RETAIL (Subject Code 401)

JOB ROLE: Store Operations Assistant

CLASS IX- X (SESSION 2019-2020)

1. COURSE OVERVIEW :

A retailer is one who stocks the manufactured goods and is involved in the act of
selling to the final customer or consumer, at a margin of profit. Retailing is the last
link that connecting the individual consumer with the manufacturing and
distribution chain. It adds value in terms of bulk breaking and providing a wide
variety of goods and services to customers as per their needs.

The retail industry is divided into organised and unorganized sectors. Organised
retailing refers to trading activities undertaken by licensed retailers, that is, those
who are registered for sales tax, income tax, etc. These include the corporate-
backed hypermarkets and retail chains, and also the privately owned large retail
businesses. Unorganized retailing, on the other hand, refers to the traditional
formats of low-cost retailing, like, the local kirana shops, owner manned general
stores, paan/beedi shops, convenience stores, hand cart and pavement vendors,
etc.

Organised retail can be categorized by the type of products retailed as well as the
by the different kind of retail formats. The major retail formats include Department
store, Supermarkets, Hypermarket, Specialist Stores, Convenience Stores, and
Kiosks. The various operations involved in store operation and management
include Store Operations, Back end operations, Merchandising, Logistics and
Distribution, Marketing, Procurement/Purchase, and Corporate Services.

After completion of this course the learner would be able to work as store
operations assistant in organised retailing and may look after overall store
operations. He/she can also motivate other co- workers and who assist customers
in finding merchandise, introduce customers to new merchandise, and move the
goods from racks to billing counters. He also serves internal and external
customers in a retail environment with respect to product receiving, movement,
storage and delivery. He needs to be physically fit to withstand working in a retail
environment whilst being customer responsive towards service delivery.

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 2. OBJECTIVES OF THE COURSE:

In this course, the students will be introduced to the fundamental concepts of Retail
Management and the career opportunities available in this field. This course provides an
insight to the students regarding various issues associated with store operation, visual
merchandising, merchandising, inventory management, retail sales etc. Class
participation would be fundamental for the development of transferrable skills.
Followings are the main objectives of this course.
 To familiarize the students regarding various dimensions of retail management
and career opportunities available in these fields.
 To develop practical understanding among the students associated with retailing
through classroom discussion/ participation and projects.
 To develop transferrable skills among the students for managing retail operation
efficiently so that they could be ready to join the retail industry.
 To provide knowledge to students in concise and understandable format so that
students could learn and apply these concepts in their career for the growth.
 To provide brief insight about floor operation, product display, product handling,
inventory management and retail sales.

3. SALIENT FEATURES OF RETAIL:

 Retailing involves direct interaction among buyers and sellers.

 Across the world, the number of retail outlet is more than any other forms of the
business. India is known as nation of the shop as there are more than 13 million
retail outlets in the country.
 Retail business primarily deals with B to C market rather than B to B market. In
retailing, sales volume is comparatively large in quantity but lesser in monetary
value.
 Location and lay out design of the store are critical success factor for the growth
of the store.
 Retail is very localized business and it is in transition phase; mergers, acquisition
among the retail firms are taking place across the globe.
 Retailers are developing new business format. On line retailers are growing at
very high pace and it is impacting the business of traditional store.

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4. CURRICULUM
This course is a planned sequence of instructions consisting of Units meant for
developing employability and Skills competencies of students of Class IX and X
opting for Skill subject along with general education subjects.

