branding,Branding,
packaging & labelingpackaging & labeling
Position of the product in PLCPosition of the product in PLC
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Retail Marketing MixRetail Marketing Mix
PricePrice objectives, price mixobjectives, price mix
PlacePlace location of the store & its typelocation of the store & its type
of format, supply chain management,of format, supply chain management,logistics etclogistics etc
PromotionPromotion advertising, salesadvertising, salespromotion, personal selling & publicitypromotion, personal selling & publicity
PresentationPresentation visual merchandising,visual merchandising,Category managementCategory management
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Retail Marketing MixRetail Marketing Mix
Visual merchandising is the process ofVisual merchandising is the process ofselling the goods by displays & presentation.selling the goods by displays & presentation.
Visual merchandising circulates theVisual merchandising circulates thecustomers in to the store.customers in to the store.
Positioning the store imagePositioning the store image
Sell variety of merchandiseSell variety of merchandise
Category managementCategory management goods in agoods in acategory are displayed and sold togethercategory are displayed and sold together
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Retail Marketing MixRetail Marketing Mix
PeoplePeople to serve customers &to serve customers &employees.employees.
-- Employees should be trained andEmployees should be trained andmotivated for designing strategiesmotivated for designing strategies
-- Through CRM, the company canThrough CRM, the company can
attract customersattract customers
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Retail Marketing StrategyRetail Marketing Strategy
The main objectives of MarketingThe main objectives of MarketingStrategy isStrategy is
1) To design the marketing1) To design the marketingprogrammesprogrammes
2) To2) To provide valueprovide value--added services toadded services to
the customerthe customer
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Steps in retail marketingSteps in retail marketing
strategystrategy Develop Mission statementDevelop Mission statement
Establish objectivesEstablish objectives
Conduct situational analysisConduct situational analysis
Formulate market developmentFormulate market developmentstrategiesstrategies
Estimate the market attractivenessEstimate the market attractiveness
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Steps in retail marketingSteps in retail marketing
strategystrategy Implementing the strategyImplementing the strategy
Evaluating the strategyEvaluating the strategy
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Steps in retail marketingSteps in retail marketing
strategystrategy Develop Mission statementDevelop Mission statement
The mission statement of the retailThe mission statement of the retail
organization focus on the followingorganization focus on the followingdimensionsdimensions
a) defines the scope of the businessa) defines the scope of the business
b) defines the statement of existenceb) defines the statement of existence
c) who are the target customers?c) who are the target customers?
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Steps in retail marketingSteps in retail marketing
strategystrategy d) what are the growth plans?d) what are the growth plans?
e) what are the levels ofe) what are the levels of
products/services to be offeredproducts/services to be offered
f) what are the attributes forf) what are the attributes forcompetitive advantage?competitive advantage?
g) what is the delivering value to theg) what is the delivering value to thecustomers?customers?
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Steps in retail marketingSteps in retail marketing
strategystrategy Establish objectivesEstablish objectives
The objectives may be short term andThe objectives may be short term and
long termlong term
Conduct situational analysisConduct situational analysis
Swot analysis is conducted to identifySwot analysis is conducted to identify
the strategic alternativesthe strategic alternatives
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Steps in retail marketingSteps in retail marketing
strategystrategy Formulate market developmentFormulate market development
strategiesstrategies
Market development involves theMarket development involves thefollowingfollowing
Segmentation , Targeting, Positioning,Segmentation , Targeting, Positioning,
DifferentiationDifferentiation Decide on the type of retail formatDecide on the type of retail format
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Steps in retail marketingSteps in retail marketing
strategystrategy Decide on the retail marketing mixDecide on the retail marketing mix
Other market development strategiesOther market development strategies
a) Expansiona) Expansion b) Diversificationb) Diversification
c) Lowc) Low-- end strategyend strategy low rentallow rental
shoppingshopping d) Highd) High end strategyend strategy high rentalhigh rental
shoppingshopping
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Steps in retail marketingSteps in retail marketing
strategystrategy e) Shortgun merchandisinge) Shortgun merchandising
