sandip barman - summer internship report 2015 at reliance retail kolkata

Analysis of Customer Non-Buying Behaviour,

Floor Display Options & Retail Store Operations,

Conversion Drive Project, Market Assessment &

Competitors Analysis for Reliance Trends.

Submitted by

SANDIP BARMAN

14A3HP610

MARKETING & OPERATIONS INTERN

RELIANCE RETAIL

PRESENTED TO

Mr. ARNAB BASU &

Mr. SUPRATIK SENGUPTA

(COMPANY GUIDE)

RELIANCE RETAIL

&

Prof. KAUSHIK BHATTACHARYA

(FACULTY GUIDE)

IMT-Hyderabad

9th of June ‘2015

ANALYSIS OF CUSTOMER NON-BUYING BEHAVIOUR, FLOOR DISPLAY OPTIONS & RETAIL STORE OPERATIONS, CONVERSION

DRIVE PROJECT, MARKET ASSESSMENT & COMPETITORS ANALYSIS FOR RELIANCE TRENDS.

SANDIP BARMAN (14A3HP610) - 1 -

COPYRIGHT NOTICE

Copyright © 2015 by SANDIP BARMAN

All rights reserved. No part of this report may be reproduced in any form or by

any means without written permission form the publisher.




FORWARDING LETTER

RELIANCE RETAIL PVT. LTD.

CORPORATE & REGISTERED OFFICE:

RELIANCE INDUSTRIES LIMITED

Makers Chambers – IV,

Nariman Point,

Mumbai 400 021,

India

Sir

This report as a part of the academic requirement has been prepared for Reliance TRENDS

conducted over a period of 14 weeks.

The report has been bifurcated into four phases. The first phase is about the market research

conducted over a period of one month on the customers who entered the store but left the

store without purchasing anything, the second phase deals with the retail floor operations and

also the floor display options, and the third phase is all about the project that I was allotted

by my company mentor to monitor the staffs and also help drive the conversion rate to a

desired percentage while the last and the fourth phase is about analysing the marketing and

sales activities that the direct competitors of Reliance Trends are coming up with.

It has been a challenge and pleasure in working for this report. I got a deeper insight on this

section of Market Research and the project I was allotted under the guidance of Mr. Supratik

Sengupta, Mr KedarNath Mukherjee & Mr. Arnab Basu.

Thanking you,

Yours sincerely

SANDIP BARMAN

(INTERN)

RELIANCE RETAIL




PREFACE

This report talks about the different kind of activities that was conducted by me over the

period of 14 weeks as my internship tenure and also dealt with Market Research,

Competitors Analysis, Basic Floor Operation and was also assigned a project to help improve

the conversion rate at the store.

The project has been bifurcated into four phases:

PHASE-1: It deals with conducting a primary market research in the premise of Reliance

Trends wherein a customer who left the store without purchasing anything was asked

various questions as to what led them not purchasing from Reliance Trends.

PHASE-2: It deals with the basic floor operations and also the other display options that

Reliance Trends have in their stores.

PHASE-3: It is about the project that I was allotted by my Company Guide and that he asked

me to monitor and help drive the conversion rate at the store that was gradually declining

and was a matter of concern for them.

PHASE-4: It deals with developing a report of Reliance Trends’ direct competitors at Avani

Mall viz. Pantaloons, Max & Fashion at Big Bazaar (FBB). The report reflects the

advertisement and sales activities, the competitors were coming up with, at different times of

festive seasons.




ACKNOWLEDGEMENT

This project would not have been possible without the kind support and help of many

individuals and organizations. I would like to extend my sincere thanks to all of them.

Firstly I am grateful to Mr. Arnab Basu (Senior Manager - HR) and my mentor Mr. Supratik

Sengupta (Regional Manager - Marketing) & Mr KedarNath Mukherjee (Zonal Training

Manager) for taking out time from his gruelling schedule to guide me step-by-step and also

entrusting upon me his confidence and providing me with a chance to get an on-the-job

experience in the field of Marketing Research and also assigning me the Project to deal with.

Also, I would express my sincere gratitude to Ms Punam Halwasia (Store Manager) and Mr

Manas Banerjee (Department Manager) for being kind enough and there for everything I

needed.

I am also thankful to Prof. Kaushik Bhattacharya for his endeavours towards

providing continuous guidance to help build an understanding of the practical aspects of the

work, gain knowledge & valuable experiences for my Summer Internship Training. I am

grateful to him for his outreaching support and help in building a motivating work

environment and inculcating a feeling of constantly striving to achieve higher goals.

I consider this Summer Internship at Reliance Retail as a crucial learning period of

my life. I am deeply indebted to the entire staff of Reliance Trends for providing all the

support whenever required. Without the willingness, suggestions and insights of my mentors

and the entire sales staff, this project would not have been completed.

At the end my sincere regards to my parents, brother and few of my friends who

have directly or indirectly helped me in my project.

Thanks to one and all!!

- SANDIP BARMAN

IMT-HYDERABAD

(14A3HP610)




TABLE OF CONTENTS

S No. Particulars Page No.

