Retail retail. See what "Retail" is in other dictionaries. Why is it needed

Carried out through retail stores. There are a huge variety of them, both in size, from small neighborhood stores to huge hypermarkets with an area of ​​thousands of square meters. A very significant percentage of the inhabitants of our country work in stores and the fate of many citizens depends on the success of retail trade. All this is called retail, which will be discussed in this article.

What is retail

Retail (translated from English as retail) is a way of selling goods to the end consumer through offline stores. Retail is often referred to as retail, retail, retail. Retail is shops and other stationary points where any client can come and buy goods at the price indicated not by him.

What is a retailer

A retailer is a retail company - shops, supermarkets, hypermarkets, street vendors, markets and many others. Retailers can operate in different segments, here are the main ones:

• - fast-moving consumer goods
• BiKT segment - stands for household and computer equipment
• - Do it yourself is translated as do it yourself. These are home and garden goods stores.
• Electronics are stores of modern electronics: PCs, cell phones, tablets and accessories. This segment is often called cellular retail.
• Furniture
• Sport
• Cosmetics
• Pharmacies are now gaining popularity
• Car dealerships

There are many more segments, but the overwhelming majority of stores, as well as the most, belong to the above. Apart from large retailers, everyone often encounters small retailers. One of the most ancient types of retail is street retail, that is, street trading. Until now, old women gather near traffic places and sell various goods, this is also an example of retail.

Network retail

Chain retail is a group of stores, usually united under one brand, carrying out the same product policy, as well as having a common infrastructure: warehouses, suppliers, logistics and partners. Such stores can be combined under one owner, often franchising is used.

Retail franchising

In chain retail, franchising is very common, that is, as a business owner (franchisee), you use resources and work under the patronage of your partner (franchisor). The franchisor provides you ready business processes, brand, equipment, access to CRM and much more. To which, in turn, the franchisee gives a part of the profit. All you need to become a franchisee is to buy a so-called franchise.

Chain retail - a network of single-format (less often multi-format) stores united by one owner, unified system logistics, procurement, unified commodity policy. All this makes it possible to further reduce costs, which means that we offer the buyer prices for products that are much lower than in non-chain retail outlets. Low price and constant availability of the main assortment, availability retail outlets, network retail attracts a large number of consumers and makes a large profit from turnovers.

Chain retail classification

As we wrote earlier, retailers differ in the goods that are sold in stores. In addition, this retail chain can be divided by store size. The location, traffic and the average check of the outlet depend on the area.

• Hypermarket- retail outlets ranging from 4 to 20 thousand sq. meters selling food and non-food products in a self-service format. The largest hypermarket in Europe covers an area of ​​67 thousand square meters. meters located in Ireland, in Malaysia there is a hypermarket with an area of ​​112 thousand square meters. meters. The range of hypermarkets exceeds 30,000 items. Hypermarkets are often located near residential areas, less often outside the city near busy highways. The average check of a hypermarket is on average 4000r, while it can reach 10000r.
• Supermarket- self-service shops with an area of ​​0.4 to 4 thousand sq. meters. The assortment of goods of such stores usually amounts to about 8000 items, although there are exceptions up to 22000 items. The supermarket can be sold with a universal range of groceries or non-food items. Supermarkets are located close to residential areas, often right in them. The average bill is about 2000 rubles.
• Convenience store(walking distance or a store around the corner) - shops of a small area, usually aimed at selling food and essential goods. Convenience stores are located within residential areas and in the city center. Most of the clients are residents of nearby houses. in such stores less than 1000 rubles.

In Russia, store areas are regulated by GOSTs. In addition to their size, chain retail stores differ in their pricing policy.

1. Discounter- shops focused on low cost. The low price is achieved by reducing the cost of rent, equipment, personnel. In discounters, there is no wide product line, and there are no products of the high price segment at all. The product line of the middle price segment is very shipy.
2. Mass market- shops designed for a client with an average income level. The product line is the widest, the emphasis is on the price-quality ratio. Unlike discounters, mass markets are well decorated and have a good level of service.
3. Premium Boutiques- shops selling premium goods. The bet is placed on a client with a high level of income. Such shops have a rich design and an individual approach to each client. It often happens that the entrance to such stores is carried out using club cards (although a similar approach is found in other stores as well).
4. Fixed price store- in such stores the price for all goods is the same. Relatively new format stores in the Russian market is quite rare.

In addition to the division by area and by pricing policy, there is a division of chain stores by specialization: department stores and professional stores. The first is a range of products for general consumers and household use. IN professional stores the product is presented as a rule not for household use.

Main KPIs of retailers

To evaluate the performance of retailers adopted, which allow you to compare different stores.

Search Lectures

Retail Is a commodity exchange process aimed at satisfying the needs of people through the free sale of goods and services that are valuable to them.

Retail trade solves the following tasks:

Acquires goods from a wholesaler and offers them for sale to anyone who wishes (store trade) unchanged or after processing (processing) usual for retail trade;

Forms an assortment of goods and a list of services to meet the needs of buyers;

Demonstrates samples at open trade stands in order to receive orders for goods (point for receiving orders);

Organizes trade with home delivery. Retail with home delivery usually offers its goods outside the location of its warehouses or operates without them at all;

Organizes a peddling trade when a retailer walks his wares from house to house;

Organizes street trading - the merchant shortens the way for the hostess to shop. IN certain time he appears in a residential area to sell vegetables, fruits, eggs, drinks, pickles, etc. to residents;

Carries out petty trade - merchants offer their goods on counters, which are installed in squares and streets with busy traffic or in places where special events are held.

