Retail Operations: Concessions,

Merchandising, and Ticket Sales

Chapter 8
 Retail Operations
– Equestrian
• Sporting services
events
–
– Golf facilities and services
Beverage
–
– Marina services
Fast food
–
– Shuttle
Parking bus service
–
– Theater
Premiumproductions
restaurants
–
– Movie theaters
Merchandise sales
– Vending machine services
• Non-sporting events
– Aquatics facilities and services
– Rentals
– Hotel/motel services
– Downhill ski facilities and services
 Food Concession Guidelines
•• Safety certification
Employee appearance
• Sanitation
•• Training goals
Guest relations
•• Maintenance goals
Professional signs and pricing
•• Decorations
Operation goals
• Food handlers guidelines
• Regulations
• Inspections
• Patron comforts
 Continued Sales Strategy
• Make sure security personnel are aware of crowd
demographics
• All staff should complete alcohol management school
• Establish consumption policies
• Tailgating only permitted in parking lots under strict
supervision of security personnel
• Establish non-alcohol sections within the venue
• Develop a designated-driver program
 Questions for Finding a Retail Niche
• How is my store special and unique?
• What groups of people would most benefit by what I
offer?
• How have I physically set up my store to be user-
friendly in a concerted effort to serve this group of
people?
• Is my advertising targeted to the customers I desire
to serve?
• What products do I like?
 Steps to Becoming a Good Buyer
• Be
Seekspecific in defining needs
assistance
•• Understand
Educate the the options
seller about your special needs
•• Tell
Looktheforsupplier
after-sale service
•• Aim forhelp
a win-win
Yell for when situation
necessary
• Impose deadlines and conditions
 Four Ms in Retail

• Merchandising

• Markups

• Marketing

• Methodology
 Keys to Effective Store Layout

• Maximizing the space

• Controlling and
directing traffic flow

• Maximizing exposure
 Common Mistakes Made by Retailers
• Ignoring
No business
the plan
numbers
• No marketing
Not being automated
plan
• No sales
Not knowing
plan your customer
• No advisory
Ignoring employees
plan
• No cash
Being a lone
reserve
ranger
or real cash flow
 Minimizing the Damage

• Lock it up
• Play traffic cop
• Watch who cleans
after the employee
store closes
• Encourage employees
• Keep an eye on the
future
 Traits of Successful Retail Stores
• Consider
Found in prominent
themselveslocations
retail outlets
• Offerinnovative
Sell personalized
goods/products
service
• Offer competitive
Concentrate on apparel
pricingand accessories
• Print catalogues
Stock regularly needed
for employees
supplies
• Merchandise
Sell licensed merchandise
their goods/products