Experience: 15+years in retail sales/operations, with multi-store management experience
Education: Graduation / (MBA preferred)
Industry: Hypermarkets, Supermarkets, Fashion Retail, FMCG Retail, Organized Retail Chains
Location: Panchkula and Gurgaon (majorly travelling to stores)
Key Responsibilities:
Area Sales Manager (Retail Operations)
1. Store Operations & SOP Compliance
- Ensure all Standard Operating Procedures (SOPs) are followed at all stores under supervision.
- Conduct regular store audits to check compliance on cash handling, inventory management, customer service, and safety protocols.
- Address and resolve operational bottlenecks to enhance store efficiency.
- Maintain hygiene standards as per company policies in every store.
- Implement systematic opening and closing checklists at each store.
2. Sales Performance & Revenue Targets
- Ensure each store achieves its Daily Bill Targets (DBT) by actively monitoring store performance.
- Drive Average Ticket Size (ATS) improvement by implementing upselling and cross-selling strategies.
- Identify stores with lower-than-expected revenue and implement corrective actions.
- Analyze sales trends and customer buying behavior to make data-driven decisions.
- Ensure timely execution of promotions and in-store marketing activities to boost sales.
3. Inventory Management & Stock Replenishment
- Monitor inventory levels and ensure timely stock replenishment based on demand forecasting.
- Identify and prevent damage, expiry, and pilferage of inventory by enforcing best practices.
- Plan and execute liquidation strategies for dead stock to minimize financial loss.
- Conduct cycle counts and stock audits to maintain inventory accuracy.
4. Team Management & Training
- Conduct regular team meetings to align employees with sales and operational goals.
- Implement structured training programs for store staff, covering:
- Customer service excellence
- Product knowledge & selling skills
- Store SOPs and hygiene standards
- POS system usage and billing efficiency
- Focus on team grooming standards, ensuring every employee adheres to company guidelines.
- Identify high-potential employees and groom them for store leadership roles.
5. New Store Openings
- Assist in the setup and launch of new stores, ensuring smooth operations from Day 1.
- Coordinate with procurement, HR, and marketing teams for staffing, stocking, and promotions.
- Train new employees and managers on store SOPs and company policies.
6. Marketing & Customer Engagement
- Plan and execute Below-the-Line (BTL) marketing activities, including:
- In-store promotions and discounts
- Localized marketing initiatives (flyers, pamphlets, SMS campaigns)
- Customer engagement activities (loyalty programs, contests, sampling)
- Oversee Above-the-Line (ATL) marketing efforts, including brand advertising, hoardings, and digital promotions.
- Implement strategies to increase store footfall by targeting local customer segments.
- Ensure customer grievances are resolved promptly, enhancing retention and brand loyalty.
7. Performance Monitoring & Reporting
- Track and analyze store performance metrics, including:
- Conversion rates and footfall trends
- Staff productivity and absenteeism
- Customer feedback and satisfaction levels
- Submit weekly/monthly performance reports to senior management with action plans for improvement.
8. Loss Prevention & Security
- Implement loss prevention measures to minimize theft and operational shrinkage.
- Ensure adherence to store security protocols, including CCTV surveillance and staff monitoring.
- Investigate and resolve stock discrepancies and pilferage cases in a timely manner.
9. Warehouse & Category Coordination for Supplies & Customer Demand
- Work closely with the Warehouse Manager to ensure:
- Timely stock dispatches and replenishments to stores based on sales trends and demand.
- Coordination for resolving supply chain disruptions affecting store availability.
- Accurate stock tracking to prevent understocking or overstocking.
- Collaborate with the Category Incharge to:
- Align store inventory with customer demand patterns and seasonal trends.
- Suggest changes in product assortment based on store sales performance.
- Ensure prompt action on fast-moving and slow-moving product categories.
- Implement a data-driven approach for stock planning based on real-time store needs.
10. Compliance & Legal Adherence
- Ensure stores comply with government regulations, including GST, FSSAI, and labor laws.
- Monitor staff adherence to safety protocols and conduct regular safety drills.
