RETAIL MERCHANDISING SERIES EVENT PARTICIPANT INSTRUCTIONS

Transcription

1 CAREER CLUSTER Marketing CAREER PATHWAY Merchandising INSTRUCTIONAL AREA Distribution RETAIL MERCHANDISING SERIES EVENT PARTICIPANT INSTRUCTIONS PROCEDURES 1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation. 2. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge). 3. You will be evaluated on how well you meet the performance indicators of this event. 4. Turn in all your notes and event materials when you have completed the role-play. PERFORMANCE INDICATORS 1. Explain the evolution of retailing. 2. Explain distribution issues and trends. 3. Explain the relationship between customer service and distribution. 4. Explain the receiving process. 5. Explain storing considerations.

2 EVENT SITUATION RMS-14 You (the student) will play the role as the shipping manager at MarKet. MarKet, founded in 1962, is a chain of retail stores based in Green Bay, Wisconsin. The company operates over 300 stores located in 19 states primarily in the mid-west. Most MarKet stores are located in strip malls, shopping malls, or freestanding locations. MarKet stores carry clothing, shoes, jewelry, health and beauty products, electronics, compact discs, DVDS, bedding, kitchen supplies, sporting goods, toys, pet supplies, automotive supplies, and hardware supplies. They also carry seasonal merchandise such as patio furniture during the summer and Christmas decorations during November and December. In November 2009, MarKet introduced online shopping to its website. However, some merchandise available through the online channel are not available in the bricks and mortar stores. The CEO of MarKet wants to drive more traffic from its online shopping site to its brick and mortar stores by offering free shipping to stores for its online customers. Customers may select and purchase merchandise online, then select a store to pick up the merchandise in 2 business days. Store Managers at the independent store locations are hesitant about the new plan because all sales from online merchandise are not credited to a particular store and no additional payroll will be issued to the store for the new service to be implemented. The logistics of the plan are being left up to you (student), the receiving supervisor. You have a meeting with the store manager (judge) from the main Green Bay store to communicate your plan to him/her on how the ship to store initiative will work at the individual store level. Specifically, your plan needs to address the following points: The relationship between customer service and distribution. You should sell them on the idea of ship-to-store. The receiving process the store will have to alter for this merchandise because different merchandise from one order may come in from different distribution centers. Storing considerations for the merchandise and how/where merchandise will be picked up within the store. You will present to the store manager (judge) in a role-play to take place in the manager s (judge s) office. The store manager (judge) will begin the role-play by greeting you and asking to hear your plan on the logistics of the ship to store initiative. After you have presented and have answered the manager s (judge s) questions, the manager (judge) will conclude the roleplay by thanking you for your work.

3 JUDGE S INSTRUCTIONS RMS-14 DIRECTIONS, PROCEDURES AND JUDGE S ROLE In preparation for this event, you should review the following information with your event manager and other judges: 1. Procedures 2. Performance Indicators 3. Event Situation 4. Judge Role-play Characterization Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant. 5. Judge s Evaluation Instructions 6. Judge s Evaluation Form Please use a critical and consistent eye in rating each participant. JUDGE ROLE-PLAY CHARACTERIZATION Founded in 1962, MarKet is a chain of retail stores based in Green Bay, Wisconsin. The company operates over 300 stores located in 19 states primarily in the mid-west. Most MarKet stores are located in strip malls, shopping malls, or freestanding locations. MarKet stores carry clothing, shoes, jewelry, health and beauty products, electronics, compact discs, DVDS, bedding, kitchen supplies, sporting goods, toys, pet supplies, automotive supplies, and hardware supplies. They also carry seasonal merchandise such as patio furniture during the summer and Christmas decorations during November and December. In November 2009, MarKet introduced online shopping to its website. However, some merchandise available through the online channel are not available in the bricks and mortar stores. The CEO of MarKet wants to drive more traffic from its online shopping site to its brick and mortar stores by offering free shipping to stores for its online customers. Customers may select and purchase merchandise online, then select a store to pick up the merchandise in 2 business days. Store Managers at the independent store locations are hesitant about the new plan because all sales from online merchandise are not credited to a particular store and no additional payroll will be issued to the store for the new service to be implemented. The logistics of the plan are being left up to the receiving supervisor (student). You (judge) are the store manager from the main Green Bay store who will be meeting with the receiving supervisor (student) to hear how the logistics of the ship to store initiative will work at an individual store level.

4 Specifically, the receiving supervisor s (student s) plan needs to address the following points: The relationship between customer service and distribution. They should sell you on the idea of ship-to-store. The receiving process the store will have to alter for this merchandise because different merchandise from one order may come in from different distribution centers. Storing considerations for the merchandise and how/where merchandise will be picked up within the store. The receiving supervisor (student) will present to the store manager (judge) in a role-play to take place in the store manager s (judge s) office. The store manager (judge) will begin the role-play by greeting the student and asking to hear their plan on the logistics of the ship to store initiative. After the student has presented and have answered the manager s (judge s) questions, the store manager (judge) will conclude the role-play by thanking the student for their work. QUESTIONS TO ASK: 1. How will customer s picking up merchandise in one location drive the sales of other merchandise in my store? Possible Solution: Train your sales associate at the pick-up site on suggestion selling. They should know what the customer purchased online and offer appropriate items that they customer may need to go with that item. You may want Point of Purchase displays and a cash register at the pick-up site in the store. 2. What happens if a customer comes in to pick up their merchandise and it mistakenly went to the sales floor and was sold? Possible Solution: Apologize to the customer. Check the salesfloor and back room to see if the merchandise in question is in stock. If not, you may offer the customer a similar piece of merchandise at a similar price. You may offer to have the merchandise shipped directly to the customer at no charge for the inconvenience.

5 Evaluation Form Information JUDGE S EVALUATION INSTRUCTIONS The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event. Evaluation Form Interpretation The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency. Level of Evaluation Exceeds Expectations Meets Expectations Below Expectations Little/No Value Interpretation Level Participant demonstrated the performance indicator in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator. Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49 th percentile of business personnel performing this performance indicator.

6 RETAIL MERCHANDISING, 2014 JUDGE S EVALUATION FORM DISTRICT EVENT Participant: I.D. Number: INSTRUCTIONAL AREA: Distribution Did the participant: Little/No Value Below Expectations Meets Expectations Exceeds Expectations Judged Score PERFORMANCE INDICATORS 1. Explain the evolution of retailing Explain distribution issues and trends Explain the relationship between customer service and distribution Explain the receiving process Explain storing considerations Reason effectively, use systems thinking, make judgments and decisions, and solve problems? Overall impression and responses to the judge s questions TOTAL SCORE