GOOD PROSPECTS FOR THE UNDERGRADUATE

The growth of job opportunities in the retail sector is reflected in the increased starting salary offers reported by the most recent College Placement Council Salary Survey. While starting salary offers showed an overall nine-month increase of 2.6 percent for undergraduate business administration majors, bachelor's degree candidates who focused upon retail or merchandise management saw their starting salaries increase by 4.2 percent. These starting salaries averaged $21,981 and ranged upwards to over $26,000.

The retail industry offers a variety of opportunities for new graduates from many academic disciplines. "An individual can start a career in retailing right out of college with no graduate degree," counsels Dr. Addis Taylor of Florida A&M University. "In addition to base salary, pay incentives can continue to multiply based upon sales performance." Taylor asserts that the retailing sector is the only place where there is a direct compensation for the volume and quality of work done. Thus, employees without a graduate degree have an opportunity to boost their pay through outstanding performance.

OPPORTUNITIES FOR THE MBA CANDIDATE

Moreover, master's degree candidates reaped even higher rewards. Their starting salaries averaged $40,000-$44,000. In some cases, starting salaries went as high as $60,000 for MBAs with full-time work experience. However, these master's candidates are generally hired to work in brand management at the headquarters of large corporations such as Procter & Gamble or Johnson & Johnson.

These MBAs are often expected to fit in the product management teams immediately. Most of the training is on-the-job. For example, at Johnson & Johnson a newly hired MBA may be given an 18-month assignment followed by six weeks of sales training. After the training, a higher level 18-month assignment is offered. Successful completion of these assignments places the MBA squarely on the road toward product director and brand manager.

Target, the upscale discount store owned by Dayton Hudson Corporation, has a relatively more structured program for training MBAs. Each recruit spends approximately three months gaining an overview of advertising, distribution, inventory management, and merchandising positions at Target. In less than two years, the employee has an opportunity to manage a $30 million to $100 million business as a buyer and, later, as a senior buyer. In these positions, national and international shopping are required to identify retail trends and to develop merchandising and advertising strategies. The successful manager is also involved in product development, financial planning, and vendor relations.

PREPARATION FOR THE RETAIL-ORIENTED CAREER

Careers in retail sales offer promising opportunities for people-oriented, service-oriented individuals. Retail sales personnel are the undisputed frontline troops in the final phase of actually getting customers to spend their hard-earned dollars to obtain a company's products and services. "The ultimate advantage in retail sales is customer service," says Professor George R. Auzenne of Florida A&M University (FAMU). "There is an art and there is a science to customer service. When translated to academics, this includes analytical and communications skills. "

Auzenne and Taylor have established an innovative University Retail Center within FAMU's College of Arts and Sciences to make retail careers available to undergraduates from a wide variety of academic disciplines. The Center is supported by major retail organizations such as JC Penney and Wal-Mart. At the Retail Center, professors teach students the importance of understanding demographic trends, Auzenne says. "Students have to understand population trends, statistics and changing lifestyles. Students should read the Fortune magazine segment called "Selling" to know what the trends are. They need to understand the present and emerging technologies of selling."

Auzenne urges students to understand and prepare for selling in the 21st century, including selling in cyberspace. Adds Taylor, "Computerized information can readily tell the retail manager what is required in terms of labor, inventory, etc." Newhouse agrees by saying that retail-oriented students must know at least the basics of computer science. As our economy becomes increasingly technologically-oriented, the sky is the limit for persons who can apply the high-tech, information-based skills for a successful career in retail sales.

Newhouse also advocates courses in philosophy, sociology, and psychology for the student to learn how people think. These courses will help the retail employee understand and interact with the customers.

This viewpoint is echoed by Ruby Johnson, a branch bank manager for Barnett Bank, the largest bank headquartered in the state of Florida. The retail sales functions of the branch banker include the attraction of deposits, the making of loans and the selling of packaged or bundled accounts as well as affiliate products such as trust and brokerage accounts. Banks offer training programs for aspiring branch managers. These programs include both classroom and on-the-job training. As a retail banking service provider, Johnson offers this advice: "Know the needs of your customers. Be there for a purpose. Exhibit patience, and be willing to go that extra mile."