concentrating on the mass marketconcentrating on the mass market
f) Rifle merchandisingf) Rifle merchandising concentratingconcentratingon the affluent customerson the affluent customers
g) Scrambled Merchandisingg) Scrambled Merchandising retailerretailer
adds products/services that areadds products/services that areunrelated to each otherunrelated to each other
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Steps in retail marketingSteps in retail marketing
strategystrategy Estimate the market attractivenessEstimate the market attractiveness
It involves measuring the marketIt involves measuring the market
potentialpotential sales, profits, competitorssales, profits, competitors Implementing the strategyImplementing the strategy
It estimates the critical path in relationIt estimates the critical path in relation
to the operation plans. Theto the operation plans. Theimplementation should be customerimplementation should be customercentric rather than firm centriccentric rather than firm centric
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Steps in retail marketingSteps in retail marketing
strategystrategy Evaluating the strategyEvaluating the strategy
Forecasting the salesForecasting the sales
Feedback from customers, salesmanFeedback from customers, salesman
Measuring the brand equity ,Measuring the brand equity ,distribution equitydistribution equity
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Retail Advertising & SalesRetail Advertising & Sales
promotionpromotion Retail AdvertisingRetail Advertising -- The critical factorsThe critical factors
to be considered in the retailto be considered in the retail
advertising areadvertising are 1) The objective of the retail1) The objective of the retail
advertising should be building longadvertising should be building longterm brand image of the storeterm brand image of the store
2) the message should be clear what2) the message should be clear whatit wants to communicateit wants to communicate
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Retail AdvertisingRetail Advertising
3) The retailer should determine the3) The retailer should determine thetype of format and type of products ittype of format and type of products it
want to offer for developing thewant to offer for developing theadvertising strategyadvertising strategy
4) The retailer should ensure that the4) The retailer should ensure that thechannel conveys the right messagechannel conveys the right message
5) Codify the message by using signs,5) Codify the message by using signs,symbols, actions etcsymbols, actions etc
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Retail AdvertisingRetail Advertising
6) Supporting sales promotional6) Supporting sales promotionalschemes run by the store throughschemes run by the store through
advertisingadvertising 7) creating the demand for private7) creating the demand for private
labels through advertisinglabels through advertising
8) facilitating the job of salesforce8) facilitating the job of salesforce
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Retail AdvertisingRetail Advertising
9) type of media9) type of media
Print mediaPrint media shoppers supplements,shoppers supplements,
directoriesdirectories
Direct mailDirect mail
RadioRadio
TelevisionTelevision local cable networkslocal cable networks
World wide webWorld wide web
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Retail AdvertisingRetail Advertising
OutdoorOutdoor posters, billboards,posters, billboards,advertisements near amusement parks,advertisements near amusement parks,
resortsresorts TransitTransit advertisements displayed inadvertisements displayed in
various modes of transportationvarious modes of transportation
MiscellaneousMiscellaneous slide film shown in movies,slide film shown in movies,
distribution of circulars at the entry & exitdistribution of circulars at the entry & exitpoints of store, newspaper insertionspoints of store, newspaper insertions
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Retail AdvertisingRetail Advertising
Sky or balloon advertising, automaticSky or balloon advertising, automaticvending machines etcvending machines etc
Types of retail advertisingTypes of retail advertising
Pioneer advertisingPioneer advertising used in theused in theintroductory stage ofPLCintroductory stage ofPLC
Competitive advertisingCompetitive advertising
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Retail AdvertisingRetail Advertising
Reminder advertisingReminder advertising routineroutinepurchase/ new arrivalspurchase/ new arrivals
Institutional advertisingInstitutional advertising buildbuildgoodwill rather than promoting specificgoodwill rather than promoting specificproduct/serviceproduct/service
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Retail Sales promotionRetail Sales promotion
Retail Sales PromotionRetail Sales Promotion -- The criticalThe criticalfactors to be considered in the retailfactors to be considered in the retail
sales promotion aresales promotion are The retailers should recognise theThe retailers should recognise the
customer through appropriate &customer through appropriate &
consistent displays, inconsistent displays, in--store promotionstore promotion& customer service& customer service
