by Management of employees:
Managing employees is the foremost duty of a retail manager. This includes the management of store’s employees working at various levels such as sales staff, store staff, cleaning staff and clerical staff.
Maintaining the sales environment:
It involves implementation of store layout plans, displaying merchandise, replenishment/refilling of stock, visual merchandising task and maintaining the sales record effectively.
Cost minimization:
It involves controlling expenses that are essential to run a store. By way of applying cost effective policies, expenses can be reduced resulting in increased profitability. It is possible by elimination of waste, errors and accidents. This task of minimizing cost becomes necessary when store is running on low price policy, like in case of Wall Mart stores where EDLP (every day low prices) policy is being applied.
Recruitment, Training and Development:
The very first duty of any retail store manager is to handle the job of recruiting the right persons at right jobs. Then train and adjust them according to the store’s policies and working environment. If they need any training, they must be provided in or outside the store. These new entrants are those who make the store either an achievement or can mar the whole business.
Therefore, retail manager should ensure that be it cashier, or sales executive or store keeper, they should be hired after considering their minimum qualification and experience in the concerned field. If after recruiting, training and development, still these employees are not performing well after several warnings, they must be fired from the store.
In addition to these duties, store manager must ensure that all the employees at different level are honestly doing their duties and are not creating any problem for store or other employees.
If any retail manger, employee or group of employees are lacking in some managerial skill/know how, he/they must be provided with proper training, as trained employees work fast and in more effective way. Also it is the working staff that ultimately put policies/store’s objectives into action.
Budgeting and Forecasting:
The store manager is more suitable for predicting the store’s future performance, calculating future expenses and accordingly setting budgets. Explaining the set targets and the funds available to departmental heads and collecting their performance at regular interval comes under implementation of retail strategy.
Implementing Marketing plans:
This involves implementation of marketing policies devised in order to pursue store’s strategic marketing objectives. For example, to allocate space for sales promotion activities, inspecting effectiveness of sales distribution programs etc.
Team Leadership:
The store manager also has the task of motivating his employees and reducing any resistance to change in working methods that may be required when new strategic directions are set. Retail manager ensures that his all employees should work like a team, leaving any personal grudge.
Maintaining Leave and Salary Record:
Another important job of a retail store manager is to have the proper balance and written record of the money comes in the store by way of selling the goods. He is also responsible for keeping the whole record of all the employees with regard to their working hours, no of days worked by each and every employee.
He will take care that each employee is getting the salary according to the number of days and hours served them for the store so that there should not be any partiality with any type of store employee. He will oversee that the provisions related to casual or earned leaves (if any) are applicable to all employees.
The necessity of proper and updated records (both sales and purchase) is that it helps in estimating the money which has come in to the store by way of selling goods or providing services to customers and gone out of the store by way of bills and salary payments to employees.
Holding Inventory:
Inventory control is another important activity performed by a retail manager. To ensure regular availability of inventory in the store, retail manager maintains appropriate level of inventory all the time in the store. Since a store’s earning is through selling of goods, it becomes the duty of a sales manager to have the full record of incoming and outgoing inventory.
So that there should not be any shortage of inventory in the store and side by side there may not excess of a particular good which results in unnecessary blockage of money and also needs storage area. Normally in the small Indian cities, most of the retail managers have practice of keeping the inventory with the nearby godowns to avoid any shortage.
The reason is that these cities are not well connected with rail or road networks. But on the other side, retailers in the metros or developed cities avail of just-in-time deliveries with the help of efficient customer response systems, which reduce the practice of having huge inventories in stock all the times. In addition to maintaining appropriate level of inventory, he should make sure that payment has been made for the supplies/ordered goods.
Extending Customer Services:
The retail sales manager being on the senior position is responsible for providing multiple services to immediate customers and the other members of his retail value chain. These services differ from store to store and location to location. Some of the services familiar to all stores are (a) credit facility, (b) free home delivery, (c) after-sale service, and (d) trade discount to bulk buyers or small traders and information and new offers to its regular and loyal customers.
For instance, the Titan watch company in India set up its service centers in its own retail chain stores of Titan wrist watches with the name of Time Zone. This has not only thinned the importance of local and unorganized service providers but has also increased the confidence of the retail customers in these chain stores considering after sales service an integral part of watch purchase.
Maintaining Store Harmony:
The retail manager is also responsible for maintaining harmony among different levels of store staff. He ensures that the floor staff is cooperative and has corporate spirit of team work. Store harmony not only includes the good relation between different types of employees but also involves relation between store management and its employees, between public and store, between public and store’s employees, store and the government, and also between various stores.
Ensuring Safety of Employees and Inventory:
Since the retail store manager is supposed to be present physically on the store’s premise on daily basis, is the suitable individual to ensure the safety of the store including the safety of employees and inventory. He is the appropriate person to inform the corporate office how his store is doing and where and when the changes are needed to introduce in the store.
Store manager ensures that all the safety provisions with regard to requirement of local authorities like municipal corporation, state and central government are duly met. These safety provisions relate to installation of firefighting systems and provision of emergency exits etc.
In nutshell, a retail store manager is responsible for day-to-day activities of the retail store. He undertakes various activities and performs functions that add value to the offerings they make to their potential customers. The retail store manager also serves the manufacturer by performing the function of distributing the goods to the ultimate consumers. For several goods where brand loyalty is not very strong, the retail store manager’s recommendation could be very vital in buying decisions of the customers.
