Retailing is any activity. Organization of trade in retail sales: main stages

In the process of product distribution from manufacturers to consumers, the final link that closes the chain of economic relations is retail trade.

Retail trade is the launching pad for a new cycle of production and circulation, as goods are converted into money. In retail trade, goods move from the sphere of circulation to the sphere of collective, individual, personal consumption, i.e. become the property of consumers. Buyers through retail trade optimally satisfy their needs, and retail trade, taking into account the wishes of buyers in its assortment, can sell more goods and ensure commercial success.

In contrast to the planned economy, which, as a result of the instructions of the planning authorities, deprived the retail trade of grounds for independent action, the market economy requires the retail trade entrepreneur to manage on the basis of personal responsibility. In his assortment, the entrepreneur is guided by the wishes of customers and transfers these orders to suppliers, that is, in the market he is a link between the manufacturer and the consumer. The better the entrepreneur in retail trade takes into account the wishes of buyers in his assortment, the more items he can sell, the higher will be his commercial success. Customers, for their part, are able to optimally satisfy their needs through retail trade. Thus, both the retailer and the buyer benefit from mutual dependency and the retailer's willingness to work.

commercial work selling goods in retail trade enterprises unlike wholesale enterprises has its own characteristics.

1. Retailers sell goods directly to the public, that is, to individuals, using their own specific ways and methods of retail sale.

2. Trade services for the population presupposes the availability of specially arranged and equipped trading premises adapted for:

Best customer service;

Ability to offer and sell goods to each specific person;

Implementation of the selection and formation of the trade assortment;

Constant study and consideration of consumer needs of buyers.

3. The retail network, in contrast to the wholesale network, is characterized by great territorial disunity and fragmentation; its activities can be attributed mainly to the small business sector. The leaders of retail trade enterprises are required to have great entrepreneurial spirit and initiative in commercial work to organize the sale of goods to the public; the ability to serve customers well, resist competitors and ensure a normal profit.

The change in the form of ownership in the retail trade has led to a sharp increase in the independence of trade enterprises. Commercial initiative and enterprise have been widely developed in the organization of retail sales of goods. An important element of commercial work on the sale is the formation of the optimal range of goods in the store. Establishing the optimal assortment is directly dependent on the type and specialization of the enterprise. In retail trade, there is a process of opening branded trade enterprises of commodity-producing industries. There is a retail network that sells the products of bakeries, meat processing plants, and dairies. The process of universalization of trade enterprises is taking place everywhere, the number of mixed stores is growing.

During the period of market reforms, many retailers re-profiled their activities; arbitrarily changed the existing trading profile; excluded from the range of goods daily demand. Within the sphere of trade, a need arose for a new form commercial activities, ensures the greatest efficiency of the process of selling goods. Special services are created:

On the study and forecasting of consumer demand;

Control over the activities of stores;

Analysis and determination of the effectiveness of certain forms and methods of trade;

Development and design of a new type of product, based on the results of probable demand;

Implementation of standardization and prototyping;

Information of buyers about consumer qualities and properties of new products;

Organization of exhibitions, etc.

Specialized forms of after-sales service for technically complex products are being created and are becoming widespread.

Retail is any type of entrepreneurial activity for the sale of goods (services) directly to end consumers for their personal non-commercial use.

Retail trade performs the following functions:

1. Sorting of goods. Retailers are involved in the sorting process by collecting a range of products from a large number of suppliers and offering them for sale.

3. Placement of goods. Retail trade stores goods, prices them, places them in sales premises and performs other operations with goods.

4. Payment for goods. Of course, products are paid to suppliers before they are sold to end consumers.

5. Completion of the purchase and sale transaction. At the same time, they use the appropriate location of stores and their working hours, credit policy and provision additional services.

Other functions include such as:

Solving problems of returning goods;

Providing discounts;

Buyer consultations;

Acceptance of expenses caused by theft, damage, aging of goods;

Ensuring the development of new markets by introducing new products.

The indicator of the quality of the retail trade network is:

1) the ratio of enterprises selling food and non-food products;

2) specific gravity specialized stores in the total number of trade enterprises;

3) forms of sale and service methods used;

4) the ratio of retail space used for the sale of individual groups of goods;

5) duration of use of the retail space during the day (working hours);

6) the ratio of the trading area of ​​enterprises located in such detached and built-in buildings;

7) the average size retail space of one store. Retail trade network on the basis of stationarity

classified according to the following types: 1) stationary - shops and the like;

2) small retail - pavilions, tents, kiosks, stalls;

3) mobile - trade from cars, trays. Traditionally, retail trade is carried out through stores. There are two main types of store trade:

1) trade through the service counter;

2) trade with open access to the goods.

1. Trade through the service counter includes the following operations:

1) meeting the buyer and identifying his intentions;

2) offer and display of goods;

3) assistance in choosing goods and consultation;

4) offering related and new products;

5) carrying out technological operations related to cutting, weighing, measuring;

6) settlement operations;

7) packaging and delivery of purchases.

2. In trade with open access to goods the following methods are used:

1) preliminary selection of goods;

2) free selection of goods;

3) self-service.

1. Preliminary selection of goods provides for the presentation of samples on the trading floor and self-acquaintance of buyers with them. After choosing the goods and paying for the purchase, the seller hands over the goods corresponding to the samples to the buyer. With this method of sale, working stocks of goods are placed separately from samples. It is convenient because in a relatively small area trading floor You can exhibit samples of a fairly wide range of goods. Typically, this method is used when selling technically complex and bulky goods, as well as those goods that require measuring and cutting before they are released to the buyer. This method is used to sell household refrigerators, washing machines, lighting, heating and heating appliances, sewing machines, televisions, radio equipment, musical instruments, motorcycles, bicycles, furniture, fabrics and other goods.

2. With the free selection of goods, buyers have the opportunity to independently examine and select the goods laid out at the workplace of the seller. they are laid out on the shelves, slides, stands. The functions of the seller in this method of sale are reduced to advising buyers, weighing, packing and dispensing the goods they have selected. Settlement transactions can be carried out at cash desks installed on the trading floor or at the seller's workplace. Selling goods with free selection is convenient compared to traditional methods, since many buyers can simultaneously monitor openly laid out samples of goods without distracting sellers to perform functions related to displaying goods and information about their assortment. The use of this method allows

Increase store throughput;

Increase the productivity of salespeople.

Typically, this method is used when selling those goods that are sold in self-service stores through service counters - fabrics, shoes, hosiery, haberdashery, stationery, household and other goods.

3. Self-service belongs to one of the customer-friendly methods of selling goods with open access. This is a sales system without a seller. Self-service allows

Accelerate operations for the sale of goods;

Increase the throughput of stores;

Expand the volume of sales of goods.

This method provides for free access of buyers to the goods presented on the trading floor, the ability to independently inspect and select them without the help of the seller, and allows for a more rational distribution of functions between store employees.

Payment for the selected goods is carried out at the settlement nodes serviced by controllers-cashiers. When self-service changes:

Technological planning of the trading floor and other premises of the store;

Organization liability and shipping;

Functions of store employees.

The self-service method is used in the sale of most food and non-food products. The exceptions are household electrical appliances and cars, refrigerators, carpets and rugs, sets and crystal, bicycles, motorcycles, boats, motors, television and radio equipment, jewelry, watches, souvenirs and some other goods, since when choosing them, buyers, as a rule, need the help of sellers. These products, as well as products that require cutting, packaging, etc. sold in self-service stores through the counter of individual service.

The first self-service store was opened in 1915 in Memphis (USA). The store was called "Sila", and the system itself was called "cash and carry",

The existence of stores is not a prerequisite for retail. At present, the methods of pozomagozinnoi trade have become widespread. Out-of-store sales account for 12% of all consumer purchases. According to the forecasts of some experts at the beginning of the XXI century. half of all goods will be sold outside stores. According to other estimates, by the same time, about one third of all sales of consumer goods will take place through non-store channels (through teleshops, through catalogs and via the Internet).

Non-store trade is divided into four main categories:

1. Personal sale. It originated centuries ago, when there were still traveling traders, and has evolved into a $9 billion industry with more than 600 companies offering their products to homes, offices and special parties. There are three types personal selling:

1) one-on-one selling (actually personal selling), in which the seller makes a visit to one person (a potential user of the product) and tries to sell his product to him;

2) one-to-many sales. A sales representative comes to the house of a person who has invited friends and neighbors to a party or other similar event. Then he demonstrates his product and takes the order. Top Sellers usually get big bonuses. For example, Magoo Kay offers distributors with the most distinction diamonds, mink fur and the right to drive a pink Cadillac for a whole year. According to experts, every ten seconds in the world during the "trade meeting" one commercial operation is carried out. This form of sale was first introduced in the United States and has spread to more than 50 countries around the world. A similar form of sale is used, among other things, by the well-known Swiss Hodzing company Zelter, a world leader in the field of healthy nutrition and lifestyle, which produces high-quality tableware and top-class cosmetics. The company has its representative offices in more than 30 countries of the world. So far, it seems unusual for most domestic buyers when a representative of the company comes to their home and talks in detail about the dishes that he shows, immediately cooks in it or demonstrates environmentally friendly creams, lotions, the capabilities of the ultra-modern Zepter-Biotronic lamp, which allows you to independently conduct a course of treatment of various diseases, burns and wounds. After such a show, an employee of the company professionally answers all questions of interest to the client. Such attentiveness pleasantly surprises and, more importantly, captivates. However, such an attitude of the company's employees towards customers is a service norm. When the customer becomes, by its own definition, the happy owner of a product, the company does not leave him alone with a high-tech product. At any time, the consumer can contact his regional manager and instantly solve all the problems that arise at first. Moreover, as follows from advertising messages, the company provides a lifetime warranty on all products;

3) multi-level (network) marketing. The pioneer of this type of sales was the company Amway, whose turnover in 1994 exceeded $ 5600000000. Half of the operations of this company is in Japan and the Pacific region. This is a "pyramid version" of personal selling, in which the company recruits independent workers, become distributors of ITS products. These distributors, in turn, hire other people and sell goods to them, and they also hire distributors, etc. own sales goods to end consumers.

2. Direct Marketing its roots are straight mailing list and catalog sales. In the UK, mail-order trading has become widespread - more than 18 million people (almost one-third of the country's population) use this form of trade. In Germany, the mail order business accounts for more than 5% of retail turnover. The main convenience of parcel trade is the sale of goods on credit with installment payment. When buying a product, the buyer is obliged to pay 5% of the cost of the product (the product is sent on the seventh day after placing the order), and the remaining amount is repaid within 5-9 months, depending on the type of product. Today, direct marketing includes other sales methods, such as telemarketing, specialty TV channels (home shopping programs and infomercials), and e-commerce.

3. Sale through vending machines. Vending machines sell a wide range of products, including both impulse purchase items needed in various conditions(cigarettes, soft and hot drinks, sweets, newspapers) and other products (tights, cosmetics, various light foods, hot soups, music albums, films, T-shirts, insurance policies). Vending machines have reached their maximum development in Japan, where they distribute jewelry, frozen meat, fresh flowers, and alcoholic beverages. Vending machines can be found in every factory, office, major retail store, gas station, hotel, and restaurant.

From the point of view of buyers, such machines have the following advantages:

Work 24 hours a day

They provide the possibility of complete self-service and a "clean" product that practically no one has ever held in their hands.

4. Trade service. At the same time, the retailer, who does not have a separate store, serves some regular customers (as a rule, these are employees large organizations schools, hospitals, unions, government agencies). Employees of such an organization create their own network trade service and qualify for discounts at various retailers that have agreed to participate in the program. For example, if a person is going to purchase a video camera, she receives a special form from the company organizing the service, goes with him to one of the participating stores and, in case of purchase, receives a discount there. After that, the store transfers a small commission to the organizing company.

Ministry of Education Russian Federation

INSTITUTE OF MODERN ECONOMY

Faculty Economic No. stud. ticket ______

Well 3 Form of occupation part-time Group No.

Speciality Business Management Economics

Item Marketing

COURSE WORK

Subject Retail and its functions

Moscow, 2010.

Introduction

In the process of commercialization of the Russian economy, the form of sale of goods, such as retail trade, is of particular importance.
Retail is the final form of selling goods to the final consumer in small volumes through shops, pavilions, stalls, tents and other points of the retail network. Commercial work on sales in retail trade enterprises, in contrast to wholesale enterprises, has its own characteristics. Retail trade enterprises sell goods directly to the public, that is, individuals, using their own, specific ways and methods of retail sales, finally complete the appeal from the manufacturer of the product. Retail trade enterprises in the conditions of functioning market economy represent an independent link in trade and services.

The development of retail trade requires the creation of special services for the study and forecasting of consumer demand, the formation of the optimal assortment of goods, the analysis and definition of progressive forms and methods of retail trade at the level of the region, territory, region, district, with the strict support of state and municipal authorities in order to control the progress of retail trade, the development of new types of products and goods.

The relevance of the chosen topic lies in the important growth in the development of retail trade, since it is retail trade that allows not only to dynamically respond to changes in market environment but also to improve the quality of life by timely meeting the needs of each consumer. That is, competition among wholesale operators is growing, for example, in a number of cities one can talk about the physical saturation of the market with large stores and shopping centers. New forms of retail are emerging.

Retail trade does not stand still and changes along with the change of human society. The volatility of consumer behavior is the strongest driver of change in retail. Changes in consumer behavior is as follows:

Increasing shortage of time that can be spent purchasing goods in stores: faster shopping, more semi-finished products are purchased;

An increase in the income of the population, at the same time an increase in the desire to receive goods best quality for the minimum cost.

The object of research is retail trade.

The purpose of the work: to define the concept of retail trade, to understand the essence and study its functions, to analyze the impact of retail trade on the Russian economy over the past two years.

