Importance of Training in Retail Set Up: Presented By:-Amit Patel Chirag Patel Deepak Rao Jaydev Joshi Jitendra Chavda

Importance of Training in
Retail Set up
08/28/09 IIPM=Ahmedabad
Presented By:-
Amit Patel
Chirag Patel
Deepak Rao
Jaydev Joshi
Jitendra Chavda
1
Agenda
Introduction to Retail.
Types of Retail.
Why Training?
Different requirements of different
stores.
Training Institute in Retail
Management.
How to identify Training needs.
Types of Retail Training Programs.
Tips on Training Retail Employees.
2
Introduction to Retail
 RETAIL is derived from The French word
“RETAILLIER” which means to cut off a piece to
break bulk.
 Consider as last stage movement of goods
and services to consumer.
 In simple words any firm that sells product to
the final consumer is performing function of
retailing.
3
Three Basic Tasks of Retailing
 Get consumer into your stores.
 Covert them into Customers.
 Operate as efficiently as possible.
For all these you require a highly talented working staff
4
Prioritize 7 P’s of Retail Service
 Place
 Product
 People
 Process
 Price
 Promotion
 Physical evidence
5
Main Success Factor-People
 People Are The Customers Which Are The
Biggest Asset Of A Retail Company.
 Well Trained Staff.
 Appearance.
 Ambience.
 High Security For Safety Of Customers.
 Successful retailers are more focuses on

Training their people.
6
Why Training?
 Can be the deal breaker between
making a sale or not.
 Poorly Trained staff can causes to store.
 Training is must for new hires.
 Training is must when you expect your
staff to be exceed your expectations.
 It will provide a healthy workforce and
successful Business.
7
A Shopper’s Wish
Please…
 Let me find a parking place near the store
 Do not let me pay too much
 Have the sales staff imagine that they care
 Do not make me have to return anything
 Get me in and out as fast as possible
 Do note make me have to wait in line to
make my purchase
 Let this experience be somewhat
enjoyable
 Do not make me have to deal with other
horrible shoppers 8
Determining Customer Services to Offer
Cost of Providing Retailer’s

Service Characteristics
Income of Custom Services

Target Offered by
er
Market the
Service Competition
Type of
Price Image of Merchandise
9
Store Handled
4 R’s Model
 Customer Retention.
 Customer Relationship.
 Customer Referrals.
 Recovery.
10
Different Training requirements of
Different Stores
 Clothing Stores requires its employee should know:-
Ø What materials stretch.
Ø What materials shrink.
Ø What fits snugly versus loosely.
ØStaff should understand colors and Patterns.
ØStaff should understand what yields more profits.
11
Continued…
 Tech Stores requirements
Ø Know the products.
ØShould understand technicality of products.
ØAble to give assistance when customer gets confused.
 Book stores
Ø Should be familiar with all areas of bookstore.
Ø Able to Identify all segments of the books.
12
Pantaloons & RPG
 The Indian Institute of Social Welfare & Business
Management (IISWBM) .
 Pantaloon Retail India Ltd (PRIL) tied-up with 14
institutes including the Welingkar Institute of
Management, Mumbai, before setting up its own
training institute.
 "By starting these institutes, companies are merely
fulfilling the responsibility of creating their own
resources."
 Spencers set up Pragati, where newcomers
undergo two months' training.
13
Training Institute in Retail Management.
 Indian Retail School
 Loyola Institute of Business Administration
(LIBA)
 S P Jain Centre of Management
 Institute for Integrated Learning in
Management (IILM)
 Welingkar Institute of Management, Centre for
Retail Studies
 K J Somaiya Institute of Management Studies
& Research
 Mudra Institute of Communications
 Amity Business School
14
Identification of training for
Salespeople
 Performance Standards
 Conversion Rate is the percentage of shoppers
that enter the store that are converted to
purchasers.
 Sales per hour.
 Use of time.
 Interview based identification.
15
Characteristics of a Top Retail
Salesperson
 BELIEVE IN YOURSELF
 BE WILLING TO WORK HARD
 HAVE RESPECT FOR THE CUSTOMER’S GOOD