Johnson supervises 10 staff persons, including two other managers. "Sometimes the retail manager is called upon to resolve a friction between a customer and a staff member. I must be able to take the customer's viewpoint, while still being in support of my staff," notes Johnson. In her 12 years with Barnett Bank, Johnson has developed the philosophy that it is important to master the art of being consistent with customers while recognizing and adapting to the different needs and desires that different customers bring to the retail establishment. "Be flexible in dealing with customers," advises Johnson. As Auzenne puts it, "Interactive skills are needed for store managers to be good communicators."

To meet the analytical requirements of a good retail manager, Newhouse suggests that students take accounting and business organization for a good basic background in the language and culture of business. The following courses are also helpful to any business activity:

	(1)	general marketing	

	(2)	business law

	(3)	general management 

	(4)	economics

To truly excel in retail management, specialized courses are very helpful. These include courses such as merchandising, retail mathematics, and retail buying. Adds Dr. Charles L. Evans of FAMU's School of Business & Industry, "The marked growth of general merchandisers, such as department stores, discount houses, chains, and 'warehouse-showroom' stores, has brought about greater emphasis on professional training as part of the preparation for a career in retailing."

Hallmark Cards, Inc. provides many opportunities for advancement in the field of retail sales, beginning with its in-depth training program. Retail sales assignments begin with the assignment of a territory under the guidance of a sales manager. Territories are determined by population density, geographic location, and volume considerations. These territories may consist of several counties and may include from 25 to 60 established accounts. The Hallmark retail sales representative, also called the field representative, is expected to meet and exceed sales objectives both by increasing the volume of sales to existing accounts and by opening new accounts. Other responsibilities include the training of retail store personnel in sales and merchandising techniques and in inventory control procedures. Finally, the field representative must develop sales strategies, individual store advertising and other marketing programs aimed at the retail customer. Successful performance as a field representative can lead to advancement opportunities as a manager both in the field and at corporate headquarters.

Students should join retail and marketing clubs. They should be active participants in organizations that provide opportunities for working with people from a variety of backgrounds. It is important to be in positions to meet people and to make decisions. Newhouse tells her students to go to different retail establishments, look at the displays, critique the service, and critique the atmosphere. She tells her students to actively consider ideas for improvement in any retail store.

Co-ops provide another opportunity to gain useful experience. Students would benefit from an internship or co-op with a department store or any type of retailer. Many firms offer internships both in the United States and abroad. Part-time jobs with a retail business will provide needed exposure and give students ideas about whether they want to pursue careers in the retailing industry. Even fast-food restaurants offer useful retail experience.

L. C. Frederick has parlayed his expertise in working with the public into a diverse group of retail businesses throughout the state of South Carolina. Frederick believes that it is important to bring to the public a sincere effort to serve. "We are here not only at the point of sale, but at the point of service," he remarks. "Service is a key factor. Always keep an even-tempered demeanor. I don't believe that courtesy or sincerity will ever be outdated"

Frederick and Johnson stress the importance of hard work and high ethics. Johnson's staff all have her home telephone number. They can call her anytime significant problems arise. She has sometimes pitched in to work as a teller or even sweep the floor in an emergency. Declares Frederick, "You must bring to the task an insatiable desire to succeed in achieving your goal. Set goals high and don't minimize your efforts." He reminds students to think positively and avoid listening to naysayers who try to discourage your efforts.

"Whatever you do, give it your all," urges Johnson. "Your best will always stand out."
 

• National Mass Retailing Institute
  570 7th Avenue
  New York, New York 10018

• Sales and Marketing Executives International
  Statler Office Tower
  Cleveland, Ohio 44115

• National Retail Merchants Association
  100 West 31st Street
  New York, NY 10001

• American Marketing Association
  222 S. Riverside Plaza
  Chicago, Illinois 60606