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Analysis of Customer Non-Buying Behaviour,
Floor Display Options & Retail Store Operations,
Conversion Drive Project, Mark...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
DRIVE PROJECT, MARK...
ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION
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Sandip barman - summer internship report 2015 at Reliance Retail Kolkata

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SIP @ Reliance Trends Avani Mall

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Sandip barman - summer internship report 2015 at Reliance Retail Kolkata

  1. 1. Analysis of Customer Non-Buying Behaviour, Floor Display Options & Retail Store Operations, Conversion Drive Project, Market Assessment & Competitors Analysis for Reliance Trends. Submitted by SANDIP BARMAN 14A3HP610 MARKETING & OPERATIONS INTERN RELIANCE RETAIL PRESENTED TO Mr. ARNAB BASU & Mr. SUPRATIK SENGUPTA (COMPANY GUIDE) RELIANCE RETAIL & Prof. KAUSHIK BHATTACHARYA (FACULTY GUIDE) IMT-Hyderabad 9th of June ‘2015
  2. 2. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 1 - COPYRIGHT NOTICE Copyright © 2015 by SANDIP BARMAN All rights reserved. No part of this report may be reproduced in any form or by any means without written permission form the publisher.
  3. 3. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 2 - FORWARDING LETTER RELIANCE RETAIL PVT. LTD. CORPORATE & REGISTERED OFFICE: RELIANCE INDUSTRIES LIMITED Makers Chambers – IV, Nariman Point, Mumbai 400 021, India Sir This report as a part of the academic requirement has been prepared for Reliance TRENDS conducted over a period of 14 weeks. The report has been bifurcated into four phases. The first phase is about the market research conducted over a period of one month on the customers who entered the store but left the store without purchasing anything, the second phase deals with the retail floor operations and also the floor display options, and the third phase is all about the project that I was allotted by my company mentor to monitor the staffs and also help drive the conversion rate to a desired percentage while the last and the fourth phase is about analysing the marketing and sales activities that the direct competitors of Reliance Trends are coming up with. It has been a challenge and pleasure in working for this report. I got a deeper insight on this section of Market Research and the project I was allotted under the guidance of Mr. Supratik Sengupta, Mr KedarNath Mukherjee & Mr. Arnab Basu. Thanking you, Yours sincerely SANDIP BARMAN (INTERN) RELIANCE RETAIL
  4. 4. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 3 -
  5. 5. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 4 - PREFACE This report talks about the different kind of activities that was conducted by me over the period of 14 weeks as my internship tenure and also dealt with Market Research, Competitors Analysis, Basic Floor Operation and was also assigned a project to help improve the conversion rate at the store. The project has been bifurcated into four phases: PHASE-1: It deals with conducting a primary market research in the premise of Reliance Trends wherein a customer who left the store without purchasing anything was asked various questions as to what led them not purchasing from Reliance Trends. PHASE-2: It deals with the basic floor operations and also the other display options that Reliance Trends have in their stores. PHASE-3: It is about the project that I was allotted by my Company Guide and that he asked me to monitor and help drive the conversion rate at the store that was gradually declining and was a matter of concern for them. PHASE-4: It deals with developing a report of Reliance Trends’ direct competitors at Avani Mall viz. Pantaloons, Max & Fashion at Big Bazaar (FBB). The report reflects the advertisement and sales activities, the competitors were coming up with, at different times of festive seasons.
  6. 6. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 5 - ACKNOWLEDGEMENT This project would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. Firstly I am grateful to Mr. Arnab Basu (Senior Manager - HR) and my mentor Mr. Supratik Sengupta (Regional Manager - Marketing) & Mr KedarNath Mukherjee (Zonal Training Manager) for taking out time from his gruelling schedule to guide me step-by-step and also entrusting upon me his confidence and providing me with a chance to get an on-the-job experience in the field of Marketing Research and also assigning me the Project to deal with. Also, I would express my sincere gratitude to Ms Punam Halwasia (Store Manager) and Mr Manas Banerjee (Department Manager) for being kind enough and there for everything I needed. I am also thankful to Prof. Kaushik Bhattacharya for his endeavours towards providing continuous guidance to help build an understanding of the practical aspects of the work, gain knowledge & valuable experiences for my Summer Internship Training. I am grateful to him for his outreaching support and help in building a motivating work environment and inculcating a feeling of constantly striving to achieve higher goals. I consider this Summer Internship at Reliance Retail as a crucial learning period of my life. I am deeply indebted to the entire staff of Reliance Trends for providing all the support whenever required. Without the willingness, suggestions and insights of my mentors and the entire sales staff, this project would not have been completed. At the end my sincere regards to my parents, brother and few of my friends who have directly or indirectly helped me in my project. Thanks to one and all!! - SANDIP BARMAN IMT-HYDERABAD (14A3HP610)
  7. 7. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 6 - TABLE OF CONTENTS S No. Particulars Page No. 1 Copyright Notice 1 2 Forwarding Letter 2 3 Preface 3 4 Acknowledgement 4 5 Table of Contents 5 6 Introduction – Reliance Retail 7-8 6. a Subsidiary & Division 8 6. b Introduction to Reliance Trends – Mission, Vision & USP 9 7 Introduction, Industry Background, Analysis Of The Survey Conducted And The Competitors Report 10 7. a Abstract 10 7. b Background 11 7. c Retail Scenario 10-11 8 Rationale 12 9 Objectives of Study 13 10 Phase 1: Market Research 14 10. a Research Objectives 14 10. b Research Methodology 15 10. c Sample Design 15 10. d Key Observation 16-18 11 Phase 2: Basic Floor Operation and Display Options 19 11. a Introduction to Reliance Trends 19 11. b ‘AGES’……….for dealing customers at Reliance Trends 20 11. c Hierarchy of Reliance Trends 21 12 Department and their products under Reliance Trends 22 12. a Men’s 22 12. b Women’s 24
  8. 8. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 7 - 12. c Kid’s 25 13 Rationale 25 14 Basic Floor Operations 26 14. a Some Basic Display Options 27 14. b Electronic Article Surveillance 30 14. c Customer Service Desk 31 15 Brand Allotment and its Product Assortment 33 15. a PUREZA 33 16 Phase 3: Conversion Drive Project 36 16. a Conversion Improvement Drive 38 16. b Results of the Project Undertaken 50 17 Phase 4: Competition Data Report 51 17. a Pantaloons 51 17. b Max 54 17. c Fashion @ Big Bazar 56 18 Employer Engagement Activity 58 19 Appendix 59 20 References & Bibliography 62
  9. 9. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 8 - INTRODUCTION RELIANCE RETAIL RELIANCE RETAIL LIMITED INFORMATION Type Subsidiary Founded 2006 Headquarters Reliance Industries Limited, Nariman Point, Mumbai, India Number of location 2000 retail stores (as of October 2014) Area Served India Key people Mukesh Ambani (Chairman and MD) Damodar Mall (CEO) Shawn Gray (COO) Revenue INR 160 billion (US $2.5 billion) Parent Company Reliance Industries Limited Divisions Reliance Fresh, Reliance Digital, Reliance Retail etc. Website www.ril.com/html/business/business_retail.html Overview Reliance Retail Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and based in Mumbai, it is the largest retailer in India in terms of revenue. Reliance Industries Limited is an Indian conglomerate holding company headquartered in Mumbai, Maharashtra, India. The company operates in five major segments: exploration and production, refining and marketing, petrochemicals, retail and telecommunications. RIL is the Second-largest publicly traded company in India by market capitalisation and is the second largest company in India by revenue after the state-run Indian Oil Corporation. The company is ranked No. 99 on the Fortune Global 500 list of the world's biggest corporations, as of 2013. RIL contributes approximately 14% of India's total exports. Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited under Mukesh Ambani, is Reliance Group’s foray into organized retail. RRL is based on the growth strategy of backward integration, and it generates inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers.
  10. 10. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 9 - RLL is the second largest retailer 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. Across India, Reliance Retail serves over 2.5 million customers every week. Its loyalty program, "Reliance One", has the patronage of more than 6.75 million customers. Subsidiaries & divisions There are over 45 Subsidiaries & divisions of Reliance Retail. Following is the list of major divisions:  Reliance Fresh - Retail outlets of fruits, vegetables & groceries. This division is yet to become profitable.  Reliance Digital - Consumer Electronics retail stores. It had 689 stores in October 2014.  Reliance Jewels - Jewellery; It had revenues of approx. Rs. 8 billion in financial year 2012-13.  Reliance Trends, Reliance Footprint and Reliance Living - Apparel and Clothing. It had revenues of approx. Rs. 16 billion in financial year 2012-13.
