Retail communication is always associated with the process of helping customers as and when they visit retail stores. But there is much more to retail communication than merely assisting a retail customer walking in to shop. Retail business has been witnessing an explosive growth in modern times and retailing is booming as can be seen by the increase in the number of shopping centers, multi-storied malls and the huge shopping complexes in different parts of the country, including small cities and townships. Retail communication systems have been keeping pace with this growth. These systems vary from face to face communication with the customer at the retail stores’ shop floors to official websites, e-retail business, online shopping malls, automated attendant, customer call routing (CCR) and interactive voice recognition (IVR). All these modes of communications are deployed to serve the customer and enhance his/her satisfaction. The major purpose and objective of the entire retail communication is to quickly and efficiently service the needs of the customer as expected by him/her and at the same time maximise return for retail business.

In fact, effective communication skills have become critical to the survival and success of every retail business because the retail industry has become more diverse, competitive and result-oriented. It is important for retail professionals to understand as well as to internalise aspects of communication that can ensure increased sales, stronger customer relationships, better customer retention, quicker problem solving, enhanced professional image, and steadier work flow. The fast growth of retail chains, coupled with the development of sophisticated communication technology, has put the focus on fast, interactive and result-oriented forms of communication. Moreover, retail professionals today face new communication challenges. These challenges can be handled by using new skills such as ability to understand, analyse and prioritise product information and relate it to customer needs, knowledge of high-tech communications capabilities, ability to understand and appreciate customer sensitivities, skills to analyse and handle difficult sales situations, and ability to handle difficult customer interactions.

This book has been written with special emphasis on utilising human elements and all other technical communication enhancements to facilitate the process of retail communication at all levels. The book will serve as a training tool for all retail professionals engaged in the service of retail customers. We have included the retail customers’ communication experiences with both the technical systems as well as the human elements in the form of short case studies in the beginning of each chapter to further elucidate the importance of clear and concise communication in retail business.

This book is going to help you develop the needed confidence in communication that you need to become a successful retail professional.

Authors