Store Operations

Assistant
(Job Role)

Qualification Pack : Ref. Id. RAS/Q0101

Sector : Retail

Textbook for Class IX

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 ISBN 978-93-5292-077-8

First Edition ALL RIGHTS RESERVED

July 2018 Ashadha1940  No part of this publication may be reproduced, stored in a
retrieval system or transmitted, in any form or by any means,
electronic, mechanical, photocopying, recording or otherwise
without the prior permission of the publisher.
PD 5T BS  This book is sold subject to the condition that it shall not, by
way of trade, be lent, re-sold, hired out or otherwise disposed
of without the publisher’s consent, in any form of binding or
© National Council of Educational cover other than that in which it is published.
Research and Training, 2018  The correct price of this publication is the price printed on
this page, Any revised price indicated by a rubber stamp or
by a sticker or by any other means is incorrect and should
be unacceptable.

OFFICES OF THE PUBLICATION

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 Foreword

The National Curriculum Framework–2005 (NCF–2005) recommends

bringing work and education into the domain of the curricular, infusing
it in all areas of learning while giving it an identity of its own at relevant
stages. It explains that work transforms knowledge into experience and
generates important personal and social values such as self-reliance,
creativity and cooperation. Through work one learns to find one’s place
in the society. It is an educational activity with an inherent potential
for inclusion. Therefore, an experience of involvement in productive
work in an educational setting will make one appreciate the worth of
social life and what is valued and appreciated in society. Work involves
interaction with material or other people (mostly both), thus creating
a deeper comprehension and increased practical knowledge of natural
substances and social relationships.
Through work and education, school knowledge can be easily linked
to learners’ life outside the school. This also makes a departure from
the legacy of bookish learning and bridges the gap between the school,
home, community and the workplace. The NCF – 2005 also emphasises
on Vocational Education and Training (VET) for all those children
who wish to acquire additional skills and/or seek livelihood through
vocational education after either discontinuing or completing their
school education. VET is expected to provide a ‘preferred and dignified’
choice rather than a terminal or ‘last-resort’ option.
As a follow-up of this, NCERT has attempted to infuse work across
the subject areas and also contributed in the development of the
National Skill Qualification Framework (NSQF) for the country, which
was notified on 27 December 2013. It is a quality assurance framework
that organises all qualifications according to levels of knowledge, skills
and attitude. These levels, graded from one to ten, are defined in terms of
learning outcomes, which the learner must possess regardless of whether
they are obtained through formal, non-formal or informal learning.
The NSQF sets common principles and guidelines for a nationally
recognised qualification system covering Schools, Vocational Education
and Training Institutions, Technical Education Institutions, Colleges
and Universities.

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 It is under this backdrop that Pandit Sunderlal Sharma Central
Institute of Vocational Education (PSSCIVE), Bhopal, a constituent of
NCERT has developed learning outcomes based modular curricula for
the vocational subjects from Classes IX to XII. This has been developed
under the Centrally Sponsored Scheme of Vocationalisation of Secondary
and Higher Secondary Education of the Ministry of Human Resource
Development.
This textbook has been developed as per the learning outcomes
based curriculum, keeping in view the National Occupational Standards
(NOS) for the job role and to promote experiential learning related to
the vocation. This will enable the students to acquire necessary skills,
knowledge and attitude.
I acknowledge the contribution of the development team, reviewers
and all the institutions and organisations, which have supported in the
development of this textbook.
NCERT would welcome suggestions from students, teachers and
parents, which would help us to further improve the quality of the
material in subsequent editions.

Hrushikesh Senapaty
Director
New Delhi National Council of Educational
June 2018 Research and Training

iv

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 About the Textbook

Retailing has seen a remarkable transformation over the years. Rising

incomes, urbanisation, attitudinal shifts, point towards a certainty of
growth in the future for this sector. The rapid growth in the retail industry
along with the entry of many small and large stores in this area, has led
to the demand for trained personnel for various job roles, such as cashier,
store operations assistant, trainee associate, sales associate, etc.
A store operations assistant, in organised retailing, is responsible for
looking after the overall store operations, such as receiving the goods,
delivering the products, maintaining the required stock levels, providing
customers necessary information appropriately and systematically,
merchandising, logistics and distribution, marketing, procurement/
purchase, and corporate services. The student textbook for the job role
of ‘Store Operations Assistant’ has been developed to impart knowledge
and skills through hands-on learning experience, which forms a part of
the experiential learning. Experiential learning focuses on the learning
process for the individual. Therefore, the learning activities are student-
centred rather than teacher-centred.
The student textbook has been developed with the contribution of
the expertise from the subject and industry experts and academicians
for making it a useful and inspiring teaching-learning resource material
for the vocational students. Adequate care has been taken to align
the content of the textbook with the National Occupational Standards
(NOSs) for the job role so that the students acquire necessary knowledge
and skills as per the performance criteria mentioned in the respective
NOSs of the Qualification Pack (QP). The textbook has been reviewed
by experts so as to make sure that the content is not only aligned with
the NOSs, but is also of high quality. The NOSs for the job role of ‘Store
Operations Assistant’ covered through this textbook are as follows:
1. RAS/N0101-To receive goods in storage.
2. RAS/N0103-To maintain required levels of stock.
3. RAS/N0130-To create a positive image of self and organisation in
the customers’ mind.
Unit 1 of the textbook gives introduction to retailing, discusses the
basics of retailing, organised and unorganised retailing, store and non-
store retailing and Indian and global retailers have also been covered.

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 Unit 2 will help the students learn the procedure of receiving and storing
goods. It covers classification of goods, the procedure for receiving and
dispatching stock to store, storage of goods in retail operations and
process of handling goods. Unit 3 deals with stock levels in storage,
documents required for stock handling, reporting storage space and
handling equipments. Unit 4 focuses on customer service which deals
with customer needs and services, effective customer service, organisation
standards and customer expectation.
P. Veeraiah
Associate Professor and Head
Department of Business and Commerce
PSSCIVE, Bhopal

vi

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 Textbook Development Team

Members
Ch. Satyanarayana, Assistant Professor of Commerce, Nagarjuna
Government College, Nalgonda
G. Narashimhamurthy, Professor and Director (Retd.), Vagdevi Degree
and P. G. College, Hanamkonda, Warangal (Telangana State)
Geeta Tomar, Associate Professor, Faculty of Management, Shri Guru
Sandipani Institute of Professional Studies, Ujjain (M.P.)
Jitendra Sharma, Knowledge Adviser, Impact Educare and Learning
Solutions, Bhopal (M. P.)
Kamran Sultan, Reader, Pandit Jawaharlal Nehru Institute of Business
Management, Vikram University, Ujjain (M. P.)
P. Sugunakar Reddy, Associate Professor, Vagdevi Degree and P. G.
College, Hanamkonda, Warangal (Telangana State)
Ramakar Raizada, Professor (Retd.), Department of Social Sciences
Education, Regional Institute of Education, Bhopal
Rudra Saibaba, Former Principal, Mahatma Gandhi University, Nalgonda,
Principal (Retired), Lal Bahadur College, Warangal
Seema Ghanghas, Master Trainer – Retail Services, World Class Skill
Centre, Vivek Vihar, New Delhi (Govt. of NCT of Delhi)
Shivanagasreenu, Assistant Professor of Commerce, Gopal Rao Patel
Government Degree College Pardi B Road, Bhainsa, District: Nirmal
(Telangana State)
Sunil S. Desai, Lecturer (Vocational), Jagruti Jr. College, Godhinglaj,
Dist. Kolhapur, Maharashtra
Talat Siddique, Vocational Teacher (Retail), Nowboicha Higher Secondary
School, Doolahat, Nowboicha, District- Lakhimpur, Assam

Member-Coordinator
P. Veeraiah, Associate Professor and Head, Department of Business and
Commerce, PSS Central Institute of Vocational Education, (NCERT),
Bhopal

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 Acknowledgement

The National Council of Educational Research and Training (NCERT)

expresses its gratitude to all members of the Project Approval Board
(PAB) and officials of the Ministry of Human Resource Development
(MHRD), Government of India, for their cooperation in the development
of this textbook. The Council acknowledges the contribution of Saroj
Yadav, Professor and Dean (A), Ranjana Arora, Professor and Head,
Department of Curriculum Studies, for their efforts in coordinating the
workshops for review and finalisation of this textbook. The Council also
acknowledges the Review Committee members—Shipra Vaidya, Professor
of Commerce, NCERT, New Delhi, Nitin Tantal, Associate Professor,
Symbiosis University of Applied Science, Indore, Madhya Pradesh and
Vishal Khasgiwala, Associate Professor, Symbiosis University of Applied
Science, Indore, Madhya Pradesh for carefully evaluating and giving
suggestions for the improvement of this book. The Council would also
like to thank Rajesh Khambayat, Joint Director, PSS Central Institute
of Vocational Education (PSSCIVE), Bhopal for providing support and
guidance in the development of this textbook.
Special thanks are due to A. Shankaraiah, Professor (Retd.),
Department of Commerce and Business Management, Kakatiya
University, Warangal for constant encouragement and support during
preparation of the textbook.
The course coordinator P. Veeraiah is acknowledged for his untiring
efforts and contribution in the development of this textbook and for
providing photographs (Figs. 1.1,1.3, 1.4, 1.6, 1.7, 1.8 (a&b), 1.9, 1.10,
1.11, 1.13, 2.2–2.10, 2.12, 2.14–2.17, 3.1–3.3, 3.9, 3.10, 3.12–3.24, 4.1–
4.9), the images other than these have been sourced from the Creative
Commons License, and we are also thankful to Geeta Tomar, Consultant,
Department of Business and Commerce, PSSCIVE, Bhopal, for helping
in developing this textbook.
The Council also acknowledges the copy editing and valuable
contribution of Shilpa Mohan, Assistant Editor (Contractual), Garima Syal,
Proofreader (Contractual), and Sanjeev Kumar, Copy Holder, Publication
Division, NCERT, in shaping this book. The sincere efforts of Pawan
Kumar Barriar, DTP Operator, and Nitin Kumar Gupta, DTP Operator
(Contractual), Publication Division, NCERT are also duly acknowledged.
The Council is grateful to the Ministry of Human Resource Development
for the financial support and cooperation in realising the objective of
providing a quality textbook for the Indian vocational students.

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 Contents
Foreword iii
About the Textbook v
Unit 1: Introduction to Retailing 1
Session 1: Basics of Retailing 2
Session 2: Organised and Unorganised Retailing 6
Session 3: Store and Non-store Retailing 10
Session 4: Indian and Global Retailers 18
Unit 2: Receiving and Storage of Goods 24
Session 1: Classification of Goods 25
Session 2: Procedure for Receiving and Dispatching Stock 30
to Stores
Session 3: Storage of Goods in Retail Operations 37
Session 4: Process of Goods Handling 44
Unit 3: Stock Levels in Storage 49
Session 1: Stock Levels in Retail Stores 49
Session 2: Documents Required for Stock Handling 54
Session 3: Reporting Storage Space 62
Session 4: Handling Equipment 67
Unit 4: Customer Service 73
Session 1: Customer Needs and Service 74
Session 2: Effective Customer Service 80
Session 3: Organisation Standards 84
Session 4: Customer Expectation 88
Answer Key 93
Glossary 99
Further Readings 101

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Prelims.indd 10 7/17/2018 10:47:47 AM
 Introduction to
1 Retailing

The retail industry secures the fifth position as

an industry and is the second largest employer
after agriculture, providing bright and exciting job
opportunities in India.
Retail business is undergoing rapid transformation
in its marketing practices. Till a few years ago, we bought
most of the daily use products from small shops in
our neighbourhood or a nearby market. Generally, the
shopkeepers sell goods—either individually as a sole
proprietor or with the help of a few assistants. In the last
few years, however, the concept of large departmental
stores and malls has come up, which also provide the
same products.
Today, supermarkets, departmental stores,
hypermarkets, malls and non-store retailing like
multilevel marketing and telemarketing, have replaced
or co-exist, transacting with the traditional retail
businesspersons, such as hawkers, grocers and
vendors, etc. There are various levels at which retail
businesses operate—ranging from small, owner-
operated and independent shops to those in the national
and international market.
An increase in income levels and the need for new
products and services, a rise in standard of living,
competition in the market and increasing consumption
patterns of customers have contributed to the demand
for creation of these type of stores.

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 Notes This unit will focus on various aspects of retailing.
The first session covers the basics of retailing, the
second session deals with organised and unorganised
retailing, the third explains store retailing and non-
store retailing, and the fourth session discusses the
duties of a retail cashier and also discusses the Indian
and global retailer.

Session 1: Basics of Retailing

Concept of retail
Retail is a business deal in which the seller sells small
quantities of goods to the customers as per their needs.
A retail store is a retail business enterprise which
primarily deals with sales volume in retailing.
In easy terms, the function of retailing is to sell
products to final consumers by an individual or a firm.

Functions of retailer
The retailer provides the products and services that the
customer needs, in the required quantity, at the right
place and time. This activity of the retailer creates value
addition or utility to the customers. Do you know, there
are four basic functions of the retailer:
(i) Breaking bulk into smaller quantities­­ : To reduce
the cost of long distance transportation, producers
ship the goods in large quantities; the middlemen,
including the retailers, open these large packages
and make the product available in much smaller
quantities to the consumers, as per the needs.
(ii) Providing product and service information to
customers: The retailer or salesperson is an
important source of information, especially about
the features and working of the different brands
available. The salesperson has knowledge about
the product being sold.
(iii) Providing customer services: Retailers provide
various services to their customers. These may
include­­—free home delivery, gift wrapping, credit
facility and after-sales services.

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 (iv) Creating a convenient, comfortable and pleasant Notes
shopping experience for consumers: The aim
of the retailer is to provide products required
by the consumer, conveniently. This creates
place utility. Also, the number of customers
increases when the environment inside the
retail stores is friendly and pleasant. Playing
soft music, proper lighting, creating a larger
space for movement, courteous and well-dressed
employees, etc., create a positive environment for
the customers.
(v) Providing feedback to producers about customer
needs: With their first hand interaction with the
customers, retailers have a good understanding
of the customers’ needs. This information, in the
form of feedback can greatly contribute to product
improvement by producers.

Essential requirements of retailers

A retailer should:
• establish the shop in a place where customers are
attracted.
• stock the goods which are needed by the customers.
• competitive in price and quality of goods to be sold.
• financially sound.
• be cautious of over-stocking or under-stocking of
goods.
• be up-to-date with trends in the market and its
position.
• ensure window display and counter display to
promote sales.
• always be accessible to the customers.

Retailer’s services to the customers

• Selling of goods in little quantities as per their need,
at reasonable prices.
• Meeting the consumer demand and make available
the required stock.
• Providing the consumer-necessary information for
buying goods.
• Guiding replacement conditions for the damages.
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 Notes • Displaying and demonstrating goods to attract the
customers.
• Offering credit facility to the regular and reliable
customers.
At this point, it is necessary to understand the term
wholesaler. A wholesaler is an important intermediary
in distribution channels. Wholesale means selling of
goods for business use or for resale purpose. In other
words, wholesalers resell goods to retailers, not to the
consumers. Normally, wholesalers sell large quantities.
The wholesaler acts as a link between the manufacturer
or the producer, and the retailer.

Activity 1
Visit a retail store for studying various sections and basic
functions of a retailer.
Materials Required
Notebook, pen or pencil and check list
Procedure
1. Prepare a check list for the points of observation or study,
and give it to the students.
2. Divide the student into groups as per the class strength.
3. Reach the store as per schedule.
4. Interact with the shopkeeper or the executive. Greet
him/her and enquire:
(a) Type of products and services offered for sale;
(b) Who are their potential customers?
(c) Departments or sections in the retail outlet; and
(d) Degree of customer satisfaction.
5. Meet one or two customers present in the shop. Greet
them and enquire about:
(a) The basic functions that a retailer performs.
(b) Their level of satisfaction.
(c) Suggestions they would like to offer for improving the
quality of buying and selling.
6. Note all the observations, discuss with friends and finalise
the report.
7. Confirm with the executive.
8. Prepare report and submit to the subject teacher.

