Page 136 - DMGT553_RETAIL_STORE_MANAGEMENT

Unit 8: HR in Operations

2. Product knowledge: Product knowledge is very important to a retail sales person. He Notes
needs to know the features, prices, qualities and benefits of the product that they are
selling. Details of any after sales service offered must also be known. It is advisable to
possess knowledge of the current market trends and the offerings of the competitors.
Product knowledge, many a times, becomes the key factor affecting the consumer’s decision
to make a purchase.

3. Company policies on returns: The sales person also needs to be aware of the policies on
return and exchanges. This enables the staff to know the manner in which they need to
deal with the customers on these issues.
4. Knowledge of workplace: The staff needs to be aware of the layout of the store and the
merchandise available in various sections. Within the department/section that the
employee has to operate in, he needs to know and understand the manner in which
merchandise has been presented and stocked.
5. Market awareness: This includes awareness of the trends and fashions in the sector to
which the retailer operates. Knowledge of the stores in the same market and the special
features of the competing stores also needs to known. This knowledge helps in
understanding what the customers may be interested in.
6. Personal grooming: The sales person is the face of the organization to the world. An
untidy looking sales person is more likely to alienate customers. Personal grooming at
the retail staff level requires the staff to understand the discipline of the retail shop, the
uniform, shoes, appearance and personal hygiene that is required.

8.1.4 Motivation

Success in retail environment largely depends on the workforce. Given the kind of work hours
and the pressures on performance, the retailer needs staff that is completely motivated. This is
true for person working within the organization as front end sales staff as well as people
working at the back end in the organization.

Did u know?The need to influence people within the organization, to perform the tasks as
needed by the organization has always existed. One the oldest methods used to achieve
this end was called the carrot and stick method. The name evolved from the stubbornness
of donkeys that could only be moved by taunting them with a carrot. Managements often
use economic “carrots” to entice people to work harder.
Over the years, this technique has become a part of our system has created the misconception
that money is always the factor that motivates.
Customer Psychology: Research on human behaviour has allowed psychologists to explain
motivation and develop models which help us in understanding how to get the most out of
people. The key factors that help in motivating people are:
The organization culture
The rewards and recognitions

The monetary benefits
Prospects for growth and job enrichment

LOVELY PROFESSIONAL UNIVERSITY 131