19/12/2019
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Profitable retail tools - free course from the Russian School of Management, training, Date: August 24, 2023.
Miscellaneous / / December 09, 2023
Have you been managing a retail outlet for a long time, but rely only on your intuition and experience? Do you want to systematize your knowledge and master a scientific approach to management? You have just been appointed head of a trading company, does the management expect a severalfold increase in profits? Are you concerned about pricing and assortment management? Have you discovered that category management in your business is implemented only nominally, and not all of its tools work?
You will find answers to these questions in the “Profitable Retail Tools” course. Leading experts from the Russian School of Management will help you find ways to create a new store format, teach you how to calculate break-even, and talk about common mistakes when opening a commercial enterprise, pricing techniques, ways to increase sales using marketing. You will master category management tools and be able to establish business processes at a new retail outlet.
Savina Nadezhda Viktorovna
10
coursesExpert practitioner in the field of retail, building formats and concepts of retail stores. Development of retail design and merchandising standards.
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.
• A sales funnel in Retail is a tool that is simple in theory and complex in practice.
• Referral programs in Retail.
• Buyer retention tools.
• Segmentation of retail store customers.
• Tools for informing and attracting buyers.
• Communication channels with consumers in Retail.
• Expertise of salespeople in retail.
• Innovative business models and services in Retail.
• Artificial Intelligence 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.
Business processes in retail trade
• Technologies and manufacturability criteria.
• What is a business process?
• Types of business processes in retail.
• Organizational structure of a retail company.
• Responsibility matrix.
• Description of business processes, simple notation.
• Product distribution as a business process.
• Calculation of the cost of work flow and optimization of business processes.
• Business processes in the balanced scorecard.
• Performance indicators to evaluate performance results.
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.
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