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PROJECT ON RELIANCE RETAIL
 

PROJECT ON RELIANCE RETAIL

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This project contains a mission of Reliance Retail named as "Project Namaste"...shows impact...and future of Reliance Retail.

This project contains a mission of Reliance Retail named as "Project Namaste"...shows impact...and future of Reliance Retail.

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    PROJECT ON RELIANCE RETAIL PROJECT ON RELIANCE RETAIL Document Transcript

    • PROJECT A STUDY ON EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT RELIANCE FRESH STORES DELHI Submitted by : Name-Tarun kumar Roll Number-F0857 Submitted to: JAGAN INSTITUTE OF MANAGEMENT STUDIES 3
    • CONTENT 1. Student Undertaking……………………………………………………3 2. Company Certificate…………………………………………………...4 3. Acknowledgment……………………………………………………….5 4. Executive Summary…………………………………………………….6 5. Introduction 5.1. Industry overview………………………..…………………………8 5.2. Title Introduction … …………..………………………………10 6. Company profile 6.1 History……………………………….………………………..…......11 6.2 Retail Format in India……………….…………………………..…...15 6.3 Profile of the company……………….………………………………17 6.4 Organizational Structure…………………………………………….18 6.5 List of Key Management Personnel ………………………………...19 6.6 Product Mix of the Company……………………………………….. 21 6.7 Food Retail Chain …………………………………………………...22 6.8 Competitors of Reliaance Fresh…………………………………......23 6.9 Future Plans of the company………………………………………...24 6.10 Challenges for the company………..………………………………25 7. Objectives……………………………………………………………….26 8. Research Methodology……………………………….............................27 8.1. Research design 8.2. Sample Size 8.3. Limitations 9. Data Analysis and findings……………………………………………..28 9.1. Analysis Of Questionnaire 10. Project on Mystry Shopping……………………………………………45 11. Recommendation……….………………………………………………48 12. Appendices ……………………………………………………………..51 4
    • DECLARATION I HEREBY DECLARE THAT THIS PROJECT TITLED EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT RELIANCE FRESH STORE IS SUBMITTED IN PARTIAL FULFILLMENT OF THE POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) TO JAGAN INSTITUTE OF MANAGEMENT STUDIES, NEW DELHI AS A FINAL PROJECT. Project Guide: Company Guide: Mr Subir Sinha Faculty Guide: Ms. Pratima Daipuria By: Tarun Kumar 5
    • CERTIFICATE 6
    • ACKNOWLEDGEMENT The project of this nature is a learning task gave me explosure to understand the retail sector in acute manners and stretching over a period of time, for completing a project like this one takes the effort and quality inbuilt. Although this project report is being brought in my name, it bears an imprint of guidance and cooperation of many individuals. Several persons with whom I integrated have contributed significantly to the successful completion of the project study. In the successful & trouble free completion of my final term project titled “EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT RELIANCE FRESH STORE”, I am grateful to Reliance Retail Limited and all the staff members for giving me all kind of support that I needed . I extend my deepest and sincere thanks to my project guide, Ms. Pratima Diapuria and Ms Shivanjali Singh for the unflinching support and guidance through out the project by which I could manage to enrich my skills and got benefited with the hard core learnings. I would also like to thank all the staff members of store who shared their precious time and experience with me. Last but not the least, I extend my sincere thanks to my Faculty guide and the Institute for providing the help that was needed. 7
    • EXECUTIVE SUMMARY The customer are the only reason why we are in business, so satisfying them will ultimately make our business more profitable.There is a need to highlight the importance of a customer service climate in Value Format Stores.A climate that emphasizes courtesy, competence and a work environment that promotes strong working relationship and empowerment. Intention of this “PROJECT NAMASTE” is to get assistance from customer feedback for not only identify problem areas but will also demonstrate to customers that we care and are proactive in looking for ways to improve the service we provide. The project work includes collecting data as management trainee at Reliance Value Chain.Trainees were assigned two store each.We have to be present at one store everyday.We have to interact with atleast 8/10 customers document the feedback in prescribed format.Include an open ended question at the end,asking them if they have any additional comments or suggestions to make. Most importantly,I collate a report of the questionnaires filled on a daily basis and submit the same on Monday and Thursday with Store Observation Report. My training was went through different phrases which are following : 8