1 Copyright Notice 1

2 Forwarding Letter 2

3 Preface 3

4 Acknowledgement 4

5 Table of Contents 5

6 Introduction – Reliance Retail 7-8

6. a Subsidiary & Division 8

6. b Introduction to Reliance Trends – Mission, Vision & USP 9

7 Introduction, Industry Background, Analysis Of The Survey Conducted

And The Competitors Report

10

7. a Abstract 10

7. b Background 11

7. c Retail Scenario 10-11

8 Rationale 12

9 Objectives of Study 13

10 Phase 1: Market Research 14

10. a Research Objectives 14

10. b Research Methodology 15

10. c Sample Design 15

10. d Key Observation 16-18

11 Phase 2: Basic Floor Operation and Display Options 19

11. a Introduction to Reliance Trends 19

11. b ‘AGES’……….for dealing customers at Reliance Trends 20

11. c Hierarchy of Reliance Trends 21

12 Department and their products under Reliance Trends 22

12. a Men’s 22

12. b Women’s 24




12. c Kid’s 25

13 Rationale 25

14 Basic Floor Operations 26

14. a Some Basic Display Options 27

14. b Electronic Article Surveillance 30

14. c Customer Service Desk 31

15 Brand Allotment and its Product Assortment 33

15. a PUREZA 33

16 Phase 3: Conversion Drive Project 36

16. a Conversion Improvement Drive 38

16. b Results of the Project Undertaken 50

17 Phase 4: Competition Data Report 51

17. a Pantaloons 51

17. b Max 54

17. c Fashion @ Big Bazar 56

18 Employer Engagement Activity 58

19 Appendix 59

20 References & Bibliography 62




INTRODUCTION

RELIANCE RETAIL

RELIANCE RETAIL LIMITED INFORMATION

Type Subsidiary

Founded 2006

Headquarters Reliance Industries Limited, Nariman Point, Mumbai, India

Number of location 2000 retail stores (as of October 2014)

Area Served India

Key people

Mukesh Ambani (Chairman and MD)

Damodar Mall (CEO)

Shawn Gray (COO)

Revenue INR 160 billion (US $2.5 billion)

Parent Company Reliance Industries Limited

Divisions Reliance Fresh, Reliance Digital, Reliance Retail etc.

Website www.ril.com/html/business/business_retail.html

Overview

Reliance Retail Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and based

in Mumbai, it is the largest retailer in India in terms of revenue. Reliance Industries Limited is

an Indian conglomerate holding company headquartered in Mumbai, Maharashtra, India. The

company operates in five major segments: exploration and production, refining and

marketing, petrochemicals, retail and telecommunications. RIL is the Second-largest publicly

traded company in India by market capitalisation and is the second largest company in India

by revenue after the state-run Indian Oil Corporation. The company is ranked No. 99 on the

Fortune Global 500 list of the world's biggest corporations, as of 2013. RIL contributes

approximately 14% of India's total exports. Reliance Retail Limited (RRL), a subsidiary of

Reliance Industries Limited under Mukesh Ambani, is Reliance Group’s foray into organized

retail. RRL is based on the growth strategy of backward integration, and it generates inclusive

growth and prosperity for farmers, vendor partners, small shopkeepers and consumers.

http://www.ril.com/html/business/business_retail.html




RLL is the second largest retailer in India. Its retail outlets offer foods, groceries, apparel and

footwear, lifestyle and home improvement products, electronic goods, and farm implements

and inputs. The company’s outlets also provide vegetables, fruits, and flowers.

Across India, Reliance Retail serves over 2.5 million customers every week. Its loyalty program,

"Reliance One", has the patronage of more than 6.75 million customers.

Subsidiaries & divisions There are over 45 Subsidiaries & divisions of Reliance Retail. Following is the list of major

divisions:

Reliance Fresh - Retail outlets of fruits, vegetables & groceries. This division is yet to

become profitable.

Reliance Digital - Consumer Electronics retail stores. It had 689 stores in October 2014.

Reliance Jewels - Jewellery; It had revenues of approx. Rs. 8 billion in financial year

2012-13.

Reliance Trends, Reliance Footprint and Reliance Living - Apparel and Clothing. It had

revenues of approx. Rs. 16 billion in financial year 2012-13.




Introduction to Reliance Trends

Reliance Trends is an Indian retail chain for apparel and accessories. Reliance

Retail Limited runs the Reliance Trends Stores in India. Reliance Retail Ltd is a

100% subsidiary of Reliance Industries Limited. The stores are spread across the

country. The first Reliance Trends Store was opened on 2007 in Gurgaon.

Reliance Trends launched its private label of garments ‘NETPLAY’,

’NETWORK’, etc. to create its own identity and creation towards the customer

benefits, Mr. Damodar Mall, the CEO of Reliance Trends, Limited.

Number of stores of Reliance Trends year by year:

Year No. of Stores (India) Year No. of Stores (India)

2007-2008 3 2012-2013 76

2008-2009 7 2013-2014 104

2009-2010 9 2014-2015 132(Already Crossed)

in 2014)

2010-2011 23 2015-2016 167

2011-2012 48 2016-2017 202

Vision of Reliance Trends:-

Democratic fashion, enrich the quality of life Indian Households by giving them access to

quality fashionable clothing at extreme.

Mission of Reliance Trends:-

To be India’s largest apparel retailer and the dominant player in the Indian retail store market.

USP of Reliance Trends:-

Q - Best Quality.

