Retail touchpoints

1. Look good, Feel good
Presented by:
Nikky Kumari
Nishra S
Pravin Khaire
Priyanka Mitra
Vidhi Ashar

2. INTRODUCTION
• Launched in May 2004, UAE. Max was established in India in 2006, opening its
first store in Indore.
• Max India has a reach that extends to over 60 cities. Boasting a loyal customer
base of over 5.5 million.

3. TOUCHPOINTS
• Point of contact between the brand and the consumer.
• Pre-purchase & Post Purchase Touchpoints.
a) Parking
b) Store front
c) Ambience
d) VM & Merchandise
e) Employee
f) Trial room & Washroom
g) Signage
h) Billing counter

4. PRE-PURCHASE TOUCHPOINTS
Pre-purchase experience touchpoints represent the various ways potential
customers interact with a brand prior to deciding to do business with a company.
Some typical pre-purchase touchpoints by MAX Fashion includes:
• Advertising (Television, Newspaper & Social Media)
•Web site & Mobile application
• Word-of-mouth
• Public relations

5. Advertisements
TV Advertisement Newspaper Advertisement

6. INSTAGRAM
YOUTUBEFACEBOOK

7. AW’19 Promo

8. Online Platforms
Source: Max Fashion Mobile app
Source: https://www.maxfashion.in/in/en/

9. STORE TOUCHPOINTS
STORE VISITED:
Max Fashion, Damana Chowk, Chandrasekharpur
PARKING
• No parking space for four wheelers and no valet service.

10. WINDOW DISPLAY
• The front window display had proper lighting.
• The VM of the window wasn’t as interesting.

11. ENTRANCE
• There were two security at the entrance.
• Proper attention wasn’t payed to the
customers at the baggage counter.
• No dedicated guard at the Baggage counter.

12. IN STORE
ADVERTERTISEMENTS
• All the floors had Posters of the
new collection displayed on the
staircase.
• The lighting of the staircase was
dim hence not paying enough
attention to the Posters
displayed there.

13. FLOOR PLAN
& ELEVATOR
• The store had both lift and
stairs facility available.
• The floor plan was
displayed on the ground
floor.

14. AMBIENCE
• The store had yellow lightings, four cameras in each floor.
• The accessories section in the ground floor was well
displayed.
• The casual wear section of womenswear was in a messy
condition at the peak time.
• Music: Bollywood & few pop songs.
• Temperature: Mildly cold.
• 4 sales assistant.

15. • Uneven distribution of
Merchandise.
• No colour story of the VM

16. TRIAL ROOM
• The trial room of
womenswear were in
unkempt condition.
• The kids wear trial
room had fun wall
art.
• Every floor had a trial
room with 3 changing
rooms in each.

17. Props & Signage
• Every floor had signages for directions.
• There were also props indicating the discounted section.
• The denim section had signage on the floor.

18. 1ST FLOOR- WOMEN’S ETHNIC
WEAR, SHOES & INNER WEAR
• Women’s ethnic wear- Properly
arranged
• Shoes- Wide variety of shoes to try on,
Only 1 stool to sit & try, Lack of sales
assistant
• Inner Wear- Messy & not arranged
properly, No sales staff at peak hours to
arrange & guide for sizes
•Sales Assistant- 2

19. • Kids wear- Neatly arranged with an
attractive VM
• Lack of sales assistants in this floor
2ND FLOOR- KIDS WEAR

20. TAILORING ROOM
• Tailoring room in the 3rd floor of the
outlet
• Does immediate alterations at that
moment as per customer requirements
• People don’t have to look for another
place for alteration and feel very
comfortable

21. 3rd FLOOR- MEN’S WEAR
• Men's wear- Most organized VM out of all the
section- Sitting stools for trial in the totally
opposite direction of the shoe display
• Only 1 sales assistant in the entire floor during
peak hours

22. BILLING & HELPDESK
• Billing- Only one billing desk with only 3 counters in the entire store located on
the Ground floor
• Helpdesk- Located on the 2nd floor but no proper staff member. Also, it should be
in the ground floor as people can address their problems easily

23. PACKAGING
• Max fashion moved from plastic
packaging bags to paper bags. This
shows their care for the environment
and sustainability.
• It costs Rs 5 per bag

24. MEMBERSHIP POINTS & LOYALTY
PROGRAMS
• Landmark group- It includes various brands like Lifestyle,
Splash, Home Centre, Max etc
• Landmark rewards- Registration at stores as well as
online which requires a mobile number
• Membership Points- In each purchase you make, they
add points to your landmark card which you can redeem
after you get 100 points.

25. IMPROVEMENTS
• They should use the basement parking area for four wheelers and not waste the
space.
•The quality of staff should be improved.
•There should be proper planning of staff allotment in each sections.
•The VM of the store could be more interesting and engaging.
•Music is very loud and can be improvised.

26. POST-PURCHASE TOUCHPOINTS
The post-purchase touchpoints are those that appear after the sale has taken
place to maximize the experience the consumer has received.
The post-purchase touchpoints at MAX Fashion includes:
•Loyalty programs (via Landmark rewards)
•E-mails
•SMS notifications
•Help Centre
•Easy returns & exchange- Within 30 days from the date of purchase

27. POST-
PURCHASE
E-MAIL & SMS
FOR
FEEDBACK ON
RECENT
PURCHASE

28. HELP
CENTRE

29. References
• About. Retrieved November 17, 2019, from Max Fashion:
https://www.maxfashion.in/in/en/
• Shipra, S. (2018, June 21). In Store. Retrieved November 17, 2019, from Indian
Retailer: https://www.indianretailer.com/article/technology/in-store/How-
adidas-Max-Fashion-others-are-improving-in-store-conversions.a6102/
• Store Visited: Max Fashion, Damana Chowk, Chandrasekharpur

30. Thank You