Retail Cluster Standards

RETAIL CLUSTER STANDARDS

Content Standards / Concepts / Benchmarks /
BLR 1.0
Applies research to identify viable retail store concepts and career options. / ü  Overview of Retail Industry / BLR 1.1 Examine the different types of retail venues and write a summary that illustrates retail as a type of business and analyzes the future of a specific retail venue or concept.
·  Research the development of retail throughout history including retail in Hawaii.
Include the following:
1.  Kinds of stores
2.  Merchandise
3.  Goods & Services
·  Characterize the various types of retail venues and determine the future viability of each in Hawaii and globally:
o  Department Stores
o  Specialty stores (clothing, electronic, food)
o  Supermarkets
o  Warehouse Clubs (Costco, Sam’s Club)
o  On-line
BLR 1.2 Evaluate career options in a variety of venues within the retail industry and determine the following:
·  Personal interests, strengths and values necessary to succeed.
·  Compensation package and opportunities both in Hawaii and globally.
·  Economic factors impacting the retail industry in Hawaii and globally.
·  Advantages of entering into the retail industry in Hawaii and globally.
BLR 2.0
Applies retail market analysis and marketing principles to improve a retail store concept and/or its services. / ü  Brand Image Analysis
ü  Inventory Management (Introduction) / BLR 2.1 Apply knowledge of market environment, consumer profile and current market conditions to write and present an evaluation of a retail establishment.
Evaluation should include:
·  A SWOT analysis that describes the Strengths, Weaknesses, Opportunities and Threats of an already established retail venue or a new retail concept
·  Company culture/store philosophy
·  Profitability
·  Customer profile
·  Target market
·  Site selection criteria
o  Landlord/Tenant relationships
·  Physical environment of the store
o  Store layout
o  Traffic flow
o  Presentation of products
o  Placement of fixtures
o  Signage
o  Forms of visual merchandising
o  Lighting
o  Music
o  Employees (identification, uniforms)
·  Product merchandising
·  External factors
·  Competitors/complementary businesses
·  Marketing and advertising programs
·  Product mix
BLR 2.2 Evaluate the role, function and importance of inventory management to ensure profitability. The evaluation to include:
·  The impact of inventory supply on the viability of a retail establishment.
·  The impact the external environment has on inventory decisions.
·  Forecasting strategies and techniques to determine inventory needs, including seasonality considerations.
·  The types and use of technology for inventory control and maintenance.
o  Universal Product Codes/Reports
o  Product Ordering/Delivery
o  Technological Advances in Inventory Tracking
·  Strategies for turning inventory.
·  Strategies for inventory expansion, including consideration of profit margins.
BLR 3.0
Analyzes store operations to ensure reliability.
BLR 4.0
Analyze customer service and selling concepts to acquire basic service and selling skills. / ü  Point of Sale Functions
ü  Safety
ü  Risk Management
ü  Store Security
ü  Customer Service
ü  Selling Skills / BLR 3.1 Identify and explain the various Point of Sales operations and their importance in effective cash handling procedures.
·  Identify different forms of payment and explain the advantage and disadvantages of each.
·  Evaluate return, exchange and recall policies and its importance to store operations.
·  Explain the importance of accuracy and integrity in data entry and cash handling.
o  Stock Keeping Unit (SKU) and Universal Product Code (UPC) input
o  Counting change
·  Describe the role of technology and its impact on business practices.
BLR 3.2 Identify, explain and evaluate safety issues, how they affect a retail store environment and operations and ways to mitigate the risks.
·  Explain ADA compliance in a retail setting and how it affects store layout.
·  Outline OSHA and their role in the safe operation of a retail store.
o  Back Safety (Proper lifting techniques)
o  Demonstrate and explain the proper clean up and disposal of potentially hazardous materials.
o  Describe the importance of the Material Safety Data Sheets (MSDS).
o  Extract pertinent information from the Material Safety Data Sheets (MSDS).
·  Propose safety, security, and evacuation procedures for emergency situations in a retail establishment.
o  Employee/Customer Accidents
o  Fire
o  Natural Disasters
o  Power Outages
·  Design and implement a training plan.
