A great product on the shelf does not guarantee a sale — retailers first have to convince distributors and wholesalers to stock it, then convince the shopper to buy it, and every link in that chain needs its own strategy to make money. Small and medium retail businesses feel this gap the most, since trade marketing skills are rarely taught on the job.

This course walks participants through practical, experience-based approaches to building demand across the retail chain — from manufacturer to distributor to the shop floor — so that every party involved in the sale, including the store itself, operates profitably.

Who Should Attend?

• Merchants, shop owners and shops.
• Workers in commercial stores, malls and shopping centers.
• Entrepreneurs looking for a strategy to increase profits.
• Store managers of small and medium-sized companies looking for solutions to simplify operations and support decision-making.

What You Will Gain

• Ways to increase sales, improve inventory handling, boost customer satisfaction, and stand out from competitors.
• Techniques for developing effective strategies that improve decision-making and deliver a better shopping experience while lifting profitability.
• How to select the right team members using proven selection techniques.
• Skills to manage merchandise and inventory by category and align procurement plans with business goals.
• Practical know-how in visual communication at points of sale.
• New ways to understand customers and build value propositions for the business.
• The ability to present ideas confidently and grasp new business concepts and models.

• Module 1: Understanding Today's Shopper

  • Who is the consumer and what drives the purchasing process.
  • Types of clients and customer service essentials.
  • Market research techniques to know your shopper.

• Module 2: Designing a Store That Sells

  • Store location and shop window design.
  • Visual communication and visual merchandising tools and elements.
  • Types of designs used to attract footfall.

• Module 3: Winning Online and Offline

  • Digital marketing, e-commerce and website design fundamentals.
  • Online advertising and social networks as growth channels.
  • Creativity, technology and the innovation process in retail.

• Module 4: Running an Efficient Supply Chain

  • Selecting merchandise and managing assortment.
  • Inventory and supplier management.
  • Management by categories.

• Module 5: Turning Strategy into Growth

  • Applying growth strategies across the retail chain.
  • Translating customer and store insights into a scalable retail plan.