F- Latest Fashion.

T – Patented Technology.

V – Value for Money.




INTRODUCTION, INDUSTRY BACKGROUND,

ANALYSIS OF THE SURVEY CONDUCTED AND

THE COMPETITORS REPORT

Abstract

Today, “CUSTOMERS” are very significant factors in companies management with the power

to change their short-term and long-

term polices and strategies.

Therefore enough knowledge of

environment, expectations of

customers and their desires are very

important to find the best

explanation for facing un-expected

behaviours of customers and then

behave in such a way to change the

mind of customers in the direction of

companies’ profit. It’s an art to

absorb customers by using different

techniques in order to manoeuvre

companies’ policies ahead of them.

Traditionally, the sales force is the

firm's main means of customer contact, and thus the amalgamation of selling activities is critical.

Salespeople not only serve as customer relationship managers to bolster company profits

through selling, but they also act as customer feedback conduits to enrich other important

activities of the firm-such as product design, customer service, production, and research and

development. Such relationship management activities have been touted as central to a firm's

growth. Indeed, they have spawned a number of related technologies that have changed the

way salespeople build and maintain customer relationships.




Background

Once upon a time the business of world was war. The focus has since been shifted. Now

economies are competing for ‘CONSUMERS’. Man has decided to enjoy the fruits of the labour

of previous generations. Old order is giving way to a new order- 'serve Consumer for a profit'.

Of many things that go into making this a reality, Multi-Brand Retail surely occupies a very

high spot.

In its more than a century old history, Organized Retail has proved that it is the ultimate

'clearing house' of 'demand-n-supply', mother of the concept of ‘marketing’ and more. Today

people look for better quality product at cheap rate, better service, better ambience for

shopping and better shopping experience. Organized retail promises to provide all of them.

Retail Scenario

Retail Business is a global business. Retail business grew between 25% - 30% percent in India

and 13 percent in fast growing economies China and Russia. Global retail industry has been

expanding to new markets

for a few years now. It is

not a secret that retail

business is one of the most

actively developing sectors

of national economy.

Besides territorial extension

retail chain now tends to

create new formats of retail

outlets in order to gain more customers. With the increase in the purchasing power of the

people the retail business is sure to flourish.

Retail business is all about the study of the relationships of customer satisfaction, customer

loyalty, and profitability: By retails business we mean a lot of things right from banks to a shop

at the door step, no matter how big or small the business is, it all runs on the basic principles

of customer satisfaction, customer loyalty, and profitability.




The attitudinal shift of the Indian consumer in terms of "Choice Preference", "Value for Money"

and the emergence of organized retail formats have transformed the face of Retailing in India.

With a growth over

20 percent per

annum over the last

5 years, organized

retailing is projected

to reach US$ 23

Billion by

2010.Today, with

the customers being provided with an array of choices is the king. Customer can choose what

to buy what not to buy and from where, so a good retailer will always strive to achieve the

maximum customer satisfaction. After the customer satisfaction comes the loyalty to the

customer, which plays a major role in bonding and cementing the relationship of the retailer

and the customer. Last but not the least is the profit part, which without saying is the most

important aspect of any business.

Rationale

All companies are facing massive challenges in today’s highly competitive market and strive to

acquire the maximum possible market share in an overcrowded market. There are certain

threats which companies are facing such as:

The nature of competition which is going global.

The rate of change is accelerating out of control.

Margins are being eroded.

Customers are becoming more demanding turning less loyal.

Customer churn is increasing.

Product life cycles are decreasing.

Industry barriers are collapsing, major brands entering new markets.

The internet is transforming the business landscape.




These factors are compelling for a designing a better service programme and comprehensive

strategies by integrating people, process and technology to maximize relationships with all

customers.

Objectives of Study

From the problems discussed above, the purpose of this research is to come out with various

factors of customers who are enter the store but exit without purchasing anything. The study

tries to find out as to what could be the factors that lead a customer not like the products or

designs available in the store. The research study tries to highlight or emphasize on these factors

itself. In order to reach our objectives, the following research questions are stated:

What the customers like to purchase in a Multi-Brand Retail store?

What are the customer’s expectation that are not fulfilled by our store?

What are the products that the customers are exactly looking for and is willing to

purchase?

Are the CSA helpful enough in getting the customers the things they came looking for?

What are the top-of-mind brands in customers head when asked to recall the store

brands?

Where the customer generally shops, if not Reliance Trends?

Whether the customers think any product overpriced or the colour is not fit for him?




Phase – 1: Market Research

Market research is conducted to know the pulse of the market. It involves extracting

information about the needs, beliefs and uses of a product among people. It is a quintessence

of marketing.

There are two major types of market research: Primary Research sub-divided into Quantitative

and Qualitative research and Secondary research.

For my analysis, I have conducted Primary research on different customers to zero down on

the reasons as to why customers are leaving the stores without purchasing anything. This was

conducted to check the factors responsible for the store to catch and also to garner a greater

market share.

Research Objectives

The main objective of the research is to capture the precise reason of customers

taste & preference owing to the different factors and also to garner a greater

market share.

In order to fulfil the research objectives, the following research questions are stated:

What the customers like to purchase in a Multi-Brand Retail store?

What are the customer’s expectation that are not fulfilled by our store?