Theory 50 marks
Practical 50 marks
Total Marks 100 marks

The unit-wise distribution of periods and marks for Class IX is as follows:

No. of
Max. Marks
Periods
for Theory
Units Theory and
and Practical
Practical
100
200
Theory
Part A Employability Skills
Unit 1: Communication Skills -I 13
Unit 2: Self-management Skills -I 07
Unit 3: Information and
Communication Technology 13
Skills – I 10
Unit 4: Entrepreneurial Skills - I 10
Unit 5: Green Skills - I 07
Total 50 10
Part B
Unit 1: Introduction to Retail 25
Unit 2: Receiving and Storage of 25
Goods
Unit 3: Stock Levels in Storage 25 40
Unit 4: Customer Service 20
Total 95 10
Part C Practical
Project 15
Practical File / Report / Portfolio
15
Power Point presentation 55
Demonstration of skill competency
20
via Lab Activities
Total 200 100

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Part B: Skills

Sl.No. Units Duration

(Periods)
1. Introduction to Retail 25
2. Receiving and Storage of Goods 25
3. Stock Levels in Storage 25
4. Customer Service 20
Total 95

Unit 1: Introduction to Retail

Total
Learning Outcome Theory Practical
Duration

1. State basics of 1. Meaning of retailing 1. Visit to a retail store

retailing 2. Function and for identify the
essential various sections of 06
requirements of the retail
retailers 2. Observe the basic
3. Retailer’s services to functions and
customers requirements of
retailers in the retail
store
2. Distinguish 1. Meaning of 1. Identify the various
between organised and organized retail
organised and unorganised retailing formats from the
unorganised 2. Differences between given retail formats
retailing organised and 2. Identify the various
unorganised retailing un- organized retail 06
formats from the
given retail formats
3. List the different
formalities
4. required for
organized and
unorganized retailing
3. Differentiate 1. Meaning of store and 1. Identify the various
between store non-store retailing store retailing from
and non-store 2. Classification of store the given retail
retailing and non-store formats 07
retailing 2. Identify the various
non- store given
retail formats
3. List the different

4
 formalities
4. required for store
and non- store
retailing

4. Identify Indian and 1. Meaning of Indian 1. Visit to Indian and

global retailers and global retailers Global retail
2. Major player of formats write 06
Indian and global observations and
retailers prepare report.
Total 25
Unit 2: Receiving and Storage of Goods

Total
Learning Outcome Theory Practical
Duration

1. Classify types 1. Meaning of goods. 1. Chart out consumer

of retail goods 2. Types of consumer goods from given
goods goods. 05
3. Give example of 2. Practice the retail
4. consumer and operations
durable goods
2. Select suitable 1. Describe the 1. Receive the goods in
procedure of receiving procedure proper manner
receiving 2. Dispatching stock to 2. Demonstrate the
goods stores goods receiving
3. Refusal procedure of procedure 05
goods delivered 3. Handle the
4. List out the various dispatching
check points while procedure
receiving goods 4. Role play on process
of refusal of products
5. Check the goods as
per
6. requirements while
receiving the goods

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3. Store the received 1. Meaning and need of 1. Arrange the goods in
goods in suitable storage of goods appropriate places.
places 2. Techniques of 2. Check the
storage of goods temperature as per
3. Precautions for the nature of goods 05
storage of goods 3. Follow all
4. Advantages of administrative
various storage procedures while
techniques store the goods
5. Recording procedure
of goods received
4. Demonstrate the 1. Importance of goods 1. Handle the different
process of handling types of goods with
goods handling 2. Precautions to be suitable equipments. 05
taken while handling 2. List steps in goods
goods 3. management
process in a given
situation
5. Operate material 1. Name the types of 1. Operate various
handling material handling types of material
equipments equipments. handling
2. Factors affecting equipments. 05
selection of 2. Manage material
equipments. handling services
performed during
3. retailing process.
Total 25
Unit 3: Stock Levels in Storage
Learning Outcome Theory Practical Total
Duration
1. Identify stock level 1. Meaning of stock 1. Check the stock
and maintain proper level levels time to time. 06
levels 2. Types of stock 2. Identify the un-
in retail store levels sale stocks &
3. Need for find out expire
managing stock date.
level in retail 3. Maintain stock levels
and prepare
stock records.
2. List the 1. Documents for 1. Prepare a list of
documents stock receiving documents
required for stock 2. Procedure for required for stock 06
handling checking stock
handling
levels
2. Check the stock
3. Reporting
deviations levels and report in

