retail selling lesson1

Retail Selling 5N1619

Lesson 1

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Overview

• What is Retail Selling?• Why study Retail Selling?• What you will know after this course.• Assessment - Show us what you know • Lesson 1• Summary

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What is Retail Selling?

Definition

“Retail selling includes all activities needed to sell goods, products or services to the final consumers”

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What you will learn on this course?FETAC Level 5 Learning Objectives • To familiarise the learner with the different equipment used in retail

selling

• To explore the different systems used in handling payments, stock control and security

• To examine the main terminology and trends in retail selling

• To analyse current legislation and identify the main legal responsibilities of the retail seller

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What you will learn on this course?FETAC Level 5 Learning Objectives • To identify best practice in health and safety

• To create an awareness of a range of techniques used to open and close a sale

• To learn how to handle complaints and up-sell

• Familiarise the learner with a range of communication skills, including listening skills, product demonstrations and customer support techniques.

Activity 1.

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Why study Retail Selling?• The Retail sector is Ireland’s largest employer, with over

250,000 people employed.

• 14.5% of Ireland’s total workforce. • 44,000 active wholesale and retail enterprises in Ireland

• 86% of retailers of have less than ten employees and 86% are Irish owned.‐

(Source IBEC http://www.ibec.ie/IBEC/BA.nsf/vPages/Business_Sectors~retail-ireland)

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Retail Selling - Assessment

Type Weighting Deadline

Assessment 40% Assignment 1. – Retailers responsibilities to employees and consumers

Assignment 2- The Retail sales process

Skills Demonstration 60% 1. Demonstrate how to sell a product2. Demonstrate cross selling and up-selling

3. Demonstrate how to handle customer complaint

4. Secure Cash Handling

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What you will learn during this lesson?

• SLO7 Analyse the key characteristics of a range of retail environments to include self-service, online selling and personal service.

• SLO2 Interpret Trends in Retail Selling

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Lesson 1 Retail What are Retail Channels?Retail channels are shops through which retailers sell their goods, products or services.

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Retail

Over to you…

Think of all the different types of retail channels that you have used in the last month. • List them on your worksheet. • Discuss with your partner.• Group them under Personal Service, Self-service,

Online• What are the features of Personal service, self-

service and online shopping?

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Personal Service

The Issues• the opportunity for the retailer to differentiate

themselves from the competition versus the cost of providing it.

• The need for retailers to train their staff in the delivery of effective personal service.

Retail Sales

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Self-Service, including SST (Self-Service Technologies)

Definition‘technological interfaces that enable customers to produce a service independent of direct service employee involvement’.

Can be described in terms of

• Interface - (telephone/interactive voice response; online/internet; interactive kiosks; video/CD)

• Purpose – customer service, banking, transactions, self-help

Source-http://arrow.dit.ie/cgi/viewcontent.cgi?article=1000&context=tfschmtcon

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Self-Service, including SST (Self-Service Technologies)

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• Can you think of any examples of SST?

• Online banking, distance education, airline reservations, tax software, retail self-scanning,

• Online auctions, pay at the pump, ATMs, online brokerage, interactive phone, Internet search and online car buying

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Self-Service, including SST (Self-Service Technologies)

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What are the advantages?• Ease of use• Avoid service personnel • Save time• Save money • Time and place convenience

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Self-Service, including SST (Self-Service Technologies)

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What are the disadvantages?• No personal interaction• Technology failures• Poor design• Customer driven failure

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Features of Online Shopping

Group Discussion:What are the key features of online shopping?Advantages?Disadvantages?

ActivityCheck out some good examples… Amazon.co.uk, Kennys.ie, www.Rainbusters.ie, www.zappos.com

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Retail

Over to you…Now group your retail channels under the following headings• Cash and carry• Convenience stores• Discount Stores• Department Stores• Online Stores• Shopping Centres• Speciality Shops

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Features of Different Retail ShopsWhat are the features of local convenience stores?

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Features of Different Retail Shops

What are the features of local convenience stores?

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• Usually located near residential areas• No large free car-parks available• Sell mainly groceries and a couple of

household items• Prices are higher • Customers come from relatively small

area• Have late opening hours • Limited number of staff• Less specialized sections / departments• Relatively small in size

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Features of Different Retail Shops

What are the features of Supermarkets?

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Features of Different Retail Shops

What are the features of Supermarkets?

Retail Sales

• Large Range of Goods• Competitive prices / discounted

items• Self-service grocery checkouts• Open 7days a week, some

24hours• Large catchment area• Usually located on the edge of

towns • Large free or paid car-park • Large size

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Features of Different Retail Shops

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What are the features of Speciality Shops ?

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Trend in retail

Giant Tesco gets go-ahead on outskirts of Wicklow town and Bantry, Co. Cork. Debate the pros and cons? http://www.independent.ie/regionals/wicklowpeople/news/giant-tesco-store-gets-green-light-29035853.html• http://westcorktimes.com/home/?p=14856

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Trends in RetailEfforts to regenerate Town center and bring trade back to the main street• ShopLocal - Wicklow wins best Christmas town• https://www.youtube.com/watch?v=vVFprRo

Gv6M• Response to deserted shops on the main

street• Local Zone

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Trends in Retail

• Some-great-insights-into-how-technology-is-transforming-the-high-street

• big-data-retail-is-detail

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Trends in Retail• Continued growth of e-tailing

• Increasing trade over auction sites

• Growth of fair traded products

• Pop-up Retailing – mobile shopping

• Self service web kiosks• Personal shoppers

• Government policies e.g VAT and Commercial Rates - (VAT increased in Jan 2012 to 23%)

• Discount stores i.e. Stan & Tony’s versus luxury stores i.e. Avoca profitability,( many items at a small margin versus few items at a large item)

• Online selling, digital marketing , social media

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