Retail Director - free course from the Russian School of Management, training, Date: December 7, 2023.
Miscellaneous / / December 09, 2023
-Live broadcasts. During which you will receive answers to questions from experts.
-Educational materials. In electronic format with access for 30 days.
-Education document. Upon completion of training, you will receive a document in the standard format established by the state.
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.
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.
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.