To achieve this goal, it is necessary to solve the following tasks:

Describe the concept of retail

Highlight the main functions of retail trade;

To study the role of retail in market development;

Conduct an analysis of the state of retail trade in Russia;

Consider the prospects for the development of the retail market.

Chapter 1 Concept, essence and types of retail trade

1.1 The concept and essence of retail

Retail trade is the trade in consumer goods, as a rule, for cash payment through a retail network to meet the personal needs of the population.

In retail trade, circulation processes are completed, as goods become the property of the consumer, falling out of the sphere of circulation. . Unlike wholesale trade- goods purchased in the retail system are not subject to further resale (according to current legislation), but are intended for direct use. Relations between the seller and the buyer in the retail system are regulated by a special law (in the Russian Federation, this is the law on the protection of consumer rights). The subjects of the retail trade process - the seller and the buyer An indispensable attribute of retail trade is a cash register and a cash receipt. Retail trade includes the sale of goods through vending machines.

We will consider the concept of retail trade from the point of view of the current legislation and tax authorities.

Article 346.27 tax code Russian Federation defines retail trade as entrepreneurial activity associated with the sale of goods (including for cash, as well as with the use of payment cards) on the basis of retail sales contracts.

From this definition it follows that:

Firstly, trade in goods falls under UTII only if it is carried out as part of a retail sale and purchase agreement. Accordingly, the sale of goods under a supply agreement is not subject to UTII (according to letters from the Ministry of Finance of the Russian Federation);

Secondly, settlements between the seller and the buyer can be carried out in any form (both in cash and non-cash).

Under a retail sale and purchase agreement, the seller, carrying out entrepreneurial activities in the sale of goods at retail, undertakes to transfer to the buyer goods intended for personal, family, home or other use not related to entrepreneurship. The retail sale contract is public. public contract purchase and sale (in accordance with article 426 Civil Code Russian Federation) is a public offer (that is, an invitation to make transactions on the terms of an offer addressed to an indefinite circle of people), which can be accepted by the consumer (buyer) by purchasing goods in a store (outlet). Accordingly, such an agreement comes into force from the moment of acceptance of its terms by the buyer.

Most of the letters from the Ministry of Finance of the Russian Federation contain the definition of retail trade from the Tax Code of the Russian Federation, emphasize the purpose - the purpose of the goods - and say that retail trade does not include sales in accordance with a supply contract.

Retail is an integral part marketing activities, which requires a number of decisions to be successful in the market in a competitive environment. Trade affects the development of production, ensures its continuity and consistency. It enables the most efficient use of material resources to meet the needs of the population. Trade plays an important role in economic ties between town and country, between industry and agriculture.

1.2 Basic Retail Functions

Retail functions and working conditions are determined by direct contact with the end consumer: the retailer must provide consumers with products that best meet their needs and tastes. Consequently, the purchase of goods and the formation of an assortment is a very difficult task for a retailer; he must follow the requests of his customers and guess their tastes at the time of placing his orders. The manufacturer of goods receives information about changes in demand through the retailer. Here it is important to correctly interpret the desires of buyers in order to avoid errors, both in determining the volume and its distribution by type of product.

In turn, the retailer must take into account promotional activities manufacturers of products that have a direct impact on consumers when choosing products. The merchant himself also informs his customers about the features and quality of the goods sold; This feature is of particular importance in modern society as more and more new products enter the market,

The sales opportunities available to the retailer depend, of course, on the extent to which the stock of goods that he can offer to buyers corresponds to their demands, formed under the influence of advertising. However, these opportunities also depend on other factors that influence the choice of a particular store by customers. Together, they form what we call the services provided to customers. These services, which are specific retail products, are complex; they include both elements related to the goods themselves (selling price, quality, assortment), as well as other equally important elements that relate to the conditions of sale: the location of the store and a convenient road to it, the availability of parking for cars, the interior design of the store and the display of goods, opening hours, personal relationships of buyers with the owner of the store or with sellers, etc. Such services are not provided by all retailers in a uniform way, according to one model: some rely on attracting customers with affordable prices, others improve the quality of services provided, and still others tend to open stores closer to where customers live.

To achieve all this, retail must provide the following functions:

Explores the situation that has developed in the commodity market;

Determines supply and demand for specific types goods;

Searches for goods needed for retail

Taking into account real needs, it forms a range of goods and services, organizing deliveries from a wide range of suppliers;

Makes payment for incoming goods;

Carries out various operations for the acceptance, storage, labeling of goods, sets prices for them;

Provides suppliers and buyers with freight forwarding, consulting, advertising, information and other services;

Participates in the promotion of goods on the market, which is ensured through advertising, sales promotion, as well as direct work of trade workers with buyers.

Along with the above functions for retail, it is important to create the most favorable conditions for the sale of goods. Here it means:

Convenient location of the outlet;

Good relationship between sellers and buyers.

Of course, not every individual retail enterprise can ensure the implementation of all the functions listed above at a high level. This level in each particular case largely depends on the form and condition of the retail enterprise.

1.3 Classification of retailers

The country has millions of retail outlets of various sizes and shapes. New forms of retail trade are constantly emerging, incorporating certain features of old Russian and well-known foreign forms.

Retail trade is classified by property, forms and methods of trade. By ownership, a distinction is made between an independent retailer, joint ownership of several retail outlets, contractual agreements between manufacturers and merchants, leased departments, cooperatives. In terms of forms, these are department stores and department stores, supermarkets, specialized and duty stores, discount stores, shopping bazaars, street peddlers, sales from stalls.

The forms of retailing vary:

Depending on the degree of "binding" to the stationary premises (trade through retail stores, non-store trade);

Depending on the breadth and depth of the offered assortment (highly specialized, department stores);

Depending on the size of the retail store (large, medium, small);

Depending on the price policy (trading at regular prices, at reduced prices);

Depending on the degree of concentration of stores (located in the central business district, shopping centers microdistricts), etc.

The scheme for classifying retailers is shown in Table 1.1. This classification can be used in the segmentation of retail trade.

Table 1.1 Classification of retailers

Service Level	Offered product range	Relative attention to prices	The nature (form) of trade services	Store affiliation	A kind of store concentration
Supermarket	Special shop	Discount store (discount, commission)	Trade with an order by mail, telephone	Corporate network	central business district
Shop with free selection of goods	Department store	Warehouse store (cash and carry)	Vending machines	Volunteering network	Scattered arrangement
Shop with a limited selection of goods	Bentham, supermarket, supermarket, hypermarket	fashion store	Trading through electronic channels	Consumer cooperative	District shopping center
Traditional Trade Shop (over the counter)	Combined supermarket-shopping complex ( trading house)	Street trade: chests, containers, vans, tents, carts	Catalog trade	Retail conglomerate	isolated location

Specialty stores offer a narrow range of goods of considerable saturation. Examples of specialty retailers include clothing stores, sporting goods stores, furniture stores, flower shops and bookshops. According to some experts, the fastest growing number of highly specialized stores, using the advantages of market segmentation, selection of target segments and product specialization. However, a specialty store can easily go broke if its products lose popularity.

Department stores offer several product groups - usually clothing, household items, household goods. Each assortment group is handled by a special department of the department store. Bon Marche is considered the first department store in history. He became an innovator in trade. Introduced low margins and accelerated turnover of goods, publication of prices, encouraging buyers to inspect goods without any pressure, liberal handling of complaints.

supermarket - This large enterprise self-service with low costs, low unit profitability and high sales volume. It is designed to fully meet the needs of the consumer in food, and sometimes in washing and detergents, household goods. Superstores first spread to the United States during the Great Depression, which forced consumers to save money, and made it possible for entrepreneurs to buy goods cheaply from suppliers and rent large premises for a minimal fee. In modern Russian conditions the number of supermarkets has decreased.

Service retailers include hotels, banks, airlines, colleges, hospitals, movie theaters, restaurants, repair shops, and various service establishments such as hair and beauty salons, dry cleaners, and funeral homes.

Retail stores can also be classified based on price levels.

Most of the shops offer goods at average prices and the usual level of service for consumers. A number of shops offering goods and services high quality and at higher prices. Conversely, discount stores sell their products at low prices, organize their activities at minimal cost, and offer fewer services. Discount stores include: warehouses-shops (for example, furniture stores); shops - showrooms selling price lists and catalogs (for example, jewelry, computers, power tools, household appliances).

Although most goods and services are still sold in stores, the growth rate of non-store retail is very high. Consider some forms of non-store retail:

Retail trade with the order of goods by mail or by phone - is a marketing activity using mail and telephone lines to collect orders and facilitate the delivery of goods.

Trade with an order according to the catalog is usually practiced by enterprises with a mixed assortment. Vendors either send the catalogs to a select group of customers or make them available at their sales premises free of charge or at a low cost.

Direct marketing involves advertisements in a newspaper, radio or television describing a product that consumers can order by mail or telephone. Thus, they sell, as a rule, books, household appliances.

They also use such a form of sale as “direct mail”. Firms send out postal items- letters, leaflets, brochures - to potential clients, whose names are entered into the computer. Mailing lists can be purchased from specialized firms.

A type of trade, like selling by phone, is just beginning to spread in our country. Trade through vending machines is developing especially rapidly. With their help, they sell a wide variety of goods: cigarettes, soft drinks, sweets, newspapers, hot drinks. Vending machines are placed in factories, institutions, large stores and train stations. The advantages of vending machines are round-the-clock sales and self-service. However, it is a relatively expensive distribution channel.

Retail establishments can be classified according to their ownership.

Most shops are independent private enterprises, most often in the form of economic partnerships and societies. There are other forms of ownership, such as corporate networks. Corporate network - two or more trading establishments under common ownership and control. They sell goods of a similar range, have a common purchasing and marketing service, and possibly a single architectural design. The success of corporate networks is based on price advantages over independent merchants due to increased sales and lower margins.

Chapter 2 Analysis of the development of retail trade in the economy of the Russian Federation in the period 2008 - 2009

For many years, trade has been one of the fastest growing sectors of the Russian economy, outpacing other sectors in terms of growth and providing more than twenty percent of the Gross Domestic Product. However, due to the economic crisis, which led to a drop in industrial production, reduced investment in the economy, rising unemployment and a decline in incomes of the population, in 2009 the index of the physical volume of retail trade turnover in the Russian Federation as a whole fell below the 100% mark and amounted to 95.1%. The decrease in turnover compared to 2008 was observed throughout all months of 2009, reaching its peak in September (Appendix A).

Comparative analysis can be seen in the diagram in figure 2.1.

Rice. 2.1 Dynamics of retail trade turnover in 2008-2009

The processes taking place in general in the field of retail trade are typical for the subjects of the Russian Federation, but each subject has its own specifics. Retail trade turnover in 2009 compared to 2008 decreased in all federal districts, except for the Far Eastern Federal District (Figure 2.2).

Rice. 2.2 Retail trade turnover by federal districts in 2007-2009

In 2009, the index of physical volume of retail trade turnover was below the average Russian level in thirty-three regions out of eighty-three, including the Republic of Komi (88%), Altai Territory (82.5%), Kemerovo Region (77.8%), Rostov (84.7%), Tyumen (86.8%), Vologda (89.4%), Irkutsk (89.5%) and Nizhny Novgorod (90 %) areas. The decrease in turnover in these regions was mainly due to a decrease in consumer demand on Not foodstuffs.

At the same time, in six regions of the Russian Federation there was a slight (up to one percent) increase in retail trade turnover, in eight regions the increase was 1-3%, in the same number of regions - over 3%. The last group included the Khabarovsk Territory (an increase of 3.6%), the Chukotka and Nenets Autonomous Okrugs (3.2% and 7.6% respectively), the regions of the Southern Federal District: the republics of North Ossetia-Alania (3.7%), Kalmykia (4.3%), the Chechen Republic (9.3%), the republics of Dagestan (10.6%) and Adygea (11.7%).

In the structure of retail trade turnover, five constituent entities of the Russian Federation: Moscow, St. Petersburg, Moscow, Samara and Tyumen regions accounted for 33.9% of the total turnover, including Moscow - 17.3%, St. Petersburg - 4.2%.

In 2009, against the backdrop of a decrease in consumer demand, there was a reorientation of the population from shops to markets. With a reduction compared to 2008 in the volume of sales of goods by trading organizations (including individual entrepreneurs outside the market) by 5.3%, sales volumes in the markets fell only by 2.3% mainly due to a decrease in purchases of non-food products, sales of food products in the markets remained almost at the same level (99.4%).

If before the crisis the share of markets in the total volume of retail trade turnover tended to decrease, then in 2009 it slightly increased and amounted to 13.5% against 13.2% in 2008. Behind last year market share increased in thirty-three subjects of the Russian Federation, especially significantly (by two to five percentage points) in Moscow, the Republic of Dagestan, Kursk, Vologda, Tomsk, Tyumen regions. At the same time, in 2009, in almost every second subject of the Russian Federation, the share of markets and fairs in the total retail trade turnover did not exceed 10%.

A strong place in trade is occupied by small business. Small businesses formed in 2009 more than half of the total retail trade turnover. In the Republics of Buryatia, Kalmykia, Sakha (Yakutia), the Chechen Republic, the Trans-Baikal Territory, the Arkhangelsk, Astrakhan, Kurgan, Sakhalin, Chelyabinsk regions, the Jewish Autonomous Region, individual entrepreneurs outside the market in 2009 formed more than half of the retail trade turnover, while in Moscow - 4.5%, St. Petersburg - 3.8%. All of the above data can be converted into a single retail turnover structure (Figure 2.3).

