Pantaloons is an Indian retail chain that sells clothing and accessories. It has 81 stores across India. The document discusses Pantaloons' store layout, merchandise segmentation and targeting, visual merchandising strategies, and customer relationship management program. Pantaloons segments customers by geography, demographics, psychographics, and behaviors. It targets youth and middle/upper middle income groups. The stores have a free form layout to maximize space utilization and visibility of products. Pantaloons uses various signage, lighting, and displays to attract customers visually both inside and outside the stores. It also has a loyalty program called the Green Card to encourage customer retention and collect customer data.

1. Retail Store Management
PANTALOONS
12/22/2016
Submitted By:
Tushar Aggarwal PGFA1558
Rupali Singh PGFA1543
Shilpee PGFA1549
Maria Khatoon PGFA1528
Monika Trivedi PGFA1529
Ragini Awasthi PGFA1547
Submitted To:
Dr. Poonam Sharma

2. Contents
Introduction: PANTALOONS FASHION AND RETAIL LTD................................................................ 1
Pantaloons In-house and out-house Brands ............................................................................................. 3
SEGMENTATION-.......................................................................................................................... 3
TARGETING –.................................................................................................................................4
Store Layout and Design:....................................................................................................................... 4
PLANOGRAM USED BY PANTALOONS........................................................................................... 5
Effects of Planogram ......................................................................................................................... 5
SPACEPRODUCTIVITY..................................................................................................................... 5
FIXTURES.......................................................................................................................................5
WALL FIXTURES........................................................................................................................... 7
MERCHANDISE DISPLAYPLANNING.......................................................................................... 7
Performance Measurement Criteria ........................................................................................................7
Store Structure......................................................................................................................................8
Workforce Management ....................................................................................................................... 8
Customer Relationship Management .....................................................................................................9
Why CRM?........................................................................................................................................9
CRMAT PANTALOONS....................................................................................................................... 9
PANTALOONS GREEN CARD PROGRAM ................................................................................................ 10
MEMBERSHIP & 12 MONTH PURCHASE-BASED UPGRADING SYSTEM..................................................... 10
BENEFITS OF CRMTO PANTALOONS................................................................................................. 10
Visual Merchandising at Pantaloons ..................................................................................................... 11
Visual Merchandising- Signage's...................................................................................................... 11
Façadeinside Mall ........................................................................................................................... 12
Store Entrance Signage’s & stickers ................................................................................................. 14
SPACE ALLOCATION AND UTILIZATION ................................................................................. 14
DISPLAY AREAS, WALKWAYS & DOORS................................................................................. 15
Staffing at Pantaloons.......................................................................................................................... 15
Customer service............................................................................................................................. 15
Dress codes of staff ......................................................................................................................... 15
Online Platform of Pantaloons ............................................................................................................. 16
Social Media Existence.................................................................................................................... 16
CONCLUSION...................................................................................................................................... 16

3. Introduction: PANTALOONS FASHION AND RETAIL
LTD.
Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first
Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013, there are 76
Pantaloons stores in 44 cities. Pantaloons was previously controlled by the Future Group, but has
now been taken over by Aditya Birla Nuvo Limited (ABNL).
Spotlighting today's buoyant youth, Pantaloons Fashion Retail Ltd., India's premium lifestyle
apparel company offers chic and trendy fashion to meet their ever-changing needs. With
innovative designs, concepts and products, the company brings the latest trends in fashion and
clothing styles to the apparel market. Pantaloons reflect the ideology of always keeping alive the
'newness factor' through fashion apparel and accessories that are visually appealing and
fashionably upbeat.
The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997. Over
the years, the brand has undergone several transitions and re-invented itself to bring XII forth
compelling trends and styles catering to the evolving fashion hub.
Since its inception, Pantaloons progressed from retailing just a mix of brands to its very own
popular private labels as well, designed by the in-house Design Studio. With a sharp focus on
bringing the latest in fashion, the Design Studio combines its prowess in design and aesthetics to
present styles that keep the consumer fashionably dressed each season.
Initially positioned as a store catering to the fashion needs of the entire family, Pantaloons has now
transitioned to a fashion and lifestyle brand with an emphasis on youth and a focus on designs that

