DECLARATION

I,Tripti Gambhir, a student of future innoversity hereby declare that the material provided in this report is original and has not been submitted anywhere else for any other diploma or degree.

Tripti Gambhir

1

ACKNOWLEDGEMENT

I take this opportunity to thank the management of Pantaloons(GIP)for allowing me to be associated with the organization and hence exposing me to its culture which has helped immensely in enriching my knowledge and gaining a valuable insight into the practical aspects of customer service.This report is a result of invaluable support and contribution of number of people.

I would like to extend my heartfelt thanks to my store manger Mr.Jatin Bhambri,my store HR Miss Megha Gupta,DM of ladies western Mr.Abhishek Kumar,CSD manager Miss Sadhna Pawar.

I would also like to thank the customers for co-operating in my study.

Tripti Gambhir

2

TABLE OF CONTENTS:

1)CHAPTER-1

i. Introduction…………………………………………………………………………………………………………5-6

ii. Current landscape of retail…………………………………………………………………………………..7-8

iii. Store analysis………………………………………………………………………………………………………9-31

2)CHAPTER-2……………………………………………………………………………………………………………..32-49

3)CHAPTER-3

I. Introduction…………………………………………………………………………………………………………50-51II. Kinds of customers………………………………………………………………………………………………..52

III. What is customer service?.......................................................................................53-54IV. Need of customer service…………………………………………………………………………………….55V. Objective of customer service………………………………………………………………………………56

VI. How does pantaloons offer customer service……………………………………………………….57-77VII. Customer loyalty program at pantaloons……………………………………………………………..78-80

VIII. Research methodology………………………………………………………………………………………..81-89

4)CHAPTER-4………………………………………………………………………………………………………………90-98

5)CHAPTER-5……………………………………………………………………………………………………………..99-100

6)CHAPTER-6………………………………………………………………………………………………………………101

3

4

CHAPTER-1

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats inboth the value and lifestyle segment of the Indian consumer marker. Headquartered in Mumbai(Bombay), the company operates over 5 million square feet of retail space, has over 450 storesacross 40 cities in India and employs over 18,000 people.The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, auniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touchand feel of Indian bazaars with aspects of modern retail like choice, convenience and qualityand Central, a chain of seamless destination malls. Some of its other formats include, Depot,Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, mBazaar and Star andSitara. The company also operates an online portal, futurebazaar.com.A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformathome solutions store, Collection i, selling home furniture products and E-Zone focussedon caterings to the consumer electronics segment.Pantaloon Retail was awarded the International Retailer of the Year 2007 by the US basedNational Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 atthe World Retail Congress held in Barcelona. Pantaloon Retail. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.FUTURE GROUP:Future Group is India’s leading business group that caters to the entire Indian consumptionspace. Led by Mr. Kishore Biyani, the Future Group operates through six verticals: Retail,Capital, Brands, Space, Media and Logistics.Apart from Pantaloon Retail, the group’s presence in the retail space is complemented by groupcompanies, Indus League Clothing, which owns leading apparel brands like Indigo Nation,Scullers and Urban Yoga, and Galaxy Entertainment Limited that operates Bowling Co, SportsBar, F123 and Brew Bar.The group’s joint venture partners include French retailer ETAM group, US-based stationaryproducts retailer, Staples and UK-based Lee Cooper. Group Company, Planet Retail, owns andoperates the franchisee of international brands like Marks & Spencer, Next, Debenhams andGuess in India. The group’s Indian joint venture partners include, Manipal Healthcare,Talwalkar’s, Blue Foods and Liberty Shoes.Future Capital Holdings, the group’s financial arm, focuses on asset management and consumercredit. It manages assets worth over $1 billion that are being invested in developing retail realestate and consumer-related brands and hotels. The group has launched a consumer credit andfinancial supermarket format, Future Money and soon plans to offer insurance products through

5

a joint venture with Italian insurance major, Generalise.The group is currently developing over 50 malls and consumption centres across the countryand has formed a joint venture company focusing on mall management with Singapore-basedCapital and, one of Asia’s largest property companies.Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every IndianConsumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core valueand its corporate credo is – “Rewrite rules, Retain values.”

CORE VALUES OF FUTURE GROUP INDIANNESS LEADERSHIP RESPECT AND HUMILITY INTROSPECTION OPENNESS VALUING AND NURTURING RELATIONSHIPS SIMPLICTY AND POSITIVITY ADAPTABILITY FLOW

6

CURRENT LANDSCAPE OF RETAIL

The Indian government does not recognize retail as an industry. In India 98% of the retail sectorconsists of counter-stores and street-vendors.With no large players, inadequate infrastructure and a small affording population that believed in saving rather than spending, Indian retail never attracted the interest of large corporations. That was till they realized that retail in India is a USD 320 billion dollar industry, growing at CAGR 5% and contributing to 39% of the GDP.