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 Check your Progress Notes

A. Fill in the Blanks

1. The function of retailing is to sell products and services to
the final __________________ by an individual or a firm.

2. The _____________________ has to be well informed about the

product being sold.

3. The main aim of the retailer is to provide products

required by the consumer conveniently, this creates place
_______________________.

4. This information in the form of ________________ greatly

contributes to product improvement by the producers.

5. Selling of goods to consumers in small quantities as per their

need at ________________________ prices.

6. Wholesalers act as a link between _________________ and the

retailer.

B. Multiple Choice Questions

1. The purpose of retail business is to__________________
(a) go for partnership
(b) make maximum promotion
(c) extend to other localities
(d) selling goods to customer
2. A retail store deals primarily with sales ____________________
in retailing.
(a) volume
(b) location
(c) places
(d) value
3. The term ‘wholesale’ means the selling of goods for business
use or for ________________ purpose.
(a) sale
(b) resale
(c) post sale
(d) None of the above

C. State whether the following are True or False

1. The term ‘retailing’ refers to a business deal in which the
seller sells in large quantities as per the need of the customer.
2. This activity of the retailer does not create value addition or
utility for customers.
3. Wholesalers resell merchandise to retailers and not to the
consumers.

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 Notes 4. Information in the form of feedback can greatly contribute to
product improvement by consumer.
5. A wholesaler acts as a link between the manufacturer or
producer, and the retailer.

D. Short Answer Questions

1. What do you understand by the term ‘Retail’?
2. Which activities of the retailer creates value addition or
utility to the customers?

E. Long Answer Questions

1. What are the essential requirements of a retailer?
2. List down the retailer’s services to the customer.

F. Check your Performance

1. Prepare a chart on the basic functions of a retailer.
2. How would you collect information from a kirana shop?
3. Demonstrate the essential requirements of a retailer.
4. Identify the services offered by a retailer to the customers.

Session 2: Organised and Unorganised

Retailing
The retail sector is undergoing a rapid growth in India.
Earlier, customers used to purchase goods from kirana
shops, mobile vendors or the mandis. Gradually, with
a development in standard of living there has been a
rise in the retail sector with more departmental stores
coming into existence. This reform in the retail sector
has led to the beginning of an organised sector. The
retail industry is made up of two parts—organised and
unorganised retailing.
Unorganised retailing is run as a small family
business like kirana stores (Fig. 1.1). The features of
small family business are :
• Lack of adequate infrastructure
• Lack of modern technology
• Lack of funding

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 • Lack of skilled manpower
Unorganised retailing
includes retail units which are
not registered by any legal or
statute body and which are
not maintaining accounts on a
regular basis. The unorganised
sector is small in size and mostly
scattered. It has no fixed place
for operations. The unorganised
sector includes traditional units
like haats, mandis, melas or
kiranas and paanwalas, others, Fig.1.1 Unorganised Retailing
such as fruit sellers, vegetable
sellers, cobbler, etc.
Organised retailing is running a business in a
systematic and scientific manner (Fig. 1.2). Organised
retailing has remarkable benefits
for consumers and has potential
for employment generation and
overall growth of the country’s
GDP.
In organised retailing, all the
items are kept under a single roof
and a large number of brands
and variety of products are also
available in one place. Organised
retail deals with multiple retail
formats, which is typically a
multi-owner chain of stores run
by a professional management Fig. 1.2 Organised Retailing

group.
Today, organised retailing is characterised by
comfort, style and speed. It offers the customer more
variety, convenience and comfort, along with retailing.

Difference between organised and

unorganised retail
The difference between organised and unorganised
retail has been highlighted in Table 1.1

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 Table 1.1 Difference between organised and unorganised retail

S. No. Particulars Organised Retail Unorganised Retail

1. Variety of Items Large Few
2. Size of Retail Outlet Very Large Very Small
3. Size of Employees Very Large Very Less
4. Capital Requirement Very High Very Low
5. Terms of Employment Regular, Assured & within Small, Scattered and Not
Control of Government in Control of Government
6. Style Corporate Sole Trading
7. Network of Retailer Vast and Operates through Confined to a Particular
a Number of Branches Locality in a Single Unit
8. Retail Sales Large Quantity Small Quantity

Activity 1
Visit retail shops for understanding the unorganised and
organised formats.
Materials required
Pen or pencil, notebook and checklist.
Procedure
1. Prepare a list of the points to be checked in both outlets and
give it to the students.
2. Group the students as per needs.
3. Reach the stores as per schedule.
4. Greet and interact with the executive or the shopkeeper.
Collect information from them on the
• variety of items kept for sale.
• size of business.
• number of workers employed.
• capital invested.
• terms of employment.
• style of business.
• network.
• sales volume.
5. Note down all the observations, discuss with the friends and
finalise.
6. Confirm with the executive or shopkeeper.
7. Prepare a report and submit to the subject teacher.

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 Notes
Activity 2
Prepare a chart to distinguish between organised and
unorganised retail business
Materials required
Pen or pencil, notebook, sketch pens, chart papers and colours.
Procedure
1. Ask the students to sit in groups.
2. Distribute the materials.
3. Ask them to prepare a chart in a creative way showing the
differences between the organised and unorganised retailers
based on the facts emerging from their visit.
4. Display charts in the class or lab.

Check your Progress

A. Fill in the Blanks
1. Unorganised retail is characterised by _______________ .
2. The Paanwala or kirana shop comes under _______________
retailing.
3. Large numbers of brands are provided in _______________
retail outlets.
4. All items are _______________ under one roof in organised
retailing.

B. Multiple Choice Questions

1. Under organised retailing, the most common feature is
_________________
(a) number of brands and products are large
(b) purchases are on credit basis
(c) few employees exist
(d) All (a), (b) and (c)
2. Unorganised retail is mostly confined to a _________________.
(a) particular locality
(b) different branches
(c) chain of stores
(d) None of the above
3. The capital requirement is high in ____________________.
(a) unorganised retail
(b) organised retail
(c) Both (a) and (b)
(d) None of the above

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 Notes 4. The unorganised retail units operate on the basis of­­­­­­­­­
__________________
(a) partnership
(b) sole-trader
(c) chain stores
(d) All of the above

C. Short Answer Questions

1. Which type of retail deals with multiple retail formats?
2. Comfort, style and speed, how have these changed the
business?

D. Long Answer Questions

1. Which reform in the retail sector has led to the beginning of
an organised sector?

E. Check your Performance

1. Role-play to demonstrate the activities and procedure of

organised and unorganised retail outlet.

Session 3: Store and Non-store Retailing

In India, a variety of retail stores exist to deliver
different products to the end consumers.
Retailing can be classified as store and
non-store retailing.

Store retailing
When the goods and services are sold from a physical
place or store, it is called store retailing. The basis
of classification of store retailing is ownership and
merchandise offered.

On the basis of ownership

(a) Independent retailer: A person (Fig. 1.3)
who owns and operates with family members
or assistants. He/she has direct contact with
the customers. For example, the local baniya/
kirana store owner and the paanwala. He/she
decides the retail strategy depending on the
store location and product mix.
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 Fig. 1.3 Independent Retailer

(b) Chain retailer or corporate

retail chain : When a
significant number of outlets
are operated by a single owner,
it is called a retail chain
(Fig. 1.4). Chain retailers
are offered the same type of
products, store environment,
and sales promotions. For
example, Reliance, Bata, Arrow,
Fig. 1.4 Chain Retailer or Corporate Retail Chain
Louis Philippe, Food World, etc.
(c) Franchising: A franchise (Fig.
1.5) is a legal contract between
a company (franchiser) and the
store owner (franchisee), which
allows the store owner to conduct
business under an established
name. For example, McDonald’s,
Pizza Hut, Van Heusen, etc.
(d) Consumer cooperatives: A
consumer cooperative (see Fig.
1.6) is a retail store operated by
member customers. This type Fig. 1.5 Franchise Operations Source: goo.gl/ETDrh1
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 arises largely because of dissatisfied
consumers whose needs are
not fulfilled by existing retailers
For example, Apna Bazaars in
Mumbai, etc.

Based on merchandise offered

(a) Convenience stores: These are
small-sized stores located in
residential areas (Fig. 1.7). They
are open for long hours and offer
a limited line of convenience
Fig. 1.6 Consumer Cooperative Store
products like eggs, bread, milk,
vegetables, etc.
(b) Supermarkets: Supermarkets
(Figs. 1.8 [a] and 1.8[b]) are large
retailing stores selling a huge variety
of consumer products, mostly
food, items of household use and
grocery with a low marginal gain.
It operates on a self-service style,
but has a high turnover. It offers
minimum services and operates on
Fig.1.7 Convenience Store the cash and carry basis.

Fig. 1.8(a) Supermarket Fig. 1.8(b) Supermarket

(c) Hypermarkets: A hypermarket (Fig. 1.9) is a

combination of a supermarket and a general
merchandise store.

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 It is a very large store
typically at destination
locations. They are designed
to attract customers from a
significantly large area with
their low price offers, unique
range and other offers. It
follows the self-service style.
(d) Specialty stores: A store
specialising in one type of
products (merchandise) or
single line of goods (furniture,
jewellery, household, consumer
Fig. 1.9 Hypermarket
electronics, sports, domestic
appliances, etc.) is termed as
a specialty store (Fig. 1.10).
(e) Departmental stores:
Departmental stores (Fig. 1.11)
are those stores offering a
variety of goods under a single
roof, located in central places
or a busy locality. It requires
capital to maintain different
departments and huge stock
of goods. The profit or loss
is calculated on the entire
stock. It is a combination of Fig. 1.10 Specialty Store
decentralised buying and
centralised selling. They
establish restaurants inside
these stores and also provide
home delivery services.
(f) Catalogue showrooms:
Catalogue retailers (Fig.
1.12) usually specialise in
hard goods (houseware,
consumer electronics,
etc.). A customer visits
the showroom and makes
his/her choice of the Fig. 1.11 Departmental Stores

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 products using the catalogue
mentioning the code number of
the item.

Non-store retailing
When the goods and services are sold
without a physical place or store, it is
called non-store retailing. Non-store
retailing adopts a direct relationship
with the consumer. The classification
of non-store retailing is direct personal
contact and direct response marketing.
Fig. 1.12 Catalogue Showrooms Source: goo.gl/iuNdwk
Direct personal contact
Direct selling is making a face-to-
face (direct) contact with the end
consumer (Fig. 1.13). For example,
cosmetics, jewellery, home appliances,
educational materials, nutritional
products, etc.
This type of retailing follows the
party plan or the multilevel network.
They display and demonstrate on
inviting to a party or customers act
like master distributors appointing
their customers on commission basis.
Fig. 1.13 Direct Personal Contact Approach
Direct response marketing
The customer becomes aware of the
products/services offered through
non-personal media such as mail,
catalogues, phones; television or the
Internet is called direct response
marketing. It includes various forms of
communication with the consumers like:
(a) Mail order retailing: In retailing
customer database is used to
develop target catalogues to
customers.
Fig. 1.14 Television Shopping Source: goo.gl/PKLK7a
(b) Television shopping: In this
kind of retailing, the product is
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 promoted on television with the product features,
price, and guarantee or warranty.
Phone numbers are provided for different
cities where the products can be ordered from,
and home-delivered. For example, Telebrands, a
programme which usually presents fitness and
health products. Fig.1.15 E-shopping

(c) E-shopping : This format allows the customer to

evaluate and purchase comfortably from his/her
home through the websites using the Internet
(Fig. 1.15). The products are delivered after online
payment.
(d) Telemarketing: Telemarketing (Fig. 1.16)
is the communication with customers
through telephone, to promote products or
services. The company executive contacts
customers at a time that is convenient
to them. Most companies give their toll-
free numbers for customers to contact
them. For example, banks selling credit
cards, educational institutions seeking Fig. 1.16: Telemarketing in India
admissions. Source: goo.gl/oc8pLD

Differences between store retail and

non-store retail
The difference between store and non-store retail has
been given in Table 1.2.
Table1.2: Differences between store and non-store retail
Store Retail Non-store Retail
1. Goods and services are sold from a 1. Goods and services are sold without a
physical place or store. physical place or store.
2. The basis of classification is ownership 2. The basis of classification is direct personal
and the merchandise offered. contact and direct response marketing.
3. It adopts an indirect relationship with the 3. It adopts a direct relationship with the
consumer. consumer.
4. Customer visits the showroom and makes 4. The customer becomes aware of the
his/her choice of the products. products or services offered through a non-
personal medium, like mail, catalogues,
phones, television or the Internet.

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 5. The retailer arranges the products. 5. Most companies give their toll-free
numbers for customers to respond and
send the products to their home.
6. Multiple channels are involved. 6. Direct to customer
7. Offers shown visually in stores or 7. Offers shown through Internet/online
marketplace.
8. Retailers responsible for exchange of the 8. E-retailer responsible for exchange of the
products. products.

Activity 1
Prepare a Model/Chart on store and non-store retailing.
Materials required
Chart paper, Thermocol, glue, sketch pen, pencil, eraser, glue
stick.
Procedure
1. Divide the class into two groups.
2. One group should be given the topic of store retailing and the
other group should be given the topic of non-store retailing.
3. Now ask the students to prepare charts on the given topics.
4. Explain the charts in the class.
5. Display the charts at an appropriate place in the class or
laboratory.

Check your Progress

A. Fill in the Blanks

1. When a significant number of outlets are operated by a single
owner, it is called a __________________.

2. A franchise is a contract between __________________ and the

store __________________.

3. Hypermarket is a combination of __________________ and

__________________ store.

4. __________________ offers minimum services and operates on

cash and carry basis.

5. In a __________________, profit or loss is calculated on the

entire stock.

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 B. Multiple Choice Questions Notes
1. The independent retailer operates his business with
__________________.
(a) partners
(b) professionals
(c) few locals/ family members
(d) None of the above
2. Corporate retail chain is also called __________________.
(a) franchise
(b) chain retailer
(c) independent retailer
(d) None of the above
3. Specialty stores have very clearly defined __________________.
(a) producers
(b) competitors
(c) target market
(d) Both (a) and (b)
C. State whether the following are True or False
1. A store specialising in a particular type of merchandise is
termed as a departmental store.
2. When the goods and services are sold from a physical place
or store, it is called store retailing.
3. Retailers who usually specialise in hard goods are known as
catalogue retailers.
4. Communicating with the customers through the telephone
comes under E-shopping.
5. Purchasing goods through websites using the Internet is a
part of E-shopping.

D. Short Answer Questions

1. Who is an independent retailer?
2. What is franchising?
3. What is a supermarket?
4. What is a departmental store?
5. What is television shopping?

E. Long Answer Questions

1. How do you classify store retailing?
2. Departmental stores are a combination of decentralised
buying and centralised selling. Explain in detail.

F. Check your Performance

1. Demonstrate the store selling procedure.

2. Demonstrate the non-store retailing procedure.

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 Session 4: Indian and Global Retailers
The Indian population’s purchasing power is increasing
with an increase in income, and this has led to an
increase in the number of retail outlets. There is a
great opportunity for retail players, such as Tatas
(Tata Trent), RPG Group (Food World, Music World
and Health & Glow), ITC (Life Style), Rahejas (Shoppers
Stop), Hiranandani (Haike) in various urban and semi-
urban areas.

Some of the leading Indian retail groups/

chains
Some of the leading groups operating in the country are
as given below.

Aditya Birla Fashion and Retail

Limited (Pantaloons)
Aditya Birla Fashion and Retail Limited
(Pantaloons) mainly deals with clothing,
leather products and footwear. It has
about 130 retail stores in India (Fig. 1.17).

Future Retail
Future Retail is the flagship company
Fig. 1.17 Pantaloons Outlet of Future Group, India’s retail pioneer
catering to the entire Indian consumption
space. Future Retail Limited focuses on the large sized,
value department stores and small neighbourhood store
chains that include, Big Bazaar, Big Bazaar GenNext,
HyperCity, fbb, Easyday, Foodhall, eZone, Foodworld,
WH Smith and Heritage. Future Retail has about 570
retail stores all over India.

