WEEK 1

RETAIL - The process of selling products and services directly to consumers for
personal use.

IMPORTANCE OF RETAIL

- Provide essential goods and services

- Creates employment opportunities

- Contributes significantly to GDP

- Drives consumer spending

TYPES OF RETAILERS

1. SPECIALTY STORES - Narrow product line, deep assortment

2. DEPARTMENT STORES - Wide variety of products, multiple departments

3. ONLINE RETAILERS - Sell products and services through the internet

4. SUPERMARKETS - Self-service stores offering a wide range of food and

household products

5. DISCOUNT STORES - Offer lower prices on a wide range of products

6. CONVENIENCE STORES - Small stores located in convenient locations, offering

limited products

THE RETAIL VALUE CHAIN - The set of activities and processes involved in
delivering a product or service to a consumer.

KEY ACTIVITIES INVOLVED IN RETAIL

• SOURCING AND MERCHANDISING

•STORE OPERATIONS

•PRICING AND PROMOTION

•CUSTOMER SERVICE

•SUPPLY CHAIN MANAGEMENT

FACTORS INFLUENCING RETAIL

•ECONOMIC CONDITIONS

•TECHNOLOGICAL ADVANCEMENTS

•CONSUMER BEHAVIOR

•COMPETITION

•GOVERNMENT REGULATIONS

THE ROLE OF RETAIL IN THE ECONOMY

1. EMPLOYMENT - Retail is a major job creator

2. GDP CONTRIBUTION - Retail sales account for a substantial portion of GDP

3. CONSUMER SPENDING - Retail drives consumer spending and economic

growth

CHALLENGES AND OPPORTUNITIES IN RETAIL CHALLENGES:

- ECONOMIC DOWNTURNS

- INCREASING COMPETITION

- CHANGING CONSUMER PREFERENCES

- E-COMMERCE DISRUPTION

OPPORTUNITIES:

- GROWING GLOBAL MARKET

- TECHNOLOGICAL ADVANCEMENTS

- FOCUS ON CUSTOMER EXPERIENCE

- SUSTAINABILITY

WEEK 2

RETAIL ENVIRONMENT - Refers to the different platforms where retail

transactions occur

TYPES OF RETAIL ENVIRONMENTS

- BRICK-AND-MORTAR STORES

- E-COMMERCE PLATFORMS

- OMNICHANNEL RETAILING

CONSUMER BEHAVIOR - is the study of how individuals make decisions to spend

their resources on consumption-related items

CONSUMER DECISION-MAKING PROCESS:

1. NEED RECOGNITION

2. INFORMATION SEARCH

3. EVALUATION OF ALTERNATIVES

4. PURCHASE DECISION

5. POST-PURCHASE BEHAVIOR

FACTORS AFFECTING CONSUMER BEHAVIOR:

•CULTURAL: culture, subculture, social class

•SOCIAL: family, roles, and status

•PERSONAL: age, occupation, lifestyle

•PSYCHOLOGICAL: motivation, perception, learning

THE RELATIONSHIP BETWEEN RETAIL ENVIRONMENT AND CONSUMER
BEHAVIOR

•Retail strategies are shaped by understanding consumer behavior

•Aligning retail environment with consumer needs and preferences is crucial

WEEK 3,4,5

INTRODUCTION TO MERCHANDISE MANAGEMENT - The process of planning,

sourcing and controlling the merchandise inventory of a retail business.

KEY ELEMENTS:

1. MERCHANDISE PLANNING

ASSORTING PLANNING: Determining the right mix of products to offer.

FORECASTING DEMAND: Estimating future sales based on historical data and

trends.

INVENTORY LEVELS: Managing stock levels to avoid stockouts or excess

inventory.

2. BUYING AND SOURCING

•SUPPLIER SELECTION: Choosing reliable and cost-effective suppliers.

•NEGOTIATION: Bargaining with suppliers to achieve favorable terms.

•QUALITY CONTROL: Ensuring products meet quality standards.

3. INVENTORY MANAGEMENT

•JUST-IN-TIME INVENTORY: Minimizing inventory levels by receiving products as

needed.
•ABC ANALYSIS: ABC analysis is an inventory management technique that
determines the value of inventory items based on their importance to the
business.

•INVENTORY TURNOVER: Measuring the efficiency of inventory management.

4. VISUAL MERCHANDISING

•STORE LAYOUT: Arranging products in a way that attracts customers and

facilitates shopping.

•PRODUCT PLACEMENT: Positioning products to minimize visibility and sales.

•SIGNAGE AND DISPLAYS: Using effective signage and displays to communicate

product information.

STORE LOCATION - A space you lease for the selling of goods to consumers.

COMPETITION - A company’s ability to achieve more sales or customer loyalty

than its competitors due to quality of its products and services, its low prices or a
combination of both factors.

ACCESSIBILITY – Ensuring fair access for all individuals across the range of human
capabilities and experience.

FOOT TRAFFIC – Refers to the customers that enter a location or business.

DEMOGRAPHICS - The characteristics of a population, such as age, gender,

Income, and education.

STORE LAYOUT TYPES LAYOUTS:

•GRID LAYOUT

•RACETRACK LAYOUT
•LOOP LAYOUT

FACTORS TO CONCIDER:

•PRODUCT FLOW

•CUSTOMER EXPERIENCE

•TRAFFIC PATTERNS

STORE DESIGN

•ATMOSPHERICS: Creating a pleasant and inviting shopping environment.

•LIGHTING: Using appropriate lighting to enhance product appeal.