Today the retail industry has witnessed a remarkable transformation.The country’s staggering economic growth of around 8% over the last 2 years has resulted in major shift in the Indian class structure with higher incomes leading to the growth of the Indian middle-class. This is a middle-class that is aware of the standards of living in other countries thanks to exposure through the media and internet. Unlike their forefathers they have decided to adopt a “Spending” approach to improve their standard of living rather than a “Saving” approach. With an estimated 400 million shoppers and growing, organized Indian retail’s target population is larger than that of the entire United States.Voted the most attractive retail destination in the world for two years in a row, India is expected to witness 7-8% growth in its retail sector over the next few years.Recognizing the short-term and long-term growth of retail in India, a number of domestic business giants have entered the retail industry or are planning to do so in the near future. Some like Pantaloon Retail ,Shopper’s Stop and Pyramid Retail have been in the industry for a decade. Others like Reliance Retail Ltd.(RRL) have just entered and opened up a number of stores across the country. Still other domestic players like Birla and Bharti are planning their foray into this sector. In fact retail in India has also attracted global giants like Wal-Mart who have also indicated their interest in the sector by forming a Joint Venture with Bharti. Each of these domestic and international retail giants have or will introduce a number of modern retail formats like malls, hypermarkets and supermarkets. Initial consumer response to these novelties in the retail sector has been very promising and as the middle-class continues to grow, organized retail in India is sure to see large returns. In fact, organized retail is growing at a staggering 35% per year.

As organized retailers enter the Indian market, however, they must be mindful of the unique status of retail in the country. Retail in the country has been dominated by millions of unorganized retailers who have used consumer proximity and home-delivery as their operating ideals to cater to the Indian consumer that has become accustomed to this convenience. Unorganized retail has both shaped the mentality of the Indian consumer and been shaped by it. As of 2005 retail contributed 39% of India’s GDP, but even with this, the percentage of retail in the organized sector is only a measly 6% for retail sector’s contribution to India’s GDP and penetration of Organized Retail. These counter-stores and street vendors might seem small fish in a retail industry that is soon to be dominated by giants like Pantaloon and Reliance. Yet, they cater to a different set of preferences of the Indian consumer and have traditionally survived on low turnover and thin margins. Individually they are a minor factor in the retail plans of any giant organized retailer but collectively they represent the historic state of retail in India that is so deeply intertwined in the economy of the country and the psyche of the Indian consumer that co-existence with them is a better policy rather than competition.Another factor that major retailers must be wary of is the lack of infrastructure to support supply chains and efficient retail operations in India Companies like Wal-Mart that grew from the ground-up leveraged the infrastructure of U.S.A to build a large supply-chain which has been the backbone of its success. The story in India is very different.

7

Inadequate highways, the absence of a cold storage facilities, an underdeveloped supply chain, limitlessbureaucracy and the lack of regulations created a situation where the local corner-stores and hawkersthrived. What was the street-vendors gain will be a major hurdle for large-scale organized retailers. Theywill have to demonstrate unprecedented innovation, adaptation and experimentation to succeed in theIndian retail industry.

8

STORE ANALYSIS

1.NAME OF THE STORE PANTALOONS,GIP NOIDA

2.TOTAL AREA 27000 square feet

3.CARPET AREA 4000 square feet

4.RETAIL AREA 23000 square feet

4.AREA FOR CASH TILLS 650square feet

5.AREA FOR WAREHOUSE 2500 square feet

6.TOTAL NO. OF CASH TILLS 9

7.MANPOWER (excluding brand staff) 48

8.MANPOWER(including brand staff) 95

9

STORE HIERARCHY

10

STORE MANAGER

HR MANAGER

TEAM MEMBER

DEPARTMENT MANAGER

TEAM MEMBER

DIFFERENT DEPARTMENTS OF THE STORE

1)MEN’S WEARCategories in mens wear:-

• Mens shirts

• Mens T-shirts

• Mens trousers

• Mens denim

• Mens sportswear

Mens Sportswear

Brands in mens sportswear:

Ajile:-This is a pantaloons brand.In this brand are sportswear tops in cotton and other fabric and in designs like slids and prints.

Rig:-This is a utility brand.Its a pantaloons brand.This is military inspired. Mens Casual

Brands in mens casual Bare Denim:It is a pantaloons home brand and this brand contains good quality of denim

jeans,shirt,T-shirts.Various types of fit like straight fit,comfort fit,skin fit denims are there in this brand.It also makes various kinds of T-shirts with v-neck,round neck,etc.

Bare Leisure:It is a pantaloons home brand. UMM(Underground music movement):This is a pantaloons brand.This brand is music inspired.Has

denim jeans,shirts,t-shirts,etc. Rig Ajile JM sports F-factor Lee cooper and blue diamond:This is not a pantaloons home brand.It attracts the customers as its

an international brand and has varieties in denims,shirts and T-shirts. Akkriti: This is a pantaloons home brand and it has mens long kurta,mens short kurta.it also

specializes in party wear shirts. Celio:This is a group brand.