Rice. 2.3 Structure of formation of retail trade turnover in 2008-2009

In the period preceding the crisis, the increase in the turnover of retail trade in food products, including drinks and tobacco products, averaged 11-13% per year. In 2009, sales of food products, including drinks, and tobacco products (in comparable prices) were lower than in 2008. The largest decrease was recorded in September 2009 (by 5.1% compared to September 2008). The reduction in sales volumes affected to a greater extent those foodstuffs for which there was a significant increase consumer prices. In 2009, the alcohol market also saw a downward trend in consumer demand: sales of cognac increased by 3.5%, champagnes and sparkling wines - by 1.4%, grape and fruit wines - decreased by 0.4%, vodka and alcoholic beverages decreased by 4.6%, sales of beer decreased by 4.1%.

Until 2008, the high growth in retail trade turnover was largely driven by revenue imported goods, which led to an increase in their share in the structure of retail trade resources. Since 2008, against the backdrop of the global economic crisis and the application of measures of customs and tariff regulation, the share of imported goods began to decline.

Imports of consumer goods in 2009 decreased by 25.3% compared to 2008; as a result, the share of imports in the volume of retail trade resources decreased to 41% against 44% in 2008.

In 2009, the state of retail trade was characterized by the following results:

In the formation of the gross domestic product of the Russian Federation, the share of wholesale and retail trade (including the repair of vehicles, motorcycles, household goods and personal items) amounted to 19.7% in basic prices (including subsidies for products, excluding taxes on them) (in 2008 - 20.9%);

The index of physical volume of retail trade turnover in the Russian Federation as a whole fell below the 100% mark and amounted to 95.1%. The decrease in turnover compared to 2008 was observed during all months of 2009 (except January), reaching its peak in September (-9.5% compared to the corresponding month of 2008);

Against the background of a decrease in consumer demand, the preferences of the population were largely given to market trade. With a reduction compared to 2008 in the volume of sales of goods by trading organizations (including individual entrepreneurs outside the market) by 5.3%, sales in the markets fell only by 2.3%, mainly due to a decrease in purchases of non-food products, sales of food products in the markets remained almost at the same level (99.4%);

Despite the negative dynamics of retail trade turnover in 2009 in general for all economic entities, retail chain structures kept trade turnover at a relatively constant level (102.4% compared to 2008 in comparable prices). The share of sales through online retail formats in the total retail turnover was 14.6% against 13.6% in 2008. In the turnover of trading organizations, this share amounted to 24.2% (in 2008 - 22.0%);

A strong place in trade is still occupied by small businesses. Small business entities formed in 2009 more than half of the total retail trade turnover;

The ratio of food products, including drinks and tobacco products, and non-food products before the crisis of 2008 showed the dynamics of the increase in the share of the latter. In 2009, in the structure of retail trade turnover, the share of non-food products decreased to 51.4% against 53.4% ​​in 2008 and 55.0% in 2007;

Maintained a steady level throughout the year inventory in retail trade organizations (thirty-two - thirty-three trading days), except for January and December;

In 2009, the number of economic entities in the consumer market increased. The number of organizations with the main activity "retail trade vehicles, motorcycles and motor fuel" increased by 21.7%, "retail trade, except for trade in motor vehicles and motorcycles; repair of household goods and personal items" - by 20.7%. The number of individual entrepreneurs operating in retail trade increased by 0.8%. At the same time, the number retail markets decreased by 5% over the year;

In 2009, the number of employees in retail trade, except for trade in motor vehicles and motorcycles, and those engaged in the repair of household and personal items amounted to two thousand three hundred seventy-six thousand people, or 5.0% of the total number of employees employed in organizations of all types. economic activity. Compared to 2008, it decreased by 0.9%;

The coefficient of renewal of fixed assets of retail trade organizations in 2008 amounted to 26.8% and more than doubled the average Russian level (11.6%). The liquidation rate was 1.2%, which is twice the average level in the economy (0.6%);

In 2009, ninety-six and a half billion rubles of investments in fixed assets were directed to the development of retail trade, which is 27.7% less than in 2008 in comparable prices. The main source of investment financing was own funds organizations, which accounted for 59.9% of their total volume;

The financial condition of retail trade organizations, except for trade in motor vehicles and motorcycles, and for the repair of household goods and personal items (except for small businesses) has changed somewhat. In 2009, balanced financial results increased by 8.8% compared to 2008. The share of unprofitable organizations in the total number of retail trade organizations in 2009 amounted to 21.6% and increased compared to 2008 by 2.1%.

If we analyze state of the art retail trade in Russia over the past two years, you can notice the characteristic features:

Working conditions with banks became more complicated (long-term payments, cash withdrawals);

The demand of buyers for the quality of goods, service and advertising has increased;

The competence of retail managers is very often not up to the required level.

Conclusion

The retail industry is made up of many organizations that move goods and services from where they are produced to where they are used. Retailing is any activity that sells goods or services directly to final consumers for their personal non-commercial use. Retailers can be classified according to several criteria: based on the range of products offered (specialty stores, department stores, department stores, convenience stores, combination stores, general stores, malls and service retailers), on the basis of relative attention to prices (discount stores, warehouse stores and catalog stores), on the basis of nature commercial premises(mail-order, phone-order, vending machines, discount ordering and peddling), based on store ownership (corporate chains, voluntary chains, retailer cooperatives, consumer cooperatives, franchisee organizations and retail conglomerates) and based on the type of store concentration (central business districts, regional malls, neighborhood malls, neighborhood malls). The retailer makes decisions about target market selection, product line and service mix, pricing policy, promotions, and location. Retailers need to find ways to improve the professionalism of their own management and productivity.

The retail trade performs a number of important functions: it participates in the process of assortment formation, provides information to consumers (through sellers, advertising, etc.), performs operations with goods (storage, sorting, price setting, etc.), makes purchase and sale transactions (shops, credit, delivery). The main functions of retail trade are determined by the need to create the most favorable conditions for potential buyers to meet their needs and requirements for individual goods. The goods offered in retail trade must have the required quality indicators and be presented in the required assortment, in a certain place and at a time acceptable to the buyer. If necessary, after-sales service should be provided.

When analyzing the state of retail trade in Russia, the following features can be distinguished:

Inflation drives up costs, especially overheads;

Increasing fees for retail space, for advertising space, for promotional activities in connection with the opening of new stores and the introduction of new products to the market;

Increasing competition;

Working conditions with banks became more complicated (long-term payments, cash withdrawals);

The loss of goods and material assets is increasing due to the imperfection of the warehousing and transportation system;

The demand of buyers for the quality of goods, service and advertising has increased;

The competence of retail managers is very often not up to the required level.

List of used literature

1. Civil Code of the Russian Federation.

2. Letters of the Ministry of Finance of Russia dated January 16, 2006 No. 03-11-05/8 and dated January 18, 2006 No. 03-11-04/3/20, dated October 30, 2007 No. 03-11-04/3/424, dated June 15, 2007 No. 03-11-04 /3/19, dated 06/05/2007 No. 03-11-04/03/208.

3. Akulich I. L. Marketing. – M.: graduate School, 2009 - 512 p.

4. Basovsky L. V. Marketing: Lectures - M: INFRA-M, 2003

5. Berman B., Evans J. Retail trade. Strategic Approach. – M.: Williams, 2008

6. Gromova A. Yu., Pashkina I. N., Rykhlova E. A. Wholesale and retail trade. Accounting and taxation. - M .: Dashkov and Co., 2009

7. Ibragimov L. A. Marketing. - M.: Unity-Dana, 2008 - 368 p.

8. Kent T., Omar O. Retail trade. – M.: Unity-Dana, 2007

9. Kotler F., Wong V., Saunders D. et al Fundamentals of Marketing. – M.: Williams, 2007

10. Popova G. V. Marketing. - St. Petersburg: Peter, 2010 -160 p.

11. Pambukhchiyants O. V. Technology of retail trade. - M.: Dashkov and Co., 2009

12. Hibing R., Cooper S. Marketing. – M.: Eksmo, 2010 – 848 p.

13. Smagin VN Economics of the enterprise. Tutorial. – M.: KnoRus, 2006 – 160 p.

14. Fernie J., Fernie S. et al. Principles of retail trade. - M.: Olimp-Business, 2008

15. Schroeder N. G., Sosnauskene O. I., Terentyeva L. F. Accounting in wholesale and retail trade. - MO: Alfa-Press, 2006

16. Economics of the enterprise / 5th edition. – M.: Unita-Dana, 2009

17. Economics of the enterprise (firm) / 3rd edition. - M .: Infra-M, 2009 - 608s

18. Yakubova E.V. Retail. Status and prospects. - M.: Gardarika, 2004.

Annex A

Dynamics of retail trade turnover in 2009

Billion rubles	In % to (in comparable prices)		For reference 2008 in % to 2007, in comparable prices
	relevant period of the previous year	previous period
January	1101,0	104,7	74,6	116,8
February	1071,8	99,2	95,7	118,6
March	1151,2	97,6	105,8	116,4
I quarter	3324,0	100,4	80,7	117,2
April	1151,1	95,7	99,2	114,8
May	1174,8	94,9	101,4	115,2
June	187,0	94,2	100,4	114,6
II quarter	3512,9	94,9	102,5	114,9
I half year	6836,9	97,5	116,0
July	1220,0	92,7	102,2	115,5
August	1238,3	91,1	101,6	114,6
September	1234,9	90,5	99,8	114,8
III quarter	3693,2	91,4	104,0	115,0
January- September	10530,1	95,3	115,6
October	1275,6	92,0	103,3	113,0
November	1266,9	94,2	99,0	108,5
December	1529,9	97,1	120,3	105,3
IV quarter	4072,4	94,5	109,9	108,7
Year	14602,5	95,1	113,5

Clause 1 of Article 492 of the Civil Code of the Russian Federation

Letters of the Ministry of Finance of Russia dated January 16, 2006 No. 03-11-05/8 and dated January 18, 2006 No. 03-11-04/3/20

Letters of the Ministry of Finance of Russia dated October 30, 2007 No. 03-11-04/3/424, dated June 15, 2007 No. 03-11-04/3/19, dated June 5, 2007 No. 03-11-04/03/208

Basovsky L.V., Marketing: Lectures - M: INFRA-M, 2003 - p. 142

Basovsky L.V., Marketing: Lectures - M: INFRA-M, 2003 - p. 143

Retail is production activities for the sale of goods or services to the end consumer for their personal non-commercial use.

Retail Functions:

· due to the large number of retailers, the needs of the end customer are met at the place of his residence or work.

At the same time, large volumes of deliveries from the supplier are divided into small portions of goods that correspond to the desires and needs of the end buyer;

· through retail trade, the manufacturer receives information about the demand for goods, being the most sensitive indicator of the regulation of production volumes;

through retail trade, new markets are being developed and new products are being promoted;

Classification of retail trade enterprises according to the level of service.

Self-service stores do not have salespeople on the sales floor. Buyers independently select goods and deliver them to the settlement and cash center. Here, as a rule, everyday goods are sold, which are well known to buyers. The amount of information that is available on the packaging and the price tag is sufficient for buyers. This form of trade organization allows to reduce trade costs and, if necessary, to set lower prices for goods.

In stores with a free selection of goods on the trading floor, there is a seller who can be contacted for help and get the necessary information. For example, where did this product come from, whether this or that product is available, what is the principle of operation of a technically complex product, etc. These stores usually sell durable goods (furniture, household appliances, electronics, etc.).

Full service stores sell expensive personalized items (fashion items, jewelry, paintings, etc.). The seller is called upon to be a consultant to the buyer, creating comfortable conditions for him.

Shops that have a small sales area selling through the counter. The buyer, in order to touch and take a closer look at the goods he has chosen, must ask the seller, who delivers the goods to the buyer "from hand to hand". This service method is used when selling any small-sized goods.

Classification of retailers depending on the product range. The product range of a retail enterprise differs in its structure from the assortment of a wholesale company, precisely in that it can combine different groups of goods (food, electronics, furniture, household chemicals, watches, etc.), while, as noted above, wholesalers have, to one degree or another, specialization.

The following types of retailers can be distinguished:

Specialty stores offering a narrow but rich assortment that can satisfy the specific needs of the buyer. The assortment structure can be aimed both at a wide offer of different options for one type of product (shops selling bicycles, tennis equipment, jeans, etc.), and at meeting the needs of a narrow segment of consumers (a store for newborns, a clothing store for tall people, etc.).

Department stores offer a wide range, primarily of non-food items. Located in prestigious places of the city, department stores attract a large number of buyers. In general, department stores are characterized by an average level of service with average and high prices ah on goods. To increase turnover, department stores are developing grocery stores and are also leasing part of their retail space to independent retailers.

Universal grocery stores (supermarkets, supermarkets, hypermarkets) differ in the breadth of assortment and the area of ​​the trading floor.

However, according to the Western concepts of a supermarket, a hypermarket, in addition to the usual distinguishing features (the breadth of the assortment, the area of ​​​​the trading floor), there are also common characteristics for them:

main share of the assortment

food products and a limited range of non-food products;

main form of service

self-service, except for the sale of fish, meat, bakery, confectionery (cakes) products;

Developed system of additional services;

condition for cars.

Let's take a closer look at each of the types of department stores.

Supermarket - a universal self-service store with a sales area of ​​800-1200 m2. This name is used in domestic trade, while in the West there is a broader concept of a supermarket.

Supermarket - a self-service general store with a trading floor area from 400 m2 to 2500 m2 (in the USA supermarkets can have an area of ​​up to 4000 m2). The product range of supermarkets is 5-30 thousand items and varies greatly in its structural content.

To maintain a high turnover by attracting regular customers, supermarkets offer a wide range of additional services, even not always related to the main profile of the supermarket. Many Western supermarkets have culinary departments, cafeterias, pharmacy and flower kiosks, shoe and watch repair shops, and currency exchange. On average, each type of activity gives an additional turnover of 2-6%. Russian supermarkets (supermarkets) are engaged in a similar diversification activity in order to withstand fierce competition from a developed network of street vendors.

