Retail Sales Management - Assignment
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Added on 2021-06-17
Retail Sales Management - Assignment
Added on 2021-06-17
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Running head: MANAGING RETAIL SALES 1Article Collection and Structured Abstract-Retail Sales ManagementName:Institutional Affiliation:
MANAGING RETAIL SALES 2Article Collection and Structured Abstract-Retail Sales ManagementRetail sales management can be described as a method of promoting more sales and satisfaction of customers by getting a better understanding of consumer needs and products that the company produces. Retail management is important since it enables the company to satisfy customer needs. Effective retail management is characterized by setting of high standards, Sales growth, customer service excellence and sustained performance. This paper analyses 4 articles on retail sales management. There are various theories surrounding retail sales management and over the years various advancements like online selling and multi-channels have been developed.The four papers look at different theories and how these have been used to leverage retail sales.Brief Summary and Theory ProgressionThe various articles analyzed speak about different aspects of retail management. Zarkada-Fraser & Fraser1, write a paper that argues about social marketing initiatives and how they need to be integrated into an organization’s retail system and focused on particular products that are familiar to both consumers and employees, so that a competitive advantage can be achieved. This paper is based on institutional theory, which states that an organization seeks to be legitimate in the eyes of its stakeholders by doing activities perceived as proper or desirable. Their paper further looks at three different factors that influence social marketing in a retail organization. The first factor is institutional orientation under the principles of corporate social responsibility and how this affects retail. The second factor is the interface existing between performance actions and institutional actions, demonstrated by focusing the social marketing programs to existing products. Personnel management issues that lead to successful social marketing in retail are analyzed as the third factor. The authors apply theory by looking at case studies of Australian retail programs. Many major retailers in Australia donate money to different initiatives or organize profit generating activities so that they give back to the communities where their customers come from.2This is an important way of retaining customers as there is a shift by consumers to purchase from organizations which are socially responsible.1AnnaZarkada-Fraser, and Campbell Fraser. ‘Integrating social and economic orientated marketing: A study of retail management.’(2015) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Springer, Cham 2192Gary Armstrong, et al.Marketing: An Introduction. (Pearson Education, 2015)
MANAGING RETAIL SALES 3Another researcher, Chopra3, carries out a study on the product specific expectations of customers from retail sales employees on retail outlets which are organized. The researcher notesthat many retail companies focus on training employees to have specific skills that enable them to effectively market and sell products, but do not do research to find out customer expectations and if these expectations differ by customer gender. The researcher, using a combination of qualitative and quantitative methods, investigates customer expectations by carrying out a surveyon three retail stores, located in Pune, India. Secondary data is collected by analyzing different research reports and journals that speak about human resources and retailing. In collection of primary data, a structured questionnaire is used to carry out the survey and the results are based on a Friedman and Mann Whitney U test. The results of this study show that the three most important customer expectations in retail are complaint management, knowledge of the retail sales staff and prompt service.4 All these expectations do not differ with gender.Cummins, Peltier & Dickson, carry out a research based on developing an Omni-channel framework in selling and sales management for retail.5 The study focuses on six areas, mainly the context of selling, effect of technology, sales process stages, effect on customer relationships,effect on organizational performance and the role of different communication tools or platforms. The researchers do a qualitative research by analyzing different literature from various authors. The results show that there is virtually no research on Omni-channel marketing in sales contexts.6 The authors therefore identify research gaps.3,Komal Chopra. ‘Study on Product Specific Customer Expectations from Retail Sales Employees in Organized Retail Outlets.’ (2017) 7 (1) InternationalJournal of Engineering and Management Research 1114 Lanlan Cao, and Li Li. ‘The impact of cross-channel integration on retailers’ sales growth.’ (2015) 91 (2) Journal of Retailing 1985 Shannon Cummins, James W. Peltier, and Andrea Dixon. ‘Omni-channel research framework in the context of personal selling and sales management: Areview and research extensions.’ (2016) 10 (1)Journal of Research in Interactive Marketing2.6,Dawn R Deeter-Schmelz. ‘Personal Selling and Sales Management Abstracts.’ (2017) 37 (2)Journal of Personal Selling & Sales Management170
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