ICSC European Retail Property School RETAILING PRINCIPLES TENANT RETENTION

Transcription

1 ICSC European Retail Property School RETAILING PRINCIPLES TENANT RETENTION

2 Introduction and Overview I. Retailing defined II. Retailer Classifications III. The Retailer s Organizational Structure IV. Understanding Retail Math V. Retail Real Estate Research VI. Sales Analysis Format VII. Tenant Retention Principles VIII.Basic Communication IX. Retailer Participation X. Conclusion

3 RETAILING DEFINED

4 Retailing Retailing is an activity that includes all functions associated with the sale of goods and services to the ultimate consumer for personal non business use. It is the final activity in a distribution channel that links manufacturers with customers. Retailers are middlemen whose primary business is selling the goods and services to the ultimate consumer for their personal non business use. A retail establishment is a separate place of business that is engaged primarily in selling to individuals for their personal or household consumption.

5 RETAILER CLASSIFICATIONS

6 The Retailer s Ownership Structures The retail structure can be classified in many ways, including ownership and merchandise offered. A classification of retailers facilitates an understanding of retail evolution, growth and change. It aids government officials in analyzing the impact of retailing on the economy and assists management in developing strategy to increase profit.

7 The Retailer s Ownership Structures By ownership: Local Store/ Individual Owner are single stores. They usually operate as a majority of all retail stores and account for the large portion of all retail sales. Chains consist of 2 or more stores that sell substantially the same type of goods and or services. They usually have some centralization of decision making in defining and implementing their strategy. - National Chains - Regional Chains - Global Chains

8 The Retailer s Ownership Structures By ownership: Franchises are stores that use a name and a format developed and supported by the franchisor. The franchise agreement between the franchisee and the franchisor spells out the terms and control over store operations. Leased departments are departments or stores within a retail store. The space they occupy is leased from the primary operator of the store.

9 Traditional Retailers Department Stores: Traditional Department Store: A large store with a broad variety and deep assortment of shopping and specialty goods including home furnishings, apparel for men, women and children, linens and house ware. They offer extensive customer service, store credit and branded merchandise. Specialty Department Store: A department store with a broad variety and deep assortment in a more limited line of merchandise than the traditional department store. They do not handle furniture or appliances.

10 Traditional Retailers Department Stores: Promotional Department Store: A department store with a broad variety but less deep merchandise assortment with more emphasis on self service. The store mark-up and cost structures are significantly less than the traditional or specialty department store. Mass Merchandisers: A store with a discount image handling not less than 3 merchandise lines in a floor space of not less than 10,000 Sq.Ft. E.g. discount department stores, Super drug stores.

11 Traditional Retailers Specialty Stores: They offer a narrower line of goods than single line stores and provide a high level of service in stores of less than 8,000 Sq.Ft.

12 Contemporary General Merchandise Retailers Category Specialists: A discount store that offers a narrow variety but deep assortment of merchandise in stores over 8,000 sq ft. Home Improvement Centers: A category specialist that combines the traditional hardware store and lumber yard focusing on providing material and information that enables do it yourselfers to maintain and improve their homes.

13 Contemporary General Merchandise Retailers Wholesale clubs: A general merchandise retailer that offers a limited merchandise assortment with little service at low prices to selected groups of consumers and small businesses who pay an annual membership fee. Off-Price/ Factory Outlet Stores: A retailer that offers an inconsistent assortment of brand name, fashion oriented soft goods at low prices. Local Market A retailer that offers goods for short time needs. Mostly traditional and near by the living area. Might not need always a shop.