Functions that retail must perform to ensure successful implementation goods to end consumers, are determined by its essence and are:

In the study of the demand for goods and their market supply, maintaining a balance between supply and demand;

In the formation of the trade assortment, meeting the needs of the population in goods;

In the organization of commodity circulation, bringing goods to buyers by organizing their spatial movement and delivery to the points of sale;

In the impact on production in order to expand the range and increase the volume of goods;

In the formation of commodity stocks and maintaining them at the required level;

in the implementation of trade and technological operations with goods - such as storage, production revision (packing, packaging, etc.); in-store relocation, placement and display in the sales area, improvement of trade technology and improvement of customer service;

In the formation of demand and sales promotion for the goods sold;

In choosing the most effective methods sales of goods (offering goods and assisting buyers in their choice, performing settlement transactions);

In providing buyers with a range of services that facilitate the process of not only buying, but also using the goods (accepting pre-orders, selling individual goods on credit, delivering purchased goods to the buyer, assembling and installing purchased goods on scrap from the buyer, teaching the buyer the rules for operating technically complex goods, gift wrapping of purchased goods, etc.);

In meeting the needs of the population in goods;

In bringing goods to the end customers by organizing their spatial movement and delivery to places of direct sale;

Maintaining a balance between supply and demand;

In the impact on production in order to expand the range and increase the volume of goods produced;

Improving trade technology and improving customer service.

10. Classification of retail outlets into types and types.

Retail trade enterprises are a network of structural entities of all forms of ownership that sells goods and provides services to end customers (consumers) in this regard.

By organizational and legal forms and types entrepreneurial activity commercial enterprises are subdivided into:

business partnerships in the form:

Full partnership,

Partnerships in faith

business companies (50%) in the form of:

With limited liability,

With additional responsibility,

Joint Stock Companies (15%);

Unitary enterprises (less than 10%);

Consumer cooperatives;

Individual entrepreneurship (~ 20%).

By types (formats):

Store;

Department store "Detsky Mir";

Supermarket (supermarket);

Hypermarket;

Deli;

Mini-markst (products);

Store-warehouse;

Convenience store;

Specialized and highly specialized stores;

Commission shop;

House of Commerce;

Manufactured goods;

Company store;

Outlet store;

Shop-salon;

Boutique type shop;

Second hand shop;

Cash and Carry store,

Discount store.

11. Procurement work: concept, purpose, content, main elements, their characteristics

procurement work: entrepreneurs use their own funds to buy goods, which are then converted into cash with some increment (profit).

The purchase of goods is the acquisition (purchase) of goods for further targeted use.

The main task of the procurement work- profitable purchase of goods in order to meet consumer demand. Procurement is one of the most important functions of trade enterprises. Properly organized bulk purchases reduce the likelihood of commercial risk associated with a lack of sale of goods.

The procurement process includes:

Purchasing consumer goods;

Organization of the movement of purchased goods;

Organization of a change of owner and location;

Collection, analysis and transmission of information to various departments of a trading enterprise (accounting, sales department, transport department).

12. Sources of goods and suppliers, their classification and characteristics

The sources of goods receipt for the enterprise are:

- industrial and agricultural enterprises, local industry, individual production;

- wholesale and intermediary structures;

- wholesale and wholesale and retail warehouses;

- supplies from foreign firms and companies.

13. Registration of contractual relations, types of contracts in trade, their characteristics

Contracts concluded in writing, can be contracts in simple writing and contracts in notarial writing. Usually one document is drawn up in simple written form (as a rule - in two original copies), it is signed by the parties. Each party is left with one copy (each copy of the contract has the same legal force). Sometimes the exchange of signed documents is carried out using special mail or financially responsible couriers. Copies of such documents (for verification or provision to third parties) can be sent by e-mail, fax or other communication, but exactly so that the recipient can reliably establish that the copy of the agreement comes from the partner party, and not a competitor or attacker.

ZAO Tander was founded in 1994 in Krasnodar. The business began with the wholesale of a small range of perfumes, cosmetics and household chemicals... Gradually, the company promoted the product through its retail network.

Criteria for retail trade for the purpose of applying UTII

By 1996, there were about 30 retail outlets in Krasnodar and Krasnodar Territory... At the same time, the company was in the process of becoming a distributor of the world's leading manufacturers in this product group. In 1996, the company's stores began selling food products.

The main task of ZAO Tander's activities is to coordinate and manage the largest retail chain in Russia in the discounter format - Magnit, which currently has more than 5,000 stores in all regions of the country. The purpose of the creation of the Company is to make a profit. The target audience“Convenience store” - buyers with an average income level, which enables the “Magnit” chain to penetrate into small towns and settlements.

The chain of stores "Magnit" is:

Market leader in terms of the number of retail facilities and their coverage area in Russia - 64

branch, 1

representation, more 5006

convenience stores and 93

hypermarket and 210

cosmetics stores in more than 1389

cities and settlements... Currently, several dozen stores are opening a month;

More 140000

employees who, through their work, provide customers with the opportunity to purchase high-quality everyday goods at affordable prices;

· Latest methods and technologies in the field of commodity circulation, sales, finance and personnel policy, which make it possible to effectively manage the company and reduce the price of goods for the end consumer;

· A network of distribution centers throughout the European part of Russia, receiving goods from large suppliers and preparing them for shipment to stores;

· An enterprise that has a large car park and carries out intercity transportation of goods throughout the European part of Russia;

· Near 640

names of goods under a private label.