What are the products that the customers are exactly looking for and is willing to

purchase?

Are the CSA helpful enough in getting the customers the things they came looking

for?

What are the top-of-mind brands in customers head when asked to recall the store

brands?

Where the customer generally shops, if not Reliance Trends?

Whether the customers think any product overpriced or the colour is not fit for him?




Research Methodology

The project till now has been done in two phases:

Phase 1: Primary Research and Secondary Research

Phase 2: Analysing and capturing competitor’s activities regarding their upcoming

sales and advertising activities, if any.

Instruments Used: Questionnaire given to us by our company mentor.

Duration of filling the questionnaire: 2 minutes approximately.

Survey Mode: Field work (stationed at Avani Mall, Howrah)

The research purpose of the current study is descriptive in nature as the research purpose is

clearly structures and this study aims at gaining insights into managing better relationship

with customers, and effectiveness of better services practices in increasing the sales volume in

Organized Retail Stores. Towards the end of the study the conclusion is presented by

answering the research questions, whereby facilitating the organizations to better understand

and predict the customers’ relations to maximize the gains and minimize the loss.

Phase 1: Market Research & Survey conducted

Sample Design

a) Population

The population in this study are the customers who enters the store and leaves the store

without purchasing anything from the store.

b) Sampling Frame

The sampling frame for this study is Reliance Trends which is located at Avani Mall, Howrah

area.

c) Sample Size

The sample size for this study are a set of 200 customers who were asked to answer few

questions and the survey was conducted over a period of one month.

d) Sampling Technique




In order to facilitate the survey process, any random customer was chosen from any one of

the two exit from the store premises.

Key Observations

With the survey conducted on 200 customers over a period of 1 month, the response collected

on the course of the survey was varied and also showed different aspects on how the customers

think. The questionnaire captured the response of the customers who are leaving the store

without purchasing anything. The questionnaire was such designed to capture the customers

views on what were they actually looking to purchase and what made them not purchase

from Reliance Trends that day.

Also a question focussed on asking the customers to recall the brands which they remember

seeing at the store. This was done to capture the “top-of-mind” brands of the customers.

With customers ranging variedly between Male (62%) and Female (38%) customers, there

was a vast range on what the customers came looking for.

Let’s analyse it one by one.

The sample of the survey are 200 respondents and the following questions are pertaining to

the survey conducted.

The survey was basically conducted on the customers who entered the store but did not

purchase anything from the store and left the store.

Q1. What is the gender-wise distribution of the customer surveyed? (Sheet 10)

Ans: Male – 124 (62%) Female – 76 (38%)

Q2. What was the number of customers who just came for window shopping? (Sheet 2)

Ans: 51 (25.5%)

Q3. What were the brands that the customers could recall when asked? What were the number

of customers? (This phenomenon is also called as Top-Of-Mind Brands) (Sheet 6)

Ans: John Players – 16 Team Spirit – 16 Netplay – 15 Avaasa – 12

DNMX Jeans – 12 FMJ - 10

Q4. What was the ratio of In-house brands to external brands a customer could recall when

asked? (Sheet 6)

Ans: In-House brands – 139 (59.19%) External Brands - 96 (40.81%)

Q5. How many customers could recall the name of any brands when asked? (Sheet 6)

Ans: 88 customers




Q6. What were the number of male customers who recalled in-house brands when asked?

(Sheet 1)

Ans: 32 out of total 124 customers (25.80%)

Q7. What were the number of female customers who recalled in-house brands when asked?

(Sheet 1)

Ans: 28 female customers out of 76 customers (36.84%)

Q8. What number of customers shop from other places if not Reliance Trends and where?

(Sheet 8)

Ans: Pantaloons – 25 on 71 (35.21%) Westside – 10 on 71 (14.08%) Max – 8

on 71 (11.26%), Fooba Wooba and Shopper’s Stop - 12 on 71 (16.90%)

Q9. What was the average time spent at the store by any random customer? (Sheet 5)

Ans: 20.77 minutes (answer calculated in the attached excel sheet)

Q10. What number of customer have already visited the store and also bought something?

(Sheet 7)

Ans: 71 on 124 (57.25%)

Q11. How many customers have already visited the store and also spent more than the

average time in the store and have bought something previously?

Ans: 30 (15%)

Q12. What were the most number of reason given by the customers of not buying the desired

apparel? (Sheet 3)

Ans: “I liked a garment, but could not find the right colour.” was the reason given for not

buying the apparel by 40 of the respondents (27.02%)

Q13. What were the segment where the customer came looking for but could not buy

anything? (Sheet 2)

Ans: The segments were: Men’s casual wear – 36 (18%) Women’ Western wear

– 34 (17%) Women’s Indian Wear – 19 (9.5%)

Q14. What was the age-range of the respondents who said they visited and bought something

from reliance trends earlier? (Sheet 1)

Ans: Age Group 25-34 had 33 respondents (46.47%) and Age Group 35-44 who visited

Reliance Trends and bought something were 20 respondents (28.16%)

Q15. How many respondents were there who walked into the store, but also walked out due

to inadequate variety or designs or proper colour available?




Ans: 56 of the respondents said that they did not like the design or the variety or the colour

of the available products which accounts to 44.58% of the respondent group.