11

Mens Formals

Brands in mens formal are: Indigo nation:It is an Indus brand and has mens formal shirs,trousers.It uses good quality of fabric. John miller: Daniel Hechter:-It is an Indus brand. Urbana:-Indus brand Lombard:This is pantaloons home brand

2)Ladies Wear

Categories in ladies wear:

• Womens ethnic wear

• Womens tops and blouses

• Womens denim

• Womens T-shirts

• Lingerie

• Womens bottom wear

• Womens sportswear

• Sleepwear

Ladies Ethnic Wear

Ladies ethnic wear has ethnic tops and kurtis and ethnic bottoms.Designs Ranges from pintuck to full print,full solid and full textured.

Brands in ladies ethnic:

Biba:-This is a non pantloons brand and it has a variety of kurtas,salwar kameez dupaatas. Trishaa:-It is a pantaloons brand. Rangmanch :-It ia also a pantaloons brand. Akkriti:-pantaloons brand

Ladies Western wearBrands in ladies western wear:

Anabelle:This is a pantaloons brand.It has two stories-evening wear and career wear.It specializes in party wear dresses like evening wear gowns,party wear tops and also in formals.

Rig Scullers:It is an Indus brand and it specializes in party wear tops and formals. Ajile

12

Jealous:It is an Indus brand.In this brand are denims with fits like straight fit,slim fit,regular fit and casual tops.

Bare denim: It is a pantaloons brand.In this brand are also denims and tops and T shirts. Lee cooper and Blue diamond Underground Music movement(UMM) Honey: It is a pantaloons brand.It specializes in party wear, casual tops.trousers with the most

trendy merchandise. 1090F:This is a non pantaloons brand and it also has party wear and casual dresses. AND:Non pantaloons brand Remanika: Non pantaloons brand.

3)KIDS WEAR

Categories in Kids Wear

• Boyswear

• Girlswear

BRANDS IN KIDS WEAR

Bare Chalk Rig Lee cooper Sach Akkriti

13

KEY PERFORMANCE AREASKey performance areas typically focus on customer walk ins.

1. TICKET SIZE = Total sale/Total no. of bills made2. BASKET SIZE = Total quantity sold/Total no. of bills3. CONVERSION = Total no. of bills made/Total customers entered*1004. AVERAGE VALUE PER PIECE= Total sales/Total number of pieces5. PER SQUARE FEET=Total sale/Total number of square feet

14

STORE OPENING

Objective: To ensure that the Retail Store opening happens daily and effectively without any discrepancies.

Start / End Points

Start: This process starts when the store is ready to open for the pre business operations.End: This process ends when the store is ready to open for the customers and the main customer entrance door is openedTrigger: This process is triggered when the Store Opening Manager arrives two and half hours before the store opening timingScopeStore is cleaned to match customer expectations

Equipment is operational and safe to use

All necessary stock management routines have been carried outDetailed Operating ProcedureInitiate Store Opening

Store Opening Manager arrives at the staff entrance two and half hours before the storeopening time.

SOM checks seal on the main lock.

If the seal is found Ok, the Security officer opens the locks in the presence of the SOM.

Both the security officers and SOM to sign on the Store Opening register.

If the opening shutter seal is found tampered with, the SOM should call the SM and the Security Head to inform them of the same. SOM then takes photographs of the broken seal and a written statement from the security officer about the incident. They then wait for the SM to arrive before proceeding to open the store. (In case the SM is not available the store should only be opened in presence of Zonal Operations Manager or Business Manager).

In the above case, SM to communicate the Business Manager by highlighting the fact in the Store Opening Register & Store Incident Log Book and sending the same to him/her so that Business Manager may prepare himself for any eventuality arising as a result of it.

In case, the lock is broken or any tampering is done to the shutter/display windows, then the local police station has to be informed by SOM and the store to be opened in the presence of the police team.

Once the Opening register is signed, the Security Officer and the SOM should carry out check as per the checklist mentioned in the Store Opening Checklist.

15

SOM and security to note the store opening electrical meter reading, before switching on the lights.

Two torches should be readily available after the main staff door is opened. Once the staff entry/exit door is opened, only the SOM along with one security officer should move towards the power supply room to switch on the necessary lights to assist store opening (as per color code definition on electric switches) SOM checks the status of all the sealed locks. The other security officer is at the opening shutter / staff entry/exit door at this point of time.

In case of any discrepancy or any abnormality found as per their checklist, it is noted on the Remarks Column.