Reliance
Reliance retail is a subsidiary company of Reliance
Industries Limited. Founded in 2006 and based in
Mumbai, it is the largest retailer in India in terms
of revenue. Its retail outlets offer foods, groceries,
apparel and footwear, lifestyle and home improvement
products, electronic goods, and farm implements and

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 Fig. 1.18 Reliance Retail

inputs. The Company’s outlets also provide vegetables,

fruits and flowers. Reliance retail focusses on consumer
goods, consumer durables, travel services, energy,
entertainment and leisure, and health and well-being
products, as well as on educational products and
services (Fig. 1.18).

Shoppers Stop
Shoppers Stop Limited is a retail company, owned by
the K Raheja Corp Group. There are 83 stores across
38 cities in India, with clothing, accessories, handbags,
shoes, jewellery, fragrances, cosmetics, health and

Fig. 1.19 Shoppers Stop

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 Notes beauty products, home furnishing and decor products.
The Company operates three business segments—Retail
operations, Property options and others (Fig. 1.19).

Trent Limited
Trent is the retail hand of the Tata group. Started in
1998, Trent operates Westside, one of the many growing
retail chains in India based in Mumbai, Maharashtra,
and Landmark, a bookstore chain with brick and mortar
stores in various locations of India. The company has
retail stores in 42 major Indian cities under the Westside
brand. Trent also operates the hypermarket Star Bazaar
in eight Indian cities (Fig. 1.20).

Fig. 1.20 Westside Outlet

V-Mart Retail Limited

V-Mart Retail Limited worked as value-for-money
retail segment as the first retail store in Gujarat in
2003. In 2006, the name was changed to V-Mart Retail
Pvt. Limited. V-Mart stores offer apparels, general
merchandise and kirana goods. They have 179 stores
across 149 cities in 14 states and union territories.

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 Global retail Notes
Globally, retailing is a huge and highly regulated sector
(Table 1.3). Global retailers also find opportunities in
different countries with strong and emerging markets,
such as China and India. Rising GDP growth, burgeoning

Fig. 1.21 Global Retail

population, greater disposable income, and increasing

consumer spending are combining to drive the Global
Retail industry and opportunities for retail segment
players (Fig. 1.21).
Table 1.3 Top 10 Global Retailers

S. No. Company Country of Origin

1. WalMart USA
2. Costco USA
3. Kroger USA
4. Walgreen USA
5. Tesco UK
6. Carrefour France
7. Amazon.com USA
8. Metro Germany
9. The Home Depot USA
10. Target Corporation USA

Source: Investopedia
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 Notes Two types of retailing exist worldwide: (i) physical
retailing, done via retail store or retail outlets like
Reliance, Big Bazaar, V-Mart, etc., and (ii) e-retailing
like Amazon, Snapdeal, Flipkart, etc. Physical and
e-retail work in concert. A retail brand's strong digital
presence drives brick and mortar sales and vice versa.
When different media and transactional channels
work in harmony, the brand is more relevant. When
any aspect is unremarkable or creates friction, the
brand suffers.

Activity 1
Visit Indian and global retailers in a mall.
Materials required
Pen/Pencil, Notebook, Checklist
Procedure
1. Make a group of five students and ask them to visit a retail
store.
2. Meet the retail store manager and greet him/her.
3. Tell the purpose of the visit and take permission for visiting
the retail store.
4. Differentiate between Indian and global retailer based on
manufacturing of products and origin of product.
5. Visit three retail stores around your school or home.
Fill in the information in the Table given below:

S. Name of Name of the Items Type of Types of

No. the Store being Sold Store Retailers
1.
2.
3.

6. Also prepare a report and submit it to the subject teacher.

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 Check your progress Notes
A. Fill in the Blanks
1. ____________ is the largest growing retail store and revenue
generator.
2. Shoppers stop ____________ is a retail company.

B. Short Answer Questions

1. Differentiate between Indian and global retailers.
2. List out the major players among Indian retailers.
3. Name the top five global retailers.

C. Check Your Performance

1. Write the names of five Indian retail stores.
2. Write the names of five global retail stores.

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 2 Receiving and
Storage of Goods

Introduction
Product classification helps the retailers to focus on
the consumers’ buying behaviour. The retail businesses
use the consumers’ buying behaviour for designing the
marketing strategies to increase the sale of goods.
The types of products, and how the firms buy these
goods is equally important as the firm classifies these
products and develops the marketing campaigns for
increasing the sales.
In the retail industry, the store operations assistant
has the knowledge of processing the goods at the retail
store. Generally, a manual is prepared by the retail store
highlighting the procedures and policies for receiving
and delivering goods. These procedures and policies are
usually common for all stores.
The store operations assistants should check their
store’s policy for receiving and delivering goods.
All type of businesses, especially retail stores, must
store goods safely, as well as ensure that the firm
fulfils the legal duty to protect the health and safety
of those affected by their business. The right approach
to storage can also help firm owners in reducing
pollution, unnecessary wastage and other costs.
This unit has been divided into four sessions. The
first session is devoted to classification which includes

Unit 2.indd 24 09-03-2021 14:57:32

 consumer goods, the second session covers the procedure
for receiving goods in retail operations, the third session
deals with storage of goods received, and the fourth
session explains the process of handling goods.

Session 1: Classification of Goods

Meaning of goods
Goods are bundle of utilities, which are inherently
useful and relatively scarce tangible item, such as
article, commodity, merchandise, material, supply, Convenience
wares, produced from agricultural, manufacturing, Goods
construction or mining activities. In terms of economics,
it is called commodity. Shopping
There are two kinds of goods—economical Goods
and free goods. Goods that can be obtained
Specialty
with money are called economical goods Goods
and goods which are freely available are Consumer
called free goods. Goods
Durable
Goods
Types of goods
There are two types of goods Semi-durable
Goods
which are dealt with in
retail operations—consumer
Types of Non-durable
goods and industrial goods Goods Goods
(Fig. 2.1)
Materials and
Consumer goods Parts
Consumer goods are those
which are ready for consumption Capital
Goods
by consumers, such as clothing Industrial
or food (Fig. 2.2[a], 2.2[b], 2.2[c], and Goods
2.2[d]). Supplies
Further, the types of consumer goods have
been classified below: Industrial
(a) Convenience goods: Goods which are easily Services
available to the consumer, without any extra effort
Fig. 2.1 Types of Goods
are called convenience goods. These goods are
consumed regularly and purchased frequently. For
example, Fast Moving Consumer Goods (FMCG),
such as food, confectionaries, milk, etc.
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 Fig. 2.2 (a) Consumer Goods Fig. 2.2 (b) Consumer Goods Fig. 2.2 (c) Consumer Goods

Convenience goods can be classified into Staple

Goods and Impulse Goods.
(i) Staple goods: Goods which fulfill the customer’s
basic needs are called staple goods. For example,
bread, butter, milk, sugar, etc.
(ii) Impulse goods: Goods which are bought without
prior planning are called impulse goods. For
example, chocolates, soft drinks, wafers, etc.
(b) Shopping goods: Shopping goods are not
purchased or consumed as frequently by
consumers as convenience goods. Shopping goods
are expensive and semi-durable in nature. For
example, clothes, footwear, televisions, radio,
Fig. 2.2 (d) Consumer Goods home furnishings, jewellery, etc.
(c) Specialty goods: Goods which are unique,
unusual, and special are called specialty goods.
For example, antique goods, high and luxury
automobiles, wedding dresses, etc.
(d) Unsought goods: Goods that are available in the
market but the customers do not know about them
or do not think of buying them unless needed, are
called Unsought goods, such as insurance.
Apart from the above mentioned, retail goods are
also classified into durable, semi-durable and non-
durable goods.
(a) Durable goods: Goods which need not be purchased
frequently as they are made to last for a longer
period of time are called durable goods (Fig. 2.3).

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 Fig. 2.3 Durable goods Fig. 2.4 Semi-durable Products

(b) Semi-Durable Consumer Goods: Goods

that do not last for a very long time are
called semi-durable goods (Fig. 2.4). For
example, clothes, furniture, footwear,
jewellery, home furnishings, etc.
(c) Non-Durable Consumer Goods: Goods
which are for immediate consumption and
are perishable in nature are called non-
durable goods (Fig. 2.5[a] and 2.5[b]). For
(a)
example, vegetables, fruits, milk, bread,
etc.

Industrial goods
A retail organisation buys goods for further
production or use in business, these are called
industrial goods. Industrial goods are not for
(b)
ultimate consumption but are components used
Fig. 2.5 (a) and (b) Non-durable
by industries or firms for producing finished Products
goods (Fig. 2.6[a], 2.6[b] and 2.6[c].
These can be divided into three parts—
Materials and Parts, Capital Items, Supplies
and Industrial Services.
(a) Materials and parts: It is the basic unit
of industrial production. It is used for
producing finished goods.
(b) Capital goods: Capital goods make the
functioning of an organisation smooth. For
example, office accessories.
Fig. 2.6 (a) Industrial Products

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 Fig. 2.6 (b) Industrial Products Fig. 2.6 (c) Industrial Products

(c) Supplies: Supplies meet the day-to-day operation

but do not become a part of the finished product.
(d) Industrial services: Industrial services are used
in running a business smoothly. Industrial services
can be available internally and externally, such as
maintenance services, repair services, machinery
repair and business advisory services.

Activity 1
Chart out consumer goods from allotted goods.
Materials required
Allotted goods, boxes for allotment of goods.
Procedure
1. Divide students into different groups.
2. Provide allotted goods and relevant boxes for separation to
each group.
3. Ask each group to separate the consumer goods from the
allotted goods.
4. Put the separated goods into relevant boxes.
5. Ask each group to separate the convenience, shopping,
speciality, durable, semi-durable and non-durable goods.
6. Put the separated convenience, shopping, speciality, durable,
semi-durable and non-durable goods in relevant boxes again.
From this practical exercise students should understand the
different types of goods.

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 Check your Progress Notes

A. Fill in the Blanks

1. ____________ are bundle of utilities, which are inherently
useful and relatively scarce tangible item.

2. Goods that are scarce are called ____________ goods.

3. There are two types of goods, Consumer and ____________.

4. Convenience goods can be classified into Staple Goods and

____________ Goods.

5. Retail organisation buys goods for further ____________ or

use in business.

6. Goods which are unique and special are called as ____________

consumer goods.

B. Multiple Choice Questions

1. Goods means tangible item, such as
a) article
b) commodity
c) material
d) All (a), (b) and (c)
2. Consumer goods refer to those which are meant for ultimate
consumption of
a) wholesaler
b) consumer
c) manufacturer
d) None of the above
3. Industrial goods includes
a) material and parts
b) capital items
c) supplies
d) All (a), (b) and (c)
4. Industrial services include
a) maintenance services
b) repair services
c) machinery repair and business advisory services
d) All (a), (b) and (c)

C. State whether the following are True or False

1. Goods mean intangible items.

2. Consumer and industrial are type of goods.
3. Convenience goods means fast moving consumer products.
4. Goods which do not have long life and usage are called
durable goods.
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 Notes 5. Clothes are not semi-durable consumer goods.
6. Capital items consist of office accessories.

D. Match the Columns

Column A Column B
1. Goods A Intangible
2. Supply B Ultimate consumption
3. Consumer Goods C Converted into finished
goods
4. Industrial Goods D Demand
5. Service E Tangible Item

E. Short Answer Questions

1. Goods are relatively scarce tangible item. Why?
2. What are the types of consumer goods?
3. What do you understand by staple convenience consumer
goods?
4. What are semi-durable goods?
5. What are shopping goods?

F. Long Answer Questions

1. Industrial services help in running the business smoothly.
Explain?
2. Which are the important components of industrial? Explain.
3. Explain Specialty Consumer goods?
4. Define goods and also explain the different types of goods?
5. How are impulse goods different from unsought goods?

G. Check Your Performance

1. Sort out consumer durable goods, non durable goods and
convenience goods from among the goods allotted by the
teacher.

Session 2: Procedure for Receiving and

Dispatching Stock to Stores
Every retail store should have a receiving area to receive
the goods. When the goods arrive at the back office
of a retail store, they may be packed in containers,
cartons, crates or others, while some goods may be on
hangers and pallets. Receiving goods should be done
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 very carefully and quickly (Fig. 2.7). A retail
store operation assistant must have numeracy
skills to handle the goods carefully. He/she
must know the consequences of inaccurate and
incorrect records of receiving and dispatching
goods.
The main function of retailing is to receive
goods from the supplier. A retail store operation
assistant along with other employees should
follow the standard procedure of receiving as
followed by the retail store.
The receiving process for goods may vary
from store to store and also vary with the nature
of the product. Discussed below are some of the
broad functions of the receiving section of a
retail store:
• Receive incoming materials
• Physically check received material
• Arrange for speedy and proper inspection
• Raise goods inward note
• Notify the user departments about availability Fig. 2.7 Receiving Goods at
or non-availability of materials required by Back Office
them
• Inform the purchase section regarding excess supply,
shortage or defective supply
• Deliver material to appropriate places for storage
• Prepare record keeping

Procedure required for receiving goods

The procedure required for receiving goods includes:
• identifying goods for the retail store.
• checking goods ordered for the retail store.
• confirming the dispatch of goods.
• receiving goods with order and invoice.
• checking the quantity of goods, description about the
goods and quality of container.
• thorough checking of goods before the invoice is
signed.
• following the standard provision for the process of
receiving goods.

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 Notes • ticking the goods received correctly against the
invoice and their immediate placement on the selling
floor.
• allocating pre-sold goods for earliest possible delivery.
• confirming the number of cartons to match the
quantity mentioned in bill of lading/invoice.
• examining containers for signs of damage including
broken seals, leaks or tears.
• verifying weight of goods received.
• marking the Delivery slip according to the goods.
• rejecting and informing the supplier about damaged
or incorrect goods.
• making arrangements for repairing or replacing
damaged goods.
Procedure required for dispatching goods
The stores operations assistant has to follow a procedure
for dispatching goods to the store floor. The Store
Assistant should:
• be careful with paperwork.
• ensure that correct goods are dispatched.
• dispatch goods correctly in terms of quantity,
description and quality to the store floor.
• avoid dispatching damaged products to the store
floor.
• ensure correct packaging while dispatching the
products.
• build confidence among the dispatching staff and
ensure that they correctly handle the equipment to
reach the products.
• daily record the goods dispatched and inform higher
authority.
• maintain the entire paperwork correctly with
evidences.
It is the store executive’s responsibility to ensure that
the store operations assistant looks after the receiving
and dispatching formalities. The process adopted in
receiving goods differs from store to store.

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 Refusal procedure in relation to type of goods
delivered
When the goods arrive for delivery, they should be
perfect in all aspects like the seal should not be
broken, and the container should not be torn or leaking
(Fig. 2.8). If the delivery executive is in a hurry and
cannot wait, then he/she should write ‘unchecked’ and
sign. If the package looks damaged, the executive can
deal in two ways.
1. Refuse to take the product.
2. Accept the product, make the delivery executive
aware about the damaged goods and sign the
delivery note, writing damaged on delivery
paperwork.
In both the ways, the retailer should call the supplier
and inform about the damages. The retailer should also
make a report on delivery of damaged goods and one
copy should be sent to the supplier and the second copy
should be kept for personal record. The retailer can also Fig. 2.8 Loading Goods for
inform the supplier via phone call immediately. Delivery
If the supplier is ready to change the products, then
inform the delivery executive about it, because it is the
responsibility of the supplier to solve all the problems
related to delivery of goods and satisfaction of customers
too.
Some of the simple steps to minimise the problem of
store returns are as follows:
(a) Always check the retailer’s return policy: It
is important to check the retailer’s policy while
shopping online. In some cases the retailers do not
accept returns or sometimes they don’t refund but
credit the amount in the customer’s account.
(b) Keep tags on receipts: Attach receipt of purchase
and do not remove any tags until sure that you’re
going to keep it.
(c) Ready for return: The retailer should be prepared
for receiving return requests for goods and make
the necessary arrangement for it. The customer
should bring the receipt and an identity proof, for
returning the merchandise.
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 Notes (d) Hold the emotion: Do interact with the sales
people.
(e) Delay in returning goods: Many retailers have a
fixed time period, after a purchase takes place, to
accept the returns.
Thus, we can conclude that the stores operations
assistants or the shopkeeper have to adopt various
procedures for receiving goods from and dispatching to
the stores.