14 Food Retailers Conventional Supermarkets: A self-service food store offering groceries, meat, produce with annual sales of over $ 2 million and size of under 20,000 Sq.Ft. Superstores / Supercenters: Superstores are large supermarkets ( 20,000 50,000 Sq.Ft ). Supercenters are typically over 150,000 Sq.Ft. Hypermarkets (Hypermarche): A large retail operation combining the features of a supermarket and discount store traditionally in a warehouse atmosphere. They stock a wide range of general merchandise and food items. Convenience Store: Store that provides a limited variety and assortment of merchandise in a convenient location in 3,000 8,000 Sq.Ft with speedy checkout. Home delivery/ internet

15 Direct marketing Non store retailing Customers are exposed to merchandise through an impersonal medium and then purchase the merchandise by: Catalog TV Home Shopping SMS/Text Sales Internet/Transactional Websites Direct to Home Vending Machines: Machines which a customer can get food or merchandise after making a payment by cash or credit card.

16 Service Retailing Auto rental companies Auto repair and service stations Child care centers Fitness centers/ health spas Home maintenance companies Hotels and motels Income tax preparers

17 THE RETAILER S ORGANIZATIONAL STRUCTURE

18 THE RETAILER S ORGANIZATIONAL STRUCTURE Executive Management Sales and Marketing Merchandising Management Operational and Store Management Administrative Management

19 THE RETAILER S ORGANIZATIONAL STRUCTURE Executive Management: Board of Directors, Chairman, President & Vice President(s) Responsibilities: - Develop Retail Strategy - Identify Target Market - Determine Retail Format - Design Organizational Structure

20 THE RETAILER S ORGANIZATIONAL STRUCTURE Sales & Marketing Management Promote the firm, its merchandise and services Plan communication program Select media Plan special days Manages public relations

21 THE RETAILER S ORGANIZATIONAL STRUCTURE Merchandise Management Merchandise buyers and planners buy and allocate merchandise Responsibilities: - Buy Merchandise - Locate, evaluate and negotiate terms with vendors - Place orders - Control merchandise budget plans - Allocate merchandise to stores - Review open to buy and stock - Price merchandise - Set initial prices - Adjust prices

22 THE RETAILER S ORGANIZATIONAL STRUCTURE Operational and Store Management District Manager, Store Manager, Department Manager Responsibilities: - Recruit, hire, train store personnel - Plan work schedules - Evaluate store personnel - Maintain store facilities - Locate and display merchandise - Sell merchandise - Take inventory - Prevent inventory shortage - Provide services such as gift wrapping and delivery

23 THE RETAILER S ORGANIZATIONAL STRUCTURE Administrative Management Human Resources, Finance, Marketing, Research, Real Estate, Construction, MIS, Logistics, Loss Prevention. Responsibilities: 1. Human Resources - Develop policies for store personnel - Recruit, hire, train managers - Plan career paths - Keep employee records

24 THE RETAILER S ORGANIZATIONAL STRUCTURE Administrative Management 2. Finance - Establish financial systems - Prepare financial reports to forecast sales, profits and cash flow - Bill customers - Provide credit - Raise capital from investors 3. Research - Determine customer profile - Measure effectiveness of promotion campaigns - Evaluate how store brand merchandise and service are perceived by customers

25 THE RETAILER S ORGANIZATIONAL STRUCTURE Administrative Management 4. Real Estate - Select new store locations - Negotiate lease term - Renew existing leases - Dispose of under performing locations 5. Construction - Carry out building inspections for new locations - Design fixtures and store lay-out - Construct store - Refurbish existing stores

26 THE RETAILER S ORGANIZATIONAL STRUCTURE Administrative Management 6. MIS - Develop systems to process information to effectively operate the store 7. Logistics - Locate warehouses - Receive, mark, label merchandise - Store merchandise - Distribute merchandise to stores - Return unsold merchandise to vendors 8. Loss Prevention - develop systems to reduce merchandise loss

27 Understanding Retail Math

28 RETAIL MATHEMATICS a) Trade discounts In order for a retailer to buy efficiently it is important that the retailer understand how to negotiate for trade discounts. Some suppliers or manufacturers prefer to try to control the price their merchandise is sold at by selling the merchandise to the retailer with a suggested or recommended retail price they want the retailer to sell the merchandise for.