Security maintains a log of the time each employee is supposed to report for work at. No one will be permitted to enter the premises of the store more than 30 minutes before their due time unless they have prior written permission from the Store Manager . Incase the SM is not present to give the authorization, it will have to be done with DM’s permission, this will be counter signed by SM later. Area Manager/Business Manager also needs to sign this during their store visits.

Security to ensure that all the housekeeping entering the store should be thoroughly checked (frisked) and entry register should be updated.

SOM should also check for any merchandise tags left on the shop floor according to Checklist.

Assign Store Opening Activities to the Staff

House Keeping Supervisor allots work to his staff. Housekeeping supervisor to make sure that his team completes all the work within 1 hr after they have entered the store.

Security Supervisor assigns tasks to his staff.

Supervise the Store Opening Activities given to the staff

Store Opening Manager and the Security Supervisor supervises the tasks given to their team members and confirms that the task is being completed on time.

Maintenance Person starts few lights in each department.

All the staffs check for any discrepancies in their respective department and inform their superiors.

for any of the discrepancies found.

Fills in the checklists in their respective department and get it signed by their superiors.

Store Opening Manager supervises the staff in their daily routine check and allots extra force if

16

required for the completion of work.

Check for the Closure or Completion of the Store Opening Activities

Store Opening Manager checks for the completion of all the tasks assigned to the team members and signs off on their checklist after the completions of the task.

Open the Store for the Customer Entry

Maintenance Person starts all the Security Systems, Air Circulating Machine and some of the lights of the store.

Switches on all the lights, before the opening of the main Customer Entry shutters.

Head cashier to open all tag detachers 5 minutes before store opening time for Customer’s.

5 minutes before the business hours CSD starts with the announcements. This is done as per the standardized script.

Security Guard present at the store entry opens the customer entry shutters 5 minutes before the store opening timings.

Customer Service Desk Manager / Executive

CSD Manager should ensure that the CSD Desk and Alteration desk are neat clean and well maintained, should follow the standard checklist.

17

VISUAL MERCHANDISING IN STOREVisual merchandising is the activity of promoting the sale of goods,especially by their presentation. It includes combining product,environment and space into a stimulating and engaging display to encourage the sale of product or service.It is an important elelment of retailing.In visual merchandising the visual merchandiser has to look after the basics of merchandise presentation like he has to see the hangers alignment,size/price tag display,table display,piling,folding,stacking,layering,hanging,color blocking,color co-ordination,presentation on fixtures,signages.etc.

TYPES OF SIGNAGES1) Power Pricing Signage:

This is a power pricing siganage.2)Generic or product signage

18

GUIDELINES FOR PLACEMENT OF GENERIC SIGNAGES

• All the Signage should be in Right format, no spelling mistakes

• Right fonts should be used (Helvetica 35,Aparajita, HelveticaNeue, Rupee Foradian)

• Apart from Brand signage guidelines No extra signage should be there in any Brand

• As per brand signage guidelines all the signage should be there on the floor

• Any promo or offer signage will be placed with new acrylic stand, it will not hide any brand signage

• No Old Fashion Friday signage should be there on the floor

• All the signage paper & acrylics should be in proper condition

• On one fixture only one signage will be kept

• Signage’s are never one sided, it has to be two sided.

3)Fit Signage

4)Look Signage

A4 and A 5 are look signages.

5)Get the look Signage

Get the look,pillar,A3 and A5 are get the look signages.

6)New(Black)Signage

They are divided into 4 category:

19

A4

A5

Browser tags

Shelf talker

Black ground signages are:

• New arrivals

• New trends

• New Introduction

• New color

• New fit

• Your favorite

• Last of the best

7)Fashion Friday signage

They are of 2 types: generic and theme

20

Discount signage:

8)Offer signages

21

MANDATORY SIGNAGES

• Fresh fashion signage

• Visual behind cash counter/CSD for negative space

• Green card signage

• Informational signagesThese helps to inform the customer about:

1) the various Floors in the store.For example:Ground Floor : Women's WearFirst Floor : Women's Wear and Kids WearSecond Floor : Men's Wear2) the various ZONES within each Floor3) the working days of the store4) the store timings5) the facilities offered to the customer6) general courtesies

These will be:• Wall mounted• Free standing units

Informational signs include:• Store Directory• Store Timings Panel• Store Facilities Offered

INFORMATIONAL SIGNAGES

22

ALL ICONS USED

23

DIRECTIONAL SIGNAGE

• These help the customer to reach their desired ZONES

• These will be:

• suspended from the ceiling

• Wall mounted

• Free standing units

• Cantilevered

Directional signs include:

• Entry

• Exit

• Lift / Elevators

• Stairs

24

• Escalators

• Washrooms

• Please Pay Here

• Drinking Water

• Trial Rooms

• Way to First Floor

• Way to Second Floor

• Way to Third Floor

OUTWARDING

Objective: To ensure smooth movement of stock and merchandise stores to warehouse, vendors and any other location and updating the inventory.