  11. 11. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 10 - Introduction to Reliance Trends Reliance Trends is an Indian retail chain for apparel and accessories. Reliance Retail Limited runs the Reliance Trends Stores in India. Reliance Retail Ltd is a 100% subsidiary of Reliance Industries Limited. The stores are spread across the country. The first Reliance Trends Store was opened on 2007 in Gurgaon. Reliance Trends launched its private label of garments ‘NETPLAY’, ’NETWORK’, etc. to create its own identity and creation towards the customer benefits, Mr. Damodar Mall, the CEO of Reliance Trends, Limited. Number of stores of Reliance Trends year by year: Year No. of Stores (India) Year No. of Stores (India) 2007-2008 3 2012-2013 76 2008-2009 7 2013-2014 104 2009-2010 9 2014-2015 132(Already Crossed) in 2014) 2010-2011 23 2015-2016 167 2011-2012 48 2016-2017 202 Vision of Reliance Trends:- Democratic fashion, enrich the quality of life Indian Households by giving them access to quality fashionable clothing at extreme. Mission of Reliance Trends:- To be India’s largest apparel retailer and the dominant player in the Indian retail store market. USP of Reliance Trends:- Q - Best Quality. F- Latest Fashion. T – Patented Technology. V – Value for Money.
  12. 12. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 11 - INTRODUCTION, INDUSTRY BACKGROUND, ANALYSIS OF THE SURVEY CONDUCTED AND THE COMPETITORS REPORT Abstract Today, “CUSTOMERS” are very significant factors in companies management with the power to change their short-term and long- term polices and strategies. Therefore enough knowledge of environment, expectations of customers and their desires are very important to find the best explanation for facing un-expected behaviours of customers and then behave in such a way to change the mind of customers in the direction of companies’ profit. It’s an art to absorb customers by using different techniques in order to manoeuvre companies’ policies ahead of them. Traditionally, the sales force is the firm's main means of customer contact, and thus the amalgamation of selling activities is critical. Salespeople not only serve as customer relationship managers to bolster company profits through selling, but they also act as customer feedback conduits to enrich other important activities of the firm-such as product design, customer service, production, and research and development. Such relationship management activities have been touted as central to a firm's growth. Indeed, they have spawned a number of related technologies that have changed the way salespeople build and maintain customer relationships.
  13. 13. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 12 - Background Once upon a time the business of world was war. The focus has since been shifted. Now economies are competing for ‘CONSUMERS’. Man has decided to enjoy the fruits of the labour of previous generations. Old order is giving way to a new order- 'serve Consumer for a profit'. Of many things that go into making this a reality, Multi-Brand Retail surely occupies a very high spot. In its more than a century old history, Organized Retail has proved that it is the ultimate 'clearing house' of 'demand-n-supply', mother of the concept of ‘marketing’ and more. Today people look for better quality product at cheap rate, better service, better ambience for shopping and better shopping experience. Organized retail promises to provide all of them. Retail Scenario Retail Business is a global business. Retail business grew between 25% - 30% percent in India and 13 percent in fast growing economies China and Russia. Global retail industry has been expanding to new markets for a few years now. It is not a secret that retail business is one of the most actively developing sectors of national economy. Besides territorial extension retail chain now tends to create new formats of retail outlets in order to gain more customers. With the increase in the purchasing power of the people the retail business is sure to flourish. Retail business is all about the study of the relationships of customer satisfaction, customer loyalty, and profitability: By retails business we mean a lot of things right from banks to a shop at the door step, no matter how big or small the business is, it all runs on the basic principles of customer satisfaction, customer loyalty, and profitability.
  14. 14. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 13 - The attitudinal shift of the Indian consumer in terms of "Choice Preference", "Value for Money" and the emergence of organized retail formats have transformed the face of Retailing in India. With a growth over 20 percent per annum over the last 5 years, organized retailing is projected to reach US$ 23 Billion by 2010.Today, with the customers being provided with an array of choices is the king. Customer can choose what to buy what not to buy and from where, so a good retailer will always strive to achieve the maximum customer satisfaction. After the customer satisfaction comes the loyalty to the customer, which plays a major role in bonding and cementing the relationship of the retailer and the customer. Last but not the least is the profit part, which without saying is the most important aspect of any business. Rationale All companies are facing massive challenges in today’s highly competitive market and strive to acquire the maximum possible market share in an overcrowded market. There are certain threats which companies are facing such as:  The nature of competition which is going global.  The rate of change is accelerating out of control.  Margins are being eroded.  Customers are becoming more demanding turning less loyal.  Customer churn is increasing.  Product life cycles are decreasing.  Industry barriers are collapsing, major brands entering new markets.  The internet is transforming the business landscape.
  15. 15. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 14 - These factors are compelling for a designing a better service programme and comprehensive strategies by integrating people, process and technology to maximize relationships with all customers. Objectives of Study From the problems discussed above, the purpose of this research is to come out with various factors of customers who are enter the store but exit without purchasing anything. The study tries to find out as to what could be the factors that lead a customer not like the products or designs available in the store. The research study tries to highlight or emphasize on these factors itself. In order to reach our objectives, the following research questions are stated:  What the customers like to purchase in a Multi-Brand Retail store?  What are the customer’s expectation that are not fulfilled by our store?  What are the products that the customers are exactly looking for and is willing to purchase?  Are the CSA helpful enough in getting the customers the things they came looking for?  What are the top-of-mind brands in customers head when asked to recall the store brands?  Where the customer generally shops, if not Reliance Trends?  Whether the customers think any product overpriced or the colour is not fit for him?
  16. 16. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 15 - Phase – 1: Market Research Market research is conducted to know the pulse of the market. It involves extracting information about the needs, beliefs and uses of a product among people. It is a quintessence of marketing. There are two major types of market research: Primary Research sub-divided into Quantitative and Qualitative research and Secondary research. For my analysis, I have conducted Primary research on different customers to zero down on the reasons as to why customers are leaving the stores without purchasing anything. This was conducted to check the factors responsible for the store to catch and also to garner a greater market share. Research Objectives The main objective of the research is to capture the precise reason of customers taste & preference owing to the different factors and also to garner a greater market share. In order to fulfil the research objectives, the following research questions are stated:  What the customers like to purchase in a Multi-Brand Retail store?  What are the customer’s expectation that are not fulfilled by our store?  What are the products that the customers are exactly looking for and is willing to purchase?  Are the CSA helpful enough in getting the customers the things they came looking for?  What are the top-of-mind brands in customers head when asked to recall the store brands?  Where the customer generally shops, if not Reliance Trends?  Whether the customers think any product overpriced or the colour is not fit for him?