    • PHASE -1: In this phase an extensive training was given to us about basic terminology use in retail work is to be done in any store, which instruments, softwares they use and how they use them. PHASE-2: The next phase was of to interact with the customer and take their feedback on that questionnaire and send the daily report to Reliance haedquater and along with on other side we were assigned one more project named as “MYSTERY SHOPPING” in which we went to different stores of reliance and of its competitors to find out the difference and some special observation and learning. PHASE-3: Analysis was done on the basis of the questionnaire filled up and the suggestions made by the respondents. On further analyzing we found this project named “PROJECT NAMASTE” was really the worth while to understand the retail chain system.Every store is made with particular specialization and we analysed those stores are coming upto standard or not.if not then why and how we can control those deviations. 9
    • INTRODUCTION : OVERVIEW OF RETAIL INDUSTRY : The sale of goods or commodities in small quantities directly to consumers is known as retailing. A "retailer" buys goods or products in large quantities from manufacturers or importers either directly or through a wholeseller and then sells smaller quantities to the end user. Retail is India’s largest industry, accounting for over 10 percent of the country’s GDP and around eight percent of employment. Retail in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. That said, the heavy initial investments required make break even hard to achieve and many players have not tasted success to date. However, the future is promising; the market is growing, government policies are becoming more favourable and emerging technologies are facilitating operations. The Indian retail industry in valued at about $300 billion and is expected to grow to $427 billion in 2010 and $637 billion in 2015. Only three percent of Indian retail is organised. Retailers of multiple brands can operate through a franchise or a cash-and-carry wholesale model. Retailing in India is gradually inching its way to becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping. Modern retail has entered India as seen in sprawling shopping centres, multi-storeyed malls and huge complexes offer shopping, entertainment and food all under one roof. 10
    • The Indian retailing sector is at an inflexion point where the growth of organised retail and growth in the consumption by Indians is going to adopt a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organised retail sector. 11
    • INTRODUCTION TO THE TITLE : “EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT RELIANCE FRESH STORE.” Reliance Retail, Ltd. operates retail outlets in India. Its retail outlets offer foods, groceries, apparel and footwear, lifestyle and home improvement products, electronic goods, and farm implements and inputs. The company’s outlets also provide vegetables, fruits, and flowers. It focuses on consumer goods, consumer durables, travel services, energy, entertainment and leisure, and health and well-being products, as well as on educational products and services. The company was founded in 2006 and is based in Mumbai, India. Reliance Retail, Ltd. operates as a subsidiary of Reliance Industries, Ltd. Intention of this “PROJECT NAMASTE” is to get assistance from customer feedback for not only identify problem areas but will also demonstrate to customers that we care and are proactive in looking for ways to improve the service we provide. The project work includes collecting data as management trainee at Reliance Value Chain.Trainees were assigned two store each.We have to be present at one store everyday.We have to interact with atleast 8/10 customers document the feedback in prescribed format.Include an open ended question at the end,asking them if they have any additional comments or suggestions to make. 12
    • INTRODUCTION TO THE COMPANY : Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products. A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a catchment area of 1-2 km HISTORY : Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling in UP, West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to minimise its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness , with food accounting for the bulk of the business. The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned. 13
    • When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the store’s main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its “farm-to-fork’’ theory. The idea the company spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way. Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that Reliance has rolled out. In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of Apple Specialty Stores branded as iStore, starting with Bangalore. 14
