Organized Retailing

NVEQF Level 2 - Class X RS203RS203-NQ2012 STORE OPERATIONS Student Workbook Students

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PSS Central Institute of Vocational Education, (NCERT), Bhopal

 PSS Central Institute of Vocational Education, 2012 Copyright protects this publication. Except for purposes permitted by the Copyright Act, reproduction, adaptation, electronic storage and communication to the public are prohibited without prior written permission.

Preface
The National Curriculum Framework, !!", recommends that children#s life at school must be linked to their life outside the school. This principle makes a departure from the legacy of bookish learning which continues to shape our system and causes a gap between the school, home, community and the workplace. The student workbook on $Store Operations% is a part of the &ualification package de'eloped for the implementation of National (ocational Education )ualification Framework *N(E)F+, an initiati'e of ,inistry of -uman .esource /e'elopment *,-./+, 0o'ernment of 1ndia to set common principles and guidelines for a nationally recogni2ed &ualification system co'ering 3chools, (ocational Education and Training 1nstitutions, Technical Education 1nstitutions, Colleges and 4ni'ersities. 1t is en'isaged that the N(E)F will promote transparency of &ualifications, cross5sectoral learning, student5centred learning and facilitate learner#s mobility between different &ualifications, thus encouraging lifelong learning. This student workbook, which forms a part of 'ocational &ualification package for student6s who ha'e passed Class 17 or e&ui'alent examination, was created by a group of experts. The .etailer6s Association of 3kill Council of 1ndia *.A3C1+, appro'ed by the National 3kill /e'elopment Corporation *N3/C+ organi2ed .etailing 1ndustry de'eloped the National 8ccupation 3tandards *N83+. The National 8ccupation 3tandards are a set of competency standards and guidelines endorsed by the representati'es of organi2ed retailing 1ndustry for recogni2ing an assessing skills and knowledge needs to perform effecti'ely in the workplace. The 9andit 3underlal 3harma Central 1nstitute of (ocational Education *933C1(E+, a constituent of National Council of Educational .esearch and Training *NCE.T+ in association with 3:3/C has de'eloped modular curricula and learning materials *4nits+ for the 'ocational &ualification package in organi2ed retailing sector for N(E) le'els ; to <= le'el is e&ui'alent to Class 7. >ased on N83, occupation related core competencies *knowledge, skills and abilities+ were identified for de'elopment of curricula and learning modules *4nits+. This student workbook attempts to discourage rote learning and to necessary flexibility in offering of courses, necessary for breaking sharp boundaries between different sub?ect areas. This workbook attempt to enhance the endea'our by gi'ing higher priority and space to opportunities contemplation and wondering, discussion in small groups and acti'ities re&uiring hands on experience. -ope these measures will take us significantly further in the direction of a child centred system of education outlined in the National 9olicy of Education *;@AB+. The success of this effort depends on the steps that school 9rincipals and Teachers will take to encourage children to reflect their own learning and to pursue imaginati'e and on the ?ob acti'ities and &uestions. 9articipation of learner in skill de'elopment exercises and inculcation of 'alues and creati'ity is possible if in'ol'e children as participant in learning, and not as recei'er of information. These aims imply considerable change in school routines and mode of functioning. Flexibility in the daily time table would be a necessity to maintain the rigour in implementing the acti'ities and re&uired number of teaching days will ha'e to be increased for teaching and training.

Acknowledge ents
!ist of Contri"utors Ad#isors ;. . E. 9rof. ..>. 3hi'agunde, Coint /irector, 933 Central 1nstitute of (ocational Education, >hopal. 9rof. ..:. 3hukla, -ead, /epartment of >usiness D Commerce, 933 Central 1nstitute of (ocational Education, >hopal. /r. (.3. ,ehrotra, Associate 9rofessor D 1n5charge Curriculum /e'elopment and E'aluation Center, 933 Central 1nstitute of (ocational Education, >hopal.

$aterial Production %roup A. Forking 0roup ,eeting for /e'elopment of 1nstructional ,aterial in the area of .etail ,arketing ,anagement for N(E)F Ge'el H ; held from Ath ,ay to ;"th Cune, !; at Central 1nstitute of Educational Technology, NCE.T Campus, New /elhi. ;. /r. :. 3ambashi'a .ao, 9rofessor, /epartment of Commerce D ,anagement 3tudies, Andhra 4ni'ersity, (ishakhapatnam H "E! !!E *A.9.+. . /r. .. 3aibaba, 9rofessor in Commerce and >usiness ,anagement, Gal >ahadur 9.0. College, Farangal H "!B !!I*A.9.+. E. /r. T. 3rini'asa .ao, 9rofessor, ,>A 3ection, 3chool of /istance Gearning and Continuing Education, :akatiya 4ni'ersity, (idyaranyapuri, Farangal H "!B !!@ *A.9.+. <. 9rof. 3. N. >orhade, /epartment of Commerce and ,anagement, >harathi (idyapeeth /eemed 4ni'ersity, Jashwantrao ,ohite College, 9une H <;; !EA. ". ,r. 3unil 3. /esai, (ocational Teacher, Cagruti Cr. College, 0adhingia?, /istK :olhapur *,aharashtra+. B. ,r..a?ee' :hare, Course Coordinator *8rgani2ed .etail+, >harathi Airtel 8ffice, ,al'ya Nagar, >hopal H <B !!; *,.9.+. I. /r. /albir 3ingh, , Assistant 9rofessor, -aryana 3chool of >usiness, 0uru Cambeshwar 4ni'ersity of 3cience and Technology, -isar H ; " !!; *-aryana+. A. /r. 3hipra (aidya, Associate 9rofessor, /epartment of 3econdary Education, C1ET, NCE.T, 3ri Aurobindo ,arg, New /elhi H ;;! !;B. @. /r. >iswa?ith 3haw, C>3E, New /elhi. ;!. ,rs. /eepa 3ingh, Consultant, N3/C, New /elhi. ;;. /r. (. 3 ,ehrotra, Associate 9rofessor and &esource Person, /epartment of Agriculture D Animal -usbandry, 933C1(E, >hopal. ; . /r. 9. (eeraiah, Assistant 9rofessor and Progra e Coordinator, /epartment of >usiness and Commerce, 933C1(E, >hopal ;E. /r. Amarender 9. >ehera, Associate 9rofessor and 'onorar( )irector, C1ET, NCE.T, 3ri Aurobindo ,arg, New /elhi H ;;! !;B

