As far as working for a lifetime in the one industry, there are very few places that are going to be better than the retail setting. Throughout this course you will learn more about what is involved, starting with more information on the sales process.

Getting merchandising correct is a basic part of being a retail manager even when other members of staff are responsible for doing this on a regular basis. As the manager, it is up to you to check that every single person under your control is doing their job and that the products are going to be displayed correctly. Exactly how that is done will always depend on the type of store that you are working in and what is expected from your customers. Understanding this will make life so much easier, so be aware of this from the outset and your merchandising will go smoothly.

In this module we have tried to stress that you cannot just assume that because people are standing in a queue getting ready to pay, your job as a store manager is over. Instead, how both you and your staff interact and deal with customers at this point will determine their future actions and whether or not they become a regular and recurring customer.

The checkout and the point in the transaction where the customer is ready to hand over their money is important simply because that is the key point where the business and retail store makes their cash. Remember that up until the money has been handed over, it is still up to the customer as to whether or not they want to go ahead with the transaction. Treating them inappropriately at this point can lead to them changing their mind as to whether or not they will indeed hand over that money and as the manager, you must make sure that each member of staff is aware of the need to treat each customer well until they basically leave the store.

You do not need to have any special abilities to deal with customers at this point. You just have to be helpful, friendly, and know how to interact with them on a relatively basic level. There is no need to become their best friend or anything of the sort. Instead, as the retail manager all that you need to be concerned about is that the checking out process goes smoothly, that you deal with any problems that they may have in an efficient manner, and keep on top of your staff so that they can cope with anything that comes their way.

However, as you will see throughout the rest of the modules of the course, there is so much more to retail management than just understanding how to work the checkout.

In this module we have focused on aspects of understanding consumer behaviour and the impact that this has on your retail outlet. As you can see, it is important that you think about more than just how tidy your store looks because there are so many points connected to the way in which people shop that can be used to your advantage and boost your turnover.

Consumer behaviour and getting to grips with it will not only make you a better manager in general, but at the same time it provides you with better insight into what is going on in the mind of the customer. By taking the information that you are able to glean from their habits, it allows you to shape your retail outlet to maximise the sales you can achieve from your customers.

Remember, customers can always go elsewhere if they are not happy with what happens in your store, so keeping on top of your game is essential if you are hoping to turn your store into the best it can possibly be.

In this module we have looked at the importance of trends and how to take advantage of them for the benefit of your retail outlet. As a manager, this is something that will often be left to you on a local level. You also need to be aware why certain products may sell out quickly so you can take the appropriate action to prevent them from running out of stock.

We also looked at how to target customers and the best possible way of doing this because not only should you understand how to identify what they need, but also know how to get this information across to encourage them to spend more money.

Overall, trends are an important aspect for businesses to use to their advantage and as the manager the buck does indeed stop with you. Understand them and understand your customers and you will then discover that reaching those targets for your store will become a lot easier than you anticipated.

In this module we have looked at the way in which you have to communicate with customers in order to make sure that they are aware of the products you have available and that you understand what they are looking for. However, we stressed the need to be able to communicate with them in the correct manner and this becomes even more important when we are dealing with a customer that has a complaint of some description.

The way in which you talk to a customer will have a direct impact on the way that they perceive your store. Furthermore, it is important that you as the manager are capable of training the other members of staff so they are aware of how to talk to customers. It is also your responsibility to check that they continually operate at the standards that are expected of them and that you can then retrain them if this is required.

Failing to communicate in the correct manner with customers will only increase the chances of them thinking about spending their money elsewhere, with one of your competitors. Clearly this is not something that you want to happen, so make sure that everybody working in your store is aware of how to talk to people, before they potentially damage the reputation of your store.

In this module we have looked at the concept of the retail environment and the impact that it has on the shopping experience. What we have concluded is that it is your job as the retail manager to be able to create that environment, maintain it, and at the end of the day make absolutely sure that your customers are more than happy with their time in your business.

We are not expecting you to reach full understanding of the retail environment and the ins and outs of each part, as that is something that has been done by industrial psychologists and marketing experts. However, there is a need for you to completely understand your entire store from the staff, to the products, to the layout and displays, and even the vibe and atmosphere that is created should this be something that is important.