  17. 17. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 16 - Research Methodology The project till now has been done in two phases:  Phase 1: Primary Research and Secondary Research  Phase 2: Analysing and capturing competitor’s activities regarding their upcoming sales and advertising activities, if any.  Instruments Used: Questionnaire given to us by our company mentor.  Duration of filling the questionnaire: 2 minutes approximately.  Survey Mode: Field work (stationed at Avani Mall, Howrah) The research purpose of the current study is descriptive in nature as the research purpose is clearly structures and this study aims at gaining insights into managing better relationship with customers, and effectiveness of better services practices in increasing the sales volume in Organized Retail Stores. Towards the end of the study the conclusion is presented by answering the research questions, whereby facilitating the organizations to better understand and predict the customers’ relations to maximize the gains and minimize the loss. Phase 1: Market Research & Survey conducted Sample Design a) Population The population in this study are the customers who enters the store and leaves the store without purchasing anything from the store. b) Sampling Frame The sampling frame for this study is Reliance Trends which is located at Avani Mall, Howrah area. c) Sample Size The sample size for this study are a set of 200 customers who were asked to answer few questions and the survey was conducted over a period of one month. d) Sampling Technique
  18. 18. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 17 - In order to facilitate the survey process, any random customer was chosen from any one of the two exit from the store premises. Key Observations With the survey conducted on 200 customers over a period of 1 month, the response collected on the course of the survey was varied and also showed different aspects on how the customers think. The questionnaire captured the response of the customers who are leaving the store without purchasing anything. The questionnaire was such designed to capture the customers views on what were they actually looking to purchase and what made them not purchase from Reliance Trends that day. Also a question focussed on asking the customers to recall the brands which they remember seeing at the store. This was done to capture the “top-of-mind” brands of the customers. With customers ranging variedly between Male (62%) and Female (38%) customers, there was a vast range on what the customers came looking for. Let’s analyse it one by one. The sample of the survey are 200 respondents and the following questions are pertaining to the survey conducted. The survey was basically conducted on the customers who entered the store but did not purchase anything from the store and left the store. Q1. What is the gender-wise distribution of the customer surveyed? (Sheet 10) Ans: Male – 124 (62%) Female – 76 (38%) Q2. What was the number of customers who just came for window shopping? (Sheet 2) Ans: 51 (25.5%) Q3. What were the brands that the customers could recall when asked? What were the number of customers? (This phenomenon is also called as Top-Of-Mind Brands) (Sheet 6) Ans: John Players – 16 Team Spirit – 16 Netplay – 15 Avaasa – 12 DNMX Jeans – 12 FMJ - 10 Q4. What was the ratio of In-house brands to external brands a customer could recall when asked? (Sheet 6) Ans: In-House brands – 139 (59.19%) External Brands - 96 (40.81%) Q5. How many customers could recall the name of any brands when asked? (Sheet 6) Ans: 88 customers
  19. 19. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 18 - Q6. What were the number of male customers who recalled in-house brands when asked? (Sheet 1) Ans: 32 out of total 124 customers (25.80%) Q7. What were the number of female customers who recalled in-house brands when asked? (Sheet 1) Ans: 28 female customers out of 76 customers (36.84%) Q8. What number of customers shop from other places if not Reliance Trends and where? (Sheet 8) Ans: Pantaloons – 25 on 71 (35.21%) Westside – 10 on 71 (14.08%) Max – 8 on 71 (11.26%), Fooba Wooba and Shopper’s Stop - 12 on 71 (16.90%) Q9. What was the average time spent at the store by any random customer? (Sheet 5) Ans: 20.77 minutes (answer calculated in the attached excel sheet) Q10. What number of customer have already visited the store and also bought something? (Sheet 7) Ans: 71 on 124 (57.25%) Q11. How many customers have already visited the store and also spent more than the average time in the store and have bought something previously? Ans: 30 (15%) Q12. What were the most number of reason given by the customers of not buying the desired apparel? (Sheet 3) Ans: “I liked a garment, but could not find the right colour.” was the reason given for not buying the apparel by 40 of the respondents (27.02%) Q13. What were the segment where the customer came looking for but could not buy anything? (Sheet 2) Ans: The segments were: Men’s casual wear – 36 (18%) Women’ Western wear – 34 (17%) Women’s Indian Wear – 19 (9.5%) Q14. What was the age-range of the respondents who said they visited and bought something from reliance trends earlier? (Sheet 1) Ans: Age Group 25-34 had 33 respondents (46.47%) and Age Group 35-44 who visited Reliance Trends and bought something were 20 respondents (28.16%) Q15. How many respondents were there who walked into the store, but also walked out due to inadequate variety or designs or proper colour available?
  20. 20. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 19 - Ans: 56 of the respondents said that they did not like the design or the variety or the colour of the available products which accounts to 44.58% of the respondent group. Q16. How many people who came to purchase men’s casual said that the CSA was little or very helpful to them? Ans: 28 respondents (77.78%) out of 36 respondents from Men’s Casual wear said that the CSA was little or very helpful in getting things for them. Q17. How many males came to purchase items for females or were the respondents for the same and vice-versa? (Sheet 1) Ans: 43 respondents (21.5%) out of 200 respondents. Q18. What are the number of respondents who recalled the maximum number of TOM (top- of-mind) brands viz. TeamSpirit and NetPlay and also spent more than 10 minutes in the store? (Sheet 1) Ans. 23 out of 31 respondents (74.19%) Q19. How many customers were as such who said they did not like the design or did not found enough variety of products and had also purchased from Reliance Trends earlier? (Sheet 1) Ans: 18 out of 41 respondents (43.90%) Q20. What was the age range who had previously shopped from Reliance Trends? (Sheet 1) Ans: Age Group 25-34 was the highest count who had previously shopped from Reliance Trends and the number being 31. So, these were the responses and the analysis drawn by me to understand the customer non- buying behaviour and also the reasons behind them not buying from our store. The questions after the analysis were prepared by me and that the analysis is shown in the adjoining excel sheet.
  21. 21. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 20 - Phase 2: Basic Floor Operation & Display Options Introduction to Reliance Trends Reliance Trends is an Indian retail chain for apparel and accessories. Reliance Retail Limited runs the Reliance Trends Stores in India. Reliance Retail Ltd is a 100% subsidiary of Reliance Industries Limited. The stores are spread across the country. The first Reliance Trends Store was opened on 2007 in Gurgaon. Reliance Trends launched its private label of garments ‘NETPLAY’, ’NETWORK’, etc. to create its own identity and creation towards the customer benefits, Mr. Damodar Mall, the CEO of Reliance Trends, Limited. Number of stores of Reliance Trends year by year: Year No. of Stores (India) Year No. of Stores (India) 2007-2008 3 2012-2013 76 2008-2009 7 2013-2014 104 2009-2010 9 2014-2015 132(Already Crossed) in 2014) 2010-2011 23 2015-2016 167 2011-2012 48 2016-2017 202 Vision of Reliance Trends:- Democratic fashion, enrich the quality of life Indian Households by giving them access to quality fashionable clothing at extreme. Mission of Reliance Trends:- To be India’s largest apparel retailer and the dominant player in the Indian retail store market. USP of Reliance Trends:- Q - Best Quality. F- Latest Fashion. T – Patented Technology. V – Value for Money.
  22. 22. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 21 - ‘AGES’ ........ For dealing customers in Reliance Trends:- APPROACH: - Move away from tired old fashioned ways of approaching customers and build an instant relationship that will increase retail sales. Think about the increased sales you or your sales team could make if you could get more of your retail customers talking to you. GREETING: - Walking into a retail store can seem like a foreign experience for some customers. Finding their way around your shop or looking for an employee to answer questions can be intimidating. Rather than hunting down a worker, some prospects might simply leave without talking to anyone or making a purchase. Grabbing sales from these potential customers can be successful if you train your staff to greet people upon entering your establishment and to be available for the duration of the visit to your store. EYE CONTACT:- ‘Eye contact can be the difference between seeming aloof and a new friendship.’ • Respect • Interest • Appreciation • Understanding SMILE: - ‘A smile is a universal sign of happiness.’ It’s always essential to have a smile on the face while interacting with the customers.