    • Growth through Value Creation With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Group’s foray into organized retail. With a 27% share of world GDP, retail is a significant contributor to overall economic activity across the world. Of this, organized retailing contributes between 20% to 55% in various developing markets. The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. Of this, presently, organized retailing is about 5%. This is expected to grow to 10% by 2011. RRL has embarked upon an implementation plan to build state-of-the-art retail infrastructure in India, which includes a multi-format store strategy of opening neighbourhood convenience stores, hypermarkets, specialty and wholesale stores across India. RRL launched its first store in November 2006 through its convenience store format ‘Reliance Fresh’. Since then RRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08. RRL launched its first ‘Reliance Digital’ store in April 2007 and its first and India’s largest hypermarket ‘Reliance Mart’ in Ahmedabad in August 2007. This year, RRL has also launched its first few specialty stores for apparel (Reliance Trends), footwear (Reliance Footprints), jewellery (Reliance Jewels), books, music and other lifestyle products (Reliance Timeout), auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through ‘Reliance Wellness’. In each of these store formats, RRL is offering a unique set of products and services at a value price point that has not been available so far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing network of 590 stores which operate in 57 cities. During the year, RRL also focused on building strong relationships in the agri-business value chain and has commenced marketing fruits, vegetables and staples that the company sources directly to wholesalers and institutional customers. RRL provides its customers with high quality 15
    • produce that has better shelf life and more consistent quality than was available earlier. RRL has made significant progress in establishing state-of-the-art staples processing centres and expects to make them operational by May 2008. Through the year, RRL also expanded its supply chain infrastructure. The Company is fully geared to meet the requirements of its rapidly growing store network in an efficient manner. Recognizing that strategic alliances are going to be a key driver to its retail business, in FY 2007-08, RRL established key joint ventures with international partners in apparel, optical and office products businesses. Further, RRL will continue to seek synergistic opportunities with other international players as well. This year, RRL will continue its focus on rapid expansion of the existing and other new formats across India. 16
    • Retailing formats in India  Malls: The largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment; all under a common roof. Examples include Shoppers Stop, Piramyd, Pantaloon..  Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors.  Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/Non-perishable goods  Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries, etc. 17
    •  Hypermarts/Supermarkets: Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.examples Big Bazar, Reliance hypermart.  Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium.  MBO’s : Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros. 18
    • PROFILE OF COMPANY : Reliance Retail, Ltd. operates retail outlets in India. Its retail outlets offer foods, groceries, apparel and footwear, lifestyle and home improvement products, electronic goods, and farm implements and inputs. The company’s outlets also provide vegetables, fruits, and flowers. It focuses on consumer goods, consumer durables, travel services, energy, entertainment and leisure, and health and well-being products, as well as on educational products and services. The company was founded in 2006 and is based in Mumbai, India. Reliance Retail, Ltd. operates as a subsidiary of Reliance Industries, Ltd. Headquarters : Bombay Area, India Industry : Retail Type : Public Company Status : Operating Subsidiary Company Size: 10,001 or more employees Founded : 2006 19
    • Organizational structure: ZONAL MANAGER CLUSTER MANAGER AREA MANAGER STORE MANAGER ASSISTANT STORE MANAGER SUPERVISOR COMMERCIAL ASSOCIATE CUSTOMER SERVICE ASSOCIATE 20
    • Popular Profiles at Reliance Retail : Madhumita Mohanty : Deputy General Manager Abhijit Sanyal : EVP & CE - Reliance Home Products Pvt Ltd Prashant Narula : General Manager Devendra Chawla : Vice - President - Business Head , Merchandising Head Prasun Bhadani : Manager - Store operations and NSO Sriram Mahadevan : Concept Head - Reliance Marts & Supers Rakesh Mehta : Commercial Head – North Nageswaran c k : VP, Operations Kanwar Bhawani Singh : Business Head – Reliance Wellness Stores 21
    • PRODUCT MIX AT RELIANCE FRESH : PRODUCT MIX PRODUCT MIX OF RELIANCE FRESH OF RELIANCE FRESH FRUITS &VEGETABLES STAPLE STAPLE PF, BEVERAGE, F&V NON-FOOD FMCG 22
    • Food Retail Chain at Reliance Fresh: 23
    • 24
    • COMPETITORS OF RELIANCE FRESH : 1. BIG APPLE 2. MORE 3. SABKA BAZAAR 4. FAIR PRICES 5. SUBHIKSHA 6. SPENCERS Future Plans : 25