A hypermarket is a giant supermarket in terms of selling space. Hypermarkets have a trading floor area from 10 thousand m2 to 2500 m2. The product range can consist of 50-100 thousand items. The main principles when creating a hypermarket are:

Relatively low prices

Extended work schedule

· convenient transport connection;

a large parking lot;

organization of trade on the principle of self-service.

Hypermarkets are popular not only due to low

prices for goods, but also the opportunity to make a complex purchase of products

food for the whole week. Many shoppers who enjoy the shopping experience enjoy the large selection that such a store has.

Large department stores have high costs associated with inventory management, assortment optimization, payment utilities. Therefore, many of the supermarkets and hypermarkets are experiencing financial problems. To increase profitability, supermarkets create trade and production associations of several stores to implement a single purchasing policy, refusing the services of independent wholesalers. Some retail chains organize the production of goods under their own brand. The average profit margin of a Western high-value supermarket is 1-3%.

Consumer goods stores are focused on the mass buyer, they have a small sales area, so they sell goods, as a rule, through the counter. Geographically, they are located as close as possible to crowded places (near the subway, transport stops, gas stations) or directly in residential areas.

A combined universal shopping complex includes different, unrelated groups of goods (for example, household appliances, furniture, food, medical goods etc.). in this case, the structure of trade turnover is of a random nature - in contrast to a department store (non-food products predominate) or a supermarket (food products predominate). If a shopping complex belongs to one owner, then sometimes it is called a trading house. Legally, the concept of "trading house" in Russia is not defined, therefore, wholesale trade and production may be included in its structure.

Classification of retail trade enterprises by the level of retail prices.

Discount stores have several varieties:

a) Discount stores selling a limited assortment that does not require large expenses for display and pre-sale preparation. Many goods are exhibited on pallets and in the container in which they arrived from the manufacturer. The interior of this store is extremely simple. The size of the trading floor is about 300-400 m2. Price discount is 10-20%

b) "Cash & Carry" - a small wholesale or retail warehouse store intended for small resellers. And also for those individual buyers who prefer to buy goods for the future, while saving significant amounts. Low prices for the offered goods are not only the result of the pricing policy, but also the result of obtaining "cash & carry" - a combination of a warehouse and a trading floor in one room, which allows better use of the volume and area of ​​​​the working room.

Discount trade - the sale of goods at a discount to the owners of special discount cards, which can be registered and bearer. Discount cards can be issued for individual purchases in a retail store, as well as for small-scale purchases from a large wholesaler by smaller firms.

The financial scheme for working with discount cards is set by the seller himself: a certain advance amount can be taken, or only the cost of manufacturing the card itself (3-5 USD) can be paid. The system of discounts when buying with a discount card depends on the cost of the purchase, the amount of the advance payment. Sometimes discounts are transferred to a special savings (cumulative) account for subsequent purchases. The size of the discount retail discount is 3-10%, and wholesale - 1-3%.

Stores that sell quality goods at discount prices survive if they are part of a chain of at least 10 similar businesses. The assortment is based on high-turnover food products that do not require special maintenance. Due to the combination of low prices and high turnover, the required profit from the activities of such stores is obtained.

Trade in non-new non-food products is carried out through commission stores. The owner of the goods, who handed it over to the store, receives a predetermined percentage of its value after the sale. The cost of goods is set with the consent of the owner of the goods. Very cheap goods (clothing) can be sold through the second-hand system.

Low prices for ordinary goods are offered by the street trading system. Street trading is carried out by installing chests, containers, tents, trays. Sometimes the sale of goods is made from vans and carts. Due to the maximum savings in trading costs, setting low prices, it is possible to achieve a significant turnover. To attract more buyers, the street trading system is combined into large small wholesale and retail markets.

Fashion stores (boutiques), as a rule, clothes, on the contrary, have high prices and rely on a narrow segment of wealthy people. The turnover of such stores is relatively low, but the profit is achieved by a large trade margin. Once a product has ceased to be fashionable, its price decreases. Special discounts are used to stimulate.

Firm trade is guided by the manufacturer only with its products under its own brand. These stores charge lower prices than the same product found in other non-branded stores. In company stores, counterfeiting is excluded, since there are no supplies from independent intermediaries.

Classification of retail trade enterprises according to the form of service.

The traditional form of service, when the buyer comes to the store, directly selects the product and immediately pays for it. The main disadvantages of this form of trade are the large time costs, and in some cases the lack of goods or goods of a specific manufacturer that the buyer needs. For many buyers who live far from major cities, this is generally actual problem search and purchase of many goods.

In this regard, other non-traditional forms of trade have become widespread, especially goods with a low turnover, which are not very attractive for ordinary trade.

Trade with the order of goods by mail.

The organization of work with the buyer is as follows. Information about a particular product is communicated to the buyer in various ways. For example, important clients catalogs are sent - free of charge or as a prize, gift or for a small cost. The buyer sends an application for the purchase of it through the post office. Payment is made in advance or at the time of receipt of the goods by mail. There may also be catalogs for ordering the necessary goods. The list of goods, and if necessary, their photographs, the seller places in newspapers, magazines, he distributes letters, leaflets, brochures to the mailboxes of the apartments. With the help of postal delivery of goods, books, audio and video cassettes, simple electrical appliances, etc. are sold.

Selling goods by phone is carried out with the help of active outgoing calls and subsequent oral presentation of the goods. If the buyer agrees, the goods can be delivered to his home or an order can be left for him in the store.

When selling goods by phone, you should be aware of possible restrictions or direct prohibitions on making commercial calls to individuals. Sale by phone to the enterprise can be made in the form of oral offers with the subsequent sending of the offer by fax.

Given the limited capacity telephone sales(20-40 calls can be made per day), the calculation is made on the formation of a circle of regular customers, which is determined pricing policy, level of service and quality of goods.

Sale of goods such as cigarettes, soft drinks, sandwiches, chewing gums, etc. through vending machines. Vending machines are installed at railway stations, in the subway, at petrol stations. Convenience for buyers is their round-the-clock work, which is especially important at night. The disadvantages of selling through vending machines are high maintenance costs, breakdowns, and theft. This leads to the fact that the prices of goods sold through vending machines are 15-20% higher than usual.

Trading through electronic channels has several varieties, but is carried out one way or another using a computer network. This includes selling via the Internet and e-mail.

The organization of trade through electronic channels is not fundamentally different from selling by telephone (in terms of the delivery of goods and the receipt of money for it). The difference is that selling by phone is active calls with a live speech of the seller, and trading through electronic channels ( computer networks) - posting information about the product offer and waiting for input passive calls or written offers from the buyer.

Trade through electronic stores is also promising. The computer program allows you to inspect the product from all sides and, if you select it, just press the button and the product automatically moves from the warehouse to the buyer. According to this scheme, goods can be selected using a home computer.

Trade with the delivery of goods to your home or office.

In this case, the emphasis is on the realization of the needs of some buyers - to free their time from searching for the right goods and get them directly without leaving home. Payment for goods is made at home, after the buyer checks them for quality and weight. The rights of buyers, stipulated in the relevant regulatory documents of the Russian Federation, allow him to return or refuse low-quality goods. The pricing policy of the supplier enterprise may be such that delivery is free of charge or paid in excess of the cost of the goods.

The order is carried out by phone, for which the seller periodically conducts an advertising campaign, primarily by the "direct mail" method. Formation of a client base is also possible with the help of telephone marketing.

The range of goods sold with home delivery consists of food, beverages, simple household appliances, household chemicals, toiletries. Catering establishments can deliver prepared meals to your home.

The marketing strategy consists in the formation of regular customers with a continuous increase in their number. Trade with delivery can also be organized for enterprises (for their canteens, cafes, banquets, etc.).

Peddle trading, unlike the methods discussed above, does not involve a preliminary search for buyers. Traveling salesmen, i.e. sales agents carry the right products with them and offer them to random people, for example, working in company offices or even on the street. This is how cosmetics, cassettes, toys, etc. are sold.

A large role in the success of sales is given to the training of sellers in the technique of presenting goods and the personality of the seller (traveling salesman).

The sales strategy consists either in "pushing" the product (i.e. in a one-time contact with the buyer) or in establishing a long-term relationship with him, introducing a random buyer into his regular client, and even into an assistant who either picks up new buyers, or himself carries out sales transactions under the guidance of a traveling salesman. In turn, some of the new buyers also become sellers. Thus, a multilevel sales network. The manufacturer of a product that is sold through a multi-level network organizes marketing multi-level support.

Currently, network sales are an independent form of marketing organization. One of its principles is that the seller must also be a consumer of this product, having invested personal funds in the development of his network, in order to then make a big profit.

Catalog trade is carried out by compiling a catalog with photographs, brief description goods and their prices. Catalogs are placed in different places where buyers gather, first of all, in large trading enterprises or special bureaus. You can also buy catalogs and use them at home. After placing an order and pre-paying for it, after a certain time, the buyer can receive the goods at the warehouse or in the section of the store where the order was made. Catalog prices, as a rule, are higher than retail prices, but orders are also made for those specific goods that are not available in stores. Catalogs are also compiled for companies, for example, office supplies, building and renovation products, etc. Minicatalogues are published in newspapers and magazines.

Classification of retailers by concentration and location. Depending on the level of concentration of stores, the following options are possible:

group placement of retail outlets of approximately the same profile;

group placement of retail outlets of different profiles;

· isolated (remote) placement of a trade enterprise relative to other outlets.

The concentration of commercial enterprises in one place helps to attract a large number of buyers. However, isolated stores are located closer to where they live or work, so they are often more convenient for shoppers.

Depending on the location, there are:

central city location (in the business center of the city);

central district location (in the business center of the city district);

Peripheral location of stores;

· in microdistricts of the city remote from the city center or the centers of administrative districts.

The disadvantage of the central location is the limited space for the construction of new shopping malls, the high payment for land. Therefore, large shopping centers (supermarkets, hypermarkets) are often built in peripheral microdistricts, organizing a convenient connection with the center and other areas of the city.

One of the first and most important decisions a retailer has to make is determining the target market. What audience will the store brand target: high, medium, low income? Do buyers need the breadth and depth of the assortment or a highly specific product group? Until the target market is defined and characterized, it will be difficult for the retailer to make informed decisions on the effective management of his business: assortment policy, distribution advertising media, price level, service class, merchandising development level, etc. If this stage of business development is ignored by the merchant, then he will not be able to most fully (at the right time and in the right place) serve the needs of the audience, which, ultimately, can adversely affect the perception of the retailer's brand and customers drifting to competing store brands.

But even after identifying their target audience, retailers must periodically marketing research(monitoring of buyers, drawing up a psychological portrait, motivation for making purchases, compiling a client database) in order to most deeply satisfy the ever-changing tastes of buyers.

Assortment policy of a retail trade enterprise. The product range of a retail company must meet the expectations and perceptions of the target audience. This highly important element of the marketing policy of a retail brand is increasingly becoming key tool fight against competing organizations. As part of the assortment policy, decisions are made on:

breadth (number of product lines) of the product range;

its depth (the number of products in one product line);

compatibility (between different product lines);

height (average price in the product line);

quality (the buyer is interested in quality no less than in the quantity of goods provided).

One of the goals of a marketing manager in retail is to form an “optimal” product range that would maximize profitability (often the product category profit per square meter in a certain period of time is used to assess the profitability of the assortment) and satisfy the needs of customers as much as possible. Decisions on the development of product lines can be aimed at eliminating assortment "holes" or, vice versa, at "thinning" an overly wide assortment, upgrading product lines (adaptation to new technical, environmental, aesthetic and other requirements).

However, the real test for the retailer begins after the optimal range and quality of the products offered have been determined. In addition to the fact that there are competitors with similar assortment policies, the retailer must choose the sources of supply, policies and methods of purchase.

Every week, manufacturers offer hundreds of new products, of which more than half are rejected by stores. When purchasing one new name, the retailer must refuse to sell another (for example, a product with poor sales dynamics or a large number of claims received for it), since the store's selling space is not unlimited and each additional meter is too expensive.

The most important criteria for selecting brands for a retailer are evidence of the potential profitability of the product, future plans for advertising support and sales promotion, and that the product will be accepted by the consumer.

In general, it can be said that retailers are constantly improving their assortment/purchasing skills. They use various methods of demand forecasting, brand selection, inventory control, sales and storage space, presentation and display of goods, which allow them to adapt to the ever-changing needs of customers with maximum flexibility.

The formation of an assortment of goods in retail trade enterprises is a complex process based on taking into account the action of many factors. These factors can be divided into general (not dependent on the specific operating conditions of a trade enterprise) and specific (reflecting the specific operating conditions of a given trade enterprise).

TO common factors include consumer demand and the production of goods. Specific factors include the type and size of the store, its technical equipment, conditions of supply, the number and composition of the population served, transport conditions (presence of paved roads, public transport stops, etc.), the presence of other retail outlets in the area of ​​operation of this store.

Consumer demand acts as the main factor influencing the formation of the assortment. When forming the assortment of food products in retail trade enterprises, some features of the demand for food products should be taken into account. Thus, the demand for food products, in comparison with the demand for non-food products, has a high degree of stability, and in some cases - a certain conservatism. The consumer gets used to certain types of products (sorts of bread, cheese, confectionery, etc.), so it is important to achieve stability in the formation of the range of such products, ensuring their uninterrupted sale.

When forming the range of food products, it is necessary to take into account the factor of their interchangeability. In the absence of the desired product on sale, the buyer, as a rule, does not postpone the purchase, but looks for a replacement for it. This is especially true for goods of one group, but there is also intergroup interchangeability: meat can be replaced with fish, potatoes with cereals, pasta, etc.

In addition, the demand for food products is complex, i.e. at the same time, products are purchased that complement each other (meat, fats, vegetables; bread, milk; tea, sugar, etc.).