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 proper way

3. Select 1. Concept of floor 1. Prepare the floor

appropriate plan plan
storage space 07
2. Allocation of 2. Allocate space
space 3. Handle problems
3. Types of space in shortage of
4. Shortage storage space
space
4. State various types of 1. Meaning of 1. State the factors
material handling handling fordesigning
equipment. equipment thematerial
2. Factorsaffecting handlingsystem.
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selection 2. Operate various
ofequipments. material handling
3. Types of handling equipments
equipment in 3. Handle material
retail store handlingservices
4. Functions of the 4. performedduring
handling retailingprocess.
equipment
5. in retail store
Total 25

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Unit 4: Customer Service
Learning Outcome Theory Practical Total
(08Period) (12Period) Duration
(20Perio
ds)
1. Explain customer 1. Meaning of 1. Differentiate
needs and customer consumer and between
service customer consumer and
2. Basic needsof the customer with
customer at retail case study.
outlet 2. Perform 4
3. Customer service customer service
concepts at retail store as
4. Role of customer per customer
service in retail need
5. Elements of 3. Role play on
customer services customer service
6. Advantages of given by trainee
customer service associate in a
given situation.
2. Describe effective 1. Effective customer 1. Estimate
customer service service customer
2. Dealing effectively behaviour
with customer at 2. Convince the 5
retail outlet customers with
3. Effective ways to good
build customers presentation
rapport skills
3. Demonstrate the 1. Standard set for 1. Draw on the chart
organization staff appearance standard of
standards by 2. Precautions taken appearance
appearance and by male and 2. Follow the
behaviour female staff precautions
3. Staff behaviour in working in male 6
organization staff and female
4. Dealing with the staff
customer 3. Deal customers
5. Dealing with the with effective
superior techniques
6. Dealing with the
colleague

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4. Identify and confirm 1. Meaning of 1. Recognize the
customer customer customer
expectations expectation expectation
2. Identify 2. Respond to 5
customer customer
expectation expectations and
3. Customer attending queries
expectation from properly
retailer
4. Confirm
customer
expectation
5. Respond to
customers
Total 20

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The unit-wise distribution of periods and marks for Class X is as follows:

CLASS X (SESSION 2019-2020)

No. of Hours Max. Marks

for Theory for Theory
Units
and Practical and Practical
200 100
Part A Employability Skills
Unit 1: Communication Skills –I 13
Unit 2: Self-management Skills –I 7
Unit 3: Information and
Communication Technology 13
Skills – I 10
Unit 4: Entrepreneurial Skills – I 10
Unit 5: Green Skills – I 7
Total 50
Part B Vocational Skills
Unit 1 : Delivery of Goods 25
Unit 2: Retail store operation 25
Unit 3: Merchandise Planning 25
Unit 4: Security Operation and 40
20
housekeeping in Retail
Total 95
Part C Practical Work
Viva based on Project 15
Practical File / Report / Portfolio Power
Point presentation 55 15
Demonstration of skill competency via
Lab Activities 20
Total 200 100

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5. LIST OF EQUIPMENT AND MATERIALS
The list given below is suggestive and an exhaustive list should be prepared by the
vocational teacher. Only basic tools, equipment and accessories should be
procured by the Institution so that the routine tasks can be performed by the
students regularly for practice and acquiring adequate practical experience.
Material Required for Store Operations Assistant
1. Shelves for Stacking Products
2. Shopping Cart
3. Signage Board Retail
4. Offer / Policy Signage
5. Big Poster (at POS) for offer related advertisement
6. Gondola
7. Products for display (Dummy Cameras and Mobiles)
8. Danglers
9. Coupons and Vouchers
10. Carry Bags
11. Physical Bill Copy
12. Bar Code Machine
13. Customer Feedback Form
14. Safety and security equipments on site-
 Fire extinguisher
 Security cameras
 LCD screens
 Safety sign boards
 Personal protective equipments (PPE) like gloves, helmets, jackets, harness
etc.
 Locking systems
15. Housekeeping equipments on site
 Vacuum cleaner
 Mops
 Cleaning chemicals
 Cleaning Robots
 Air purifiers
 Filtering machines
 Spill Absorbents
 Termite treatment