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Retail Sales promotionRetail Sales promotion
The retailers should show commitment toThe retailers should show commitment toproducts & services and it should align withproducts & services and it should align with
customercustomer UseUse inin store communication to persuadestore communication to persuade
customer to buycustomer to buy
Increasing short term sales volumeIncreasing short term sales volume
Stock clearance of slow, nonStock clearance of slow, non--moving,moving,outdated, defective or inferior quality goodsoutdated, defective or inferior quality goods
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Retail Sales promotionRetail Sales promotion
Emphasizing variety, novelty goodsEmphasizing variety, novelty goodsoffered by retail outletoffered by retail outlet
Stimulating customers for impulseStimulating customers for impulsepurchasepurchase
Seeking involvement of customers inSeeking involvement of customers in
contests, demonstrations, prizes forcontests, demonstrations, prizes forbig eventsbig events
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Retail Sales promotionRetail Sales promotion
Introducing new arrivals and creatingIntroducing new arrivals and creatingawareness for newly launchedawareness for newly launched
productsproducts Complementing the other promotionalComplementing the other promotional
elements like advertising & personalelements like advertising & personal
sellingselling
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Retail Sales promotionRetail Sales promotion
Tools of sales promotionTools of sales promotion
DiscountsDiscounts quantity, cash, offquantity, cash, off--season,season,
dailydaily Stock clearance sale, Festival sale,Stock clearance sale, Festival sale,
annual sale, seconds saleannual sale, seconds sale
POP, membership schemes, credit
POP, membership schemes, creditfacility , zero % loan, freefacility , zero % loan, free
demonstrationdemonstration
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Retail Sales promotionRetail Sales promotion
Scratch coupons, exchange offer, trialScratch coupons, exchange offer, trialpackspacks
Free gifts, contest & competition,Free gifts, contest & competition,
inin--store sampling, multistore sampling, multi--pack offers,pack offers,specialty advertisingspecialty advertising
Conclusion for RetailConclusion for Retail
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Conclusion for RetailConclusion for RetailAdvertising & Retail SalesAdvertising & Retail Sales
promotionpromotion Retailer product must meet customerRetailer product must meet customer
expectationsexpectations
Generate repeat businessGenerate repeat business
Anticipate customer needsAnticipate customer needs
Provide higher levels of serviceProvide higher levels of service
Customer feedbackCustomer feedback
Conclusion for RetailConclusion for Retail
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Conclusion for RetailConclusion for RetailAdvertising & Retail SalesAdvertising & Retail Sales
promotionpromotion Remove brand ignoranceRemove brand ignorance
Build awarenessBuild awareness
Upgrade the knowledge of consumersUpgrade the knowledge of consumers
Build customer preferencesBuild customer preferences
Build convictionBuild conviction retailer'sretailer'scommitment towards customerscommitment towards customers
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Managing people at workManaging people at work
(motivating retail salesforce)(motivating retail salesforce) Tools that motivate salesforeceTools that motivate salesforece
Job varietyJob variety -- It involves job rotationIt involves job rotation
through variety of productsthrough variety of products Job autonomyJob autonomy responsibility in handlingresponsibility in handling
customer complaints, participation incustomer complaints, participation incustomer researchcustomer research
Specialised trainingSpecialised training training in producttraining in productknowledge, service skills, computer skills,knowledge, service skills, computer skills,leadership & teamwork, visual display skillsleadership & teamwork, visual display skills
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Managing people at workManaging people at work
(motivating retail salesforce)(motivating retail salesforce) Public recognition of achievementsPublic recognition of achievements
skills & achievements of salesforceskills & achievements of salesforce
were displayed to participantswere displayed to participants Goal settingGoal setting setting performancesetting performance
benchmarksbenchmarks
Fixing sales quotasFixing sales quotas Monetary & Non monetary awardsMonetary & Non monetary awards
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Managing people at workManaging people at work
(motivating retail salesforce)(motivating retail salesforce) Stimulating salesforce to push nonStimulating salesforce to push non--movingmoving
& slow& slow--moving goodsmoving goods
P
rocess of motivationP
rocess of motivation ExploreExplore It is the stage where theIt is the stage where the
salesman searches for comfortable positionsalesman searches for comfortable positionby improving skillsby improving skills