·  Evaluate the various risks and exposure involved in the operation of a retail establishment and ways to minimize the exposure to the company by analyzing the role, function and parameters of the following for risk and coverage to reduce exposure:
o  Property insurance
o  Lease insurance
o  General Liability insurance
o  Worker’s Compensation insurance
o  Error and Omissions insurance
o  Professional Liability insurance (if applicable to the business)
·  Describe factors to be considered in formulating a Business Interruption plan
o  Explain the importance of a Business Interruption plan.
o  Delineate the components of a Business Interruption plan.
o  Explain the purpose and function of Business Interruption insurance.
BLR 3.3 Identify and analyze retail security issues and explain its impact on customer service and loss prevention.
·  Justify how service breakdown could contribute to shoplifting.
·  Explore different types of retail “scams” or fraudulent activity and discuss current preventative measures.
·  Illustrate at risk behaviors and recommend possible solutions to prevent shoplifting.
·  Describe security procedures when shoplifting does occur and the importance of following established procedures.
o  No chase policies
·  Robbery
·  Internal/External Shrinkage
·  AMBER alert/CODE Adam
BLR 4.1 Analyze how effective customer service benefits retail establishments and customer satisfaction.
·  Explain the difference between “Service” and “Customer Service.”
·  Develop a personal set of “Shopping Experience Standards” and evaluate these standards at various retail establishments.
·  Explain the importance of first impressions and its role in customer service.
·  Use verbal and non-verbal techniques to communicate effectively.
o  Greeting
o  Eye contact
o  Body Language
o  Professional and physical appearance
ü  Dress
ü  Grooming
ü  Posture
·  Describe various “service behaviors” and explain how they contribute to delivering superior customer service.
·  Develop a set of customer service standards that would support the perception of your establishment brand image.
·  Develop a “secret shopper” report that evaluates service excellence in a retail environment.
o  Complete a “secret shopper” report that evaluates the service standards for a retail establishment.
o  Monitor and measure customer service results using a secret shopper report.
o  Propose improvement strategies based on analysis results.
·  Apply service excellence concepts to resolve retail specific problems.
o  Identify the various types of difficult customers.
o  Describe and role-play the handling of a customer complaint.
o  Formulate various strategies for servicing difficult customers.
BLR 4.2 Model professional behaviors and communication skills that serve both internal and external customers.
·  Describe how nonverbal cues impact customer service.
·  Analyze body language and describe the message it conveys to internal/external customers.
·  Practice proper phone etiquette:
o  “Wears a smile” while answering the phone.
o  Speaks clearly (proper enunciation, pronunciation)
o  Speaks with enthusiasm and sincerity
o  Practices proper language
o  Is prepared to take messages
BLR 4.3 Evaluate selling processes and strategies and how they contribute to service excellence.
·  Recognize and evaluate different selling styles.
·  Explore strategies to determine client needs/wants to increase the likelihood of making immediate and repeat sales.
o  Open/Closed ended questions
o  Lifestyle questions
o  Emotional needs
·  Demonstrate product knowledge and its importance in providing excellent customer service.
o  Demonstrate and articulate the features and benefits of a retail product.
o  Demonstrate and articulate the features and benefits of a retail service.
·  Use the Seven Steps of Selling to demonstrate the selling process in a real life or simulated retail environment.
o  Greeting/Introduction
o  Establish and build rapport
o  Ask questions and listen
o  Features and benefits
o  Overcome and answer objections
o  Close the sale
o  Follow-Up
·  Develop a set of Sales strategies.
o  Suggestive selling
o  Assumptive close
o  Upgrade the sale
o  Substitute selling
o  Add-ons/Impulse
o  Cross-Merchandising
o  Pricing strategies
o  Buying strategies
o  Payment discounts
o  Prospecting
ü  Affinity Cards
ü  Loyalty programs
·  Develop a sales follow-up plan to build clientele and enhance client satisfaction.
o  Use business cards
o  Use brochures
o  Direct mail campaigns
o  Provide samples
o  Networking
o  Database of customer preferences
o  On-line tools (blogs, etc.)
o  Loyalty awards/rewards

Page 1 of 5 Approved 12/08