SENSE
 BE FLEXIBLE
 BE DECISIVE
 BE ABLE TO HANDLE STRESS
16
Benefits of Training
 Improves Basic Sales skills.
 Improves soft skills (Communication, Body
language, Gestures & posture, eye contact)
 Improves product knowledge.
 Focus more on customer satisfaction.
 Retain Customers rate will increase.
 Improves sales.
 Level of handling work load will increase.
 Retail Network.
17
SOLUTIONS
 Training seminars and workshops
 Reinforce training
18
Customer retention training
programmes
 Helps to build stronger bonds
 To identify and deal with customer
dissatisfaction
 Greater customer engagement
 Identify growth opportunities
19
Importance of reducing and resolving
customer conflict
 Customer conflict creates customer
dissatisfaction
 Service recovery skills are critical in
maintaining customer satisfaction
20
Calculating the potential cost of a lost
customer due to service failure
 There are 2 factors
Ø The average customer lifetime value
Ø The ripple effect
21
The CLV
 3 components
Ø Average dollar amount per transaction= $20
Ø Average no. of transactions per year=$30
Ø Average no. of years customer remains in a
business`s target group =10
Ø CLV = 600*10=6000
22
Ripple effect
 CLV is now multiplied by 11( initial plus 10
others)
 With ripple effect, potential cost of a single
service failure over a 10 years = $6000*11
=$66,000
23
Flower of Retail
service
Customer
C
Zo
R
Fu ne Queries
M
En
te & n
rta
inm Core
en Service
t
Good Aesthetics
Product line
Change in
Merchandise
Shopping
I
O ntro n al
sc f n . io
he ew ot nts
m
es
Shop floor r om cou
management P is
d
24
Wal-Mart’s Success Pillars
 Do not show off buying luxury goods.
 The way it treated its Associates and customers.
Management style
«Maintain an open-door policy for every employee.
«Empowering associates and respect their needs.
«Provide training as per the need of Employee.
«Maintain technology superiority
«Build loyalty among associates, customers, and suppliers
25
Different types of Retail Training
Programmes
CRM Training.

 Training in category management.
 Merchandise management.
 Store Management.
 Store layout design and visual merchandising.
26
 Customer service.
Contd…
 Sales Training
 How to Understand consumer psychology

(Defensive, Interrupter, Decisive, Indecisive,
Sociable, Impulsive)
 On-the-Job Training
 Online Course
 Seminars/Workshops 27
EEET model for perfect Sales Associate
Retail sales associate must combine the
competencies of four sales associate
archetypes.
 The Educator.
 The Engager.
 The Expeditor.
 The Authentic.
28
Tips on Training Retail Employees.
 Create a employee handbook for new hires.
 Should focus on operations and customer
service aspects of the business.
 Curriculum should be tailored to individual
employee positions.
 Provide an in-depth focus on company policies
and procedures as well as information on sales
and product knowledge
29
Contd…
 Focus on the behavioral characteristics of the
employee.
 Consider the social needs of new employees
when formulating training programs.
 Leadership skills should be provided to all
employees.
 Staples provides employee training via a
service called Cyberscholar.
30
Conclusion
•Consumerism.
•Busy Life Style.
•Ecological Scarcity.
•Life Expectancy.
•Complexity of Life.
31
32
Thank
You

Importance of Training in Retail Set Up: Presented By:-Amit Patel Chirag Patel Deepak Rao Jaydev Joshi Jitendra Chavda

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Importance of Training in

 Covert them into Customers.

 Operate as efficiently as possible.

For all these you require a highly talented working staff

 High Security For Safety Of Customers.

 Successful retailers are more focuses on

Cost of Providing Retailer’s

Income of Custom Services

Ø What materials shrink.

Ø What fits snugly versus loosely.

ØStaff should understand colors and Patterns.

ØStaff should understand what yields more profits.

 Interview based identification.

 HAVE RESPECT FOR THE CUSTOMER’S GOOD

 BE ABLE TO HANDLE STRESS

 Focus more on customer satisfaction.

 Retain Customers rate will increase.

 Level of handling work load will increase.

 Identify growth opportunities

 Training in category management.

 Store layout design and visual merchandising.

 How to Understand consumer psychology

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