JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

PGDM (M); TRIMESTER IV; ACADEMIC YEAR 2019-20

1. Course Code: MKTS413 2. Course Title: Retail Store

Operations

3. Course Overview:

Retailing in India is pervasive. More than 13 million traditional retailers dot the length and
breadth of this country. Their business models have been honed by a deep understanding of the
key revenue and cost drivers.

It's not easy competing in today's retail environment. Understanding how to provide top-notch
customer service, merchandising and marketing is critical to maintaining retailer’s share of the
market. Running a retail business requires a set of day-to-day policies and procedures. As in a
race, retailers require the regimentation of well articulated set of systems and process which are
imbibed by all and deployed across the organization. All aspects of store operation (pre-opening
as well as during the operating hours) have to be well thought of to keep the store ready for
customer to provide good shopping experience. The equal focus of the retailer on the shop floor,
the back end and support activities often creates the difference between a successful and
struggling retailer.
The course revolves around the concept of pre-store opening and closing operations; HR in retail
operation; store finance and controls; customer handling and customer care; safety and security;
performance indicators, and store audit.

4. Learning Outcomes:

After undergoing this course, the student will be able to:

1. Draft a plan for smooth functioning of the retail store
2. Handle customer related and staff related hurdles in daily operations
3. Manage the store operations related to merchandise, cash handling, customer services, safety
and security.
4. Record, analyze and interpret store performance indicators.
5. Evaluate and keep track of performance and make good use of information systems in the
store

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* The highlighted cells indicate the key differentiators.

5. List of Topics/ Modules:

Topic/ Module Contents/ Concepts

Module 1: Introduction
Module 2: Inside the store
Module 3: Store Operations
Store Administration
Customer in the store
HR in operations
Merchandise Handling
Customer Service handling
Store safety and security
Store operation parameters
and Store finance and
control
Module 4 : Store audit
Module 5: Information System
 Keeping the store ready for consumer – Pre
and post closure activities in the store
 Annual business plan
 Display and promotions for the day

 Front-end operations of the store
 Handling customer
 Recruitment process
 Goods handling & Assortment management
 Functions of CSD
 Establishing and maintaining security
process
 Loss and shrinkage prevention
 Stock turnover and sales performance
 Managing billing, cash, gift vouchers and
promotions etc.
 Appearance and presentation audit
 Application of IT in store operation

6. Evaluation Criteria:

Component Description Weight

1.Quizzes There will be 3 quizzes in the course and best 2 will be 10 %
considered for awarding grade.
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 Quizzes are based on multiple choice, open ended and
fill in the blank(s) and case lets type of question. These
will be conducted unannounced.
2.Class Marks will be awarded on the basis of student’s level of 10%
participation & internalization and understanding of the class room
Reflective notes discussion
3. Group Project Students have to choose a topic related to day to day
operation of the chosen category of retail store and
conduct a survey / observation of employees or retailers
and submit a report and also make presentation.
The topics might include differences in operational
practices and procedures, audit, HR practices, etc.,
between two categories of stores.
Approval of topic and Scope of Fourth session
Study 10%
Submission of synopsis Sixth session
First review ( development of Twelfth session
instrument/ check list,
interview schedule for data
collection)
Final Submission of report Nineteenth session
Presentation and Viva Voce Twenty Second
session
4.In-class Students are expected to visit different categories of 10 %
Presentation: retail stores and make a presentation on their
observation on various issues related to day to day
operations carried out by the retailer. The topics might
include goods handling procedures and documentation,
store audit procedures and practices, store operations,
etc.
Note: Instructor will provide the topics for the
presentation on 1st Session.
5.Mid Term/End End term exam consists of some direct questions, case/ 60 %
Term Exam and some application based questions to check their
ability to apply the knowledge assimilated and create or
suggest a solution in a given situation.

