Retail Management & Customer Relations

Module 1 - The Evolution of Modern Retailing

·Products, Product Benefits, Customers, Consumers; Shops, Stores, Showrooms

·Types of Retail Organizations, Intermediaries, Retailers and Wholesalers, Franchising

·The Market and Marketing, Makes and Brands, Merchandise

·The Distribution Chain and Channels

Module 2 - Retail Management & Personnel

·Retail Business Ownership, Sole-Trader Business, Partnerships, Companies

·Organisational Structure, Organisation Charts

·Positions in Stores Operations, Traditional and Delayered Hierarchies

·Duties and Responsibilities of Retail Personnel, Jobs, Positions

Module 3 - Consumer Behaviour & Psychology

·Consumer Behavioural Characteristics, Factors Affecting Consumer Behaviour

·Consumer’s Buying Motives, Consumer Psychology, Psychology and Retailing

·Consumer Research, Market Segmentation, Niche Marketing

·Substitutability, Features and Benefits of Products, Buying Cycle Stages

Module 4 - Location Of Retail Premises

·Types of Retail Premises, Shopping Areas, Shopping Malls Business and Commercial Districts, Malls

·Store Location Decisions, Macro and Micro Factors Affecting Locations

·Retail Site Selection Considerations and Factors

·Competition, Price Strategy, Demographics, Compromises Between Location and Costs

Module 5 - Retail Store Layout & Fittings

·Customer and Traffic Flow, Technology for Monitoring Flows

·Common Stores Floor Layouts, Aisles and Endcaps, Stages in Floor Planning

·Product Mapping, Zone Design, Lighting, Checkout Placement, Customer Service

·Signage, Windows and In-Store Displays, Safety and Security Considerations

Module 6 - Retail Marketing Strategy, Product & Brand Management

·Brand Identity and Branding Image, Retail Marketing,

·The Marketing Mix, The Promotional Mix, Marketing Messages

·SWOT Analysis, Economic Conditions, Strategic Marketing, Dealing With Risks, Contingency Planning

·Increasing Market Share, Market Development, Product Development, Diversification

Module 7 - Finance And Financial Matters

·Mission Statements, Plans and Planning, Forecasting, Budgeting and Budgetary Control

·Cash Flow, Preparing Cash Flow Forecasts, Estimating Sales Volumes

·Credit Sales, Credit Control, Credit Policy, Credit Limits, Types of Discounts and Their Purposes

·Return on Investment (ROI), Sales Turnover, Revenues

Module 8 - Pricing and Pricing Strategies

·Sales Turnover, Price Setting and the Four Basic Rules

·The Products and the Demand For Them, Psychological Attitude of Consumers, Price Sensitivity

·Margin and Markup, Differences Between the Two, Calculations

·Different Pricing Strategies, Choosing Between Pricing Strategies

Module 9 - HR Management in the Retail Sector

·HR Management, Human Relations, Interpersonal Skills, Staff Turnover, Diversity

·Recruitment, Selection, Interviews, Trial Periods, Induction or Orientation, Training Retail Personnel

·Motivation and Encouragement of Employees, Employee Retention, Seasonal Staff

·Sales Demonstrations, Related Sales, Cross-Selling, Ongoing Sales, Customer Loyalty, Loyalty Programs

Module 10 - Customer Service and Consumer Relations

·Policies Covering Interactions With Customers; Developing Excellent Customer Services

·Customer Satisfaction, Measuring Satisfaction, Recognising Buying Motives, Concluding a Transaction

·Customer Support, After Sale Service, Handling Customers’ Complaints

·Customer Service Personnel, Customer Relationship Management, Customer Relationship Life Cycle

Module 11 - E-commerce and E-tailing

·Websites and Webtraffic, What E-Commerce Involves, Advantages and Disadvantages

·Characteristics of Successful E-Tailing, Internet Marketing;

·Website Design, Structure and Navigation Search Engines, Home Pages, Web Browsers

·Social Media and Viral Marketing, Community Building and Social Media, Display Advertising

Module 12 - Retail Marketing Communication

·The Role of Personal Selling, Qualities Needed

·Retail Advertising and Publicity, Media Choices, Sales Promotions, Web-Based Sales Promotions

·Public Relations, Direct Marketing, Email Lists and Messages, Point of Sale and Packaging, Special Offers

·Product Returns, Reasons for Returns, Procedures, Customer Friendly Returns, Sale or Return Terms