EstablishEstablish It involves seeking stabilisationIt involves seeking stabilisationin his/her own job through consistentin his/her own job through consistentperformanceperformance
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Managing people at workManaging people at work
(motivating retail salesforce)(motivating retail salesforce) MaintainMaintain strive to retain currentstrive to retain current
position through his/her creative workposition through his/her creative work
(The company rewards the salesforce(The company rewards the salesforcefor the innovative performance)for the innovative performance)
DisengageDisengage It is the stage where theIt is the stage where thecompany tries to identify the reasonscompany tries to identify the reasonsfor the declined performance orfor the declined performance orreduced targetsreduced targets
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Retail Supply ChainRetail Supply Chain
Management (SCM)Management (SCM) Importance of Retail SCMImportance of Retail SCM
The supply chain of retail operationsThe supply chain of retail operations
ensures that the right product is in rightensures that the right product is in rightplace at right time and at the right costplace at right time and at the right cost
The objective of SCM is to improve overallThe objective of SCM is to improve overallefficiency and creates an opportunity forefficiency and creates an opportunity for
enhanced sales and customer satisfactionenhanced sales and customer satisfaction
il l h iil l h i
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Retail Supply ChainRetail Supply Chain
Management (SCM)Management (SCM) It decides when & what to produce,It decides when & what to produce,
store and movestore and move
It helps in tracking the status of ordersIt helps in tracking the status of orders It reduces the cycle time ( or reducingIt reduces the cycle time ( or reducing
the number of manufacturingthe number of manufacturingoperations)operations)
It reduces the inventory cost throughIt reduces the inventory cost throughJITJIT
il S l Ch iil S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SCM)Management (SCM) It helps in reducing the transportationIt helps in reducing the transportation
cost by selecting the optimalcost by selecting the optimal
transportation modetransportation mode It helps in production planning basedIt helps in production planning based
on customer demandon customer demand
Designing the product based onDesigning the product based oncustomer specificationcustomer specification
R il S l Ch iR il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Functions of Retail Supply ChainFunctions of Retail Supply Chain
ManagementManagement
a) Merchandise Planninga) Merchandise Planning b) Inventory Planningb) Inventory Planning
c) Vendor management or Vendorc) Vendor management or Vendor
Managed Inventory (VMI)Managed Inventory (VMI) d) Electronic Data Interchange (EDI)d) Electronic Data Interchange (EDI)
e) Warehouse Managemente) Warehouse Management
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Functions of Retail SCMFunctions of Retail SCM
Merchandise planningMerchandise planning
The first step in the scm isThe first step in the scm ismerchandise planning. The planningmerchandise planning. The planningprocess starts well in advance beforeprocess starts well in advance beforethe actual beginning of the season tothe actual beginning of the season tofill an agreed coverage of the productfill an agreed coverage of the productthat matches the customer demandthat matches the customer demand
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Merchandise planning developsMerchandise planning develops
appropriate mix of color, price, styleappropriate mix of color, price, style
on the customer requirementson the customer requirements The buying departments then decidesThe buying departments then decides
on suppliers who will supply theon suppliers who will supply the
necessary merchandise as per thenecessary merchandise as per theplansplans
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Efficient inventory planningEfficient inventory planning
It enables the retail organisation toIt enables the retail organisation to
achieve its strategies and benchmarkachieve its strategies and benchmarkstandards of customer attractivenessstandards of customer attractivenessat the same time. Forward planning isat the same time. Forward planning is
done by forecasting sales at beginningdone by forecasting sales at beginningof month (BOM) and End ofof month (BOM) and End ofmonth(EOM). It leads to OTBmonth(EOM). It leads to OTB
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) (Open to buy plans). Efficiency Inventory(Open to buy plans). Efficiency Inventory
planning optimises purchasing controls forplanning optimises purchasing controls for
the store with the help of JIT.the store with the help of JIT. Vendor ManagementVendor Management
Effective Vendor Management involves inEffective Vendor Management involves inselecting the right vendors who are capableselecting the right vendors who are capable
of providing the right quality of merchandiseof providing the right quality of merchandiseand meeting delivery deadlines.and meeting delivery deadlines.