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>. Forking 0roup ,eeting *F0,+ for /e'elopment of 1nstructional ,aterial in the area of .etail ,arketing ,anagement for N(E)F Ge'elH; *9haseH11+ was held at /epartment of Commerce, 3N/T, Fomen6s 4ni'ersity, ,umbai from @ to ;E Culy, !; . ;. /r. /albir 3ingh Assistant 9rofessor, -aryana 3chool of >usiness, 0C4, -isar *-aryana+. . 9rof. T. 3rini'asa .ao, 9rofessor of Commerce D >usiness ,anagement, 3/GCE, :akatiya 4ni'ersity, Farangal H "!B !!@ *A.9.+. E. ,r. 3unil 3. /esai, Gecturer *(ocational+, Cagruti Cr. College, 0odhingla?, /istt. :olhapur *,aharashtra+. <. ,r. Ashok ,. 3., Gecturer Trainer, 8pen ,inds 1nstitute, >engaluru *:arnataka+. ". /r. /inakar, 0., 9rof. D -ead, .a?ara?eshwari College of Engineering, :umbalagodu, ,ysore .oad, >angaluru H "B! !I<. B. ,rs. Jada', :.9., Gecturer *(ocational+, Camp Education 3ociety Cunior College Camp, 9une H <;; !!; *,aharashtra+ I. 9rof. :.3. .ao 9rofessor D -ead, /epartment of Commerce and ,anagement 3tudies, Andhra 4ni'ersity, (isakhapatnam, *A.9.+. A. ,r. 9radip /. 9owar, Gecturer *(ocational+, Canata (idyalaya D Cunior College, 3atpur, Nasik *,aharashtra+. @. /r. 3. N. >orhade, Associate 9rofessor, /epartment of Commerce, >harati (idyapeeth 4ni'ersity, Jashwanthrao ,ohite College, 9une H <;; !EA. ;!. ,rs. :.3. Fulmali, Associate 9rofessor, ,.G. /hanukar College, (ile 9arle, ,umbai H <!! ! @. ;;. ,r. ,.3. /hanawade, Associate 9rofessor, 3inghad 1nstitute of ,anagement, 9une *,aharashtra+. ; . /r. :innary (. Thakkar, Associate 9rofessor, /epartment of Commerce, 4ni'ersity of ,umbai, ,umbai. ;E. ,r. 3ugam Chaubal, Consultant with .etail 8rgani2ations, ,umbai. ;<. ,r. .a'indra ,. Chiplunkar, 9rincipal, Consultant with .etail 8rgani2ations, ,umbai. ;". /r. 0.J. 3hitole, -onorary /irector, 9rofessor D -ead, /epartment of Commerce, 3N/T Fomen6s 4ni'ersity, New ,arine Gine, ,umbai. ;B. /r. 9. (eeraiah Assistant 9rofessor D 9rogramme Coordinator, 933 Central 1nstitute of (ocational Education, NCE.T, >hopal H <B !;E. ;I. ,r. Ashok :umar, Assistant Gibrarian, 933 Central 1nstitute of (ocational Education, NCE.T, >hopal H <B !;E. ;A. ,r. /urgesh :. 3atankar, Computer 8perator 0r. 11, 933 Central 1nstitute of (ocational Education, NCE.T, >hopal H <B !;E. Editing and Coordination ;. /r. 9. (eeraiah, Assistant 9rofessor D 9rogramme Coordinator, /epartment of >usiness and Commerce, 933C1(E, NCE.T, >hopal H <B !;E. . /r. (.3. ,ehrotra, 1n5charge, Curriculum /e'elopment and E'aluation Centre *C/EC+, 933C1(E, >hopal H <B !;E. E. /r. Nidhi 0upta, Assistant 9rofessor *Contractual+, /epartment of >usiness and Commerce, 933C1(E, NCE.T, >hopal H <B !;E.