29 RETAIL MATHEMATICS a) Trade discounts & Prices The List Price: This is the retail price, suggested or recommended by the manufacturer. The Trade Discount: This is the manufacturer s or supplier s discount from the suggested list price expressed as a percentage. The Retailer s Cost Price or Net Price This is found by multiplying the list price by the compliment of the trade discount percentage. The compliment is 1.0 the trade discount

30 RETAIL MATHEMATICS a) Trade discounts & Prices Example 1: Determine the retailers cost price when a trade discount is offered. A line of baseball gloves have a suggested retail price for each glove of The retailer is offered a trade discount of 40%. What will the the retailers cost price be?

31 RETAIL MATHEMATICS a) Trade discounts & Prices In some cases the supplier will offer several discounts to encourage the retailer to buy more of the product. Series Discounts Represent a number of discounts offered by the manufacturer to a retailer. To Find the cost price the retailer would pay when a series of discounts is offered, the retailer multiplies the list price or suggested retail price by the compliment (1.00 the discount) of each of the discounts.

32 RETAIL MATHEMATICS a) Trade discounts & Prices: Example 2: Determine the retailers cost price when a series discount is offered. A bath towel has a suggested retail price of per towel and the retailer is allowed a series discount of 30%, 10% and 5%. What is the retailers cost price?

33 RETAIL MATHEMATICS a) Trade discounts & Prices It is useful for a retailer to be able to compare the series discount a manufacturer might offer to a single discount offered by other manufacturers. The single discount equivalent is equal to a series of discounts offered by a manufacturer and is expressed in a single percent.

34 RETAIL MATHEMATICS a) Trade discounts & Prices: The single discount equivalent is equal to: 1.0 minus the compliment of the series of discounts multiplied by each other Example 3: Find the single discount equivalent to a series discount of 30%, 10% and 5%.

35 RETAIL MATHEMATICS b) Cash Discounts: Cash discounts are important to the retailer to increase profitability while trade discounts may always be taken by a retailer, cash discounts may only be taken for payment of an invoice on or in advance of a specified time. The manufacturer grants the cash discount as an inducement to get the retailer to pay promptly.

36 RETAIL MATHEMATICS b) Cash Discounts: A cash discount consists of 3 parts: 1. A percentage discount 2. A period of time in which the discount may be taken 3. A net period which determines the date by which the full amount of the invoice must be paid.

37 RETAIL MATHEMATICS b) Cash Discounts: A cash discount of 3/10, N 30 means that the manufacturer will allow the purchaser a cash discount of 3% from the invoice amount if paid within 10 days of the date of the invoice and the net amount of the invoice is due within 30 days of the date of the invoice. It is important for the retailer if he has the cash or borrowing ability to take the cash discount since the real interest rate savings on an annual basis are much greater than the 3% in the previous example. The 3% discount represents a discount for paying within 10 days. The whole amount of the invoice would have to be paid in 30 days. So the 3% discount is obtained by paying 20 days in advance.

38 RETAIL MATHEMATICS b) Cash Discounts: The effective annual interest rate savings would be: 3.0 X 365 = 54.8% 20 The most important cash discount terms are: D.O.I. Date of Invoice Ordinary Dating R.O.G. Receipt of Goods

39 RETAIL MATHEMATICS c) Mark Up: The price retailers charge for their merchandise (Retail Selling Price) must cover the cost of the merchandise (cost), anticipated expenses in connection with selling the merchandise, and a profit. The retailers mark up is the difference between the retail selling price of the merchandise and the cost of the merchandise.

40 RETAIL MATHEMATICS c) Mark Up: Expressed as an equation: Retail Pr. = Mark up + Cost or: Mark up = Retail Pr. Cost or: Cost = Retail Pr. Mark - up

41 RETAIL MATHEMATICS Example 6: A baseball glove was bought from a manufacturer by a retailer for and sold for Find the Mark Up. When MU is expressed as percent it can be expressed as a percent of retail or cost. MU% on Retail =R-C x 100 R MU% on Cost = R-C x 100 C Example 7: In the above example: What is the mark-up percent on retail? What is the mark-up percent on cost?