Consumer demand for goods of a simple and complex assortment also has its own peculiarities. So, for goods of a simple assortment, which have an insignificant number of varieties, the demand is mainly specific, firmly formulated and does not allow replacement of these goods. On the contrary, when buying goods of a complex assortment, numbering tens and hundreds of varieties, their wide interchangeability is allowed in demand.

Many food products can be maximally prepared for consumption in the form of semi-finished products, concentrates, and culinary products under production conditions. With the modern rhythm of life, the demand for these products is constantly growing.

The demand and consumption of many goods, especially foodstuffs, is influenced by the seasonality of their production (dairy products, meat, vegetables, fruits, etc.). As a result, their consumption is uneven throughout the year and demand is switched to goods that replace them.

For example, in winter, the demand for canned vegetables and fruits increases; in summer, with an abundance of vegetables, berries and fruits, sales of cereals and pasta etc. The problem of smoothing seasonality in food consumption is solved by creating seasonal stocks of relevant goods.

Demand is also influenced by the following social and economic factors:

the amount of monetary income of the population, its number, social,

professional and gender and age composition;

level of retail prices and their ratios;

the activities of enterprises Catering;

the volume of imports of products from other regions;

geographical and climatic features of the population;

national and historical features of the area, etc.

When forming the range, it is also necessary to take into account the nature of the demand.

Distinguish demand steady, alternative and impulsive.

A stable or firmly formulated demand is presented for a certain product and does not allow its replacement by any other, even homogeneous product. Demand for many food products is characterized by a high degree of sustainability.

Alternative (unstable) demand is finally formed in the store in the process of familiarizing customers with the product and allows for the interchangeability of goods. Alternative products include, for example, confectionery, shoes, clothes, etc.

Impulse demand arises under the influence of advertising, display of goods, offers of the seller. This is the demand most often for little-known or unknown goods. Impulsive demand is often caused by the presence of new products in the product range in stores.

An essential factor in the formation of the range is the price of goods. The buyer most often necessarily determines the marginal price for himself. Therefore, it is necessary to ensure a combination of a range of goods with different costs.

The formation of the assortment of goods in stores, taking into account the above factors, makes it possible to satisfy consumer demand, increase the economic efficiency of the enterprise and the level of trade services for the population.

Pricing policy of a retail trade enterprise. Making marketing decisions in the field of setting prices for goods/services is a difficult task for a retailer. Pricing is a key factor in retail brand positioning. Determination of retail prices should be carried out in accordance with the characteristics of the target market, the range of goods and services offered and the level of competition. Of course, all retailers would like to charge high markups and sell as much as possible, but these two objectives are often incompatible (except when the retailer's brand is already established, recognizable, and in demand, and accordingly the retailer can charge premium prices without fear of losing sales and losing customers). The complexity of price management is due to the fact that its formation is influenced by many different factors (both internal and external): transportation costs, the state of demand, the level of competition, the stage life cycle goods, policy of suppliers/owners of the brand, measures of state regulation of prices.

Depending on the specific market situation, the retailer may apply various solutions to determine the final price:

1. Differentiated pricing, which can be:

spatial (the price is set depending on the location of buyers in different territories).

temporary (the price is set depending on the time of day,

days of the week or seasons).

personalized (the price is set depending on the contingent of consumers - goods for young people, the elderly, the sick, professionals, etc.).

Quantitative (the price is set depending on the volume of the lot of goods sold), which is typical for small-scale wholesale trade.

2. Competitive pricing, which is aimed at maintaining price leadership in the market. Here, the retailer can use the following pricing methods:

· “price wars” (used mainly in the market of monopoly competition). If the merchant sets prices below the competition, then the competitor may respond in kind. The desire to attract consumers with low prices over time leads to low profits, the brand of the organization is perceived as "cheap" and is associated with low quality and service, which leads to switching customers to other brands of stores;

· skimming prices (prestige prices) the merchant can set for new, trendy, prestige goods. They are usually designed for those market segments where buyers will start buying them despite high level prices. As competitors begin to offer similar products or services and this segment becomes saturated, the enterprise may move to a new segment or to a new level of “cream skimming”;

"penetration prices" - lower starting prices relative to competitor prices. They create barriers for competitors to create similar products. The policy of low prices is more aimed at obtaining long-term profits (in comparison with the "quick" profits of high prices);

· 'learning curve' prices represent a compromise between 'skimming' and 'penetration' prices. This approach involves a rapid transition from high prices to lower prices to attract a wide range of buyers and counter competitors.

3. Assortment pricing is a fairly large arsenal of approaches. Many of them are based on the psychological perception of the price by the buyer. In particular, the psychology of the price barrier, the psychology of the perception of numbers, the psychology of price comparison, the psychology of prestigious prices, etc. are taken into account. These methods include:

· price lines represent a range of prices within one product range (product line), where each of them reflects a certain level of quality - from low to best. This is a kind of division of price niches for different consumers (with different income levels). This makes it possible to better adapt the offer of a particular product to the perception, needs and, most importantly, the capabilities of a wide range of consumers;

· price above face value - this is a fairly low price for the main base product and a wide range of additional products to the base;

price with bait (the main product at a low, affordable price, additional - at a higher price);

price for related products(related pricing);

· the price of a set - a single price of a set of products;

unrounded prices. Prices below round sums (for example, 18 rubles 87 kopecks, 499 rubles, 999 rubles, etc.) give the consumer the impression of a thorough justification of the price and help to reduce the “threshold” price perception. Psychologists have found that some numbers (prices) make consumers more willing to buy than other numbers. They create some illusion of a "cheap product" or " bargain purchase', with which you need to hurry. So, odd numbers are more stimulating to buy than even numbers. The number "seven" is more "pleasant" to the buyer than the number 3 and 6.

4. Incentive pricing is based on the use of various kinds of discounts, bonuses, offsets (accumulative, one-time,

for the volume of purchased goods, for the frequency of purchases, seasonal, etc.).

The basis for the successful operation of a retail enterprise is its location in the path of human traffic. This is, first of all, the city center, the centers of urban areas, the main thoroughfares, metro areas, central avenues and streets. However, the cost of renting or buying premises for the enterprise is also the highest here. Perhaps isolated or group placement of trade enterprises. When choosing a location for a retail store, it is necessary to take into account the buyer's gravity zone, which is determined by the distance from the store to the place of residence or going to work (from work). Given the high saturation of retail outlets all districts of the city, it is necessary to rely only on those buyers who can be located from the store within a radius of 400-800 meters. To locate an enterprise, it is necessary to map all existing retail outlets of a similar profile, including markets, chests, etc., as well as traffic routes and real pedestrian routes, on a map of the area. Finally, one should estimate the number of people living in the area, the number, type and size of nearby enterprises, the number of people coming to work from other parts of the city. Information is needed about potential competitors in the area, about the needs for goods that the new store plans to sell.

Based on the results of the analysis, the potential number of buyers who will use the services of the opened new retail enterprise is established. Population surveys show that the following factors influence the choice of place of purchase:

price - 38%;

quality - 38%;

assortment - 42%;

personnel - 27%;

convenience of location - 35%;

service - 10%;

services - 27%;

atmosphere - 18%;

Reputation - 20%.

It is advisable to highlight several possible options for the location of the store and conduct an objective comparison of them with each other.

Usually, when choosing the “ideal” location of their outlet, they are guided by the following parameters:

the intensity of human flows in front of the trading facility (flow measurements can be carried out using "people meters" - special devices resembling an automatic pen, or manually);

Proximity to metro stations (within a few minutes on foot);

· large, "watchable" showcases, which would make it possible to demonstrate the trading floor from the outside or design the appropriate assortment;

· attractive appearance, building's facade;

Convenience of approach / entrance, car parking space.

But it should be noted that not always the key to the future success of the store is its location in busy areas.

Promotion (communication policy in retail trade). The main task in retail is to lure the customer into the store. Considering that there are a large number of competitors nearby selling approximately the same assortment, it is very important that the buyer enters your store. When choosing a store, the buyer first of all pays attention to the attractiveness of the facade, outdoor advertising. Studies show that if the sign is original, beautiful and neat, 75% of people passing by enter the store. The design of the store should correspond to its profile.

If the store has showcases, then it is a sin not to use this most important element of promotion. An attractive window display can sometimes make all the difference and bring an additional customer into the store. The purpose of shop window dressing is to inform people passing by about the range of goods offered, to create a favorable emotional background, a veil of mystery and unusualness (in order to intrigue the passerby), the showcase can be additional tool during the advertising campaign(since it is possible to place advertising posters, posters, etc.). A showcase can convey an invitation, excite, advise, inspire confidence, captivate. But at the same time, it can scare away, offend or hold back. It is recommended to change the filling of showcases no more than three times a month or once a season.

If the buyer nevertheless “bought” on an attractive window display or sign and entered the store, it is not yet a fact that he will leave his money in the store. After all, unskilled personnel, chaotic and unsystematized display of goods, long queues at the cash desks can scare him away. Therefore, in order to avoid a possible negative reaction of the visitor, the trader uses a lot of tricks, for example, he organizes “shopping corridors” (luring buyers into the depths of the trading floor through a special arrangement of passages), installs television monitors with advertising, outdoor advertising, creates a pleasant sound background, uses smells, opens game rooms for children - in general, everything that can hypnotize, lure and encourage you to make a purchase in a store.

Corporate identity - one more the most important tool distinguishing the retail brand from competitors. Many underestimate the importance corporate identity, and this is the most important tool of the retailer's marketing policy, since branding represents and identifies the merchant's business in his absence (in fact, this is the so-called Sales Representative who does not need to be paid).

Firstly, it is desirable to develop your own recognizable logo, which in the future must be used on all business documentation (forms, envelopes, invoices, etc.).

Secondly, you should not save on creating bright, unique, high-quality business cards. They can be laid out at the cash register, as well as tasked with sales staff (and other employees) to distribute them to their acquaintances and potential store customers. The move will boost the store's popularity in the area and strengthen the relationship between customers and employees. There is another way effective use business cards - encouraging staff to distribute them. Personal business cards for each employee of the store can work as bonuses - customers who present such a business card will receive additional discounts. At the end of each quarter, you can sum up and reward the employee who received the largest number of returned business cards.

Thirdly, it is desirable that elements of corporate identity (for example, colors) be present in the interior design of the trading floor, and sales staff dressed in corporate uniforms look stylish and beautiful.

Direct mail. One of the most common mistakes in organizing direct mail to recipients is the incorrect submission of promotional materials (leaflets, brochures, calendars, etc.). This is most likely due to the desire to make the maximum number of contacts for less money.

It has been proven that an illustrated picture is more attractive than any text, and if it is also made in color, then there is a much greater chance that flyer the merchant will not be instantly thrown away, but will be read (even if the addressee does not have a desire to visit the store, then information about the brand, assortment, prices and services will be recorded in his memory, which will play a decisive role, and when the goods and services are needed by the addressee, he will definitely remember the store).

Customer Relationship Management (CRM). Final goal UVP - the implementation of communications interaction with an audience of one person. UVP is, first of all, the creation of a strong retail brand (this marketing tool is of little use for production brands due to the lack of close connection with the end consumer). This is achieved through the right combination of organization, systems and processes, which allows your employees to better understand individual customers and, in principle, tailor the dialogue with each customer to their specific needs. Having an employee with detailed information about each consumer also means that they have every chance to find additional business opportunities with existing customers and thereby bring additional income to the company.

There are many benefits to having CRP in a retailer's marketing activities, all of which help create the desired retail brand image. Among the generally recognized advantages of UVP, the following should be highlighted:

· offensive and defensive brand promotion strategies. ERP allows you to aggressively attract new customers and increase sales to current customers or strengthen relationships with consumers;

increase in the rate of return on investment in trademark;

Attracting new customers is faster and cheaper. Clearly, if a consumer feels valued and loved, they will be more willing to make purchases. But not only. A satisfied customer is usually willing to name other people who they feel could benefit from your products and services;

Reducing the frequency of switching to brands of competitors;

Demonstration of the "personality" of the brand. If the trader shows that the company listens to the opinions of customers and responds to their wishes, then consumers are given the opportunity to communicate with the company, which endows the brands of the store with a hospitable, friendly and responsive character. All this is extremely useful for creating long-term brand value;

increase in staff loyalty. Just as a satisfied customer becomes more loyal, so employees who feel useful to the firm are less likely to think about moving to another firm;

more active sale of new goods and services;

Reducing the need for research;

Increasing profits and brand value.

Special events can take many forms:

additional discounts for certain categories of customers, at certain hours and days, gifts when buying for certain amounts, free shipping(with overall purchases and not only).

The organization of sales is a too “hackneyed” method of attracting visitors (it works only for those buyers who are guided by the purchase primarily by price), but at the same time it is necessary to eliminate product residues and goods that are not in demand.

One of the most effective marketing activities that can both stimulate purchases and increase loyalty to a retail brand is sales promotion. Here it is especially important to involve the buyer in the process (for example, to organize some kind of fun event in the store during the sale).

There is another way to attract and retain consumers - this is the organization of a company club. It can be a shop club or a club of lovers of something, where the shop of the trader will be the central platform that unites the members of the club. Club members can be offered exclusive discounts, additional service and services. Besides the fact that this will help increase turnover, it will also have a positive impact on the reputation of the store, will earn the respect of customers.

It is extremely important to keep the retail brand in touch with its consumers. There are about eight holidays during the year - from the New Year to the Defender of the Fatherland Day. Congratulating customers, the retailer will receive gratitude in return, expressed in repeat purchases and good attitude towards the store brand. It is necessary to constantly conduct surveys (questionnaires) of store visitors in order to replenish the knowledge base about customers (by the way, to stimulate the completion of questionnaires, it makes sense to give small gifts). The information that can be obtained in this way is invaluable and will serve you well in the future, and the costs will pay off with interest. Access to unique information about customers, their preferences and expectations is opened, which will help to make more effective sales offers, correctly determine further advertising goals, and form the image of a “caring” brand.