    • The company's flagship chain Reliance Fresh sells staples and food items under Reliance Select Nearly 30 months ago, Reliance Industries announced an ambitious plans to invest Rs 25,000 crore (Rs 250 billion) to expand its stores in the country to take the advantage of organised retail in the country. Initially, the company was planning to open 2,000 stores by 2008, and 5,000 stores by 2010, but due to a delay in delivery of properties, economic downturn and demand slump the company had to scale back its expansion plans. Reliance Retail runs over 850 stores, which include stores for food and grocery, consumer durables, beauty and wellness, jewellery, footwear, among others. Its formats such as apparel chain Reliance Trends, beauty and wellness format Reliance Wellness, consumer durable chain Reliance Digital have private labels or are in the process of launching private labels. "The whole idea of private labels is based on pricing and retailers get enough volumes on their shelf at marginal costing. Retailers have an opportunity to sell their private labels to kirana stores. But it depends on their strategy on pricing and marketing right products," said Naimish Dave, a director with OC & C Strategy Consultants. Challenges facing the Indian Organized Retail sector : 26
    • The challenges facing the Indian organized retail sector are various and these are stopping the Indian retail industry from reaching its full potential. I) Changing Consumer Purchasing Patterns: The behaviour pattern of the Indian consumer have undergone a major change. This has happened for the Indian consumer is earning more now, western influences, women working force is increasing, desire for luxury items and better quality. He now wants to eat, shop, and get entertained under the same roof. All these have lead the Indian organized retail sector to give more in order to satisfy the Indian customer. II) Lack of Retail Space: With real estate prices escalating due to increase in demand from the Indian organized retail sector, it is posing a challenge to its growth. With Indian retailers having to shell out more for retail space it is effecting there overall profitability in retail. III) Shortage of Trained Man Power: The Indian retailers have difficultly in finding trained person and also have to pay more in order to retain them. This again brings down the Indian retailers profit levels. IV) Poor Supply Chain 27
    • It is the supply chain that ensures to the customer in all the various offerings that a company decide for its customers, be it cost, service, or the quickness in responding to ever changing tastes of the customer. The infrastructure in India in terms of road, rail, and air links are not sufficient. This make a poor supply chain and companies have to depend upon warehousing. OBJECTIVES : 28
    • 1. To get a sense of how well your company is serving customers. 2. To quickly reveal customer service problems that need to be addressed. 3. To evaluate the proactiveness of management in daily problems. 4. To evaluate their sales promotions and working mechanism. 5. To find potential opportunities for serving your clients that you may be missing. RESEARCH METHODOLOGY : 29
    • SAMPLE SIZE - In this research, we have to interact with customer comes in the store.On the basis of particular questionnaire.We interacted with more than 150 customers but due to un availability ob all the responses we taken into consideration the responses of 90 respondent. PRIMARY DATA- I collected primary data as I collected responses through QUESTIONNAIRE.So it was the primary source of data collection.Moreover I interacted with customer and interviewed them.So this was the primary data that I have collecte. LIMITATION : - The main constrain was jus interaction with the people who comes to the store. - I was provided with a questionnaire, so scope of some open ended reponse was limited. - I was assigned just two stores,so responses and learning was limited. 1. Was the store entrance welcoming? 30
    • ATTRACTIVE ENTRANCE 60 50 40 ATTRACTIVE ENTRANCE 30 20 10 0 YES NO ANALYSIS AND SUGGESTION : About entarance 63% people are agree that entrance is attractive and 47 % people give nagetive response. Entrance is the area which is an essential factor affect the footfall in the store.It must be clean and litter free to attract the customers.Entrance must be like an invitation to the customer to eagously enter in the store. In my Reliance Fresh Store, Enterance area was little unacceptable feel to the customers.Sometimes I see a lot of trollies resting there but nobody cares.Moreover, there must be some attention generating advertisements or promotion which could provoke customer to come in. 31
    • 2. Was a shopping cart or basket readily available on entering the store? ANALYSIS AND SUGGESTION : About baskets/carts availability, 80% gave positive response and 20 % gave negative response. For ease to carry the products ,carts and baskets must be in the reach of the customers.Most of the customers complaint that almost every baskets contain some dust and litter. They must be clean on daily basis ,it is mandatory….but nobody cares. 32
    • 3. Was the shop free of odor? ANALYSIS AND SUGGESTION : 65 % respondent were agree that store in free from odor but 35 % against this point of view. Some of the customers complained that a lot of junk of garbaze type vegetables were there.Unfresh Fruits and Vegetables be the main reason of odor in the store.A person doesn’t want to even stand on that place where unusual smell comes and from here they purchase food item,u can imagine the impact of the store’s reputation after this incident. 33