Start / End Points

Start: This process starts when Front End Category / Category / store logistics creates a STO for the transfer of merchandise

End: This process ends when the Store receives goods receipts details from the receiving site

Trigger: This process is triggered when the Front end Category/Store Logistic Person/Retail Category identifies products to be sent back to CDC or Vendor

Scope

Transfer of merchandize from one store to another store / Delivery center

Merchandize delivered by stores directly to the vendor

Outwarding of SIS merchandize

25

A - Detailed Operating Procedure – Merchandize to be Outwarded to other Pantaloons Stores / Delivery Center

Basic Principles governing the Process

Outward of merchandize to all the stores/DC to be strictly done by generating a STO only.

Transfer through RSTO are not valid, hence an RSTO should never be created.

For goods to be outwarded, a STO listing the items needs to be created by the FEC.

Outward should be done only on the days specific for outward from that store.

Each item is to be entered against this STO and outwarded from the system.It is of utmost importance that, before outwarding, permission to be sought from the Retail Category Team with the store manager & zonal supply chain team in loop.

Allocations to be done by the respective Retail teams (ie Destinations to be given by Retail Team ).

Scanning and Outwarding of items

Each item to be outwarded is detagged, missing barcodes are replaced.

Every article is scanned to generate a list of the merchandise to be outwarded to the storeEvery article is packed in a separate polybag and stored MC wise or Brandwise into separate cartons as confirmed by the respective category.

Ensure no carton is overloaded & has the right quantity of merchandise with the relevant packing slip on the outer side of the carton.

Checklist and Outward Packing Slip:A detailed checklist is to be prepared and signed off by the warehouse incharge before outwarding. This checklist should be filed for every consignment outwarded and maintained for audit purpose, afterthe merchandise has been inwarded by the receiving location.

Also a packing slip mentioning the following details to be affixed on every carton before outwarding and another copy of these details to be attached to the corresponding Checklist for Outwarding.

26

Carton Number means “If there are 5 cartons against a STO, carton numbers to be written as 1 of 5, 2 of 5…5 of 5” for easy identification.

The outwarded items are saved.In all, 2 copies of STO & 2 copies of delivery challan are printed – One copy of STO & delivery challan along with gate pass issued by security to be given to delivery vehicle staff. Another set to remain with the store warehouse for store records.

Proof of Delivery:Warehouse personnel to supervise loading onto the delivery vehicle according to the DC/PO. The security personnel to simultaneously maintain a count of cartons being loaded on the vehicle and tally the number as per the STO.Security personnel to affix a seal containing store’s stamp as followed & security’s signature on the delivery vehicle.

Store Name

STO. No.

Nos. of carton & pieces delivered

Date of outwarding.

Outward NumberSecurity personnel to record the outward in their security register and create a gate pass for the consignment. The DC and gate pass are stamped with an outward stamp by the security. A copy of the STO and the gate pass are to be handed over to the delivery vehicle staff.

The other copy of the STO and gate pass is handed back to the warehouse personnel for filing of the same after acknowledgement of the delivery vehicle staff on it.

The acknowledgement of the delivery received by the receiving site should be communicated to the sending site immediately after receiving the goods by sharing the IRN details.

If the receiving store site does not inform the sending site about any issues w.r.t.goods inwarding in system within 2 days of IRN date, it would be deemed to be inwarded in the system of receiving site.

27

OUTWARD PACKING SLIP

BRAND/MC NAME:

Sending Site:- **** Receiving Site:- ******

Date of Outwarding:- **** STO number:- *****

No of pieces:- **** Carton Number:- *** of ***

Escalation Matrix for Outwarding Issues

Activity Mail to Authorities

If not inwarded by store on the same day of receiptA mail to FEC/Area

Manager

If inward pending even on the next day

A mail to Business Manager /Category Manager

STOCK MANAGEMENT

The objective of stock management is to ensure that the merchandise is stored in a proper manner that will go a long way in reducing damages.

Managing Stocks in the Warehouse

Secure the warehouse by sealing off/securing all unnecessary outlets (e.g. open drains, vents, damagedwalls) to prevent accessibility by rodents.

In the absence of racks, merchandise gets stacked on top of each other. This is a sure recipe for damaging the items which are at the bottom of the heap. Further more when goods are stacked on top of one another it gets difficult to remove goods as per ‘First in First Out’ methodology.

Adequate racking capacity to be made. Most effective is having slotted angle steel racks which allow one to adjust the height depending on type of merchandise being stored.

Warehouses should also have adequate bins. The advantage of bins is fragile merchandise can be placed in bins. Bins can be placed on top of each other without any load coming on the

28

merchandise. Thus, if fragile material is being placed on top of each other it is to be done only by using bins.

Annual maintenance contract to be entered with a Pest control agency to ensure regular and comprehensive pest control gets done in the warehouse. Schedule for pest control to be clearly laid out, plus agency to be on call whenever required.