Reporting to supervisor about product

shortages or oversupply
It is the duty of the store operation assistant to report to
the supervisor about different types of products that are
short in supply and those which have an oversupply.
The information given by the store operation assistant
makes the supervisor alert and helps him/her take
the necessary steps to provide goods that are short in
supply or manage the goods with oversupply.

Activity 1
Visit a nearby retail store and observe the procedure followed for
receiving goods by the purchase department of the store.
Material required
Pen/pencil, Notebook, Checklist
Procedure
1. Plan a visit to a retail store.
2. Meet the retail store manager and executives present there.
3. Note down the steps followed in the goods receiving procedure
at bay area of the store and also observe the following
activities:
(a) Unloading goods from the vehicle.
(b) Handling of pallet jacks and pork lifts while taking out
goods from the vehicle.
(c) Shifting the goods from bay area to back office.
(d) Verifying the invoice bill against products received.
(e) Enquiring the goods ordered and quality, and signing
after thorough checking.
(f) If goods are correctly labelled.
(g) Confirming the number of cartons to match the quantity
mentioned in the bill of lading/invoice.
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 (h) Examining signs of damage like leaks, tears or broken Notes
seals.
(i) Verifying the weight of the goods received.
(j) Checking the entries entered in the stock register.
(k) Storing the received goods in a suitable place.
4. Note down the fundamentals duties of a receiving assistant
or storekeeper.
5. Prepare a report on the receiving procedure and present in
the classroom.
The above activity focusses on the correct ways of receiving
and processing goods that arrive at the store.
In this activity, you will complete:
Three scenarios involving matching purchase orders and
invoices against goods received. A store stock system chart to
show new stock received.

Activity 2
Visit a nearby grocery shop and observe the goods receiving
procedure
Material required
Notebook, Pen/Pencil, Checklist
Procedure
1. Firstly ask a grocery shop owner if they have stocking facility.
***If they say ‘Yes’ then:
(a) Ask them to show the area where they keep their received
goods and observe the place.
(b) Note down the features that you have observed.
(c) What are the functions carried out in that store area?
(d) Ask different questions say, for example what is the
importance of the store area?
(e) What kind of products do they store in the store area?
(f) Analyse each and every step of the store area?
(g) Make a note highlighting all the basics of the store area.
***If they say ‘No’ then:
(a) If no, then ask how he manages without stock taking of goods?
(b) Observe the activities they are undertaking without a store
for storing goods.
(c) Write down all the points observed.
(d) Analyse each and every step without stocking.
(e) Make a note of the procedure adopted in this situation.

Activity 3
Visit a nearby retail store and observe how goods are dispatched
from the store floor where selling is going on. Prepare a report
on the basis of your findings.
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 Notes Material required
Checklist, Notebook, Pen/Pencil
Procedure
1. Plan a visit to a retail store.
2. Meet the retail store manager and store operations assistant
present there.
3. Note down the steps followed in the goods dispatching from
the store floor and also observe the following activities:
(a) Wrong paperwork, if any.
(b) Management of damaged goods.
(c) Packaging of goods.
(d) Handling of equipment to reach the products.
(e) Recording of information about daily dispatch.
(f) Maintenance of paperwork.
4. Note down the fundamentals duties of the dispatching
assistant or storekeeper.
5. Prepare a report on the dispatching procedure and present in
your classroom.

Check your Progress

A. Fill in the Blanks
1. Clothing items are ____________ goods.

2. Furniture items are ____________ goods.

3. Customer service is an example of ____________ goods.

B. Multiple Choice Questions

1. The purpose of goods classification is ___________________.
a) to save time
b) lesser efforts
c) prevent conditions of goods from worsening
d) All (a), (b) and (c)
2. The examples of Durable goods are _____________________.
a) furniture
b) kitchenware
c) consumer electronic appliances
d) All (a), (b) and (c)
3. While receiving goods at the store _________________________.
a) only price of the product should be checked
b) freight should be done quickly
c) freight is not necessary
d) None of the above

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 4. Examine the containers for/while _____________________. Notes
a) damage including leaks, tears, broken seats
b) receiving at Sales floor
c) time of packing
d) None of the above
5. Damaged or incorrect goods are _____________________.
a) not packed properly
b) packed properly
c) got for a lesser price
d) All (a), (b) and (c)

C. State whether the following are True or False

1. Goods are not correctly labelled before placing on the selling
floor.
2. Goods should be dispatched correctly with actual quantity,
correct description and mentioned quality to store floor.
3. Pre-sold goods are allocated for earliest possible delivery.
4. It is not necessary to verify the weight of the goods received.
5. It is important to confirm if the number of cartons match the
quantity mentioned in the bill of lading invoice.

D. Short Answer Questions

1. How does a store operations assistant deal with damaged
goods?
2. What do you understand by ‘retailer's’ return policy?
3. It is important to report to the supervisor about product
shortages or oversupply? Why?
4. Explain the process of receiving goods.

E. Check Your Performance

1. Demonstrate the goods receiving procedure adopted by the
storage department of the store and also a grocery shop.
2. Demonstrate the goods dispatching procedure from the store
floor where selling is going on.

Session 3: Storage of Goods in Retail

Operations
In any retail store, it is essential that the goods are
stored in a location where they are safe and can be
found easily. Storing products in the right conditions
(e.g., temperature should be controlled) is also essential
to safeguard the products and to minimise wastage.
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 Notes Meaning of storage
There is a gap between production and ultimate
consumption of goods. Storage is the basic function of
retailing that involves holding goods from production
till their final sale.
Storage means proper arrangement of goods for
retaining all its actual properties and qualities till the
final consumption required by the consumer.

Need for storage

Storage plays an important role in a retail organisation.
Some reasons for storage are:
• Today’s time is competitive. Every customer wants
to fulfill their needs by a variety of goods. Therefore,
every retailer must focus on sufficient arrangement
of goods.
• Many products or commodities are consumed on a
regular basis, but many products or commodities
produced on a seasonal basis. For such type of
products or commodities the retailer should be
careful and store the commodity for a whole year.
• Some products or commodities are produced on a
regular basis but consumed seasonally. In such a
condition the retailer can get the product easily and
may not need to store the goods.
• Many products or commodities need extra care for
storage like medicines and drugs.
• Storage of raw material should be done in such a
place from where the products can be got easily.
Raw material has to be stored to enable continuous
production without stoppage.
• Storage of goods during the recession phase increases
the carrying cost and minimises the returns.
• The storage of commodities varies with the demand
of goods.

Techniques of storing goods

Once goods are received after proper verification and
scrutiny, they must be stored till the final sale takes
place.

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 The various techniques to be adopted by the
shopkeeper or the store operations assistant are as
follows:
(a) Shelving and racking: Shelving and racking (Fig.
2.9) should be done as per the requirement of the
retail store. Ensure that:
• Shelves and racks are in a level.
• The retailer follows the instructions given by
manufacturers while installing shelves and racks.
• Shelves and racking are fixed to the wall.
• The retailer provides safety ladders when storing
goods in the storage department to avoid accidents.

Fig. 2.9 Shelves and Racks

• There is sufficient space for the movement of
retail employees while keeping and taking off
goods from the shelves and racks.
• Personal protective equipment is used.
• Goods are kept logically, for example, put the
heaviest product at bottom most.
• Common goods or commodities are
easily accessible.
(b) Pallets: If pallets (Fig. 2.10) are used with
racking units, one should avoid:
• Use of pallets which can’t bear the load
of goods.
• Use of damaged or badly constructed
pallets.
• Use inappropriate pallets for the
material.
• Poor handling of material on pallets. Fig. 2.10 Pallet
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 Employees should be aware of the basic pro-
tective equipment while using forklifts, warning
alarms, notices and signs and what they mean.
(c) Storage of dangerous or hazardous
goods: Storage of hazardous goods needs
special care and attention (Fig.2.11[a] and
2.11[b]. A retailer should:
• Follow the instructions on the safety
data sheet as given by the manufacturer
while storing dangerous or hazardous
goods.
• Only keep a limited quantity of hazardous
substances.
Fig. 2.11 (a) Storage of Dangerous or • Keep incompatible substances
Hazardous Goods
separately.
• Prevent the leakage of dangerous
substances from the container.
• Train them staff for using the spill kit
and also keep the spill kit near the
storage area.
• Do regular checking for any leaks or
spills from the container.
• Ensure that the staff wears personal
protective equipments while handling
hazardous substances.
(d) Storing food safely in a retail store:
Fig. 2.11 (b) Storage of Dangerous or Food and catering retail businesses ensure
Hazardous Goods
that food is safely stored in the retail store.
The following steps must be initiated by the
store operations assistant for safe storage
of food items (Fig. 2.12):
• Control temperature in all storage areas.
• Store dried food at different place.
• Check the expiry dates.
• Make sure the storage area is clean.
• Do not overload the refrigerator.
• Follow the storage instructions on food
packaging.
(e) Storing goods and materials safely:
Fig. 2.12 Food Safety Storage Goods and material should be stored
safely. A store operations assistant should
ensure that:

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 • All exit routes are marked. Notes
• Exit routes are kept clear to reduce fire risks.
There should be a fire near extinguisher the exit
route.
• No flammable items are stored near source of
ignition, like heater.
• Dangerous substances, such as chemicals, are
stored appropriately.
• All spills are cleared to avoid slips.
• The retail store has the adequate equipment to
clean up the spills.
• Personal protective equipment is provided to their
staff members for storing or moving materials.
• Training is provided to their staff for using PPE.
• Minimum materials are used during processing
and/or kept in production areas.
• Proper security is arranged for high-value goods.
• Appropriate signage is used.

Innovative storage methods

Some storage systems may well fit the description that
innovation is just as often a matter of using existing
components in a different or better way. Generally, in a
retail store the racking method is used to store goods in
the storage area.

Activity 1
Visit a nearby store and identify the different storage techniques
for consumer goods.
Material required
Checklist, Notebook, Pen/Pencil, List of Products to be Stored.
Procedure
1. Plan a visit to the retail store.
2. Meet the retail store manager and executives present there.
3. Note down the different storage techniques for consumer
goods and observe the following, whether:
(a) Shelving and racking are suitable for storing goods and
have been installed and maintained properly.
(b) Store floors are in level aligned properly and clean.
(c) Manufacturer’s installation instructions are being been
followed.

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 Notes
(d) Shelves or racking are fixed to the wall.
(e) Units are spaced correctly for the staff.
(f)Maximum load to be displayed on the rack is not exceeded.
(g) Personal protective equipment is being used properly.
(h) Materials to be used by employees are easily accessible.
The above activity focusses on the correct ways of storing
the goods that arrive at the store.
In this activity, you will learnt that:
The store operations assistant should transfer the goods from
back office of the retail store to store floor where selling is going on.

Check your Progress

A. Fill in the Blanks

1. ____________ products under the correct conditions is
essential to safeguard them and minimise wastage.
2. ____________ plays an important role in the organisation.
3. ____________ material has to be stored to enable continuous
production without stoppage.
4. Storage is needed to adjust ____________ and supply of goods
in the market.

B. Multiple Choice Questions

1. The purpose of material handling/management
is____________.
a) to save time
b) safety of goods
c) prevent conditions of goods from worsening
d) All (a), (b) and (c)
2. Material handling services are required to be performed
during retailing processes, such as ____________.
a) lifting, holding, dropping
b) loading, unloading
c) positioning
d) All (a), (b) and (c)
3. Storage is ____________.
a) production
b) transport
c) retaining goods
d) None of the above
4. Storage creates ____________.
a) time and place utility
b) production
c) physical distribution
d) None of the above

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 5. Some commodities have regular production and ____________. Notes
a) seasonal consumption
b) regular consumption
c) no consumption
d) None of the above
6. Storage of goods in a necessity during recession, which
means ____________.
a) when there is little demand
b) when there is more demand
c) when there is little supply
d) Others
7. Storage is needed to ____________.
a) adjust demand
b) adjust supply
c) adjust demand and supply
d) None of the above

C. State whether the following are True or False

1. For the smooth running of any store it is essential that goods
are stored safely.
2. Storage means time gap between production and
consumption.
3. Storage creates both time and place utilities.
4. Shelving and racking must be suitable for storing goods.
5. Used material should not be taken back to storage areas.
D. Match the Columns

Column A Column B
1. Storage A Techniques of storage
2. Regular production B With special care
3. Shelving and racking C Controlled temperature
4. Foods safety D Seasonal consumption
5. Store flammable substances E Safe and time & place utility

E. Short Answer Questions

1. How does storage play an important role in safeguarding
products and minimising wastage?
2. What is the need for storage?
3. What do you mean by pallets?
4. Using personal protective equipment while handling goods
is a must. Why?
5. What pointers should the retailer keep in mind while handling
and storing hazardous or dangerous products?

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 Notes F. Check Your Performance

1. Demonstrate the different storage techniques for consumer

non-durable goods, perishable goos, durable goods and food
items.

Session 4: Process of Goods Handling

The goods are handled more carefully especially when
received through bulky packages. Goods handling is
a process of moving, packing and storing of goods or
commodities in any form. It helps in determining the
productivity of a retail business.
Goods handling is highly labour intensive as
compared to any other operation. Therefore, the cost of
goods handling is also high.
Following are the advantages of effective handling of
goods:
• Lowers the unit materials handling costs.
• Reduces the manufacturing time.
• Contributes towards a better control of goods flow.
• Improves safety in working and movement of
materials.
• Provides for fewer rejects.
• Achieves decreased storage requirement.

Material handling activities

The primary objective of material handling in a retail store
is to sort out goods according to customer requirements.
Basically there are three handling activities—receiving,
in-storage handling and shipping.
(a) Receiving: When material reaches the store,
it is received by the retail store operations
assistant. The basic duty of the store operations
assistant is unloading the goods from the truck or
transportation vehicle (Fig. 2.13). The unloading is
usually done manually.
(b) In-store handling: There are various methods of
materials handling. Manual handling is one of the
processes of carrying and moving material.

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 Fig. 2.13 Receiving Goods

The materials handling must be done with the

proper equipment by experienced and trained staff
(Fig. 2.14).
There are a range of equipment to handle material,
such as cranes, moving trucks, slings, pallet jacks,
forklifts, etc.
Safety is a very important aspect of material
handling. Equipment that is used must be big
enough to safely handle the material being
transported. To avoid the problems of handling,
the capabilities of workers should be assessed and
then the work task should be assigned accordingly.
(c) Shipping: Shipping consists of checking and
loading orders onto transportation vehicles (Fig.
2.15). As in receiving, shipping is manually
performed in most systems.

Fig. 2.14 In-store Material Handling

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 Moving, handling and storing of
materials
When material is received at the retail store it
needs to be moved to its respective place. This
moving of material is called material moving
in retail. There are two conditions when
material moves: (i) when the material comes
from the manufacturer or supplier and (ii)
Fig. 2.15 Material Handling Trucks when the material needs to be kept in shelves
for sale. There are two ways of moving the
material—manually and with equipments.
Not only the retail industry but also other
industries require moving, handling and
storing of material. In the retail industry, every
retailer should use the material handling
equipment which reduce the risk and hazards
of life. Improper moving, handling and storage
of material causes injuries to and accidents
of employees. The retailer should understand
the potential hazards of carelessly moving,
Fig. 2.16 Storing the Goods handling and storage of materials and also
the need for proper training of handling
equipments for moving, handling and storing materials
(Fig. 2.16).

