JOB ROLE – CASHIER

Sector – Retail (Qualification Pack Code: RAS/Q 0102)

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PSS Central Institute of Vocational Education

Shyamla Hills, Bhopal – 462 013 , Madhya Pradesh, India

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www.psscive.ac.in

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UNIT 1: INTRODUCTION TO RETAILING

Session 3: Store and Non-store Retailing

Content

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Title Slide No.

Session Objectives 4

Introduction 5

Store Retailing 6

Classification of Store Retailing 7-17

Non-store Retailing 18

Classification of Non-store Retailing 19-21

Difference between Store Retailing and Non-store Retailing 22

Summary 23

Session Objectives

The student will be able to:

Ø Describe the meaning of store and non-store retailing.

Ø Classify the different types of store and non-store retailing.

Ø Differentiate between store and non-store retailing.

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Introduction

In India, a variety of retail stores exist to deliver

different products to the end consumers. Retailing can

be classified as store and non-store retailing. Store

retailing deals with customers face to face on the other

hand non-storing retailing deals with the customer

through internet. 5

Store Retailing

When the goods and

services are sold from a

physical place or store, it

is called store retailing.

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Classification of Store Retailing

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Based on merchandise offered

On the basis of ownership

Independent retailer

Chain retailer

Franchising

Consumer cooperatives

Convenience stores

Supermarkets

Hypermarkets

Specialty stores

Departmental stores

Catalogue showrooms

Classification on the basis of Ownership

Independent Retailer

A person who owns and operates

with family members or

assistants. He/she has direct

contact with the customers.

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Classification on the basis of Ownership

Chain Retailer

Chain retailer operates a significant

number of outlets and they offer

the same type of products, store

environment, and sales

promotions.

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Classification on the basis of Ownership

Franchisee Retailer

The franchisee retailer (franchisee)

signs a legal contract with a

company (franchiser) which allows

the franchisee to conduct business

under an established name.

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Classification on the basis of Ownership

Consumers Cooperative

Stores

A consumers cooperative

stores is a retail store

owned and operated by

consumers themselves. 11

Classification on the basis of Merchandise

Convenience Store

These are small-sized stores

that stocks a range of

everyday items and they are

generally located in

residential areas. 12

Classification on the basis of Merchandise

Supermarkets

Supermarkets are self service

shops offering wide variety of

consumer products such as food

items, beverages, household items

and grocery with a low marginal

gain. 13

Classification on the basis of Merchandise

Hypermarket

A hypermarket is a combination

of a supermarket and a general

merchandise store.

14

Classification on the basis of Merchandise

Specialty Store

A store specialising in one

type of products or single line

of goods is termed as a

specialty store.

15

Classification on the basis of Merchandise

Departmental Stores

Departmental stores are those

stores offering a variety of

goods under a single roof,

located in central places or a

busy locality.

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Classification on the basis of Merchandise

Catalogue Retailer

Catalogue retailers are the ones who mail catalogues

and maintain samples of the products for display. They

usually specialise in hard goods, such as houseware,

consumer electronics, etc.

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Non-store Retailing

When the goods and services are sold without a

physical place or store, it is called non-store

retailing. Non-store retailing adopts a direct

relationship with the consumer.

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Classification of Non-store Retailing

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Direct Response Marketing

Mail order retailing

Television shopping

E-shopping

Telemarketing

Direct Response Marketing

Classification of Non-store Retailing

Non-store retailing is direct personal contact and direct response marketing.

Direct Personal Contact: Direct selling is making a face-toface (direct) contact with the end consumer. For example, cosmetics, jewellery, home appliances, educational materials, etc.

Direct Response Marketing: The customer becomes aware of the products/ services offered through non-personal media such as mail, catalogues, phones; television or the Internet is called direct response marketing. 20

Types of Direct Response Marketing

S.N Type Description

1 Mail order retailing

Mail order retailing is the selling of goods and services by mail delivery. The goods are shipped directly to the customer’s address.

2 Television shopping

The ordering of goods by customers using a telephone or direct computer link. In Tele-Shopping, the product is promoted through television with its features, price, and guarantee or warranty.

3 E-shopping The act of purchasing products and services on Internet from the comfort of customer’s at homes or offices. The payment can be done through debit card, credit card, internet banking or cash on delivery.

4 Telemarketing Telemarketing is the communication with customers through telephone, to promote products or services. The company executive contacts customers at their convenience. Mostly companies give their toll free numbers for customers to contact them.

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Difference between Store and Non-store Retail

Store Retail Non-store Retail

It adopts an indirect relationship with the consumer.

It adopts a direct relationship with the consumer.

Customer visits the showroom and makes his/her choice of the products.

The customer becomes aware through a non personal medium, like mail, catalogues, phones, television or Internet.

The retailer arranges the products. Based on customer address retailer send the products to their home.

Multiple channels are involved. Direct to customer.

Offers shown visually in stores or marketplace.

Offers shown through Internet/online.

Retailers responsible for exchange of the products.

E-retailer responsible for exchange of the products. 22

Summary

In this session, you have learnt about the meaning of

store and non-store retailing, classification of store and

non-store retailing and difference between store and

non-store retailing.

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Project Coordinator : Dr. P. Veeraiah

AssistanceDr. Geeta Tomar

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Joint Director

PSS Central Institute of Vocational Education

Shyamla Hills, Bhopal – 462013 , Madhya Pradesh, India

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E-mail: jdpsscive@gmail.com

Tel. +91 755 2660691, 2704100, 2660391, 2660564

Fax +91 755 2660481

Website: www.psscive.ac.in