42 RETAIL MATHEMATICS d) Initial Mark Up: We have determined how a retailer sets the price for individual items of merchandise. We also know that events will occur that will affect the initial MU percent that the retailer establishes. We know that retailers take reductions in the selling price of their merchandise either voluntarily or involuntarily to reflect: Employee discounts: Most stores offer their employees discount of 10% to 40%.

43 RETAIL MATHEMATICS Stock shortage: This is the shrinkage or loss of merchandise inventory through theft by the employee or customer. Mark downs: The selling price of the merchandise does not always remain the same although the invoice cost does. Mark downs are taken to reflect, among other things, buying errors (wrong sizes, wrong colors), unusual seasonal weather (below average snow, unusually cool summers). Reductions = Employee Discounts, Stock Shortages and Mark Downs.

44 RETAIL MATHEMATICS Other things that affect the initial mark up and maintained mark up besides reductions are: Alteration Expenses: Some types of merchandise need adjustments to fit the customer shortening sleeves on suits and sports jackets, turning up cuffs on pants etc. If the service is provided free, then this cost will reduce the profit on the sale of the goods. The initial mark-up must be planned to be large enough to cover the expenses generated by the alteration service. Alteration expenses are usually treated separately from operating expenses.

45 RETAIL MATHEMATICS Cash Discounts: As we have already learned, cash discounts are offered to retailers for the prompt payment of accounts. When an invoice is paid early and the retailer receives a cash discount, this reduces the price of the merchandise and as a result this increases the final mark-up obtained by the store. The retailer usually does not reduce the cost price of the merchandise by the amount of the cash discount in calculating the mark-up since the buyer has no control over whether the company has sufficient funds available to allow them to pay the invoice early and take the discount. The retailer usually calculates the mark-up on billed cost rather than actual cost.

46 RETAIL MATHEMATICS Initial mark-up is the first mark-up placed on an item and is used to calculate the original retail price the merchandise will be sold for. The initial mark-up must cover operating expenses, net profit, alteration expenses, reductions, minus cash discounts: Initial MU % = Operating Net Alteration Cash X Expenses + Profit + Expense + Reductions - Discounts Net Sales + Reductions

47 Example 8: RETAIL MATHEMATICS Find the initial MU % in a department that has the following planned figures for the spring/ summer season. Net Sales 200,000 Markdowns 6,000 Net Profit 10,000 Employee discounts 1,000 Operating Expenses 78,000 Stock shortages 2,000 Alteration Expenses 3,000 Cash discounts 2,000

48 RETAIL MATHEMATICS e) Maintained Mark - Up As we have discussed, if the retailer finds the merchandise isn t selling he takes a mark-down. Other things affecting final mark-up are stock shortages and employee discounts. Markdowns, stock shortages and employee discounts are referred to as reductions. The formulas for maintained mark-up in $ and % are: Maintained Mark-Up% = IMU% (100%+Reductions %) Reductions % Maintained mark-up % = 100 x maintained MU $ Net sales Maintained Mark-Up $ = IMU% (Net Sales $ + Reductions $) Reductions $

49 RETAIL MATHEMATICS Example 9: A buyer of a department expects to have reductions of 5% during the coming season and plans an initial mark-up of 40%. Find the maintained mark-up planned by the buyer. Example 10: A sporting goods department plans the following figures: Gross sales $300,000 Employee discounts $5,000 Sales returns 15,000 Stock shortage 2,000 Markdowns 20,000 Initial Mark-Up 40.0% Find the maintained mark-up US$. Find the maintained mark-up %.

50 RETAIL MATHEMATICS f) Mark Downs To determine the markdown percent that a retailer may take to achieve a specific maintained mark-up after he has established his initial mark-up, the retailer uses the following formula: Reductions % = IMU % - MMU % x 100 I-IMU % Example 11: A toy department plans a MMU % of 40%. The buyer s initial mark-up for the department is 45%. What is the maximum markdown percent the buyer could take?