  23. 23. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 22 - HIERARCHY OF RELIANCE TRENDS CEO OPERATIONAL HEAD ZONAL HEAD REGIONAL MANAGER CLUSTER MANAGER STORE MANAGER DEPARTMENT MANAGER SENIOR SALES EXECUTIVE/ TEAM LEADER JUNIOR SALES EXECUTIVE
  24. 24. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 23 - DEPARTMENTS & THEIR PRODUCTS UNDER RELIANCE TRENDS »MEN’S SECTION - On the first floor of the store is heart and soul designated area where the store Offers men’s dresses in a large variety, divided into various sections such as,  FORMAL WEARS  CASUAL WEAR  MISC ZONE MEN'S SECTION 1.) FORMAL WEAR- It includes all types of formal wears of both private level and external brands products like Shirts, Trousers etc. Brands are included like-  PUREZA (private level)  NETWORK (private level)  PETER ENGLAND (external brand)  OXEMBERG (external brand)  JOHN MILLER (external brand)  JOHN PLAYER (external brand)  SCULLERS (external brand) MEN'S WOMEN KIDS
  25. 25. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 24 -  VIMAL (external brand)  INDIGO NATION(semi-formal) (external brand)  CRIMSONE CLUB(semi-formal) (external brand)  LONDON BRIDGE(semi-formal) (external brand) 2.) CASUAL WEAR: - It offers a variety range of casual wears that matches with the style of modern world. Available brands such as-  DNMX(private level)  NETPLAY(private level)  TEAMSPIRIT(private level)  INTRIBE(private level)  DUKE(external brand)  TAANZ(external brand)  CLASSIC POLO(external brand)  KILLER(external brand)  FLYING MACHINE(external brand)  MOUSTACHE(external brand)  LIVEIN(external brand)  COLOR PLUS(external brand) 3.) MISC. ZONE –It is the zone where sports wears, sports gears (i.e wrist bands, ankle band etc.), home section and the luggage section comes under. For the luggage section:-  AMERICAN TOURISTOR(external brand)  SKYBAG(external brand) For sports section:-  PEFORMAX(private level)  PROLINE (external brand) For Home section:-  WILLOW(private level)  PORTICO(external brand)  STELLAR(external brand)
  26. 26. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 25 - » WOMEN’S SECTION- On the ground floor of the store is heart and soul designated place where the store Offers women’s dresses in a large variety, divided into various sections such as,  WESTERN WEARS  ETHNIC WEAR  MISC ZONE WOMEN'S SECTION 1).ETHNIC WEAR- In this segment of dresses the store offers a variety and large collection of traditional dresses as on the 21st century. In this section the customers can find dresses like ANARKALI, Salwar , Churidar etc. It includes brands like-  AVASA(Internal Brand)  Fusion(Internal Brand)  Diya by Gitanjali(External Brand)  W(External Brand)  Aurelia(External Brand)  BIBA(External Brand)  Ashmita(External Brand)  Fashion Tadka(External Brand)  Praful(External Brand)  Mahi(External Brand) 2.) WESTERN WEAR:- It is the section where the highest variety of dresses are available. In this segment customers are offered with modern, trendy dresses, Here in this section also Reliance Retail ltd has got some IN-HOUSE and EXTERNAL BRANDS. It includes brands like-  DNMX(Internal Brand)  RIO(Internal Brand)  Team Spirit(Internal Brand)  Fig(Internal Brand)  Deal(External Brand)  109 Degree F(External Brand)  Scullers(External Brand)  Crimsone Club(External Brand)  Kraus(External Brand) 3.) MISC. ZONE: - In this section the accessories, sandals and fragrances are offered to the customers. It combines both In-House and external products. It includes brands like-
  27. 27. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 26 -  JEWELZ  WOW  UTRAN  STOLN » KID’S SECTION- In this section the great range of kids wear is offered. It has got a collection of boys and girls both from the products of both In-House and External brands. It includes the brands like-  FRENDZ(Internal Brand)  TEAM SPIRIT(Internal Brand)  DNMX(Internal Brand)  IVY LEAGUE(External Brand)  JINI JOHNY(External Brand)  UFO(Under Fourteen Only) (External Brand)  APPLE EYE(External Brand)  BABY LEAGUE(External Brand)  UNITED COLORS OF BENETTON (External Brand) Rationale All companies are facing massive challenges in today’s highly competitive market and strive to acquire the maximum possible market share in an overcrowded market. There are certain threats which companies are facing such as:  The nature of competition which is going global.  The rate of change is accelerating out of control.  Margins are being eroded.  Customers are becoming more demanding turning less loyal.  Customer churn is increasing.  Product life cycles are decreasing.  Industry barriers are collapsing, major brands entering new markets.  The internet is transforming the business landscape. These factors are compelling for a designing a better service programme and comprehensive strategies by integrating people, process and technology to maximize relationships with all customers.
  28. 28. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 27 - BASIC FLOOOR OPERATIONS SPACER: - It is the gap measurement tool by which, the gap between all the hangers those are hanged in the browser to be maintained. The spacing should always be maintained by the Spacer. It is the way to keep the browser neat and tidy or to make it more attractive for the customers to browse the products. When the proper space is being maintained between two hangers, an arm of a browser can accommodate 12 hangers.
  29. 29. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 28 - SOME BASIC DISPLAY OPTIONS OF RELIANCE TRENDS TWO WAY BROWSERFOUR WAY BROWSER GANDOLA
  30. 30. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 29 - PYRAMID NESTING TABLE ULTIMATE RED DISPLAY TABLE
  31. 31. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 30 - HANGRAIL PEG HOOK
  32. 32. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 31 - ELECTRONIC ARTICLE SURVEILLIANCE:- Electronic article surveillance (EAS) is a technological method for preventing shoplifting from retail stores, pilferage of books from libraries or removal of properties from office buildings. Special tags are fixed to merchandise or books. These tags are removed or deactivated by the clerks when the item is properly bought or checked out. At the exits of the store, a detection system sounds an alarm or otherwise alerts the staff when it senses active tags. Some stores also have detection systems at the entrance to the bathrooms that sound an alarm if someone tries to take unpaid merchandise with them into the bathroom. For high-value goods that are to be manipulated by the patrons, wired alarm clips may be used instead of tags. There are mainly three types of tags are used in retail industry and in Reliance Trends also. They are as follows: PENCIL TAGS (HARD TAG) UFO TAG (HARD TAG) MAGNETIC STRIP (SOFT TAGS)
  33. 33. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 32 - With help of this EAS system Reliance Trends has already prevented number of SHOPLIFTING cases for last few years. In the three months’ time of internship it is noticed that Reliance Trends has caught only 2-3shoplifters by having more than 25,000 footfalls. Pencil and UFO Tags are clip-set kind of tag. These tags are tagged into the lower portion, hip portion (mainly in trousers, pant, jeans, churidars etc.) of few garments. For the shoplifters it is just impossible to remove the tags without taking the help of tag-removal equipment (TAG REMOVER). Tags are placed in such a manner, if the tag is not removed properly from the garment, it can cause harm to the garment. These tags are recyclable, that means unless and until it becomes defective, it can be used. Whereas, Soft Tags are magnetic-wired tags. These are used mainly to keep secure the packet products (e.g. Bed sheets, Comforters etc.) or the small articles (e.g. Socks, Handkerchiefs, Accessories etc) from shoplifting. These tags can be used thrice only. The hard tags can only be attached with the tag pin. The tag pins are removed from the product by the cashier against payment of that particular product. If anyone tries to remove the product with help of any kind of magnet it will not be possible because the tag pins can be removed by the TAG-PIN REMOVAL MAGNET only. Which is only been placed at the cashier’s desk. If someone steals any product which is tagged (Hard and Soft) and tries to escape from the store, that person will be caught at exit points because there the ANTI-THEFT GATES are installed. These gates can catch any untagged product which is getting out of the store from a suitable distance. TAG – PIN REMOVAL MAGNET ANTI – THEFT GATES
  34. 34. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 33 - CUSTOMER SERVICE DESK HAPPY TO HELP YOU!!! “Service to customer is service to god. Our grahak is the most important athiti in our premises. Grahak is not dependent on us we are dependent on grahak. Grahak is not an outsider to our business grahak is a purpose of it. Grahak is not an interruption to our work grahak is a part of it. We r not doing our grahak a favour by serving him. Our grahak is doing us a favour by giving us an opportunity to do so. Service to customer is service to god...” ----Mahatma Gandhi Customer Service Desk is the place where customers can exchange their products by collecting Credit Note. Not only that customers service desk’s personnel, also takes the responsibility in customer satisfaction service by lots of requests from the customers. Customer Relationship is pretty much needed job in today’s competition. The importance of customer satisfaction is being observed in many of the industries (i.e. Banks, Hospitals etc) focusing mainly on Customer Relation Programs nowadays. Membership Program:- Reliance-One Membership:-  Reliance One Membership program is a relationship marketing program introduced by Reliance Retail.  The customer can collect the Reliance One Points when he/she will shop at participating Reliance Retail Stores anywhere in India and can earn 1 Reliance One point for every Rs 100 that he/she spends.  Currently there is no Membership & renewal fee.  The member can use their Reliance One Points to get Reliance One Discount vouchers which can be used at any Reliance Retail store. He/she needs a minimum of 25 Reliance One Points in his/her Reliance One Account before he/she can exchange them for Reliance One Discount Voucher.  At the point of redemption the customer will get 0.70 Paisa against off ONE POINT what he/ she had earned by spending INR 100.