At present, the following companies are included in the Tander CJSC company: Celta LLC, which provides transport services companies; LLC Best-Torg, LLC Tander-Magnit and LLC Tander-Petersburg, which operate in the markets of Moscow, the Moscow region and St. Petersburg, as well as LLC Alcotrading.

At present, in accordance with the Charter, the main activities of Tander CJSC are:

wholesale of food products (meat, meat products, dairy products, edible oils and fats, sugar, confectionery, coffee, tea, cocoa, spices, fish, seafood, baby food, diet food, flour, pasta, cereals, salt and others food);

wholesale trade in non-alcoholic and alcoholic beverages;

wholesale of cleaning products, perfumery and cosmetic products;

retail sale in non-specialized stores with food, beverages and tobacco predominantly;

other retail sale in non-specialized stores;

implementation of all kinds foreign economic activity in the manner prescribed by the current legislation;

coordination of the activities of subsidiaries (in particular, attracting financial resources and provision of funds to subsidiaries);

other types of activities that do not contradict the legislation.

The company JSC "Tander" is known in the market as a serious and reliable partner, distinguished by an excellent organization of work and a focus on long-term cooperation. The MAGNIT supermarket chain is currently the third largest retailer in Russia, and is also the largest national network... It should also be noted that this organization is one of the largest taxpayers in Russian Federation.

Retail- nothing more than any activity aimed at selling goods and services directly to end consumers for their personal, non-commercial use. In the process of commodity movement from manufacturer to consumer, retail trade is the final link that closes the chain of economic ties.

In retail trade, material resources are transferred from the sphere of circulation to the sphere of individual personal consumption.

Retailers are different, but they can all be divided into the following types:

1. Taking into account the specifics of customer service:
   • stationary trade network;
   • mobile trade network - helps to bring the goods closer to the buyer and operational service, it can be delivery or delivery;
   • mail order trade.

1. By type of assortment:
   • specialized stores - the sale of goods of one specific group (sometimes related groups);
   • highly specialized stores - goods that make up one part of a specific product group;
   • a combined store - the sale of goods of several product groups, reflecting a common demand or satisfying the corresponding groups of consumers;
   • department stores - products of many groups in separate sections;
   • mixed shops - sell goods different groups without forming specialized sections.

1. By service level:
   • self-service retail outlet:
     - the minimum number of services provided;
     - attractive prices;
     - trade in basic consumer goods;
     - the possibility of discounts.
   • free-choice retailer:
     - there are sellers to whom you can turn for assistance
     - a limited number of limited services;
     - also attractive prices;
     - consumer goods.
   • limited service retailers:
     - provide the buyer with more high level assistance from the sales staff;
     - trade in pre-selection goods
     - sale of goods on credit;
     - the possibility of accepting the goods back.
   • full service retailers - sellers are ready to assist the buyer at all stages of the purchase:
     - a wide variety of services offered;
     - a liberal approach to the return of goods;
     - the use of several credit schemes;
     - providing free shipping;
     — Maintenance durable goods;
     - availability of restaurants, cafes, children's rooms.

Retail business goods consists of the following stages:

• Study and forecasting of consumer demand for goods sold in stores. Unlike wholesale enterprises, where work is aimed at studying the demand for large territorial entities, the study and forecasting of demand in retail are aimed at determining the assortment structure of demand.

The assortment and intragroup structure of demand is reflected by data on sales and stocks of goods, as well as information on unmet demand.

• Formation of the optimal assortment. It must meet the buying expectations of the target market.
• Advertising and informational activities of retail trade enterprises.
• Choosing the most effective methods retail goods.
• Organization of the provision of related and basic services.
• Creation of the necessary atmosphere.

Effective methods of selling goods when carrying out retail trade:

• Self-service - allows you to speed up sales of goods, increase throughput, increase sales, and achieve greater convenience for customers.

  GOST R 51773-2001 Retail trade. Classification of enterprises

  In self-service stores, the functions of sales floor employees are reduced to displaying goods, monitoring the safety of goods and performing settlement operations.

• Trade through the service counter. The employee's functions include greeting the buyer, identifying his intentions, assisting in the selection of products, and proposing related or new products. In addition, the employee is obliged to perform technological operations related to cutting, measuring, weighing goods and carrying out settlement operations.
• Sale of goods according to samples. The employee's responsibilities include:
  - display of samples in the trading floor
  - acquaintance of buyers with the presented samples;
  - Carrying out a sale and purchase operation with appropriate calculations;
  - handing over to the buyer the goods corresponding to the selected sample;

The advantage of this method is obvious - space saving retail space due to the storage of a wide range of goods in the warehouse.

• Sale by advance orders. It is used for the sale of food products and non-food products of a complex assortment.
• Electronic commerce.

Merchandising

Merchandising- a set of activities carried out in the trading floor, aimed at improving the efficiency of retail trade.

An employee engaged in merchandising (merchandiser) must have the skills of trading, organizing a retail space, and the art of trading.

1. The effectiveness of merchandising has long been confirmed and can be measured in the following indicators:
2. The turnover from 1 m2 of area is 1.5-2 times higher in those stores where merchandising rules are used.
3. By correctly placing product groups in the store, taking into account the behavior of buyers, you can increase sales by another 10%.
4. The correct display of goods raises income by another 15%
5. Techniques for focusing the customer's attention on the product increases the potential income by 25%

Judge for yourself what kind of increase is obtained if the store follows all the rules of merchandising.

