retail skills workshop - retailinstitute.org.au · merchandise a retail store to showcase the...

Retail SkillS WoRkShopInformatIon kIt

Empowering businesses to think big

A training series providing small businesses with the tools needed to embrace innovation, digital markets and retail excellence. The retail skills workshops deal with the must-knows of the retail industry to perfect and build on foundation skills.

about ARA RetAil institutethe ara retail Institute is a division of the australian retailers association (ara). the ara retail

Institute is a registered training organisation (rto) delivering retail qualifications, retail consulting and professional retailer skills workshops to the retail industry. the ara retail Institute is committed to

providing retailers with the skills and knowledge to develop the performance of their business and the talent that resides within.

Create Compelling Visual MerchandisingLearn the foundations and steps to successfully design and merchandise a retail store to showcase the product and drive a strong commercial return. Know the simple standards that help to make a store stand out and be easily shopped by a busy and distracted customer and getting it right every time.

Key learnings:• Planning for great store design and effective use of

merchandising tools• Building a logical store layout to generate traffic flow and turn

the stock• Designing and sourcing effective branding and signage• Highlighting windows to generate attention and ROI

level Entry

Duration & Cost Full Day (7h) $3,000 + GSTHalf Day (3h) $2,500 + GST

target Audience Business owners, Merchandisers, Managers

Develop strategies for Merchandising & Corporate PresentationThe visual merchandising function of a retail operation brings to life the marketing and merchandising plans designed to attract, inspire and convert the target audience. A range of skills is required to effectively merchandise retail stores from store layout design to promotional concept planning, to the production of VM standards manuals.

Key learnings:• Developing visual merchandising fundamentals to create project

briefs and producing and installing presentations.• Design and install promotional concepts and bring the concept

to life in store• Develop merchandising and promotional plans• Produce visual merchandising planning manuals

level Entry



MERcHAnDISInG MERcHAnDISInG

lead the Development of Merchandising strategyThe workshop works through application of corporate imaging, consumer demographics, current financial reports, target markets, industry design standards and contemporary retail design issues to develop visual concepts for corporate merchandise presentation plans and visual displays.

Key learnings:• Analysing Visual Merchandising Trends• Develop the Visual Merchandising concept and Strategy• Develop and Manage Implementation of Visual Merchandising

Strategy• Evaluating the Outcomes of visual Merchandising Strategy

level Intermediate - Advanced


target Audience Business owners, Merchandise Directors, Head Office

MERcHAnDISInG

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Retail Marketing & Customer loyaltyUnderstand how to capitalise on the trends in retail marketing and loyalty – explore the foundations of effective marketing and relationship making. These guiderails are then linked to a step by step plan to create marketing and loyalty activities that ensure the customer’s needs are always the focus.

Key learnings:• Building the foundations of customer focused retail marketing• Step by step planning to ensure the marketing is targeted to the

customer• creating a campaign and building the tools to support it• Measuring performance and adjusting the marketing and loyalty

activities

level Entry


target Audience Business owners, Marketing teams, Managers

Maximising Marketing Opportunities in shopping CentresEffectively retailing in a shopping centre environment requires acute attention to the detail of the consumers experience in every trading hour. Leveraging of higher traffic flows is only possible if the business is set up for success. Retailers who acknowledge and utilise the benefits of networks can often discover other business relationships with aligned target markets with common ways of promoting their offer.

Key learnings:• Understanding the role of marketing in shopping centres• Driving effective marketing for your business• Linking to shopping centre initiatives• Implementing a creative marketing calendars

level Entry - Intermediate


target Audience Business owners, Managers

MARKETInG MARKETInG

Devise a strategic Marketing PlanA workshop designed to help plan a competitive and strategic marketing plan that considers both business viability today and sustainability into the future. The dynamic environemnt of the Australian retail sector gives cause for retailers to evaluate the significant influence that marketing plays in positioning brands in the lead of their competition.

Key learnings:• Investigate strategic marketing performance of your business

using performance indicators, market segmentation and planning objectives

• Positioning for sustainable market advantage by understanding market trends, forecasting demand and ascertaining market advantage

• Planning and monitoring frameworks to manage strategy development for implementation




Drive loyalty & Digital MarketingUnderstand that while technology is enabling customers, it is also enabling retailers to communicate consistently and track customer activities across every channel. The workshop delves into embracing this attitude to keep closer to the customer by building stronger loyalty and relevance.