    • 4. Were the floors clean? ANALYSIS AND SUGGESTION : Floor area defines the key ambience of the store. 54 % people agree that floor area was clean and 46% people deny this point of view. Floor area is very important aspect from the point of view of ambience.A customer want to see him at a right place for shopping.if floors will be full of dust then, what is the differentiation we are creating in our stores and alocal market shop. Spot fill during the shopping hour is the main reason that a customer point out for a lot of unwanted and unsettled product on the floor. Someway cleaning guy is also responsible for that and as well as other employees of the store. 34
    • 5. Were the shelves & displays clean? ANALYSIS AND SUGGESTION : 61% people disagreed that shelves and display were clean and 39 % people denied this point of view. Clean Display of product and shelves create a differentiation in a store.Most of the customers accept that shelves and the products have a layer of dust on them.Not proper dusting of the store took place on daily basis. Even Back store room got it’s dusting at the time of auditing by the headoffice. 35
    • 6. Were the products fresh/not expired? FRESH PRODUCTS 70 60 50 40 30 FRESH PRODUCTS 20 10 0 YES NO ANALYSIS AND SUGGESTION : 30% of the total respondent agree that fresh product are available but 70% denied that. Fresh product must be available to the consumer because he is paying for that.According to our Research fresh means products must be of 15 days before the expiry date. If it comes to fresh products, most of the consumers said they are not satisfied with the Freshness of products.In F & V Section, most of the vegetable and fruits show the lack of freshness. They don’t put fresh vegetables on daily basis. 36
    • 7. Were the prices marked clearly and accurately? ANALYSIS AND SUGGESTION : 62 % of the people agree with the dislay of price is quite understandable. Every customer cann’t provide an employee from the company to guide them on the detail of price of each and every product.So, an effective display of [price is better option but it must be in that manners which is quite understandable to the customers. 37
    • Somewhere problems like non-display of the price happens.In reliance fresh stores, every product is provided with SEL(Shelf Edge Label) which carries price,date of that label’s attachment and the ENR no of the product. 8. Were the promotion well displayed? PROMOTION WELL DISPLAYED 70 60 50 40 30 PROMOTION WELL DISPLAYED 20 10 0 YES NO ANALYSIS AND SUGGESTION : 72 % of the total respondent satisfied with the promotions of the Reliance Fresh. Promotion are the main reason a person comes in the store.Some people came just for the purchase the promotional items. Promotion must be quite understandable,acceptable and effective.there are more spaces for the promotion.There are not much of the promotion of the products. 38
    • Some promotional ways used by the store are “MANGALWAR KI MANDI”, “MANGO MELA” etc. These are effective but not proper implementation of these promotion make them fail. 9. Were the promotion easy to understand? ANALYSIS AND SUGGESTION : 61% of the respondent agreed on that promotion in the stores are easy to understand. Promotion is only then beneficial if it is understandable if it is not then space and money both are waste. There were a lot of promotion but to make them aware to the customers need employees assistance.Employees must take charge to tell the customer about the on going promotions. 39
    • 10. Did you get all the products what you want,if not then what? PRODUCT AVAILABILITY 49 48 47 46 45 44 43 PRODUCT AVAILABILITY 42 41 40 39 YES NO ANALYSIS AND SUGGESTION : 52% were agreed that all their needed product are available in the store. A store cann’t provide each and every product to the customers but still there was a lack of different brand and packaging options in the store. 40
    • Sometimes if a customer demand a particular product then, most of the times he does not find it’s demanded product available after his request. 11.Were you given a correct receipt? ANALYSIS AND SUGGESTION : 88 % of the respondent said they got correct receipt from the cashier. Most of the time customer get correct receipt but sometimes a little mistake of CSA create big trouble.I see a lot of quarrel due to this reason. 41
    • A little change in the receipt even in some paisas create customer uncomfortable.Some customers complaint that due to the lack proper knowledge of CSA they et incorrect receipt. 12.Did the cashier tender back exact change? EXACT CASH BACK 90 80 70 60 50 40 EXACT CASH BACK 30 20 10 0 YES NO ANALYSIS AND SUGGESTION : 83% of the respondent were agreed that they got exact cash from the counter of billing. Most of the customer complaint that they did not get exact cash because the person on till didn’t have change.So, they try to put bill in Zero figure. 42
    • 13.Did the cashier Thank You while handling the bill? ANALYSIS AND SUGGESTION : 62 % of the respondent said they are not greeted by the cashies. 43