Teaching/Training Aids :

1. Computer
2. LCD Projector
3. Projection Screen

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 4. White/Black Boards
5. Flip Charts
6. Video and audio recorders

6. PRACTICAL GUIDELINES

A. Practical Guidelines of Class IX

1. MINIMUM PASS MARKS

The Minimum number of marks required to pass as per the Examination Cell
Guidelines.
2. Marks for record, Viva Project etc., in respect of Secondary School Curriculum
(Under NSQF) OF School Certificate Examination:
Marks allotted for laboratory Record, Viva Voice etc., should separately stated in the
answer book (if answer-Books are used) and added to the marks given for other items.
The projects and the practical records, duly punched should be returned to the students
concerned immediately after evaluation.
3. Assessment of performance.
(a) The one internal and the other external, assigned for the conduct and
assessment of Practical Examinations each in Secondary School Curriculum
(Under NSQF) . Question for the viva examinations should be conducted by both
the examiners. Question to be more of General nature, project work or the
curriculum. Investigatory Project especially those that show considerable amount
of effort and originality, on the part of the student, should get suitable high marks,
while project of a routine or stereotyped nature should only receive MEDIOCRE
marks.
(b) In the assessment and award of marks, follow strictly the marking Scheme which
is given in the list of practical I.e. provided to the Examiners/Schools at the time
of Examination.
(c) Every effort should be made to reach a consensus on the marks to be awarded to
individual candidates. If a difference of one or two marks still persists even after
discussion the average marks should be awarded.
(d) Marks awarded for Project / Practical activities, for viva, for project and for
Practical files must be separately shown on the answer-book as the total.
(e) If irregularities are perceived by either examiner in the conduct of the Practical
Examination these should be included in the examiner’s report and should be
sent to the Asstt. Secretary (A.B. Cell) within three days after the end of practical
examination.
(f) The external examiner should assume responsibility of deposit of answer books
& award list to the Board.
(g) Award lists should be signed by both the examiners and should be sent
separately through messenger/personally in a double sealed cover and not mixed

12
 with the Answer-books. The answer-books can be delivered personally in the
Board’s office.
(h) The related material will be collected by the external examiner from the allotted
schools.
(i) In other subject involving practical’s, there will be only an external examiner.

4. Procedure for Record of Marks in the Practical answer-books.

The examiner will indicate separately marks of practical examination on the title page of
the answer-books under the following heads:-
Project -10 marks
. Projects for the final practical is given below .Student may be assigned Any one of the
following
1. Visit a local food and grocery retail outlet. Study the category of products
this store offers on the basis of a) type of product b) brand c) kind of
handling
2. Visit the nearby market. Identify and sort the outlets on the basis of
different types of product being handled by each store.

Students should make a project file on the data collected for any of the above projects in
a proper format. The marks can be allocated based on the quality of work done by the
students as per the Curriculum

Viva based on Project -10 marks

The teacher conducting the final practical examination may ask verbal questions related
to the project, if any, done by the student. Alternatively, if no project has been assigned
to the students, viva may be based on questions of practical nature from the field of
subject as per the Curriculum.

Practical File/ Report / Assignment / Power Point presentation -10 Marks

Students to make a power point presentation / assignment / practical file / report.
Instructor shall assign them any outlet to study the elements in retailing.

Demonstration of skill competency in Lab Activities -20 marks

Guidelines for Project Preparation: The final project work should encompass chapters
on: a) Introduction, b) Identification of core and advance issues, c) Learning and
understanding and d) Observation during the project period.

Activity to be suggested by internal examiner, to be conducted on practical day.

