UNIT 3. RetailingKEY VOCABULARY (SB page 25) Learn Retailing is the business of selling products to the general public. Most retailers sell from shops or stores, which are called outlets. Many countries have large retail chains, which are organized nationally and sell standardized selection of products. Their outlets are often in shopping centers (US malls), where there is a large variety of stores in the same location. Many large retailers operate from out of town locations with parking facilities, known as either hypermarkets (over) 30,000 square metres) or superstores (under 30,000 square metres). They may be on a retail park, where there are a number of large stores. Department stores such as Harrods in London are large shops, which sell a wide variety of products, usually from a city center location. As the name suggests, they are organized in departments, each with its own manager.
2. VOCABULARY (SB page 28 ex. 1, 2) Fill in the gaps and learn: Use the following words as nouns, verbs or adjectives: • stock • deal • surplus • secure • market • model • order • control. Some of the words will not be used.
Sephora is a French beauty supermarket chain, which has revolutionized the way that perfumes and fragrances are sold. Sephora operates in a (1) _________ that has traditionally been served either by small exclusive perfume stores or by department stores. It (2) _________ a wide selection of too products from beauty houses like Chanel and Estee Lauder. Two years ago the original founder of Sephora, Dominique Mandonnaud, was approached by the luxury chain LYMH (Moet Hennessy – Louis Vuitton) with an offer to buy the company and one year later a (3) _________ was made. Today Daniel Richard, the new president, (4) _________ all aspects of the business. he has managed to (5) _________ the support of many of the big brands in the perfume business and placed big (6) _________ with them. Sephora has ambitious plans for the future, and recently opened a store in New York.
3. VOCABULARY (SB page 28 ex 3) Fill in and learn Replace the words in the italics with the following words: • profits • overheads • niche • range • suppliers • discount
Wal-Mart is already maneuvering to bring its vision of retailing to the European consumer. In the United States the company operates stores that are often twice as big as their European equivalents and which sell a huge selection (1) _________ of quality products at a significant price reduction (2 ) __________. However, duplicating its success on the old continent may prove to be just as difficult as conquering the New World’s markets. Firstly, Europe with its limited space available for building new stores and its high operating costs (3) __________ may make it more difficult for the company to produce the same positive financial results (4) __________ that it has had in the US. In addition to that, it may be difficult to persuade companies that provide goods for retailers (5)_____________ to do business with them in the same way as they do in the US. But with the purchase of the British supermarket chain ASDA, Wal-Mart clearly want to establish a particular market (6) _________ for itself in Europe.
4. THE LAY OUT AND OF A SUPERMARKET. (SB Listening ex 3 page 32) Learn
As a rule, supermarkets and groceries follow a standard design. For example, the main entrance is on the left, because the research has shown, that customers prefer to enter stores on the left and then they have a natural reflex to move to the right. • Fresh fruit and vegetables are always just inside the entrance. This is important because it gives a healthy image to the store. • The meat counter, however, is at the back of the store. Thee are two reasons for this, the first one being that meat requires a storage and preparation area. The other is that meat is an item that shoppers come to buy regularly and having it here means that they will see many other products on their way. • Likewise, basic products are rarely positioned next to each other. The coffee may be positioned in the first aisle, about half way down on the right, whereas the sugar is over in the fourth isle nearest the checkout. • Breakfast cereal may be in the second aisle, the shelves on the top containing the lesser-known brands. The position at the eye-level, which generates the highest sale, is reserved for the more famous brands. • Free samples counters are called to promote less popular brands. Television screens above the demonstration area may show different items, which are discounted at the moment. Displaying products this way can increase sales of certain items by as much as 900%.
5. WRITING A REPORT. (WB page 15)
You work as a retail consultant and were asked by the head office of Wright’s Supermarket to conduct a customer survey at their branch in Colchester following a number of complaints. Write a report giving details of the complaints and your recommendations. (à see next page)
Customer survey – Wright’s Supermarket, Colchester 19 March
100 people interviewed
Complaints: 1. Opening hours
-- doesn’t open until 10 – people can’t buy things
2. Product availability and quality
--some products post their sell-by date
3. Customer service
cashiers never put shopping in bag
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - RECOMMENDATIONS FOR THE LAYOUT OF THE REPORT: Introduction: Give the date, place and the context for the survey. Body: Describe the customers’ complains in 3 separate sections according to the survey plan. Leave spaces between paragraphs. Conclusion: Give the recommendations for improvements on every item of complaints. Enumerate the issues.
Guidelines for writing: Keep to formal style. Avoid using the personal pronoun ‘I’ Do not use contracted forms. Include linking expressions to provide contrast and establish sequences. Use both active and passive forms. Vary the use of tenses / use modal verbs Identify to whom the report is headed and sign it with your name and position. To: From:
Phrases to use: • On _(date)__ we conducted a survey at __(place)___ following a number of complaints made to the head office. _______ of customers were interviewed during _______. The survey focused on three main areas: à (next page)
• customers complained that …. • In addition, some people thought that … • A further suggestion was that … Many shoppers were unhappy that … • Some customers would like … • We recommend that … to improve customer service, we suggest … • A further survey should be conducted…
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-- store often closed at quarter to 7 but says 7 at door admit people up to 7 + make announcement 5 min. before closing
on the way to work do another survey to find out the best time to open.
-- why not open on Sundays? one month trial period.
-- long queues employee training program (employee of the month award?)
