Retail store. From opening to assortment shelves - free course from the Russian School of Management, training, Date: December 7, 2023.

Leading expert in the field of retail technologies, business coach. Participated in the launch of large-scale retail projects. Experience in the industry - more than 20 years.

Business development expert, mentor at the Moscow School of Management SKOLKOVO. Experience in the areas of “Organization and optimization of business”, “Marketing and sales” for more than 20 years.

Expert practitioner in the field of retail, building formats and concepts of retail stores. Development of retail design and merchandising standards.

Sales promotion in retail

• Main directions and tools for stimulating sales in Retail.

Category management. Assortment management

• International CatMan standard. Changes in approaches to assortment management.
• Customer segmentation.
• Product category as a management unit: principles of selection.
• Product classifier and assortment matrices.
• Role analysis of categories.
• Approaches to pricing.
• Price segmentation in categories.
• Solutions for filling the category: regular assortment.
• Solutions for filling the category: seasonal assortment.
• Five rules for setting up work with assortments in software.

Merchandising and effective management of retail space

• Merchandising efficiency.
• Merchandising and neuromarketing.
• Laws of visual perception.
• Working with color.
• Lights and lighting in the store.
• Sounds. Fragrances. Tactility.
• Store zoning.
• Planograms: development and rules for working with them.
• Navigation in the store. Means of communication with customers.

Store concepts: trends, formats, planning, design

• Psychology of buyer behavior.
• Retail trends.
• Retail store format and concept.
• Selection of colors, trends and finishing materials.
• Selection of commercial equipment and lighting.
• Store design.
• Organization of retail space.
• Calculation of the efficiency of the retail space.
• Development of communications in the store.
• Facade and shop windows.

New store: opening technology

• Gantt chart is a classic tool for planning work in a project.
• Marketing approach: store concept, target audience and location selection requirements.
• Revenue forecast: traffic and capacity of the trading area.
• Retail store format.
• Express calculation of the operating break-even point.
• Investment budget for the new store.
• Technical equipment of the store.
• Store layout. Zoning of product categories and service areas of the store. Retail store equipment.
• New store employees. Staffing schedule. Remuneration system for the first period after opening.
• Readiness to open a retail outlet. Technical and grand opening.

Personnel Management. Motivation material and intangible

• Personnel management, personnel policy and corporate culture of your company.
• Competence-based approach to management, position profile.
• Recruitment of personnel, conducting interviews with candidates.
• Internship, probationary period and adaptation.
• What is motivation.
• Theories of motivation that managers should know about.
• Selection of KPIs for the financial incentive system. Approaches to calculating premium parts.
• Examples of financial incentive schemes and selection of KPIs for employees.
• Non-material motivation, examples.
• Employee engagement as a new management KPI.