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Managin Retailing

TABLE OF CONTENTS

Title Page

• Introduction to Retailing………………………………………………………………… 3
• Retail Store Formats…………………………………………………………………….. 3
• Store Location Planning, Design and Layout…………………………………………. 9
• SCM in retail…………………………………………………………………………….. 12
• Retail Marketing and advertising…………………………………………………….. 15
• Retail Operations………………………………………………………………… 16
• Managing retail personnel…………………………………………………………… 19
• Customer service management in retail…………………………………………… 21
• Visual merchandising and displays………………………………………………… 24
• Role of personal selling in retail ……………................................. 28
• Online retailing or e-tailing……………………………………………………………… 30
• Retail in India and the current issues……………………………………………………32
• References & Links………………………………………………………………………. 37

Retailing

Retailing refers to the activity in which an agency buys goods in large quantity from the manufacturer or wholesaler and then subsequently sells it in smaller magnitude to consumers for personal use. Retailers are the point of contact of the manufactures or producers with the consumers. They form the last link in the distribution chain.
Retailing is of extreme importance as importance as it ensures that the basket of goods and services is made available to the consumers in the most convenient manner. Thus this is the channel for the fourth ‘P' of marketing, i.e. the place.

As with products, the retail format also goes through different stages such as growth, maturity and decline. This is known as the retail lifecycle. The Wheel of Retailing hypothesis tries to explain this phenomenon. It seeks to reason out the factor that leads to the emergence of a particular store and decline of some other.

Retail Format:

Retail format refer to the techniques used by the retailers to sell their products, be it goods or services. On a general note, retail practices can be categorized as store format and non store format. The...