    • First person who interact with the customer at entarance is watchman who must greet to the customers which is not happening.A cashier must give vote of thanks to the customers for shopping in their store. Greeting is an expression which is like an invitation to the customers to come again and again. 14.Time spent waiting in the queue? ANALYSIS AND SUGGESTION : 44
    • 34 % of the respondent spent more than 15 minutes in the queqe waiting for their billing. A customer just hate to be there in the queue.As every product comes under the barcode decoder for their price detection, it takes a lot of time for making a bill. In this case,if a customer comes with a product, then he has to wait for a long time for billing.There is the function in the software in that particular situation but cashier doesn’t knows that how to use that function of software.So training of employees is also a mean to solve this problem. 15.Did you get help from CSA when asked for? ANALYSIS AND SUGGESTION : 45
    • 60 % of the respondent agree that CSA provide the assistance. A customer comes in the store to purchase a procduct or even for just enquiry about something if a CSA can’t escort him but he has to provide him assistance to solve their query. Most of the customer doesn’t purchase the product because of not getting assistance from any employee of the store. 16.Were the staff in dress code and wearing a name badge? 46
    • ANALYSIS AND SUGGESTION : 31 % of the respondent agree that staff is not welk groomed. Some customer complaint that nobody provides assistance to them in the store.Most of the customer use to indulge in the silly talk. They didn’t even think what customer will think, they just talk about the defects in the stores and about the management and that create the negative impact on store’s image. OVERALL SHOPPING EXPERIENCE WITH RELIANCE FRESH : 47
    • ANALYSIS AND SUGGESTION : 11% of the customers gave the Reliance Fresh Services Excellent Rating. 23% of the customers gave the Reliance Fresh Services Poor Rating. 35 % of the customers gave the Reliance Fresh Services Average Rating. 31 % of the customers gave the Reliance Fresh Services Good Rating. Different type of customer convey their different experience in the store. Some feel it’s a good experience, some thinks it’s pathetic all depends on the service part of our store, only that makes the difference. MYSTRY SHOPPING 48
    • Every RELIANCE FRESH STORE is made with a particular vision and it works like a system.But this system is not working upto expectation and defined standard.So to check out where we are lacking behind,we were assigned one more project named as “MYSTRY SHOPPING.” This was the part of our project in which we have to go in reliance fresh store and its competitor’s store as a consumer and find out what are the difference between the workings of these stores. We covered almost all stores of Reliance Fresh and it’s competitors located at North Delhi area.Some of them were big in size some of them were small in size.Some are located in out skirt areas and some are in crowded market. We analyse following stores in North and Central Delhi and in South Delhi :  Reliance Fresh, Rohini.  Reliance Fresh, Pitampura.  Reliance Fresh, shadra.  Reiance Fresh, Paschim Vihar.  Reliance Fresh, Sant Nagar.  Reliance Fresh, Greater Kailash.  Reliance Fresh, Laxmi Nagar.  Reliance Fresh, Arjun Nagar.  Reliance Fresh, Karol Bagh.  Big Apple, Shadra.  Big Apple, Pitampura.  Big Apple, Rohini. 49
    •  Big Apple, Laxmi Nagar.  Big Apple, Paschim Vihar.  More, Karol Bagh.  More, Shadra.  More, Paschim Vihar.  More, Laxmi Nagar.  Fair Prices, Shadra.  Fair Prices, Laxmi Nagar.  Fair Prices, Paschim Vihar.  Sabka Bazaar, Sant Nagar.  Sabka Bazaar, Paschim Vihar. It was notonly about observing different store butalso understanding employees feeling for a customers.In some of the store, we were provided with money also and we purchased the listed items from the stores for getting the idea about availability of product in the stores. We analyse all the Reliance Fresh Store and its competitor’s stores on some fix parameters and compare them to find out where we are lacking behind. Some stores found different way of selling and promotions.Some were totally on the wrong pattern and made us disappointed. Our findings and observation were based on the following parameters : 50
    • 1. Ambience of the store. 2. Different product categories in the store. 3. Prices of different products. 4. Promotional strategies. 5. Employees behaviour. 6. Additional services like home delivery or parking facilities. 7. Reddressal system. 8. Management proactiveness. 9. Product availability. 10.Freshness of products. 11.Store’s own brand popularity. RECOMMENDATION : 51