Process of Storing Merchandise in the Warehouse

When goods arrive in the warehouse on each carton the date of inwards to be recorded with a marker pen. Thus, at one glance we get to know when a particular lot has got inwarded.

Cartons can be either directly stored in the racks or its contents emptied into bins.

Fragile merchandise preferably to be stored in bins e.g. Accessories like toys, crockery, glassware, general plastic merchandise ie. hair clips, etc. to be stored in bins.

Heavy merchandise to be stored in the lower racks. This hence reduces the load when the merchandise is being put in or removed.

The warehouse space available to be segregated into different areas for ease in storing and retrieving merchandise. Merchandise of a similar category to be stored together. E.g. Apparel in one area, non-apparel, electronic items in another etc.

Cartons and or bins to be placed in the racks in a sequential order i.e. from left to right and from bottom rack to top rack. Any order can be followed top to bottom, bottom to top – order is mainly to ensure that items can be located according to the FIFO method.

First In First Out Method of Goods movement (FIFO)

As mentioned earlier when a carton is inwarded the date of inwarding is to be marked on the carton to identify ‘when’ the carton was inwarded.

Whilst stacking merchandise a systematic order should be followed e.g. Left to right, bottom to top.

When removing merchandise to move to the floor, remove the merchandise placed first i.e. start from the bottom left, move to the right, then move upwards and again left to right. This ensures that we follow FIFO method of goods movement and old material doesn’t get stuck in the system.

STORE CLOSING

Objective: To ensure that the Retail Store Closing happens daily and effectively without any discrepancies.Start / End PointsStart: This process starts when the store is ready to close after the last customer walks out of the store.End: This process ends when the store security supervisor records the store closing timings in the store closing checklist and frisks the Store Closing Manager coming out of the storeTrigger: This process is triggered when the CSD announces the closure of the store 10 minutes before the pre defined store-closing timings

Initiate Store Closing and Assign Tasks

CSD makes an announcement forshop closing 10 minutes before the pre defined Shop Closing Timings

29

as per the standardized script .

All internal doors should be locked from inside except the main staff exit door, which shall be locked from outside in the end. In extreme cases, where locking from inside is not possible for shutters at the customer entry/exit points, locking can take place from outside.

Once the last Customer has left the store the security to intimate the Head cashier who will then lock all seal the security detatchers for all cash counters.

Supervise the Store Closing Activities given to the staff and Check for the closure or completion of the Store Closing Activities

Store staff initiates the store closing activity assigned to them.

Store staff starts segregating all the merchandise properly for their section/departments.

DM to make sure all the left over merchandise are properly segregated and stacked in the respective section.

Security to collect all the detached security tags from the cash till, count and record it. Should put all the tags in poly bags and secure it. Opening security to count and re-confirm the count and should submit the tags (poly bag) to the warehouse in charge. Warehouse in charge updates the count and issue it to DM on need base, which again should be recorded.

Maintenance staff to start switching off the A/C & lights.

Cashiers to submit all their cash to the back end cashier & do the day settlement activities in the cash room.

The Cash Room cashier performs back end cash operations, seals the safe and the cash room. Store Closing Manager (SCM) to check if the access control of the cash room is functional. After all activities, SCM seals the cash room.

Security officer along with SCM to follow the Store closing security standards .

Ensure that all lights, A/Cs, fans or any other inflammable appliances such as microwave ovens are put off.Ensure all water taps are closed.

Close the StoreThe SCM (Store Closing Manager) signs on the paper seals that will be put on all the locks of all doors/windows.

All seals should bear signature of the Closing Manager with the date. If the designated Opening Manager notices any tampering of seals, in the morning, immediate investigation to take place after informing the Store Manager.

30

SCM can leave only once the final wax coated and cloth seal has been put on the main staff entrance/exit of the store. SCM to ensure that security guards are in place after the store is closed.

Key for the main staff exit/entry should be a single lock with dual keys. One key with SOM and one with SCM only. Third key remains with the Store Manager or any third location deceided by the store Manager.

Keys sets are to be maintained by the SOM/SCM and shall not be interchanged with any person/official. The keys are not to be deposited anywhere else and shall only remain with the designated managers in their safe custody & under their personal responsibility.

31

CHAPTER-2PROFILING A DEPARTMENT MANAGERDepartment manager handles a particular section in store.He has certain responsibilities towards his section.It is his responsibility to ensure that his section is maintained properly in terms of cleanliness and hygiene,grooming of his team members.The profile below is the profile of DM of ladies western section.The profile below outlines what are the responsibilities of a DM.How does he takes care of his section and what are the details on which he lays emphasis.

