Inglês para o varejo: vocabulário essencial

"stockroom"

A back-of-store area used to store inventory before it is placed on the sales floor.

"Can you check the stockroom for any extra sizes of this jacket we have in the back?"

"planogram"

A diagram or blueprint that specifies how and where products should be displayed on shelves.

"The visual merchandising team updated the planogram to highlight the new seasonal arrivals."

"footfall"

The number of customers who enter a retail store during a specific period of time.

"Saturday footfall was 40% higher than the previous weekend thanks to the promotional event."

"shrinkage"

The loss of inventory due to shoplifting, employee theft, administrative errors, or supplier fraud.

"The store manager reviewed the quarterly audit after shrinkage exceeded the acceptable threshold."

"replenishment"

The process of restocking shelves or display areas with new product when existing stock runs low.

"The night team completed replenishment so the shelves were fully stocked before opening."

"end cap"

A display unit placed at the end of a store aisle, often used to showcase promotional or featured products.

"The soft drinks brand paid for prominent end cap placement during the summer campaign."

"open-to-buy"

The amount of budget a buyer has available to purchase new merchandise within a given period.

"With strong sell-through last month, the buyer had extra open-to-buy to invest in accessories."

"markdown"

A reduction in the original retail price of an item, typically to clear slow-moving stock.

"Management authorised a 30% markdown on winter coats to free up floor space for spring stock."

"upselling"

Encouraging a customer to purchase a more expensive version or upgrade of the product they are considering.

"The sales associate practised upselling by suggesting the leather version when the customer picked up a canvas bag."

"cross-selling"

Recommending complementary or related products to a customer who is already buying something.

"The cashier used cross-selling by suggesting a phone case and screen protector when the customer bought a new handset."

"loyalty programme"

A scheme that rewards repeat customers with points, discounts, or exclusive benefits to encourage continued shopping.

"Members of the loyalty programme received early access to the sale and an extra 10% discount."

"customer journey"

The full sequence of interactions a customer has with a brand, from first awareness through to purchase and beyond.

"The retail team mapped out the customer journey to identify where shoppers were dropping off before checkout."

"returns policy"

The rules a retailer sets out governing when and how customers may return items for a refund or exchange.

"The store's generous returns policy — 60 days with no questions asked — boosted customer confidence."

"rapport"

A friendly, trusting relationship built between a sales associate and a customer through conversation and attentiveness.

"The top-performing associate consistently built rapport with first-time shoppers, turning many into loyal regulars."

"dwell time"

The amount of time a customer spends inside a store or in front of a particular product display.

"Analytics showed that dwell time at the fragrance counter increased after the new testers were introduced."

"escalation"

The process of passing a difficult customer complaint or issue to a more senior member of staff for resolution.

"After failing to satisfy the customer herself, the associate carried out an escalation to the duty manager."

"SKU"

Stock Keeping Unit — a unique alphanumeric code assigned to each distinct product variant for inventory tracking.

"The warehouse team scanned each SKU to confirm the delivery matched the purchase order."

"just-in-time"

An inventory strategy where stock is ordered and received only as it is needed, minimising storage costs.

"The just-in-time model reduced warehouse costs but left the chain vulnerable when the supplier faced delays."

"lead time"

The total time between placing an order with a supplier and receiving the goods in the store or warehouse.

"Long lead times from overseas manufacturers forced buyers to commit to orders months in advance."

"dead stock"

Merchandise that has not sold and is unlikely to sell, taking up valuable storage or floor space.

"The buyer reviewed the dead stock report and decided to donate unsold items to charity rather than pay to store them."

"sell-through rate"

The percentage of a product received from a supplier that is actually sold within a given time period.

"A 90% sell-through rate on the new trainer collection exceeded expectations and triggered a reorder."

"purchase order"

A formal document sent by a retailer to a supplier that authorises the purchase of specific goods at agreed prices.

"The finance department raised a purchase order before the buyer confirmed the seasonal clothing delivery."

"backorder"

A customer order placed for an item that is currently out of stock but will be fulfilled when new stock arrives.

"The popular console was on backorder for six weeks due to global component shortages."

"cycle count"

A periodic inventory auditing process where a subset of products is counted on a rotating basis rather than all at once.

"The assistant manager ran a cycle count every Tuesday to maintain accurate stock records without closing the store."

"window display"

A decorative arrangement of merchandise in a shop's front window, designed to attract passers-by into the store.

"The Christmas window display drew crowds of shoppers who stopped to photograph it before entering."

