Is Retail Still A Relevant Sales Strategy?

by Cheryl Sum

Why You Should Attend This Course

In today’s digital age and changing consumers’ behaviours, many are convinced that this is the death of retail shops and malls. Nowadays, businesses are looking at integrating e-commerce directly into their business platform and artificial intelligence is going to be taking over majority of the job functions. While the business arena is changing, we are indeed going through the fourth Industrial Revolution, this is however a myopic view.

Retail will remain as an omni-channel marketing and sales strategies for many businesses, but indeed, businesses can no longer use outdated mindsets and methods if they want to survive in this new business world. Today, businesses must have clarity on their marketing and sales strategies and channels to achieve the most important objective. That is; the ability to generate sufficient profits. This has to start from the ability to appeal to its target consumers and putting the consumers at the centre of the business.

This course looks into the various case studies of retail giants: why some fail over time and some survive against the odds of the changing business landscape. Most importantly, these failure and success stories all have lessons we can learn and insights for us to draw reference to, so that we do not repeat the common pitfalls. The need to focus on the fundamental of a building a successful business in this fast-paced, ever-changing business world fuelled by technology and digital aids.

At the end of the lesson, learners are expected to:

  1. Identify the current challenges faced by businesses
  2. Understand the concepts of omni-channel marketing
  3. Examine the changing trends, behaviours and preferences of consumers
  4. Examine the common mistakes and success factors of other businesses
  5. Identify which marketing and sales method works for their context
  6. Learn what it means to put the consumers at the centre of the business
  7. Devise an omni-channel marketing plan for their business / company

This course will examine the common mistakes made by companies that led to their downfalls and decrease in market shares and how learners can adapt and adopt some of the successful strategies by studying how consumers have changed the way they engage with businesses that led to buying behaviours.  

Learners will learn the concepts of omni-channel marketing and how they can adopt and make it relevant to their businesses. This course will also explore how businesses should monitor their sales performances to gain better understanding of their consumers and to increase market shares and sales.

This course covers theories as well as application to case studies and is crafted and contextualised to businesses where learners will learn through a combination of lectures, case illustrations and group work.

  1. Business owners
  2. Salespersons
  3. Marketers

Cheryl Sum is a consultant and corporate trainer who specialises in areas of marketing, sales strategies and performance improvement. Some of her clients include Property Developers and Small, Medium Enterprises (SMEs) across various sectors in Singapore, Malaysia, Thailand and Vietnam.

To date, Cheryl has worked closely with businesses to provide marketing, branding and public relation solutions, and is actively coaching and training business proprietors and salespersons to improve sales performances. In 2017, Cheryl was appointed as business coach for a start-up incubator program, an economic initiative supported by the Saigon Innovation Hub in Ho Chi Minh, Vietnam where she coached and consulted in areas of business and sales channels strategies.

Cheryl is also an Associate Lecturer who conducts digital marketing and real estate courses in tertiary institution. Cheryl has been conferred the Advanced Certificate in Training and Assessment (ACTA) accredited by Workforce Singapore.


24 Sep 2021

Course Fee


The class offers in-class or virtual learning
  • Time: 9am – 5pm
  • MIS Member enjoy 10% Discount
  • Register for 8 or more participants to enjoy 10% Group Discount