    • Nobody will ring a bell and tell you to attention the facts that you are entering into such a transition.Its a gradual process.The characterstics of business begins to change.Only the beginning and the ends are clear. So in this situation, how a business manage this transition determine it’s future this phenomenon is call as inflection point. In the market there are some potential customer also giving a punch like FAIR PRICE.Infrastructure and ambiance are not at par but their location is just in front of Reliance Fresh store,Their prices are much lesser, So that is a potential competitor. Things if happen or something has changed,then business need to respond on that. INFLECTION POINT NEW HEIGHTS DECLINE RELIANCE FRESH is at it’s inflection point. 52
    • An inflection point occurs when the old strategic picture diddolved and gives way to new heights.we need to navigate our business. An inflection point comes when we doubt on ourself that where we aree going aren’t we lost? Where growing dissonance between cor[porate statement and operational action.That hints more than normal chaos.Misallingment between what your company think it is doing and what is actually happening inside the box of organization. So, timing is everything, if you undertake these changes while your company is still healthy in which you can experiment with new ways of doing business sothat you can save much more of your company’s strength , your employee and your stretgic position. When any business got into Inflection point, what is most important that is our judgement.Your judgement got you in tough position but it can also get you out.It’s just a question of training your instinct to pick up adifferent set of signals. 53
    • The Inflection Point is a time to wake up and listen. We need to find out the possibilities that what our business is doing can be done in some different way.That different way we have to find. It’s like we need a new paint on the business of same colour but little shiny. 54
    • APPENDICES : RELIANCE RETAIL CUSTOMER SERVICE 1. ENTRANCE : Front Signage-Reliance Fresh Was the store entrance welcoming?(free of dust,not and if visit is after 6PM,lights working.) 2. CARTS/BASKET : Was a shopping cart or basket readily available on entering the store? 3. STORE-CLEANLINESS : Was the shop free of odor? Were the floors clean? Were the shelves & displays clean? 4. PRODUCTS : Were the products fresh/not expired? Were the prices marked clearly and accurately? Were the promotion well displayed? Were the promotion easy to understand? Did you get all the productswhat you want,if not then what? 5. CHECKOUT: Were you given a correct receipt? Did the cashier tender back exact change? Did the cashier Thank You while handling the bill? Time spent waiting in the queue..(specify time in minutes.) 55
    • 6. SERVICE: Did you get help from CSA when asked for? Were the staff in dress code and wearing a name badge? ANY SPECIFIC OBSERVATION/SUGGESTION YOU LIKE TO SHARE : --------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------- ---------------- YOUR OVERALL SHOPPING EXPERIENCE WITH RELIANCE FRESH-- (Tick whichever is applicable) A) Excellent B) Good C) Average D) Poor Name and Signature of Customer : _______________________ Contact No. :_________________________________________ PROJECT- Mystery Shopping Store Code: Store Name: Date: Time: 56
    • Note: Pls put comment in case of 'NO'. COMMENTS Store Ambience Y(1) N(0) Is store entrance area clean and free of litter? ( Front premise & immediate approach road.) Was the signage properly lit in the evening? Was entrance to the store easy to access? (No obstruction near the entrance.) Was the baggage area clean? ( Include a prop, e.g. white bag and deposit it at baggage counter to check the cleanliness of baggage area.) Were the trolleys and baskets clean? ( Run your finger through 2 baskets and 2 trolleys.) Was the store free of bad odor? (If 'NO' specify which area/section of store had foul smell.) Was the floor clean of any liquid spillage? Did you find any unattended items/cartons on the floor? Were the shelves / display clean and dust free? ( Run your finger on 3 shelves.) Was AC working? (Did you feel comfortable after 5mins of entering store) Is Home Delivery number clearly displayed at Store? Did you get drinking water on request? Did you get access to washroom on request? Store Ambience Total Score Section: F&V Product Availability Y(1) N(0) Were desired product available? (100% of F&V shopping basket.) Did the shelves look full? 57
    • Were the products easy to access? (With reference to shopping basket.) Were products of same group placed together? ( Leafies, beans and all varieties of apple.) Were F&V bags on roll/ F&V plastic bowls available? Did someone attend to you at the weighing station within reasonable period of time (say 1 min)? Product Availability Total Score Product Quality/ Freshness Y(1) N(0) Were the products of good quality( not rotten, not broken, free of worms)? Were all the products that you picked up have balance shelf life (pick up any 3 F&V cut SKU packs & check for expiry)? Product Quality/ Freshness Total Score Price ( display and clarity) Y(1) N(0) Were the appropriate SELs in place ( for shopping basket)? Was the price marked clearly on SELs (for shopping basket)? If cut vegetables are stocked in store, do the packets have relevant price tags? Price ( display and clarity) Total Score Promotions Y(1) N(0) Were the promotions well displayed? Was the promotion easy to understand? Promotions Total Score Staff Y(1) N(0) 58