Potential hazards for workers

There are various hazards associated with workplace
and common retail activities that can cause injuries,
such as falling of goods, improper use of equipments
and material. Also there are some potential injuries that
can occur while handling material manually, which are
as follows:
• Fractures
• Cuts

Activity 1
Visit a nearby store and identify the various in-store handling
techniques for movement of goods in the store.
Material required
Checklist, Notebook, Pen/Pencil, List of Products to be Stored

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 Procedure
Notes
1. Plan a visit to the retail store.
2. Meet the retail store manager and executives present there.
3. Note down the different handling techniques for movement of
goods in the storage and ask the following questions:
Questions for Employer
(a) What are the processes followed in material handling?
(b) What are the problems faced in handling goods?
Questions for Employees
(a) Are you happy with the material handling at the
workplace?
Employee A: Yes/No Employee D: Yes/No
Employee B: Yes/No Employee E: Yes/No
Employee C: Yes/No Employee F: Yes/No
(b) What are the factors that the employees think are
important for material handling in store?
(c) What actions should be taken by their employer to
improve material handling in the store?
(d) Prepare a report based on the collected information and
submit it to the teacher.

Check your Progress

A. Fill in the Blanks
1. Goods handling is the process of moving, packing and
____________ of substances in any form.
2. Goods handling is highly ____________ intensive as compared
to any other operation.
3. Material handling creates higher productivity at lower
manufacturing ____________.
4. Material handling activities include ____________, in-store
handling and shipping.
5. There are many ____________ used to handle materials.
6. Shipping consists of checking and loading orders onto
____________ vehicles.
B. Multiple Choice Questions
1. Purpose of material handling/management is__________.
a) to save time
b) safety of goods
c) prevent conditions of goods from worsening
d) All (a), (b) and (c)
2. People working in the area of retail need effective numeracy
skills in order to deal with ____________.
a) codes b) dates
c) temperatures d) All of the above

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 Notes 3. Material handling services are required to be performed
during the retailing processes, such as __________
a) lifting, holding, dropping
b) loading, unloading
c) positioning
d) All of the above
4. Unloading is done ____________.
a) manually
b) with equipment
c) manually as well as with equipment
d) None of the above
5. Material handling equipment include ____________.
a) moving trucks
b) tractor
c) manual
d) pallets

C. State whether the following are True or False

1. Three handling activities are receiving, in-store handling
and shipping.
2. Moving and handling of materials must be done with the
proper equipment by experienced and trained staff.
3. The potential injuries can’t occur when manually moving
materials.
4. Workers must be aware only of manual handling safety
concerns.
D. Match the Columns

Column A Column B
1. Hazard for worker A Trailers and pallets
2. Material handling B Lifting material
3. In-store handling C Wearing protective equipment
4. Moving material D Powered equipment
5. Worker should be E Back injuries
aware of

E. Short Answer Questions

1. What do you understand by ‘moving material in retail’?
2. Sorting goods as per the customer's requirements is
important. Why?
F. Check Your Performance
1. Demonstrate the various in-store handling techniques for
movement of goods in store.

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 3 Stock Levels in
Storage

One of the challenges in business for a retailer is

maintaining stock levels. Stock level means the level of
stock required for an efficient and effective control of
goods, to avoid over-and under-stocking of goods. The
need of inventory control is to maintain the stock of
goods as low as possible but at the same time make them
available as and when required.
In order to have a smooth inventory management in an
organisation and run a retail unit successfully a retailer
has to determine various stock levels providing over-
and under-stocking. These levels help the organisation
to meet the customers’ demand and to satisfy their
needs. It also enables to avoid unnecessary investment
in the inventory.
This unit has been divided into four sessions. The
first session deals with maintaining stock levels in retail
stores. The second session is devoted to documents
required for stock handling. The third session explains
about the reporting storage space and the fourth session
discusses handling equipments.

Session 1: Stock Levels in Retail Stores

Meaning of stock level
Everything which is used to make products, provide
services and to run business is part of stock.

Unit 3.indd 49 09-03-2021 14:58:36

 Stock level is the different levels of stock required for
effective control of materials at a retail store, to avoid
over- and under-stocking of materials.

Stock levels in retail store

After receiving goods for storage in the retail store, the
responsibility of the store operations assistant or the
store keeper increases. The store operations assistant
should constantly observe the stock levels of various
goods in the retail store to avoid the repercussions of
over or under-stocking which are dangerous for the retail
organisation. Under-stocking may lead to dissatisfaction
of customers owing to non-supply of goods on time,
and over-stocking could result in increased stocks of
inventory which will ultimately lead to an increase in
the cost of storage, insurance, chance of obsolescence,
spoilage, theft, etc. Hence, it becomes necessary to
maintain a suitable stock level of all types of goods.

Types of stock levels

There are mainly four types of stock levels.

Minimum stock level

It is the minimum level of goods that should
be maintained by retail to avoid customer
dissatisfaction. If the stock in retail store is
less than the minimum level then the retailer
should immediately order the goods. When
the stock goes below the minimum level then
it is called under-stocking which is shown in
Fig. 3.1.
Fig. 3.1 Minimum Stock Level of Goods
Maximum stock level
It is the maximum level of goods that is maintained by
a retail store. Beyond the maximum level of stock, the
retailer should not order more goods, as it may increase
the carrying cost. When the stock crosses the maximum
stock level it is called over stocking which is shown in
Fig. 3.2.

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 Re-order level
When the quantity of goods reach a certain level then a
fresh order is sent to procure new products. The retailer
places an order before the goods reach a minimum level.

Danger level
If the stock touches danger levels, then immediate
action should be taken to maintain the stocks even if
additional cost is incurred in arranging the required
goods.

How to check stock levels?

Any business that holds a stock of items
for sale, whether for general public or other
businesses, keeps an accurate record of all
the items in hand. The stock levels, also
called inventory, can be checked by using a
variety of methods.
(a) Stock ledger: Stock ledger keeps the
information of the stock and amount
of stock or inventory. It also helps in
calculating the percentages of vendor
pricing, sales and profits.
Fig. 3.2 Maximum Stock Level of Goods
(b) Bin card: It is used to keep a track of
the number of items.
(c) Computerised: Computerised stock checking
systems are used by businesses which wish to
have a continually updated list of available stock.

Need for managing stock level in retail

The need for maintaining stock levels in retail arise on
account of the following reasons.
• It helps in managing the current stock levels, ordered
items and products as well as ones already sold.
• It provides a constant supply of products to fulfill
customer demand.
• It allows customer retention.
• Customers convert into loyal customers by handling
stock levels.

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 Notes • It monitors order levels, which indicates the owner
and manager to order before the stock ends.
• It avoids over-stocking and under-stocking positions
of goods in retail stores.

Activity 1
Visit a retail store to know the stock level, the minimum stock
level and how to maintain stock levels and prepare stock records.
Materials required
Pen/Pencil, Notebook, Checklist, Questionnaire
Procedure
1. Make groups of four or five students of the class.
2. Ask each group to visit a retail outlet and conduct a survey
on the stock levels with a questionnaire.
3. Ask them to prepare a questionnaire related to stock level
maintenance in the retail store.
4. Ask them to interact with the store manager of the retail
organisation.
5. Ask the following questions and write their reply in not more
than 50 words.
Questions
(a) Which method is used by the retail store for managing the
stock level?
(b) At which level does the retail organisation place an order for
new stock?
(c) What are the problems that you are facing in managing the
stock level?
(d) How do they keep themselves updated with the information
about the stock?

Check your Progress

A. Fill in the Blanks

1. Everything which is used to make products, provide services
and to run business is part of ____________.

2. ____________ level provides a steady supply of products to

satisfy customer needs.

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 B. Multiple Choice Questions Notes
1. Stock ledger is ______________.
a) used to track the amount of stock
b) bill of century
c) Both a) and b)
d) None of the above
2. Bin card is a document ______________.
a) used in warehouse
b) used in inventory
c) Both (a) and (b)
d) None of the above
3. Minimum Stock level means ______________.
a) quantity not necessary
b) quantity must be maintained in hand all times
c) quantity at certain level
d) None of the above
4. Danger Level means ______________.
a) accurate level
b) replenish stock
c) below stock level
d) None of the above
5. Store Operations Assistant’s work is to ______________.
a) constantly observe the stock levels
b) no need to observe
c) observe once in a year
d) None of the above
6. Stock means ______________.
a) making products and store into warehouse
b) any services
c) make products, provide services to run business
d) None of the above

C. State whether the following are True or False

1. Reordering level lies between minimum level and maximum

level.
2. The stock levels are also called inventory control.
3. A lack of items in a store forces the customers to look elsewhere.
4. A bin card is a software that tracks the amount of stock or
inventory.
5. Stock levels are not required for an efficient and effective
control of material.
6. Under-stocking may lead to dissatisfaction of customers.
7. When quantity of goods is not available till a certain level
then a fresh order is sent.

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 Notes 8. Stock level refers to the different levels of stock which are
required for an efficient and effective control of goods.

D. Short Answer Questions

1. The stock level of goods should be as low as possible but at
the same time be available when required. How is this done?
2. What are the types of stock levels?
3. How is the stock level accurately managed?

E. Check Your Performance

1. Demonstrate the base stock level, minimum stock level and
how to maintain stock levels and prepare stock records.

Session 2: Documents Required for Stock

Handling
When stock arrives at the retail store, it usually arrives
in a truck or in a container, which needs to be unloaded.
Before starting the unloading process, the retail store
manager must know about the stocks characteristics. A
retailer should ensure that
• the stock is sorted as per the retail store’s
requirements.
• the stock is recorded as per the retail store’s
procedures.
• the stock is then checked as per the required
documentation.
• the difference between actual stock received and
invoiced/ordered stock are identified and reported
according to the retail store procedures.
• the relevant documentation is completed as per the
retail store procedures.
• the retail organisation systems for receiving and
maintaining stock levels must be appropriate.
• goods should be available when required.
• goods must be fit for use/ready to use.
• the method employed is cost effective and wastage is
minimum.
The following documents are usually prepared while
stock handling.

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 (a) Delivery note: A delivery note is usually supplied
with the goods at the time of delivery (Fig. 3.3). It
states what the supplier has actually delivered to
the store. Goods delivered are checked against the
delivery note to confirm the delivery is correct.
(b) Invoice: Invoice is a legal document that is used
at the time of dispatching and delivering the goods
to customer (Fig. 3.4). The invoice contains all the
information about the goods like the quantity and
nature of goods. The invoice is a very important
document as it is used to bill the receiving company.
(c) Consignment note: The consignment note is
used when the delivery is out to a private carrier
(Fig. 3.5). It shows what goods are and issued
by carrier for delivery. It is a record of what has
actually been sent through the private carrier. It
shows the number of containers, boxes, bales or
bags of goods, etc. In some cases, the goods in the
consignment note are checked with other delivery
documents.

The Confectionery Place Delivery Note

107 Sweet Street
Shoppers Paradise 0000
ABN XXX XXX
To,
Watts News Date : 5 June 2018
Shop 15, Retailer Shopping Centre
Delivery No. 75
Shoppers Paradise 0000
Purchase Order No. 745

Item No. Details Qty

3400 Cartons Marvel Mints (12 pack carton) 6

6954 Boxes Giant Jumping Jelly Snakes 2

1060 Cartons Rainbow Gum (Mixed flavours) 10

Received by:

Fig. 3.3 Template of Delivery Note

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 Invoice

Diamond
Ph.
PO Box
GC Mail Centre
Plumbing
Rakesh Kumar Date :
538, XYZ Due Date :
Invoice#:
P.O.:

Description Qty. Rate Amount

Solar Hot Water System 1 845.00 845.00

Hot Water Tank 1 399.00 399.00
Installation Labour (hrs) 3 30.00 90.00

Total Due by 16/06/2018 Rs.1334.00

Ph.
PO Box
Remittance
GC Mail Centre Qld. 4050 Slip
ABN 60 235 486 771
www.rbplumbing.com

Master Card Card Holders Name : __________________________________________________

Visa Card Number : ________________________________________________________
BSB Expiry Date: __________________________________________________________
Signature: ____________________________________________________________

Bank Name: Qz Bank TOTAL AMOUNT DUE: Rs. 1334.00

Account#: 11233548 DUE BY: 16/06/2018
BSB#: 3352

Fig. 3.4 Template of Invoice

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 RPS Contact: Rani Gautam
Consignment Note

Job No. 48039

Depot : Currumbin Date : 06/06/2018

Customer: Mohan Kumar

Code : Smith P/ment Status:

Collected From: Delivery To:

Contact Phone No.: n/a

Contact Mobile No.: n/a

Driver: Vehicle: PM28 Trailer: TR2

Instructions Ring Prior to Delivery
Code Product Description Qty. Pal M2 Wgt

ABCD Perforated Paper 614 5.68 0.00 7305.463

Totals 614 5.68 0.00 7305.463

"Refer to Terms of Sale overleaf."

Receiver Details
Name : Date Time: / /
Signed :
OFFICE USE ONLY Customer Advised for Collection/Date:
Forklift Operator (Unloader) Driver Initials: ___________ Placement in Yard: ____________________________
Comments : _________________________________________ Date Collected/Delivered: ______________________
______________________________________________________ Init: ____________

Fig. 3.5 Template of Consignment Note

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 Packing Slip
Grand Furnishings Date June, 2018
Customer ID (ABC1234)

Ship To: Shipping Address (if Different)

Name Name
Company Name Company Name
Street Address Street Address
Pincode City ST Zip Code
Phone Phone

Order Date Purchase Order# Sales Person Packing Date

10000 Rakesh Kumar Packing Date

Item# Description Quantity

Total Quantity of Goods/Boxes

Special Notes

Packed by Name Quantity Manager Name

Signature Manager Signature

Thank you for your business!

Should you have any enquiries concerning this packing slip or your goods, please contact Rakesh Kumar on 0-000-000-0000

111, Street, Town/City, Country

Tel: 0-000-000-0000, Fax: 0-000-000-0000, E-mail: grandfernishings@gmail.com, Web: www.grandfurnishings.com

Figure 3.6 Template of Packing Note

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 (d) Internal packing note: The internal packing note
is used to carry more detail of the stock delivered
(Fig. 3.6). It gives the details of outer containers,
such as bags, cartons, drums, boxes and pallets.
It should have specific information the quantity,
type, size, specifications, colors, etc.

Database server for

storage of information
Record keeping for
delivering goods
Recording information
in the system

Delivering goods

Receiving consignment of goods.

Fig. 3.7 Electronic Data Storage System

(e) Electronic data systems: Many retailers use a
special computer for receiving of consignments or
goods it is called an automated system. Automated
systems cut down on paper work and are very quick
in image checking and transferring information
(Fig. 3.7).
The features of automated system are
• the consignment note is a proof of delivery sent
through a computer.
• the consignment note contains barcodes.
• bar coded delivery labels.

Procedure for checking stock levels

In the process of checking stock levels of different
products in a retail store, if any variations or problems
are identified, store operations assistant must be
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 reported to the competent authority. The various
remedies which are available to rectify the deviation in
the supplies are as follows:
• Replacement
• Credit
• Disposal
• Selling off as seconds
• Repair and charging to supplier
• Return to supplier
Sample stock record sheet is as under:
Table 3.1: Product Details

Product Product Size Quantity Minimum Quantity Retail Cost

name number on hand stock level on order price price
Breeze 30387623 250gm 45 30 12 45.95 28.90
powder
Dymo 92837402 175ml 32 15 6 23.75 10.50
liquid
Capsules 38263014 275gm 12 6 3 12.45 5.98

Reporting deviations
When a delivery is incorrect or damaged, a damage or
shortage report must be completed. This includes:
• The date on which damaged goods were received.
• The shortage that occurred during delivery.
• Whether the goods failed to arrive at the stipulated
time.

Activity 1
Visit a retail store and observe how documents required for
stock handling are prepared.
Materials required
Pen/Pencil, Notebook, Checklist
Procedure
1. Make groups with five students in each group.
2. Ask them to visit a retail store.
3. Conduct an interview the store manager.
4. Prepare a report based on their opinion.

