Retail Management

SUMMARY: Store personnel play a major role in attracting and retaining customers in a retail store. Without productive labor, no merchandise and operational plans can be successful. Store personnel are the most productive assets in a retail store, who can increase or decrease the store's profit.

This chapter discussed the various processes of recruitment and selection to build an effective team of store personnel. Once an applicant is selected for a retail position, he has to undergo various training programs wherein his basic skills can be sharpened according to the requirements of the retail store.

Store personnel can easily get tired and depressed as their work is monotonous and they have to deal with different types of customers daily. The store manager should boost the morale of the store personnel to retain them in the store.