    • Were you greeted by an employee of the section? Was the employee well groomed? Was the staff courteous and helpful? (In case of query/ assistance sought) Did he/she proactively inform you of on-going promotions and offers? Did he/she have knowledge about variety of mangoes? Did he/she make suggestions to cross-sell/up- sell? Staff Total Score Employee name and description:not have ID Section: Staples Product Availability Y(1) N(0) Were desired product available? (100% of Staples shopping basket.) Did the shelves look full? Did you get a choice of brands? (With reference to Staples shopping basket) Did you get more than one choice of pack size? Product Availability Total Score Product Quality Y(1) N(0) Did the products have sufficient shelf life > 15 days? (100% of Staples shopping basket) Were the product free of insects? Was the product visible from the package? (In case of private label) Product Quality Total Score 59
    • Price ( display and clarity) Y(1) N(0) Were the appropriate SELs in place ( for shopping basket)? Was the price marked clearly on SELs (for shopping basket)? Price ( display and clarity) Total Score Promotions Y(1) N(0) Were the promotions well displayed? Was the promotion easy to understand? Were the promotional SKUs available? (100% of shopping basket) Promotions Total Score Staff Y(1) N(0) Were you greeted by an employee of the section? Was the employee well groomed? Was the staff courteous and helpful? (In case of query/ assistance sought) Did he/she have knowledge about defferient varieties of rice? Did he/she proactively inform you of on-going promotions and offers? Staff Total Score Section: PF, Bev.,Confec.,Dairy, F&B Product Availability Y(1) N(0) Were desired product available? (100% of Section shopping basket.) Did the shelves look full? Did you get a choice of brands? (With reference to Section shopping basket) 60
    • Did you get more than one choice of pack size? Product Availability Total Score Product Quality/ Freshness Y(1) N(0) Did the products have sufficient shelf life > 15 days? (100% of shopping basket) Product Quality/ Freshness Total Score Price ( display and clarity) Y(1) N(0) Were the appropriate SELs in place ( for shopping basket)? Was the price marked clearly on SELs (for shopping basket)? Price ( display and clarity) Total Score Promotions Y(1) N(0) Were the promotions well displayed? Was the promotion easy to understand? ( Atleast 2 promotions to be evaluated) Were the promotional SKUs available? Promotions Total Score Staff Y(1) N(0) Were you greeted by an employee of the section? Was the employee well groomed? Was the staff courteous and helpful? (In case of query/ assistance sought) Did he/she proactively inform you of on-going promotions and offers? Staff Total Score 61
    • Section: Non Food FMCG Product Availability Y(1) N(0) Were desired product available? ( 100% of shopping basket) Did the shelves look full? Did you get a choice of brands? (With reference to FMCG shopping basket) Did you get more than one choice of pack sizes? Product Availability Total Score: Price ( display and clarity) Y(1) N(0) Were the appropriate SELs in place ( for shopping basket)? Was the price marked clearly on SELs (for shopping basket)? Price ( display and clarity) Total Score: Promotions Y(1) N(0) Were the promotions well displayed? Was the promotion easy to understand? (atleast 2 promotion to be evaluated.) Promotions Total Score: Staff Y(1) Were you greeted by an employee of the section? Was the employee well groomed? Was the staff courteous and helpful? (In case of query/ assistance sought) Did he/she proactively inform you of on-going promotions and offers? Staff Total Score: 62
    • Announcements Y(1) N(0) Was the announcement clear and easy to understand? Announcements Total Score Washrooms Y(1) N(0) Was the washrooms clean, odor free? Was soap and water available? Washrooms Total Score Check-out experience Y(1) N(0) How many customers were there in queue before you? Please mention time spent in queue. How many total tills were there? How many tills were operational? Was cashier friendly and courteous? Did the cashier ask you for R1card? (If you did not produce it proactively) Situation1: Ask the cashier to void 2 items. Situation 2: Ask the cashier to use SODEXO for Non-Food items. Situation 3: Hand over two notes of Rs 500( if the bill is above Rs 500/-). Situation 4: Ask the cashier for Home delivery of items within 2hr.( But finally cancel this request) Was the cashier able to handle the situation pleasantly? (for situation 1, 2, 3, 4 ) Did the cashier have loose change? (for situation 3) Were you given a correct receipt? Was the promotion running at POS? (100% adherence) Were your items bagged properly? 63
    • Was exact change returned to you? Did cashier smile and thank you for shopping? Did security person stamp your bill at the exit? Check-out experience Total Score Overall Score: Name of Mystery Shopper : SPECIAL OBSERVATION-- 64