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 Questions for the Store Manager
Notes
(a) What processes are adopted to receive goods from suppliers?
(b) What are the problems that you face while handling documents?
____________________________________________________________
____________________________________________________________

Check your Progress

A. Fill in the Blanks
1. Stock can be checked using a portable electronic __________
device or by a manual count.
2. Goods received are checked against the amount and
description stated on the __________.
3. __________ note lists what is sent through the private carrier
actually.
4. Many Retailers today use special ________ for receiving of goods.

B. Multiple Choice Questions

1. The purpose of document handling is __________.
a) to save time
b) safety of goods
c) prevent conditions of goods from worsening
d) matching with required
2. Documents which are required in receiving goods are _______.
a) delivery report
b) bill
c) tax bill
d) All (a), (b) and (c)
3. What is the main advantage of effective goods moving?
a) Better control of the flow of goods
b) Unimproved working conditions
c) Achieve increased storage requirement
d) All (a), (b) and (c)
4. Manual moving task includes ________.
a) taking cartons on and off pallets
b) moving mobile racks
c) moving trolleys and cleaning floors and shelves
d) All (a), (b) and (c)
5. Reducing number of times the object is handled is known as
__________.
a) changing the size of packaging.
b) providing suitable equipment.
c) eliminating double handling.
d) providing a safe workplace layout.

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 C. State whether the following are True or False
1. Invoices are normally sent with the load of goods.
2. The more sophisticated electronic systems may also include
an automatic reorder function.
3. Consignment notes sent through computer are not considered
as a proof of delivery.
4. Automated systems cut down on paper work and are very
quick in image checking and transferring information.

D. Short Answer Questions

1. Why is documentation necessary in handling goods?
2. What are the elements to be considered while documentation?
3. What is the procedure to check stock levels?
4. What are the major documents in goods handling?

E. Check Your Performance

1. Demonstrate how to prepare the list of documents required
for stock handling.

Session 3: Reporting Storage Space

Concepts of floor plan
Maintaining the floor plan is one of the duties of a store
operations assistant. The floor plan indicates the place
where goods or products and customer service are put
together and also indicate the movement space for the
customer (Fig. 3.8).

Fig. 3.8 Floor Plan Fig. 3.9 Back Office of Retail Store
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 Allocating space
Allocating space means alloting a
particular place for keeping a specific
type of merchandise and facilitating a
customer and increasing the sales by
satisfying the customer and to give a
customer a positive purchase experience.

Types of spaces needed

Shoppers are familiar with the sales floor,
Fig. 3.10 Non-Selling Areas of Store
but this is not only an element in the
retail store with which the planner must
be content. There are five main types of floor needs in a
store, which are as follows:
(a) Back room: Back room is the space where the
extra merchandising is stored (Fig. 3.9).
(b) Office and functional spaces: Every retail store
has space for an office, a break room, a training
room, and an office for the manager and assistant
manager and bathroom facilities for customers
and employees and perhaps other area.
(c) Aisles, services areas and other non-selling
areas of main sales floor: Some space must
be given up for non-selling functions so that a
large numbers of shoppers can move through the
store. In addition to aisles, space must be given
for dressing rooms, layaway areas, service desks
and other customer service facilities that cannot
be merchandised (Fig. 3.10).

Fig. 3.11(a) Wall Merchandising Fig. 3.11(b) Wall Merchandising

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 (d) Wall merchandising space: Walls are very
important elements of a retail store. Fixtures
holding large amounts of goods or merchandise, as
well as visual backdrop for merchandise on floor
can be put up on walls (Fig. 3.11[a] and 3.11[b].

Fig. 3.12(a) Floor Merchandising Fig. 3.12(b) Floor Merchandising

Place of Store Place of Store
(e) Floor merchandising space: Different types of
fixtures can be used to display a variety of goods
(Fig. 3.12[a] and 3.12[b].
The retailer must balance the quest for a better
density of merchandise presentation with the ability
and functionality of a store. It is because space is the
retailer’s ultimate scare resource; rarely can a retailer
achieve all of their desired goals.

How can retailers use the available space?

In reviewing each of the types of spaces, the retailer’s
goal is to make the largest possible portion of the space
available to hold goods and be shop-able. Following are
some tips for using available space:
• One possibility for saving space, especially in a small
retail store is to hang the TV on the wall.
• The height of a showcase may vary according to the
storage needs and location in which it will be placed.

Reporting requirements for shortage of

storage space
Shortage of storage space is a common problem in every
retail store. No matter how much storage the retail store
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 already has, there is always a need for more place to Notes
stash the stuff. One of the problems often called upon
to solve is finding and organising more storage space in
retail stores.
Stock shortages are unexplained differences in the
value of goods as determined by physical count, from
the goods that the record show should be in hand. When
the total value of the stock found during physical stock
taking is less than the book value then there is a stock
shortage, i.e., an excess of the book stock over physical
stock.
(a) Shortage: It is of two kinds—Real (physical) or
apparent (clerical).
(i) Real shortage: It occurs when goods are lost to
the business in one of a number of ways, such
as theft, loss, breakage or spoilage, over-issue
and under supply.
(ii) Clerical shortage: It occurs when through
faulty checking of goods on reception, a
smaller quantity of goods is accepted than
actually invoiced and paid for. Unexpected
physical shortages are popularly known as
either shrinkage or leakage.

Activity 1
Visit a retail store and prepare a chart on floor plan, allocate
space, handle problems in shortage of space
Materials required
Pen/Pencil, Notebook, Checklist
Procedure
1. Make groups of four or five students in each group.
2. Ask them to visit a retail organisation.
3. Interact with the store manager and take permission to visit
the store.
4. Observe how goods are handled in storage in a retail store
and prepare a report on it.
5. Observe how spacing is allocated to different functional
areas. Prepare a report on the basis of your findings.
6. Identify the special resources that were initiated to use the
space effectively.
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 Notes 7. Prepare a report based on your physical observation.
8. Submit the report to the subject teacher.

Check your Progress

A. Fill in the Blanks
1. ____________ indicates where merchandise and customer
service departments are located.
2. The walls are one of the most important elements of a
____________.
3. There are ____________ types of floor needs in a store.
4. ____________ must be given to dressing rooms, layaway areas,
service desks, and other customer service facilities.

B. Multiple Choice Questions

1. Floor Plan indicate(s) ___________.
a) location point
b) merchandise & customer service location
c) plan of store
d) None of the above
2. Space allocation of a store can be based on ___________.
a) mathematical calculation
b) type of Merchandise
c) available portion
d) None of the above
3. Back Room means ___________.
a) a receiving area to process
b) an area for training
a) service area
d) None of the above
4. Office space means ___________.
a) a space used for functional use
b) other area
c) offices for the manager
d) Any others
5. Wall merchandising space ___________.
a) include dressing rooms
b) serve as fixtures for holding merchandise
c) wall for security
d) Any others
6. Floor merchandising space means ___________.
a) where retailers ultimately use scarce resources
b) only sales floor
c) display area
d) Any others
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 7. For Saving Space on sales floor ___________. Notes
a) hang TV on the wall
b) don’t hang TV
c) don’t use shelves
d) Any others
8. Real shortage means ___________.
a) theft, loss, breakages or spoilage
b) less order
c) actual order
d) Any others
9. Unexpected physical shortages are ___________.
a) shrinkage or leakage
b) theft
c) dropouts
d) Any others

B. State whether the following are True or False

1. A shortage of storage space does not seem to be a problem
in retail store.
2. Shoppers are most familiar with the sales floor.
3. Fixtures are not used to display a wide variety of merchandise.
4. One possibility for saving space, especially in a small retail
store is to hang the TV on wall.

C. Short Answer Questions

1. Space is a retailers ultimate scare source. How can a retailer
utilise space?
2. What is a floor plan?
3. What is allocation of space?
4. What are the types of spaces?
5. How can shortage of storage space be reported?

D. Check Your Performance

1. Demonstrate how to arrange storage space.
2. Practically prepare a chart on floor plan, allocate space,
handle problems in shortage of space.

Session 4: Handling Equipment

The primary objective of handling in a retail store is
to sort according to customer requirements. The three
basic handling activities in a retail are receiving, in-
storage handling and shipping. The handling of goods
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 must be done with the proper equipment by experienced
and trained staff. The goods handling equipment used in
retail stores are cranes, moving trucks, slings, forklifts,
hand trolley and pallet jacks.

Meaning of handling equipment

There are various types of equipment used in a retail
store for loading and unloading, storing
and selling of goods. Equipment is
used to handle goods safely.
Fig. 3.13 Trolley
Types of handling equipment
Fig. 3.14 Bags
There are various types of handling
equipment, which are used while
receiving goods equipments. These
are used in store shopping and
shipping of goods in a retail store.
The types of handling equipments are:
(a) Trolley: The trolley is very useful for
moving small loads of merchandise around the
store (Fig. 3.13). It is not really suitable for very
heavy loads, because it can be hard to
wheel around if it is carrying too
much weight. Trolley is a handling
equipment to avoid injuries that
Fig. 3.15 Baskets
can be caused by manual handling
of large loads.
Fig. 3.16
Hand-held Scanner (b) Bags: Bags are required at the
time of shopping and shipping of
the goods. When a customer visits
a cloth retail store, handbags are
provided by the retail store to keep
their purchased items. After billing they
also provide bags for keeping the goods purchased
(Fig. 3.14).
(c) Basket: When a customer wants to buy a small
quantity of goods, they can carry a small basket
instead of using the trolley (Fig. 3.15).
Fig. 3.17 Labelling Machine (d) Hand-held scanner: The hand-held scanner
connects with the point of sale system so that it
can read barcode of goods and help in making the
68 bills (Fig. 3.16).
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 (e) Labelling machine: Many stores use a small
labelling machine to make clear, neat labels that
they can stick on shelves or merchandise. Using
the keypad on the labeller, labels can be created
for anything, even label, tapes of different colours
can be used to apply colour coding to certain areas
in the store (Fig. 3.17).
(f) Electronic Funds Transferred
at Point of Sale (EFTPOS)
printer: It helps in printing
Fig. 3.18 Electric
the transaction receipts. The Funds Transferor
receipt is checked by the Source: goo.gl/bKF54t
customer regarding their Fig. 3.19 Electronic
purchase and financials. Weighing Machine
During credit card
transactions, the customers
need to sign this receipt to
authorise the payment (Fig. 3.18).
(g) Electronic scales: Electronic scales are used for
weighing goods in a retail store, especially in the food
department. Electronic scales not only calculate
the weight but also calculate the
price (amount) of the goods. It
is used to calculate the price
of an item according to its Fig. 3.20 Plastic Pallets
weight (Fig. 3.19).
(h) Pallet: Retail stores have Fig. 3.21 Crane
multiple options for shipping
the product from the store.
Goods can be sent from one
place to another place in a retail
store through pallets (Fig. 3.20).
(i) Crane: A crane is a machine used for lifting
goods. It moves goods horizontally. The basic use
of a crane is to lift heavy goods from one place to
another (Fig. 3.21).
(j) Forklift: It is a material handling equipment also
called lift truck, fork truck or forklift truck. It is a
Fig. 3.22 Forklift
handling equipment used for moving and handling
of goods till a short distance (Fig. 3.22).

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 Notes Need of equipment while handling goods?
Handling equipment plays an important role in handling
goods in a retail store. Handling equipment is useful in
many way, such as:
1. It helps in identifying appropriate distance to cover.
2. It facilitates in reducing material damage as to
improve quality.
3. It reduces the overall timing of loading and
unloading.
4. It helps in improving control of material flow in a
retail store.
5. It helps in improving safe work condition.
6. It improves the productivity and efficiency of
employees in a retail store.
7. Customers can better utilise their time and money.

Activity 1
Visit a retail store and identify the material handling equipments
and their functions.
Materials required
Pen/Pencil, Notebook, Checklist
Procedure
1. Make groups with five students in each.
2. Ask them to visit a retail store or retail organisation.
3. Ask them to meet the store manager and greet him.
4. Tell him the purpose of the visit and take permission to visit
the store.
5. Observe what types of handling equipments are used.
6. Examine the suitability of equipment used in the stores.
7. Examine whether the equipment used is needed in the retail
stores.
8. Ask them to make a report on their observation.
9. Submit the report to the subject teacher.

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 Check your Progress Notes
A. Fill in the Blanks
1. _____________ that is used must be big enough to safely
handle the load being transported.

2. _____________ is very useful for moving small loads of

merchandise around the store.

3. _____________ improves the productivity and efficiency of

employees in a retail store.

4. _____________ can better utilise their time and money with

proper handling equipments.

B. Multiple Choice Questions

1. Safety is an integral aspect of_____________.
a) retailers
b) material handling
c) in road safety
d) Any other
2. Trolley is very useful for_____________.
a) moving small loads of merchandise
b) for sitting
c) for heavy load
d) Any other
3. Basket is used _____________.
a) for heavy quantity of goods
b) for small quantity
c) instead of a trolley
a) Any other
4. Electronic funds transfer at point of sale help in ___________.
a) cashless transactions
b) money transactions
c) EFTPOS transactions
d) Any other
5. Electronic scales is used ___________.
a) in fresh produce stores for calculation of price
b) only to calculate weight
c) Both (a) and (b)
d) To calculate only price.
6. Pallets are used for ___________.
a) maximising shipping efficiency
b) for high density product
c) used at store floor
d) Any other

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 Notes 7. Crane is ___________.
a) a type of machine
b) used for lifting heavy things
c) an industrial equipment
d) Any other
8. Forklift is ___________.
a) an industrial truck used to to lift and move goods short
distance
b) used for industrial purpose
c) a simple truck
d) Any other

C. State whether the following are True or False

1. Safety is not an important aspect of material handling.
2. Handling equipment helps in improving material flow control
in retail.
3. Crane is used for industrial purpose only.
4. Proper equipment is used for experimental trained staff.
5. Shipping consists of only transportation.

D. Match the Columns

Column A Column B
1. Material Handling A Carry Small Quantity
2. Trolley B Shipping Efficiency
3. Pallet C Lifting Heavy things
4. Basket D Small Load
5. Crane E Safety

E. Short Answer Questions

1. What is the importance of handling equipment?

2. What are the various types of handling equipment?
3. Discuss the need for handling equipment.

F. Check Your Performance

1. Demonstrate the functions of the handling equipment in a
retail store.
2. List out the types of goods moving equipments.

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 4
Customer Service

Seeing the cut-throat competition in the market, the

customer should be treated like a king in the present day.
A retailer or shopkeeper should know the importance
and value of customers. Retailing is said to be complete
and successful only when a customer comes and visits
a retail store and buys goods from the retail store and is
satisfied with the product and services provided by the
retailer. The retailer will also benefit in the form of profit
and high margin.
Customers expect almost all retailers to provide
certain services like:
• Good appearance and behaviour
• Identify customer expectations
• Be able to recognise customer needs
Customer Service acts as a pipe through which the
customer fulfil their needs. Retail has emerged as
an important sector and provider of employment
opportunities too.
The present unit ‘Customer Service’ has been divided
into four sessions — The first session which deals with
differences between customer and consumer, and
identifying customer needs and behaviour. The second
session explains the identification of effective customer
service. The third session describes the organisation
standards of appearance and behaviour and the

Unit 4.indd 73 09-03-2021 14:59:40

 Notes fourth session discusses how to identify and confirm
customer’s expectation.

Session 1: Customer Needs and Service

Distinction between customer and consumer
We can understand the difference between the two
terminologies customer and consumer through
a situation in our day-to-day life. For example, a
housewife buys some household goods from a store. She
is a customer for the retail outlet. When she reaches
home, other members of the family also use those
goods, though they haven’t purchased it. All the family
members including the housewife who have utilised the
products for their personal use are consumers.
Marketing helps convert customers into consumers.
Satisfied consumers will not only become customers
but also promote the marketer and their products and
services.