The retail environment is the one thing that drives sales and it does so without the customer even being aware that they are being tempted to buy more products. You can take advantage of this as the manager and this will reflect favourably on you and your ability to run a store of this size.

Just remember these key points.
The retail environment is connected to everything to do with the store

How you present items is connected to the retail environment

You must make it as comfortable and relaxing as possible for the customers

Your vibe of the store must match what you are selling

Your staff must be aware of the need to create that perfect environment

As long as you keep these key points in mind, then you should be able to not only create the perfect retail environment, but also maintain it as well.

In this module we have focused on something that is extremely important which is the building of the relationship between your store and your customers. This is something that has to work well for the future of your store as the benefits that come from it are astronomical. However, the flip side of that is also true and there is no doubt that each and every store, no matter the size of the parent company, builds their success on the relationships that they have with their customers.

Give people a good time and they will keep coming back to you. Give them poor and rude service and bad products and you can wave them goodbye forever.

In this module we have focused on something that lies at the absolute heart of running a successful retail outlet, stock management. It is essential that you are aware of stock levels at all times and also of what is selling well and what is perhaps struggling somewhat.

By keeping abreast of the stock in your store it prevents you from stocking incorrect items at the wrong time. This would cost your store more money and it is important to remember that, as the manager, you need to keep on top of the costs as that is undoubtedly part of your responsibility.

Stock management software can be complex, but getting to grips with it is a basic part of being the manager as you cannot just expect to leave this to somebody else due to the information it can provide you about the overall performance of your retail outlet. The details that it will show you are going to allow you to decide if you have to change anything in the store to boost sales or if there are issues within your supply chain that need to be rectified. No successful manager will be able to ignore the stock aspect because without it you will have no customers and no job.

However, stock management should not be confusing or complex and as a result, it should be easy enough for you as the manager to get to grips with the stock levels on a day to day basis. Prior to becoming the overall manager, it will be beneficial for you to get to grips with this as early as possible and indeed it may very well be part of your job as an assistant manager. If not, then ask for it as it will be helpful in the long run.

In this module we have looked at the importance of location and why getting the correct spot for your retail outlet is going to play a major role in the potential success of the store. There is more to the location than just being lucky enough to be in the correct place at the correct time and it all comes down to your willingness to learn about the location in advance and checking that the market is there for the store to begin with.

Choosing the wrong location can have dire consequences for your store and even large scale companies do, at times, have to admit that they have got it wrong and change where they are located. Now, if they are able to make mistakes, even with their vast sums of money to check locations out in advance, then you should realise that it is even more important that you do all that you can to stop yourself from making this mistake, as you can hardly afford it.

The location is absolutely everything and companies make mistakes if they do not carry out their own due diligence. Do not allow yourself to become one of these people because when we are talking about a small store, there is less chance of being able to bounce back from something that has put a huge strain on your finances.

In this module we have focused on the concept of using psychology in your store to make it seem more appealing in various ways for the customers that walk through the door. Now, we are not talking about you trying to tap into their mind in some peculiar way, but by using subtle tactics it is accepted that you can make a difference to the way in which your store is viewed as well as how people feel about shopping there.

In this module we looked at the role of the supplier, including the selection of them, how to deal with problems related to their service, and also how to receive the goods at your store. This is something that should ultimately work like clockwork, although we do accept that it may take some time to get your procedures worked out so that everything runs as smoothly as it should.

Having a good supplier and the correct receiving process at your store is going to make life so much easier and will reduce the chances of something going wrong, leading to a problem of not having the products on your shelves that your customers want. It is good for your store to advise customers when you would expect products to be back in stock and that is why you must have a good working relationship with your supplier because you will have a faster turnaround time between the order and getting the products to your store.

Finally, remember that you should not automatically choose the first company that you see offering the products that you are looking for and instead make full use of the options available to you and shop around. Customers do that with you, so why would you not do the same, but you have to balance between a fair price and a good company that can deliver on time and makes your life as easy as possible. Remember that having no products means no sales and at that point it does not matter how cheap your supplier may be if they cannot deliver on their promises.

In this module we have covered the important subject of the security of your store, staff, and customers as well as the security procedures that you should put in place to make sure that everything runs smoothly. Security is not something that you should just forget about and nor should it be something that you try to do as cheaply as possible. It is important that you seek the correct advice on security and remember that your insurance company may be one of the best sources since it will be directly related to the premiums you are paying.