Wholesale is the sale and purchase of goods. Workers in this activity provide a link between producers and consumers. Sometimes a whole organization becomes a client of a wholesale enterprise. It is essentially both a buyer and a consumer. But most often there is one or more intermediate links. While the product has completed its entire journey from the wholesaler to the consumer, it usually passes through 2-3 intermediaries (retailers).

Wholesale marketing includes any type of activity related to the sale of services and products to people who will resell them or use them for personal or business purposes.

What is wholesale?

Wholesale trade is one of the types of economic activity that contributes to the establishment of links between suppliers and buyers. During their interaction, each has its own benefit. Buyers get an affordable product, sellers get a profit.

On this moment wholesale trade is developing very rapidly, suppliers and their area of ​​activity are expanding day by day. This is due permanent profit, good income. In addition, the emergence of new suppliers is also beneficial for buyers, as the range and competition between them is growing. This invariably leads to a reduction in the cost of production and, as a result, a decrease in prices at the final outlets.

Wholesale does not have any fixed quantity of delivered goods. An agreement is concluded between the supplier and buyers, which indicates the amount and number of products. It can only be said unequivocally that trade is carried out in batches. Usually delivery is focused on the subsequent resale to the final buyer.

Wholesalers and how they differ from retailers

A wholesaler is a company or an individual who carries out a related activity. It provides its services not only to retail organizations, but also to manufacturers and their sales offices.

The wholesale center and the people who carry out this activity differ from the retail ones in some characteristics:

• Advertising minimization. The wholesaler deals with professional customers who collect product information themselves. Only end users are interested in advertising.
• The maximum size of transactions, as well as a large trading area. In comparison with retailers, these parameters are several tens (or even hundreds) times higher.
• different positions regarding legal regulations and government taxation.

Sometimes manufacturers bypass wholesalers and sell goods on their own. But it is focused mainly on small enterprises. Large manufacturers prefer not to waste time looking for customers.

Wholesale trade and its essence

The wholesale trade center initially interacts with manufacturers. He goes to the sales office, where he “picks up” a certain amount of products (sometimes all goods). Then he goes to retailers, we distribute the batch between them. Again, sometimes all the goods are taken by one representative or company. After that, the products are delivered directly to the sphere of personal consumption.

The most important task of this type of economic activity is the regulation of supply and demand. Trading centers, in fact, can successfully cope with it, since they are the so-called intermediate link. Some of the goods they hold, then the demand for them will increase. Also, in order to increase the supply, the products are supplied to the market in abundance.

It should be noted that the activity of wholesale trade is significantly limited. It can only work with the data that is given to it. It cannot influence the sphere of production or final marketing. And certainly it does not have any direct impact on consumers.

Wholesale functions

Wholesale trade enterprises are sources of communication between individual regions of the country, and also in a global sense, they contribute to the interaction between states, both neighboring and distant. This is their main function. But there are also minor ones:

• Stimulation of manufacturing enterprises regarding the creation of new products, the modernization of old models and the widespread introduction of modern technologies.
• Participation in the creation of a range of goods and services, monitoring the state of the market.
• Taking on business risk. Some items may become unmarketable. Therefore, there will be no demand for them among retailers. It will not be possible to return the invested funds.
• Organization of warehouse operations, provision of all conditions for the storage of certain products.

Finally, it must be pointed out that the wholesale trade in products is intended for one more function. She is engaged in the delivery of goods to the retail network. Otherwise, they will not see the end user.

Retail and customer service levels

Wholesale and retail trade are very similar. Both of these concepts imply that activities related to the sale will be carried out. But retail sales - the sale of products to end consumers who will use it for personal purposes, far from commerce.

In the activity under consideration, there are several levels of service:

1. Self-service. It implies that a person will independently choose goods and their names.
2. Free selection of products. Indicates that the consumer will be offered many goods of the same purpose, among them he will choose those that he likes best.
3. Limited service.
4. Full service (as, for example, in a restaurant).

There are a huge number of retail businesses. These include various shops, catering establishments and others.

The publication systematically outlines the theoretical, methodological and practical aspects of the work of a retail enterprise. Issues of strategic analysis, procurement management, logistics, assortment, merchandising, personnel in retail trade were touched upon. Also lit practical matters search and opening of new stores, formation key indicators effectiveness, isolation and description typical business processes, security in trade and the organization of online commerce. The book is written in the form of a manual that can be read as questions arise. Moreover, the main focus is on the possibility practical application materials of the manual in organizing the work of both individual stores and retail network generally. This manual is intended for owners, managers and managers involved in organizing the work of both retail chains and individual stores.

* * *

The following excerpt from the book Retail Secrets. Questions and Answers (A. A. Novakov, 2013) provided by our book partner - the company LitRes.

Retail

The purpose of a business is to create and retain customers.

Ted Levitt

This chapter answers the questions:

What is retail?

What is the product life cycle?

What is the life cycle retail organization?

What is a retail strategy?

What is the mission of the company?

Strategic analysis. What is a SWOT analysis?

What is a store format and how is it characterized?

Non-traditional forms of retail - what is it?

What is an online store?

How to manage an online store?

What is franchising?

What are retail chains?

1. What is retail?

Retail – component domestic trade, the final phase of the circulation of personal consumption items, where goods and services are sold in exchange for the monetary income of the population.

(Great Soviet Encyclopedia - publishing house "Soviet Encyclopedia", 1969-1978).

Retail(English retail, retail) - the sale of goods to the final consumer (individual). Unlike wholesale, goods purchased in the retail system are not subject to further resale (in accordance with the current legislation, clause 1 of Article 492 of the Civil Code of the Russian Federation), but are intended for direct use.

(Wikipedia is the free encyclopedia on the Internet).

Retail: trade in goods and provision of services to customers for personal, family, home use not related to business activities.

Retailing includes the types of economic activities associated with the sale of goods and services to consumers for their personal use or their families. Wherein we are talking about any sale of goods and services to the final consumer, from cars and ready-made clothes to cinema tickets.

From all the definitions of retail, it is clear that retail trade is associated not only with the sale of tangible (physical) goods, but also with the provision of services. The purchase of a particular service (transportation, repair services, hairdressing) may be the main purpose of the consumer or an integral part of the purchase of a "physical" product.

Retail is the last step in the distribution process. The distribution system includes all enterprises, organizations, people involved in the process of movement of goods and services, as well as in the transfer of ownership of goods and services from the producer to the consumer.

A typical diagram of the distribution process is shown in fig. 1.

In the distribution process, retail plays a linking role between suppliers (manufacturers and wholesalers) and end-users. It performs the following functions:

Due to the large number of retailers, the needs of the end customer are met at the place of his residence or work. At the same time, goods supplied from suppliers in large quantities are divided into small portions of goods that correspond to the desires and needs of the end buyer;

Through retail trade, the manufacturer receives information about the demand for the product and has the ability to regulate production volumes;

Through retail trade, new markets are developed and new products are promoted;

Sales work in retail trade enterprises has its own characteristics. Retail trade enterprises sell goods directly to the population for personal consumption, organizations, enterprises, institutions for collective consumption or economic needs.

Rice. 1. Typical scheme of the distribution process of goods

Trade enterprises perform a number of functions in the course of their work that increase the value of the goods and services they sell. These features are:

Determination of demand and supply for specific types of goods;

Search for goods required for retail;

Providing a certain range of goods;

Crushing of incoming consignments of goods;

Acceptance, storage and labeling of goods;

Service provision.

The development of retail trade requires the study and forecasting of consumer demand, the formation of the optimal range of goods, the analysis and definition of progressive forms and methods of retail trade.

The role and importance of retail trade cannot be overestimated. Retail is an important part of the economy, and retail sales and trade employment are important economic indicators.

2. What is the product life cycle?

The previous question dealt with retail as the sale of goods and services. So what is a commodity?

Product: any thing that is not limited in circulation, freely alienable and transferable from one person to another under a contract of sale.

(State standard RF GOST R 51303-99 Trade. Terms and Definitions").

In other words, a commodity is a product of labor that is offered to the market for the purpose of acquisition, use or consumption. The signs of a thing that is a commodity are the following: cost, utility, limited availability.

Each product has its own life cycle, the volumes and duration of production of a particular product change cyclically over time. The life cycle of a product is the period of existence of a product on the market, the period of time from the concept of a product to its removal from production and sale. During the life cycle, the product circulates on the market, is in demand, generates income for manufacturers and sellers.

The concept of the product life cycle describes the product's sales, profit, competitors and marketing strategy from the moment a product enters the market until it is withdrawn from the market. The concept proceeds from the fact that any product is sooner or later forced out of the market by another, more perfect or cheaper product.

The life cycle of a product can be represented as a certain sequence of stages of its existence on the market, which has certain limits. The dynamics of the life of a product shows the volume of sales at each specific time of the existence of demand for it.

The life cycles of goods are very diverse, but you can always distinguish the main phases:

1. Introduction or market entry.

This is the phase of introducing a new product to the market, sometimes in the form of test sales. The exit phase begins with the distribution of the product and its entry into the market. At this stage, the product is a novelty, the technology has not yet been mastered enough, the manufacturer has not decided on the choice production process. During this period, the demand for goods is small, advertising costs are high, and distribution channels are just being established. In this period retail chains take care of the product. At the market entry stage, commodity prices are usually slightly higher, trade is often unprofitable, and competition is limited. Only substitute products can compete in this phase. The goal of all marketing activities during the implementation period is to create a market for a new product. The company incurs costs because production costs are high in this phase, and sales promotion costs are usually at their highest. Consumers here are innovators who are willing to take risks in trying out new products.

2. Growth phase.

If the product is required in the market, then sales begin to grow significantly. During the growth stage, there is usually an acceptance of the product by buyers and a rapid increase in demand for it. Market coverage increases, information about a new product is transferred to new customers. During this period, production has already been debugged, intensively modernized, the costs for it are reduced, and the quality of products is growing. Competing companies pay attention to this product and offer their own similar ones. At this stage, profits are quite high, since the market acquires a significant amount of goods, and competition is very limited. Prices are slightly reduced, as the manufacturer produces a large volume of products using proven technology. Marketing expenses are allocated to the increased volume of production. Consumers at this stage are people who recognize novelty. The number of repeated and repeated purchases is growing.

3. Maturity phase.

This phase is characterized by the fact that the majority of buyers have already purchased the product. Sales growth rates are falling, the goods are moving into the category of traditional ones. During this period, a large number of modifications and new brands appear, the quality of goods and the smoothness of production increase. At this phase, the maximum sales volume is reached, the growth rate falls, and the profit of the enterprise decreases. There are stocks of goods in the warehouse, competition intensifies. The company undertakes a variety of methods to stimulate demand: lower prices, provide benefits for repeated or repeated purchases of goods, improve service. During this period, weak competitors leave the market. Consumers here are slow to recognize new people and conservatives. The maturity phase is the longest period of a product's life cycle.

4. Saturation phase.

The saturation phase is actually a period of struggle between competitive products. The consumer does not give preference to any one product or manufacturer. During this period, the price of the goods is greatly reduced, but despite the price reduction and the use of other measures to influence buyers, sales growth stops. During the saturation period, market coverage is very high, companies tend to increase their sector in the market,

but the sales network can no longer increase. As marketing activities to increase sales during this period, the following can be effective: improving the quality of goods, improving after-sales service, activation of advertising means, price reduction. Consumers at this stage of the product life cycle are conservatives and adherents of the brand. Often the saturation phase is combined with the maturity phase for the reason that there is no clear distinction between them.

5. Recession.

The recession period is the final stage of the product life cycle, characterized by a sharp decline in sales, and then profits. Sales may drop to zero or remain at a very low level. The decline occurs both due to obsolescence of the product and the emergence of a new, more advanced product, and due to changes in technology, changing preferences and tastes of consumers, as well as due to significant success of competitors in the market. During this period, many companies leave the market. Consumers lose interest in the product, their number is reduced. During this period, the bulk of consumers are conservatives with low solvency.

During the decline phase, it is advisable to withdraw the product from production in order to avoid large financial losses, however, as a rule, companies are reluctant to abandon the production and sale of obsolete goods, as there is hope for a more favorable economic situation. A company may stay in the market by cutting marketing spending to increase profits for the same sales volume. It is possible to transfer an obsolete product to another, for example, a smaller company, in order to receive part of the profits and at the same time develop new product. And yet, it must be borne in mind that, despite all efforts, the profitability from the sale of obsolete goods falls, a deep recession sets in, and the goods are eventually removed from production.

To prevent the decline stage in the life cycle of a product, it is advisable to increase the duration of the growth and maturity stages by introducing a new product to the market in advance until the market is saturated with the old product.

The first task of the company is to identify products that have entered the decline stage through regular analysis of sales trends, market share, costs and profits.

Speaking about the product life cycle, it is important to remember that the life cycle exists only if it is tied to a specific name and a specific manufacturer. Different market conditions have different product life cycles. L.A. Ivanov, a well-known business coach and consultant, in the "Marketing Director's Book" gives a number of product life cycles (Fig. 2).

Rice. 2. Product Life Cycle Types

Life cycle times vary greatly for different products. Certain reserves in lengthening the life cycle of a product are laid down in the production and sale of not one, but several goods. Moreover, these goods can be located in various combinations in various sales markets.

The concept of product life cycle is of great importance. Firstly, it directs managers to analyze the activities of the enterprise from the point of view of both present and future positions. Secondly, the concept of the product life cycle aims at systematic work on planning and developing new products. Thirdly, this concept helps to form a set of tasks and justify marketing strategies and activities at each stage of the life cycle, as well as determine the level of competitiveness of your product compared to the product of a competitive company.