Identifying customers’ needs and behaviour

The buying level of any customer depends on their
needs. Customers’ needs can be objective (e.g., physical
needs like food, shelter, clothing, etc.) or subjective (e.g.,
emotional, moral, intellectual, and spiritual needs like
good behaviour, self-esteem, fairness, etc.). Customers’
needs vary with place and age group.
Customers’ needs are the stepping stone to all modern
marketing concepts. The manufacturer has to give due
attention, importance and care in understanding and
assessing or identifying the needs of consumers to gain
competitive advantage. The marketer should use all
their efforts and strategies to identify, emphasise, and
satisfy customer needs.

Based on the type of products

The customers’ needs can be divided into two types:
demand for tangible and non-tangible products.
(a) Tangible products: These products are those which
can be touched and felt (see Fig. 5.1).
(b) Intangible products: These products are those
which cannot be touched or felt.
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 Basic needs of customer
Following are the basic needs of the
customer:
(a)Warm welcome: The sales person
has to welcome the customer warmly
and greet him/her graciously. The
customer shouldn’t feel neglected
when he/she approaches the retailer
or sales associate.
(b)Understanding: Marketer needs to
understand and appreciate views, Fig. 5.1 Tangible Products
expressions, and circumstances,
feelings without any criticism or judgment for the
satisfaction of the customer.
(c) Fairness: Every customer wants to be treated fairly.
Customers get very annoyed and dissatisfied when
they feel they are not given due attention in the
retail store.
(d) Control: Control means the customer’s perception
to meet his demand at the earliest with a positive
outcome.
(e) Options and alternatives: There should be
options and alternatives available for the customer.
The customers must be educated about the variety
of products available. They will then choose to
purchase the desired products and services available
in store.
To identify the customer needs, the retailer must do
these three things:
• Communicate effectively with the customers and
satisfy their needs.
• Look for different ways to record customer feedback.
• Effective, use of feedback and other information to
take effective decision regarding marketing, buying,
merchandising and selling.
There are many employees in the retail organisation,
who mainly work for customer satisfaction, called
customer service representative. In every stage of the

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 buying process in a retail organisation they provide the
customer service before, during and after the purchase.

Role of customer services in retail

In today’s scenario each and every retailer is trying
to convert the casual customer into a loyal customer
through development of a bond between the retailer
and customer. The customer service marketer is able to
understand the customers’ feelings and emotions with
particular products and is also able to understand the
buying habits of customer.
A successful and effective customer service results
in increase of customer’s value for the store.
A good customer service should focus on:
• Building a dynamic relationship with the customer.
• Making customer service a key element to build
customer loyalty.
• Building competitive advantage.
Through effective customer service a retailer can
maintain a strong relationship with the customer
and convert a casual customer into a loyal customer.
Loyal customers play an important role in continuous
generation of revenue. This is the basic reason why
many retailers work hard to increase the level of
customer satisfaction.

Elements of customer services

The basic elements of customer services which
make it good are as follows:
(a) Communications skills: The salesman
initially greets the customer. Throughout the
Fig. 5.2 Communication
with Customers interaction, the customer forms an opinion and
attitude towards the retail store as far as the
customer service is concerned (Fig. 5.2).
(b) Effective ‘face-to-face’ interactions
with customers: In many retail stores, of course,
the employees deal with the customers ‘face-to-
face’ on a daily basis (Fig. 5.3). Unlike telephone
communication, in which customers use only one
Fig. 5.3 Effective Face-to-Face sense organ (sound) to evaluate the retailer and
Interaction with Customer their apparent attitude towards the customers,
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 these personal encounters offer customers
the use of at least two or more of all the five
senses, upon which to form their opinions.
(c) The art of listening to customers:
Effective communication isn’t simply a one-
way proposition. Communication directed
towards the customer is important, but
communication from the customer is
probably even more important (Fig. 5.4).
The salesman should know what a customer
really wants. It is as easy as listening to
what the customer says (or doesn’t say).
Obviously, to accomplish this one must Fig. 5.4 Listening to the
Customer Views
develop good listening skills.
(d) Handling customer’s grievances
smoothly: Inevitably, the sales person in a
retail store is bound to encounter a customer
who is angry, upset, and unreasonable,
unusually demanding, or all of the above
(Fig. 5.5). Any effective customer service
programme will include methods of dealing
with this type of customer.
(e) Adopting a new, different perspective:
Customer service is a ‘team’ effort. In a
Fig. 5.5 Handling Customer
company dedicated to good customer service, Grievances
an attitude of ‘that’s not my job’ doesn’t exist
(Fig. 5.6).
(f) Monitoring and measuring
effectiveness: There are several
informal ways to conduct
monitoring and measurement for
effective customer service. Asking
customers themselves how well they
think the retail store is doing. This
can be accomplished by using basic
tools, such as customer satisfaction
survey cards, exit interviews with
customers, etc. Fig. 5.6 New Perspectives in term of Shop Layout

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 Notes Advantages of customer service
The advantages of providing customer services are as
follows:
• Helps in serving customers better.
• Increases customer revenues.
• Helps in acquiring new customers.
• Aids in selling products more effectively.
• Helps sales staff to close deals.
• Helps in developing or enhancing the value
proposition offered to customers.
• Enhances customer loyalty.
• Retains customers to increase profits.
• Helps in focussed customer delivery and support
based on customer's segment.
Designing strategic solutions for enhancing effectiveness
of promotions and loyalty programs for customers is the
most important aspect in the retail environment.

Activity 1
Field visit to understand the customer needs and customer
expectations in a retail store.
Materials required
Pen/Pencil, Notebook, Checklist
Procedure
1. Visit a retail store near your home.
2. Meet the executives in the retail store and greet them.
3. Note and write about the body language of the sales
persons and gestures when a customer enters the store.
4. Meet a few customers and write their expectation.
5. Try to list out the reasons for such gestures and
expectations.
6. Prepare a report and submit to the subject teacher.

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 Check your Progress Notes
A. Fill in the Blanks

1. _____________ consumers will not only become customers

but also promote the retail store.

2. __________ is necessary for organisms (customer) to live a

healthy life.

3. Customers need to be __________ about a variety of different

products and services.

4. Designing ___________ solutions for enhancing effectiveness

of promotions and loyalty programs.

B. Multiple Choice Questions

1. Based on products customers need to be divided into how

many types?
(a) Two
(b) Three
(c) Four
(d) None of the above

2. Tangible products are ___________.

(a) soap
(b) electronic gadgets
(c) bicycle
(d) All (a), (b) and (c)

3. Customer service is the provision of service to customers _____.

(a) before purchase
(b) during purchase
(c) after purchase
(d) All (a), (b) and (c)

4. Which is not an element of good customer services?

(a) Communications skills
(b) Art of listening to customers
(c) Monitoring and measuring effectiveness
(d) Argument with customer

5. Which of the following is not an advantage of providing

customer services?
(a) Serve customer better
(b) Decrease customer revenues
(c) Acquiring new customers
(d) Sell products more effectively

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 C. True or False
1. Customer is the one who consumes or utilises any product
or services for his/her personal requirement or need.
2. Customer’s needs are the stepping stone to all modern
marketing concepts.
3. Customer’s needs can be divided into three types.
4. The businessman has to extend a warm welcome to the
customer and greet him/her graciously.
5. Companies have not worked hard to increase their customer
satisfaction levels.

D. Short Answer Questions

1. Who is a customer?
2. How is customer service helpful in acquiring new customers.
3. What is the significance of customers’ feedback?
4. Effective communication isn’t simple a one-way proposition.
Explain?
5. What are the ways to build a rapport with the customers?

E. Check Your Performance

1. Demonstrate the elements of customer services and find its

significance.

2. Role play on obtaining feedback by interacting with customer

and retail store.

Session 2: Effective Customer Service

Always remember that a satisfied customer
contributes more in retail for years,
through purchases and recommends and
refers to others as well (Fig. 5.8). Now let
us try to understand the various aspects
of an effective customer service.

Deal effectively with customers

In order to deal with your customer
effectively, you need to:
• Develop knowledge of merchandise
Fig. 5.8 Effective Customer Service being sold.

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 • Acknowledge/approach customers ideally within Notes
one minute of their entering the department.
• Be friendly and enthusiastic while welcoming the
customer.
• Ask the customers appropriate questions to
determine their needs.
• Offer merchandise to customers, describing features
and benefits.
• Sell related merchandise in addition to customer’s
selected item, wherever possible.
• Deal with customers’ complaints in accordance with
the retail store’s policy.
• Place special orders for customers.
• Use all types of methods of payment.
• Handle complaints courteously and sympathetically.

Effective ways to build customer rapport

A retailer should know that rapport building with
customers is important to provide good service or
increasing sales. Here are some tips for building
customer rapport.
(a) Be adaptable: A retailer should define store
approach for building rapport.
(b) Pace and lead: This is another way to build rapport.
When a customer gets angry or over excited for some
issues, the sales person must show concern in the
customer’s matter and solve it on priority with pace
and lead towards good customer services.
(c) Allow them to get it all out: When an angry
customer comes to a retail store, let them speak
out their problem. After telling his/her problem, the
customer might feel relaxed and you can then solve
their problems.
(d) Repeat again: Once the customer speaks out the
issue, repeat the sentences or important details again
to the customer, saying “Okay, just to recap….” This
reassures the customer that the concerned person
is paying attention.
(e) Get customer name first: Before starting the
conversion with the customer first ask the name of
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 Notes customer rather than the complaint number. The
sales person should use the customer’s name while
discussing the issue with the customer.
(f) Make the customer’s problem the retailer’s
problem: The retailer should treat the customer’s
problem as their own. A good relationship between
a customer and retailer leads to the return of the
customer again.
(g) See it from customer’s point of view: The customer
service associate should put themselves in the
customer’s shoes. If struggling to show empathy,
think of the customer as your close friend or family
member.
(h) Share their priorities: The customer has a list
of priorities. The retailer makes the customer their
priority and addresses their concerns on priority by
taking care of them.
(i) Remember value of an apology: Every retailer
should know the value of an apology. Even they deal
with complaints all the time still they should be very
careful while apologising to the customer.
(j) Retailer doesn’t have to have ‘things in common’:
Some retailers do not have anything in common
with their customers and will therefore be unable to
build a rapport.
(k) Don’t rush: Sometimes the retailer can identify
issues on a regular basis and then rush to rectify
the problem quickly.
(l) Smile: The sales person should always interact with
customer with a smile. The customers notice such
things.
(m) Personal interest in customer benefits: The
retailer can build a rapport with the customer by
showing personal interest in the customer benefits.
(n) Display good listening skills: Every retailer should
show their listening skills by assuring customer that
you are listening by repeating what customer says.
(o) Remain focussed: Stay fully focussed on the
customer and do not distract him/her.
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 (p) Not all customers want to chat: Remember that Notes
angry customers will not want to build any rapport.
They will just want to tell you what the problem is,
for you to fix it.
(q) Avoid assumptions: Do not assume, about what
the customer is saying — actively listen!
(r) End on a high: Always ask the customer if there
is anything else you can do for them, before they
leave. This shows that your priority is giving good
service, not just getting over with the call.
(s) Smile through the complaints: The sales person
needs to always smile, even when the customer is
complaining. They don’t want to hear that the sales
person is having a bad day—they only want to know
whether the retailer will able to solve the issue and
then in turn make the customer smile.
(t) Beware of inappropriate jokes: Everyone must
careful with humour. Sometimes there is risk of a
jokey comment.

Activity 1
Observation of effective ways to build customer rapport.
Materials required
Pen/Pencil, Notebook, and Checklist
Procedure
1. The teacher to make groups with four students in each
and ask them to visit a nearby retail store.
2. Meet the store manager and greet him.
3. Tell him the purpose of the visit and take permission for
visiting the store.
4. The students should observe how the retailer is
concentrating on customers.
5. Examine the ways followed by the retailer to build customer
rapport.
6. Prepare notes on your observation.
7. Discuss the observation in the class and submit the report
to the subject teacher.

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 Notes Check your Progress

A. Fill in the Blanks

1. Always remember that a _____________ customer will

contribute to your business for years.
2. ______________ building with customers over the phone is so
important to provide a good service or increasing sales.

B. State whether the following are True or False

1. All customers should be approached using the same style.

2. When the customer is angry, allow them to vent without
interruption.

C. Short Answer Questions

1. Why should a retailer be a good listener?

2. Every retailer should know the value of an apology. Elaborate.
3. Why is it important to build a rapport with a customer?

D. Check Your Performance

1. Demonstrate the effective ways to build customers rapport.

Session 3: Organisation Standards

Standards of staff appearance in retail
All officers and staff have a personal responsibility to
maintain the standard of appearance in an organisation.
Managers and supervisors are responsible for ensuring
all personnel achieve standards of appearance set out
in the form and they should give recommendation and
guidance wherever necessary.
Standards of dressing and appearance perceive
to offer a number of benefits to the organisation,
such as alignment of employee’s appearance with the
organisation’s brand, the professionalisation of job role,
creation of a sense of organisational identity and health
and safety concerns.

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 (a) Overall appearance: The retail staff should Notes
maintain their standard of appearance. The type of
work sets the formal standard of dress.
(b) Dress code: The employees’ dress code must be
unique in all aspects like age, gender, religion and
culture.
(c) Hair: The hair should be well-tied and well-coloured.
The employees of the store should avoid unnatural
hair colour.
(d) Identity cards with company logo: ID cards mainly
include name, photo, job title and designation of
employee.
(e) Body language: Understanding the body language is
a very important aspect of personal appearance. So,
the body language of the staff should be impressive.
(f) Cosmetics: The make-up should be sober, not
obtrusive or excessive.
(g) Tattoos: Quarter, half and full sleeve tattoos must
be covered at all times.

Precautions to be taken by male staff

The total staff of the retail store should be cautious of
the appearance and behaviour in the store.
The precautions for male staff are as given below:
• The prescribed uniform should be neat and clean
and ironed.
• Hair must be short, clean and tidy.
• One is expected to have a clean shaven look.
• Nails should be cut or trimmed neatly at regular
intervals.
• Avoid earrings and bracelets during official hours.

Precautions to be taken by female staff

The precautions for female staff are as given below:
• Female staff with long hair should tie their hair at all
times during official hours.
• No flowers hooked on the hair are desirable.
• Avoid dark colour nail paints and long nails.

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 Notes • No heavy jewellery should be worn.
• Don’t wear dangling earrings, noisy anklets and
bangles on the floor.
• Apply light make-up

Behaviour in the organisation

A satisfied customer contributes to retail revenue for
years, by his/her purchases and by recommendations
and referrals to other customers. Now, let us try to
understand various aspects of effective behaviour and
dealing with customers, colleagues and superiors.

Dealing with customers

As we know a customer is the king of the market, so every
employee of the retail store should behave gently with
customers.
Some of the guidelines are as given below:
• Every salesman should encounter, meet or talk to
the customer.
• Treat everyone with respect and dignity.
• The staff should be aware of the trends, changes
taking place in the market, taste and habits of the
customers.
• The staff should listen carefully and intently to their
customers, demonstrate respect.
• The salesperson should be comfortable discussing
both small and big numbers of customers.

Dealing with colleagues

Dealing with colleagues is a very important aspect. It
builds the relationship between the colleagues
• A sales person should behave decently and politely
with his/her colleagues in the organisation.
• Being over competitive should be avoided, this is a
negative thing. Try working with ratherthan against
openly competitive colleagues.
• Avoid misunderstandings with colleagues.
• Try praising the competitive co-worker for work well
done.
• Take competition positively, not personally.
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 Dealing with superiors Notes
Dealing with supervisors is also another very important
aspect. It builds the relationship between the subordinate
and the supervisor. The immediate superior is the boss
of the subordinate.
Generally, supervisors control the subordinates like
workers.

Activity 1
Visit a retail outlet/mall to observe the appearance and
behaviour of the male and female staff and their way of
dealing with customers.
Materials required
Pen/Pencil, Notebook, Checklist
Procedure
1. Reach the retail outlet/mall at the decided time with your
group.
2. Meet the executive, greet them and tell the purpose of the
visit.
3. Observe the following and make a note.
• Appearance of male/female executive
• Dress code of both types of employees
• Hairstyle of both
• Tattoo, cosmetics and body language of both
4. Observe their way of dealing with the customers in the
organisation.
5. Finalise your notes with your friends.
6. Confirm and finalise with the executives.
7. Make a report and submit to the subject teacher.