The process starts with store opening:

ROLES AND RESPONSIBILITIES OF A DM IN STORE OPENING

Department Managero DM’s to check if all team members are present as per schedule/daily roster.o To check if dept/section is clean and well maintained. Also check no garments on the floor are

without price tags and security tag.o DM to brief team member of any updates or promotional activities.o DM to check grooming standards of team memberso DM should check if the department signage’s are in place.o DM should check Floor Movement Register (FMR) o DM to follow DM checklist

32

INWARDING:-This is when the stock is received.

TAGGING:-There are three types of Tags: 1. Soft Tags. 2. Hard Tags and 3. String Tags

Roles & Responsibilities

Department Managers

Every Department Manager to get an approval from the Store Manager for the requisition of the tags before placing an order to the Store Warehouse In-charge for the tags required for his/her department.

The Department Managers have to train their staff to look for any loose or detached tags that may be lying on the floor/Trial Room. The loose or detached tags collected to be deposited with the Warehouse In-charge.

The DM to ensure that the tags are effectively used in all the section. Tags detached at the cash point to be collected by the personnel (Designated by the Store Manager).

SENDING THE STOCK ON THE FLOOR In this after inwarding and tagging the stock is finally send on the floor.

33

Inwarding

Tagging

Sending stock on the floor

DAILY FLOOR ACTIVITY

SECTION WALKAROUND:-This includes:-

1)Display of merchandise as per VM guidelines

Colors should go from Light in front to Dark at the back.

Ensure same style/ price merchandise are placed together

It Is mandatory to do Size Wise display

For Example-0

XS/S/M/L/XL/XXL

34

35

COLOR BLOCKING

• Color Blocking is an easy way of making the most basic and hum drum merchandise look appealing. It only requires placement of merchandise based on its color.

• Color blocking is always done vertically. This is done so that the customer can see a variety of color options available to him/her.

• As color is a very powerful stimuli and evokes strong emotional response in people, vertical blocking also nullifies any ill effect a particular color might have on a person. In a horizontal blocking if the color in the most visible region was one that a customer disliked he/ she would probably just turn away from the store.

• Color Blocking is done following the VIBGYOR, with the lighter colors on top and the darker at the bottom.

36

GUIDELINES FOR HANGER ALIGNMENT

GUIDELINES FOR SIZE TAG/PRICE TAG ALIGNMENT

Size tag / Price tag Alignment

• All the size sticker should be on the same side

• All the folds should be neat with the price tag hanging out only from the top merchandise.

• Merchandise is placed with smaller size on top and the bigger size at the bottom.

37

Uniform hanger balance - Hangers should not be tilting towards any side and should be parallel to the ground.

Uniform hanger

placement - The hangers should be equally spaced.

Uniform Direction of hanger - All the hanger heads should be aligned to one direction.

Spacing and Placement

• The spacing between the stacks should be equal and the stacked shelf or table should look symmetric.

• No more than 1 to 2 inch of space should be ideally kept between two stacks.

38

3228

3232

30303028

28302832

GUIDELINES FOR CORE PRODUCT TABLE DISPLAY

Power pricing display

• Display large volume of power pricing & EPP.

• Double or single fold stacking with no repeated colors.

• Stacking capacity should be

• Max of 18 pcs Regular fold

• 10pcs paper fold or double fold per option

GUIDELINES FOR FASHION TABLE DISPLAY

39

Open Display Of merchandise with full size set At least 4 options with full size set for top wear & at least 2 option with full size set of bottom

wear Tables should not have single piece for display If table is divided in two parts one part will have top wear display & another part will have bottom

wear display (as shown) Use display stands to add Accessories Or hang merchandise

In fashion display we have two types of display

1.Product specific:

highlighting product with all the options in an open display

2.Co-ordinated look : suggestive co-ordinates displayed to Highlight looks.

40

41

GUIDELINES FOR SPECIAL FOLDING

42

Example of vertical folding

Example of horizontal folding

Apart from normal folding of garments there are special folding techniques used to enhance the merchandise features or to show certain detailing like prints on message tees or the embellishment on the pocket of denim jeans, to the customer.

Vertical folding as shown on the side is done when there are chest prints on the product.

Horizontal folding is done when there is interesting detail at the arms of the merchandise or the hem of the base.

Fashion Display Table

43

Example of “vertical folding” & “horizontal folding”

GUIDELINES FOR STACKING DENIM

GUIDELINES FOR HANGING TROUSER

44

Just for cargo or denims-Roll the cargos and place them one on the bottom of the shelf

Fold the denim so that the pockets shows rather than the front as denims have their design element placed there.

Only on top shelf or levels display

Fold the Denim in a way that it looks mini Denim.

1.For sportswear:side can be also out to show a garment detail.

2.The width of the trouser should be adjustedto that of hanger=pleat the seat of trousers if necessary.

HOW IS A DM HELPFUL TO VISUAL MERCHANDISER?