Merchandising includes the following areas:

1. Logistics - determination of the optimal stock of products at the immediate point of sale, based on the calculation of the day, week, month.

   The goods should be stored in such a way that it is convenient to take it, deliver it, and lay it out.

2. Exposition - the procedure for displaying goods in stores and promotional materials at the point of sale
3. Atmosphere - design, lighting, musical accompaniment, temperature, odors - everything should be in moderation and harmonious.
4. The human factor is the appropriate behavior of sellers on the trading floor.

Merchandising rules and principles:

• Focal point- the main product should be located at the so-called focal point, in the center, with an offset to the right. If the space is large, it must be divided into sections so that people do not get tired of the monotony.
• Eye movement- the movement of the eyes along the shelf (rack) resembles reading a page with an epigraph, that is, the first glance is the upper right corner and then from top to bottom and from left to right.
• Reverse clock- most of the buyers are moving along trading floor counterclockwise, bypassing it along the outer perimeter, therefore, the main goods should be located in the zone of this movement and arrange the inner racks so that they are clearly visible.
• Golden Triangle."Entrance - the main product - the cash register" is the "golden triangle", on the square of which you can lay out the goods that must be sold quickly. The larger the area of ​​the "golden triangle", the greater the sales volume.
• Compatibility principle... You cannot place in the immediate vicinity goods that are incompatible in terms of image or consumption.
• Outstretched arm- the product must be in order to touch it with your hand.
• Vinaigrette effect- Too many brands or types of packaging usually lead to a loss of visual focus on any product, so it is important to repeat the packaging of the same brand, and not mix everything with everything.
• Artificial gap... When restoring any display, several units of products should be removed, as the buyer tries not to destroy the integrity of the display.
• Locomotive principle- a new or less popular brand is being exhibited in the vicinity of the leading brand. Given that the brand attracts attention, you can significantly increase the sale of goods from another manufacturer.
• Color correction. The correct placement of color accents can increase sales by 20-30%.
• Sound accompaniment... With the help of music, you can easily and harmlessly control the attention of children, and, consequently, their parents.
• Aromatherapy- scents can stimulate a certain mood, use them whenever possible.

I understand that some of our readers may get the feeling that merchandising is the art of "cheating the customer", but it is not.

Merchandising involves conflicting interests of the merchant, buyers and suppliers of goods. For a retailer, it does not matter whose product is sold, but for a buyer and supplier of goods, it is often of fundamental importance how the product will be displayed, which manufacturer the product is sold and at what price. In addition, the supplier and trade organization is interested in selling as much as possible. more product at the maximum price with minimum costs, while the buyer wants to buy cheap, a lot and only high quality. That is, there will always be contradictions in any trade, you just need to use the psychology of the buyer and find a "common language" with the supplier.

To summarize, merchandising is a complex system of relationships between a buyer, a seller and a supplier, oddly enough, and it should not be bypassed if you want to get a successful business.

Good luck in trading, gentlemen!

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Target commercial activities- maximization of economic benefits (income, profit). Achievement of this goal must constantly accompany the entire process of commercial activity with each counterparty on each specific occasion in specific conditions. The guarantee of the implementation of this goal is the content of commercial activity, consisting in studying the process of forming a market for goods and services, justifying the directions and scales of development of their production in accordance with the needs of society and individual consumers, bringing goods to consumers and organizing the consumption process itself, commercial intermediation and the establishment of contractual agreements. connections. Thus, three components of commercial activity can be distinguished: production of products; commerce (trade); commercial mediation.

The processes and operations taking place in the field of commerce are of two types:

- purely commercial (commercial);

- production.

Commercial (trade) processes- these are processes aimed at the implementation of acts of purchase and sale with the aim of making a profit and associated with a change in the forms of value. They also include such trading processes, without which it is impossible to carry out normal sales and purchase operations, i.e.

Retail

organization of commercial relations between sellers and buyers, study of consumer demand for goods, marketing advertising, customer service, including the implementation of some additional services, insurance of goods upon delivery to buyers. Sales and purchases, together with the adjacent trading processes listed above, constitute trade in the broadest sense of the word.

Manufacturing processes in commerce- these are processes that are a continuation of production in the field of commodity circulation (delivery of goods from manufacturers to buyers and consumers, storage, management commodity stocks, packaging, packaging, sorting
and etc.).

It should be noted that commerce takes place not only in the sphere of commodity circulation, since in the conditions of market relations, in addition to goods and services, currency and stock values, products of intellectual labor are sold.

Commercial activity is an integral part of entrepreneurship.

Entrepreneurship- legitimate activities of legal entities and individuals (received from the state a special legal status), which is aimed at systematic receipt profits from the use of property, production and sale
(or from resale) of goods, performance of work, provision of services.

Entrepreneurship means looking for new economic opportunities. Abroad, the analogue of "entrepreneurship" is the term "business".

When considering commercial activity, it is advisable to single out that part of it that interacts with the market, namely: with commodity-money exchange in a competitive market environment and making real profits. From commercial activities an adequate response is required to changes in the market situation, which contributes to a stable position of the enterprise in the market. No less important point customer orientation is also.

A commercial enterprise of any form of ownership exists for consumers and thanks to them. Consequently, all attention and means of commercial activity should be directed towards fulfilling the needs of buyers.

So, commercial activity is an integral condition of the consumer market, the sphere of commercial entrepreneurship, where money is exchanged for goods and services and goods and services for money.

commercial activity Is a set of processes aimed at making the purchase and sale of goods and services, meeting customer demand, developing markets for goods, minimizing distribution costs and making a profit.