"focal point"

A key visual element in a store display intentionally designed to draw the customer's eye first.

"A large illuminated sign above the new collection served as the focal point of the entire floor layout."

"gondola"

A freestanding shelving unit with display space on both sides, typically used in the centre aisles of a supermarket or large store.

"The team rearranged the gondola positions to improve the flow of traffic through the grocery aisle."

"hero product"

A single featured item given prominent display space to represent a collection or drive traffic to a category.

"The new perfume was positioned as the hero product of the autumn launch, displayed on a standalone podium."

"colour blocking"

Arranging products by colour on a display to create a bold, visually appealing presentation that guides the customer's eye.

"The knitwear rail was arranged using colour blocking, moving from neutrals on the left to bold tones on the right."

"point of sale"

The location in a store where a customer makes a purchase; also used for promotional materials placed near checkouts.

"Small point of sale cards next to the register highlighted the add-on accessories available at checkout."

"fixture"

Any piece of permanent or semi-permanent equipment used to display merchandise, such as a rail, shelf, or mannequin.

"The new fixtures installed in the denim section allowed more styles to be displayed face-out for better visibility."

"hot spot"

A high-traffic area in a store where customers are most likely to stop and engage, making it valuable for promotional displays.

"The entrance table is the biggest hot spot in the store, so it always features the highest-margin seasonal items."

"RRP"

Recommended Retail Price — the price a manufacturer suggests a retailer should charge for a product.

"The electronics retailer regularly sold the television below RRP to attract price-conscious shoppers."

"keystone pricing"

A pricing method where the retail price is set at exactly double the wholesale cost, resulting in a 50% gross margin.

"Small boutiques often rely on keystone pricing to keep margin calculations simple and consistent."

"loss leader"

A product sold at or below cost to attract customers into a store, with the aim of generating profit on other purchases.

"The supermarket used whole roast chickens as a loss leader every Friday, knowing families would fill their baskets."

"promotional bundle"

Two or more products sold together at a combined price lower than buying them separately, encouraging larger purchases.

"The promotional bundle of shampoo, conditioner, and hair mask sold out within days of the launch."

"price anchoring"

Displaying a higher original price next to a sale price to make the discount appear more significant to the customer.

"By showing the original £120 price struck through next to the sale price of £60, the store used price anchoring to drive conversions."

"clearance sale"

A sale offering heavy discounts designed to clear remaining end-of-season or discontinued merchandise quickly.

"The clearance sale reduced remaining winter stock by up to 70% to make room for the spring range."

"dynamic pricing"

A strategy where prices are adjusted in real time based on demand, competitor pricing, or other market factors.

"The online retailer used dynamic pricing to automatically lower prices on slow-moving items each evening."

"basket size"

The average number of items or total value of goods purchased per customer transaction.

"The buy-two-get-one promotion was designed to increase average basket size during the quiet midweek period."

"click and collect"

A service allowing customers to buy online and pick up their order from a physical store or designated collection point.

"Over half of online orders during the sale were fulfilled through click and collect to avoid delivery charges."

"omnichannel"

A retail approach that provides customers with a seamless shopping experience across all channels — online, mobile, and in-store.

"The retailer's omnichannel strategy meant a customer could check stock online, reserve in-store, and return via post."

"conversion rate"

The percentage of website visitors or store customers who complete a purchase out of the total number who visited.

"A redesigned product page lifted the online conversion rate from 2.1% to 3.4% within two weeks of going live."

"abandoned cart"

When an online shopper adds items to their digital shopping basket but leaves the site without completing the purchase.

"An automated email reminder reduced the abandoned cart rate by 18% by nudging shoppers to return and check out."

"fulfilment centre"

A large warehouse facility where online orders are received, packed, and dispatched to customers.

"The retailer opened a new fulfilment centre near the motorway to reduce delivery times to next-day across most of the country."

"last-mile delivery"

The final stage of the delivery process, from a local hub or depot to the customer's door — often the most complex and costly part.

"The biggest challenge in urban e-commerce is last-mile delivery, where costs are high and customer expectations are demanding."

"returns rate"

The percentage of sold items that are sent back by customers, a key metric in e-commerce profitability.

"The fashion retailer struggled with a 40% returns rate driven by customers ordering multiple sizes and keeping only one."

"marketplace seller"

A third-party retailer or individual who sells products through a large platform such as Amazon or eBay rather than their own website.

"As a marketplace seller on Amazon, the brand gained access to millions of shoppers without building its own logistics network."