7. Recommended/ Reference Text Books and Resources:

Text Books Agarwal, Vishal (2012). Store Operations,(2nd ed) Dreamtech Press , New Delhi:
Biztantra
Michael Levy, Barton Weitz, and Ajay Pandit (2012), Retailing Management. (8thed.).
New Delhi: Tata McGraw-Hill India
References Angie Tang, and Sarah Lim, Retail Operations, (2nd ed.), Pearson Prentice Hall .

Store Design and Interiors (20113) New Delhi: Images Group.

IMAGES Magazines:
o Images Retail (English & Hindi) –Monthly.
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 Magazine:
o Retailer- published by IndianRetail.com

Internet http://www.indiaretailbiz.com
Resource: http://www.indianretailer.com/
http://www.indiaretailnews.com
http://www.newsletter@mbarendezvous.com

8. Session Plan
Session Date Topic Requirements: Learning Outcome
Readings/ Cases
Module 1: Introduction
1  What is Retail store Discussion Ability to internalize the
 Economic Justification for Vishal Agarwal, concept of retail, its scope
retailing Ch.1, Pp.3-20 and the need of support
 Retail Terminology Case: An functions to keep the store
approach to ready for shopping
Operational
 Stages of store operation effectiveness LO 1
Vishal Agarwal,
Ch.2, Pp.24--33
2  Pre – store opening: Discussion Understand the role of
Preparation and Pitfalls Vishal Agarwal, operation team member’s
 Various departments & their Ch.6, Pp74-94 role in preparing the store
roles and functions Reading: for the day.
Key management
elements to LO 1
increase store
performance
3  Store Opening and closing Discussion Understand the procedure,
procedure Vishal Agarwal, guidelines and team
Ch. 3,Pp36- 40 involved in opening and
Case-Super retail closing the store
Reading: Indian LO 1
Retail Operations
Benchmarking
& Excellence
Survey 2013

Module 2 : Inside the store

4  Annual Business Plan : plan Discussion Internalization of the
for financial performance Vishal Agarwal, options for better
 Annual Calendar of events, Ch. 4,Pp 43-53 performance
seasons and Stock Reading-
replenishment Improving LO 1
GMROI – Pp.54-
57
Note : Approval
of project topic
and Scope of
4
 Study
5  Display & Promotions for the Discussion Understand the operating
day: both traffic builders and Handout hours huddles and the in-
loyalty builders store activities to attract
Presentation-1 the customer

LO 1
Module 3 : Store Operation
6 Store Administration Discussion Ability to analyze how to
 Retail front-end operation Vishal Agarwal create value to the stake
Generating income Ch.8, Pp.121-127 holders – owners,
Increase the value of retail Reading customers and
assets Operations in a employees.
Secure the income Retail Store - LO-1
Value Analysis
Note:
Submission of
synopsis

7  Store administration Discussion Understand the

Duties and responsibilities Vishal Agarwal importance of operational
related to day to day Ch.12, pp.175- performance of mundane
administration 185 office task to run the
Reading- business
Fire and safety norms Cutting costs LO 1
Pp.186-189
8 Guest Session on store operation procedures
9 Customer in the store Discussion Understand the
 Handling customer, customer Vishal Agarwal dimensions of customer
service to promote and sell : Ch. 7, Pp.101- management on day-to-
Billing, return policies, 118 day basis
checkout post sale services Realize the need for
customer care inside the
store and extending
service
LO 2