4. are inherently in sync with current fashion trends. This compelling combination has helped
Pantaloons retain its place on the style radar of every consumer's wardrobe.
Pantaloons stores have an abundance of choices across categories that range from western to
Indian wear, formal to party wear and active wear for men, women and kids. To further add to the
customer's innumerable choices that reflect style, attitude, and comfort, Pantaloons has extended
its horizons to fashion accessories like fragrances, footwear, handbags, watches, sunglasses and
much more.
With a chain of 81 fashion stores across 40 cities and towns, Pantaloons is constantly extending its
foot-prints into the rest of modern India.
Pantaloons which was previously controlled by the Future Group has now been taken over by
Aditya Birla Nuvo Limited ['ABNL']. ABNL is a part of the prestigious Aditya Birla Group, a $40
billion Indian multinational, operating in 36 countries across the globe with over 136,000
employees.
The company offers 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. The
81 aesthetically designed stores spread across the country display a range of classy and trendy
merchandise that truly lives up to Pantaloons’ maxim of ‘fresh fashion’.
A typical Pantaloons store is spread across a sprawling retail space of about 28,000 sq. ft.,
comprising a brand portfolio that runs across a wide gamut of styles that spell class. The collection
includes ready-to-wear western and ethnic apparel for men, women and kids, complemented by an
exhaustive range of accessories.
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 private labels for men in western wear include Lombard, Rig, Bare Denim, Bare Leisure and
JM Sport apart from trendy brands like Urbana, Scullers, John Miller, and Indigo Nation. Akkriti
provides a wide selection of ethnic wear.
Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in exclusive
brands like Lee Cooper Juniors, Chalk exclusive, Chirpy Pie & Bare in addition to international
brands like Barbie and Disney. For the ethnic look, they can opt for traditional wear from Akkriti.
Pantaloons offer much more than just apparel. Customers can shop from an assortment of watches
from renowned international brands like Tommy Hilfiger, Esprit etc.

5. They have different section for apparels at which mainly focuses on the new, stylish and
fashionable clothes for all age group customers.
There are different sections in the Pantaloons store of Shipra Mall:
 Men’s formal Section
 Men’s casual Section
 Women’s formal Section
 Ethnic Section
 Kid’s Section
 Jewellery Section
 Footwear Section; etc.
Pantaloons In-house and out-house Brands
SEGMENTATION-
Pantaloons generally make segments of their customers of different basis as follows:
Geographical
 Metropolitan cities
 Small town/Tier 2 cities (Muzaffarnagar, Moradabad)
Demographic
 Middle and upper middle classes
 Family life cycle (men, women and kids)

6. Psychographic
 Socio economic class A1,A2,A3
 Life style- culture oriented, fashion oriented
Behavioural
 Occasion- regular, seasonal
 Benefits- quality, economic services
 User status- regular user
TARGETING –
 The company primarily target the youths.
 The ideology of the company is Fresh Fashion, Fresh attitude, Fresh Feeling.
 It mainly focuses on the middle and upper middle income group of society.
 They are very serious behind the idea of “fresh fashion “and have projected youth at the
fore-front.
 The company has primarily focused on the youth of the country since the major part of the
population lies in the age of 18-40 which is the income group.
Store Layout and Design:
 The store layout and design is perfect in creating image in the minds of the customers.
 Planogram store design-providing lots of space for customers to walk and see varieties of
products without any difficulty.
 It is designed in a manner that customer’s have relaxing shopping experience.
 Different brands have been given separate store areas or space for enhancing the
experience.
Pantaloons follow free form of store layout. No particular format is followed; anything can be
placed anywhere but strategically. The zonal head office decides the layout for the stores of that
zone. While putting the products into the display, they just want to ensure that there is enough
space for the customer to roam around and each product in the display is clearly visible to the
customer.
They usually put their in-house brand into the front rows and the out-house brands into the back
end rows. So that whenever the customer comes, they can have a look o their own brands before
going to other brands.
The stores where the sale is very high, Pantaloons ensure that their own brand’s weightage should
be more in comparison to out-house brands.
The store where the sale is not very high, weightage of out-house brands is higher so that the
customers can get attracted towards the brands and they can increase their footfall. They get
loyalty bonus from the brand holders to keep the out-house brand in the store.

