Analysis Of Store Operations


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This presentation is prepared by students of MFM, NIFT Delhi to study the basic SOP of Reliance Fresh

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Analysis Of Store Operations

  2. 2. RELIANCE FRESH <ul><li>Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India. </li></ul><ul><li>Headed by Mukesh Ambani. </li></ul><ul><li>The company already has in excess of 560 reliance fresh outlets across the country. </li></ul><ul><li>These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars, dairy products and other FMCG products. </li></ul><ul><li>A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a catchment area of 1-2 km. </li></ul><ul><li>Reliance plans to invest in excess of Rs. 25000 crores in the next 4 years in their retail division. </li></ul>
  3. 3. MERCHANDISE DETAILS <ul><li>Product width: Fruits, Vegetables, Juices and other FMCG Products. </li></ul><ul><li>Product length: Fruits and vegetables both Indian and imported are available. </li></ul><ul><li>FMCG Product length includes detergents, hair products, perfumes, cosmetics, household products etc. </li></ul>
  4. 4. DAILY OPERATIONS OF THE STORE <ul><li>1. Store opens by 5:30 am with the help of guard and the supervisior. </li></ul><ul><li>2. Daily indent of fruits, vegetables and milk products reach by 5:30. </li></ul><ul><li>3. Merchandise laid by the customer associates and makes the store ready for customers by 6:30am. </li></ul><ul><li>4. Store manager updates the opening stock. </li></ul><ul><li>5. Revises the rate list sent by the head office. </li></ul><ul><li>6. Updates the discounts and the promotions on various product categories. </li></ul><ul><li>7. Perishable merchandise are put on discount of 20% after 4 pm. </li></ul>
  5. 5. DAILY OPERATIONS OF THE STORE <ul><li>8. The merchandise is checked properly from time to time by the supervisor. </li></ul><ul><li>9. The house keeping people does the cleaning at least 7 times a days span. </li></ul><ul><li>10. Refrigeration and temperature are checked regularly several times a day by the store manager. </li></ul><ul><li>11. In the later half of the day indent of the next day merchandise is given by the store manager with the help of the supervisor. </li></ul><ul><li>12.In the end closing stock is checked and further details of replenishment is forwarded to the head office by the supervisor. </li></ul><ul><li>13.The cash manager checks the balance and compares it with the sale. </li></ul><ul><li>14. The store gets wind up for customers around 10 pm. </li></ul><ul><li>15. After all the accounting procedures done the operators shut down at 11 pm. </li></ul>
  6. 6. STORE OPERATORS <ul><li>STORE MANAGER </li></ul><ul><li>VISIUAL MERCHANDISER </li></ul><ul><li>CATEGORY HEADS </li></ul><ul><li>SUPERVISIOR </li></ul><ul><li>CASH MANAGER </li></ul><ul><li>CUSTOMER ASSOCIATES </li></ul><ul><li>HOUSE KEEPER </li></ul><ul><li>GAURDS </li></ul>
  7. 7. STORE MANAGER <ul><li>Every reliance fresh has one store manager. </li></ul><ul><li>The store manager is appointed by the HR department of the Centre Head Reliance Fresh. </li></ul><ul><li>Experience required: At least 4 years in retail. </li></ul><ul><li>Pay packet ranges from 12k-20k. </li></ul><ul><li>The undergo a 15 days training sessions before they work on the floor. </li></ul><ul><li>His working hours are 11 a.m to 9 p.m </li></ul>
  8. 8. DAILY WORK PROFILE OF STORE MANAGER IN RELIANCE FRESH <ul><li>He is responsible for day to day operations of the store. </li></ul><ul><li>Coordinate with the store supervisors: His work is to give instructions to the store supervisors. </li></ul><ul><li>Coordinate with the category heads. </li></ul><ul><li>Product management, including ordering, receiving, price changes, handling damaged products, and returns. </li></ul><ul><li>Full check on the inventory control. </li></ul><ul><li>Convey about different promotion schemes to the supervisors. </li></ul><ul><li>Store performance of the day is reported to by him on daily basis to the head office. </li></ul><ul><li>To check the closing stock of all the merchandise and give the indent for the next order accordingly. </li></ul><ul><li>To handle any customer complaints which are not managed by the supervisors. </li></ul><ul><li>He has to inspect and manage all the sales record daily, monthly and annually </li></ul>
  9. 9. VISUAL MERCHANDISER <ul><li>Every store has a visual merchandiser who has to set up the merchandise as per the instructions given by the head office. </li></ul><ul><li>Every store is given a set of standard laying patterns which are supposed to be strictly followed. </li></ul><ul><li>His work is basically to set the merchandise in order to increase the sales of the store. </li></ul>
  10. 10. DAILY WORK PROFILE OF VISUAL MERCHANDISER <ul><li>His job is to communicate with store managers to work out the floor layout and display points, as well as how and what items are to be displayed. It includes: </li></ul><ul><li>His work includes moving merchandise, shelving and putting fixtures. </li></ul><ul><li>Proper presentation of the merchandise kept. </li></ul><ul><li>Taking care of the perishable merchandise and keeping it under proper refrigeration's. </li></ul><ul><li>Proper placements of the promotional schemes and banners on daily basis. </li></ul>