Key learnings:• Aligning your digital personality with physical personality• The role of technology in pre-purchase, purchase and after-

sales engagement• Intergrating authentic communications within the social and

e-commerce platforms• creating a successful online platform to drive loyalty

level Entry


target Audience Business owners, Managers, Sales Teams

MARKETInGMARKETInG

Workshops designed for retail by retail. the retail Institute is a division of the australian retailers association - a membership organisation for australian retailers.

DIGITAL

social Media & MarketingLearn to use social media drivers to remain up to speed with current digital trends and be inspired by effective digital strategies to drive social engagement and sales through online platforms.

Key learnings:• Identifying the essentials of social media success• Analysing networks, conversations and influencers to define a

strategy• creating a content distribution strategy to build brand

personality and loyalty• Optimising tools for scheduling, automation and measuring

performance

level Entry


target Audience Business owners, Marketing teams

Digital Retail Operating successOperations, inventory management and customer service are cornerstones of retail discipline. Technology is ever improving the efficiencies within these important areas.

Key learnings:• Multi-channel Opportunities with Innovative technology for

increasing sales and profits online• Attract, Engage and convert to sales• Online Merchandising challenges: Inventory, pricing, VM,

variety assortment• Website Development and measurement for various

technological platforms (computer/Tablet/Mobile)• Supply chain - Logistics & Online Fulfilment delivery and

Returns Processes

level Entry


target Audience Business owners, Marketing teams

DIGITAL DIGITAL

Omni-Channel: the First stepsLearn the foundations of getting your product in front of customers via more than one distribution channels – bricks and mortar stores, online and mobile technology. In this workshop, we examine how to integrate the broad extent of omni-channel into retail with a strong focus on the online channel and the social context of marketing.

Key learnings:• Understanding omni-channel foundations• Adopting omni-channel best practice• Engaging the connected consumer• Integrating traditional and digital marketing in omni-channel

level Entry


target Audience Business owners, Managers, Marketing teams

DIGITAL

Revaluing the total Customer experienceWe all know that customer service goes beyond greeting guests into your business. Modern day customer service now requires business wide adoption to ensure consistency at all the different touch points within a business.

Key learnings:• Moderndaycustomerservice–Howithaschanged• Behaviourprofiling• Crossselling• BusinesswidecustomerserviceInclusionofroleplaying



target Audience Business owners, Merchandise Directors, Head Office

DIGITAL

“Awesome 2 day workshop! Which has built confidence in myself and

my current role.”

- R.S, Black Milk clothing

SALES & SERVIcE

Image (left): Product buying workshop in Melbourne

sales & service excellenceInvestigate the art of creating a great memory through all of the touch points through excellence customer service. Develop innate skills to pick the key customer moments and create a positive interaction with the customer - customers always return to the businesses that treat them well. The workshop will provide strategy and inspiration in creating a great service culture.

Key learnings:• Defining your service as your product• Understanding customer choice• Managing growing expectations in the world of service• creating 6 critical customer moments

level Entry


target Audience Business owners, Sales teams

Close the salecontemporary consumers’ demands are much greater; with expectations of superior experiences woven with personality, theatre, engagement and stories to walk away with, we are also in the business of entertaining. To build a unique experience as a competitive advantage in today’s retail climate requires calculated planning and excellent execution of a well-rounded experience package.

Key learnings:• Discover customer’s needs and wants• Discover customer’s purpose of purchase• Features, advantages and benefits• Handling concerns and objections• Ask for the sale

level Entry


target Audience Business owners, Managers, Sales teams

SALES & SERVIcE

SALES & SERVIcE

Manage & transform sales ProgramsThis high level workshop addresses the diagnosis of the need for change in order improve the sales and service strategies of the business. You will analyse trends in current sales and service strategies and review the strategic direction and service fit in your own business. The workshop will focus on identifying barriers to change while recognising risks and impact of change to service delivery. The next focus is the implementation of the transformation strategy and the engagement of the business in the new sales and service standards, corporate government and culture guidelines to ensure cross-functional alignment.

Key learnings:• Transforming the sales and service experience by analysing

contemporary sales and service strategies• Defining sales and service strategies and identifying barriers to

change including analysis of commercial impact and risk• Implementing sales and service transformational strategy by

engaging the business and redefining corporate governance and culture guidelines

• Evaluate the outcomes of the transformation strategy

level Advanced


target Audience Business owners, Directors, Sales Managers

Managing Dynamics of Challenging CustomersThe workshop objective is to offer sound insight and practical skills into how a team’s attitude and behaviours influence the outcome of challenging customer moments. A number of activities are woven through the framework of the session to ensure skill and confidence development with regard to the effective management and resolution of conflict. You will have the skills to minimise the magnitude of conflict scenarios in the workplace.