51 RETAIL MATHEMATICS g) Gross Margin: Gross Margin is the final mark-up that is obtained by the retailer upon selling the merchandise in inventory. GM = Initial Mark Up(%) markdowns + discounts / Gross margin % Example 12: A menswear department has the following planned figures: Net Markdowns 7.0% Alt. Expenses 2.0% Cash Discounts 2.0% Initial Mark-Up 38.0% Find Gross Margin Percent.

52 RETAIL MATHEMATICS h) Stock Turnover: Stock turnover measures the degree of balance between the retailer s inventory and the retailer s sales. Stock turnover measures the speed with which merchandise moves into and out of a department or store. Stock turnover is defined as the number of times during a specific period, usually a season (spring-summer or fallwinter) or year, that the average inventory on hand during that period has been sold. If a menswear store reports a stock turnover of 3.0 it would mean that the store turned over its average stock 3 times during the reporting period.

53 RETAIL MATHEMATICS h) Stock Turnover: Stock Turn = Sales per year Average inventory Exp: / = 4 turns

54 RETAIL MATHEMATICS h) Stock Turnover: Example 14: Find average stock required to achieve a planned stock turnover. A ski shop has planned net sales of 200,000 with a planned stock turnover of 3. What should the store s average stock be?

55 RETAIL REAL ESTATE RESEARCH

56 RETAIL REAL ESTATE RESEARCH a) Types of locations: Central Business District CBD Neighborhood Centers Community Centers Regional Centers Super Regional Centers Power Centers Specialty Centers.

57 RETAIL REAL ESTATE RESEARCH b) Retail Location Strategy: 1. Select the city by analyzing: Progressiveness Demographics Economy Competition

58 RETAIL REAL ESTATE RESEARCH b) Retail Location Strategy: 2. Select the area in the city by: Drawing the trade area for the location Determining the demographic and psychographics characteristics of the trade area population. Match the demographics and psychographics of the trade area population with those of the retailers target customer. Estimate the market potential in the trade area for the category of merchandise being sold by the retailer. Determining the sq ft size and current sales of the competition in the trade area. Determining the strengths and weaknesses of the competition Estimate the potential sales that could be achieved in a 100% location

59 RETAIL REAL ESTATE RESEARCH b) Retail Location Strategy 3. Select the specific site Are there any market changes that will affect the quality of the location in the foreseeable future? Determine the location quality based on the pedestrian traffic passing the retail location. Identify retail adjacencies that have similar customers Compare the tenancy costs of locations. Does the store front and signing make a strong external statement.

60 RETAIL REAL ESTATE RESEARCH b) Retail Location Strategy: Are the legal and business terms of the lease reasonable?. Estimate potential sales for the store. Estimate construction and fixture costs for the store. Prepare a 10 year profit and loss statement to measure: Return on Investment, Internal Rate of Return and Payback.

61 RETAIL REAL ESTATE RESEARCH c) Store Space Planning: Profitability Seasonality Merchandise Considerations Trends Visual impacts.

62 SALES ANALYSIS FORMAT

63 SALES ANALYSIS FORMAT Summary of Monthly Sales Euros Per Square Meter (Month & YTD) Centre Merchandise Category Percentage Comparisons (Month & YTD) Centre Category Total Sales vs. Comparison Sales Category Sales Summaries Sales Per Square Meter Individual Category Leaders

64 TENANT RETENTION PRINCIPLES

65 TENANT RETENTION PRINCIPLES Identification desirable & undesirable tenants History of retailer Financial stability Operational considerations Problem identification Proposed strategy & solution

66 BASIC COMMUNICATION LANDLORD & TENANT

67 BASIC COMMUNICATION a) Landlord Tenant Partnership: Work with the tenant to help him maximize sales Provide information to help retailer determine how he is doing Schedule regular visits with the tenant to discuss mutual concerns