  11. 11. SUPERVISIOR <ul><li>Every Reliance Fresh has two supervisors. </li></ul><ul><li>The supervisor is appointed by the HR department of the Centre Head Reliance Fresh with the help of the store manager. </li></ul><ul><li>Exp. required: At least 2 years in customer service. </li></ul><ul><li>Pay packet ranges from 8k-12k. </li></ul><ul><li>The undergo a 20 days training sessions before they work on the floor. </li></ul><ul><li>His working hours are 8a.m to 11p.m. </li></ul>
  12. 12. DAILY WORK PROFILE OF SUPERVISIOR IN RELIANCE FRESH <ul><li>Coordinate with the cash manager, customer associates, house keeping and security guards and give them instructions. </li></ul><ul><li>Keep a check on the stock as well as the expiry dates of the merchandise. </li></ul><ul><li>Checks about the stock replenishment and sends details to the head office by using the software called “SAP”. </li></ul><ul><li>Reports to the store manager about day to day activities. </li></ul><ul><li>Takes care of the customer complaints. </li></ul><ul><li>He is given incentives to promote products and are also given bonus on crossing sales targets. </li></ul><ul><li>To keep fruits and vegetables in right temperature and moisture. </li></ul>
  13. 13. CASH MANAGER <ul><li>Every reliance fresh has two cash manager. </li></ul><ul><li>The store manager is appointed by the HR department of the Centre Head Reliance Fresh with the help of store manager. </li></ul><ul><li>Exp. required: At least 1.5 years in retail. </li></ul><ul><li>Pay packet ranges from 6k-8k. </li></ul><ul><li>The undergo a 15 days training sessions before they work on the floor. </li></ul><ul><li>His working hours are 6:30a.m to 11 p.m </li></ul>
  14. 14. WORK PROFILE OF CASH MANAGER IN RELIANCE FRESH <ul><li>All the transactions are managed by him. </li></ul><ul><li>He scans the goods that the consumer wishes to purchase. After all of the goods have been scanned, the cashier then collects payment for the goods, make change and handout recipts. </li></ul><ul><li>The place of his operation is known as “Point Of Sale”. </li></ul><ul><li>Software used in Reliance Fresh is called “Retalix”. </li></ul><ul><li>At the end of their shift, he balances the amount of money they have taken in with the total sales recorded. </li></ul><ul><li>At the end of the day he has to collect the cash and get it deposited with Company’s account in ICICI Bank. </li></ul>
  15. 15. CUSTOMER ASSOCIATES <ul><li>Every reliance fresh has 11 customer associates. </li></ul><ul><li>The store manager the customer associates. </li></ul><ul><li>Exp. required:0-6 months. </li></ul><ul><li>Pay packet ranges from 4.5k-5.5k. </li></ul><ul><li>His working hours are 6:30a.m to 11 p.m </li></ul>
  16. 16. DAILY WORK PROFILE CUSTOMER ASSOCIATES IN RELIANCE FRESH <ul><li>To set all the fresh merchandise in the store early morning. </li></ul><ul><li>To put the rate list and price tags on merchandise. </li></ul><ul><li>To help the customers during their purchase. </li></ul><ul><li>Inform about the usage of the product and suggest various other alternatives for his need satisfaction. </li></ul><ul><li>To inform customers about various promotional schemes and discounts at the store. </li></ul><ul><li>To check the refrigeration, temperature at which perishable merchandise is kept. </li></ul>
  17. 17. DAILY WORK PROFILE OF HOUSE KEEPING <ul><li>The house keeping people has the responsibility of the cleanliness and hygiene of the store. </li></ul><ul><li>Every Reliance Fresh Store has at least two house keepers. </li></ul><ul><li>Cleaning is done 7 times a day. </li></ul><ul><li>A regular check on their attendance is kept by the supervisor. </li></ul>
  18. 18. DAILY WORK PROFILE OF SECURITY GUARD <ul><li>Every Reliance Fresh Store has two security guards working in two shifts of morning and evening. </li></ul><ul><li>He comes in the morning to help supervisor to open the shop and lock it in the morning. </li></ul><ul><li>He helps to prevent any kind if theft. </li></ul><ul><li>He checks the bill of the product purchased. </li></ul><ul><li>His pay scale in Reliance Fresh is Rs.3000 pm. </li></ul>
  19. 19. DAILY WORK PROFILE OF CATEGORY HEADS <ul><li>Reliance Fresh has different categories of product hence every categories has a product head. </li></ul><ul><li>There are basically two categories Fruits Vegetables and FMCG Products. </li></ul><ul><li>He helps to lay various promotion schemes and discounts with the help of the head office. </li></ul><ul><li>To inform the store manager about the performance of various products in the store which come under his product categories. </li></ul>
  20. 20. REFRENCES <ul><li>Ajeet Sharma: Store Keeper, Reliance Fresh. </li></ul><ul><li>Shailender Pandey: Supervisor, Reliance Fresh. </li></ul><ul><li>Location: Reliance Fresh. </li></ul>