Key learnings:• Understanding conflict• Prioritising conflict prevention• conflict resolution methods• Striving for solutions

level Entry


target Audience Business owners, Managers, Sales Teams

SALES & SERVIcE

SALES & SERVIcE

in-house training solution. Customisation to suit your business is available for a small fee.

“I really liked how the theory was made practical using case studies and examples that were well-supported by the knowledge of the trainer.”- J.S, Harris Scarfe

Develop a Merchandise strategyA merchandise strategy specifically relates to what we sell, the products we present and propose to customers whether in a bricks and mortar context, pure play online, or omni-channel. The workshop sets the tone and offers a big picture perspective to guide the day-to-day activities of retail buyers and planners.

Key learnings:• Analyse the operating environment• Develop merchandise strategy• Review merchandise strategy

(accreditation available)


Duration & Cost Full Day (7h) $4,500 + GSTminimum of 10 people to run

target Audience Business owners, Merchandisers, Buyers, Planners

Conduct Post trade AnalysisPost-trade analysis is that critical step of teasing apart the merchandise performance so planners are in a well-informed position to make sensible and logical planning decisions. Planners are required to present their findings logically so all involved in the planning process from the cEO down, are well informed and able to take the most appropriate actions.

Key learnings:• collecting post-seasonal data• Analysing what happened• Analysing what could have happened• Presenting information





PRODUcT PRODUcT

Develop a Merchandise Financial PlanProfit in a retail business is largely generated through the turnover of their merchandise, and all functions and departments must align to this awareness if the business is to reach its financial projections. The workshop will provide the knowledge that underpins how financial decisions are made in your business and the implications of the merchandise function on the overall profitability and performance.

Key learnings:• Review business financial information• Developing a merchandise financial plan• Review and re-plan merchandise financial plan





PRODUcT

Image (above): Retail merchandise management workshop

Develop a Category Financial PlanThe workshop explores what is arguably the core activity of merchandise planning. We explore the Retail Equation which connects stock, sales, markdowns and purchasess. While the Retail Equation is deceptively simple, the business of retailing is complex as there are circular arguements embedded in the equation that are not obvious at first. Know how to juggle all components to maximise sales and profit.

Key learnings:• Determining category planning requirements• Developing category financial and range plans• Reacting to trade





PRODUcT

Plan a Merchandise Product RangeMerchandise planning is the overall planning process that helps buyers select and develop product for their ranges - known as assortment planning or range planning. Use financial information based on history and targets for eg. product mix, target costs, profitability and balance of range. Knowing who your customer is, what and when they want and need product, and their expectations from your business are key factors as are knowledge of customer responsiveness to competitor marketing and promotions.

Key learnings:• Determine range requirements• Generate options for merchandise range• Buy and plan merchandise range sourcing and distribution





negotiate & establish a supply ArrangementRetailing is built on the principle of buying something for one price and selling it for a higher price. At the heart of that simple process is the supply chain bringing in a steady flow of product. Retailers and suppliers therefore share a common goal and reply on each other for mutual success. For a retailer, it is crucial to select the right supplier that can consistently fulfil orders at the right time for the right price.

Key learnings:• Selection and evaluation process• negotiation with suppliers• Formalising contracts• Monitoring supplier performance





PRODUcT PRODUcT

Plan Merchandise Buying tripsBuying trips are an essential activity of all retailers, irrespective of what form the trip takes. The green grocer taking their ritual 4 am trip to the wholesale market is really no different to the fashion buyer travelling each season to the fashion capitals of the world. At the end of the day both hope to come away with fresh and exciting new products, improved prices and maybe some new supplies. The fundamental approach is the same, they think about their customers first and foremost, what they think they can sell and what stock they already have. Eventually the product hits the retail floor and the buyer can make an informed assessment of their buying skills. This workshop will step through each component to planning and executing a successful and informative buying trip.

Key learnings:• Planning a buying trip• Understanding a buying trip• Report and evaluating on a buying trip





Develop a Merchandise Promotional PlanTo survive, Australian retailers need to adopt a strategic approach to their marketing that considers both business viability today and sustainability into the future. This workshop will address the critical elements of a well-thought merchandise promotional that is aligned to marketing and organisational objectives. Make informed business decisions by evaluating promotional activity against performance indicators and ensuring promotional activity is effective or make improvements for future promotions.