We are unable to provide you with a full list of the types of security that need to be applied in each and every type of store. As we said earlier on in the module, it all depends on so many factors, although the basics do remain the same as it is just the fine tuning of the security that is going to be the problem.

Security is essential as it provides you with a safer environment than you ever thought possible. No security is really not an option.

In this module we looked at the importance of building a unified team, how to deal with communications and making sure that everybody knows what their roles are and also how to run the store in an efficient manner. There is a real need for the store to have a strong team behind it as this is the absolute foundation upon which you can build real success. However, it is essential that you spend the time communicating with the team so that everybody is aware of their responsibility and the need to do certain jobs for the store to run as efficiently as it should. Anything else will only prove to be problematic for you and put undue pressure on the running of the store.

In this module we have looked at the concept of selling via multiple channels and why you should seriously consider doing this for the future of your store. You only have to look at the fact that the stores you see as being your direct competition will probably be doing this already and if you have not joined them yet, then can you even begin to imagine how much money you are missing out on thanks to customers going elsewhere?

This does not even have to cost you a fortune to establish and once it is up and running it can take a relatively minimal amount of time and effort to generate those sales. Now, considering you can boost your turnover and profit in next to no time, can you actually resist not doing this and can your store actually survive without it?

In this module we focused on the role of retail marketing in making your business a success. As we stated earlier, you do not have to have a huge budget in order to make a difference because being clever with your cash can make your business go much further than you ever thought possible. We could have sat here and gone through a list of types of marketing that you could do such as leaflets, radio advertising, newspaper advertising and so on, but that has been covered in so many formats all over the Internet and in books. We feel that you are capable enough to come up with ideas as to the ways to market and instead we have focused on what to do and what not to do to help guide you through the process.

Marketing is not something to shy away from and indeed plans should be forged and embraced due to the way in which it will undoubtedly improve your retail store even if it did increase sales by just 10%. However, one of the most important points to remember with all of this is that without marketing there is a pretty good chance that you are not going to have a store of any kind. This is not to scare you, but there is a reason why even Microsoft or Coca Cola still market their brand and products because without it people are not aware of what you are doing and gradually you will slip out of their mind.

As the manager, it is your responsibility to make sure that your marketing is not only accurate, but capable of producing the kind of results that you are looking for. Study the store. Study the market and customers you are aiming for and perhaps even study your competitors to see what they are doing. After all, if it is working for them, then why would it not work for you with your own little twist being applied to it?

In this module we have focused primarily on the role of brand management and how to really make sure that people perceive your retail store in the correct way. Poor management is only going to lead to people getting the wrong idea of what your store is all about or what they can expect and, as a result, you will see a drop in your turnover. This is something that can easily be avoided if you are willing to take the time to create the perfect plan and implement the strategy as quickly as possible.

Brand management creates an entire sense of what your business is about and it also helps individuals to develop their own reasons why they would spend money with you in the first place.

In this module we have covered something that is more important than you perhaps realise and that is dealing with the health and safety regulations for your store. This is often something that is overlooked by individuals and yet this simple oversight will often lead to a number of problems that could ultimately spell the end for your entire business.

Health and safety regulations are not just there to create jobs for people or more paperwork and red tape for you to wade through, but they are there for a specific reason, which is to keep everybody safe. Considering the way in which we have become a lawsuit culture, it is now more important than ever before to take these steps and to make sure that you have indeed complied with what the law states you should be doing and to keep on top of these regulations on a regular basis. Remember, individuals from the executive that deal with health and safety have the right to inspect your store at any point and will force you into taking action if they believe that something is missing or is not being carried out to the correct standards.

In this module we have focused on an issue that really is of the utmost importance, customer rights. This is an area that is akin to a minefield as it is confused by misunderstandings and people believing that they are aware of their rights when this may not be the case.

The module showed what you as the retailer are responsible for when it comes to dealing with items that are sold from your store. Perhaps the most difficult part is in trying to explain to the customer the reasons for your point of view and that they have less rights than they believe.

However, as we have said throughout the module, the most important thing is for you to remember that it is often best to cut your losses and to come to some agreement with the customer for the sake of potential future business and preserving a good name. Sometimes sticking to the letter of the law can be detrimental to the success of your store.