3. What is the life cycle of a retail organization?

Like the life cycle of a product, there is a cyclical nature of retailers. All retail organizations have a limited lifespan and go through four stages of development in their lifetime:

appearance;

Maturity;

The cyclical theory of retail implies that retail organizations go through all four stages of development. However, the duration of each of the stages can vary widely, as can the overall lifespan of a retail organization.

The stage of the emergence or creation of an organization – this is the stage of entrepreneurship, it is characterized by a creative process, the formulation of a mission, a tree of goals and functions. At the first stage, the profit is small, since funds are needed for construction, infrastructure development, and advertising.

growth stage – this is the stage of team formation, communication development, the time of active contacts and high obligations. During this period, the number of branches of the company is growing rapidly, increasing sales and profits of the organization. The growth phase usually lasts for several years, then the organization reaches the age of maturity.

Stage of maturity, stabilization – the stage of formalizing the rules, increasing the role of top management. During this period, the structure of the company is relatively stable, the organization is stable and begins to increase sales, new development reserves are revealed. The maturity period can last indefinitely as long as the company is focused on the consumer and competition.

Recession stage associated with a decrease in demand for the organization's products and services, with a shrinking market. The company's management is actively looking for a way out of the crisis. During this period, there is a decrease in sales and profitability. In the process of the decline of the organization are required active search, investment in new developments. However, at this stage - the stage of decline, it is extremely difficult to bring the organization to a new period of growth.

The disadvantage of the life cycle theory is, first of all, the fuzzy definition of the duration of each stage and the transition from one stage to another. A retailer would like to know exactly when the growth or maturity phase will end and adjust marketing goals and strategies accordingly.

4. What is the retail strategy?

Goals should be clear, simple and written down

on paper. If they are not written down on paper and their every day

revise - this is not the goal. These are wishes.

Robert Kiyosaki

A retail strategy is designed to survive and thrive for an organization in a changing environment. Strategy is an analysis of the situation, external environment, competitors, identification of decisive factors for success, study and evaluation of solutions for the successful development of the organization.

The retail strategy defines:

Target market of the retailer;

The form of trade that the retailer plans to use to meet the needs of the target market;

Methods for achieving and maintaining the company's competitiveness (creating and maintaining competitive advantages).

A strategy is a plan according to which a retail organization operates. The company's strategy should reflect the mission, goals, nature of activities, control mechanisms retail company. Without a well-defined and integrated integrated strategy, an organization can become confused in its problems and be unable to cope with the influence of adverse environmental factors.

The strategy answers the questions: what goals need to be achieved? how to do it? who is the consumer? what needs need to be met?

The whole process strategic management includes: strategic planning, strategy implementation and strategic control (Fig. 3).

Rice. 3. Strategic management

Strategic retail planning has several important advantages and allows you to:

Conduct a thorough analysis of the requirements for different types of retail;

Formulate the goals of the retail organization;

Get an idea of ​​how to stand out from the competition and develop an offer that is attractive to certain group consumers;

Study the economic and legal conditions in which the retail company will operate, as well as analyze its competitors;

Ensure coordination of all company activities;

Get the ability to predict crises and avoid them.

Strategic planning can be carried out by company owners, professional managers, or both. The stages of planning and implementing a retail strategy are interdependent. More often than not, a company begins the planning process by developing a broad plan that gets more detailed and specific as opportunities become clearer, as well as their likely outcomes.

Rice. 4. Strategic management

The full cycle of strategic management is shown in fig. 4.

5. What is the mission of the company?

The first fundamental step in the strategic management of an organization is the definition of the company's mission.

Mission is the organization's commitment to a certain type of business and its specific role in the market. The mission of the company can be seen as defining the raison d'être of the organization, which distinguishes it from other similar organizations.

A company's mission is reflected in its relationship with customers, its own employees, suppliers, competitors, the government, etc. A clear and distinct mission allows the company to secure consumer commitment and stand out from the competition.

A well-defined mission makes clear what the organization is and what it aspires to be.

So why is the mission formulated, what does it give for the activities of the organization?

1. For the owners of the company, the mission increases the likelihood of success, contributes to the understanding of their business, allows you to visualize thoughts and views regarding the distant future, and increases the prestige of the company.

2. For top managers, the creation of a mission sets the overall goal of the organization, its purpose, helps to coordinate the interests of all persons associated with the organization, helps to reduce the likelihood of organizational conflicts.

3. The mission helps the employees of the company to feel like participants in a common cause, motivates them, promotes awareness of their place in the organization, helps to find or expand the meaning of their existence.

4. For clients, the mission lets them know what to expect from the organization, helps them identify the companies that best suit them.

5. Mission helps competitors to position themselves correctly and avoid unnecessary competition.

6. For society, the presence of a mission makes the company more predictable, brings clarity to the activities of the organization.

Here are some examples of the missions of well-known organizations.

"Goal of the company Motorola is to serve the public interest with dignity, providing our customers with the highest quality products and services at affordable prices, which allows us to earn the profits necessary for the growth of the enterprise and provide our employees and shareholders with opportunities to achieve reasonable personal goals.

"Make a technical contribution to the development and welfare of society" -Hewlett Packard.

"Give women unlimited opportunities" -Mary Kay Cosmetics.

“Experience the joy of improving and adapting technology for the benefit of society” -Sony.

"Make people happy"Walt Disney.

It is important to note that having a mission is not a sufficient condition for an organization to flourish. In order for the mission to not remain just a beautiful, but ineffective slogan, it is necessary that the mission determines all the activities of the organization: from planning to sales finished products. In order for the mission to have an impact on the business, to become the engine of the development process, leaders and teams are needed to implement it, and an appropriate corporate culture. It is necessary to announce and communicate the mission to each employee of the organization, and then, based on the mission, it is necessary to develop a tree of goals, followed by the formation of strategies, functions, processes, job descriptions etc.

6. Strategic analysis. What is a SWOT analysis?

Strategic analysis begins with a comprehensive study of the market situation in which the company operates and an assessment of the types of opportunities and threats that it may face. The starting point for such an overview is the SWOT analysis, one of the most common types of analysis in marketing. In other words, SWOT analysis allows you to identify and structure the strengths and weaknesses of the company, as well as potential opportunities and threats. This is achieved by the fact that managers must compare the internal strengths and weaknesses of their company with the opportunities that the market gives them. Based on the analysis,

a conclusion is made about the direction in which the organization should develop its business.

Abbreviation SWOT consists of the initial letters of English words: Strengths - strengths, Weakness - weaknesses, Opportunities - opportunities, Threats - threats. This is what the SWOT analysis is based on.

SWOT analysis includes an analysis of the situation within the company, as well as an analysis of external factors and the situation on the market. All data is subsequently summarized in one table, consisting of 4 main fields, which is also called the SWOT analysis matrix (Fig. 5).

Rice. 5. SWOT Analysis Matrix

Analyzing the data located in the table, a list of possible actions is compiled to neutralize weaknesses companies, including at the expense of the strong. Also, possible options for the development of the company are being developed when external factors change, ways of using strengths to reduce risks.

SWOT analysis is used for:

– neutralization of the weaknesses of the company;

– analysis of competitive environment factors;

– planning the implementation of strategies;

- competitive intelligence.

Based on the SWOT analysis, possible options for the development of the company when external factors change, ways to use strengths to reduce risks, etc. are also developed.

Table 1 SWOT analysis example

An example is a SWOT analysis regional company on sale household appliances and electronics (Table 1).

7. What is the store format and how is it characterized?

The format of a retail store is a set of parameters that determine whether a trade enterprise belongs to any standard existing in world practice.

The format primarily depends not on its external characteristics, but on the value of the outlet for buyers, namely:

– location;

- the area of ​​the trading floor;

- the number of commodity items;

– technology of goods placement;

- the services offered;

- the level of customer service;

– internal atmosphere of the store;

– after-sales service.

There are the following traditional retail formats.

Discounter (low price store) - a store with a narrow assortment and a minimum set of services for customers, with fairly low prices. Prices in discounters are usually 10% lower than the market average. At the same time, the effect of low prices is achieved due to the deliberate narrowing of the assortment. The main idea of ​​creating stores of this type is price leadership. The remaining factors of buyer choice are sacrificed to achieve the main competitive advantage by price. The management of such a store is aimed at reducing costs due to the minimalist design of the trading floor, simplified display of goods, reducing the number of employees, limiting the assortment, which should be sold in large enough lots due to low prices.

Supermarket – a large department store operating on a self-service system, offering a wide range of goods (12–20 thousand items). As a rule, a supermarket is located in residential areas; it can be located both in the center and in the suburban suburbs.

The word “supermarket” refers to a store that sells a wide range of food products and a certain range of non-food consumer goods, operates on the principle of self-service and is designed for the mass buyer. Often supermarkets have various own productions - a bakery, a meat products workshop, a salad workshop, etc.

The concept behind the supermarket format can be defined by the term "optimal". Its advantage is manifested in the sum of several factors of store value for the buyer. Consequently, the supermarket is the most technologically convenient and flexible format for a retailer. At the same time, it is also interesting for buyers, both wealthy and those with an average and below average income. Therefore, the supermarket is a leader in the retail sector.

Hypermarket – one of the largest store formats. This is a retail trade enterprise that sells food and non-food products of a universal range, mainly in the form of self-service, with a sales area of ​​​​usually 4-10 thousand m 2. The hypermarket has a fairly wide range of additional services. These are restaurants, playgrounds, cinemas. This format is characterized by a high average purchase. A prerequisite for a hypermarket is the availability of high-quality parking, it is often located near a major railway or bus station, airport, serving a very large flow of visitors. The main competitive factor is the assortment width, which is the maximum for this trade format. The second factor is the low price. The weak point of the hypermarket format store is its geographical location. As a rule, hypermarkets are located far from the places of residence of the population, outside the city.

Hypermarkets are characterized by an independent pricing policy, although they are also combined into network structures. Stores are distinguished by low markup levels and, consequently, retail prices. This becomes possible due to the scale of the trade enterprise and the peculiarities of the pricing policy. For some types of goods in hypermarkets, for example, food products, relatively low prices are set, which attracts buyers to these stores. For food products, a minimum margin is determined. In contrast, non-grocery items are sold at a higher markup, allowing the hypermarket to make money. The hypermarket is the most dynamically developing format. As a rule, the hypermarket becomes the second or third format with which the company enters the market.

DIY (short for Do It Yourself, “do-it-yourself”) is a retail format for building and home goods, which implies direct access to customers to the product and a self-service system. As a rule, sales staff consultations are minimal – the buyer finds and selects the product himself, takes it from the shelves and delivers it to the checkout.

cash&carry – is a self-service store that sells small and medium wholesale for legal and individuals. Format Stores cash&carry located away from the center, at the intersection transport routes. The shops cash&carry actually take on the functions of a store-warehouse. Price reduction is achieved through the purchase of goods in large volumes directly from suppliers and manufacturers. They are a cross between a wholesaler who handles huge quantities of goods and a retail store that lives on lower turnover but at very high markups. The shops cash&carry are not only an alternative to wholesale markets, but also a serious competitor to retail. The world leader in this store format is Metro Cash&Carry.

table 2 comparison table main network formats of retail trade

Other store formats are as follows.

convenience store – a small store designed to meet the current needs of the customers living next to it. The assortment of such a store should be as balanced as possible and consist of consumer goods, since purchases "near the house" are made daily and include the main goods of the consumer basket. As a rule, convenience stores are focused on residents of the area, regular customers. The store has a round-the-clock operation, in the assortment of goods the emphasis is on fresh products of everyday demand (vegetables, fruits, milk, bread, meat products).

supermarket (short for “general self-service store”) – a store that sells a wide selection of products in different categories, but most of the assortment is in food products. Unlike a regular store in a supermarket, most of the goods are located in showcases in the public domain. The buyer himself chooses what he needs and pays at the checkout when leaving the store.

Department store (short for "general store") is a large store that usually sells non-food items belonging to various groups. Classic department stores are 3-5-storey buildings with a single retail space and an assortment of up to 100,000 items. Trade in the department store and all operations related to the processes of trade are carried out by one operator. He is also the owner (or tenant) of the department store building. Spaces are leased only for public catering and service enterprises, and there are few of them in relation to the general retail space. Since shopping centers in the city center usually have problems with car parking, the most “advanced” department stores have their own car parks. The main contingent of visitors is people with average incomes, so the equipment of a department store, as a rule, provides a certain comfort: automatically opening entrance doors, escalators to move from floor to floor, rest areas, mother and child rooms, fitness centers, etc.

These retail stores offer average quality products and a fairly high level of service. Most department stores offer a wide range of products, but some specialize in certain items such as clothing and personal care products.

Boutique – it is a small shop that sells very specialized, high quality and usually expensive items. Stores of this format offer the maximum service at the maximum price.

Kiosk – it is a small pavilion in which trade is carried out through the counter, while the buyer remains outside. The assortment of goods and its stock in the kiosk are limited, since the warehouse is actually the kiosk itself. This trading format is a more civilized analogue of an open stall of a street vendor.

As an example of the distribution of the market by form of trade, some data on the retail sector in Germany are given.

Table 3

German market share of various forms of retailers With 2000 to 2004

* except for trade in cars, fuel, gas stations, pharmacies. Source: Trade Union BAG, Berlin; Statistical Office, Wiesbaden; info-institute, Munich.

Table 4

Top ten retailers in Germany in 2004

Source: EHI Retail Network.

Table 5

Forms of REWE outlets in Germany in 2004

Source: EHI Retail Network.

8. Non-traditional forms of retail - what is it?

A good sales agent is able to sell

three pairs of gloves to Venus de Milo.

Robert Orben, edited by Dm. Pashkov

In the previous section, traditional forms of service were considered, when the buyer comes to the store, directly selects the product and immediately pays for it. The main disadvantages of this form of trade are the large time costs, and in some cases the lack of goods or goods of a specific manufacturer that the buyer needs. For many buyers who live far from large cities, the problem of finding and buying many goods is generally an urgent problem. In this regard, other non-traditional forms of trade have become widespread.