Key learnings:• Determine promotional requirements• Develop a promotional plan• Monitor and review merchandise promotional activity





PRODUcTPRODUcT

australia-wide network of retail experts means the ara retail Institute can deliver training anywhere.

Plan Product DevelopmentInnovation and planning are key when undergoing the product development phase of the buying lifecycle. The ability to generate product ideas suitable for a defined marketing place and finally preparing a design brief for production.

Key learnings:• Researching product development opportunities• Develop product concepts• Plan product development• Review product performance





Manage Merchandise Quality & ComplianceManaging merchandise quality and compliance becomes the final critical step in the buying lifecycle and product managers require the ability to review quality and compliance standards, ensuring products meet requirements and take action to address quality and compliance issues that may arise. A top quality product that hits the retail floor will ensure customer satisfaction and contribute to continual retail sales.

Key learnings:• Establish organisational merchandise quality and compliance

standards• Assess merchandise quality and compliance• Source and evaluate merchandise quality





PRODUcT PRODUcT

Develop e-Commerce strategyAnalyse and evaluate ecommerce trends to develop an effective ecommerce strategy for the online sale of products or services. Develop digital content across digital platforms and implement a risk-free ecommerce operation.

Key learnings:• Determine ecommerce requirements• Develop an ecommerce strategy• Planning content strategy across digital platforms• Implementation of suitable payment solutions for integration

into ecommerce operations• Identify potential risks, issues and document contingency plans• Evaluate performance against targets


level Entry


target Audience Business owners, Buyers, Planners, Marketing

PRODUcT

Foundations of Retail BuyingLearn how global leaders manage the sourcing and execution of product and set strict financial controls to ensure there is a return on the purchases in your own business. All entry level buyers, planners and allocators require the foundational skills in planning and managing product and merchandise buying within a retail operation. The workshop covers key practical tips and strategies to ensure that your business is keeping up with the latest financial trends to maximise the bottom line.

Key learnings:• Retail market shifts and trends• Effective buying and planning structures• Merchandise management and buying lifecycles• Retail calculations• Assortment and range planning• Linking effective buying and planning with in-store execution




PRODUcT

DIGITAL

Financial Fundamentals & Product PerformanceLearn to create logical systems for financial control through structured reporting to inform decision making. This highly practical workshop builds confidence and demystifies the interpretation of financial data – sales, profit and cash flow.

Key learnings:• Foundations of sound retail financials• Understanding the implications of product decisions on profit• Keeping control with effective and simple reporting tools• Managing your bottom line and controlling markdown and

shrinkage

level Entry



Manage Operations to Budgetcomprehensive financial skills are core to being an effective retail manager. This workshop will provide you with sound financial knowledge and ability to interpret financial information in a such a way as to promote business profitability and sustainability.

Key learnings:• Financial control for your retail business• cost control and expenditure • Present, report and negotiate business budgets• Monitor and report on budgets



target Audience Business owners, Managers, Sales teams

FInAncE

FInAncE

steer Your success: Retail leadershipInvestigate the right skills, knowledge and focus you will need to develop strong teams with a supportive and productive culture to deliver results. The discussion focus is on people as a driver of productivity and the methods used to build clear goals, expectations and a culture that supports top performance.

Key learnings:• Leadership and team culture• Driving productivity and team confidence• Maintaining clear goals and expectations• Managing performance to get results

level Advanced


target Audience Business owners, Directors, Sales Managers

transformation with Financial KPi’sThis workshop will venture beyond typical business-finance related topics. The immediate access to digital platforms to source critical data to influence buying and inventory decisions.

Key learnings:• Key practical tips and strategies to ensure that your business

is keeping up with the latest financial trends to maximise the bottom line.

• Market shifts, trends and experimentation• Benchmarking• KPI’s• Planning & Analysis

level Entry



PEOPLE

FInAncE

Public Workshops in Melbourne, sydney and Brisbane. Visit www.retailinstitute.org.au for more information.

PRODUcT DIGITAL

Recommended number of participants in the group.

We deliver in all states in australia. In fact, we’ve delivered in new Zealand, bahrain, Indonesia, India, nigeria to name a few. 9 Retail topic areas delivered

by real retail experts.15

tune Your team: Retail HR for ManagersInvestigate the skills that all Retail Managers need to bring out the best in their team from the early stages of recruitment through to managing the challenges of difficult conversations and conflict. Learn the stages of people development and performance optimisation in the employment relations cycle.