  35. 35. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 34 - Brand Allotment and its Product Assortment PUREZA Apart from the above stated study, I was asked by my Store Manager Ms Punam Halwasia and the Department Manager Mr Manas Banerjee, as a part of my third and final phase of my work, to study the Sales and Visual Merchandising and to look after a brand called PUREZA which is a premium in- house private brand of Reliance Retail and PUREZA falls under the formals section in the men’s department. This was a part of Sales and Visual Merchandising. Now let me take you through the various types of products that PUREZA deals in and what are its unique features. Let us begin with the varieties of shirts that PUREZA deals with:  PUREZA is the most premium in-house private brand of Reliance Retail and that it deals with men’s formal section.  The product assortment under PUREZA are formal shirt and formal trouser which they have recently come up with.  PUREZA is the brand under Reliance Retail that has its product made of cotton. The shirts under this brands have two different varieties viz. cotton shirts and linen shirts.
  36. 36. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 35 -  Now let us discuss these two varieties one at a time starting with the cotton one. The cotton shirts which PUREZA have under the name are basically two type of material and are made up of 100% cotton.  One variety is the well-known Egyptian Giza Cotton which comprises the major chunk of PUREZA shirt section. Most of the shirts under this brand are made up of Egyptian Giza cotton. The shirts here in this section are 100% pure cotton shirts and comes only in full sleeves.  The price range of this PUREZA shirt which are made up of Giza cotton ranges from Rs 899-1099 and are available in almost all possible and pleasant colours.  The other variety here in this shirt section are the linen shirts that are made up of 100% linen. Here in linen section, we have two varieties of shirts which comprises half-sleeve formal shirt and full-sleeve formal shirt.  The price range of these linen shirts varies from Rs 1199-1299. As linen is considered a premium product to have nowadays, so PUREZA deals with linen products also which is best suited for the summers.  Now, with the evolving technologies and growing competition among the manufacturers to serve the customers better and to avoid the customer churn, the brand has come up with better engineered product that is being suitably designed for the office-goers. The brand has been continuously focussing on developing new varieties and better engineered design from world-class technologies to design a shirt that is rarely available in the market. The brand has named these shirts as ‘THE PERFECT NON-IRON SHIRTS’.  This shirt is made up of 100% Sri-Lankan Awaati Cotton which is the new fabric they are introducing in making of this PUREZA shirt. The unique feature of this fabric is that this fabric does not require ironing after it is washed. As the tagline says, ‘WASH, HANG, READY-TO-WEAR’, so is the quality of the fabric which stands out.  The price of this Awaati Cotton is Rs. 1499. Though it is a newly launched shirt and it is a bit overpriced, but the deal is a total value for money.  Also PUREZA have come up with a new product in its product-basket which is the PUREZA trouser. The unique feature of this trouser that stands out from other trousers because it is a wrinkle-free trouser and that is a perfect buy for the office-goers.
  37. 37. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 36 -  So summing it up, the different product assortment under PUREZA brand are, Egyptian Giza cotton, Linen shirts, Perfect Non-Iron Sri-Lankan Awaati Cotton and Wrinkle-free Trousers.  Apart from these, PUREZA also have neckties under their brand name for the office goers. So, the main focus of PUREZA are the office goers who strive to wear the best of clothing. As a part of my Internship Project, I was asked to look after the brand PUREZA and that also study its operation and the functioning of the brand. So for some 10 days I was asked to deal with customers and also understand their buying behaviour and also what they perceive of the brand. Moreover, along with the CSA who was assigned to the brand, I was also asked to push the sales and observe how he has been operating with the customer who came to purchase the products. With the help of the CSA present there, I got to know how the brand is positioned and how the customers perceive the brand. Also, the brand claims to be one of the most premium brands amongst the in-house private brands in Reliance Retail. When I was assigned the brand PUREZA, the ongoing offers going on was “COOLEST SUMMER OFFER’ which says that ‘Shop for 2999 and get Gift Coupons worth 1000’ redeemed on next purchase. Apart from these, customers will get 1 Network tie free on purchase on any PUREZA shirt. Additionally, a customer gets Rs 200 off on purchase of 2 pieces of linen shirts. Though the Awaati cotton shirts are newly launched pieces of apparel, so they are excluded from any kind of offer and clubbing of offers. But it is also included in the COOLEST SUMMER OFFER. Apart from these I also had a fair idea about the IST (Inter-Stock Transfer) which my Department Manager Mr. Manas Banerjee had asked me to observe and I got an idea how the different stores call for stock when they are running short for it. They have specific lot number and article number through which the old stocks are called for.
  38. 38. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 37 - Phase 3: Conversion Drive Project On the beginning of 13th week, I was called by my company mentor Mr Arnab Basu and he introduced me to Mr. KedarNath Mukherjee, the Zonal Training Manager of Reliance Retail. Mr. KedarNath called me up to discuss a very serious issue and that how can he come up with some measures to overcome that issue which our store was suffering recently. He had some ideas in his mind and with that ideas he intend to improve the problem which the store is facing right now. The issue which the store was facing recently was that it had a declining conversion rate week by week, day by day. Now here we need to understand what actually conversion rate is. Conversion rate is basically calculated by dividing the total number of bills made by the total number of footfall. Footfall here is the number of person entering in the store in any particular day. The footfall count are kept by the guards standing at the common exit and entry points and keeping a track of the total footfall on an hourly basis. So, the main issue concerning Reliance Trends in Avani Riverside Mall, where I am stationed for my Internship Field work, is the gradual declining footfall rate and the week before that we had an average weekly footfall of nearly 17%. So, with the help of this pilot project, Mr. KedarNath wants to improve the footfall of the store and to also keep this steady. As discussed with me the other day, Mr KedarNath wants to launch and implement a pilot project namely BUDDY PROJECT to drive the conversion of the store to reach the desired conversion percentage. For this project, he called me to his office and also discussed with me about this project. The functioning of the project are discussed as under: 1. He wants the Store Manager to select 5-6 staffs who are not that much confident while dealing with customers and that they also tend to loose probable customers. 2. He also wants the Store Manager to select some 5-6 staffs from the store who are confident enough at dealing with customers and are also capable of converting more customers all the time. 3. Now what he wants to do is to pair 1 of the non-confident staff with the confident one and together they will approach the customer and observe each other. The confident one will observe how the non-confident one is dealing with the customers
  39. 39. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 38 - and that what are their flaws in doing so and also what are the rooms for improvement. The non-confident ones were also asked to observe their confident buddy CSA while they were dealing with customers. 4. By the end of the day, the selected CSA were supposed come up to me before leaving the store and give their feedback on their day’s work. Those feedbacks were recorded by me and noted down and likewise it was presented to Sir in a proper written format in a well labelled PPT. 5. Along with the feedback, the CSA’s were supposed to share one learning each and also supposed to share what they have observed from their partner CSA. 6. These information were recorded be me and also to be discussed to either the Store Manager of the MODs (Manager On Duty) present there before leaving the store. The project assigned to me basically captured the probable CSA who were not that confident enough and that how can they deal with the customers with the help of their buddy CSA and improve themselves. My mentor asked me to submit me the responses captured on a daily basis by preparing a well-structured Power-point Presentation. The observations and feedback captured by me over a period of one week are noted down as below as well as in the attached excel sheet. Prior to the meeting, KedarNath Sir had a word with the SM regarding the team formation and also to select some 5-6 confident and non-confident CSA that would be part of this project.
