2. TITLE : Comparative analysis of spotlight and
wannabe stores of MAX Lifestyle in
Bengaluru.
3. Comparison based on the performances of Spotlight and Wannabe stores
of Max.
To study the customer behaviour with respect to layout.
To observe the sales compared to target in these stores.
To observe the difference in sales in these stores and come up with
probable solutions.
4.
5. 11 Max stores in Bangalore
Spotlight stores : located in areas of prominence and has
maximum footfall
Wannabe stores :
◦ stores which want to match up to the level of spotlight
stores in terms of sales and customer satisfaction
◦ Constraints: locale, demography , shopping behaviour of
customers and layout.
6. Key performance indices chosen are non financial.
Customers’ response and behavior of an organized retail
business are measured.
Two measurable KPI chosen: one is the space allocation and
layout of a particular concept and the other is the
arrangement of various categories within that concept of the
store.
Measuring criteria of the KPI: customer behavior and
satisfaction.
7. Sales compared to target.
Sales compared to last year.
Sales per square foot.
Wage cost
Average sale per customer/
transaction
Units per customer/
transaction
Conversion rate
Sales per hour (for store or
associate)
Time spent in the store
8.
9. Purpose: To evaluate the retail store in terms of sales with
the help of KPIs and the overall customer experience.
Data required:
◦ Customer tracking
◦ Analysis of data through interviews and questionnaires
10. Tracking:
◦ observation made by following customer movement
◦ observe (unobtrusively) their browsing and purchasing
patterns
◦ detailed notes of how long they spend in each area of the
store, what they touch and look at, what they buy, how
much they spend, etc.
Types of shoppers’ interview/questionnaire:
◦ Store entrance interview/questionnaire
◦ Point of purchase interview/questionnaire
◦ Exit interview/questionnaire
11. Locale – various stores of Max in Bengaluru.
Sample – customers visiting the Spotlight and
Wannabe stores (both browsers and buyers).
Sample selection technique – it is purely random;
Convenience sampling.
Data collection tool - collected by the aid of:
12. Tracking
Interviews (unstructured) for the concept manager of the
store and sales persons.
Questionnaire
◦ Store entrance
◦ Point of purchase
◦ Exit
13. Internet
Retail management books and magazines
Company documents and records