10 HR in operations Discussion Ability to identify the

 Recruitment : identifying Handouts skills required for the
specific traits required and best employees on floor, the
retail employees
recruitment practices
recruitment and talent
Presentation -2 search mechanisms
11  Induction- store operation and Discussion & grooming and
inventory Vishal Agarwal compensating the
Shifts and scheduling policies Ch.5, Pp.61- 70 services
Case- ABC Fast LO 2
grooming standards, briefing.
Food retail
company
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12 Merchandise Handling Discussion Understand the procedure
 Goods management- Vishal Agarwal, and documentation of
Goods receiving & Ch.10, Pp145- goods management
Goods returns 155,
Case - Modern LO 3
Expiry, damaged, claims and fashion Garments
their difference from shrink Note: First
review of the
project work-
12th session
13  Assortment strategy and Discussion Internalize the best
management : determinants and Vishal Agarwal, practices of assortment
best practices Ch.11,Pp 159- management
168, LO 3
Case -
Merchandising
the right product
14 Customer Service Desk Discussion Understand the activities
 Handling queries, Enrolment Handout that are to be taken care
for loyalty program & Reading: Best at service desk to
Feedback Practices in facilitate better shopping
Presentation-3 Customer experience
Service and Store LO 3
Performance
Management
15 Store Security Discussion Ability to identify the
 Security personnel and their Vishal Agarwal security issues in retail
involvement with operation and Ch.14, Pp.203- outlet and mechanism to
security process 210 handle the risks
Deploying security for
handling pilferages and
Presentation4 handling emergencies

LO 3

16  Loss prevention and shrinkage Discussion Understand the

control Vishal Agarwal mechanisms to prevent
Shoplifting, spotting Ch.15, Pp.216- shop lifting and pilferage
shoplifters, Preventing 233
shoplifting, Anti shoplifting Reading: LO 3
options Trent,Pp.236-237
Paper shrink key areas like
price changes, difference in PI,
difference in markdowns taken

17 Store operation Parameters and Ability to calculate

Financial Control Discussion various KPI used in
 Stock turnover & Sales Handout monitoring retail store
performance Exercise health
 Sales performance by space & Readings: Store

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 by employee, by day (week Operations LO 4
day-, week –end), by event ,etc
18  Average basket size and bill Discussion
value & Stock line fill and case Reading: Every
fill Retailer
 KRA’S of store manager Needs a KPI
Presentation-5 Strategy
19  Stock Management Discussion Understand the
 Managing stock verification Handout importance of stock
and stock valuation Reading: Retail verification in tracking
 Cash flow planning Success Still shrinkage and activities
 Day to day cash management Depends on Core to be performed at the
and submission to bank & Principles counter in coordination
shrinkage calculation and with service people and
control Submission: norms which are to be
Final Report followed in cash
management

20 Guest Session – Financial Control
Module 4 Store audit
21  Store appearance &
presentation
 Customer services: facilities
including parking, delivery,
warranty administration.
 Stock and storage
 Hygiene & Cleanliness
 Employee discipline
22 Project Presentation& viva
 Presentation by students
LO 4
Ability to identify the
topics/ issues to be
Discussion covered in store audit and
Handout mechanism of audit-
designing a procedure/
mechanism to constantly
check the implementation
of various store policies
to gain an opportunity to
serve better
LO 5
Integrate the content
LO 1to5

Module 5 Information System

23  Need and importance of
technology in retail operations
 Application of technology in
store operation
Presentation -6
Hand out Able to identify the role of
IT in frontend and
backend operation of the
retail store- managing
day-to-day operation,
customer & inventory ,
communication and

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 information exchange
LO 5
24 Summing up Discussion on Applying the
presentation understanding of
dimensions of store
operations

RUBRICS FOR ASSESSMENT COMPONENTS

RUBRICS FOR QUIZ

UNSATISFACTORY MINIMAL PROFICIENT EXEMPLARY
ONLY UP TO 30% BETWEEN 31 – BETWEEN 61 – MORE THAN 80%
ANSWERS ARE 60% ANSWERS 80% ANSWERS ANSWERS ARE
CORRECT ARE CORRECT ARE CORRECT CORRECT
A very few of the A few of the concepts Majority of concepts Most of concepts
concepts are clear and are clear and are clear and are clear and
student is unable to understood by student. understood by understood by the
understand the same. student. student.