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A"out t*e +ork"ook

This workbook is to assist you with completing the 4nit of Competency &S20,./20120 Store Operations1 Jou should work through the workbook in the classroom, at the workplace or in your own time under the guidance and super'ision of your teacher or trainer. This workbook contains sessions which will help you to ac&uire rele'ant knowledge and skills *soft and hard+ on 'arious aspects of the unit of competency. Each session is small enough to be easily tackled and digested by you before you mo'e on to the next session. Animated pictures and photographs ha'e been included to bring about 'isual appeal and to make the text li'ely and interacti'e for you. Jou can also try to create your own illustrations using your imagination or taking the help of your teacher. Get us now see what the sections in the sessions ha'e for you. Section10 Introduction This section introduces you to the topic of the 4nit. 1t also tells you what you will learn through the 'arious sessions co'ered in the 4nit. Section 20 &ele#ant 2nowledge This section pro'ides you with the rele'ant information on the topic*s+ co'ered in the session. The knowledge de'eloped through this section will enable you to perform certain acti'ities. Jou should read through the information to de'elop an understanding on the 'arious aspects of the topic before you complete the exercise*s+. Section ,0 E3ercise Each session has exercises, which you should complete on time. Jou will perform the acti'ities in the classroom, at home or at the workplace. The acti'ities included in this section will help you to de'elop necessary knowledge, skills and attitude that you need for becoming competent in performing the tasks at workplace. The acti'ities should be done under the super'ision of your teacher or trainer who will guide you in completing the tasks and also pro'ide feedback to you for impro'ing your performance. To achie'e this, prepare a timetable in consultation with your teacher or trainer and strictly adhere to the stipulated norms or standards. /o not hesitate to ask your teacher or trainer to explain anything that you do not understand. Section 40 Assess ent The re'iew &uestions included in this section will help you to check your progress. Jou must be able to answer all the &uestions before you proceed to the next session.

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Introduction
1n our daily life, we come across retail shops in the nearby residential areas or shopping malls. .etailing affects e'ery facet of our life. -a'e you e'er thought how many daily contacts we ha'e with retailers when we eat meals furnish our home, ha'e our car fixed, and buy clothing for a partyL A retail store is a business that sells products andMor ser'ices to consumers for their personal or family use. 1f you look around, you will find different forms of retail stores such as departmental stores, discount stores, 'ariety stores, speciality stores, con'enience stores,
Retailers

A retail store is also classified by the type of products they sell, for example food products, durable goods *appliances, electronics, furniture, sporting goods, etc.+ and soft goods or consumables *clothing, apparel, and fabrics+. 8ften people think of retailing which are sold and bought in stores, but retailing also in'ol'es the sale of ser'icesK staying in a hotel while on 'acations, a haircut saloon or a beauty parlour, a /(/ rental, or a home5deli'ered pi22a. Not all retailing is done in stores. Examples of non5store retailing include online selling or the direct sales of cosmetics by Amway. 3tore operations is operating and o'erseeing all the functions of the store from setting up shop, deciding what type of products you want to sell, deciding on what type of customers you are trying to attract into your store, then ordering the products, hiring personnel, pricing the products, deciding on a location, taking an in'entory, ad'ertising the products, etc. Fhat e'er form, the retail store enters into for buying and selling, e'ery retailer rolls out a standard operation procedure *389+ which includes all functions of operating relating to customer ser'ice, health safety and protection, maintenance and distribution. 1n this 4nit, the student will be learn about the basic principles of a store operations which includes the store layout, store design, store procedures and store maintenance.

provide the goods and services you and I needfrom food, auto parts, apparel, home furnishings, appliances, and electronics to advice, home improvement, and skilled labor. Lets take a look behind the scenes at the many facets of this exciting business.

Contents
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SESSIO. 40 S6O&E $AI.6E.A.CE

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Session 10 Store !a(out

&ele#ant 2nowledge
3tore layout and design plays an important role in defining the store image. The store layout and design tell a customer what the store is all about. 1t is 'ery strong tool to create store image in the minds of the consumers. 1t is defined as a physical location of 'arious units of the stores that facilitate shoppers. 1t is a plan to make effecti'e use of space. 1t takes into account the customer flow pattern, display of merchandise, permanent structures like aisles and fixtures. %ood !a(out for a &etail Store The success of a retail store is influenced by its layout design and the ambience *atmosphere+ created by the retailers. Jou ne'er get a second chance to make a first impression. This age old saying is especially true in relation to design and atmosphere of a retail store. The first impression gi'en to the potential customer determines whether the retail store has gained or lost a buyer. The basic functional principle of a retail store is to show the products and sell the product. >oth these acti'ities re&uire a space to accommodate products, ser'ices and people. Space The space needed for a retail store differs with the nature of the retail store. 1t could be a fixed location in a building, a more flexible location like a market tent often seen in fairs, or a mobile space like an ice cream cart or a street 'endor. Considerations for t*e Store !a(out A good store layout ser'es many purposesK Store At osp*ere0 The physical characteristics and surrounding influence of a retail store creates an image in order to attract customers. The store must offer a positi'e ambience to the customers for them to en?oy their shopping and lea'e with a smile. The store should not gi'e a cluttered look. The products should be properly arranged on the shel'es according to their si2es and patterns. ,ake sure products do not fall off the shel'es. There should be no foul smell in the store. The floor, ceiling, carpet, walls and e'en the manne&uins should not ha'e unwanted spots.
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Ne'er dump unnecessary packing boxes, hangers or clothes in the dressing room. :eep it clean. ,ake sure the customers are well attended. /on#t allow customers to carry eatables inside the store. En*ance SalesK The store layout should enable the customers to mo'e around the store con'eniently. This is done by preparing a circulation plan. Circulation is an in'isible force which re'ol'es around the customers so that they co'er the entire range of merchandise under display leading to maximi2e the purchase. Normally the destination category is kept in the last so that the customer is forced to walk up the entire store. 1n this way, the retail store owner temp the customer to make impulsi'e buying. Jou must ha'e noticed in a grocery shop that the popular items such as milk, curd are kept at the end. FhyL >ecause they are necessary items and customers will certainly lay hands on them howe'er far they are placed. 1f they are laid at the entry of the store, the customer will always remain foreign to the rest of the store. 4ltimately, the aim is to make sales and earn profit. $a3i i;e &eturns per S<uare 5oot0 A well planned layout enhances the utili2ation of customer#s time and best of the shopping experience. A good layout pro'ides a balance between a'ailable space for display and the return on producti'ity. 1n this way, it becomes important to decide the alternati'e design types, allocating space for bulk stock selling and effecti'e use of walls and windows. These pro'ide opportunity to customers to mo'e around and experience the products in a much better way. $atc* t*e erc*andise wit* t*e for at0 retail stores are designed to target the specific kind#s customers. -a'e you 'isited the music stores like 9lanet ,, ,usic Forld etcL Fhat kind of ambience do you findL 8n the other hand, compare it with the designer bouti&ue, ?eweler shop or a home fashion store. /o you see any difference the ways store layout is treatedL A music store focuses on youth so the fixtures are hea'y filled by flashing lights and li'ely music. Fhereas, the later categori2ed stores ha'e lighter and organised serene ambience to capture the mood of customers. Therefore, different types of target groups by age, education, gender affect the store design, ambience and layout. Assistance for differentl( "aled wo en, c*ildren and safet( of custo ers The layout for the store should pro'ide con'enience for 'ariety of shopper#s 'isiting it. Now, if you 'isit the retail stores, :ine 0lobus, shoppers stop, pantaloons etc., we will obser'e the stores arrange for handicap access along with the rooms for mothers with babies and rest rooms for old people. Care is taken that the furniture ha'e no sharp edges and the flooring is not