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) It helps in delivering the rightIt helps in delivering the right
quantities so that retailers can getquantities so that retailers can get
right hit ratio. The right hit ratioright hit ratio. The right hit ratiomeasures the gap between delivery &measures the gap between delivery &purchase orders so that it eliminatespurchase orders so that it eliminatesback log delivery. Efficient vendorback log delivery. Efficient vendor
management leads to vendormanagement leads to vendormanaged inventory (VMI) which ismanaged inventory (VMI) which isideal for reducing inventory costideal for reducing inventory cost
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Electronic data interchange (EDI)Electronic data interchange (EDI)
EDI helps in establishing an efficientEDI helps in establishing an efficient
information flow on stock movementinformation flow on stock movementand vendors can share informationand vendors can share informationabout invoices and salesabout invoices and sales
simultaneously. EDI is the flow of datasimultaneously. EDI is the flow of dataelectronically between two differentelectronically between two differentorganisationsorganisations
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Warehouse managementWarehouse management
It helps in managing the distributionIt helps in managing the distribution
centers. It involves in storing andcenters. It involves in storing anddocking of goods. Efficient warehousedocking of goods. Efficient warehousemanagement helps in the propermanagement helps in the proper
utilisation of the space. It takes theutilisation of the space. It takes theresponsibility of transporting theresponsibility of transporting thegoods from the warehouse to end usergoods from the warehouse to end user
R t il S l Ch iR t il S l Ch i
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Process of retail SCMProcess of retail SCM
a) Open to Buy plans (OTB)a) Open to Buy plans (OTB)
b) Purchase Ordersb) Purchase Orders
c) Order fulfillmentc) Order fulfillment
d) Receipt of goodsd) Receipt of goods
e) Inventory Managemente) Inventory Management
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) f) Warehousingf) Warehousing storing , docking,storing , docking,
transportationtransportation
g) pricing & bar codingg) pricing & bar coding h) sales at retail storeh) sales at retail store point of salespoint of sales
management, category managementmanagement, category managementand visual merchandisingand visual merchandising
i) Customer Relationship Managementi) Customer Relationship Management(CRM)(CRM)
Retail S l ChainRetail S l Chain
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Retail Supply ChainRetail Supply Chain
Management (SC
M)Management (SC
M) Conclusion of Retail SCMConclusion of Retail SCM 7 RIGHTS of Retail SCM7 RIGHTS of Retail SCM To offer the Right product atTo offer the Right product at Right place inRight place in Right quantity withRight quantity with Right quality atRight quality at Right price inRight price in Right mix or assortment inRight mix or assortment in Right timeRight time
CRM ( RelationshipCRM ( Relationship
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CRM ( RelationshipCRM ( Relationship
Marketing)Marketing) Importance & features ofCRMImportance & features ofCRM
CRM is the process of building long termCRM is the process of building long termtrusting, wintrusting, win--win relationships withwin relationships withcustomers, distributors, dealers andcustomers, distributors, dealers andsuppliers.suppliers.
CRM promises and delivers high qualityCRM promises and delivers high qualityefficient services, fair prices to the parties orefficient services, fair prices to the parties orcustomers, strengthening social, economiccustomers, strengthening social, economicand technical ties between the retailer andand technical ties between the retailer andconsumerconsumer
CRM ( RelationshipCRM ( Relationship
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CRM ( RelationshipCRM ( Relationship
Marketing)Marketing) The success of the retail organizationThe success of the retail organization
depends on the firm in which isdepends on the firm in which is
determined by establishing, retainingdetermined by establishing, retainingand maintaining long termand maintaining long termrelationships with their customers.relationships with their customers.
The purpose ofCRM is to establish,The purpose ofCRM is to establish,maintain, evaluate & commercializemaintain, evaluate & commercialize
the customer relationships.the customer relationships.