  40. 40. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 39 - Conversion Improvement Drive As per the morning meeting held on 2nd June 2015 in the store premise, the CSA and their buddy CSA teams were formed which are mentioned below: (LHS are the Non-confident ones and RHS are the confident ones) 1. Durga & Jahangir 2. Amir, Sanjiv & Saroj 3. Aftab & Mandeep 4. Dipankar & Samrat 5. Poonam & Indra These were the teams that were formed and also that the confident ones would help their Non-confident CSA and also observe them thoroughly while dealing with the customers and also would help them at times they think their buddy is on the verge of losing a customer. Also as a part of my observation, I was also asked to be on the floor and go about and observe the said CSA’s while they are dealing or interacting with customer as to what are the places they are lagging behind which they are supposed to improve. As per the observation, the CSA had submitted me a daily feedback which I have compiled in an Excel Sheet (attached herewith) and the results recorded are listed below: Let us begin with the Non-Confident CSA’s
  41. 41. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 40 - 1. DURGA DURGA No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 15 11 1 03rd June 12 8 0 04th June 12 9 4 0 1 05th June 0 0 0 0 0 06th June 21 14 4 1 2 07th June 27 19 3 2 3 0 5 10 15 20 25 30 02nd June 03rd June 04th June 05th June 06th June 07th June Durga-Day wise Analysis DURGA No of approaches DURGA No of conversions DURGA No of offers DURGA No of conversion helped DURGA No of conversion observed 0 5 10 15 20 25 30 No of approaches No of conversions No of offers No of conversion helped No of conversion observed DURGA Durga- Category wise analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  42. 42. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 41 - 2. AMIR Amir No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 0 0 0 0 0 03rd June 4 3 1 04th June 4 4 0 3 2 05th June 0 0 0 0 0 06th June 5 4 0 1 1 7th June 8 7 3 0 0 0 1 2 3 4 5 6 7 8 9 02nd June 03rd June 04th June 05th June 06th June 7th June Amir-Day wise Analysis Amir No of approaches Amir No of conversions Amir No of offers Amir No of conversion helped Amir No of conversion observed 0 1 2 3 4 5 6 7 8 9 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Amir Amir-Category wise Analysis 7th June 06th June 05th June 04th June 03rd June 02nd June
  43. 43. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 42 - 3. SANJIV Sanjiv No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 13 10 0 03rd June 8 5 2 04th June 0 0 0 0 0 05th June 6 4 0 2 2 06th June 10 8 4 2 2 07th June 10 7 1 0 1 0 2 4 6 8 10 12 14 02nd June 03rd June 04th June 05th June 06th June 07th June Sanjiv-Day wise Analysis Sanjiv No of approaches Sanjiv No of conversions Sanjiv No of offers Sanjiv No of conversion helped Sanjiv No of conversion observed 0 2 4 6 8 10 12 14 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Sanjiv-Category wise Analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  44. 44. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 43 - 4. AFTAB Aftab No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 3 3 1 03rd June 13 8 0 0 04th June 15 8 2 0 0 05th June 15 7 2 0 0 06th June 7 4 2 1 0 07th June 38 21 3 1 1 0 5 10 15 20 25 30 35 40 02nd June 03rd June 04th June 05th June 06th June 07th June Aftab-Day wise Analysis Aftab No of approaches Aftab No of conversions Aftab No of offers Aftab No of conversion helped Aftab No of conversion observed 0 5 10 15 20 25 30 35 40 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Aftab Aftab-Ctaegory wise Analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  45. 45. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 44 - 5. DIPANKAR Dipankar No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 8 6 0 03rd June 7 6 1 04th June 0 0 0 0 0 05th June 7 5 1 1 2 06th June 8 6 1 1 1 07th June 8 6 3 1 1 0 2 4 6 8 10 02nd June 03rd June 04th June 05th June 06th June 07th June Dipankar-Day wise Analysis Dipankar No of approaches Dipankar No of conversions Dipankar No of offers Dipankar No of conversion helped Dipankar No of conversion observed 0 1 2 3 4 5 6 7 8 9 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Dipankar-Category wise Analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  46. 46. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 45 - 6. POONAM Poonam No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 10 7 3 03rd June 10 6 0 04th June 7 4 0 2 0 05th June 0 0 0 0 0 06th June 0 0 0 0 0 07th June 0 0 0 0 0 0 2 4 6 8 10 12 02nd June 03rd June 04th June 05th June 06th June 07th June Poonam-Day wise Analysis Poonam No of approaches Poonam No of conversions Poonam No of offers Poonam No of conversion helped Poonam No of conversion observed 0 2 4 6 8 10 12 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Poonam-Category wise Analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  47. 47. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 46 - These are the statistics for the Non-confident CSA who were not so much confident in dealing with customer but after one-to-one learning and proper feedback, they show signs of improvent and are improving the places they are supposed to. Now let us analyse the responses and feedback for the BUDDY CSA. 1. JAHANGIR JAHANGIR No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 0 0 0 0 0 03rd June 0 0 0 0 0 04th June 24 13 0 0 2 05th June 16 9 1 0 0 06th June 0 0 0 0 0 07th June 25 17 0 2 2 0 0 24 16 0 25 0 0 13 9 0 17 0 0 0 1 0 00 0 0 0 0 20 0 2 0 0 2 0 5 10 15 20 25 30 02nd June 03rd June 04th June 05th June 06th June 07th June Jahangir-Day wise analysis JAHANGIR No of approaches JAHANGIR No of conversions JAHANGIR No of offers JAHANGIR No of conversion helped JAHANGIR No of conversion observed 0 0 0 0 0 0 0 0 0 0 24 13 0 0 2 16 9 1 0 0 0 0 0 0 0 25 17 0 2 2 0 5 10 15 20 25 30 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Jahangir-Category wise analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  48. 48. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 47 - 2. SAROJ SAROJ No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 0 0 0 0 0 03rd June 17 9 3 04th June 18 10 0 3 3 05th June 14 7 0 2 2 06th June 21 11 1 3 3 07th June 20 14 5 0 0 0 17 18 14 21 20 0 9 10 7 11 14 0 0 0 1 5 0 3 2 3 00 3 3 2 3 0 0 5 10 15 20 25 02nd June 03rd June 04th June 05th June 06th June 07th June Saroj- Day wise Analysis SAROJ No of approaches SAROJ No of conversions SAROJ No of offers SAROJ No of conversion helped SAROJ No of conversion observed 0 0 0 0 0 17 9 3 18 10 0 3 3 14 7 0 2 2 21 11 1 3 3 20 14 5 0 0 0 5 10 15 20 25 No of approaches No of conversions No of offers No of conversion helped No of conversion observed SAROJ Saroj- category wise analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  49. 49. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 48 - 3. MANDEEP MANDEEP No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 11 9 4 03rd June 0 0 0 0 0 04th June 0 0 0 0 0 05th June 0 0 0 0 0 06th June 21 18 1 2 2 07th June 30 28 3 0 0 0 5 10 15 20 25 30 35 02nd June 03rd June 04th June 05th June 06th June 07th June Mandeep-Day wise Analysis MANDEEP No of approaches MANDEEP No of conversions MANDEEP No of offers MANDEEP No of conversion helped MANDEEP No of conversion observed 0 5 10 15 20 25 30 35 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Mandeep-Category wise Analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  50. 50. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 49 - 4. SAMRAT SAMRAT No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 0 0 0 0 0 03rd June 4 3 1 0 0 04th June 13 13 5 0 0 05th June 5 5 2 1 1 06th June 13 12 2 1 1 07th June 15 15 2 1 1 0 2 4 6 8 10 12 14 16 02nd June 03rd June 04th June 05th June 06th June 07th June Samrat-Day wise Analysis SAMRAT No of approaches SAMRAT No of conversions SAMRAT No of offers SAMRAT No of conversion helped SAMRAT No of conversion observed 0 2 4 6 8 10 12 14 16 No of approaches No of conversions No of offers No of conversion helped No of conversion observed Samrat-Category wise Analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  51. 51. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 50 - 5. INDRA INDRA No of approaches No of conversions No of offers No of conversion helped No of conversion observed 02nd June 15 8 0 03rd June 0 0 0 0 0 04th June 4 2 0 2 2 05th June 8 4 0 0 0 06th June 12 7 0 0 0 07th June 15 10 0 0 0 0 2 4 6 8 10 12 14 16 02nd June 03rd June 04th June 05th June 06th June 07th June Indra- day wise analysis INDRA No of approaches INDRA No of conversions INDRA No of offers INDRA No of conversion helped INDRA No of conversion observed 0 2 4 6 8 10 12 14 16 No of approaches No of conversions No of offers No of conversion helped No of conversion observed INDRA Indra-Category wise Analysis 07th June 06th June 05th June 04th June 03rd June 02nd June
  52. 52. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 51 - Result of the project undertaken Every retail store across the country are of two different kind viz. Standalone store and Vanilla store. Standalone store are such store which are dedicated to one store and customers come in, purchase and go. Vanilla store on the other hand are the store which have different other stores with them under one roof. The ideal conversion rate for a standalone store is somewhat 50-55% and an ideal scenario of conversion in a vanilla store is roughly 30-33%. The store where I was assigned my fieldwork is a vanilla store at Avani Riverside Mall. When I was assigned the project and asked to take it through, the conversion rate of Reliance Trends at Avani riverside Mall at that time was an alarming 17%. This was the reason why the Zonal head of Reliance Retail was worried about the conversion issue and that he wanted someone to take up his pilot project and that help to improve the conversion of the store, because the conversion rate have been declining in the store week by week, day by day. He called me up and discussed this serious issue which a main concern for him and asked me to take up this project and help him in his project. When the project was undertaken and things went on, the conversion rate showed a high improve on the very first day. The conversion rate on the previous day was 17% and on the first day of the project, it showed a jump to 25%. The other day the conversion was on a brisk rate of 23% and over the week the rate was smooth on 21%. Mr. KedarNath was satisfied with the project and after the execution of the project, he is thinking on the line to assign a dedicated manager in every store to monitor this project and also to launch this project pan India across most of the leading Reliance Trends store where conversion rate is a major concern.