slippery. The main aisles are wide to a'oid cramping during peak shopping seasons. -ence, the importance of layout can be summari2ed in the following mannerK ;. 1t guides the flow of customers to all parts of the store showcasing the best of merchandise offered on sale. . 1t pro'ide for impulsi'e buying. E. 1t permits the store to maximi2e the use of space in relation to non selling space in the store. <. 1t aids the customer in selecting and comparing merchandise ". 1t leads to maximi2e sales. Steps for designing store la(out 9lanning a store layout in'ol'es the following stepsK ;. /etermining the a'ailability of space. . /etermining Nspace needs# for selling and non selling area. E. Fitting Nspace needs# for good customer flow and maximum sales per s&uare foot. <. 9ro'ision for self ser'ice ". Types of merchandise presentation techni&ues. 5or s of !a(out in &etail Store The retailer must plan out each and e'erything well, the location of the shel'es or racks to display the merchandise, the position of the manne&uins or the cash counter and so on. 11 Straig*t 5loor Plan The straight floor plan makes optimum use of the walls, and utili2es the space in the most ?udicious manner. The straight floor plan creates spaces within the retail store for the customers to mo'e and shop freely. 1t is one of the commonly implemented store designs. This type of design you find in .eebok and Nike.

Advantages ;. ,oti'ates shoppers to spend time and explore the merchandise. . ,aximi2es sale through impulsi'e buying.
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E. Appropriate for stores where selling approach is consultati'e and personal. Disadvantages ;. 1nefficient use of space resources. . As 'ision is blocked, the chances of shop lifting are higher. 21 )iagonal 5loor Plan According to the diagonal floor plan, the shel'es or racks are kept diagonal to each other for the owner or the store manager to ha'e a watch on the customers. /iagonal floor plan works well in stores where customers ha'e the liberty to walk in and pick up merchandise on their own. The ma?or customer aisles begins at the entrance, loops through the store and returns the customer to the front of the store generally used in departmental stores. Examples are .itu wears, 3hopper#s stop.

Advantages ;. Goops facilitate impulsi'e buying. The latest or fashion merchandise is prominently displayed on the main aisles. . 8'erhead directional signs and departmental graphics pro'ide 'isual cues to the location of other departments helping shoppers while they shop. Disadvantage ;. This layout is costlier to design, construct and maintain. ,1 Angular 5loor Plan The fixtures and walls are gi'en a cur'ed look to add to the style of the store. Angular floor plan gi'es a more sophisticated look to the store. 3uch layouts are often seen in high end stores. Jou generally find it in grocery stores, drug stores. An example of such type of layout is .eliance Fresh.

Advantages
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,ethodological, efficient and con'enient. (isibility of merchandise is better. 4seful in self ser'ice. Effecti'e use of space and cost efficient. Easy maintenance of selling area.

Disadvantages ;. Not 'ery aesthetic, looks clumsy and the 'ery principle of impulsi'e selling is not ser'ed. 41 $i3ed !a(out This type of layout blends the ad'antages of straight floor and diagonal store layout thereby eliminating the disad'antages of both. 1n spine layout, the main aisle runs through front to the back of the store transporting the customers in both directions. 8n the either side of this spine, the merchandise departments use either the straight floor or diagonal layout which branches out towards the back aisle walls. Jou find this type of store layout in 4nited Colors of >enetton.

E3ercise0 Assign ent

;. (isit a retail store, interact with the store ownerMstore personnel and customers and ask the following &uestions and write their reply in not more than "! wordsK /uestions for Store Owner=Store Personnel *i+ -ow the types of fixtures, merchandise presentation methods and techni&ues are planned and help in sales floor. OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO -ow has store design led to the store#s success. OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO -ow has aesthetic ambience and 'isual communications increased the store producti'ity. OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
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/uestions for t*e Custo ers Testing the Store Image from Customers *i'+ 1s the shopper able to determineK a. 3tore#s Name b. Gine of Trade c. 9rice 9osition d. Ambience and store en'ironment /o you 'isit the store again for shopping centre OOOOOOO yMn 1f yes, the most preferred point for return OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO 1f no, state why. OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO

*'+

Assess ent
A1 5ill in t*e "lanks ;. A retail store space is di'ided into OOOOOOOOOO and OOOOOOOOOOOO. . Three important forms of store layout areOOOOOOOOOOOOOOOO, OOOOOOOOOOOOO and OOOOOOOOOOOOOOOOOO. E. The primary ob?ecti'e of a retail store is to OOOOOOOOOOOOOOOOO. <. ". OOOOOOOOOOOOOOOOO is the key to success in a retail business. OOOOOOOOOOOO and OOOOOOOOOO leads to the long term relation of customer with the retail store.