Q16. How many people who came to purchase men’s casual said that the CSA was little or

very helpful to them?

Ans: 28 respondents (77.78%) out of 36 respondents from Men’s Casual wear said that the

CSA was little or very helpful in getting things for them.

Q17. How many males came to purchase items for females or were the respondents for the

same and vice-versa? (Sheet 1)

Ans: 43 respondents (21.5%) out of 200 respondents.

Q18. What are the number of respondents who recalled the maximum number of TOM (top-

of-mind) brands viz. TeamSpirit and NetPlay and also spent more than 10 minutes in the store?

(Sheet 1)

Ans. 23 out of 31 respondents (74.19%)

Q19. How many customers were as such who said they did not like the design or did not

found enough variety of products and had also purchased from Reliance Trends earlier? (Sheet

1)

Ans: 18 out of 41 respondents (43.90%)

Q20. What was the age range who had previously shopped from Reliance Trends? (Sheet 1)

Ans: Age Group 25-34 was the highest count who had previously shopped from Reliance

Trends and the number being 31.

So, these were the responses and the analysis drawn by me to understand the customer non-

buying behaviour and also the reasons behind them not buying from our store. The questions

after the analysis were prepared by me and that the analysis is shown in the adjoining excel

sheet.




Phase 2: Basic Floor Operation & Display Options

Introduction to Reliance Trends

Reliance Trends is an Indian retail chain for apparel and accessories. Reliance

Retail Limited runs the Reliance Trends Stores in India. Reliance Retail Ltd is a

100% subsidiary of Reliance Industries Limited. The stores are spread across the

country. The first Reliance Trends Store was opened on 2007 in Gurgaon.

Reliance Trends launched its private label of garments ‘NETPLAY’,

’NETWORK’, etc. to create its own identity and creation towards the customer

benefits, Mr. Damodar Mall, the CEO of Reliance Trends, Limited.

Number of stores of Reliance Trends year by year:

Year No. of Stores (India) Year No. of Stores (India)

2007-2008 3 2012-2013 76

2008-2009 7 2013-2014 104

2009-2010 9 2014-2015 132(Already Crossed)

in 2014)

2010-2011 23 2015-2016 167

2011-2012 48 2016-2017 202

Vision of Reliance Trends:-

Democratic fashion, enrich the quality of life Indian Households by giving them access to

quality fashionable clothing at extreme.

Mission of Reliance Trends:-

To be India’s largest apparel retailer and the dominant player in the Indian retail store market.

USP of Reliance Trends:-

Q - Best Quality.

F- Latest Fashion.

T – Patented Technology.

V – Value for Money.




‘AGES’ ........ For dealing customers in Reliance Trends:-

APPROACH: - Move away from tired old fashioned ways of approaching

customers and build an instant relationship that will increase retail sales. Think

about the increased sales you or your sales team could make if you could get

more of your retail customers talking to you.

GREETING: - Walking into a retail store can seem like a foreign experience for

some customers. Finding their way around your shop or looking for an

employee to answer questions can be intimidating. Rather than hunting down a

worker, some prospects might simply leave without talking to anyone or

making a purchase. Grabbing sales from these potential customers can be

successful if you train your staff to greet people upon entering your

establishment and to be available for the duration of the visit to your store.

EYE CONTACT:- ‘Eye contact can be the difference between seeming aloof

and a new friendship.’

• Respect

• Interest

• Appreciation

• Understanding

SMILE: - ‘A smile is a universal sign of happiness.’ It’s always essential to

have a smile on the face while interacting with the customers.




HIERARCHY OF RELIANCE TRENDS

CEO

OPERATIONAL HEAD

ZONAL HEAD

REGIONAL MANAGER

CLUSTER MANAGER

STORE MANAGER

DEPARTMENT MANAGER

SENIOR SALES EXECUTIVE/ TEAM LEADER

JUNIOR SALES EXECUTIVE




DEPARTMENTS & THEIR PRODUCTS

UNDER RELIANCE TRENDS

» MEN’S SECTION - On the first floor of the store is heart and soul designated area where the

store Offers men’s dresses in a large variety, divided into various sections such as,

FORMAL WEARS

CASUAL WEAR

MISC ZONE

MEN'S SECTION

1.) FORMAL WEAR- It includes all types of formal wears of both private level and external

brands products like Shirts, Trousers etc. Brands are included like-

PUREZA (private level)

NETWORK (private level)

PETER ENGLAND (external brand)

OXEMBERG (external brand)

JOHN MILLER (external brand)

JOHN PLAYER (external brand)

SCULLERS (external brand)

MEN'S WOMEN

KIDS




VIMAL (external brand)

INDIGO NATION(semi-formal) (external brand)

CRIMSONE CLUB(semi-formal) (external brand)

LONDON BRIDGE(semi-formal) (external brand)

2.) CASUAL WEAR: - It offers a variety range of casual wears that matches with the style of

modern world. Available brands such as-

DNMX(private level)

NETPLAY(private level)

TEAMSPIRIT(private level)

INTRIBE(private level)

DUKE(external brand)

TAANZ(external brand)

CLASSIC POLO(external brand)

KILLER(external brand)

FLYING MACHINE(external brand)

MOUSTACHE(external brand)

LIVEIN(external brand)

COLOR PLUS(external brand)

3.) MISC. ZONE –It is the zone where sports wears, sports gears (i.e wrist bands, ankle band

etc.), home section and the luggage section comes under.