CRM ( RelationshipCRM ( Relationship
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CRM ( RelationshipCRM ( Relationship
Marketing)Marketing) The prime objective ofCRM is toThe prime objective ofCRM is to maximisemaximise
the life time value of the customer.the life time value of the customer.
To fulfill the above objective the retailersTo fulfill the above objective the retailershas to build relationships both internalhas to build relationships both internalsources ( employees or salesman or staff)sources ( employees or salesman or staff)and external sources ( customers, suppliersand external sources ( customers, suppliersand other influential sources in the society)and other influential sources in the society)
The retail orgnanizations have to retain theThe retail orgnanizations have to retain theloyal customers. Higher retention leads toloyal customers. Higher retention leads tohigher customersatisfactionhigher customersatisfaction
CRM ( RelationshipCRM ( Relationship
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CRM ( RelationshipCRM ( Relationship
Marketing)Marketing) Ways to build long term relationshipsWays to build long term relationships
with the customerswith the customers
Maximise the life time value of theMaximise the life time value of thecustomer through higher retentioncustomer through higher retention
Rewarding loyal customersRewarding loyal customers
By providing higher levels of serviceBy providing higher levels of service
By using widespread use of technologyBy using widespread use of technologyfor providing faster servicefor providing faster service
CRM ( RelationshipCRM ( Relationship
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CRM ( RelationshipCRM ( Relationship
Marketing)Marketing) By efficient complaint handling grievanceBy efficient complaint handling grievance
systems, inviting customer suggestionssystems, inviting customer suggestions
Upgrading the customer knowledge throughUpgrading the customer knowledge throughadvanced management information systemsadvanced management information systemslike TPS(Transaction processing system),like TPS(Transaction processing system),DSS(Decision Support Systems) andDSS(Decision Support Systems) andEIS(Executive information systems)EIS(Executive information systems)
By networking with the following groupsBy networking with the following groups employees, suppliers, customers, recruiters,employees, suppliers, customers, recruiters,referals etcreferals etc
CRM ( RelationshipCRM ( Relationship
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CRM ( RelationshipCRM ( Relationship
Marketing)Marketing) Process ofCRMProcess ofCRM
SegmentationSegmentation geographic, demographic,geographic, demographic,psychographic etcpsychographic etc
TargetingTargeting or database marketingor database marketing PositioningPositioning category management, visualcategory management, visual
merchandising etcmerchandising etc
DifferentiationDifferentiation price, quality and other benefitsprice, quality and other benefits
NetworkingNetworking customers, suppliers, recruiters,customers, suppliers, recruiters,referals etcreferals etc
SCM as a tool ofCRMSCM as a tool ofCRM
CRM ( RelationshipCRM ( Relationship
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CRM ( RelationshipCRM ( Relationship
Marketing)Marketing) ConclusionConclusion
Application ofCRM in banking, groceries,Application ofCRM in banking, groceries,
clothing, cosmetics etcclothing, cosmetics etc The success of Walmart is due to theThe success of Walmart is due to the
establishing, retaining & maintaining longestablishing, retaining & maintaining longterm relationships with the suppliersterm relationships with the suppliers
worldwide. Global Sourcing is the tool thatworldwide. Global Sourcing is the tool thatwas integrated by Walmart into CRMwas integrated by Walmart into CRMprocessprocess
Retail Merchandising &Retail Merchandising &
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Retail Merchandising &Retail Merchandising &
Sh
op DisplaysSh
op Displays Retail Merchandising consists of allRetail Merchandising consists of all
activities involved in acquiringactivities involved in acquiring
particular goods/services and makingparticular goods/services and makingthem available at convenient places atthem available at convenient places atall times and enable retailer to reachall times and enable retailer to reachthe goals.the goals.