7. Slightly they try to increase their own brands number when they feel that the footfall and the
salesare increasing in that store.
PLANOGRAM USED BY PANTALOONS
 Shows the placement of retail products on shelves.
 It makes a section more aesthetically appealing to the customer.
Effects of Planogram
 Satisfying customer with a better visual appeal
 Tighter inventory control / reduction of out of stock: They try to sell the end stock
through their online website
 Better-related product positioning: Like western and cloths for work-out are adjacent to
each other; jewellery section is between women’s western and ethnic section etc.
 Assign selling potential to every inch of retail space: they ensure that each and every space
even it is a small one, is generating revenue in any terms.
 Effective communication tool for staff
SPACE PRODUCTIVITY
Pantaloons effectively utilizes its space in its store and as it is usually measured by sales per square
foot of selling space therefore we came to know that it has been assigned in a logical manner so
that it becomes convenient for customers to purchase and walk here and there to see the
merchandise.
It has basically been done to make the purchase very easy and comfortable to the customers who
visit the store and also it has been logically done in order to maintain the smooth functioning of
various operational activities that take place inside the store of pantaloons.
FIXTURES
In the store we basically found three types of fixture fittings which can be seen in the store over
all.
These are as follows-
 Straight Rack
 Gondolas
 Round rack

8. Images of the same have also been included-
1. Straight rack:
2. Gondolas
3. Round Rack

9. WALL FIXTURES
To make store wall merchandisable, and ensure varieties of clothes have been fitted into it-
In order for the merchandise to look more appealing to the eyes of customers pantaloons ensures
that there is proper and appealing wall fixtures on the walls of the store and the clothes have
properly been fitted into those fixtures.
MERCHANDISE DISPLAY PLANNING
 Shelving
 Hanging
Performance Measurement Criteria
In order to measure their performance and to ensure that their strategies are being properly
implemented Pantaloons uses basically 3 main criterias which primarily are :
1. Conversion rate
2. Ticket size
3. Basket size
The calculation has been shown as under-
 Conversion Rate
= Total footfall / Total no. of bills generated
 Ticket Size
= Total sales/ total bills generated
Performance Measurement Criteria
 Basket Size
= total merchandise sold / Total bills generated
So with the help of these 3 performance measurement criteria the store tries to judge whether or
not they are able to meet theirtargets effectively and efficiently and also to take corrective actions
for the same. Also this helps them to build further new strategies for their store.

10. Store Structure
Workforce Management
 Two shifts practise
Morning shift Evening shift
(10:00 – 19:00) (13:00-22:00)
 Girls are allowed to work only in morning shift

11. Total number of Employee 37
Pantaloons staff 28
Non-Pantaloon staff 09
Customer Relationship Management
The activities in Pantaloons over Customer Relationship Management is to satisfy the customer
and make the customer to be a loyal customer by providing various services and conducting
activities in some occasions on special days like Women‘s day, independence day etc.
Why CRM?
 Want to focus both on acquisition & Retention
 To convert daily footfalls into loyal customers
 Extraordinary service and customer satisfaction
 Increase customer share
CRM AT PANTALOONS
 In Future Group only Pantaloons is following Customer Loyalty Program
 CRM is practiced through the “GREEN CARD” program
 Software used is the ‘Customer Loyalty Program
 Birthday Call to all Green card members
 They Encourage repeat customer visits through their unique offers and special sale
displays.
 Payback in India’s largest and most successful multi-partner loyalty programs.

