Business English for Retailers

In this issue:

В этом выпуске остановимся на терминологии, которая Вам потребуется при обсуждении вопросов, связанных с розничной торговлей. Многие зарубежные поставщики гораздо охотнее работают с компаниями, персонал которых свободно владеет английским языком. Так что это Ваш шанс блеснуть своими знаниями делового английского.

Terminology used in retailing

Retail is one of the fastest growing, most dynamic parts of the world economy. Retailing functions are performed by many types of retail institutions such as supermarkets, department stores, specialty shops, mail-order companies, door-to-door marketers, discount stores, and numerous retail service outlets. There are also other forms of non-store direct retailing such as vending machines, on-line shopping, and catalogs.

Different forms of retail trade:

· direct retailing: door-to-door/personal selling, mobile shops, market traders,
· single outlet retailing: (outlet, point of sale, shop, store, independent shops, convenience/corner shops, specialty shops),
· retail chains: often in shopping centers/malls - multiples, chain stores, department stores, supermarkets, hypermarkets
· mail order selling: by mail (catalogue); also telephone order
· e-trading: on the Internet
· vending machines: sell many types of small-sized, low-cost goods

Five main functions of retailers:

· providing an outlet for producer's goods

· holding stocks which consumers can buy locally in small quantities

· providing choice of various products offered by different producers

· serving as a source of information and advice on quality and suitability of products

· providing feedback of consumers' responses to wholesalers and producers

Channels of distribution:

· full chain of distribution: producer - wholesaler - retailer - consumer

· bypassing the wholesaler - direct selling- when a retailer is a part of a large multiple chain and can afford to buy in bulk: producer - retailer - consumer

· bypassing both the wholesaler and the retailer; examples: products made to specific requirements; mail-order firms selling direct by catalogues, agents, advertisements; very large, expensive items such as machinery for industry - producer - consumer

Customers: end-users, consumers, regular customer, ultimate customer

Types of goods: perishable, white, brown, disposable, durable/hard, non-durable, convenience goods, fast-moving consumer goods (FMCG), industrial, branded, cut-price, discounted, end-of line, own label, surplus goods, range of goods, niche product, loss leader

Learn the Ropes

The operative words in retail are things like sales per square foot, shelf space, cross-promotions, merchandising, etc.

Retailing: Facts & Trends

Sales volume from retailing exceeds $2 trillion dollars and sales have increased in each of the past 22 years.

One of the big trends lately has been globalization of retailing. Players like Wal-Mart have been expanding across borders.

One of the most remarkable trends in recent years has been the increasing market share of the discount retailers such as Target, Wal-Mart and Kmart. Due to the introduction of higher end goods in the discounters, it's become chic to shop there. For example, over the last ten years the market share of discounters has risen from 43% to 63% while department store sales have dropped from 25% to 15%.

Discounters are branching out. They are becoming increasingly broad in their product offerings. K-Mart, for example, has been looking to partner with a grocery store chain so it can offer a full range of products to shoppers. One-stop is a dominant idea of our time.

Job Options

Careers in retail are people-oriented, fast-paced and exciting. Retailing is worth taking a good look at, particularly if you are looking for a service-oriented, entrepreneurial profession. The options are many including store management, buying, merchandising and central management. There's also the booming area of e-tailing (online retailing).

Store Manager

The store manager is responsible for the management and operation of an individual store. Store managers must understand human resource issues, logistics, accounting, merchandising, and computer technology. This means a retail management candidate should acquire a strong background in a variety of business disciplines.

Department Manager

Department stores contain several small departments such as clothing, accessories, home appliances, etc. Each of these departments is led by department managers who act as store managers on a department level. Department manager is a step to becoming a store manager or going into corporate management.

Sales

Every retail store depends on a sales force to sell its merchandise. Retail sales personnel must provide a high level of service and expertise.

Regional Manager

The regional manager manages groups of stores across several regions, is responsible for reporting performance to headquarters, making key personnel decisions and for monitoring store performance with periodic visits and problem-solving trips.

Some other words and expressions you need to know:

bargain bin/counter, shopping trolleys, logo, display, price promotion, at a discount, bill, price tag, receipt, pilferage, shoplifting, impulse buying, supply, demand, in/out of stock, profit/operating margins, overheads, guarantee, warranty, to stock, promote, go into business, go bust, go under, push an offer, be pushy

Compound nouns used in retailing:  

mass market, distribution system, special offer, leading name, stock turnover, stock management, stock control, bar code, purchasing power, service sector, brand name, household name, sales figures, duty-free, customer service, sales pitch, shelf life

Prepositions used:

at the front/back/top/bottom, in the middle, on the left/right, above, over, next to, close to, between, among, in front of, behind, below, under, inside, outside

Do or Make?

do: business, damage, a job, nothing, typing, research, an exam, one's best, someone a favour, good, the housework

make: an appointment, a business trip, a complaint, money, a loss, progress, a mistake, impression, suggestion, plans, difficulties, profit/loss, enquiries, a mess, sense, a speech, a noise, a phone call, an offer, an apology, arrangements, a decision

Watch relevant videos to practice your English for retailers vocabulary at http://eng4business.livejournal.com/

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That's all for today. Good Luck!