MERCHANDISE DISPLAY

RETAIL BASICS

RETAIL -MANAGEMENT

Def- "Retail Management is managing the sale of goods and services to the ultimate consumer for personal, family or household use.”

Merchandise and Merchandising

Merchandise-Products/ goods offered to a market

Merchandising- Varieties of products displayed for sale to meet customer needs and wants,

requirements Integrate functions of procurement &

sale Planning inventory and sales forecast

Planning and Forecast

Understand what should be procured/ purchased. This is done by Previous sales record Staff offering info External Surveys, magazines, Trade

publicaations

Merchandise Planning

Is a systematic approach aiming at ROI and increase profit

Building corporate image

Importance of Visual display

To keep ahead of competitors To develop store image To attract and make customers stay

in the store To shop again

4 types of Merchandise categories

Impulse buying- Unplanned purchase Eg- children buy chocolate

Convenience Buying- Usual everyday purchase

Eg- milk, NPs Shopping- Goods regularly bought &

Influence choice of stores eg-Sweets from Ashwins, Jewels from

Kalyan Speciality- Purchase for image,lifestyle

or status eg- Pothys Boutique, Jeans from

Megamart, Elle18

In store display

It depends on- The floor space available Types of goods /stocks Local competition Brand/ org’s image you wish to create How long the display will remain Season/ duration of promotion

ORGANIZED AND

UNORGANISED

UNORGANIZED

KIRANA STORES FAMILY STORES PETTY SHOPS

ORGANISED

1. General merchandise retailer: o carry a variety of product lines, with considerable depth.

Some major types of these stores include supermarkets and hypermarkets , discount stores and department stores.

o Super market: o is a large self service retail store that carries a

wide variety of consumer products under one roof , such as complete line of food products , laundry requirement, household maintenance items.

o Eg- super bazaar in Delhi, apna bazaar , shakari bhandar , FSM in Trichy

o Discount store: o low price, earn lower margins and push for high

sales turnover. o The characteristics of true discount stores

include Selling products at discounted price Carry standard international , national, or store

brand to build image Self service stores to minimize operational costs Preferred store location are low rent areas. Like best known discount store is Wal-Mart. In India

almost all retail stores offer discounts, eg- Big Bazaar

o Department store: a department store is larger retail store organized into several departments.

o The product mix may include food products, appliances, clothing, furnishing and other household goods.

Like Pantaloons, shoppers’ stop, department store only for kids is Kids Kemp. Fashion related department stores in India are

Ebony, Globus, pantaloons, lifestyles.

2. Specialty Stores: specialty stores carry a narrow product mix with depth of assortment within the line.

The emphasis is on a limited number of complimentary products and high level of customer service

Specialty store often sell shopping goods such as Jewelry, apparel, computers, music systems, sporting goods.

Like; Tanishq, Titan watches, Van Heusen, Raymond's.

3. Shopping Malls: shopping malls typically deal with several bases and product categories and provide a large variety of merchandise service integrated through separate shops. There are 96 operational malls in India and expected to grow 158 by this current year.

Ansal plaza (Delhi), Garuda mall (Bangalore) Sahara plaza Gurgaon Spenser Plaza Chennai

4. Retail chains: a retail chain operates multiple retail outlets under common ownership in different cities and towns.

To some extent the purchasing function and decision making are coordinated or centralized.

Eg- Reliance Fresh, Westside, Globus, Food world, McDonald's Etc.