12.  This program enables consumers to collect million of points across online and offline
partners – with just a single card
PANTALOONS GREEN CARD PROGRAM
 Informing the Customer about the loyalty program
 To become a green card member
 Filling of form
 Enrolment payment of Rs. 100
 While filling the form various customer details like
 Name
 Address
 Date of Birth
 Phone No.
 e-mail id
 Income
 Relationship Status etc.
MEMBERSHIP & 12MONTH PURCHASE-BASEDUPGRADINGSYSTEM
Three Star Card - Upgrade to a 3 star status by shopping for Rs. 8000/- immediately preceding
12 months of current shopping date.
Five Star card - Upgrade to a 5 star status by shopping for Rs. 20000/- immediately preceding 12
months of current shopping date.
Seven Star - Upgrade to a 7 star status by shopping for Rs. 40000/- immediately preceding 12
months of current shopping date.
BENEFITS OF CRM TO PANTALOONS
 Customer profiling
 Direct Marketing

13.  Personally recognizing customers
 Integration of processes at the back end to identify customer buying habits
 Offering appropriate value and great service to encourage repeat business
 Ensuring that customer satisfaction continues to improve
 Effective tool for retaining customer.
 Promotion gets focused & thus cost reduction
 Frequency of Green Card members doing repeat purchases
Visual Merchandising at Pantaloons
Visual Merchandising- Signage's
Pantaloons have many signages in store and outside as well to:
 Provide information to customers.
 Clear fonts in Capital letter are shown.
 Message is clear and attractive for customer as it provides benefits.
 Using words such as “Just” to attract.
 Short text with clear meaning.
 Include logo to give a rich feeling.

14. Façadeinside Mall
They used City light poster for inside store visual merchandising and as when a white light glows
behind the poster it attracts more customers.
There are three primary colors (red, yellow, and blue) and three secondary colors (orange, green,
and purple). The primary colors are the colors that cannot be made by mixing any other colors, and
the secondary colors are made by mixing two primaries together. Red combined with yellow
makes orange, yellow combined with blue makes green, and blue combined with red makes purple.
These six colors often appear together on a color wheel in this order: red, orange, yellow, green,
blue, purple (then back to red). This places the warm colors (red, orange and yellow) on one side
of the wheel, and the cool colors (green, blue and purple) on the other side of the color wheel. This
also places the secondary colors in between the two colors that were used to create them. Colors
found opposite each other on the color wheel are known as complimentary colors. Complimentary
colors are known to be “opposites”–as different from each other as black is from white.
Complimentary colors stand out against each other and are often used together for basic graphic
designs.
Through the color theory system, different colors are known to achieve different effects. Different
colors may draw the viewers in, lead the eye of the viewer around on the surface of the object or
image, and create different emotional responses.
Visual Cohesiveness and Balance
Color schemes that hold together well tend to be derived from the color wheel in a way that is
logical and almost mathematical in nature. For example, a monochromatic color scheme is a color
scheme based on one color only. Complimentary color schemes, on the other hand, are created
from two colors that sit opposite one another on the color wheel (example: blue and orange). A
triadic color scheme is created by choosing three colors of equal distance from one another on the
color wheel.

15. Colors affect the emotions of the people who see them. In general, cool colors are colors of calm,
sadness or peace, while warm colors are colors of passion, aggression and excitement. People are
aware of this to some degree, and when they see an image that utilizes specific color schemes, they
understand the meaning of those colors.
What will you do when one day you come to office thinking that this time i will design something
so artistic and amazingly dramatic and to your shock you come to know your budgets have been
cut to half. Where you were planning to spend ($$$$) in a window you come to know it has
become half.
but after getting over this shock over tea( 20 cups) , Pantaloons planned how can you actually
make something really cool in a very tight budget, for that we first saw what is the current window
, which was festive then we saw the brief for the upcoming promotions which was winter wear
window display.
Sothey decided that we reuse whatever we can and give a complete make over to the window.
Before (festive window)
From this window we took the same backdrop and reused the same moulding by just rearranging
the placement, and created a room scenario in winters were we had a fire place and etc.
After (winter window)