Visual Merchandising is an effectiveVisual Merchandising is an effectivetool of retail merchandisingtool of retail merchandising
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Retail MerchandisingRetail Merchandising
Visual Merchandising(VM) is theVisual Merchandising(VM) is theprocess of selling the goods throughprocess of selling the goods through
displays and presentationdisplays and presentationVM acts as a silent salesmanVM acts as a silent salesman
It provides opportunity for retailers toIt provides opportunity for retailers tosell a variety of merchandisesell a variety of merchandise
VM stimulates the salesforce to createVM stimulates the salesforce to createdisplaysdisplays
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Retail MerchandisingRetail Merchandising
VM is the backdrop of the store. VM consistsVM is the backdrop of the store. VM consistsof displays to generate customer interest.of displays to generate customer interest.
VM divides the store into recognisableVM divides the store into recognisabledifferent areas or into categories dependingdifferent areas or into categories dependingon the assortment of productson the assortment of products
VM enhance shopping experience to theVM enhance shopping experience to thecustomer.customer.
VM helps in store positioning and also theVM helps in store positioning and also theimage of the store in the minds of customerimage of the store in the minds of customer
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Retail MerchandisingRetail Merchandising
Since VM is composed of building faade,Since VM is composed of building faade,staircases, combination of colors, graphics, lighting,staircases, combination of colors, graphics, lighting,forms & fixtures which makes the customer to visitforms & fixtures which makes the customer to visitthe store repeatedly.the store repeatedly.
Conclusion of VMConclusion of VM Creating visual image of the store through displaysCreating visual image of the store through displays Act as silent salesmanAct as silent salesman Opportunity for the retailer to sell variety ofOpportunity for the retailer to sell variety of
merchandisemerchandise Creates store image(Positioning the store)Creates store image(Positioning the store) Stimulates impulse purchaseStimulates impulse purchase
Shop Displays (type ofShop Displays (type of
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Shop Displays (type ofShop Displays (type of
displays)displays) Shop displays allows customers toShop displays allows customers to
make quick decisions to purchase. Itmake quick decisions to purchase. It
provides the opportunity for theprovides the opportunity for theconsumer to have a glance of theconsumer to have a glance of theretailer goods both from interior &retailer goods both from interior &exterior.exterior.
Shop Displays (type ofShop Displays (type of
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Shop Displays (type ofShop Displays (type of
displays)displays) Type of shop displaysType of shop displays
1) Window Displays1) Window Displays attract theattract the
attention of customers by positioningattention of customers by positioningwindow as a separate area which iswindow as a separate area which isalso called exclusive displaysalso called exclusive displays
2) Live displays2) Live displays used for productused for product
displays at the entrance of store todisplays at the entrance of store todemonstrate the use of productsdemonstrate the use of products
Shop Displays (type ofShop Displays (type of
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Shop Displays (type ofShop Displays (type of
displays)displays) 3) Marquee displays3) Marquee displays consists ofconsists of
panels which are canopied or anpanels which are canopied or an
extended roof which is used in largeextended roof which is used in largesupermarketssupermarkets
4) Island or freestanding displays4) Island or freestanding displays
displays of merchandise founddisplays of merchandise foundgenerally inside of the store togenerally inside of the store toannounce new arrivals, special offersannounce new arrivals, special offers
Shop Displays (type ofShop Displays (type of
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Shop Displays (type ofShop Displays (type of
displays)displays) 5) Counter display5) Counter display displayed in thedisplayed in the
counters of the store that have glazedcounters of the store that have glazeddisplay shelves to highlight the merchandisedisplay shelves to highlight the merchandise
Ex: jewelry, watch storesEx: jewelry, watch stores
6) Brand corner displays6) Brand corner displays they are thethey are thedisplays of exclusive brands which isdisplays of exclusive brands which is
common in supermarkets , garments etccommon in supermarkets , garments etc
Shop Displays (type ofShop Displays (type of
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Shop Displays (type ofShop Displays (type of
displays)displays) 7) End cap displays7) End cap displays displays at terminaldisplays at terminal
sides of the store. It is shelves cum displaysides of the store. It is shelves cum displaycum selling. These displays are oftencum selling. These displays are oftenmovablemovable
Ex: book stores, supermarkets etcEx: book stores, supermarkets etc
8) Cascade waterfall display8) Cascade waterfall display commonlycommonly
used in readymade garments where shirts,used in readymade garments where shirts,jackets and blazers are displayed on linearjackets and blazers are displayed on linearwalls with the help of dropping rodswalls with the help of dropping rods
Shop Displays (type ofShop Displays (type of
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Shop Displays (type ofShop Displays (type of
displays)displays) Conclusion of Shop DisplaysConclusion of Shop Displays
Shop Displays are the part of visualShop Displays are the part of visual
merchandising.merchandising. Helps in the positioning of the storeHelps in the positioning of the store
imageimage
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Store LayoutStore Layout
Store layout is the physical arrangement ofStore layout is the physical arrangement ofmerchandise. It decides the arrangement ofmerchandise. It decides the arrangement ofmerchandise offered by the store and themerchandise offered by the store and thefloor space allocated.floor space allocated.
