In order to answer the question of whether retail is the best career choice, you first need to know exactly what it is.


According to the financial dictionary, the short version definition of retail marketing is directly selling products and/or services to the consumer. That makes the retailer the direct contact between the product maker or service provider and its end user, the buyer.


Historical Importance

It is worth noting that the art of retail has been around since the first exchange of some kind of currency for either a product or service. Even the early barter system featured the two essentials of retail: a seller and a buyer.


Colonial Williamsburg shops present a snapshot of the early American system of enterprise that would become the financial backbone of capitalism and vault America into wealthiest nation status. Becoming a retailer makes you a part of this grand, historic and crucial part of what made the U.S. what it is today.


Retailer Functions

The retailer is the vital link to the process of production to customer purchase. He is essentially the face of the product or service purchase, but the sale is just the final step of the retailer’s process.


Depending upon the type of retail establishment, retailer functions may vary. Generally however, they involve the process of getting the product or service to the customer.


The retail process starts when the store receives the goods shipped to the retail location. While this usually does not mean actually unloading the product from the truck, the retailer, or his manager, must check and count the product and confirm the order to make sure it is correct.


The next part of the process is to price the product per merchandiser and retailer agreement. The retailer then separates the order into storage inventory or store display and sales floor stock.


The final step of the product preparation is creating an attractive store display that will attract the customer and generate a purchase. Displays reflect the retailer’s creative, visual talents that all retailers must use.


A retailer who is very good at display is extremely valuable to retail locations. Displays can dramatically increase a store’s revenue since a display can provoke impulse buying.


An impulse buy is a purchase other than the original, intended purchase planned prior to coming into the store. How many times have you gone to buy one or two items and come away with more than you originally intended to purchase? That is the effect attractive and strategic display creates.


Finally, the retailer must be available on the sales floor to answer questions the customer may have about the displayed product. This is also an additional sales opportunity for the retailer and a chance to show their value to the store.


Knowledgeable, courteous, professional customer interaction is the critical link that can seal the sale, and, you, the retailer, get to be that link. To get to be that link, use a reputable retail executive search firm.


Give yourself the absolute best chance of landing a great retail marketing opportunity. Doing so can seriously curtail your job search frustration and give you the best consideration for the top retail jobs.


Advantages of Retail Marketing

The most important advantage of sales floor retail marketing is the opportunity to interact with the customer. Consequently, the retailer must be very good at, and really enjoy meeting and helping customers.


The most successful retailers first take the time to get to know the walk-in customer. Establishing an interpersonal connection puts the customer more at ease with the sales person.


Customers who are more comfortable usually enjoy the shopping experience much more, and they are more apt to return. If you impress them with your enthusiasm and helpfulness, they will be more likely to ask for you personally. That is the key for success on the sales floor.


Customer Loyalty

Customers who establish a friendly interaction with floor sales staff are usually loyal customers. They not only enjoy shopping, but they enjoy spending their money with you. Loyal customers are repeat customers, and repeat customers are the lifeblood of retail sales.