For the luggage section:-

AMERICAN TOURISTOR(external brand)

SKYBAG(external brand)

For sports section:-

PEFORMAX(private level)

PROLINE (external brand)

For Home section:-

WILLOW(private level)

PORTICO(external brand)

STELLAR(external brand)




» WOMEN’S SECTION- On the ground floor of the store is heart and soul designated place

where the store Offers women’s dresses in a large variety, divided into various sections such

as,

WESTERN WEARS

ETHNIC WEAR

MISC ZONE

WOMEN'S SECTION

1).ETHNIC WEAR- In this segment of dresses the store offers a variety and large collection of

traditional dresses as on the 21st century. In this section the customers can find dresses like

ANARKALI, Salwar , Churidar etc. It includes brands like-

AVASA(Internal Brand)

Fusion(Internal Brand)

Diya by Gitanjali(External Brand)

W(External Brand)

Aurelia(External Brand)

BIBA(External Brand)

Ashmita(External Brand)

Fashion Tadka(External Brand)

Praful(External Brand)

Mahi(External Brand)

2.) WESTERN WEAR:- It is the section where the highest variety of dresses are available. In

this segment customers are offered with modern, trendy dresses, Here in this section also

Reliance Retail ltd has got some IN-HOUSE and EXTERNAL BRANDS. It includes brands like-

DNMX(Internal Brand)

RIO(Internal Brand)

Team Spirit(Internal Brand)

Fig(Internal Brand)

Deal(External Brand)

109 Degree F(External Brand)

Scullers(External Brand)

Crimsone Club(External Brand)

Kraus(External Brand)

3.) MISC. ZONE: - In this section the accessories, sandals and fragrances are offered to the

customers. It combines both In-House and external products. It includes brands like-




JEWELZ

WOW

UTRAN

STOLN

» KID’S SECTION- In this section the great range of kids wear is offered. It has got a collection

of boys and girls both from the products of both In-House and External brands. It includes the

brands like-

FRENDZ(Internal Brand)

TEAM SPIRIT(Internal Brand)

DNMX(Internal Brand)

IVY LEAGUE(External Brand)

JINI JOHNY(External Brand)

UFO(Under Fourteen Only) (External Brand)

APPLE EYE(External Brand)

BABY LEAGUE(External Brand)

UNITED COLORS OF BENETTON (External Brand)

Rationale

All companies are facing massive challenges in today’s highly competitive market and strive to

acquire the maximum possible market share in an overcrowded market. There are certain

threats which companies are facing such as:

The nature of competition which is going global.

The rate of change is accelerating out of control.

Margins are being eroded.

Customers are becoming more demanding turning less loyal.

Customer churn is increasing.

Product life cycles are decreasing.

Industry barriers are collapsing, major brands entering new markets.

The internet is transforming the business landscape.

These factors are compelling for a designing a better service programme and comprehensive

strategies by integrating people, process and technology to maximize relationships with all

customers.




BASIC FLOOOR OPERATIONS

SPACER: -

It is the gap measurement tool by which, the gap

between all the hangers those are hanged in the browser

to be maintained. The spacing should always be

maintained by the Spacer. It is the way to keep the

browser neat and tidy or to make it more attractive for

the customers to browse the products.

When the proper space is being maintained between two hangers, an arm of a browser

can accommodate 12 hangers.




SOME BASIC DISPLAY OPTIONS OF RELIANCE TRENDS

TWO WAY BROWSER FOUR WAY BROWSER

GANDOLA




PYRAMID

NESTING

TABLE

ULTIMATE

RED

DISPLAY

TABLE




HANGRAIL

PEG HOOK




ELECTRONIC ARTICLE SURVEILLIANCE:-

Electronic article surveillance (EAS) is a technological method for preventing shoplifting from

retail stores, pilferage of books from libraries or removal of properties from office buildings.

Special tags are fixed to merchandise or books. These tags are removed or deactivated by the

clerks when the item is properly bought or checked out. At the exits of the store, a detection

system sounds an alarm or otherwise alerts the staff when it senses active tags. Some stores

also have detection systems at the entrance to the bathrooms that sound an alarm if someone

tries to take unpaid merchandise with them into the bathroom. For high-value goods that are

to be manipulated by the patrons, wired alarm clips may be used instead of tags.

There are mainly three types of tags are used in retail industry and in Reliance Trends also.

They are as follows:

PENCIL TAGS (HARD TAG) UFO TAG (HARD TAG)

MAGNETIC STRIP

(SOFT TAGS)




With help of this EAS system Reliance Trends has already prevented number of

SHOPLIFTING cases for last few years. In the three months’ time of internship it is noticed

that Reliance Trends has caught only 2-3shoplifters by having more than 25,000 footfalls.

Pencil and UFO Tags are clip-set kind of tag. These tags are tagged into the lower portion,

hip portion (mainly in trousers, pant, jeans, churidars etc.) of few garments. For the

shoplifters it is just impossible to remove the tags without taking the help of tag-removal

equipment (TAG REMOVER). Tags are placed in such a manner, if the tag is not removed

properly from the garment, it can cause harm to the garment. These tags are recyclable, that

means unless and until it becomes defective, it can be used.

