The Retail Process
Wouldn't it be easier if all a retailer had to do was place the products on a table and let the customers pick up what they wanted and pay for it? Maybe the first retailers got away with that, but competition among retailers has made simple retailing a thing of the past. That's because customers wouldn't long put up with sloppy retailing. “Bob's Widgets has a much better selection in all sizes, and the clerks are so helpful.” Bob's business grows and the sloppy retailer is soon looking for another trade. Obviously, there's more to the merchandising process than just placing products out on a table. There's selection, presentation, and transaction. That's where retail clerks can be useful.
Customers want choices. They don't want shoes, they want a wide variety of shoes for men, women, and children in a variety of sizes. A single customer wants just one pair of shoes in his or her size. Your shoe store sells to more than just one customer so you must stock a wide selection. And the selection must meet the current and anticipated needs of the diverse group of people who make up your store's customers.
Who exactly are my store's customers?
The store's owners probably spent thousands of dollars attempting to answer this question as precisely as possible. Business owners typically know typical customers' gross income, discretionary income, family size, primary needs for the store's products, and what makes them buy. Your store manager or department supervisor can give you a broad description of the store's customers and market. The specifics are proprietary — and valuable. All you need is a better understanding of who your store's customers are and a willingness to help them buy.
Products that you have put away in a forgotten location won't sell because the customer doesn't know about them. A product that is placed in a logical location within a well-designed store has a better chance of being purchased. And if the product's packaging illustrates its use or explains the value or application of the product, the product — if value priced — may soon be part of a sales transaction. Many retail clerks participate in presentation by restocking shelves and setting up displays to make products more attractive to buyers.
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That's the retail process. Your job within it is to sell products and services and/or sell the shopping experience to customers. To do that effectively, you must understand the selling process.
Working for a big-box retailer may not give you many opportunities to help customers buy. Most large stores focus, instead, on price and selection, meaning lower wages and more work at stocking shelves. If you prefer to spend more time helping people buy, consider a job in an independent or specialty retail store. Most encourage customer service. In addition, many independent retailers, wanting more experienced and helpful clerks, pay more than minimum wage. Some even offer commission and bonus programs that can offer a living wage.
