Identify and outline THREE functions of a retail environment. 3 * making a profit, * providing employment or * Functions within a retail environment (eg Buying, customer service).
* A clear outline of each function, indicating its main features (eg buying involves the selection of products relevant to customers. needs), or its purpose (eg provide excellent customer service to ensure customer loyalty and repeat business). Describe the impact of technology on ONE of the key functions of retail organisations, using a relevant example. * Clearly identified a specific piece of technology used in retail organisations and described how this technology had affected a key function of retail organisations.
* Average responses either identified an impact of technology on a key function, providing a retail-specific piece of technology, or described the impact of technology on the retail organisation without providing a specific example. * Weaker responses identified a piece of technology and did not identify any impact this technology had on a retail organisation.Some of these responses simply described what a piece of technology did. IDENTIFY two types of customer objections AND RECOMMEND a strategy to overcome each objection. 4 * Clearly identified two objections related to price, time or merchandise, and recommended a relevant strategy to overcome each.
* Average responses either correctly identified one type of objection and provided a relevant strategy or simply identified two strategies that could be used to overcome customer objections. Explain the benefits to retailers of offering a range of non-cash payment options to customers. * Clearly explained at least two benefits such as increasing customer loyalty, increasing sales or reducing the risk of error or theft as less cash handling is involved. * Weaker responses simply listed a benefit of offering non-cash payment options or explained the benefits to customers. Evaluate the effectiveness of TWO strategies a retailer could use to reduce hazards in a retail store. 4 Clearly provided two strategies and evaluated their effectiveness in reducing hazards in the store. a. Explain the purpose of anti-discrimination legislation.
* To ensure that everyone was treated fairly and equally and that discrimination on the basis of gender, ethnic background, religion, sexuality, marital status or a disability was illegal. * Weaker responses either identified one example of anti-discrimination legislation or made a general statement about anti-discrimination legislation. b.
Describe strategies that a retailer could use to implement anti-discrimination legislation. 4 * Clearly described a range of strategies that a retailer could use. Weaker responses described one strategy a retailer could use to implement anti-discrimination policies in the workplace or listed two different strategies without providing characteristics or features of how these could be implemented. A customer wants to purchase a washing machine. The sales assistant needs to place an order as there are no washing machines left in stock. a.
Outline a procedure that the sales assistant could follow to order the product. 2 * Outlined several steps in a procedure that could be followed to order a washing machine.These were correctly outlined in a logical order, eg record customer details, contact supplier, complete product order form, and follow up with customer when product arrives. * Bad response outlined part of a procedure for ordering a washing machine or listed steps.
b. Describe methods that a sales assistant could use to develop rapport with customers. 4 * Clearly described methods that a sales assistant could use to develop rapport with customers. These responses included methods such as ascertaining customer needs, questioning techniques and offering customer loyalty programs. Mid-range responses described one method that a sales assistant could use to develop rapport with customers or simply listed several methods.
Describe and provide examples of the THREE main methods of approaching customers in a retail environment. 3 * Merchandise approach is used when a customer shows interest in a particular product and a salesperson may respond with those jackets have been very popular this season * Service approach- ask if customer needs assistance * Greeting approach- welcomes the customer into the store Demonstrate how retail employees can behave ethically and responsibly in the workplace. Ethical behaviour involved work duties such as eliminating discriminatory behaviour and awareness of the need for discretion, tact and confidentiality when discussing the business. Responsible behaviour included consistently applying these policies and procedures, as well as following OHS legislative requirements.
* Clearly supply detailed examples of both ethical and responsible behaviour from the workplace. * Bad ones showed a limited understanding of either ethical or responsible behaviour or were incapable of distinguishing between them. Some of these candidates also discussed expectations rather than behaviours.Identify and explain why a specific closing technique may be used by professional salespersons. 3 A number of candidates were unable to interpret the intention of this question and provided generic responses as to how a salesperson could close a retail store at the end of trading for the day. * Clearly identified and explained a specific closing technique using correct retail terminology. Responses such as assumptive close, final chance, special offer, and narrow down were commonly identified and specific explanations as to the use of such techniques were provided. Average responses clearly identified a closing technique using correct retail terminology but were only able to provide a limited explanation as to why that specific technique was used.
* Poorer responses either identified a closing technique without any explanation as to why that particular closing technique should be used or provided a simple narrative response using nonretail specific terminology. A number of poorer responses misunderstood the intention of the question and provided an explanation of how to close a store or to farewell a customer.Outline signals a customer may use to indicate that she/he is ready to buy a product. 2 * Provide a range of buying signals shown by customers such as producing a wallet/purse, taking the product to the point of sale area or asking a salesperson.
