Sales & Marketing
The issues raised in sales and marketing are many and varied but we are only concerned here with the legislation and the action required by retailers and their staff to ensure compliance with the law.
It cannot be over-emphasised how important it is for managers and supervisors to have a thorough knowledge of the products they sell and the way legislation imposes restrictions on the sale and marketing of specific goods (e.g. on pricing, "use by" and "best before" labelling and "under-age sales").
First though it is appropriate to refer back to basic principles and consider The Sale of Goods Act 1979 (as amended). Managers and supervisors should feel confident that they can deal appropriately with issues raised by customers as well as being capable of instructing sales staff on correct selling procedures in accordance with the legislation.
Managers and supervisors should also be conversant with compliance controls (Quality/Compliance) and Customer Service .
As for retail sales assistants there can be a perception by some people that they have simply taken the job as an easy option and without much interest in the products they sell or the level of service they provide to customers.
However, as those in the Convenience Store Sector know, our sales staff cannot afford to adopt such a blasé attitude to their job because if they get it wrong, particularly where under-age sales are concerned, they personally can be held criminally liable for their actions as well as taking the risk of putting their employer out of business and losing their job.
Sales staff must be made aware of the legislation relating to their particular role and this will include some or all of the following:
The Sale of Goods Act 1979 (as amended)
Prices Act 1974 and Price Marking Orders
Food Safety Act 1990 and Food Hygiene Regulations
Food Labelling Regulations 1996
Medicines Act 1968 (as amended)
Alcohol
Cigarettes and other tobacco products
Fireworks
Knives
Lottery tickets and scratch cards
Petrol
Solvents and lighter refills
Spray paints
Video tapes and DVDs
All sales staff should have at least a basic knowledge of consumer law (e.g. a customers right to a refund and when that right does not apply.)
Also they should have basic knowledge of pricing (e.g. over-charging, sale pricing, price reductions and pricing errors.)
Food safety and food hygiene should obviously have a top priority but the extent of appropriate training will depend on the nature of each individual job. A first step might be to acquire a copy of the Guide published by the Food Standards Agency. See the above click on for Food Safety Law.
Even for the most dedicated retailer Food Labelling can be difficult to understand but all sales staff should at least be clear on the terms " use by " and "best before " Clicking on above to the Food Labelling Regulations is worthwhile just for that purpose.
So far as medicines are concerned it is very important for retailers to have a clear policy on the sale of aspirin and paracetamol based on the above mentioned legislation and to ensure that all sales staff are aware of that policy.
We now come to the issue of under-age sales and no retailer or any member of the sales staff should be in any doubt about the heavy responsibility placed on each of them to protect themselves from possible criminal proceedings and/or on the spot fines and/or ultimately closure of the business.
It is suggested that sales staff study the offences that can be committed by clicking on above to" Under Age Sales." Appropriate systems, procedures and training programmes should be in place and these should be regularly monitored and, where necessary, updated.
In respect of alcohol the first port of call for help and guidance should be the ACS Also attendance at the Association's Licensing Forums is well worthwhile.
News and magazine sales are not subject to legislation but Codes of Practice exist and special considerations are necessary in regard to home deliveries. The Association of News Retailing (ANR) the news and magazine arm of the ACS can help with any problems
The essential guidance given to staff will depend, of course, on their particular job and the nature and extent of their responsibilities. They must be fully trained and periodically re-trained for due diligence purposes.
For training available to ACS members click on to Training.
Other areas that should not be overlooked when considering sales and marketing are:
All PBS information sheets are designed to provide the detail you need to implement best business and employment practices. They are not a detailed commentary on the current law and where advice is needed in a specific case you should contact PBS for expert consultation.
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