71 $ultiple C*oice /uestions Tick the correct answer

;. The *a+ *b+ *c+ *d+

purpose effecti'e store layout is To earn profit >etter shopping experience to customers Attract the target potential customers All of the abo'e

. 1deally, a store design should includeK *a+ Ade&uate non selling space for the assorting the stocks *b+ >ig room for the stores manage *c+ ,aximum returns per s&uare foot and flexibility in store design *d+ None of the abo'e E. The *a+ *b+ *c+ *d+ blend of straight floor and diagonal floor layout is called Free flow layout 0rid layout .ack Gayout 3pine layout

<. Nutritional imbalance and digesti'e disorder results in increased occurrence of *a+ 8besity *b+ >ody strength *c+ 9erformance *d+ All of the abo'e ". The *a+ *b+ *c+ *d+ 138 specified 3ymbol for the First Aid :it is .ed Cross on a green background. Fhite Cross on a green background. .ed Cross on a white background. 0reen Cross on a white background.

C*ecklist for Assess ent Acti#it(

4se the following checklist to see if you#'e met all the re&uirements for Assessment Acti'ity. Part A Fhat do you mean by the store layoutL 3tate the considerations for store layoutL Explain the forms of retail store layoutL

Part 7 /iscussed in class the followingK 1mportance of store layout and design in a retail store 3teps for designing retail store layout. /ifferentiate between the store design and store layout. /ifferent forms of retail store layouts. 9lanning a retail store layout Part C Perfor ance Standards The performance standard may include, but not limited toK Perfor ance standards Able to identify the suitability of retail store layout as per the nature of business. Able to demonstrate the steps for designing retail store layout.

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Session 20 Store )esign

&ele#ant 2nowledge
/esigning a store layout includes deciding the best methods of presenting goods to the customer. 0oods are presented either on shel'ing units, hanging from something, on pegboard, stacked or placed on dump tables. The methods determined are designed to optimi2e sales 'olumes. O">ecti#es for a Store )esign *;+ * + *E+ *<+ *"+ 1mplement the retailer6s strategy, 1nfluence customer buying beha'ior, 9ro'ide flexibility, Control design and maintenance costs, and ,eet legal re&uirements.

Typically, a store design cannot achie'e all of these ob?ecti'es, so managers make trade5offs among ob?ecti'es, such as pro'iding con'enience 'ersus encouraging exploration. Ele ents of Store )esign The basic elements in a design that guide customers through the store are the layout, signage, and feature areas. A good store layout helps customers to find and purchase merchandise. 3e'eral types of layouts commonly used by retailers are the grid, race track, and free5form. The grid design is best for stores in which customers are expected to explore the entire store, such as grocery stores and drugstores. .acetrack designs are more common in large upscale stores like department stores. Free5form designs are usually found in small specialty stores and within large stores6 departments. 3ignage and graphics help customers locate specific products and departments, pro'ide product information, and suggest items or special purchases. 1n addition, graphics, such as photo panels, can enhance the store en'ironment and the store6s image. /igital signage has se'eral ad'antages o'er traditional printed signage, but the initial fixed costs ha'e made the adoption of this technology slow. Feature areas are areas within a store designed to get the customer6s attention. They include freestanding displays, end caps, promotional aisles or areas, windows, cash wraps or point5of5sale areas, and walls. 3pace management in'ol'es two decisionsK *;+ the allocation of store space to merchandise categories and brands and * + the location of departments or merchandise categories in the store. 3ome factors that retailers consider when
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deciding how much floor or shelf space to allocate to merchandise categories and brands are *;+ the producti'ity of the allocated space, * + the merchandise6s in'entory turno'er, *E+ impact on store sales, and *<+ the display needs for the merchandise. Fhen e'aluating the producti'ity of retail space, retailers generally use sales per s&uare foot or sales per linear foot. The location of merchandise categories also plays a role in how customers na'igate through the store. >y strategically placing impulse and demandMdestination merchandise throughout the store, retailers can increase the chances that customers will shop the entire store and that their attention will be focused on the merchandise that the retailer is most interested in selling. 1n locating merchandise categories, retailers need to consider typical consumer shopping patterns. .etailers utili2e 'arious forms of atmosphericsPlighting, colors, music, and scentP to influence shopping beha'ior. The use of these atmospherics can create a calming en'ironment for task5oriented shoppers or an exciting en'ironment for recreational shoppers. The goal of any retail location is to draw customers into the store and then persuade them to make a purchase. 0ood ad'ertising and promotion work to bring customers in, but what happens once customers get into a store largely depends on the layout and design of the store. >oth play a huge role in how customers rate their experiences and whether they decide to buy, and if they return or recommend the store to others. 8pening a retail store can reap many rewards. .etail stores must offer a uni&ue en'ironment that set them apart from others. Fell5planned retail store design ideas concerning layout should allow a retailer to maximi2e sales for each foot of the allocated selling space within the store. >y utili2ing a grid wall, for example, a retail store can accommodate almost any product. E'ery inch of e'ery a'ailable space must be efficiently planned for maximum display ad'antage. Nothing is an accident when it comes to retail store design ideas. A retailer should study successful floor plans and retail store design ideas. 8ne of the secrets to successful sales is to create the right atmosphere. 3elling is a seduction of sorts and setting the mood is part of the e&uation. Gighting is 'ery important= it should be bright enough to enable customers to easily see products but not too harsh. 3potlights can call attention to specific items. 1t is 'ery important to select and care for store fixtures, as well as using special lighting techni&ues to accent your products.