Non-traditional forms of retail trade are: non-store, electronic, vending machines. The main methods using OTC strategies are direct marketing, direct selling and vending machines.

Direct Marketing – is a form of retail where the customer first experiences a product or service in a non-personal way (for example, direct mail, television, radio, newspaper, magazine, or Internet advertising) and then places an order by mail, telephone, fax, or computer.

From a retail perspective, direct marketing means paying directly for a product without the need for a store.

The types of direct marketing are:

Trade with the order of goods by mail.

In this case, information about a particular product is communicated to the buyer in various ways. For example, catalogs are sent to customers - free of charge as a gift or at a small cost.

Table 6

Benefits and Limitations of Direct Marketing

The buyer sends an application for the purchase of goods through the post office. Payment is made in advance or at the time of receipt of the goods by mail. There may also be catalogs for ordering the necessary goods. The list of goods, and if necessary, their photographs, the seller places in newspapers, magazines, he distributes letters, leaflets, brochures to the mailboxes of the apartments. With the help of postal delivery of goods, books, audio and video cassettes, simple electrical appliances, and clothes are sold.

Selling via the Internet and e-mail.

The organization of trade through electronic channels is not fundamentally different from selling by telephone (in terms of the delivery of goods and the receipt of money for it). The difference lies in the fact that telephone sales are active calls with a live speech of the seller, and trading through electronic channels (computer networks) is the placement of information about the product offer and the expectation of input passive calls or written offers from the buyer.

Catalog trade.

Catalog trading is carried out by compiling a catalog with photographs, a brief description of goods and prices for them. Catalogs are placed in different places where buyers gather, first of all, in large trading enterprises or special bureaus. You can also buy catalogs and use them at home. After placing an order and pre-paying for it, after a certain time, the buyer can receive the goods at the warehouse or in the section of the store where the order was made. Catalog prices, as a rule, are higher than retail prices, but customers also place orders for those specific goods that are not available in stores.

Another way of out-of-store trading is direct selling.

Direct sales include face-to-face contact with consumers at their home (and other “out-of-store” locations such as the office) and retailer-initiated telephone contact with them. Direct sales, as a rule, involve a demonstration of the product to the buyer and recommendations for use. This allows customers to get acquainted with the products in detail in a place and time convenient for them. The buyer can test the products and, if desired, order them with home delivery.

Table 7 Advantages and limitations of direct selling

There are the following types of direct sales:

- peddling;

- mail order business.

Cosmetics, jewelry, household goods and services (such as carpet cleaning), vacuum cleaners, newspapers and magazines are some items that are sometimes sold this way.

The types of direct sales are:

Peddle trade.

Peddle trade does not involve a preliminary search for buyers. Traveling salespeople, i.e. sales agents, carry the right goods with them and offer them to random people, for example, working in offices or even on the street. This is how cosmetics, cassettes, toys, etc. are sold.

A large role in the success of sales is given to the training of sellers in the technique of presenting goods and the personality of the seller (traveling salesman). The sales strategy consists either in "pushing" the product (i.e., in a one-time contact with the buyer), or in establishing a long-term relationship with him, turning an occasional buyer into a regular client and even into an assistant who either picks up new buyers or himself carries out sales transactions under the guidance of a traveling salesman. In turn, some of the new buyers also become sellers. Thus, a multi-level sales network is formed. The manufacturer of a product that is sold through a multi-level network organizes marketing multi-level support.

Sale of goods by phone.

It is carried out with the help of active outgoing calls and subsequent oral presentation of the goods. If the buyer agrees, the goods can be delivered to his home or an order can be left for him in the store. Taking into account the limited possibilities of telephone sales (20-40 calls can be made per day), the calculation is made on the formation of a circle of regular customers, which is determined by the pricing policy, the level of service and the quality of the goods.

Vending machines – is a form of retail that uses a coin or card-driven mechanism for dispensing goods and providing services. Thanks to vending machines, the need for sales staff is eliminated and it becomes possible to carry out sales around the clock.

Table 8 Advantages and limitations of vending machines

Through vending machines, goods such as cigarettes, soft drinks, sandwiches, chewing gums, etc. are sold. Vending machines are installed at railway stations, in the subway, at gas stations.

9. What is an online store?

In the future, there will be two types of companies on the market: those who are on the Internet and those who have gone out of business.

Bill Gates

Online stores are individual entrepreneurs and organizations that trade via the Internet.

The main difference between an online store and a traditional one is in the type trading platform. If an ordinary store needs a trading floor, showcases, price tags, as well as sellers, cashiers and experienced consultants, then an online store has the entire infrastructure implemented in software. In other words, an online store is a set of programs running on a Web site that allow the buyer to remotely select a product from the catalog and place an order for it. The functions of a showcase and a trading floor are performed by "pages" with an illustrated catalog of goods, and consultants - tips, instructions and descriptions. Everything else - as in a regular store. Even the interface of the online store retains the usual elements, for example, a virtual "basket" where you can put the selected products.

Who needs an online store? An online store is primarily useful for owners of standardized goods and services. For example, sell from virtual shelves Cell Phones and auto parts are much simpler than, say, clothes or shoes that need to be tried on.

The second group of potential owners of online stores are companies engaged in traditional retail activities. In this case, the online business is closely related to conventional sales and acts as an additional to the main retail trade. This scheme is the most successful. After all, the activity of online stores is regulated by almost the same the legislative framework, as the work of conventional (off-line) outlets. And the experience of real work with customers can largely be extended to the online store. For owners of offline stores, an online store is an additional tool for successful business. Opening an online store solves the following tasks:

1. Creates an online showcase where the buyer can get acquainted with the product range.

2. Helps to form a base of potential customers who would like to receive the proposed product.

3. Provides an additional competitive advantage among stores of similar profile, since the online store provides a convenient service for the client (constancy, information content, speed).

Why is it profitable to buy in online stores? Usually prices in online stores are lower than in traditional retail. Why? The short answer to this question is: because fixed costs online stores are extremely small compared to traditional retail.

So, what does a classic online store that exists exclusively on the Web save on?

1. Retail space is not needed to organize sales halls. This means that you do not have to pay for heating, electricity, water, rent.

2. Large warehouses are not needed to store goods. Accordingly, savings on rent, transportation costs, security arrangements, etc.

3. There is no staff of sellers, since all their functions are performed by an online store - it shows the product, informs about prices, and accepts an order. Therefore, you don't have to pay wages sellers.

Rice. 6. Scheme of the online store

These and other factors allow online stores to sell goods at prices below the market average.

What needs to be done to make the buyer want to buy goods in the online store? The main recipe for successful sales is a high-quality, detailed description of the product (photos of the product from all sides, technical characteristics of the product). The buyer does not see the product and does not hold it in his hands, he doubts, and the more information he is given, the more likely the buyer will place an order.

Each product in any online store must contain the following information:

- photo of the product (front view, side view, rear view, equipment, packaging, video film);

- description specifications products;

- weight, dimensions (usually used in courier services to calculate the cost of delivery);

- trade mark of the goods;

circuit diagram the work of the online store is shown in fig. 6.

10. How to manage an online store?

Running an online store means performing two main tasks:

- prepare and publish product information;

– receive and process information about orders. Most often, these tasks are performed by means of a site with

online store. Sometimes the preparation of information about the product and the processing of orders are performed by means of an enterprise management system. In the second case, it is necessary to organize the exchange of data on goods, orders and customers between the online store and the enterprise management system.

Any online store must contain:

- a showcase where goods are displayed for sale;

- a system that allows you to analyze sales and manage the store;

- cart - virtual storage where the user adds or removes goods during the order process, writes out the order;

- the ability to register on the site in order to record the details of the buyer to complete the order.

The most important task of managing an online store is the timely and prompt receipt of information about an order placed in an online store. Obtaining information about orders is most often carried out using a letter sent by the online store to the mailbox of the administrator of the online store.

Emails from the online store are in a good way delivery of notifications that the buyer has placed an order in the online store. Other ways of transmitting information and notifications about the order are possible, often SMS is used for this. Cell phones administrators or messages through ICQ and other similar systems.

On the question of who should manage an online store, there are different opinions. Sometimes the point of view is expressed that a specially trained employee who is fluent in website development technologies is needed to manage a store.

There is another opinion. Analyzing the two most important tasks of managing an online store: publishing product data, including prices, receiving and processing information about placed orders, it becomes obvious that the solution to the problems of managing an online store should be provided to the managers of the company that owns the online store. They determine what, when and at what prices can and should be sold. They know how to process orders.

Designers, programmers and other IT specialists, having done their work at the stage of creating an online store, should give way to trade professionals.

11. What is franchising?

Franchising- this is such a business organization when one party (the franchisor) transfers to the other party (the franchisee) for a fee the right to a certain type of business, using the developed business model for its conduct.

Franchising is one of the most effective ways to develop a business for companies that have already achieved success and want to develop it further. On the other hand, franchising is the best opportunity to organize a reliable own business for a small entrepreneur starting his own business. A franchisor can be a manufacturer, wholesaler or service provider.

The essence of franchising is an exchange: the franchisor gives the franchisee the right to use a relatively well-known brand, teaches the secrets of his business and provides certain guarantees of the reliability of the business, since its success has been proven in practice. In return, the franchisee shares with the franchisor their money and, to some extent, their independence.

Franchising is a system of retail organization that consists of the franchisor's company that has developed, successfully implemented and markets elements of its own replicable business, and the many companies or individuals that have purchased the right to use the franchisor's trademark and business practices from the franchisor. There are two types of franchising - for a product (trademark) and for a business format.

What are the benefits of a franchise system for the franchisor?

Firstly, the development of a network of franchise enterprises allows not to expand own network and significantly save your capital and your labor resources.

Secondly, the owner of each enterprise - the franchisee is more interested in positive results of work and cost reduction compared to a hired manager.

Thirdly, for the franchisor, commercial risks, since his own capital participates in the expansion of the business to a minimal extent.

Fourthly, the franchisor does not deal with day-to-day management problems and does not have problems with the personnel of each franchise point.

What does the franchisee get?

1. Organization or entrepreneur who decides to buy ready business, using the concept of franchising, they do not start working from scratch, they get an already established business with an established and successfully functioning management and business management system and, accordingly, a high degree of reliability. In this case, the franchisee is not an employee of the franchisor, but the owner of his own business.

2. The franchisee gains a competitive advantage over ordinary businessmen. Working under a well-known brand, the franchisee has a much better starting position. When choosing which of several companies to contact, the client, as a rule, chooses more famous name caring about the quality of services or goods.

3. The franchisee receives help and support from the franchisor. This is a set of methodological materials in the form of clear instructions on equipment, materials, suppliers, marketing system, business technology, these are ongoing training courses and trainings, these are necessary consultations and joint decision emerging problems.

4. Solving financing issues. Franchise business is considered to be a more reliable business compared to free small business due to the fact that this business is already well tested and is part of the franchise system, so banks, leasing companies, other financial credit organizations are more willing to work with franchisees compared to ordinary entrepreneurs. This enables the franchisee to receive credit resources. In addition, the franchisor, being an interested party, can be a guarantor when obtaining loans.

The development of franchising as a whole improves the overall culture of entrepreneurial relations, promotes the creation of new jobs, allows you to acquire new ideas, methods and technologies in business, creates integrated system practical training for small business.

12. What are retail chains?

A retail chain is a company that operates several retail outlets (shops) that have one owner. Each store included in the retail network is not economically independent, but legally it can be independent. As a rule, the purchase of goods, management, decision-making in the network take place centrally.

Retail Benefits:

1. Consolidated purchases of goods by a large trading company provide the best price conditions from the supplier due to the purchased volumes.

2. For the network structure, it becomes profitable to have its own central warehouse, which, in turn, allows you to create a commodity buffer, compensating for the irregularity and violation of the terms of delivery of goods by external suppliers.

3. The presence of a warehouse and its own transport facilities create the prerequisites for a significant reduction in the area of ​​utility rooms and, accordingly, inventory in stores, as well as reduce costs and expenses for pre-sale preparation of goods.

4. There is a possibility of reducing the administrative apparatus per store, which means reducing the "manpower shortage" and the content of more highly qualified specialists.

5. Significantly increase the opportunities for wide popularity and recognition of the company's stores, which contributes to the growth of turnover.

6. Concentration financial resources with one owner allows you to expand the network, to modernize the trading process.

7. The use of economies of scale allows you to minimize logistics costs;

8. There is an opportunity for a more targeted formation of an image and a recognizable image in the eyes of consumers and suppliers.

The disadvantages of a corporate network include:

1. Deprivation for an individual store of initiative in the implementation of assortment and pricing policies;

2. The director (manager) of the store, not being the owner, may not be sufficiently motivated in his work.

Construction of a network retail trading company, as a rule, begins in three cases:

1. During the construction of the second store.

2. When a wholesale company decides to expand its business by opening “its own” retail distribution channels.

3. If there is a project to create a retail network. For example, when investment, production, oil companies trying to diversify their business, penetrating into new industries and areas.

The main tasks that need to be solved when moving from a separate store to a well-functioning network of retail stores:

1. Ensure the possibility of pursuing a centralized purchasing policy - the main factor in the formation of the competitive advantage of the trading network.

2. Reduce costs, including those for the administrative apparatus - an important condition for establishing a competitive retail price.

3. Increase the turnover of financial resources. This is achieved by a set of measures, the main of which is high-tech logistics.

4. Provide solution managerial tasks minimum number of management personnel.

5. Optimal placement of managers at the facilities of a trading company.

6. Conduct an effective assortment policy.

7. To automate technological processes as much as possible, providing a single information space and the relevance of information in real time.