Marketing bán hàng - Chapter 17: Managing the store

Chapter 17Managing the StoreStore ManagementManaging the Store Layout, Design andVisual MerchandisingCustomer Service2Store Managers Run a Business“This is your business. Do your own thing. Don’t listen to us in Seattle, listen to your customers. We give you permission to take care of your customers.”James Nordstrom, the CEO of Nordstrom’s 3Strategic Importance of Store ManagementOpportunity to Build Strategic AdvantageDifficult to Have Unique, Compelling MerchandiseCustomer Loyalty Often Based on Customer ServiceDifficulty of Store Managers JobManaging Diverse Set of Unskilled PeopleIncreasing Empowerment and Responsibility to Tailor Merchandise and Presentation to Local Community4Store Managers’ ResponsibilitiesVaries Dramatically By Type of RetailersSpecialty Store vs. Department StoreEntrepreneurP & L ResponsibilityManage PeopleResponsible for Two Critical AssetsPeople Sales/EmployeesSpace Sales/Square Foot© Digital Vision5Responsibilities of Store ManagersUndertaken by Store Managers6Steps in Employment Management Process7Recruiting and Selecting EmployeesUndertake Job AnalysisPrepare Job DescriptionFind Potential ApplicantsScreen CandidatesSelect Employees8Job Analysis9Job Description The activities the employee needs to perform The performance expectations expressed in quantitative termsA guideline for recruiting, selecting, training and evaluating employeesSteve Mason/Getty Images10Approaches for Locating Prospective EmployeesLook beyond the retail industryUse your employees as talent scoutsProvide incentives for employee referralsRecruit minorities, immigrants and older workersUse your storefront creativelyJack Star/PhotoLink/Getty Images11Sources of Information for Screening ApplicantsApplication FormsReferencesTestingProviding a Realistic Job PreviewThe McGraw-Hill Companies, Inc./Lars A. Niki, photographer12Interviewing Questions13Suggestions for Questioning ApplicantAvoid asking questions that have multiple partsAvoid asking leading questions like “Are you prepared to provide good customer service?”Be an active listener. Evaluate the information being presented and sort out the important comments from the unimportant. repeat or rephrase information summarize the conversation tolerate silence14Equal Employment Opportunity Commission (EEOC)Age Discrimination and Employment ActDisparate TreatmentDisparate ImpactAmericans with Disabilities Act (ADA)Legal Considerations in Hiring and Selecting Employees15Socializing and Training EmployeesOrientation ProgramTrainingWhere, when, whatStructured vs. unstructuredClassroom vs. on-the-jobAnalyzing Successes and Failures(c) image100/PunchStock16Motivating and Managing EmployeesSetting GoalsMeasuring Performance ProvidingIncentivesto AchieveGoalsProviding Feedback17Leadership Process by which one person attempts to influence another to accomplish some goal or goals Leader BehaviorsTask-OrientedGroup Maintenance C Squared Studios/Getty Images18Types of LeadersAutocraticDemocraticTransformational © Digital VisionWhich Type of Leader Is the Most Effective?19Setting Goals How High? How Easy to Achieve? Get Participation ofEmployees inSetting Goals Royalty-Free/CORBIS20Why Set Goals?Employee performance improves when employees feel:That their efforts will enable them to achieve the goals set for them by their managersThat they’ll receive rewards they value if they achieve their goalsRoyalty-Free/CORBIS21Individualized Motivation Programs Impact of Goals Differs Across People Different People Seek Differ RewardsA La Carte Reward ProgramsSelection of Compensation PlansSteve Cole/Getty Images22Maintaining Morale Meetings before store opening to talk about new merchandise and hear employee opinions Educate, set sales goals and have a pizza party when goals are met Divide charity budget and ask employees how their share should be used Print stickers - auto detailed by Rob” Give every employee a business card with the company mission statement printed on the backPando Hall / Getty Images23Sexual Harassment Sexual harassment is unwelcomed sexual advances, requests for sexual favors, and other verbal and physical contact.Sexual Harassment showing obscene photographsmaking lewd comments and gesturesstaring in a sexual mannermaking work environment hostile 24Procedure for Sexual Harassment Allegation25Evaluating and Providing Feedback to EmployeesEvaluation Who, when, how often?Feedback Performance outcome vs. process26Jim Taylor’s Six Month Evaluation27Common Evaluation ErrorsStricknessLeniencyHaloingRecencyContrastAttributionsRatings unduly negativeRating unduly positiveUsing the same rating on all aspects of the evaluationPlacing too much weight on recent events rather than evaluating performance over the entire periodHaving the evaluation of a salesperson unduly influenced by the evaluation of other salespeopleMaking errors in identifying causes of the salesperson’s performance28RewardsExtrinsic Rewards are rewards provided by either the employee’s manager or the firm such as compensation, promotion and recognition.Intrinsic Rewards are rewards employees get personally from doing their job well like doing their job well because they think it is challenging and fun29Compensating EmployeesCompensation Type Straight salary Straight commission Quota bonus Setting quotas Individual vs. group incentivesRoyalty-Free/CORBIS30Advantages and Disadvantages of Straight SalaryStraight Salary Incentive CompensationOffers flexibility in assigning employees Has high motivating potential to activities Builds stronger employee commitment Has more variable costIs easy for employees to understand Relates compensation to productivityIs easy to administerAllows for better performance of non-selling activities such as customerservice31Designing a Compensation PlanDetermine Appropriate CompensationDecide on Percent of IncentivesUse Average Sales Per Employee to Set Incentive Rate$12/Hour1/3 Salary2/3 IncentiveSales/Person - $150 5.33% Commission $4/Hour Salary $4 = 5.33% x 150 = $1232Controlling CostsCosts Controlled by Store ManagersLaborMaintenanceInventory Shrinkage EnergyHeatingLighting33Labor Scheduling System34Calculating ShrinkageAccounting Record – Actual Inventory Sales$1,500,000 - $1,236,00 = 6.7% $4,225,00035Sources of Inventory ShrinkageEmployee Theft 46%Shoplifting 31% Mistakes andInaccurateRecords 17%Vendor Errors 6%36Preventing ShopliftingStore designEmployee trainingGood customer service Security measures Dye capsules, TV cameras EASProsecutionPhotoLink/Getty Images37Spotting Shoplifters38Use of Security Measures by Retailers39EAS Tags40Reducing Employee TheftTrusting, supportive work atmosphereEmployee screening Honesty, drug testingSecurity personnel - mystery shoppersPolicies and proceduresEmployee theft is an HR problem.41