  53. 53. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 52 - Phase 4: Competition Data Report As a part of my research work, I was also asked to prepare a Competition Report Data on a weekly basis by my Company Guide. A Competition Report Data generally covers all the activities and keeps a track on all the advertisements and sales offers the competitors are coming up with through various advertisement medium. The location of my field work where I am stationed is Avani Mall, Howrah. The competitors of Reliance Trends in the apparel segment present there are Pantaloons, Max and Fashion at Big Bazar (FBB). Let us analyse one by one about the competitor and their discount schemes and offering going around that time. PANTALOONS Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first Pantaloons store was launched in Gariahat, Kolkata in 1997. Pantaloons was previously controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo Limited (ABNL), a US $4 billion premium diversified conglomerate and India's largest manufacturer of linen fabric. With a chain of 86 fashion stores across 40 cities and towns, Pantaloons is constantly extending its footprint into the rest of modern India. It spans a retail space of 1.7 million square feet which is amongst the largest in India. Pantaloons offers multiple accessories and clothing brands across a spectrum of categories for men, women and kids. The company provides an incredible and complete one-stop shopping experience to its buyers through its vast collection of more than 100 prestigious brands for the discerning fashionista. Pantaloons offers its customers a collection of apparels and accessories from the stables of globally renowned brands. The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare Leisure, SF Jeans, Byford, F Factor and JM Sport apart from trendy brands like Urbana, Scullers, John Miller and Indigo Nation. Akkriti provides a wide selection of ethnic wear.
  54. 54. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 53 - The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle, Honey, and Ajile — in western wear, as well as the choicest ethnic wear from RangManch, Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and W are also available. The formal wear section offers a range of crisp and well-tailored collection by popular international brands such as Van Heusen, Allen Solly, Peter England and Louis Philippe. Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in exclusive brands like Lee Cooper Juniors, Chalk, Pink & Blue, and Sach in addition to international brands like Barbie and Disney. For the ethnic look, they can opt for traditional wear from Akkriti. The portfolio of brands also includes infant wear by Chirpie Pie. Pantaloons offers much more than just apparel. Customers can shop from an assortment of watches from renowned international brands, including Tommy Hilfiger, Esprit, Kenneth Cole, Citizen, Timex, Titan and others. Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also available. The accessories and beauty segments display an attractive collection of ladies’ handbags from Lavie, Caprese, Fiorelli and Fastrack. Also available are products from colour cosmetic brands such as Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and Lakmé, as well as a wide collection of exotic fragrances. In its endeavour to meet the consumer’s ever-changing fashion needs, Pantaloons has introduced new brands that include Candies, Alto Moda, Turtle, Spykar, 109F, AND, Chemistry, Global Desi and Giny & Jony. The ongoing discount schemes going in Pantaloons store on apparels in Avani Mall are: • Annabelle Jeans, Candie’s top, Agile top & lower, Rig top, Bare Denim Top, Honey Ethnic wear – 30% off • Jewellery – Buy 1 & get 1 free and also 20% off. • Buy 1 & get 1 free on all perfumes. • 30% off on girl’s Kurtis. • Ultimate discount schemes on Rig, Agile, Peter England, The F Factor, Byford, Bare Leisure & Jealous 21. • 30% off on Bare Denim tees, San Francisco tees, Bare Denim Shirts. • Ultimate discount on girls top. • Various other new arrivals in various other brands mostly Agile & Bare Denim. • Jealous 21 – Buy 2 for 599 and buy 3 for 799.
  55. 55. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 54 - Apart from these, there is also an Average Ticket Size (ATS) scheme going on in Pantaloons for the upcoming festival POILA BAISAKH. The terms and condition of the discount schemes are illustrated as under: - Shop for Rs. 3,000 & Rs. 5,000 and get Gift Vouchers (GV’s) of Rs. 500 (500*1) and Rs. 1,000 (500*2) respectively. - Each GV of Rs 500 is valid for next apparel purchase of Rs 2,000 or more. - The GV’s can be redeemed only on in-house private label apparel brands. - No two offers can be clubbed together. - Redemption period of the GV’s – 16th April 2015 to 31st May 2015. - Launch date of this offer – 27th April 2015. Additionally Pantaloons is trying to garner a larger consumer’s base by various means of communication mediums viz. newspaper advertisement, mailers and store signage. Store Signage Mailers Newspaper Advertisement
  56. 56. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 55 - MAX FASHION LIFESTYLE Founded in 1973 with a single store in Bahrain, the Landmark Group has successfully grown into one of the largest and most successful retail organisations in the Middle East. An international, diversified retail conglomerate that encourages entrepreneurship to consistently deliver exceptional value, the Group operates over 1,200 outlets encompassing a retail presence of over 18 million square feet across the GCC, Jordan, India, Egypt, Turkey, Lebanon, Kenya, Sudan, Yemen, and Pakistan. MAX is the international value fashion brand of the Dubai based Landmark Group. Established in 2004 in the UAE, Max has become the largest value fashion brand in India and the Middle East with over 200 stores across 15 countries; offering customers a one stop shop for clothing, accessories and footwear needs for the entire family. In India, MAX was established in the year 2006 with its first store in Indore. Now, Max has around 105 stores across 45 cities with over 3500 employees. MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of ‘value fashion’ in the country, thereby offering the discerning shopper a vast choice with international fashion & quality. Max has its own label merchandise of in house designs and planned colour palettes for the season. Every season Max introduces a fresh collection of international designs specially customized to the Indian market. The brand adapts to the changing needs of the shopper every season and accordingly introduces new designs, silhouettes & fabrics. The store ambience offers an international shopping experience making shopping for the entire family an absolute delight. Max focuses on strong visual elements at the store for engaging customers while they are in store. The stores are designed for easy navigation with distinct category display to facilitate customers in easily locating product they are looking for.
  57. 57. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 56 - The target audience for Max India is primarily is contemporary middle class family and young working couples within the age group of 25 to 35 yrs. As Max has positioned itself as a youth brand, it also targets teenagers and college students within the age group of 18 to 24 years. The brand plans to have a network of 120 stores by the end of the financial year The discount schemes going in Max are: • Ultimate discounts on Kids wear – Buy 1 for 249 & 2 for 349. • Girls Nightwear – Flat 15% off. • Ultimate Discount on men’s chest printed tees. • Ultimate Discounts on men’s boxers. • Women’s Kurtis – Up to 15% off and Rs. 100 off. • Ultimate Discount on Kids wear. • Girl’s top – Up to 20% off. • Buy 1 Get 1 at Kids wear (Female). • All casual shirt 20% off. • Kids all wear – Buy 1 and get 1 free. • Ultimate discounts on men’s tees. • Girls and women wear – up to 15% off. • New arrivals on men’s tees and women wear Apart from these Max have no yet advertised in any local newspaper or any print ad medium. Thou it has many small banners and posters in and around the mall itself.
  58. 58. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 57 - FASHION @ BIG BAZAAR FBB has been satisfying the fashion enthusiasts of India with modern and trendy apparel since the past seven years. With one specific idea of ‘Making India thoda aur stylish’, they have made it their mission to provide stylish quality fashion at pocket friendly prices. Bringing global trends to Indian homes at inexpensive prices is what FBB talks about. Their in-house designers make sure that global trends are in link with desi fashion. Merchandise are also sold under private labels of DJ&C, Buffallo, Srishti, Knighthood, Spunk, Pink & Blue and Ctee. A special line of Lee Cooper Original fashion exclusive to FBB and Disney merchandise for kids are also available. Be it a business meeting, a trip to the beach or just a day at home, there is always a wide variety to choose from. Under our own independent label, they make aspirational fashion available with stylish and trendy collections of casuals; formals, ethnic wear, denims and kids wear. Their customers come from the emerging India that wishes to stay in touch with future fashion trends. With a wide selection in styles, trends and collections, they have something in store for everyone across all metro cities, mini metros and also tier II cities. The current offers going in Avani Mall at FBB are noted as under:  Matrix Jeans – Buy 1 get 1. • Men’s Pentium striper tees – buy 2 for 499. • Buffalo Cargo – flat 40% off • Buffalo Casual shirt – flat 30% off. • NYX party shirt – Buy 2 for 499. • Shatranj Kurta – Buy 2 or 50% off. • NYX Suit & Blazers – Buy at flat 30% off. • 10% & 50% off on sarees. • 60% off on girl’s Kurtis • Kid’s teens (girls) – flat 40% off. • Kid’s wear at flat 40% off and additional 25% discount.