Key learnings:• Recruiting right and retaining great talent• Performance management and people development• Lead by listening• Effective teams through open communication• Having difficult conversations and managing conflict




lead & Develop staffThis high level workshop will step you through the application of a clearly thought out leadership style to build your organisation’s talent plan with a strong team culture and then set clear goals for performance appropriate to organisational objectives. Learn how to use effective communication to lead the team to motivate, empower and develop your staff.

Key learnings:• Building the organisation’s talent plan• Leadership style appropriate to organisational objectives• Leading the team with effective communication• Managing performance, motivation, empowerment and

development



target Audience Business owners, Directors, Head Office

PEOPLE PEOPLE

Performance ManagementThis workshop investigates the steps to manage team performance to achieve greater performance. A leader needs to seek to understand the dynamics of their team and use strategies to deal with team dysfunctions. Get skills in performance planning, performance monitoring and managing poor performance in the team including knowing when it becomes appropriate for termination.

Key learnings:• Managing your team cohesion for greater performance including

strategies to deal with team dysfunctions• Performance planning using goal setting, roles and risk analysis• Assessing performance and providing feedback• Managing poor performance• Knowing the right moment for termination




PEOPLE

Image (above): Product buying workshop

lead with Communicationnot all managers are leaders and not all leaders are managers, but in a retail store manager role you need to be both. You need to recruit, develop and guide your teams to work effectively together on store operational tasks, while sharing a compelling vision of the business direction. The best leaders can built robust relationships while having effective challenging converations.

Key learnings:• Mastering communication for diverse audences• Leverage differences• How to have challenging conversations• conflict resolution




PEOPLE

Coaching for Fantastic OutcomesOne of the key skills of a highly effective retail leader is their ability to guide and support their teams to the achievement of business goals. Workplace coaching attempts to support staff in effectively contributing to their teams and meeting personal objectives of growth and skill development in the process. The workshop provides a coaching model for sales success.

Key learnings:• Why a coaching model is essential to support your business• Using coaching to challenge and refocus team members• Getting people to own actions and move forward• How to have winning one-on-ones• Sales coaching




loss PreventionIt has become imperative for retailers to implement policies and practices to minimise the differing causes of financial theft and stock loss. Good store security should always be an integral part of business operations. Slim profit margins leave little room to absorb shrinkage and highly desirable products make certain retailers targets for both organised and opportunistic theft. Developing a store specific approach to security is the best way to effectively minimise the risks inherent in operating bricks and mortar stores.

Key learnings:• Store security fundamentals• Develop store security procedures to minimise stock loss• Procedures for theft and robbery• Store safety during daily operations within the store




target Audience Business owners, Managers, Sales Staff

PEOPLE OPERATIOnS

Optimising for Christmas tradeOptimising christmas trade depends on how well a planned and executed strategy cuts through the noise of competition and quickly delivers a message with a point of difference. Increasingly time poor and distracted consumers seek inspiration and ease of shopping, so building a plan to deliver this is critical.This workshop sets up the framework for defining a product and promotional story to gain exposure through important channels as well as delivering a strong profit result. The aim of the workshop is to provide intelligence and practical tools to support the planning for optimal christmas trade in every channel.

Key learnings:• Defining the visual story and point of difference that will drive

social activity and profitable sales• Aligning the product range to the plan for optimum profits and

customer satisfaction• Managing the demands of a peak trading period to overcome

financial and team challenges• Reviewing the interim results and adjusting quickly to remain

agile and competitive



target Audience Business owners, Managers, Sales Staff

Develop a Departmental strategyRetail environments are typically dynamic, demanding and competitive. Staying ahead and delivering the company’s objectives is dependent on the formulation of an effective strategy. Whether at the highest executive levels, or the operational context of a department, formulating strategy is a key component of business.

Key learnings:• conduct a review of your current situation• Implement a SWOT analysis• create a preview using strategic alignment, initiatives and KPI’s


Duration & Cost Half Day (3h) $2,500 + GST


SALES & SERVIcESTRATEGY

MERcHAnDISInG PRODUcT MARKETInG

For more information, please contact us at:

[email protected] 8660 3341

www.retailinstitute.org.au

ARA Retail insitutea division of the australian retailers association (ara)

1300 368 041 [email protected]

melbourne Level 1, 112 Wellington Parade, East melbourne VIC 3002Sydney Suite 104, 40-48 atchison Street, St Leonards nSW 2065brisbane unit 8, 23 Discovery Drive, north Lakes QLD 4509

retail skills workshop - retailinstitute.org.au · merchandise a retail store to showcase the...

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