Check your progress

A. Fill in the Blanks

1. ________________________ is an important aspect of personal

appearance.

2. Quarter, half and full sleeve _______________ must be covered

at all times.

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 Notes B. State whether the following are True or False

1. The hair should not be of a colour unnatural than human

hair colour.

2. An employee’s dress code must be unique in all aspects like

age, gender, religion and culture.

3. Dangling earrings, noisy anklets and bangles can be worn

on the floor.

4. Only frontline staff in the store should wear a prescribed

uniform every day.

5. Try working with rather than against openly competitive

colleagues.

C. Long Answer Questions

1. Discuss the standards for staff appearance.

2. What are the precautions to be taken by male and female
staff while working in a retail store?

3. How should one deal with customers, superiors and

colleagues while working in retail store?

D. Check Your Performance

1. Demonstrate personal responsibility to maintain a high

standard of appearance in an organisation.

Session 4: Customer Expectation

Meaning of customer expectation
Customer expectation is the total perceived value from
the products or services. If the actual experience of
customer with goods is more than the perceived value,
the customer will be satisfied. If the actual experience of
customer is less than the perceived value, the customer
will be dissatisfied or disappointed.

Identifying customer expectation

Customer expectations are increasing day-by-day in
the modern times. If the retailer is unable to fulfil the
customer expectations, their existence will not stand
for longer and their reputation will be tarnished. The
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 customer expectations change with time, efforts and Notes
customer needs. Information technology is responsible
for new customer expectations.
Some of the modes of identifying customer
expectations are as follows:
(a) Concept meets reality: Every customer wants his/
her expectations to meet with reality.
(b) Conversation with customers: Conversation
with the customer is also a way of identifying the
customer’s needs and customer expectations. The
customer handling department in the retail is
designated for managing troublesome customers.
(c) Group feedback: A group feedback makes sense for
a whole group of customers for feedback in parts.
(d) Gain insights from community: To know the
customers’ expectation, community is the best
source. Many people use social media, where they
speak freely and openly. Retailers take the feedback
from there and identify the customer expectations.
It is their own motivation to talk about what drives
them, which also means that if they do, it’s relevant
for them and the organisation.

Customer expectations from retailer

Given below are of the latest customer expectations
which are met by retail stores:
(a) Personalisation of goods or services: Every
customer wants personalised information from the
retailer which attaches the customer to the retailer.
(b) More options: Every customer wants many options
in a product, such as product variety, quality,
availability and affordable price.
(c) Listen closely, respond quickly: Every customer
wants retailer information quickly and accurately.
Even every retailer should maintain feedback
systems.
(d) Give front-liners more control: Customers’
expecting from front-line service executives should
understand the type of problem.

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 Notes Confirm customer expectation
After identifying the customer’s expectation the retail
organisation representative should confirm it in the
most effective manner, which is as follows:
• By calling the customer
• By providing extra services

Responding to customer appropriately

Identifying customer needs is a very important function
of the sales representative/executive. After identifying
the customer needs every sales representative has to
respond accordingly and appropriately.
(a) Find their real need: Before responding immediately,
the salesperson should pause for a moment and think
from the customer’s perspective. Why do they want
that feature?
(b) Fulfill the customer need: Once a sales
representative identifies the customers’ needs he/
she must fulfil it.
(c) Meet our customer needs with appropriate
product: Hand over the product as per the
customers’ demand.
(d) Give an honest explanation: If there is a shortage of
the product and it can’t be provided to the customer
then say ‘No’; be transparent and provide an honest
explanation.

Activity1
Visit a retail outlet to recognise customer expectations and the
way of responding to their queries.
Materials required
Pen/pencil, notebook, checklist
Procedure
1. Reach the retail outlet/mall on time with your group.
2. Meet the executives, greet them and request to work with
them.

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 3. While working, observe: Notes
• Customer expectations
• Customer queries
• Customer needs
• How they get satisfied?
4. Note down all expectations, customer queries and your
experience of working in the store.
5. Discuss the reports with your group members.
6. Confirm with executive and add their experiences on:
• Customer expectations
• Customer queries
7. Finalise the report and submit to the subject teacher

Check your progress

A. Fill in the Blanks

1. Customer expectations are raising ______ in modern times.

2. Most customers still want a personal _____________

experience.

3. Every customer’s needs are dependent on the availability of

___________ in product.

B. State whether the following are True or False

1. ‘Expectations’ are the anticipated circumstances of purchase.

2. Customer service decision makers meet the expectations.
3. Service conversations with customer are also an investigation
of the customer’s needs and expectations.
4. It makes sense to look at the part of group of customers for
feedback in parts.

C. Short Answer Questions

1. Why is there a need to identify customer expectation?

2. How can the retail store efficiently meet the customers’
expectation?
3. How can one respond to a customer appropriately?

D. Check Your Performance

1. Demonstrate personal responsibility to maintain a high
standard of appearance in an organisation.
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 Glossary
Accomplished: Highly trained or skilled in a particular activity
Administration: The process or activity of running a business,
organisation, etc.
Appropriate: Suitable or proper in the circumstances
Arrangements: The action, process, or result of arranging or being
arranged
Assumptions: A thing that is accepted as true or as certain to
happen, without proof
Balancing: An even distribution of weight enabling someone or
something to remain upright and steady
Brick and Mortar: Refers to the physical presence of an organisation
or business in a building or other structure
Capabilities: The power or ability to do something
Characteristics: Typical of a particular person, place, or thing
Commodities: A raw material or primary agricultural product that
can be bought and sold, such as copper or coffee
Consignment: A batch of goods destined for or delivered to someone
Contracted: A written or spoken agreement, especially one
concerning employment, sales, or tenancy that is intended to be
enforceable by law
Convenience: The state of being able to proceed with something
with little effort or difficulty
Description: A spoken or written account of a person, object, or
event
Dispatching: Send off to a destination or for a purpose
Distribution: The action of sharing something out among a number
of recipients
Facilities: A place, amenity, or piece of equipment provided for a
particular purpose
Fundamental: Forming a necessary base or core; of central
importance
Hazardous: Risky; dangerous
Hygiene: Conditions or practices conducive to maintaining health
and preventing disease, especially through cleanliness
Implementation: The process of putting a decision or plan into
effect; execution
Implementing: A tool, utensil, or other piece of equipment that is
used for a particular purpose
Intangible: Unable to be touched; not having physical presence
Loading: The application of a mechanical load or force to something.

Glossary.indd 99 7/5/2018 10:51:47 AM

 Notes Measurement: The action of measuring something
Merchandise: Goods to be bought and sold
Merchandising: The activity of promoting the sale of goods,
especially by their presentation in retail outlets
Monitoring: A device used for observing, checking, or keeping a
continuous record of something
Ownership: The act, state, or right of possessing something
Perspectives: The art of representing three-dimensional objects on
a two-dimensional surface
Precautions: A measure taken in advance to prevent something
dangerous, unpleasant, or inconvenient from happening
Pressing: (of a problem, need, or situation) requiring quick or
immediate action or attention
Previously: At a previous or earlier time; before
Procedures: An established or official way of doing something
Procurement: The action of obtaining or procuring something
Recommended: Advised or suggested as good or suitable
Responsibilities: The state or fact of having a duty to deal with
something or of having control over someone
Safely: In a way that gives protection from danger or risk
Scanners: A device for examining, reading, or monitoring something
Shipped: Vessel larger than a boat for transporting people or goods
by sea
Sophistication: The quality of being sophisticated
Spoilage: The action or process of spoiling, especially the
deterioration of food and other perishable goods
Stocktaking: The action or process of recording the amount of stock
held by a business
Surrounding: All around a particular place or thing
Temperatures: The degree or intensity of heat present in a substance
or object, especially as expressed according to a comparative scale
and shown by a thermometer or perceived by touch
Transactions: An instance of buying or selling something
Transferring: Move from one place to another
Tremendous: Very great in amount, scale, or intensity
Ultimate: Being or happening at the end of a process; final
Unloading: Remove goods from (a vehicle, ship, container, etc.)
Unorganised: Not organised
Verification: The process of establishing the truth, accuracy, or
validity of something
Warehouse: A large building where raw materials or manufactured
goods may be stored prior to their distribution for sale

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 Further Readings
Deloitte. 2014. Global Powers of Retailing 2014. Retrieved March
2014.
Douglas, H. 2008. “Retail”. Online Etymology Dictionary.
Dunne, P.M., R.F. Lusch and D. A. Gni Hith. 2007. Retailing, Fourth
Edition. Akash Press, New Delhi.
Ferrara, J.S. 2014. “The World of Retail: Hardlines vs. Softlines”
Value Line.
Gilbert, D. 2000. Retail Marketing Management. Prentice Hall
Publications an impact of Pearson Education, New Delhi.
Greenhouse, S. 2012. “A Part-Time Life, as Hours Shrink and Shift”.
The New York Times.
Jha, M. 2009. Retail Management. Genext Publication, New Delhi.
Juneja, M., R.C. Chawla and K.K. Saxena. 1999. Elements of Book
Keeping. Kalyani Publishers, Ludhiana.
Kotler, P. 1988. Marketing Management—Analysis, Planning,
Implementation & Control, Sixth Edition. Prentice Hall of India
Pvt. Ltd. New Delhi.
Lamb, C., J. Hair and C. McDaniel. 2008. Essentials of Marketing.
Cengage Learning. 363 p.
LaSalle, J.L. 2014. Retail Realty in India: Evolution and Potential.
p.6.
Mitchell, P.H. 2008. Discovery-Based Retail. Bascom Hill Publishing
Group ISBN 978-0-9798467-9-3
Mohammad, A. 2007. Competition and Labor Productivity in India’s
Retail Stores. p.1. World Bank. p. 57.
Nair, S. 2011. Retail Management. Himalaya Publishing House,
Mumbai.
Newman, A.J. and P. Culten. 2002. Retailing: Environment &
Operations. Cengage Learning India Pvt. Ltd., New Delhi.
Pride, W.M., R.J. Hughes and J.R. Kapoor. 2011. Business. Cengage
Learning. ISBN 978-0538478083.
Sachdeva, J.K. and A. Sachdeva. 2011. Mathematics for Indian Retail
Business. Himalaya Publishing House, Mumbai.
Sharma, D.P. 2009. E-Retailing-Principles and Practice. Himalaya
Publishing House, Mumbai.
Sontakki, C.N. 1999. Marketing Management. Kalyani Publishers,
Ludhiana.
Sumit, K. 2010. Retail Selling Skills. Himalaya Publishing House,
Mumbai
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Vedamani, G.G. 2007. Retail Management, Functional Principles and
Practices. Jaico Publishing House, Mumbai.

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 Notes

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 Notes

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 Answer Key
Unit 1: Introduction to Retailing
Session 1: Basics of Retailing
A. Fill in the Blanks
1. Final
2. Retailing
3. Customers
4. Wholesaler
5. Manufacturer
B. Multiple Choice Questions
1. (b) 2. (d) 3. (d) 4. (d)
5. (c)
C. State whether the following are True or False
1. True
2. False
3. True
4. True
5. True

Session 2: Organised and Unorganised Retailing

A. Fill in the Blanks
1. Retail
2. Unorganised
3. Organised
4. Indian
B. Multiple Choice Questions
1. (d) 2. (a) 3. (d)
C. State whether the following are True or False
1. True
2. False
3. False
4. True

Session 3: Store and Non-store Retailing

A. Fill in the Blanks
1. Retailing
2. Independent
3. Chain
4. Franchise
5. Customers
6. Telemarketing

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 B. Multiple Choice Questions
1. (d) 2. (b) 3. (d) 4. (d)
C. State whether the following are True or False
1. False
2. True
3. True
4. False
5. True

Session 4: Indian and Global Retailers

A. Fill in the Blanks
1. Reliance
2. Indian

Unit 2: Receiving and Storage of Goods

Session 1: Classification of Goods
A. Fill in the Blanks
1. Goods
2. Economic
3. Industrial
4. Impulse
5. Processing
6. Speciality
B. Multiple Choice Questions
1. (d) 2. (b) 3. (d) 4. (d)
C. State whether the following are True or False
1. False
2. True
3. True
4. False
5. False
6. True
D. Match the Columns
1. (E) 2. (D) 3. (B) 4. (C) 5. (A)

Session 2: Procedure for Receiving and Dispatching Stock to Stores

A. Fill in the Blanks
1. Tangible
2. Tangible
3. Intangible
B. Multiple Choice Questions
1. (d) 2. (d) 3. (d) 4. (a) 5. (d)
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 C. State whether the following are True or False
1. False
2. True
3. True
4. False
5. True

Session 3: Storage of Goods in Retail Operations

A. Fill in the Blanks
1. Storing
2. Storage
3. Raw
4. Demand
B. Multiple Choice Questions
1. (d) 2. (d) 3. (c) 4. (a)
5. (b) 6. (a) 7. (c)
C. State whether the following are True or False
1. True
2. True
3. True
4. True
5. False
D. Match the Columns
1. (e) 2. (d) 3. (a) 4. (c) 5. (b)

Session 4: Process of Goods Handling

A. Fill in the Blanks
1. Storing
2. Labour
3. Cost
4. Receiving
5. Methods
6. Transportation
B. Multiple Choice Questions
1. (d) 2. (d) 3. (d) 4. (c) 5. (d)
C. State whether the following are True or False
1. True
2. True
3. False
4. False
D. Match the Columns
1. (e) 2. (a) 3. (b) 4. (c) 5. (d)
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 Unit 3: Stock Levels in Store
Session 1: Stock Levels in Retail Stores
A. Fill in the Blanks
1. Stock
2. Minimum
B. Multiple Choice Questions
1. (a) 2. (a) 3. (b) 4. (a) 5. (a)
C. State whether the following are True or False
1. True
2. False
3. True
4. True
5. False
6. True
7. True
8. True

Session 2: Documents Required for Stock Handling

A. Fill in the blanks
1. Scale
2. Delivery note
3. Consignment
4. Computer system
B. Multiple choice questions
1. (d) 2. (d) 3. (a) 4. (d) 5. (c)
C. State whether the following are True or False
1. True
2. True
3. False
4. true

Session 3: Reporting Storage Space

A. Fill in the blanks
1. Floor plan
2. Space allocation
3. Five
4. Aisles Space.
B. Multiple Choice Questions
1. (b) 2. (a) 3. (a) 4. (c) 5. (b)
6. (a) 7. (a) 8. (a) 9. (a)
C. Match the Columns
1. False

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 2. True
3. True
4. False
5. True

Session 4: Handling Equipment

A. Fill in the Blanks

1. Equipment
2. Trolley
3. Handling Equipment
4. Customer
B. Multiple Choice Questions
1. (a) 2. (a) 3. (b) 4. (a)
5. (a) 6. (a) 7. (a) 8. (a)
C. State whether the following are True or False

1. False
2. True
3. False
4. False
5. True
6. False
D. Match the Columns
1 (e) 2. (d) 3. (b) 4. (a) 5. (c)

Unit 4: Customer Service

Session 1: Customer Needs and Service

A. Fill in the Blanks

1. Satisfied
2. Need
3. Educated
4. Strategic.
B. Multiple choice Questions
1 (a) 2. (d) 3. (d) 4. (d) 5. (b)
C. State whether the following are True or False

1. False
2. True,
3. False
4. True
5. False.

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 Session 2: Effective Customer Service
A. Fill in the Blanks
1. Satisfied
2. Rapport
B. State whether the following are True or False
1. False
2. True

Session 3: Organisation Standards

A. Fill in the Blanks
1. Body language
2. Tattoos
B. State whether the following are True or False
1. True
2. True
3. False
4. False
5. True

Session 4: Customer Expectation

A. Fill in the Blanks
1. Faster
2. One-on-one
3. Options
B. State whether the following are True or False
1. True
2. True
3. True
4. False

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