Whereas, Soft Tags are magnetic-wired tags. These are used

mainly to keep secure the packet products (e.g. Bed sheets,

Comforters etc.) or the small articles (e.g. Socks,

Handkerchiefs, Accessories etc) from shoplifting. These tags

can be used thrice only. The hard tags can only be attached

with the tag pin. The tag pins are removed from the

product by the cashier against payment of that particular

product. If anyone tries to remove the product with help

of any kind of magnet it will not be possible because the

tag pins can be removed by the TAG-PIN REMOVAL

MAGNET only. Which is only been placed at the

cashier’s desk. If someone steals any product which is

tagged (Hard and Soft) and tries to escape from the

store, that person will be caught at exit points

because there the ANTI-THEFT GATES are installed.

These gates can catch any untagged product which is

getting out of the store from a suitable distance.

TAG – PIN

REMOVAL MAGNET

ANTI – THEFT

GATES




CUSTOMER SERVICE DESK

HAPPY TO HELP YOU!!!

“Service to customer is service to god. Our grahak is the most important athiti in our

premises. Grahak is not dependent on us we are dependent on grahak. Grahak is not an

outsider to our business grahak is a purpose of it. Grahak is not an interruption to our work

grahak is a part of it. We r not doing our grahak a favour by serving him. Our grahak is

doing us a favour by giving us an opportunity to do so. Service to customer is service to

god...”

----Mahatma Gandhi

Customer Service Desk is the place where customers can exchange their products by

collecting Credit Note. Not only that customers service desk’s personnel, also takes the

responsibility in customer satisfaction service by lots of requests from the customers.

Customer Relationship is pretty much needed job in today’s competition. The importance of

customer satisfaction is being observed in many of the industries (i.e. Banks, Hospitals etc)

focusing mainly on Customer Relation Programs nowadays.

Membership Program:- Reliance-One Membership:-

Reliance One Membership program is a

relationship marketing program

introduced by Reliance Retail.

The customer can collect the Reliance

One Points when he/she will shop at

participating Reliance Retail Stores

anywhere in India and can earn 1

Reliance One point for every Rs 100

that he/she spends.

Currently there is no Membership & renewal fee.

The member can use their Reliance One Points to get Reliance One Discount vouchers

which can be used at any Reliance Retail store. He/she needs a minimum of 25

Reliance One Points in his/her Reliance One Account before he/she can exchange

them for Reliance One Discount Voucher.

At the point of redemption the customer will get 0.70 Paisa against off ONE POINT

what he/ she had earned by spending INR 100.




Brand Allotment and its Product Assortment

PUREZA

Apart from the above stated study, I

was asked by my Store Manager Ms

Punam Halwasia and the Department

Manager Mr Manas Banerjee, as a part

of my third and final phase of my work,

to study the Sales and Visual

Merchandising and to look after a brand

called PUREZA which is a premium in-

house private brand of Reliance Retail and PUREZA falls under the formals section in the

men’s department. This was a part of Sales and Visual Merchandising.

Now let me take you through the various types of products that PUREZA deals in and what

are its unique features. Let us begin with the varieties of shirts that PUREZA deals with:

PUREZA is the most

premium in-house

private brand of

Reliance Retail and

that it deals with

men’s formal section.

The product

assortment under

PUREZA are formal

shirt and formal

trouser which they

have recently come

up with.

PUREZA is the brand

under Reliance Retail

that has its product made of

cotton. The shirts under this brands have two different varieties viz. cotton shirts and

linen shirts.




Now let us discuss these two varieties one at a time starting with the cotton one. The

cotton shirts which PUREZA have under the name are basically

two type of material and are made up of 100% cotton.

One variety is the well-known Egyptian Giza Cotton which

comprises the major chunk of PUREZA shirt section. Most of the

shirts under this brand are made up of Egyptian Giza cotton.

The shirts here in this section are 100% pure cotton shirts and

comes only in full sleeves.

The price range of this PUREZA shirt which are made up of Giza cotton ranges from

Rs 899-1099 and are available in almost all possible and pleasant colours.

The other variety here in this shirt section are the linen shirts that are made up of

100% linen. Here in linen section, we have two varieties of shirts which comprises

half-sleeve formal shirt and full-sleeve formal shirt.

The price range of these linen shirts varies from Rs 1199-1299. As linen is considered a

premium product to have nowadays, so PUREZA deals with linen products also which

is best suited for the summers.

Now, with the evolving technologies

and growing competition among the

manufacturers to serve the customers

better and to avoid the customer churn,

the brand has come up with better

engineered product that is being suitably

designed for the office-goers. The brand

has been continuously focussing on

developing new varieties and better

engineered design from world-class

technologies to design a shirt that is

rarely available in the market. The brand

has named these shirts as ‘THE PERFECT NON-IRON SHIRTS’.

This shirt is made up of 100% Sri-Lankan Awaati Cotton which is the new fabric they

are introducing in making of this PUREZA shirt. The unique feature of this fabric is

that this fabric does not require ironing after it is washed. As the tagline says, ‘WASH,

HANG, READY-TO-WEAR’, so is the quality of the fabric which stands out.

The price of this Awaati Cotton is Rs. 1499. Though it is a newly launched shirt and it

is a bit overpriced, but the deal is a total value for money.

