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by Sarah Lim, Angie Tang
Retail Operations, Second Edition
Title Page
Copyright Page
Praise for Retail Operations (2nd Edition)
Contents
About the Authors
Foreword
Preface
This book offers
Organisation of the book
Acknowledgements
Dedication Page
Chapter 1. Welcome to the World of Retailing
What is Retailing?
Why is Retailing Important?
Functions of Retailers
Major Formats of Retailing
Concerns of Retailers
The Future of Retailing
Chapter 2. The Retail Store Customer
Who is a Customer?
Types of Customers
Basic Needs of Customers
Why do Customers Patronise a Retail Store?
What is Customer Service?
How to Deliver Good Customer Service
Benefits of Good Customer Service
Chapter 3. Shop Location and Site
Importance of Location and Site
Definitions: Location and Site
Evaluation and Selection Guidelines
Conclusion
Chapter 4. Daily Operating Policies & Procedures
Shop Opening Tasks
Closing Procedures
Conclusion
Chapter 5. Stock Management
Ordering
Receiving
Checking
Marking/Price Tagging
Storage
Inter-Outlet Transfers
Expiry and Damaged Goods Control
Returns and Claims
Stocktake
Staff Purchases
Conclusion
Chapter 6. Cash Handling and Control
Cash Register
Payment Processing
Cash Management
Conclusion
Chapter 7. Upkeeping Shop Image
Shop Layout
Housekeeping and Maintenance
Front-end tasks
Back-end Tasks
Schedules for Housekeeping and Maintenance
Conclusion
Chapter 8. Shop Safety and Security
Shop Safety
Preventive measures
Remedial works
Shop security
Conclusion
Chapter 9. Sales Policy
Tills and Receipts
Merchandise Reservation
Refund and Exchange
Delivery
Chapter 10. Customer Service Decisions
A Service Strategy
Customer Service Programme
Handling Customers Effectively
Handling Inquiries
Product Knowledge
Handling Complaints
Service Recovery
Chapter 11. The Art of Retail Selling
The Retail Selling Process
Pre-Customer Contact
Step 1: Acknowledge
Step 2: Approach
Step 3: Identify Needs
Step 4: Present the Products and Sell Benefits
Step 5: Handle Objections and Queries
Step 6: Close the Sale
Step 7: Add-On Sale
Step 8: Farewell and Follow-Up
Get Ready to Sell by Building Confidence
Chapter 12. Merchandise Decisions
The Five Rights of Merchandising
Merchandise Buying
Merchandise Control
Chapter 13. Marketing Practices
Advertising
Sales Promotion
Merchandise Presentation
Visual Presentation
Customer Loyalty Scheme
Chapter 14. Responsible Retailing
Ethical Issues
Legal Issues
The Consumer Protection (Fair Trading) Act
Chapter 15. Information Technology and Retailing
Point-Of-Sale Systems
Internet Technology
Interactive Kiosks
Additional Technology Applications
Misconceptions about IT Systems
Challenges Ahead
Chapter 16. Organisation and People Management
Organisational Structure
Culture Development
People Management
Retailer’s Options
A Sample Job Description for a Shop Supervisor
Chapter 17. Financial Control
Financing the Initial Operation
Budgetary Control
Evaluation of Merchandise Effort
Evaluation of the Retail Performance
Index
Credits
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