For enquiries, please contact us at info@infinity-hq.com or call us on +971 55 875 2588

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RETAIL MANAGEMENT MASTERCLASS

Retail excellence: A 360 view


Media Rotana, Dubai

28 - 29 July 2019

overview

The retail industry is invariantly critical to the growth of the global economy. The rapid evolution of the global retail marketplace and continuous advances in technology have created a multitude of avenues for customers to consume goods and services. The Retail Management Masterclass is designed to equip participants with the essentials of retail management knowledge, international retailing expertise, brand development and operating in a global environment.

The program follows a unique structure that exposes students to an in-depth understanding of the retail industry using textual readings, case studies and practical insights and management skills supported by real-world simulations leading to rewarding careers in the retail industry.
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Upon successful completion of this subject, the participant should be equipped with the tools to perform the following:

• To create a retail strategy plan
• To be able to assess and correct existing retail businesses who are facing problems
• Participants will develop their presentation skills to be able to confidently put across their ideas
• Participants will be able to create powerful mood boards to express their ideas

This is a very practical class where participants apply relevant theories to creating their own ideas. Learning here is intensive and will have a 360 degree approach to learning how to design, manage, and implement a retail plan.

LEARNING OUTCOMES

  •  Acquire an in depth understanding of retail strategy design and implementation
  •   Justify the major components of the retailing plan
  •   Understand store layout strategies and location choice and growth strategies
  •   Address the marketing mix for a retailer and how to manage multiple stores
  •    Address the communication mix for retail and budgeting methods
  •    Understand Omni channels, multichannels, and the role of technology
  •    Explore and appreciate the different state of the art technologies in retail
  •    Evaluate merchandise management strategies tools and formulae
  •   Assess specific retail marketing management problems, challenges and solutions
Attendee Profile
  • Retail managers | Individuals looking to make a career switch into retail | Entrepreneurs looking to start their business in retail.
  • Register Now

INSTRUCTOR PROFILE

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Dr Nermeen Mustafa is an industry expert in luxury brands and retailing and has worked with a number of brands to help them optimize their market position. Dr Mustafa is a university professor where she holds postgraduate lectures on the topic of retail management, marketing communication and social marketing. She holds a PhD from the university of Cass Business School London and started by specializing in the field of perfumery branding and retailing. One of the most rewarding aspects of her career is delivering and facilitating knowledge, sharing her professional and industry experience through stories and cases in order to add value to the lives of young and aspiring professionals in the field.


Workshop starts in:

Agenda

08:30 AM

COFFEE AND REGISTRATION


 
09:00 AM

SESSION 1 (RETAIL STRATEGY)


1. What is retail, what is strategy? How does one decide on their retail strategy and where do you begin with the plan? We will set the foundation of this masterclass by clarifying the supply chain, the value chain, the distribution channel and where retailers fit in the big picture. What value does a retailer add and how can a retailer compete for customer loyalty? We will also discuss innovative cases from the real world.
a. What is a retail strategy and what are the different parts of the plan
b. Where do retailers fit in the big picture of the supply chain/distribution channel and value chain
c. How do you decide your retail strategies
d. The positioning map and your strategic group
e. Types of products/ services and how they help determine your plan
 

10:30 AM

NETWORKING BREAK


 
10:50 AM

SESSION 2 (MULTI CHANNEL RETAILING)

After the break we will spend the first 30 minutes on the following:
- Zooming in: Case discussion and task brief
This part will address multi channels versus omni channels and why retailers are increasingly moving towards this.
a. How to create a competitive edge as a retailer
b. Retailer types and their strategies
c. Centralised versus decentralised channels
d. Innovative forms of retail
e. Innovative models from Dubai and the rest of the world

12:30 PM

NETWORKING LUNCH

 
01:30 PM

SESSION 3 (LOCATION TYPES AND DECISION)


This section will address the strategic importance of location choice and how this can have an impact on the retail success
a. Location types
b. Location types in Dubai
c. Location type decision variables and trade offs
d. Linking location types with product/ service types
e. Linking location types with retailer type
 

03:00 PM

COFFEE BREAK


 
03:20 PM

SESSION 4 (CREATING A RETAIL PLAN)

This is a practical part where students start to build a retail strategies with close guidance we will then discuss those plans and suggest improvements.

a. Elements of the retail plan
b. What is a mood board
c. What are the trade offs of various decisions
 

04:50 PM

CLOSING REMARKS


 
09:00 AM

SESSION 1 (TARGET CUSTOMER DECISIONS)

a. Segmentation targeting and positioning
b. How do you decide your target segment?
c. The impact of target customer choice on retail strategy
d. In depth discussion on existing brands and their current strategies
 

10:30 AM

NETWORKING BREAK


 
10:50 AM

SESSION 2 (CREATING AND MAINTAINING CUSTOMER LOYALTY)

This section will address how retailers can create customer loyalty, how to measure the value of a customer and how to design and implement an effective loyalty scheme.
- Customer relationship management
- Tools and technique for assessing your customers
- Collecting and analysing data
- Classifying your customers
- Creating and implementing a loyalty/reward scheme
 

12:30 AM

NETWORKING LUNCH


 
01:30 PM

SESSION 3 (THE SENSORY FACTORS AND EMOTIONAL CONNECTION WITH CUSTOMERS)

The first 30 minutes of the session Zooming in: (case study discussion on a successful example of CRM) This will be followed by reflection on what customers look for in a retailer, and how to win the hearts and minds of customers today.

This part of the session will address all the sensory elements that are factored in a store design and how they can be used in harmony with the retail strategy and target customer choice in order to build an emotional connection with the brand
a. What sensory elements and how to decide on which one
b. Psychological factors
c. Online environment and customer engagement
d. Creativity, innovation and new technology in store design
 

03:00 PM

NETWORKING BREAK


 
03:20 PM

SESSION 4 (STORE LAYOUT STRATEGIES)

The first 30 minutes will be a quick show casing of student’s retailer ideas and their mood boards

Here we will address the three main types of layout strategies and their impact on customer loyalty and retailer success
a. An introduction to the three store layout strategies
b. The link between layout and retailer type
c. The link between the layout and product type
d. Layout strategy and customer loyalty
e. The decisions variables in store layout decisions
 

04:50 PM

CLOSING REMARKS


 

Registration

Early bird Offer - Register before 24 July and get AED 600 off

Standard Fee – AED 3000
Fee includes – course material, certificate of participation, breakfast/ lunch and refreshments.

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For further information, please contact us: info@infinity-hq.com or call us on +971 55 875 2588

Venue


Media Rotana, Dubai, United Arab Emirates