Lifestyle Departmental Store in Lower Parel, Mumbai has 4 main concepts - Lifestyle, Men's Wear, Ladies Western & Ethnic Wear, and Shoe Mart. The store follows standard operating procedures like daily stock replenishment and removal of old stock. Sales associates are trained to greet customers with a smile and thank them. While targets must be met, customer service is the top priority. Maintaining loyalty programs and quality customer relationships are crucial to the store's success, as weekends account for 50% of weekly sales.

1. Report
On
Store visit to
Lifestyle Store, High Street Phoenix Lower Parel, Mumbai

2. 1
Lifestyle Departmental Store
Lifestyle Departmental stores started its journey in India with the launch of its first Lifestyle store
in Chennai in 1999. Today it has evolved as India's leading shopping destination synonymous
with fashion and gracious living. Each Lifestyle store brings together five concepts under one
roof – Apparel, Footwear, Children, Homecare & Furnishing and Beauty & accessories, offering
a convenient one-stop shop for customers. Present across major metros in India, Lifestyle is
rapidly expanding its footprint across the country.
In the year 2005, Lifestyle launched its first specialized, stand-alone home improvement store –
Home Centre. Home Centre is a one stop destination for furniture, homeware and soft
furnishing that truly represents style, comfort and individuality. The stores use unique 'concept'
rooms as the display model, to give consumers a practical idea of how each piece of furniture
would look in a particular room.
In keeping with the tradition of making every shopping experience even more rewarding and
memorable, Lifestyle introduced membership to the most privileged shopping circle in the
country – The Inner Circle. As a privileged member, every shopper gets to enjoy exclusive
benefits and privileges such
as reward points and exciting
offers. The Inner Circle is
today recognized amongst
the leading Loyalty Program
in the country with an ever
increasing base of
customers. The card is
accepted across all
Landmark Group Stores in
India including Lifestyle,
Home Centre, Max Fashion,
Splash, Bossini, Auchaan
Hypermarket, Krispy Kreme
Doughnuts & Gloria Jean's
Coffees.
Lifestyle Store, High Street Phoenix Lower Parel, Mumbai
Lifestyle Departmental store at lower parel has majorly 4 Concepts, namely
1. Life Style Concept
2. Men’s wear Concept
3. Ladies Western & Ethnic wear Concept
4. Shoe Mart Concept
Each of the Concepts has a CM (Concept Manager) and an ACM (Assistant Concept Manager)

3. 2
Retail Selling Skills
Day 1: Role of a sales person and parameters of personal skills
We reached the store at 2pm and each one of us was allotted a single concept to observe.
 On the Ground floor (Lifestyle concept, women western wear and bags section)
We learnt about various brands like 109°F, CODE(Private label), Van Heusen, ONLY,
Allen Solly, Ginger(Private label), UCLA(Private label), Kappa(Private label), Levis, Lee,
Bossini(Private label), UCB, Vero Moda, Fame Forever(Private label), AND.
 On the 1st
floor, the complete floor is dedicated to Men’s apparel. It has some renowned
brands like Tommy Hilfiger, Jack & Jones, Being Human, Arrow Sports, US Polo and
various in-house brands.
 On the 2nd
Floor(women western wear, Shoe Mart Concept and Kids section)
Shoe Mart is one concept which includes Footwear, Bags and Wallets. It is the most
labor intensive floor space.
 Ground floor has 5 cash counters. Only 3 are open on weekdays and all 5 are open on
weekends. Rest of the floors has 4 cash counters. Only 2 are open on weekdays and all
4 are open on weekends.
 Every brand has mannequins placed, dressed in the theme of the season as every
private label has themes for every season. Ginger has their current theme as “Tropical”
welcoming their latest summer collection.
 There were 2 kinds of Sales
persons,
1. Lifestyle Sales Person
2. Other Brands Sales Person
 We found Lifestyle Employees to
be very helpful and very kind to customers
as they goal is customer service and not
just sales.
 Every Morning Concept Manager
takes a meeting of employees under his
concept and boost up their motivation for
the new day.
 Lifestyle employees get a
combined target of sales that needs to be

4. 3
done every month.
Day 2: Become familiar with the sales process & Standard operating procedures
 Lifestyle sales person always follow the Palnogram for displaying the merchandise.
 Every Merchandise is placed as per “Range plan and Palnogram” shown in the picture.
This planograms are prepared at the head office in bangaluru.
 Every day Business Manager browse
through the whole store to verify whether
merchandise is in place or not as per Planogram.
 Gandola Hanging Display is another form
of display other than wall display.
 Every day Inward and outward processes
takes place in the morning.
 Every morning there should be 3 people
present to open the store, namely
1. Store Manager
2. Security Head
3. Inventory Manager.

5. 4
 Inward Process is done to replenish the
stock every day.
 Outward is done to remove old
stock.STL(Stock Transfer List) is verified on any
inward and outward.
 Seal in the inventory van has a seal
number which is informed to the store manager
beforehand in order to cross check the seal.
 Seal is broken only when all the three people are
there.
 A new seal is put by the inventory manager on
the van after loading the outward inventory.
 Following is the hierarchy of employees in a
particular Concept. Similarly followed in other
concepts.
The store manager, store
VM and HR all report to
the Business manager.
Every sales person at
lifestyle follows the policy
of Greet Smile and Thank
(GST) the customer.
CSR called
Fashion
Consultant
Concept
Supervisor
Asst. Concept
Manager
Concept
Manager
Bussiness
manager

6. 5
Day 3- Experiencing handling customers
I was posted to Shoe Mart concept for experiencing
customers and what I found was that Footwear is the
most labor intensive section in the whole Lifestyle.
Since every wall display has only 1 shoe of the pair
displayed, it is very critical to get the other shoe of the
same pair in no time so as to retain customer till he/she
buys it.
The most important part of the shoe mart concept is its
back operations (Inventory room) where stock is kept as
per the style code of the pair of footwear.
Every brand is alotted a separate rag where they can
stock their goods.
I entertained few customers who were not clear as to
what exactly they want to buy. Such customers are like
cash cows to which you can sell anything with your good marketing skills.
I came across few incidences where in because
of the delay in getting the goods from the
inventory room, customers stroll away.
Customers try different brands to gauge
comfort.
There is a specific peculiar sign that determines
genuine leather.
Few customers also asked for home delivery for
a pair of footwear when there was size availability problem.
There are few Private label brands of Lifestyle such as Paprica(Ladies), Juniors (For kinds), FORCA,Ginger
(Ladies).

7. 6
Day 4- Understanding the importance of customer service and challenges faced
by a retail sales team.
“For us Customer is a King”- Pravin kumar (Employee of lifestyle)
With this note, Lifestyle has trained their employees to treat customers like a King, and provide them
with ultimate customer experience.
While other brands stuff struggles to achieve their sales target, Lifestyle stuff concentrates on customer
service.
They believe customer service will eventually lead to sales.
Lifestyle also runs a loyalty program called “InCircle” which has
nearly 9 lakh people data which can be used later for data mining
and promotions.
60% of customers who shop at lifestyle are loyalty card holders and
40% non-loyalty card holders. This makes customer relationship
extremely crucial for lifestyle.
Saturday and Sunday amounts to 50% of the sales of the week.
On the last day we also observed how the stock take is done and
stock is outward with the help of PDT scanner which helps in making
a report of the stock to be outward.