When purchasing and supplying goods, the market is studied, economic ties are established with suppliers, commercial operations are carried out aimed at commercial transactions, the conclusion of contracts and commodity-money exchange. A special role belongs to commercial activities related to the implementation of a set of measures to bring goods from the manufacturer to the buyer.

The goals of a commercial activity determine its content:

- establishment of economic ties with market entities;

- study and analysis of sources of purchase of goods;

- coordination of the connection between production and consumption of goods oriented to the demand of buyers;

- implementation of the purchase and sale of goods, taking into account the state and dynamics of the market environment;

- expansion of existing and prospective development of target markets for goods and services;

- reducing the costs of circulation of goods.

Commercial activity can be represented as a system that includes the following subsystems: procurement, storage, distribution of goods with their inherent elements (Fig. 9).

Rice. 9. The system of commercial activities of a trading enterprise
in interaction with the external environment

The boundaries of the subsystems are expressed by the stages of bringing goods to consumers. Subsystems involve business processes and operations that drive quantitative and qualitative changes. Commodity and material flows entering into circulation and then leaving for consumption become objects of sale, i.e. associated with commodity-money exchange. The functions of the system of commercial activity are performed on the basis of goals determined by the originality of the commercial enterprise and environmental factors.

Considering commercial activity as a system, it is necessary to highlight its characteristics in accordance with the theory of systems: INPUT, PROCESS, EXIT. The characteristics of the ENTRANCE include all types of resources required for the functioning of the system of commercial activity (material, financial, technical and labor, as well as economic, organizational and informational); to the characteristic PROCESS - the technology of doing business when promoting goods to consumers; to the characteristic
EXIT - the sphere of consumption where the goods are sold. Thus, commercial activity is open system interacting with the external environment.

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The concept and essence of retail. Its main tasks and functions

The process of circulation of goods is completed in the retail trade. Retail trade is a set of business activities associated with the sale of goods and services directly to end consumers and intended for personal or family use.

Retail trade - it is a commodity exchange process aimed at satisfying the needs of people through the free sale of goods and services that are of value to them.

Retail means in translation from English. - retailtrade-"Small business", from French retailer-“Cut, split”, from the Russian verb “to discord” - “to separate, to separate a part from the whole, one from the other”. Therefore, in recent times retail trade, i.e. the splitting of batches of goods for individual buyers for personal use, began to be called "retail", ie. retail, retail is just retail.

The definition of "retail trade" is given in part 2 of the Civil Code of the Russian Federation, which states that under a retail sale and purchase agreement, a seller engaged in entrepreneurial activities in the field of retail trade transfers to the buyer goods intended for personal, family, home or other use not related to with entrepreneurial activity, i.e.

Retail trade, concept, goals, objectives, functions

retailers sell goods to end consumers.

Retail trade combines the interests of the seller in generating income and the needs of the buyer in obtaining high quality goods and services.

It is retail trade that orients domestic manufacturers to take into account the needs of society as much as possible. Retail is based on individual choice theory, which is based on the principle of consumer priority. Therefore, retail trade is a social expression of the quality of life of a society.

Manufacturing firms make goods and sell them to wholesalers or retailers.

Wholesalers resell these products to retailers, who resell to end consumers.

It is trade, realizing the produced consumer value, that links production with consumption and maintains a balance between supply and demand. At the same time, it does not matter who and where the goods are sold and through what distribution channels they are brought to the end consumers.

Functions and tasks of retail

The retail trade solves the following tasks:

§ purchases goods from a wholesaler and offers them for sale to anyone who wishes (store trade) unchanged or after processing (processing) usual for retail trade;

§ forms a range of goods and a list of services to meet the needs of buyers;

§ demonstrates samples at open trade stands in order to receive orders for goods (point for receiving orders);

Ministry of Education of the Russian Federation

INSTITUTE OF MODERN ECONOMY

Faculty Economic No. stud. ticket ______

Well 3 Form of classes part-time Group no.

Speciality Enterprise Management Economics

Item Marketing

COURSE WORK

Topic Retail and its functions

Moscow, 2010.

Introduction

In the process of commercialization of the Russian economy, the form of the sale of goods, such as retail trade, is of particular importance.
Retail trade is the final form of the sale of goods to the final consumer in small volumes through stores, pavilions, trays, stalls and other points of the retail network. Commercial sales work in retail outlets, unlike wholesale businesses, has its own characteristics.

About the concept of "retail trade"

Retail trade enterprises sell goods directly to the population, that is, to individuals, using their own specific methods and methods of retail sale, they finally complete the appeal from the manufacturer of the product. Retail trade enterprises in the conditions of a functioning market economy represent an independent link in trade and services.

The development of retail trade requires the creation of special services for the study and forecasting of consumer demand, the formation of an optimal range of goods, the analysis and definition of progressive forms and methods of retail trade at the level of the region, territory, region, district with the strict support of state and municipal authorities in order to control the course of retail trade, the development of new types of products and goods.

The relevance of the chosen topic lies in the important growth in the development of retail trade, since it is retail trade that allows not only to dynamically respond to changes in the market environment, but also to improve the quality of life by timely meeting the needs of each consumer. That is, competition among wholesale operators is growing, for example, in a number of cities we can talk about the physical saturation of the market large shops and shopping centers... New forms of retail are emerging.

Retail trade does not stand still and changes along with the change in human society. Volatility in consumer behavior is the most powerful generator of change in retail. Changes in consumer behavior are as follows.