16. Store Entrance Signage’s & stickers
They also put signages and stickers in front of entrance doors to attract customers by providing
information about the exciting offers.
Inside the store they use the lighting concept and put gondolas and round racks and straight racks
to take full usage of space. Pantaloons have applied the concept of category management in its
day-to-day merchandising function as against the traditional brand management merchandising
practice followed by most retailers. Category managers look at sales and margins of each brand in
a category. The whole idea of category management is to create products across length and breadth
of a category at different price points, fabrics, design, shape, seasons, colour and size.
Exterior Store Design
The exterior appearance of a store silently announces what customers can expect inside. Good
exterior visual merchandising attracts attention, creates interest and invites the customer into the
business.
Interior Store design
Flooring and Ceiling Graphics & Sign ages
Lighting Music
Store security Colour & Fragrance
SPACE ALLOCATION AND UTILIZATION
 Furniture and fixtures
 Walk Ways and Entries
 Sound type and density
 Odour type and density

17.  Visual merchandising- Merchandise Type and Density
DISPLAY AREAS, WALKWAYS & DOORS
Pantaloons stores have very attractive display areas, in which they put the dummies, accessories &
all. They have a broad walkway & doorways.
Staffing at Pantaloons
A retail staffing service is different from a traditional staffing firm. Temporary staff associated
with these retail-oriented firms are often specifically trained and experienced in the retail sector.
This makes employees of these services more viable candidates for retail positions in need of being
filled, either on a permanent or temporary basis.
A retail staffing service is an employment firm that specializes in placing employees in retail
positions, ranging from clothing stores to big box retailers and everything in between. This service
may court employees with retail experience or train employees looking to work in retail. Retail
staffing firms may form relationships with retailers throughout the community to funnel workers
into their stores for training purposes or to land temporary or permanent positions.
The benefits of using a retail staffing service are numerous to the retailers that take advantage of
such services. The main benefit is that you get experienced employees that understand the value of
customer service as well as the importance of making sales goals. Using specific staffing services
also ensures that you get people already screened by the staffing firm, which is another benefit.
Customer service
We have all felt the growing frustration of waiting unnecessarily, being ignored or facing
inefficiency when shopping. In these tough times, customers are more and more likely to reject bad
service when a competitor can offer the same products and price without the hassle. Retailers can
no longer view customer service as an option and providing a positive retail customer experience is
vital. A coherent and successful retail service model is the differentiating factor between a
successful and unsuccessful business.
Based upon research conducted by Customer Champions, on behalf of Skillsmart Retail, and
utilising interviews with a range of retailers such as Waitrose and Marks & Spencer through to
outstanding independent retailers, this article begins to cover some of the findings when it comes
to retail customer service.
Dress codes of staff
At pantaloons they decide dress code of staff on basis of brands of brands. If there is an in house
brand so the staff allotted to it will be wearing the T-shirts of that brands and if the staff is
belonging to any out house brand then he must be wearing the black t-shirt with the brand name of

18. which they are associated into. This practice is using by retail stores to make their customers aware
about in house brands and out house brands.
Online Platform of Pantaloons
Pantaloons is also into online business by their own website that is www.pantaloons.com wherein
customers can check out latest offers online and order products as well.
Social Media Existence
Pantaloons are using various social networking sites to grab its customer’s attention and as well as
try to get them engaged. They are into Instagram, twitter and Facebook. They have also launched
an innovative offer on Facebook that is they show a picture of apparels and shoes as well as
accessories in which customers can mix and match any of them according to their choice. This
gives customers a free hand edge to choose anything and make their taste better.
CONCLUSION
Pantaloon Retail (India) Ltd is a company where it strives for lifestyle and value through its
products and services. Through the study, it is observed that pantaloon can be said an organization
where the P’s of marketing is taken seriously for the maximum profitability through large range of
products, promotional activities for the company and a solid sales organization monitoring that the
P’s are worked effectively. The store has been well maintained in accordance with the latest
demands of the consumers and through all these strategies Pantaloon ensures repeated customer
patronage.