Importance ofCOMMUNICATION

inRETAIL industry

Debasish Sahu

Important ofCommunicationIt is important to communicate well. It can help you to understand what another person is saying. It also means that they can express their own needs and concerns. When you are seriously ill, there will be many things that need to be discussed. Some of these discussions may be difficult and emotional.

In RETAILCommunication

The goal of retail promotion program is to generate sales.

Key functions• Informing• Persuading• reminding

INFORMATIONThis the primary function of the retail promotion progarmme. Retailers provide information to the customers about themselves and the product and services they offer.

PERSUADINGThis is an important function of the retail promotion program. It involves asking people to visit the store and purchase its merchandise and or services.

REMINDINGIt involves reminding its customers frequently about its products and benefits, so that customers loyalty toward the store.

Methods of communication with customer

Communication with

customer

Paid

Impersonal

Personal

Unpaid

Impersonal

Personal

AdvertisingSales promotion

Store atmosphereWebsite

Personal sellingE-mail

Publicity Word of mouth

IMPERSONAL PERSONALPA

IDU

NPA

ID

7 essential communication tips for retail staff dealing with customers

LANGUAGE

GRADING

INTONATION & TONE

BODY LANGUAGE

EYE CONTACT

SMILE

FIND SOMEONE WHO CAN

LANGUAGE

The vocabulary that you use can totally change the message that is being given to the customer. Make sure that language used is appropriate for the target market

If customers don't understand what you are saying, don't just keep repeating the same thing more loudly and slowly! Maybe the customer doesn't understand because he/she is from another country, has literacy problems, or maybe you are just using the wrong vocabulary. Grade your language – if the customer doesn’t understand what you are saying, find another way of saying it.

GRADING

the intonation and tone you use can change the meaning of your message. Something that is meant to be a simple instruction can sound rude or aggressive if said in the wrong way.

INTONATION & TONE

I am fine

you may be saying one thing, but your body language could be saying something else. Looking bored/uninterested or panicked doesn’t give the right impression to customers. Dealing with customers in a confident manner will make you appear more professional.

BODY LANGUAGE

make eye contact with customers when you are talking to them. This will make you appear interested in what they are saying and make you more approachable and friendly.

EYE CONTACT

SMILE

nobody wants to be served by a shop assistant who looks like he/she wants to be anywhere else but in the shop. Customers want to feel welcome when they enter the store and feel that they can approach you.

if you really can’t help the customer then find someone who can. Either direct the customer to the correct person/counter or take them there yourself – don’t just say you don’t know and walk away!

FIND SOMEONE WHO CAN