Retail trade for UTII purposes includes retail trade, defined in accordance with the Civil Code of the Russian Federation (Article 492 of the Civil Code of the Russian Federation), i.e. sale of goods for purposes not related to entrepreneurial activity, regardless of the form of payment (Article 346.27 of the Tax Code of the Russian Federation). Based on this, the wholesale trade for cash will not fall under UTII.

As indicated in the Letter of the Ministry of Finance of Russia dated March 24, 2006 N 03-11-05 / 76, the main criterion for distinguishing retail trade from wholesale trade, is the ultimate purpose of using the goods purchased by the buyer. Retail trade includes entrepreneurial activities related to the sale of goods both for cash and non-cash payments under retail purchase and sale agreements, regardless of which category of buyers (individuals or legal entities) these goods are sold. The defining feature of a retail sales contract for the purpose application of UTII is the purpose for which the taxpayer sells goods to individuals: for personal, family, home or other use not related to entrepreneurial activity, or for the use of these goods for the purpose of conducting entrepreneurial activity.

The UTII will fully include the sale of goods to individuals on credit - previously the question of whether it is possible to apply the taxation system in the form of UTII in a "mixed" form of settlements, when part of the proceeds comes in cash, part - in non-cash form (when the loan is repaid through a bank) was controversial. The Ministry of Finance of the Russian Federation on this issue expressed its position in the letter of the DNTTP of the Ministry of Finance of the Russian Federation of 30.09.2004 N 03-06-05-06 / 12; a similar position is expressed in a letter dated 09/08/2004 N 03-06-05-04 / 17. It lies in the fact that the amount of proceeds received in cash falls under the taxation system in the form of UTII, and the part of the proceeds received by non-cash should be included in income for general regime taxation. Consequently, in this case, when selling goods on credit, the taxpayer had to keep separate accounting records.

After the amendments come into force, the sale of goods on credit with the repayment of the loan through the bank will be subject to the taxation system in the form of UTII in full. This is also stated in the letter of the Ministry of Finance of the Russian Federation of September 15, 2005 N 03-11-02 / 37 - it indicates that from January 1, 2006, the sale of goods to individuals under retail purchase and sale agreements will be classified as retail, regardless of the form of payment , therefore, the sale of goods on credit to individuals will be subject to a single tax.

Transitional provisions

but. Cash payment in 2005, delivery in 2005 - for this delivery, the taxation system in the form of UTII is applied;

b. Payment in cash in 2005, delivery in 2006 - when the organization uses the accrual method in the general regime, income is accounted for under the general tax regime in 2006. When the organization uses the cash method for determining income and expenses in this case, the cost sold goods profit is not included in income for tax purposes (explanations for this case are given in the letter of the Ministry of Finance of the Russian Federation of January 10, 2006 N 03-11-04 / 3/10);

in. Payment in cash in 2006, delivery in 2005 - following the approach set out in the letter of the Ministry of Finance of the Russian Federation of 10.01.2006 N 03-11-04 / 3/10, in this case, for organizations using the accrual method, funds received in payment for goods are not included in income. When the entity applies the cash method, the cash received is recognized as income.

The nature and significance of retail

Types of retail outlets

Relative attention to prices

The nature of the retail space

Shop affiliation

Retailer Marketing Solutions

History retail

Specificity retail

Interesting Facts

Retail- sale of goods to the final purchaser (individual).

Retail — trade goods individually or in small quantities for personal, non-commercial use by the end consumer.

Retail - trade goods and the provision of services to customers for personal, family, home use, not related to business activities. Retail - The final stage distribution channel.

Retail- any activity of selling goods or services directly to end consumers for their personal non-commercial use.

Retail- the scope of entrepreneurial activity for the sale of goods or services on the basis of oral or written contracts of purchase and sale directly to the final contracts for their personal non-commercial use.

The nature and significance of retail

Due to the fact that salesman has no legal right and factual ability to reliably determine the purpose for which customer acquires from him product(for personal non-commercial use or, for example, for sale in spontaneous markets), the specified definition of retail, according to the author, does not fully disclose its economic essence.

Based on the requirements of the current legislation in the field of patenting, retail trade means trade for cash (although cash goods can be purchased by entities economic activity and for subsequent resale). Note that such an understanding is also imperfect, since, according to Instruction No. 389, retail turnover should include, for example, price sold by cashless payments food products in the order of small wholesale by a separate health care institution, social security and education.

So, in the future, retail trade will mean the implementation by a business entity of operations that, according to Instruction No. 389, are included in the retail turnover, for example, the sale of goods on loan with payment by installments in cash, the sale of gift items for the holidays and for New Year's gifts for children with payment by bank transfer.

The largest retail companies are, first of all, a chain of department stores with a mixed assortment and a chain of supermarkets.

Whether selling to one of the public classes or to the mass market, retail merchants internalized the idea that they operate in a rapidly changing environment. Yesterday's retail formulas may not work today and will probably not work tomorrow.

The modern retailer needs to be on the lookout for signs of change and be prepared to reorient their strategy — sooner rather than later. However, the decision to change the strategy is not so easy to follow.

Large retailers are often tied to their own policies, which management sees as “business as usual. common sense". And, besides, he is tied to his own public image, which remains in the mind consumers long after the store itself has already changed.

There are many small "family" shops in retail trade. Small retailers play an important role for several reasons:

New forms of retail often emerge in them, which are later adopted by large stores.

They are more convenient for the purchaser, since they are found almost everywhere.

They are often more adaptable and provide a more personalized service to the purchaser.

