2. Topics
• HRM in Retail i.e. Issues & Concerns
• Creating organizational Structures for a retail firm
• Retail organization structures in
• Single
• Departmental
• Independent Stores
• Retail organization Design Issues
3. HRM in Retail
“In today’s Era it is difficult to gain an edge through
unique product offerings, since today’s customers
has easy access to a wide selection of goods.”
Retailers are striving to create a superior store
experience for consumers – To increase sales &
Customer Loyalty
Two Major Retail Variable Assets are:
Inventory
Labour
4. Labour
• Retailer’s single largest controllable
expense
• Workforce is Retailer’s Face to the
customers
• Through Employees Brand’s Deliver:
• Customer Service & Experience
• Revenue
• Brand Differentiation
5. Organization Structures
• Defines the Hierarchy Levels, the reporting
relationships and the decision makers
• Is the starting point for managing a
business
• Helps understanding various task to be
performed and helps in understanding the
roles to be played by people within the
organization.
11. Organization Structure In Retail
• Factors Influencing the creation of Organizational
Structures:
– Scope & Scale of Operation, Viz. Local,
Regional, National or International
– Types of Products Sold
– Types of Departmentalization: Functional,
Product Wise or Geographic
12. Organization Structure for
Small/Single/Independent Retailers
Owner/Manager
Responsibilities
Buying, Promotion, Sales, HR, Operational
Control & General Management
Back Office Staff
External Advisors Responsibilities Sales Staff
Accounting & Record keeping, Responsibilities
Lawyers, CA, Data Entry, Inventory Control, Customer Service, Selling,
Bankers, etc Purchase Orders, Time Keeping Stock Control, Display &
& Payroll, Facilities Management Housekeeping
14. Mazur Plan
• In 1927, Paul Mazur recommended a functional
organizational Structure.
• As per Mazur organizational Structure should be built
around 4 functions:
– Control
– Publicity
– Operations
– Merchandising
Various Additions to it as per today’s World are:
- Supply Chain Management
- Logistics
- HRM
17. HRM In Retail
• Hiring persons with Right Attitude is
important in all organizations
The HR Function in Retail Involves:
1. Identifying Various roles in organizations
2. Recruiting people with the right attitude to fit
the jobs.
3. Training
4. Motivating Employees
5. Evaluating employee performance
18. Identifying Various roles in
organizations
• Helps in determining the No. of people
involved for various jobs, the skill sets and
educational background needed, location
• Key Tasks in retail organization Involve
Buying and Merchandising
Store Management & Operations
Technology Support
19. Training
• Need of Training arises at following
Times:
– Induction
– Sales Staff in direct contact with customers
– Communication Knowledge
– Product Knowledge
– Company Policies on Return
– Knowledge of the workplace
– Market Awareness
– Personal Grooming
– Skill enhancements
20. Motivating Employees
• Key Factors that help in Motivating People
are:
– The Organizational Culture
– The Rewards & Recognition
– The Monetary Benefits
– Prospects of Growth and Job Enrichment
22. Retail Organization Design
Issues
1. The Degree to which decision making
is centralized or decentralized.
2. Approaches used to co-ordinate
merchandise and Store Management.
23. Centralization Versus
Decentralization
Centralization is when authority for retailing
decisions is delegated to corporate
managers rather than to geographically
dispersed regional, district, and Store
Managers.
Decentralization is when authority for retail
decisions is assigned to lower levels in the
organization.
24. Advantages of Centralization
1. Reduction in Costs
- Overheads Fall as fewer managers are required to make
the Merchandise , HR, Marketing and Financial Decisions.
- The no. of buyers reduce, Reduction of personnel in
administrative functions such as marketing and Human
Resource.
2. Coordinating buying achieves lower prices
from suppliers.
- As large Quantities can be ordered together
• Provides an opportunity to have best people
make decisions for the entire corporation.
25. Advantages of Centralization
4. Centralization increases efficiency
- Standard operating policies are used for
store and personnel management; these policies
limit the decisions made by store managers.
For e.g.: Corporate merchandisers do considerable
research to determine the best method of presenting
merchandise.
26. Disadvantages of Centralization
1. Makes it more difficult for a retailer to adapt
to local market conditions.
2. Cannot Tailor merchandise to local needs
3. Cannot respond to local competition and
labor markets.
4. Pricing is centrally established, individual
stores may not be able to respond quickly to
competition in their markets.
5. Centralized personnel policies can make it
hard for local managers to pay competitive
wages in their area to hire appropriate
salespeople.