  59. 59. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 58 - • Girl’s Wear (top and tees) – 40% & 30% off. • Lee Cooper polo – Buy 2 and get 200 off. • DJ&C jeans (ladies) – buy 2 and get 40% off. • Girl’s jeggings (coloured) – Buy 1 for 699 and buy 2 for 1199. • Linen Shirts – Buy 1 for 899 and 2 for 1499. • NYX party Combo (Shirt and trouser) – 599 [only shirt-299 and trouser-399] • Sristi Kurtis – 40% off. • AFL Shirts – 2 for 549. • Suits and blazers (Knighthood and NYX) –flat 30% off. • Kids Jeans Girls – Buy 1 Get 1 off. • Kids Kurtis Girls – flat 60% off. • 40% off on kids wear. • Buffalo cargo and half pants flat 40 % off. • Girls three-quarters and top (Spunk and DJnC) – Flat 30% off.
  60. 60. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 59 - Employee Engagement Activity Apart from all the studies and project work, I, along with all the other Management Trainee, ideated and thought upon a line where we could arrange and organise an interactive event for all the working and non-working staff of Reliance Trends, Avani Riverside Mall. This event also helped us gained a certain amount of experience at a managerial level where we thought, ideated, managed and organised an event right from the root tip. The event included some games and events that we thought upon and likewise we invited all the staff to be there at the store premise by 9 am in the morning. The event was a huge hit with all the staff participating along with the Department Managers and Store manager as well. I sincerely thank Ms Punam Halwasia, the Store Manager in helping us through this event and guiding us at every step. THANK YOU MA’AM!
  61. 61. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 60 - APPENDIX (For Phase 1) The questionnaire handed over to us by our mentor Mr. Supratik Sengupta, captures the reasons and factors as to why a customer who is walking inside a store, leaves the store without purchasing anything. The set of questions are as follows: Target Group: Customers exiting Trends stores without having purchased anything. Please ensure that in case the customer has visited Trends in a group, no one should have purchased any item from Trends. Please speak with minimum 10 customers each from the following segments:  Women, 16 – 24 years  Women, 25 – 45 years  Men, 16 – 24 years  Men, 25 – 45 years Approach customers at the store exit who have not purchased any product from our store. Date and Time: _____________________ Location: ____________________ 1. Have you or anyone you accompanied to Trends purchased any item from Trends today? a) Yes b) No Please continue only if selected (b) 1. What exactly were you looking to purchase? (Please note the specific garment and usage e.g. black party jeans, formal shirt for office, Capri for college, gym t-shirt etc. against the appropriate category below)? a) I was just browsing/ window shopping and wasn’t planning to buy anything b) Men’s Formal wear ______________________________ c) Men’s casual wear ______________________________ d) Women’s Western wear ______________________________ e) Women’s Indian wear ______________________________ f) Kids’ wear ______________________________ g) Lingerie/ Innerwear ______________________________ h) Accessories ______________________________ i) Other items ______________________________ j) Other Reason (please specify) ______________________________ You may discontinue if customer has selected (a) or (j) not linked with the purpose of the study. 2. Why did you not buy the garment you were planning to purchase? a) I didn’t find enough variety/ range of designs b) I did not like the designs/ styles c) I liked something, but could not find the right size
  62. 62. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 61 - d) I liked a garment, but could not find the right colour e) I liked something, but it was not in my budget/ not the right price f) I liked something, but the quality was not good g) Other reason (please specify) _________________________________________________ Continue only if the customer has selected a), c) or d) 3. Was the CSA helpful in helping you find what you were looking for? a) No one approached me b) Someone approached me but s/he wasn’t helpful c) Someone approached and s/he was helpful d) Someone approached and s/he was very helpful e) Other response (please specify) __________________________________________________ 4. How much time did you spend in our store? a) Less than 5 minutes b) 5 – 10 minutes c) 10 – 20 minutes d) More than 20 minutes 5. Do you remember which brands you looked at? a) Yes, (please specify) ___________________________________________________ b) No Please request the customer to accompany you to the section of the store where he shopped and probe deeper to understand whether the reason s/he couldn’t find what he was looking for is in fact available. You may have to offer a Gift Coupon to incentivise them to spend the additional time with you. Just a final few more questions… 6. Have you visited or bought anything at Trends before? a) Not visited before b) Visited but not bought anything c) Visited and bought something 7. Which is your favourite store for buying the garment you were looking to purchase today? Open- ended ___________________________________________ 8. Please tell me your age for analysis purpose (By Observation) a) 16 – 24 b) 25 – 34 c) 35 – 44 d) 45 – 54 e) 55+
  63. 63. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 62 - (For Phase 3) APPROCHING TECHNIQUE Questions for CSA: (Questions to be asked by MODs & ZTM to all the new CSA who are being trained on approaching skills) 1) How many customers have you approached today? 2) How many approaches were being accompanied by your Buddy? 3) What is your learning for the day? Questions for Buddy CSA: (Questions to be asked by MODs & ZTM to all the Buddy CSA who are training the new CSA on approaching skills) 1) How many approaches have you accompanied with your Buddy CSA? 2) What you liked about your partner during his/her approaching skills? 3) What is your learning for the day? Questions for the DMs: (DMs need to share feedback with CSA & Buddy CSA, they need to appreciate their efforts and will ask these questions in order to understand their learning on daily basis: 1) What have you learnt today? 2) Share you best practice for the day on approaching customers?
  64. 64. ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS. SANDIP BARMAN (14A3HP610) - 63 - REFERENCES & BIBLIOGRAPHY (Slide Share, 2014). (Reliance Retail, 2015) (Reliance Trends, 2015) (Reliance Industries Limited (RIL), 2015) (Surabhi Koul & Hari Govind Mishra, 2013) (Shilpa Bagdare and Rajnish Jain, 2013) (Shruti Awasthi, 2012) (FBB India, 2015) (Aditya Birla Retail, 2015) (Max Fashion, 2015) Aditya Birla Retail. (2015, April). Retrieved from Aditya Birla Nuvo Ltd: http://www.adityabirla.com/businesses/Profile/Pantaloons-profile FBB India. (2015, March). Retrieved from Fashion at Big Bazaar. Jobs, I. (2014, May). Slide Share. Retrieved from Slide Share: http://www.slideshare.net/iimjobs/indian-retail-sector-report-may-2014 Limited, R. I. (2015, April). Reliance Industries Limited (RIL). Retrieved from RIL: http://www.ril.com/html/business/business_retail.html Max Fashion. (2015, March). Retrieved from Max India: http://www.maxfashionindia.com/en/about-us Reliance Retail. (2015, March). Retrieved from Wikipedia: http://en.m.wikipedia.org/wiki/Reliance_Retail Reliance Trends. (2015, March). Retrieved from OLAX: http://www.olax.in/shopping/reliance-trends- online/ Shilpa Bagdare and Rajnish Jain. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 790-804. Shruti Awasthi. (2012). ANALYZING THE EFFECTIVENESS OF CUSTOMER RELATIONSHIP MANAGEMENT IN INCREASING THE SALES VOLUME WITH SPECIAL REFERENCE ON ORGANIZED RETAIL STORES IN INDORE CITY. International Journal of Retailing & Rural Business Perspectives. Surabhi Koul & Hari Govind Mishra. (2013). CUSTOMER PERCEPTIONS FOR STORE ATTRIBUTES: A STUDY OF TRADITIONAL RETAIL STORES IN INDIA. Journal of Business & Economics, 79- 103. Wikipedia. (2015, April). Retrieved from Wikipedia - Pantaloons: http://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail

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