They give buyers the opportunity to feel like they are in control.

The purpose of retail is to cater to the diverse needs of customers.

The trader is the link between the producer and the consumer. Its job is to wholesale high-demand items from different locations and suppliers, and then sell them at a profit to themselves.

The experience of countries with developed market economy indicates that over time retail trade falls under a number of large trading companies. Despite the fact that these companies own less than half of all retail outlets, they also account for more than 2/3 of the total retail turnover.

Therefore, in the struggle for buyers, small enterprises retailers have to put in a lot of effort.

The dominant position in the market is occupied, not the seller.

A retailer's performance is ultimately determined by careful consideration of all the details of the retail business.

In the Russian Federation, retail trade is currently the main type of commercial activity for many Russians. In conditions of a shortage of goods, the role of a retailer is extremely simplified.

However, with the saturation of consumer market different kinds goods in the course of economic transformations in Russian Federation the small trader will have to work hard to win his place in the sun.

This can be achieved if you thoroughly study your market and will be able to satisfy the needs of your customers to the maximum extent.

Retail trade is the most important branch of economic activity. The main indicator work trade enterprises is retail turnover. In the sphere of retail trade, the circulation of goods ends and they go into the sphere of personal consumption. Retail trade is the sale of goods directly to the population for personal consumption. Retail trade is subdivided according to the forms of ownership into state, collective, joint, private, mixed.

Unlike wholesale, a product purchased in a retail system is not subject to further resale (in accordance with the current legislation, paragraph 1 of Article 492 Civil Code Of Russia), but is intended for direct use.

The relationship between the seller and the buyer in the retail system is regulated by a special law. In Russia, it's about consumer protection.

Subjects process retailers - seller and buyer. An indispensable attribute of retail trade is the cash register and cash register. Retail trade includes the sale of goods through vending machines.

There is a concept of a retail store format. This is a set of characteristics inherent in any type of store. These characteristics are:

Trading floor area

Number of commodity items

Customer service level

Product placement technology.

There are the following retail formats:

Discounter

Convenience store

Supermarket

Hypermarket

Supermarket

Store

Trade can be a powerful foreign policy tool. To this day, the ability to trade strongly influences the power of the state. If you compare retail as branch economy, for example, with ferrous metallurgy, then the retail trade has undeniable advantages: it does not pollute the environment, does not require raw materials for reproduction.

What is retail? Everyone knows that Sears is company retail. But what about the Lady Avon knocking on the door, a contractor offering home repair services over the phone, a doctor visiting patients, a hotel promoting low-cost weekend getaways? Yes, they are all retailers. We define retail as follows:

Any institution that does this is a retail business. Moreover, it does not matter at all how exactly the goods or services are sold (by personal sale, by mail, by telephone set or through a vending machine) and where exactly they are sold (in a store, on the street, or at the buyer's home).

Retail trade is one of the largest industries activities in the United States. Retail Stores account for approximately 25% of the total number of all commercial enterprises USA and is the third largest source of employment in country with a staff of workers and employees of almost 16 million people. The retail trade includes over 1.5 million single-point and more than 340 thousand multi-point trade establishments, the total turnover of which in 1981 amounted to 1,038,000,000 thousand dollars2

Who are they, the largest retailers countries? In 1981, the top ten largest retailers included corporations Sears Roebuck with a turnover of $ 27.3 billion, Safeway Stories (16.5), K-Mart (16.6), J. K. "(11.8)," Kroger "(11.2)," F. W. Woolworth "(7.2), American Stores (7.1), Lucky Stores (7.2), Federated Department Stores (7.0) and A&P (6.8 billion dollars) 3. Largest retail the organization- this is primarily a chain of department stores with a mixed assortment and a chain of supermarkets.

Whether selling to a social class or to the mass market, over the years retailers have internalized the idea that they operate in a rapidly changing environment. Yesterday's retail formulas may not work today and will probably not work tomorrow. Where did U.T. Grant, one of the country's oldest and largest dry goods store chains, and Food Fair, the eighth largest supermarket chain? They went bankrupt. What happened to the great A&P network? "Previously considered almost a monopoly colossus, the arbiter of the destinies of small competitors and the target of fighters against trusts, now the A&P network has become like a battered toothless lion." What happened to Montgomery Ward, the fourth largest mixed-store department store chain? She is busy looking for a strategy to revive her former glory. Even at corporations Sears is not all right.

Retail trade is a type of entrepreneurial activity in the field of trade associated with the sale of goods directly to the consumer for personal, household, family, home use - this is how modern legislation defines retail trade.

The legal nature of retail trade, as a type of activity, is expressed, first of all, in a contractual nature. So, according to article 492 of the Civil Code of the Russian Federation, under a retail sale and purchase agreement, a seller engaged in entrepreneurial activities selling goods at retail (individually or in small quantities (within a group container), undertakes to transfer to the buyer the goods intended for personal, family, home or other use not related to business activities The buyer in turn is obliged to accept the goods and pay for it at the price declared by the seller.

That is, based on the foregoing, retail trade is actually a relationship that arises between a seller and a buyer in the process of transferring and paying for goods.

Of course, the transfer of goods to the buyer and receiving money for it are the central elements of retail trade as a type of entrepreneurial activity. But, at the same time, they are not the only ones.

Before acquiring the status of a seller, an entity must perform a number of legal actions in order to be recognized as such by state or local government bodies. This is expressed, first of all, in registration legal entity (individual entrepreneur) and in obtaining licenses and permits for this type of entrepreneurial activity. Administrative legislation is already in the forefront here. Through its acts, the state performs the functions of regulation and control.

