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Retail Operations – A Snapshot
by Mr. Y C Narendrababu, Empanelled Consultant, See Change Consulting
What is Retailing?
All the activities directly related to the sale of goods and services to ultimate
consumer for personal, non-business use.
Why is Retailing important?
• Retailing employs largest manpower
• Retail contribute almost a third of US –GDP
• Industry is dominated by giants like WALMART
What are the classifications of Retail Operations?
• Ownership
• Product Assortment
• Price
What are the classifications of Ownership Retail?
• Independent Retailers
• Retail Chain Stores
• Franchises
What are the major types of Retail Operations?
• Department stores
• Speciality stores
• Supermarkets
• Drug stores
• Convenience stores
• Discount stores
• Restaurants
What are categories of Discount Stores?
• Full line Discounters
• Discount Speciality Stores
• Ware House clubs

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What is Mass Merchandising?
Retail strategy using moderate to low prices on large quantities of merchandise and
lower service to stimulate high turnover of the products.
What is the difference between Hypermarket and Supermarket?
• Hypermarket is a large retail store combining, a supermarket and a full line
discount store.
• Supermarket is Retail store combining, groceries and general merchandise
goods with a wide range of services.
What is non-store retailing?
• Automatic Vending
• Direct Retailing
• Electronic Retailing (Online)
What are the basic forms of Franchising?
• Product and Trade name Franchising
• Business Format Franchising
What is Retail Marketing Strategy?
• Define and select a target market
• Develop the “6Ps”
How do you define the target market?
• Demographics
• Geographics
• Psycographics
What are the “6Ps”?
• Product
• Price
• Promotions
• Place
• Personnel
• Presentation
What do you mean by Product offering?
The mix of products offered to the consumers, by the retailer, also called product
assortment or merchandise mix.

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What could be Retail promotion strategy?
• Advertising
• Public Relations
• Publicity
• Sales Promtions
What are the factors to consider in Site location?
• Economic growth potential
• Area competition
• Geography
What could be Location Decisions?
• Stand alone outlet
• Shopping centre tenant
• Mall tenant
How does a consumer view the pricing?
• Low price – Good value
• High price – Quality image.
What are the factors in creating a store atmosphere?
• Merchandise type and Density
• Fixture type and Density
• Visual Merchandising
• Sound
• Odors
• Visual factors
• Employee type and density
What are the two common selling techniques in Retail operations?
• Trading up
• Suggestive selling
What are the reasons of Global expansions?
• Spread of Communication and Mass media
• Lowering of Trade barriers and tariffs
• Growth potential in under served markets

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What are the factors used to analyze Global Retail markets?
• Market size and economics
• Infrastructure and Distribution
• Competition
• Operations
• Financial & Tax reporting
• Merchandise Acceptability
• Partnering capability
What are the pre-requisites for Global Retailing?
• Secure domestic position
• Long term perspective
• Consistent Global and Corporate strategies
What are the trends in Retailing now?
• Entertainment
• Convenience and efficiency
• Customer Management
What are general customer management strategies in Retail industry?
• Customer relationship marketing
• Loyalty programs
• Clienteling