Where do I pay for this item? * Able to incorporate an adequate description of how these signals should be interpreted as buying signals by the professional salesperson * Average responses only identified a buying signal without providing an outline of how these signals should be interpreted as buying signals by the professional salesperson.Outline why housekeeping procedures are important in the point-of-sale area. 2 Most candidates outlined the positive effects of good housekeeping (eg improved sales). Better responses clearly outlined the importance of housekeeping in the point of sale area. (more than one) Compare and contrast the professional behaviour and personal presentation for a salesperson in a hardware store and an exclusive menswear store. 4 * Included both similarities and differences between salespeople in both retail environments in relation to both their behaviour and presentation. Poorer responses identified some similarities or differences between the retail environments but displayed a limited knowledge of common standards of behaviour or presentation in the retail environment. Many students were unable to give details about common standards but were able to relate knowledge about the differences between the two retail environments.
Retailers offer a wide variety of payment options to customers. Evaluate the advantages and disadvantages of these for RETAILERS.15) The majority of candidates used a range of payment options, highlighting their respective advantages and disadvantages from a retailers’ point of view. The range of payment options evaluated included: cash, credit cards, debit cards, EFTPOS, lay-by, gift vouchers, credit notes, store accounts, barter card, travellers cheques and smart cards. * Identified and described a comprehensive range of payment options and effectively evaluated each one. * Also able to make a judgement on whether certain payment options were of value to the etailer or not. * Poorer responses concentrated on only one payment option or gave a general evaluation of payment options as a whole. Describe the responsibilities of retail employers to manage risks under Occupational Health and Safety legislation.
(15). Candidates generally described the employer’s responsibilities with the risk management process including identification, assessment and control of risks. They also included some description of the safety of others such as customers and tradesmen. Clearly described the establishment and duties of the OHS committee as well as the need for employers to provide appropriate training in the use of equipment, manual handling techniques and general safety within the work environment. * Average responses were able to outline a number of the responsibilities of employers under the OHS Act (2000) in terms of risk reduction but were unable to provide a description of the need for training in the workplace.
Responses also contained some descriptive rather than retail specific terminology.Recommend a suitable greeting a retail assistant could use that includes both verbal and non-verbal communication. 2 Smile and say hello to make the customer feel welcome.
Provide an example of how stereotyping can be a barrier to effective communication with customers. 2 If sales assistants make judgements or assumptions about customers, then their individual needs may not be met, e. g. dressed casually so could not afford expensive jewellery.
Recommend THREE strategies retailers can use to be environmentally responsible. * They reduce the number of bags being given to customers so that this reduces the amount of non-biodegradable rubbish * Dispose of waste thoughtfully through correct channels so as to not pollute waterways * Recycle, Reuse, Reduce. This will reduce the amount of packaging that ends up in landfill and reduces the amount of trees needed for paper and cardboard production Australian supermarket shoppers are now able to scan, bag and pay for grocery items themselves using a self-serve checkout. Explain the impact that the introduction of self-serve checkouts can have on retailers. Self-serve checkouts will mean more customers can be served and waiting times can be reduced.
Costs will fall, as less staff is required on checkouts.However, the store will have to spend money to purchase the equipment and train staff. They could also increase the opportunity for theft. Explain the importance of signs and symbols when managing OHS in theworkplace. 4 Signs and symbols help prevent injuries to customers and staff because they are made aware of potential hazards and can avoid injury, e. g. lippery when wet sign, danger– hot surface sign. This will reduce costs to a retailer through insurance and workers compensation claims.
Analyse the THREE different types of complaints and how they can be effectively handled to ensure customer satisfaction. 15 Types of complaints: * PRICE – overcharging, value for money, incorrect * PRODUCT – damaged, faulty, does not match description * SERVICE – poor and inconsistent service (slow, pushy, abrupt, disinterested, lack of product knowledge) Handling complaints effectively: Convey positive, helpful attitude in line with store policy * Use sensitivity, courteousness, discretion, active listening, effective questioning * Refer to supervisor when required * Complete relevant documentation * Follow-up action as required Customer satisfaction * Improved relationships – customer loyalty, good reputation, repeat business, maximise future sales * Identifying and overcoming existing problems – improving product/service quality * Eliminating entrenched work practices * Improving productivity * Enhancing output quality * Future development of the store/employees