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6ips for Store )esign and !a(out The signage displaying the name and logo of the store must be installed at a place where it is 'isible to all, e'en from a distance. /on#t add too much information. The store must offer a positi'e ambience to the customers. The customers must lea'e the store with a smile. ,ake sure the manne&uins are according to the target market and display the latest trends. The clothes should look fitted on the dummies without using unnecessary pins. The position of the dummies must be changed from time to time to a'oid monotony. The trial rooms should ha'e mirrors and must be kept clean. /o not dump unnecessary boxes or hangers in the dressing room. The retailer must choose the right colour for the walls to set the mood of the customers. 9refer light and subtle shades. The fixtures or furniture should not act as an ob?ect of obstacle. /on#t unnecessary add too many types of furniture at your store. The merchandise should be well arranged and organi2ed on the racks assigned for them. The shel'es must carry necessary labels for the customers to easily locate the products they need. ,ake sure the products do not fall off the shel'es. Ne'er play loud music at the store. The store should be ade&uately lit so that the products are easily 'isible to the customers. .eplace burned out lights immediately. The floor tiles, ceilings, carpet and the racks should be kept clean and stain free. There should be no bad odor at the store as it irritates the customers. /o not stock anything at the entrance or exit of the store to block the way of the customers. The customers should be able to mo'e freely in the store.

The retailer must plan his store in a way which minimi2es theft or shop lifting. i. ,erchandise should ne'er be displayed at the entrance or exit of the store. ii. Expensi'e products like watches, ?eweler, precious stones, mobile handsets and so on must be kept in locked cabinets. iii. 1nstall cameras, CCT(s to ha'e a closed look on the customers. i'. 1nstruct the store manager or the sales representati'es to try and assist all the customers who come for shopping. '. Ask the customers to deposit their carry bags at the entrance itself. 'i. /o not allow the customers to carry more than three dresses at one time to the trial room.

11

E3ercise0 Practice Session

*i+ Fhat are the ob?ecti'es of store designL OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO

*ii+ 3tate the elements of store designL OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO *iii+ Explain the tips for store design and layoutL OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO *i'+ Fhat are precautions taking for minimi2es theftM shop liftingL OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO

Assess ent
A1 5ill in t*e "lanks ;. The store should be ade&uately lit so that the products are easily 'isible to the OOOOOOOOOOO. *customers+ . The trial rooms should ha'e the OOOOOOOOOOO and must be kept clean. *mirrors+ 71 6rue or false ;. Free5form designs are usually found in small specialty stores and within large stores6 departments. *T+ . A good store layout does not help customers to find and purchase merchandise. *F+ E. The goal of retail location is to draw customers into the store and then persuade them to make a purchase. *T+ <. ,erchandise should be always displayed at the entrance or exit of the store. *F+ ". 3ignage and graphics help customers to locate specific products and departments, pro'ide product information, and suggest items or special purchases. *T+

12

C*ecklist for Assess ent Acti#it(

4se the following checklist to see if you#'e met all the re&uirements for Assessment Acti'ity. Part A Part 7 Part C Perfor ance Standards The performance standard may include, but not limited toK Perfor ance standards Able to identify the ob?ecti'es of store design. Able to find out the tips for store design and layout. /ifferentiate between the store layout and design. Explain the tips for store design and layout. 3tate the elements of store designL Fhat are the ob?ecti'es of store designL Explain the tips for store design and layoutL Fhat are precautions taking for minimi2es theftM shop liftingL

9es

.o

13

Session ,0 Store Procedures

&ele#ant 2nowledge
3tore operation resources and daily procedures creating internal controls for establishing retailing functions of the retail stores. The best time to establish policies and procedures for your retail business is during the planning stages. >y anticipating problems before you open your doors, you can strategi2e how you#ll handle special situations, as well as the normal day to day operations. This helps a'oid making mistakes once you#re faced with customers. Standard Operating Procedures in &etail 3tandard 8perating 9rocedure *389+ is a set of written instructions that document a routine or repetiti'e acti'ity followed by an organi2ation. 8perational procedures are 'ital to the business of running a retail store. 9rocedures typically co'er all acti'ities in the store, from sales transactions to customer support to in'entory. The de'elopment and use of 389 has 'arious ad'antages for the organi2ation. Following standard operating procedures increases sales, boosts worker producti'ity and enhances a store6s image. Standardi;ation An 389 minimi2es the 'ariation and promotes standardi2ation through consistent implementation of a process or procedure within the organi2ation. 6ec*nolog( .etail stores use some type of business software or point5of5sale system to track sales. This allows managers to determine what products are selling well and helps them track in'entory. .etailers often use this electronic information to generate product orders when replenishing stock le'els. In#entor( $anage ent 1n'entory management procedures pertain to the handling of products in a store. These procedures include receipt of in'entory by 'erifying that each product is in the order as &uoted= regular counting of in'entory= and installing cameras or mirrors to limit or prohibit theft.