Store layout helps in creatingStore layout helps in creatingdistinct/unique image store of the storedistinct/unique image store of the store
considering the target audience of outletconsidering the target audience of outlet
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Store LayoutStore Layout
Objectives of Store LayoutObjectives of Store Layout
Optimum utilisation of spaceOptimum utilisation of space
Minimum movement in the product handlingMinimum movement in the product handling Minimum distance traveledMinimum distance traveled salesman andsalesman and
customercustomer
Maximum visibility of products to customersMaximum visibility of products to customers
Encouragement to customers to visit theEncouragement to customers to visit thestorestore
Ease and maintenance of the storeEase and maintenance of the store
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Store LayoutStore Layout
Factors considering in designing store layoutFactors considering in designing store layout
Total space availableTotal space available
Types of merchandise offered by the storeTypes of merchandise offered by the store Number of departments in the storeNumber of departments in the store
Target audience & number of customersTarget audience & number of customersvisiting the storevisiting the store
Stock/inventory levelStock/inventory level
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Store LayoutStore Layout
design of store layoutdesign of store layout It refers to theIt refers to thestore atmosphere in terms of both interiorstore atmosphere in terms of both interiorand exterior parts of the storeand exterior parts of the store
Store interiorStore interior storefront, signage,storefront, signage,entrances, display window, surroundingentrances, display window, surroundingstores, parking area etcstores, parking area etc
Store exteriorStore exterior colors, lightning, fixtures,colors, lightning, fixtures,flooring, merchandising, number of cashflooring, merchandising, number of cashcounters, housekeeping of the store etccounters, housekeeping of the store etc
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Types of store layoutTypes of store layout
Free flow layoutFree flow layout known as boutiqueknown as boutique
layout. Customers can move freelylayout. Customers can move freelythroughout the store. Fixtures, racks,throughout the store. Fixtures, racks,counters are arranged assymetrically.counters are arranged assymetrically.
The area is limited. It is suitable forThe area is limited. It is suitable forretail outletsretail outlets
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Grid layoutGrid layout this pattern is suitable whenthis pattern is suitable whenrectangular space is available.rectangular space is available.Counters,shelves, fixtures were arranged inCounters,shelves, fixtures were arranged in
long rows. It is cost effective layoutlong rows. It is cost effective layout Ex: supermarketsEx: supermarkets
Loop layoutLoop layout known as racetrack layout.known as racetrack layout.The flow pattern is also suitable whenThe flow pattern is also suitable when
rectangular space is available. The looprectangular space is available. The loopbegins at entrance and returns the customerbegins at entrance and returns the customerin front of the storein front of the store
SS
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ex: of loop layout is Big Bazaarex: of loop layout is Big Bazaar
Spine LayoutSpine Layout combine the merits ofcombine the merits of
free flow, grid and loop layout.free flow, grid and loop layout.Merchandise is displayed on both sidesMerchandise is displayed on both sidesof the racks. The traffic flow is inof the racks. The traffic flow is in
straight line passing from the front tostraight line passing from the front toback to the store.back to the store.
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ConclusionConclusion
Store layout portrays storeStore layout portrays store
atmosphere which is a primeatmosphere which is a primeconsideration for the customers retailconsideration for the customers retailstore choice.store choice.