Suggestive activities can be-
1. Retail sales talk: student to be assigned a brand and asked to sell in 2-3 minutes.
2. Students to prepare poster on either of the following two topics and asked to
present

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1. Safe practices
2. Careers in Retailing

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 B. Practical Guidelines of Class X

1. MINIMUM PASS MARKS

The Minimum number of marks required to pass as per the Examination Cell
Guidelines.
2. Marks for record, Viva Project etc., in respect of Secondary School Curriculum
(Under NSQF) OF School Certificate Examination:
Marks allotted for laboratory Record, Viva Voice etc., should separately stated in the
answer book (if answer-Books are used) and added to the marks given for other items.
The projects and the practical records, duly punched should be returned to the students
concerned immediately after evaluation.
3. Assessment of performance.
(a) The one internal assigned for the conduct and assessment of Practical
Examinations each in Secondary School Curriculum (Under NSQF). Question
for the viva examinations should be conducted by both the examiners. Question
to be more of General nature, project work or the curriculum. Investigatory
Project especially those that show considerable amount of effort and originality,
on the part of the student, should get suitable high marks, while project of a
routine or stereotyped nature should only receive MEDIOCRE marks.
(b) In the assessment and award of marks, follow strictly the marking Scheme which
is given in the list of practical I.e. provided to the Examiners/Schools at the time
of Examination.
(c) Every effort should be made to reach a consensus on the marks to be awarded to
individual candidates. If a difference of one or two marks still persists even after
discussion the average marks should be awarded.
(d) Marks awarded for Project / Practical activities, for viva, for project and for
Practical files must be separately shown on the answer-book as the total.
(e) If irregularities are perceived by either examiner in the conduct of the Practical
Examination these should be included in the examiner’s report and should be
sent to the Asstt. Secretary (A.B. Cell) within three days after the end of practical
examination.
(f) The external examiner should assume responsibility of deposit of answer books
& award list to the Board.
(g) Award lists should be signed by both the examiners and should be sent
separately through messenger/personally in a double sealed cover and not mixed
with the Answer-books. The answer-books can be delivered personally in the
Board’s office.
(h) The related material will be collected by the external examiner from the allotted
schools.
(i) In other subject involving practical’s, there will be only an external examiner.

4. Procedure for Record of Marks in the Practical answer-books.

15
The examiner will indicate separately marks of practical examination on the title page of
the answer-books under the following heads.
Project -10 marks
Project for the final practical is given below. Students may pickup either of the
two–
a) Identify and visit two local retail outlets. Study the differences in store layout of
both and report.
b) Visit a retail outlet in a nearby mall or market and discuss the visual
merchandising tools applied in the store

Students should make a project file on the data collected on any one of the above
projects in the proper format. The marks can be allocated based on the quality of work
done by the students as per the curriculum

Viva based on Project -10 marks

The teacher conducting the final practical examination may ask verbal questions related
to the project, if any, done by the student. Alternatively, if no project has been assigned
to the students, viva may be based on questions of practical nature from the field of
subject as per the Curriculum.

Practical File/ Report / Assignment / Power Point presentation -10 Marks

Students to make a power point presentation. Alternatively, if they can’t be assigned a
power point presentation then they can communicate their project work through practical
file / report or assignment.
a) Trends in retailing
b) Methods of store and non store retail transport

Demonstration of skill competency in Lab Activities -20 marks

Guidelines for Project Preparation: The final project work should encompass chapters
on: a) Introduction, b) Identification of core and advance issues, c) Learning and
Understanding and d) Observation during the project.
Activity question to be created by internal examiner, to be conducted on the practical day
-30 minutes.
Suggestive activities can be-
a) Role Play – Retail selling skills.
b) Role Play – Barriers in retail communication

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 7. CAREER OPPORTUNITIES :

Retail is the sector which provides huge career opportunities to all age group of people
irrespective of qualification, gender, race and religion. Following career opportunities are
available in this field. Students can make their career in any field based on their interest
and suitability.
 Supply chain management
 Visual Merchandising
 Category Management
 Store operation
 Mall Management
 Inventory Management

VERTICAL MOBILITY FOR BBA / B.COM IN UNIVERSITIES

At BBA/B.Com level, students may start their career as a business executive and they
can reach at managerial level over the period of time. For the career progression,
following career options are available in retail field.
 Retail sales executive
 Visual merchandising executive
 Retail account executive
 Store operation executive
 Executive (Logistics and supply chain).
 Executive ( Inventory management)

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