Thus, the legal nature of retail is determined primarily by the norms of civil and administrative law.

The traditional basis for the classification of types of retail trade in acts of commercial law is the place of the shopping service of the buyer.

On this basis, there are:

• 1. Trade at the location of the trade facility.
• 2. Trade at the location of the buyer.

Let's consider each type in detail. So, trading at the location of the trading facility. For Russia given view trade is traditional.

What is a retail facility? There is no clear wording in the legislation. However, it seems obvious to understand a commercial object as a property complex used by the seller for retail trade. Depending on how permanently the shopping facility is located in a particular place, what exactly it is - a building, structure, premises, vehicle, equipment, etc., distinguish trade through a stationary trading network and trade through a mobile (distribution and distribution) trade network.

The legal framework at the federal level is somewhat different from that of the constituent entities of the Russian Federation in regards to the regulation of trade carried out through a stationary trading network - different definitions, different authorization procedures, etc. But the main problem is the availability of a huge number of options for defining the concept of a stationary and non-stationary shopping facility. We can say that, as there are regulatory documents, there are so many different definitions options.

Trade at the location of a shopping facility can be subdivided into store trade and street trade. The definition of in-store business is that it is the sale of goods to customers in a store. Street, in turn, means the sale of goods in tents, kiosks in specially designated areas and allocated places, as well as with the help of distribution (auto-shop) and distribution (trays, baskets) trade.

Let's consider the second type of retail trade - trade at the location of the buyer.

By laying down the place of trade service as the basis for the classification, we established a link to the place of transfer of goods to the buyer, and not to the place of concluding a retail sale and purchase agreement.

This type is implemented in the following forms:

• 1. Direct sale of goods at the customer's home.
• 2. Television trade.
• 3. Electronic commerce.
• 4. Trade in catalogs, using brochures, brochures, etc.

Let me explain what is meant by direct selling goods at home. An individual, regardless of what he is called in Russia (traveling salesman, sales agent, sales manager, etc.), applies to an apartment, house, office space, etc. with an offer to purchase the goods he has. But at the same time, both the offer to purchase the goods and the direct transfer of the goods occur at the location of the buyer.

Consider TV commerce. You can treat it as you like. But it does exist, and its turnover deserves respect. Unlike foreign television trade, which exists in the form of special trade channels, the domestic one occupies "air niches" on television channels - for example, television stores "Thank you for the purchase", "Shop on the couch", etc. the viewer, through the demonstration of the product and acquaintance with its characteristics, is given the opportunity to order the item he likes by phone, which will be delivered to his home. Currently, we are dominated by TV jewelry trade, cosmetics, exercise equipment, kitchen utensils and, to a certain extent, clothing.

Now about e-commerce. Here we should rather talk about trade carried out through the Internet resources. Currently electronic commerce in Russia is just beginning to develop. In order to purchase a product, the buyer must have a computer, telephone and modem. It is unlikely that we have to talk about a large consumer mass here. But nevertheless, the computerization of the Russian population leads to the emergence of virtual stores. Currently, the sale of books and computer equipment in this form is widespread. The advantage of organizing such a trade lies in the fact that a busy buyer or a buyer who does not want to spend his time looking for the right product is given the opportunity to be somewhat more expensive, but to purchase the desired product without leaving his home or office. In turn, the seller can organize his work in such a way that he does not need large storage areas for storage - just a few units of each item and a staff of couriers. If the goods are running out and orders are coming in, couriers first call in to the supplier for the goods, and then to the buyer. But it should be noted that this is rather typical for small firms and therefore the difference in prices for the same product can be quite significant. At the same time, the buyer always has the opportunity to view prices from different sellers, compare them and make a decision in favor of one or the other.

Finally, the last form is trade in catalogs and with the help of brochures, brochures. Sales tools in this case are printed editions, in which most often photographs are presented, less often drawings and schematic images of the goods offered. Catalogs are directories that contain a list of goods, photographs of samples (often of several colors, colors or models), their description ( specifications, medical indications, test and research data, etc.), unit price, possible discount schemes, etc. The same can be said about a prospectus or brochure, with the only difference that the catalog is usually dedicated to: a larger group of goods - as opposed to brochures or brochures, on the pages of which from one to a dozen goods can be presented. The catalogs are accompanied by coupon books or: inserts, which are filled in by the buyer and sent to: the seller. The possibility of ordering goods by phone may also be provided. The item will either be delivered to the buyer courier service, or by mail. The brochures also contain telephones or tear-off coupons.

So, common features sales of the goods at the buyer's location are set out.

As already noted, the sale of goods by samples is: common for trade at the location of the commercial facility and at the location of the buyer.

When selling goods based on samples, the buyer can independently or with the help of service personnel get acquainted with the demonstrated samples or the proposed descriptions of goods, select and purchase the necessary goods. The goods are transferred to the buyer after their delivery to the place indicated by him, unless otherwise provided by the retail sale contract.

What does it mean, unless otherwise provided by the contract? The fact is that, according to general rule, a seller declaring that he sells goods according to samples is obliged to offer services for the delivery of goods by sending them by post or transportation by any means of transport, as well as the connection, adjustment and commissioning of technically complex goods that cannot be commissioned without the participation of appropriate specialists. Other services may be offered - for assembly, installation, connection, commissioning and service... If the buyer refuses these services, then in this case, other conditions of the retail sale and purchase agreement are determined - the place, methods, time of transfer of goods and payment.