Great Place To Work®                                                                                     Conference       ...
Arvind Brands is a well known brand in the Indian                            market              Arvind Brands and Retail ...
The retail industry face many challenges ..            Ensuring customer’s shopping experience is delightful –           ...
and Arvind Brands had some more!               How do we ensure consistency in service standards in                servic...
The need for change was compelling ..              Industry growing very fast, danger of missing the bus              Su...
and the strategy for change was simple              Leadership in the marketplace was contingent in achieving the         ...
1. Develop frontline workforce                                                                  Arvind University         ...
1. Develop frontline workforce – Arvind Retail                                 Academy                                    ...
1. Develop frontline workforce                2. Arvind Leadership Academy               Offered to employees who demonst...
2. Engage frontline workforce- the need for an                           employer brand        • Concept-                 ...
2. Engage frontline workforce- other advantages of                 building the employer brand        • Reinforced the imp...
2. Engage Corporate Team – The 3 Es of the                             Employer Brand           Experience                ...
2. Engage frontline workforce – The 3 Es of the                    Employer Brand - Experience                            ...
2. Engage Corporate Team – The 3 Es of the                        Employer Brand - Efficient       Business Drivers       ...
2. Engage Corporate Team – The 3 Es of the                       Employer Brand - Enjoyable                               ...
2. Engage frontline workforce- summary of the                        Employer Brand - SMILE        S - Salary and incentiv...
2. Engage workforce- keep repeating the brand                             messages        1. Brand message # 1 – Arvind’s ...
3. Ensure ownership and support of managers         • Deliver clear and measurable business results                 – Lear...
The 3 pronged strategy of Arvind Brands has started                     delivering results – to employees..      Happines...
and to customers,..           Mystery Customer Survey:          Over the last 12 months, the ‘Mystery Customer Survey’ ha...
and to the Organization           Profit Margin and Inventory Turns:          The Profits of 2011-12 were 2.23 times that...
Key Takeaways        • Be clear about your target group        • Link your development agenda to business results        •...
Global Headquarters                                       India Office                                           Join the ...
Upcoming SlideShare
Loading in...5
×

Arvind Brands and Retail- August 2012

5,197

Published on

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
5,197
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
51
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Arvind Brands and Retail- August 2012

