Retails and Marketing Training

In this course we explore the meaning of the terms retailing, marketing and marketing communications. We have also considered the importance of the marketing mix and identified the different communication tools that a retailer might use to interact and communicate with their target customers. You are being introduced to a few theoretical concepts and ideas, which have shall be illustrated using real world examples and cases in retailing.

Participants shall be introduced to some of the key areas of marketing communications – the message, the media and the communication tools. We consider the basics of the communication model that underpins the development of marketing communication messages. We also explore  what it takes to develop a communication message, how to use communications to build a brand and the characteristics of the different media that might carry marketing communications. In addition, we identify a range of communication tools which make up the marketing communication mix. The course also aims to introduce the importance of marketing and communication from a retail perspective.

Retail marketing is the planning and process of selling goods or services directly to consumers. It is the activity of finding out what products and services a store’s customers want, and finding ways of encouraging customers to buy them. As consumers, we all have our own experiences of buying the goods and services we need for our everyday consumption. Additionally, we have our own opinions of the different types of retailers we encounter while shopping.  An example of retail marketing is an in-store promotional campaign for snack foods in a hyper market during Hari Raya month.

Retailing includes important aspects such as buying and merchandising of products, human resource management – managing the in-store staff who process your order or help you at the self-service checkouts, logistics and distribution – the processes that get the goods to your store and marketing – the in-store promotional techniques used to encourage you to make a purchase.

1. Creating a definition of retailing

• Retail product ranges
• Different product choices
• Visit a retail store

2. What is retail marketing?

• The 3 most important components of a retail marketing strategy
• The Most Important Key to an Effective Retail Marketing Strategy
• 52 Types of Marketing Strategies

3. Social media / online marketing

• BUILD an online business immediately
• UNDERSTAND Facebook pages, groups, ads and optimisation
• POSITION & BRAND themselves on social media
• DEVELOP their website and market their products effectively
• LEARN essential tools and apps that can be maximised

4. The retail marketing mix

• The ‘Product’ Mix
• The ‘Price’ Mix
• The ‘Place’ Mix: …
• The ‘Promotion’ Mix

5. Marketing communications in retailing

• Marketing communications in retailing
• Integrated marketing communication in the retail industry
• Marketing communications in practice
• The linear model of communication
• The message the retailer sends to its customers
• The marketing communication mix

6. Frontline Retail Selling Skills

• Explain what motivates customers (logical and emotional) to buy or continue to use a product/service.
• Explain four personality styles; identify their own style; and, adapt their style to establish rapport with other personality styles.
• Follow a simple 5-step sales process that will give them the confidence, energy, and focus they need to become successful retail sales professionals.
• Use a powerful sales questioning technique.
• Overcome common objections and close the sale.
• Make the best out of each interaction with every customer.

7. Retail Sales Planning & Forecasting

• Explain what forecasting is and why it is important for your store.
• Create a sales forecast for your retail store.
• Identify and analyze your retail store’s key performance and profitability indicators.
• Develop your retail store’s main sales strategy and specific sales tactics.
• Organize and plan store resources for the most efficient utilization.
• Explain retail planning best practices.
• Build a plan to manage staffing and resources.
• Plan more effectively and avoid unforeseen problems.
• Use your store’s sales forecast to create an effective sales plan that will allow you to spend more time developing your business and less time responding to crises.
• Identify potential obstacles that might impact store performance and develop contingency plans.
• Analyze problems that arise, alter plans and take corrective actions.

8. Passionate Retail Experts

• Link what customers value to what successful retail agents need to be.
• Understand the importance of making a great first impression.
• Demonstrate body language that engages others.
• Understand that intensity comes from emotions.
• Develop different angry customer diffusion techniques.

9. Deliverables

• Daily Store Checklist: A handy retail store checklist to ensure you got all your store assets and resources covered.
• Store Forecast Data Worksheet: A useful data sheet to collect all the data needed to create your first store forecast. An easy way to create a complete store sales forecast.
• MicroSoft Excel ForecastingTool: A free useful excel tool to display your data graphically and gain more insight into what your forecast data is telling you.
• Monthly Store Planning Worksheet: An easy to use worksheet to create your overall retail store yearly plan including your forecast backed sales targets and align your resources and specify action steps for achieving your overall short term and strategic goals.
• Store Planning Checklist: A handy checklist that ensures you have all the data needed to put your complete store plan together.
• Personality Types Self -assessment: A self assessment tool to find out your general personality type and behavioral style.
• Store Manager Coaching Assessment Form: A very useful tool for store managers who take the development of their teams seriously and want to help them improve.This (customizable) coaching tool can be used by store managers and team leaders to be able to observe their agent’s performance during the sale and take detailed notes as per the sales process introduced in the program , the design makes it easy to give instant feedback and track what the agent did throughout every step of the sales and questioning process.

• Powerful opening icebreaker that establishes the link between sales and service.
• Best practice theory exploration.
• Facilitator-led group discussions.
• Self-discovery activity.
• Game-based learning.
• Practice exercises.
• Pre-training assignment.
• Retail management and marketing best practices.
• Hands-on activities that use your store information.
• Facilitator-led group discussions.
• Contingency planning scenarios.
• PARTICIPANT REFERENCE WORKBOOK
• POWERPOINT SLIDE PRESENTATION