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$arketing .etailers use marketing strategies to draw customers into the store and entice them to purchase goods or ser'ices. ,arketing tools include radio, newspaper and tele'ision ad'ertisements= special pricing= in5store promotions= and signs outside the store to attract buyers. !a"or Practices Employees are typically a large expense for retailers. Companies often de'ise schedules to ensure enough workers are a'ailable to co'er the business6 needs without increasing operating costs. .etailers sometimes hire younger people willing to work for lower wages to sa'e the company money. Store Procedures in regard to E3c*anges and &eturns /epending on the si2e of the retailer, other transactions may take place at the point5of5sale. 3mall retailers commonly deal with lay5by, returns and exchanges at the point of sale area, whereas larger retailers may ha'e a dedicated section dealing with these other transactions. The necessary documentation must be completed accurately and efficiently to facilitate the transaction. Common transactions includeK Gay5by H allows goods to be purchased by installments. The goods remain the property of the retailer until they are paid for in full. The procedure for lay5 bys 'aries according to the retailer#s policy and procedures= howe'er there are strict guidelines that all retailers must adhere to. .efund or exchange of goods H certain conditions must be met for retailers to refund money for goods returned or exchange items. .efunds are go'erned by law under the N3F Fair Trading Act ;@AI, and the Trade 9ractices Act ;@I<. The Australian Competition D Consumer Corporation *ACCC+ is charged with enforcing statutory rights under the Act. 1n a retail en'ironment, opening and closing times present uni&ue security risks. At these times, employees are particularly 'ulnerable to robbery. The following policy can be modified for any retail business that stores cash and 'aluables such as banks and ?ewellery stores. This procedure assumes that the store has an alarm system designed to armMdisarm the premise alarms *motion detectors, door and window contacts, etc.+ and burglar alarms *safes, 'aults and other storage containers+ separately. The policy can easily be modified to accommodate other alarm system configurations.

15

Opening Procedure At least two employees must be present to open the facility. 8ne employee will enter the facility, while the other waits outside in a locked 'ehicle with access to a mobile phone. The outside employee will maintain a clear 'iew of the facility and wait for the predetermined all clear signal from hisMher associate. 1f the outside employee notices anything suspicious, or does not see the all clear signal in a reasonable period of time, heMshe will immediately call @;; and then call the company6s security department. 4pon entering the facility, the inside employee will relock the front door and disarm the premise alarm system. 1f the employee is threatened while disarming the system, heMshe will enter a duress code into the alarm system keypad. After disarming the premise alarm system, the employee will walk around premise to look of signs of intruders or forced entry. The employee will pay special attention to rest rooms, offices, and other areas where an intruder may hide. 1f an intruder is suspected, or a sign of forced entry is noticed, the employee will immediately lea'e the facility and call @;; and then call the company6s security department. After checking the interior of the facility the inside employee will post the predetermined all clear signal. The signal must remain 'isible until all scheduled employees ha'e reported for the day. 3afe and 'aults should be disarmed at the latest practical time. 1f an employee is threatened while disarming the 'ault heMshe will enter a duress code into the alarm system keypad. The front door will remain locked until opening time. >efore opening for business, all camera 'iews will be checked to make sure cameras are aimed properly. The /(. will also be checked to 'erify that it is recording. Any problems with the cameras or /(. will be reported to the security department immediately. Closing Procedure At closing time, one employee will lock the customer entry door*s+ from inside. An employee will be stationed at the front door to let any customers remaining in the facility out one at a time.

16

Employees should take special notice of any customers that seem to be loitering or intentionally trying to be last in line. Anyone who seems to be intentionally loitering should be reported to the manager. No customers will be admitted after the doors ha'e been locked. Any employees attempting to gain entrance must show proper identification. No 'endors or ser'ice technicians will be allowed access unless they ha'e been gi'en prior authori2ation. After the final customer has left, and the front door has been locked, one employee will conduct an initial walk5through of the area. 3pecial attention will be paid to restrooms, closets, employee lounge, storage rooms and any areas where indi'iduals may be hiding. 8ne employee will be designated to conduct a final walk through of the premises before final closing. At this time, the employee will confirm that all cash, negotiable items and 'aluables ha'e been properly stored and that all safes and cabinets ha'e been locked. The alarm system controlling the safes and 'aults will be armed at this time. 9rior to lea'ing, all lights should be turned off, except for those lights which will allow the lobby to remain 'isible from the street after hours. Two or more employees will remain in the facility until final closing. >efore lea'ing, one employee shall arm the premise alarm system and 'erify that the employee exit door is locked from outside.

E3ercise0 Assign ent

(isit a store *-yper marketMdiscount storeMspeciality store+ and obser'e the store procedures and understand their OOOOOO operandi then write down their operation procedures, it pros D cons and suggest how it can be more effecti'e.

