Retail

RETAIL STORE RETAIL STORE OPERATIONSOPERATIONS

Formats of Retailing

• Convenient Store: Miniature version of Supermarket. E.g. Grocery stores

• Super Market: Large Food store of at least 4000 sq feet ( In Europe 5000 sq feet) where bulk of sale is under Self Service. Major into Grocery, FMCG and small house hold.

• Hyper Market: Magnified version of Supermarket. Huge bldg, 50-60-90 k sq feet. Tall sealing, Wide eyes, Deep discounts, Everything is available under one roof. E.g. Cafeteria, Beauty Parlor, Children Amusement, Jeweler. E.g. Big Bazar, Giant, Spencer.

Dept Store: Shoppers Stop, West side, Lifestyle, Pyramid and Pantaloon

Discount Store: Selling limited items of assortment at a cheaper rate through out the year. Not in India but SUBHIKSHA was bit similar

Super Center: Maximum nos by Wal-Mart. 3-4 Lakh sq feet area. Simple Bldg structure, Mass

merchandiser, More than 100 check outs, 6 to 12 main entrances / exits. Availability of all ranges in every dept / category. E.g. Sports Goods, Travel Goods, White goods, Wet / Dry grocery. Cafeterias, multiplexes, children's park and many more.

Ware House Club: No Frill no Thrill, Selling in bulk only, Huge area. E.g. Metro Bangalore, maximum in US.

Factors for choosing a retail outlet

• Location : Frequented by thousands of people. Populated residential area.

• Building: Preferable one floor shopping experience. Huge Parking, Visibility from road. Not too many pillars, good sealing height for danglers and banners, entry should be friendly. If it is multistoried then staircase should be at rear.

• Light Arrangement: Focus on merchandising

Continued…

• Decide upon the type of goods to be sold.

• Population and Your Customer

• Accessibility, Visibility and Traffic

• Signage, Zoning and Planning

• Competition and Neighbours

• Special consideration factors

Store Layout

Principles of Layout Principles of Layout

FunctionalFunctional AestheticAesthetic Customer orientedCustomer oriented Economical among various alternativesEconomical among various alternatives Sales OrientedSales Oriented

Essentials of Layout Essentials of Layout

• SKU : Stock Keeping Unit : Depending upon the store size and dealing needs.

• USP : Unique selling prepositions.

• Source of Procurement culture: APMC or our own distribution channel

• Product access in Indian Market:

• Seasons and Events : Sankranti, Holi, Ganapati, Navratri, Dashera, Eid, Diwali and X’mas. Seasons: Rain, Winter and Summer.

Players in operations

• Store Manager

• ASM – Second in Command

• Dept Head

• Dept Supervisor

• Shelf staff / Merchandiser / Cashier / Data Entry operators

• Helpers / Packers / Trolley boys

Store Manager

• Entire store Operations• Public Relations• Accounts • Vendor dealing • New ventures• MIS • Planning and implementing Store Policies and promotions • Interface between Head office and store • Business Development.• Maintain store security with regards to Cash control, Theft and

shrinkage. • Activity in local community and festivals.• Inter store promotions, cross merchandising

• Helpers / Packers / Trolley boys: Packing, Trolleys collection, helping at cash counters, loading unloading.

• Shelf staff / Merchandiser: Merchandising, Shelf maintenance, Customer assistance, product refilling.

• Cashier: Cashiering

• Dept Supervisor: Handling Dept, Coordinating with logistics and buying depts.

Dept Head

Interface between Store head and Dept Supervisor, Implementation, Analysis, MIS.

ASM

• Handling the over all activities of all depts. Major into Administration, Housekeeping, MIS, Maintenance, AMC, Coordinating with logistics and buying dept, Packing etc

• Assist in selection, Orientation, training, development and supervision of departmental personnel.

• Manpower allocation (by expertise and potential)

Maintenance, House Keeping and Security

• All are very important elements to reflect the store image.

• Maintenance: Power supply, IT, Layout, Interior, Exterior and racks and AMC

• Security: Cash, Security barriers at all exits, security tags, theft and pilferage, Staff and store security.

• House keeping: Trading area, Store Front, Back office, Godown, Staff room.

STORE OPERATIONS

Customer Care

• Solve Customer grievances

• Customer assistance

• Return / exchange counter

• Store representative

• Loyalty programs

• After Sales Service

Back office (Admin)

• All HR Related • Staff Issue

Accounts

• Store Accounts • Fund Flow• HO or ZO Coordination related to accounts and Audit • Local Vender Payments

In store Promotion

• Best assorted offers to highlight.

• Create an impulsion

• Seasonal offers are conducted

• Yearly events are planned for the promotions

Inventory Control

• Over Stock (dumped) analysis

• Stock Aging analysis

• Shoplifting

• Pilferage

• Delivery handling / negligence

• Inter store Transfers

• Stock Take

Warehousing

• Dept wise allocation of the goods in shelves.

• White goods and heavy house hold items to be delivered to floor or customers residence (As and when required)

• Stock Control

Warehouse

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Store Buffer

.. .. .. ..

Final consumers

. . . . . . . . . . . . . . . . . . . . . Shelves

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Suppliers

Pull

Demand

Buffer

Buffer

Buffer

Buff

er

Operating Procedures

Trading Hrs: 10 am to 10 pm

• Store Opening at 7 am – Facing, Merchandising, New promotions review and initiate, Housekeeping and maintenance to complete jobs before business starts.

• Re-merchandising and shelf work will be continue at small scale upto 5.30 pm.

• No merchandising after 5.30 pm.

• After store closing only cashiers and reqd. staff will be allowed to be on floor.

• Changing Layout purpose reqd. force can stay back at night. Security to alert

Logistics Center

• Steady and un-interrupted supply center with appropriate stocks and utmost economy in operation.

Internal Warehouse: Very IMP at initial stage to survive and not Internal Warehouse: Very IMP at initial stage to survive and not to suffer from irregular supply. For food products it is to suffer from irregular supply. For food products it is necessary. necessary.

External : Can be survived from the initial stage if non-food External : Can be survived from the initial stage if non-food supply is maintained thru this. After setting up 4-5 stores a supply is maintained thru this. After setting up 4-5 stores a centralize logistic center can be operated for food and centralize logistic center can be operated for food and categories.categories.

Supply Chain PlanningSuccessful Retail operations revolve around getting the right

amounts of the right products to the right markets at the right time in the most economical way. Following are the efficient functions of the supply chain.

Customer Service Standardization Determining store needs and wants related to logistics, recording of the response to the service and finally benchmarking the service levels.

Transportation Assistance to be provided in selection of mode and transport,

service selection, freight consolidation, carrier routing, vehicle scheduling etc

Monthly Schedule • First Week:

– Rush Hours for entire week.– Constant replenishment is mandatory– Aging stocks to be liquidated thru various promotions.

• Second and Third week: – Re-ordering,– MIS study and Analysis – Layout Changes– Loyalty programs activity – Promotions to increase afternoon footfall

• Fourth Week: – Store Planning and promotions for next month.– Budget Achievement level of current month – Budgeting for next month

Stock Take

• Activity played on yearly base.

• Mandatory by Law

• Gives an exact picture of inventory and shrinkages

• Analyze non moving stocks

• Enables inventory control

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