•SOUND: Playing background music to create a desired atmosphere.

•SCENT: Using fragrances to evoke emotions and create a memorable experience.

YUNG ROLE PLAYING HINDI NIYA DINISCUSS BAKA 'DI KASAMA BAGO MAG
ANALYSIS OF MARKETING CAMPAIGNS

WEEK 6 7

RETAIL TECHNOLOGY - The use of technology to improve retail operations,

enhance customer experiences, and drive sales

IMPORTANCE OF TECHNOLOGY IN MODERN RETAILING :

- Increased efficiency and productivity

- Improved customer experience

- Enhance data-driven decision making

- Ability to adapt to changing consumer preferences.

IMPACT OF E-COMMERCE:

- Growth of online shopping

- Increased competition

- New opportunities for retailers

E-COMMERCE PLATFORMS AND TOOLS POPULAR E-COMMERCE PLATFORMS:

- SHOPIFY

- WOOCOMMERCE

- MAGENTO

- BIGCOMMERCE

ESSENTIAL TOOLS FOR ONLINE STORES:

- PAYMENT GATEWAYS

- INVENTORY MANAGEMENT SYSTEMS

- SHIPPING SOFTWARE

- MARKETING AUTOMATION TOOLS

MOBILE COMMERCE ( M-COMMERCE ) GROWTH OF MOBILE SHOPPING:

- INCREASING SMARTPHONE PENETRATION

- CONVENIENCE OF MOBILE DEVICES FOR SHOPPING

- DEVELOPMENT OF MOBILE-OPTIMIZED WEBSITES AND APPS

IMPORTANCE OF MOBILE-OPTIMIZED WEBSITES AND APPS:

- USER-FRIENDLY INTERFACE

- FAST LOADING TIMES

- SEAMLESS SHOPPING EXPERIENCE

OMNI CHANNEL RETAILING - a strategy that integrates online and offline channels
to provide a consistent customer experience across all touch points.

BENEFITS OF OMNICHANNEL RETAILING

- INCREASE CUSTOMER LOYALTY

- HIGHER CUSTOMER SATISFACTION

- IMPROVED SALES

- ABILITY TO MEET CUSTOMER NEEDS AND PREFERENCES

EMERGING TECHNOLOGIES IN RETAIL

- AUGMENT REALITY (AR)

- VIRTUAL REALITY (VR)
- ARTIFICIAL INTELLIGENCE (AI)

RETAIL MARKETING STRATEGIES

- SOCIA MEDIA MARKETING: Creating and sharing content on social media

platforms to reach and engage customers
- CONTENT MARKETING: Creating valuable and informative content to
attract and retain customers
- EMAIL MARKETING: Sending targeted emails to customers products,
services, or special offers
- SEARCH ENGINE OPTIMIZATION (SEO): Optimizing a website to improve its
ranking in search engine results pages
- PUBLIC RELATION (PR): Building positive relationships with the media and
the public

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) – A strategy for managing

customer interactions and data to improve customer satisfaction and loyalty
BENEFITS OF CRM:

- PERSONALIZED CUSTOMER EXPERIENCES

- IMPROVED CUSTOMER SERVICE
- INCREASED SALES
- BETTER UNDERSTANDING OF CUSTOMER NEEDS AND PREFERENCES

“CUSTOMER SERVICE EXCELLENCE”

IMPORTANCE OF EXCELLENT CUSTOMER SERVICE:

- BUILDS CUSTOMER LOYALTY

- IMPROVES BRAND REPUTATION
- DRIVES SALES

BEST PRACTICES FOR CUSTOMER SERVICE:

- BE RESPONSIVE AND HELPFUL

- RESOLVE CUSTOMER ISSUES PROMPTLY AND EFFECTIVELY
- GO ABOVE AND BEYOND TO EXCEED CUSTOMER EXPECTATIONS

“MEASURING CUSTOMERS SATISFACTION”

METHODS FOR MEASURING CUSTOMER SATISFACTION:

- SURVEYS
- FEEDBACK FORMS
- SOCIAL MEDIA MONITORING
- MYSTERY SHOPPING

IMPORTANCE OF GATHERING AND ANALYZING CUSTOMER FEEDBACK:

- IDENTIFY AREAS FOR IMPROVEMENT

- MEASURE THE EFFECTIVE OF CUSTOMER SERVICE INITIATIVES
- GAIN INSIGHTS INTO CUSTOMER PREFERENCES AND NEEDS

“ROLE-PLAYING CUSTOMER SERVICE SCENARIO”

SCENARIO EXAMPLE:
 - HANDLING A CUSTOMER COMPLAINT
- RESOLVING A PRODUCT ISSUE
- PROVIDING INFORMATION ABOUT A PRODUCT OR SERVICE

ROLE-PLAYING GUIDELINES:

- PRACTICE ACTICE LISTENING

- SHOW EMPATHY AND UNDERSTANDING
- PROVIDE CLEAR AND HELPFUL INFORMATION

“ANALYSIS OF MARKETING CAMPAIGNS”

EXAMPLES OF SUCCESFUL MARKETING CAMPAIGNS:

- APPLE’S THINK DIFFERENT CAMPAIGN

- DOVE’S REAL BEAUTY CAMPAIGN
- RED BULL’S EXTREME SPORTS MARKETING

ANALYSIS OF EFFECTIVE STRATEGIES AND TACTICS:

- TARGET AUDIENCE
- MESSAGE
- CHANNELS
- RESULTS