Assess ent
A1 5ill in t*e "lanks1 ;. 3tandard operating procedure is a set of OOOOOOOOO that document a routine or repetiti'e acti'ity followed by an organi2ation. * written instructions+ . OOOOOOOOOOOOOOOOOO minimi2e the 'ariation and promotes OOOOOOOOO through consistent OOOOOOOOOOOO of a process or procedures within the organisation. *standard operating system, standardi2ation, implementation+ E. 1n'entory management procedure pertain to the OOOOOOOOOOOOO in a store. *-andling of products+
17

<. OOOOOOOOOOOO allows goods to be purchased by instalments. *lay5by+ ". .etailers use OOOOOOOOOO to draw customers into the store and entice them to purchase goods and ser'ices. *marketing strategy+ 71 6rue=5alse ;. . E. <. ". 3tandard operating procedure typically co'er all acti'ities in the store. *T+ An standard operating procedure does not minimi2e the 'ariation. *F+ 1n'entory management procedures pertain to handling of product. *F+ Employees are ne'er a large expense for retailers. *F+ 1n a retail en'ironment opening and closing times present uni&ue security risks. *T+

C*ecklist for Assess ent Acti#it(

4se the following checklist to see if you ha'e met all the re&uirements for Assessment Acti'ity. Part A Fhat is standard operating procedures. /iscuss opening and closing procedure. Part 7 Part C Perfor ance Standards The performance standard may include, but not limited toK 9erformance standards Able to identify store#s standard operating procedure. Able to follow store#s exchange and return procedure. /escribe standard operating procedures. /iscuss store procedures in regard to exchange and return.

Jes

No

18

Session 40 Store $aintenance

&ele#ant 2nowledge
Fith customer changing needs and growing demands for retail outlet and chains, maintenance is becoming important issue for retailers. The retailers can check the products entered into the retail store and arrange products in an appropriate place. Categori2e the products into different segments and put the products as per nature. Then the retailer maintain the proper sale of products and billing and bagging of products. $ain Points for $aintenance of Stores .etail store maintenance management that helps in keeping facilities maintenance and repair cost on track. Emergency ser'ices should be a'ailable < hours a day, EB" days a year. 3tore history should be identify problem areas is part of pre'enti'e maintenance software. 3tore maintenance reporting solutions customi2ed to meet customer#s needs. Fixture installations and National roll outs on time. Cost effecti'e pre'enti'e maintenance programs, fire extinguishers and yearly inspection tracking should be programmed. 8pen in'oicing= its open procedures for 'endors to insure that they are getting an honest price. -a'e access to &ualified facilitators for retail store maintenance. The ability to resol'e maintenance problem through communications, your locations and our contractors.

3tore ,aintenance pro'ides all of the management ser'ices D maintenance trades that is needed in a retail en'ironment. .etail maintenance is a 'ery speciali2ed field. To maintain a store is not a one man task. For this, retailer re&uires help of maintenance company. Following working process of maintenance management solutionK ;!!Q Feb5>ased Application re&uiring no installation on client machines The 3er'ice .e&uester allows members to re&uest maintenance using their web browser Technicians can be paged and assigned work Fork -istory is stored and recorded for each location and asset Easy to set up 9re'enti'e ,aintenance schedules
19

8pen architecture with easy integration to other applications >uilt using standard ,icrosoft Feb Technologies

,aintenance connection pro'ides a full5featured maintenance management solution that runs entirely inside your 1nternet browser. This allows you to get up and running &uickly H without ha'ing to install anything on client machines. Jou can focus on what you do best rather than ha'ing to maintain maintenance software. Employees, contractors, re&uesters and management can access ,aintenance Connection from where'er they are using an 1nternet browser. 8rgani2ations with multiple sites can easily keep their maintenance records in one place. Fith the growing demand for retail outlets and chains, the maintenance management system of these buildings is becoming increasingly important. 1n order to maintain a clean street appeal and a ;!!Q operational facility, it is important to ha'e software to help manage maintenance. As your chain of stores grows, you can expand the asset hierarchy and de'elop reports of how much was spent on any gi'e store or group of stores o'er a period of time. 4se the 3er'ice .e&uester to allow those working within stores to re&uest maintenance at their location. The software can store an unlimited number of ser'ice 'endors that you can then search for and contact to resol'e maintenance issues. 4sing ,aintenance pro'ider ser'ice is simple, easy5to5use web5based application can help to retail chain track maintenance costs, pre'ent and predict e&uipment failures, impro'e labor producti'ity, reduce costly downtimes, minimi2e in'estments in in'entory, and lower the total cost of maintenance. .etail stores can set up maintenance management system complete with pre'enti'e maintenance schedules for facilities and e&uipment such as the followingK ,ultiple Gocations *chains+ Flooring Ceiling Fans Findows and 0lass Ceramic Tile -(AC 4nits 9ipes Computers Carpet Gighting 3igns Ele'ators 983 ,achines Food Flooring Exterior Finish

E3ercise0 Assign ent

(isit a store */iscountM3pecialityM3uper market+. 8bser'e the methods or procedures of store maintenance and what are the main points to be considered while maintaining a store. Frite about store maintenance procedures or method of two stores and compare between two *either similar nature store or different+.
20

Compile your report by exploring pros and cons in their procedures and suggest the practical approach in maintaining store.

Assess ent
A1 5ill in t*e "lanks ;. 0rainger deli'ers thousands of items to OOOOOOOOOOOOOO &uickly and reliably. *multiple locations+ . 3tore OOOOOOOOOOOOOO reporting solutions customised to meet needs of the customers. *maintenance+ E. The ability to resol'e maintenance problem through OOOOOOOOOOOOO. *communication+ 71 6rue=5alse ;. 8pen in'oicing is a open procedure for 'endors to ensure that they are getting honest price. *T+ . 3tore history to identify problem area is a part of pre'enti'e maintenance software. *T+ E. Fork history is stored and recorded not for each location and asset. *F+

C*ecklist for Assess ent Acti#it(

Part A Part 7 /iscuss store maintenance procedure followed by different store types. /iscuss their main focus points in store maintenance. Part C Perfor ance Standards The performance standard may include, but not limited toK Performance standards Able to identify ma?or points in store maintenance. /iscuss store maintenance. /escribe points to be considered while maintaining store.

Yes

No

21