WP1: MARKET RESEARCH-RETAIL TRADE IN BASQUE

COUNTRY

ALAVA CHAMBER OF COMMERCE

ALAVA CHAMBER OF COMMERCE

• INDUSTRY/ NUMBER OF RESPONDENTS• Fashion: 5

• Household goods: 5

• Optics/ hearing aids: 4

• Food stores (groceries, butcher, fish shop): 6

• Body care: 3

• Others (jewellery, photo, sports): 5

28 companies with 36 establishments.

ALAVA CHAMBER OF COMMERCE

0 1 2 3 4 5

Others

Optics / Hearing aids

Body care

Household goods

Food stores

Fashion

Part-time employees ApprenticeSeller / Employees Managing directorOwner

CHAMBER OF COMMERCE OF ALAVA

INTERNET ACCESS

 

• Private: 82,4%

• In the office: 58, 2%

• No access: 6,2%

  

ALAVA CHAMBER OF COMMERCE

FURTHER EDUCATION IN THE LAST 5 YEARS

 

• Both management and employees attend training courses every year, except in food stores.

• Store merchandising, selling techniques and customer service are the areas in which they have received more education in the last years.

  

ALAVA CHAMBER OF COMMERCE

 

Type of education that suit most:

Lecture: 11%

Course/ training: 76%

E-learning: 13%

ALAVA CHAMBER OF COMMERCE

E-LEARNING AS FURTHER TRAINING

- Yes, in leisure time: 35%

- Yes, during business hours: 27%

- No: 38%

ALAVA CHAMBER OF COMMERCE

AREA OF EDUCATION THAT COULD BE PROVIDED BY E-LEARNING

 

• Work with PC: 62%

• Communication with customer: 33%%

• Sales/ promotion merchandise: 27%

• Legislation in the retail sector: 26%

• Complaints solving: 6%

  

ALAVA CHAMBER OF COMMERCE

MOST ENERGY INTENSIVE AREAS:

With customers: 81%With the boss: 12%With colleagues: 7%

ALAVA CHAMBER OF COMMERCE

• IMPORTANCE OF QUALIFICATION ISSUES FOR YOUR EMPLOYEES:

• Basic selling techniques: 95% very important/ 5% important• Handling difficult customers: 72% very important/ 28% important• Presentation/ motivated buying behaviour: 75% very important/ 25% important• Indivudual coaching: 20% very important/ 45% important/ 35% not important• Team coaching: 30% very important/ 45% important/ 25% not important• Time management: 31% very important/ 54% important/ 15% not important• Motivation and goal setting: 71% very important/ 29% important• Preventing shoplifting: 48% very important/ 40% important/ 12% not important• Identifying and preventing loss: 58% very important/ 25% important/ 17% not imp.

ALAVA CHAMBER OF COMMERCE

• Working with emotions and stress: 55% very important/ 25% important/ 20% not imp.• Working with computers: 12% very important/ 40% important/ 48% not important• Teamwork: 72% very important/ 25% important/ 3% not important• Building foot traffic: 55% very important/ 21% important/ 24% not important• Store merchandising: 80 very important/ 16% important/ 4% not important• Customer loyaltity programs: 65% very important/ 33% important/ 2% not imp.• Workplace safety: 72% very important/ 26% important/ 2% not important• Point of sale placements: 56% very important/ 39% important/ 5 not important

ALAVA CHAMBER OF COMMERCE

• REASONS FOR REJECTING E-LEARNING:

• Too impersonal: 67%• No dialogue: 15%• Not interested: 10%• No feedback possible: 5%• No direct control with the product: 3%

ALAVA CHAMBER OF COMMERCE

CONCLUSIONS:

• Course/ training is the kind of education they prefer.• E-learning is valorated as a complement to reinforce the contents• Almost all of them are convinced of the importance of attendance training

courses.