DM gives the kind of requirements they want from VM’s sides like:-

• In making signage• In maintaining color blocking• In maintaining display• In arranging the whole department properly

DM gives the VM an idea of new trends according to customer’s preferences so that VM can do styling and dress the mannequins according to that.

45

Jeans & Sportswear

Front facing out1

Casual wear trousers/Track pants

Front facing out

Casual wear trousers

Side facing out2

2)CHECKING MANPOWER AVALIABILITY&GROOMING STANDARDS:-

It is the responsibility of a DM to ensure that adequate manpower is there in his section especially during peak hours and if not then make arrangements for the same.Apart from checking the manpower availability the DM is also responsible for people management which includes:-

• Staff motivation:-In an industry like retail this is the most important factor for success of a retail firm.It is the duty of DM to keep up the team spirits as this also has a crucial role in the achievement of daily targets.Although staff motivation is intangible but it can boost profits. Staff is motivated when a DM appreciates the team members for their work.

• Target distribution:-In this the category sends target which is distributed to the staff on daily basis.It is the responsibility of DM to ensure that team members in his team have their targets.

• Monitoring:-A DM has to continuously monitor his team and see whether his efforts are moving in the right direction or not anf if not then consequently take actions.

• Product Knowledge:-Each &every team member should have complete product knowledge so that he can handle customer enquiries efficiently.

3)Checking floor hygiene:- All stores have housekeeping staff that are hired for doing the cleaning, but all Department Managers are responsible for the cleanliness & hygiene of the sections they supervise. Store should be cleaned to match customer expectation.Gives a pleasant and enjoyable shopping experience for customers

CONDUCTING BRIEFINGS: DM has to conduct briefings with his team members.Essentials of an effective briefing are as follows:-1)It includes targets.The DM discusses about the targets with his team members on a daily basis.2)Product feedback:-The DM shares the feedback of product with his team members.Morever he also encourages the team members to share the feedback of the product.This helps both team members and DM to know which products and sizes are fast moving and what are the products in which cut sizes are there and thus manage the stock and sales according to that.3)One to one discussion on displays

46

4)Availability of merchandise:-The DM continuously tracks sales and it is his duty to see whether merchandise is availalable or not.He must have stock in hand.5)Checking product knowledge

INVENTORY MANAGEMENT Effective inventory management is all about knowing what is on hand, where it is in use, and how much finished product results. Inventory management is the process of efficiently overseeing the constant flow of units into and out of an existing inventory. This process usually involves controlling the transfer in of units in order to prevent the inventory from becoming too high, or dwindling to levels that could put the operation of the company into jeopardy.DM has to ensure effective replenishments. On the basis of sales vs stock calculation he has to maintain sufficient inventory.Sales vs Stock calculationWeek cover=Total stock in hand/Total sold quantitySale thru= Total sold quantity/Stock in hand*100Through the command MB 52 in SAP a DM comes to know about stock in hand.

ROSTER PLANNING Team management is one of the most important skill that the DM must possess.Through proper roster planning the DM ensures that week offs of his team members do not overlap.The DM can discuss with his team members as to when do they want offs and then he can make the roster accordingly.In case of any deviation from roster the team members must inform the DM so that he can make timely arrangements.

TARGET SETTING FOR NEXT WEEK:-

The DM gets target on a weekly basis and on this basis daily targets are allotted certain percentage of weekly target is given on a day and the percentage of this weekly target for a day increases as we move from Monday to Sunday.The target is allotted not on a particular brand but the target is allotted cluster wise which is composed of four or five brands.For eg:-Lee cooper,UMM,Ajile,Bare denim is 1 cluster.After that individual targets are allotted.Each and every

47

team member has a Target card in which his individual targets are mentioned as to how much quantity he has to sell.The DM must make adequate efforts to meet his target.

GLOBAL COUNT:ONE BRAND PER WEEK In global count the DM has to see that physical count of his stock should be equal to system count.Shrinkage of the stock should be as low as possible and the DM has to continuously monitor the stock.Srinkage incurs losses so efforts must be made to ensure that there is no shrinkage at all.In pantaloons the department managers are given incentives on low shrinkage

Daily Global Count Register-High Value Items

(Blue Sky/Watches/Sun Glasses)

Date

Brand Opening

Receipts Sales

Repairs

Outwards Closing

Stock(Phy

sical)for the

dayfor the

dayfor the

dayfor the

dayStock(Phy

sical)

System Difference

Remarks

Staff

DM

SM

Stock

(Physical vs System)

Sign

Sign

Sign

PRODUCT FEEDBACK: On the basis of his observation from daily sales and on the basis of feedback that the DM gets from his team members he comes to know which are fast moving products and then he discusses about the fast movers with the category.

PURCHASE ORDER(PO) GENERATION After ascertaining requirements the DM issues a purchase order.Through command ME 21 N in SAP the DM makes returnable purchase order(RPO).

48

49