RUBRICS FOR WRITTEN ASSIGNMENT

CRITERIA INADEQUATE ADEQUATE ABOVE ADVANCED
AVERAGE
Less than 30% Between 31-60% Between 61-80% Above 80%
Content Demonstrates Indicates thinking Indicates original Demonstrates
some thinking and reasoning with thinking and synthesis of ideas,
and reasoning original thought on develops ideas and indepth
but ideas are a few ideas. with sufficient analysis.
largely evidences.
underdeveloped.
Grammar Many spelling, Frequent spelling, A few spelling, Evidently no
punctuation, and punctuation, and punctuation, and spelling,
grammatical grammatical grammatical punctuation, and
errors. errors. errors. grammatical
errors.
Organization Incoherent flow Demonstrates Coherent and Completely as per
of the thematic logical flow of the specified flow of defined matrices
topics offered. theme/ topics the theme/ topics and clearly leads
offered. Some offered. Overall to logical
points are missing. unity of ideas conclusion.
present.
Format & style Fails to follow Follows prescribed Follows Follows
prescribed format to a limited prescribed format prescribed format
format & style is sense & style is majorly & in detail &
mostly simple. sentence variety sentence variety
elementary. used effectively. used quite
effectively.

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RUBRICS FOR GROUP PRESENTATION
CRITERIA DEVELOPING PROFICIENT ADVANCED
Structure Presentation lacked Basic recommended Good use of IT interface and
clear structure structure was followed marketing concepts in
making a well-structured
presentation
Communicatio Most group members Group members Group members conveyed
n could not convey conveyed clearly clearly
clearly what they had to The arguments were The arguments were well
share not well developed developed
Group No demonstrated Group members Good contribution of group,
Dynamics coordination appear to have good coordination, one-two
contributed, however members in the lead
coordination missing
Overall defense The group was not able The group explained The group was able to
of the to clearly defend the the components of clearly defend all the
presentation presentation. presentation to a components and the
(Q/A) limited extent; justifications offered were
members appeared satisfactory.
disjointed and clear
reasoning missing.

RUBRICS FOR MID TERM & END TERM

UNSATISFACTOR MINIMAL PROFICIENT EXEMPLARY
Y
ONLY UP TO 30% BETWEEN 31 – BETWEEN 61 – MORE THAN 80 %
ANSWERS ARE 60% 80% ANSWERS ANSWERS ARE
CORRECT ANSWERS ARE CORRECT CORRECT.
ARE
CORRECT
Most of the concepts A few of the Many of the concepts Most of concepts are clear
are not clear and concepts are are clear and and understood by the
student is unable to clear and understood by student.
understand the same. understood by student.
student.

Questions for the case discussion

1. Case: An approach to Operational effectiveness

1. As a consultant what are your suggestion to the company to solve the problem?
2. Critically analyze the role of technology in retail operation

2. Case-Super retail
1. Suggest what to do in order to capture the market lose by delay in opening store
2. Do you think there should be some system in order to overcome this problem?

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 3. are there any advantage of outsourcing in terms of preparing girls’ and boys’ toys, toys in
local languages, toys for different age ranges, packaging, effecting savings on
damages,/transport responding fast to customers’ request , etc.?

3. Case: Modern fashion Garments/Footwear

1. As a store manager how will you reduce the cost of good handling from Distribution
Center to Gondola
2. Suggest the ways to improve the profitability of the store through effective handling of
merchandising

4. Case- Merchandising the right product

1. As a merchandiser what is the right way to position, present, and adjust your merchandise
offering?
2. How do you align your retail strategy with suppliers, and how are expectations managed?
3. What are the right products, presented in the right way, that meet customer demand?

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5. Case- ABC Fast Food Retail Company
As a consultant you are requested to put forward your suggestions for the following:
1. Proper policy to ensure minimum loss of vegetables and poultry products and reduction in
the cost .and advice on how to improve its delivery system.
2. Demand forecasting techniques to take care of the seasonality as well as reduction in the
inventory, overcoming shortages as well as other related problems.
3. Suggestion for improving policies

Note: Apart from case study we will be using store visit observation records for analysis and
discussion in the class. Session topics & learning outcomes are explained and the topics for store
visits will be shared in the first session.

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