Retail trade VOŠ – 2. ročník – 2. semestr ©Lenka Lexová

Retail trade - definition Retailing represents the sale of goods, products, merchandise or services for personal or household consumption it is selling of goods in small quantity to final consumers in comparison to wholesale trade

Retail trade - agents A retailer buys goods or products in large quantities from manufacturers or importers A retailer buys goods directly or through a wholesaler, and then sells individual items or small quantities to the general public or end user customers, usually in a shop or store

Retail trade places Shop/store Supermarket/hypermarket Chain store/franchise Home selling/door to door sales Mail order club On-line/telephone selling Market Name an example of each selling place and include their pros and contras, talk about typical products you can buy there.

A retailer provides valuable functions to: The manufacturer he sells his goods and keeps him informed about the consumers tastes The wholesaler he enables him to make accurate decisions about future needs, informs about market trends The consumer provision and displays of goods, information, advice, packing, free delivery, credit, after-sales services

Imagine the following situation: You bought a new TV set at an online shop, after delivery, you realised that the remote control is missing in the box and the TV is scratched. Write a letter of complaint, the company Electronics online, Ltd is based in New York, 36 Lincoln Street, NY24HJ56 Call the customer care department of the firm and act out a dialogue Student A - complain about your problem Student B – receive the call and try to suggest a solution

Act out a dialogue Complaining about a product you bought: Jeans – they shrank after washing Shoes – they changed colour after getting wet Washing machine – it does not work, but is in guarantee Table – when you wanted to assemble it, some screws were missing, the upper plate was of different colour Student A – the caller, explain the situation and complain about the product Student B – the shop assistant, suggest some solution (new product, money compensation, discount, repair)

Listening Shopping for the day At a shoe shop What characteristics make a good seller, choose three of them which are the most important for you and explain why: Really listens to the customer Smiles all the time/is friendly Knows a lot about the product Has a smart look/is presentable You feel you can trust him Gives customer time to think Is good at making the customer believe in the product Makes small talk/is chatty Together with your partner make a list of adjectives to describe a bad seller.

Resources English in Economics, Miroslav Kaftan, Libuše Horáková:, Karolinum 2004 Market Leader, D. Cotton, D. Falvey, S. Kent, Pearson Longman, 2007 The business, K. Richardson, M. Kavanagh, J. Sydes, P. Emmerson, Oxford:Macmillan, 2008 Economy in English, M. Kalina a kolektiv:, VŠE Praha 1998 http://www.esl-lab.com/ www.wikipedia.org