The Retail Store Staff

The store staff is the face that is presented to the public. It consists of the various personnel who sell directly to the customer, as well as those who perform other necessary tasks to keep the merchandise moving and to assure that the customer is satisfied with the buying experience. The sales staff is the most visible in the store and is the one group that consistently meets the public and hears what the public needs and works to satisfy those needs. The staff sells merchandise, collects money, and offers service to the customer in the form of credit services, wrapping, returns, and so on.

The staff must be trained in understanding what the customer wants and needs, and this may differ from department to department. The staff in a clothing department, for instance, would have to know how to assist the customer in coordinating clothing and in matching colors, while the staff in an automotive section would have to know all about the merchandise they were selling and how to tell customers what their problems might be and how to cope with them. Essentially, though, the staff has to know about the merchandise it sells and the use to which that merchandise is to be put in order to assist the customer in finding what they want. The staff is the store personnel that makes the day-to-day operation of the store possible by serving the customers, stocking the shelves, decorating the windows, and other tasks that contribute to the effectiveness of the merch

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nagement may in fact be divided among three or four executives. In that case, management might consist of a store manager, an operations manager, a controller, and an advertising manager. In chain stores, merchandise is purchased by a central buying office, and branch managers order only through this central office (Career Information Center, Volume 9 92-93). Buying and Merchandising Buying and merchandising are important for a successful retailer, and the buyer is the key individual in the process. The buyer must be aware of the customer's buying needs and must search out and purchase those items needed and be certain that they can be sold at a profit. The buyer also has to be aware of new products and trends in styles and design so that the goods purchased will fit the desires of the consumer. The buyer may have to spend a good deal of time away from the store to visit various markets and search for merchandise, and there are traditional markets in cities like New York, Chicago, and Los Angeles and more exotic markets in India, France, and Italy. The merchandising function in the store is headed by the merchandise manager, and it is he or she who establishes policy and sets goals as the head of the division. The merc

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