Retail Academy: The Reception Area

Two of the most critical areas of our stores are those that manage the inflow and outflow of money and merchandise, and therefore, where each operation must be handled very delicately. We are undoubtedly talking about the cashier area where sales are generated and the reception area, where all the merchandise we sell in supermarkets enters.

Focusing on the reception area, it is very important to actively follow some non-negotiable rules to avoid possible losses. The figure of the Reception Manager must be considered equal to that of the Cashier or checkout Manager because if one handles the flow of money, the other is managing the flow of merchandise, which obviously has significant monetary value.

The reception area must also set an example for the rest of the store in terms of cleanliness and order, being completely cleared daily at the end of merchandise delivery operations. 

Having a disorganized reception area is synonymous with certain merchandise losses. Following the daily cleaning plan is mandatory because it is an area with access doors and also where damaged products are removed, creating a risk of possible infestations.

One of the critical points within the receiving area is the reception process of perishable products (fruits, vegetables, meats, deli, fish). It is recommended that, when receiving fresh products, the Reception Manager always be accompanied by the area manager receiving them.


  • Fresh products should be received in the early hours of operation; if not, negotiate with suppliers (it is very important to receive fruits and vegetables, meats, and fish from 6 am to 8 am at the latest).
  • The manager of each fresh products area will monitor the arrival temperature of their orders to ensure that the cold chain is not broken. This reception should go directly from the refrigerated truck to the store’s cold rooms.
  • Likewise, it will be the responsibility of the manager of each perishable area to check the quality of the products upon arrival and, if they do not meet the appropriate quality, be willing to reject the order.

In short, we cannot overlook reception in our stores because everything we sell in them comes through there, and any carelessness or lack of follow-up is paid for with negative consequences for the economy of our business or with the loss of customers.


  • Keep reception doors and unloading docks closed when not present.
  • Validate all deliveries/receptions, physical supplier invoice vs. received merchandise, and then enter it into the system as actual inventory.
  • Properly manage all returns to suppliers to charge in the system (expired products, damaged, wrong deliveries, etc.).
  • Control the access order of each external personnel for merchandise deliveries, avoiding overcrowding of people in the reception area.
  • Keep track of DSD suppliers (direct deliveries without store orders according to stock needs), providing them with an access card to their entrance and also registering their exit from the store through the reception door.

Read more: The Retail Academy: The Meat Department