Unit 4 Advertising & Sales in Retail Scheme of Work
Learning
outcomes
1. Know how
promotional
techniques are
used to increase
sales in a retail
business
Topics
Suggested Resources
Activities
Techniques: product placement; Information sheets : IS 4.1 Aims of retail promotions, IS 4.2
display; financial incentives; in- Financial incentives
Web Sites: www. businesslink.gov.uk, go to sales & marketing
store environment; after sales
Induction: Activity on
Carrier Bags
4.1.1 Product
placement
Product Placement: brand
name; trade name/marks;
packaging; use of
health/lifestyle info;
endorsement by celebrities
4.1.2 Endorsement
Display of goods: emphasis;
location; lighting; colour; sound;
space; staff
Financial incentives: discounts;
multi-packaging; special offers;
loyalty cards; delivery,
warranties
In-store environment: colour;
lighting; temperature; corporate
image, restaurants, information
points; presentation of staff;
staff training
BTEC First in Retail: Unit 4 SOW
and then to Advertising: the basics, www.adassoc.org.uk
information centre
Case Studies: Clark’s Jewellers
Publications: In-store Magazine, see June 07 p23 – key article
Information sheets: IS 4.3 Product placement, IS 4.4 Retail
Brands
Publications: Retail Week, Marketing magazine
Web Sites: www.brc.org.uk
Case Study: CS4.1 Comet
Information sheets: see 3.1.3
Publications: Retail Week, In-store magazine
See list of resources for Unit 3
Information sheets: IS 4.2
Guardian Unlimited: 19/7/03 the card up their sleeve – a 2 part
article on Loyalty cards
www.igd.com/consumer - free fact sheet on loyalty cards in
supermarkets
Information sheets: IS 4.5 In-store environment
Publications: In-store magazine
Web sites:www.in-storemagazine.co.uk, www.igd.com/in-store
The In-store show held every year in June at Earl’s Court is well
worth a visit
See list of resources for Unit 3
4.1.3 Matching cards
4.1.4 Loyalty Cards
4.1.5 Investigate
Promotional
Techniques
4.1.6 Bringing in the
Punters
Learning
outcomes
2. Understand
how advertising
is used to
increase sales in
a retail
business
Topics
Types of advertising: TV; radio; print; cinema;
billboards/posters; direct mail; internet
Competitive analysis; Target markets; timing of
advertising ; local/national advertising
Reasons for increasing sales: immediate sales;
attracting customers into store; building customer
loyalty; improving product knowledge; promoting goodwill
for retailer
Ways of increasing sales: in-store activities; seasonal
promotions; cause related marketing; promotional
techniques as listed in 4.1
BTEC First in Retail: Unit 4 SOW
Suggested Resources
Information sheets: IS 4.6
Below the Line, IS 4.7
Promotional mix
Publications: Marketing
magazine, ‘A successful ad
campaign has revived fortunes
of M & S’ :Guardian newspaper
6/11/06
Web Sites: www.tutor2u.net –
presentations on advertising &
promotion
www.igd.com/consumer - free
factsheets/research
www.businesslink.gov.uk,
www.adassoc.org.uk,
Case Studies: Clark’s Jewellers
Activities
4.2.1 advertising quiz
4.2.2 Promotional plan
4.2.3 Public Relations
4.2.4 Above the line
4.2.5 Consumer Survey
of promotional
incentives
4.2.6 Promotion
objectives match
cards
Learning
outcomes
3. Understand
the effects of
increasing sales
in a retail
business
Topics
Increased efficiency: higher utilisation of floor space;
more efficient utilisation of staff; more efficient
utilisation of equipment
Increased profitability: lower break even sales through
lower fixed costs; lower unit variable costs through bulk
buying; more retained profit for re-investment; improved
ability to raise finance; improved ability to reward
stakeholders; improved market share; improved
competitiveness
Suggested Resources
IS 4.9 Effects of increasing
and decreasing sales –
teachers’ notes
Publications: Retail Week, A
good selection of broadsheet
newspapers
www.theretailbulletin.co.uk
BBC Working Lunch lesson 5 –
Breaking Even
www.tutor2u.net – digital
posters for GCSE on Break
even analysis
IS 4.8 Breaking Even
IS 4.10 Increasing/decreasing
Sales
Activities
4.3.1 Research into
retailers’ sales
4.3.2 Break even
Costs of increasing sales: holding more stock; increased
wages bill; additional overheads
Learning
outcomes
4. Understand
the effects of
falling sales in a
retail business
Topics
Effects of falling profitability; reduced
competitiveness; inability to reduce prices; reduced
marketing budget; reduced stock, staff; inability to pay
fixed costs; lower investment; reduced ability to
negotiate with suppliers; possible bankruptcy or
liquidation
BTEC First in Retail: Unit 4 SOW
Suggested Resources
As above
Activities
As above