68 BASIC COMMUNICATION b) Landlord Tenant Contacts Pre-opening: Leasing agent: - the first contact with the tenant Construction coordinator: - Initiate contact with the retailers construction management as soon as possible - Provide Construction Handbook - Meet with the tenants general contractor, Superintendent - Facilitate permit process, using local resources

69 BASIC COMMUNICATION b) Landlord Tenant Contacts Tenant Coordinator: - Creates and provides the tenant information kit: - Phone numbers/ General Contractors list - Building inspectors and utilities numbers - Sign requirements - Rules and regulations - Procedures - Contacts - Sales and rent payments - Emergency Information

70 BASIC COMMUNICATION b) Landlord Tenant Contacts: Post-opening Property Manager: - Meets the tenant - Liaison between Leasing, Construction, Marketing, Operations Marketing Director: - Communicates with merchants - Visits merchants frequently - Develops the marketing plan - Plans and executes events - Hires and trains customer service staff

71 BASIC COMMUNICATION b) Landlord Tenant Contacts: Post-opening Maintenance/ Service Charge Liaison: - Meets the tenant - informs about common area charges Retailer Associations: - meets on a regular rhythmus (mostly once a year) - «we» feeling - direct feed-back from tenants - best platform for informing for marketing and positioning

72 BASIC COMMUNICATION c) Types of Communication: The marketing plan - Marketing objectives - Retailer retention plan - Merchant communication plan - The market - Zip codes -Tourism - Competition - Media - Calendar

73 BASIC COMMUNICATION c) Landlord Methods of Communication: The welcome kit: - The formal procedure - Everything you need to know about the center The merchants handbook: - Weekly memos - Newsletters - Center meeting notes - Current marketing promotions - Store listings - Center maps

74 BASIC COMMUNICATION c) Landlord Methods of Communication: Memos Make it visible Newsletters Wednesday newsletter Quarterly newsletter

75 BASIC COMMUNICATION c) Landlord Methods of Communication: The merchants advisory board - Merchants input - Participation - Feedback - Marketing funds - Communication - Advertising funds - Sponsorship

76 BASIC COMMUNICATION c) Landlord Methods of Communication Daily sales programs: - Helps identify trends - Can be cumbersome, time consuming, with limited participation and results Incentive programs: - Special events participation - Employee/ Store of the month

77 BASIC COMMUNICATION c) Landlord Methods of Communication: Merchant meeting: - Formal v. Informal format - Store participation - Guest speakers - Issues related Telefon &

78 BASIC COMMUNICATION c) Landlord Methods of Communication Other meetings: - Annual meetings Celebrate the year s performance Create a special edition of the newsletter Celebrate the holidays, renovation announcements - Category meetings Merchants buy into the plan, Needs bases - Anchor Store meetings

79 RETAILER PARTICIPATION

80 RETAILER PARTICIPATION Participation Strategies Create ways to inspire retailers: Monthly sales increases percentages Acknowledgement of stores Personal notes Prizes Lunch Brainstorming to discuss retailers problems Store visits Committees Encouragement Events and Promotions Joint Marketing Activity

81 RETAILER PARTICIPATION Type of Research (Follow up tactics): - Event evaluation forms - Sales analysis - Tenant surveys - Retailer focus groups - Customer comment cards - Sharing information at merchants meetings

82 RESOURCES FOR INFORMATION

83 Books - Dictionary of Retailing & Merchandising Terms Jerry M. Rosenberg - Essentials or Retailing Michael Levy, Barton A. Weitz - Shopping Center Marketing International Council of Shopping Centers - Shopping Center Tenant Relations International Council of Shopping Centers

84 Useful Websites - International Council of Shopping Centers - National Retail Federation - About.com Guide - Stores Magazine - Entrepreneur Magazine - International Mass Retail Association - Retail Advertising and Marketing Association

85 SUMMARY Q & A s

86 Important: Video / Movies

87 ICSC European Partners ICSC Global Partner ICSC European Partners