  1. 1. Great Place To Work® Conference Case Study – Arvind BrandsCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  2. 2. Arvind Brands is a well known brand in the Indian market Arvind Brands and Retail Limited is one of India’s most well known brands in fashion apparel. A Product to suit every Pocket !Copyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  3. 3. The retail industry face many challenges ..  Ensuring customer’s shopping experience is delightful – number one driver of brand loyalty  Ensuring adequate range of products to suit a wide section of customers  Ensuring adequate knowledge of the frontline retail workforce  Ensuring employee retention in an industry where attrition is very high The key differentiator is the behaviour of the frontline staff and their willingness to stay longerCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  4. 4. and Arvind Brands had some more!  How do we ensure consistency in service standards in service standards between company owned and franchisee owned stores?  How do we ensure ownership of store managers to developing frontline workforce? Overriding questions for Arvind Brands were how can frontline retail workforce live the brand and does the HR have the credibility to drive the change?Copyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  5. 5. The need for change was compelling ..  Industry growing very fast, danger of missing the bus  Sustaining growth dependent on frontline workforce who also constitute 85% of total workforce  Senior management, including Retail Operation Managers committed to delivery of superior customer experience Opportunity, rather than threat, was the key driverCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  6. 6. and the strategy for change was simple Leadership in the marketplace was contingent in achieving the following: 1. Develop frontline workforce to enable them to deliver superior customer experience. 2. Engage frontline workforce to retain them longer. 3. Ensure Ownership and support of managers. HR was able to demonstrate that the above will impact both top line and bottom line.Copyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  7. 7. 1. Develop frontline workforce Arvind University Arvind University comprises of three parts: 1. Arvind Retail Academy 2. Arvind Leadership Academy 3. Arvind Functional Expertise AcademyCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  8. 8. 1. Develop frontline workforce – Arvind Retail Academy Induction Level 0 GUEST Level 1 Product Training Arvind Retail Academy Advanced Selling Level 2 Techniques- O2, ABC,CLAP Retail Success Formulas - PQRS PQRS Friedman TrainingCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  9. 9. 1. Develop frontline workforce 2. Arvind Leadership Academy  Offered to employees who demonstrate leadership potential.  Arvind Express 3. Arvind Functional Expertise Academy  Caters to employees other than those at the stores, behind the scenes. Eg. Wine and fashion forum – for apparel designersCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  10. 10. 2. Engage frontline workforce- the need for an employer brand • Concept- Consumer Brand loyalty Brand & & repeat Product Recall purchase • Application- Employer Higher retention and Brand & more discretionary Product Recall workCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  11. 11. 2. Engage frontline workforce- other advantages of building the employer brand • Reinforced the importance of branding at Arvind Brands • Introduced the flavor of fun to HR processes and practicesCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  12. 12. 2. Engage Corporate Team – The 3 Es of the Employer Brand Experience + Efficient + EnjoyableCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  13. 13. 2. Engage frontline workforce – The 3 Es of the Employer Brand - Experience Portfolio of brands across all market Brands segments and categories Retail Operations Techniques and tools of retail operations Supply Chain Complex supply chain managementCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  14. 14. 2. Engage Corporate Team – The 3 Es of the Employer Brand - Efficient Business Drivers (PEAK) Top 5 Co.s Values (SILC) HIP – High in retail Impact Operational Performance Efficiency Best in Class Drivers (SMART) Financial Metrics Will Do AttitudeCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  15. 15. 2. Engage Corporate Team – The 3 Es of the Employer Brand - Enjoyable Series of fun activities spread over 3 weeks in December culminating in Family day. Exclusive and informal capability building and engagement forum for all apparel designers across the company.Copyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  16. 16. 2. Engage frontline workforce- summary of the Employer Brand - SMILE S - Salary and incentives on time M- Medical benefits I - Involve & Recognise L- Learning and Development E - Enjoyable workplaceCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  17. 17. 2. Engage workforce- keep repeating the brand messages 1. Brand message # 1 – Arvind’s 3 Es 2. Brand message # 2 – The HIP Model 3. Brand message # 3 – Never stop learning @ Arvind University 4. Brand message # 4 – SMILECopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  18. 18. 3. Ensure ownership and support of managers • Deliver clear and measurable business results – Learning & Development – Talent acquisition at stores • People Development – part of KRA of heads of retail operations • Area/ store managers are the trainers- Train the trainer to equip them Key message- “Finding and keeping people is the responsibility of the store manager”Copyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  19. 19. The 3 pronged strategy of Arvind Brands has started delivering results – to employees..  Happiness Index Over the last 3 financial years (2009-10 – 2011-12) has gone up by 40% as measured in retail stores.  Attrition From 40% in 2009-10 to 15% as on June 2012.  Increase in Number of Achievers Number of employees appearing in the “Hall of Fame” has doubled over the last twelve months.  Monthly Incentives The number of employees earning Monthly incentives has increased from 30%-35% to 60% over the last two years.  Arvind Express The number of employees becoming Asst. Store Manager from Customer Service Agent increased from 2 in 2009-10 to 20 in 11-12Copyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  20. 20. and to customers,..  Mystery Customer Survey: Over the last 12 months, the ‘Mystery Customer Survey’ has shown that the customer satisfaction has gone up from 74 % overall to 80% in the brand stores. Sales per square feet at brand stores increased 1.36 times in a span of two yearsCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  21. 21. and to the Organization  Profit Margin and Inventory Turns: The Profits of 2011-12 were 2.23 times that of 2009-10, while Inventory Turns went up by 1.15 times over the same period.  ROCE: Return On Capital Employed went up 1.45 times in two years.  Expansion: The number of stores as of March 2012 were twice the number as of March 2010. Total Retail Space as on March 2012 went up by 1.75 times over the preceding two yearsCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  22. 22. Key Takeaways • Be clear about your target group • Link your development agenda to business results • Branding of HR initiatives helped in communicating effectively to the last person in the store • Keep things simple – lest it scares away the target group. • Measure the People- Service- Profit link The key is to answer the question, “ What’s in it for our people?”Copyright ©2012 Great Place To Work® Institute, Inc. All rights reserved
  23. 23. Global Headquarters India Office Join the conversationCopyright ©2012 Great Place To Work® Institute, Inc. All rights reserved greatplacetowork.in
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×