Also PUREZA have come up with a new product in its product-basket which is the

PUREZA trouser. The unique feature of this trouser that stands out from other trousers

because it is a wrinkle-free trouser and that is a perfect buy for the office-goers.




So summing it up, the different product

assortment under PUREZA brand are,

Egyptian Giza cotton, Linen shirts, Perfect

Non-Iron Sri-Lankan Awaati Cotton and

Wrinkle-free Trousers.

Apart from these, PUREZA also have

neckties under their brand name for the

office goers. So, the main focus of

PUREZA are the office goers who strive to

wear the best of clothing.

As a part of my Internship Project, I was asked to look after the brand PUREZA and that also

study its operation and the functioning of the brand. So for some 10 days I was asked to deal

with customers and also understand their buying behaviour and also what they perceive of

the brand. Moreover, along with the CSA who was assigned to the brand, I was also asked

to push the sales and observe how he has been operating with the customer who came to

purchase the products.

With the help of the CSA present there, I got to know

how the brand is positioned and how the customers

perceive the brand. Also, the brand claims to be one

of the most premium brands amongst the in-house

private brands in Reliance Retail.

When I was assigned the brand PUREZA, the ongoing

offers going on was “COOLEST SUMMER OFFER’

which says that ‘Shop for 2999 and get Gift Coupons

worth 1000’ redeemed on next purchase. Apart from

these, customers will get 1 Network tie free on purchase on any PUREZA shirt. Additionally,

a customer gets Rs 200 off on purchase of 2 pieces of linen shirts. Though the Awaati cotton

shirts are newly launched pieces of apparel, so they are excluded from any kind of offer and

clubbing of offers. But it is also included in the COOLEST SUMMER OFFER.

Apart from these I also had a fair idea about the IST (Inter-Stock Transfer) which my

Department Manager Mr. Manas Banerjee had asked me to observe and I got an idea how

the different stores call for stock when they are running short for it. They have specific lot

number and article number through which the old stocks are called for.




Phase 3: Conversion Drive Project

On the beginning of 13th week, I was called by my company mentor Mr Arnab Basu and he

introduced me to Mr. KedarNath Mukherjee, the Zonal Training Manager of Reliance Retail.

Mr. KedarNath called me up to discuss a very serious issue and that how can he come up

with some measures to overcome that issue which our store was suffering recently. He had

some ideas in his mind and with that ideas he intend to improve the problem which the

store is facing right now.

The issue which the store was facing recently was that it had a declining conversion rate

week by week, day by day. Now here we need to understand what actually conversion rate

is. Conversion rate is basically calculated by dividing the total number of bills made by the

total number of footfall. Footfall here is the number of person entering in the store in any

particular day. The footfall count are kept by the guards standing at the common exit and

entry points and keeping a track of the total footfall on an hourly basis. So, the main issue

concerning Reliance Trends in Avani Riverside Mall, where I am stationed for my Internship

Field work, is the gradual declining footfall rate and the week before that we had an average

weekly footfall of nearly 17%.

So, with the help of this pilot project, Mr. KedarNath wants to improve the footfall of the

store and to also keep this steady. As discussed with me the other day, Mr KedarNath wants

to launch and implement a pilot project namely BUDDY PROJECT to drive the conversion

of the store to reach the desired conversion percentage.

For this project, he called me to his office and also discussed with me about this project. The

functioning of the project are discussed as under:

1. He wants the Store Manager to select 5-6 staffs who are not that much confident

while dealing with customers and that they also tend to loose probable customers.

2. He also wants the Store Manager to select some 5-6 staffs from the store who are

confident enough at dealing with customers and are also capable of converting more

customers all the time.

3. Now what he wants to do is to pair 1 of the non-confident staff with the confident

one and together they will approach the customer and observe each other. The

confident one will observe how the non-confident one is dealing with the customers




and that what are their flaws in doing so and also what are the rooms for

improvement. The non-confident ones were also asked to observe their confident

buddy CSA while they were dealing with customers.

4. By the end of the day, the selected CSA were supposed come up to me before leaving

the store and give their feedback on their day’s work. Those feedbacks were recorded

by me and noted down and likewise it was presented to Sir in a proper written

format in a well labelled PPT.

5. Along with the feedback, the CSA’s were supposed to share one learning each and

also supposed to share what they have observed from their partner CSA.

6. These information were recorded be me and also to be discussed to either the Store

Manager of the MODs (Manager On Duty) present there before leaving the store.

The project assigned to me basically captured the probable CSA who were not that confident

enough and that how can they deal with the customers with the help of their buddy CSA

and improve themselves. My mentor asked me to submit me the responses captured on a

daily basis by preparing a well-structured Power-point Presentation. The observations and

feedback captured by me over a period of one week are noted down as below as well as in

the attached excel sheet.

Prior to the meeting, KedarNath Sir had a word with the SM regarding the team formation

and also to select some 5-6 confident and non-confident CSA that would be part of this

project.




Conversion Improvement Drive

As per the morning meeting held on 2nd

June 2015 in the store premise, the CSA and their

buddy CSA teams were formed which are mentioned below: (LHS are the Non-confident

ones and RHS are the confident ones)

1. Durga & Jahangir

2. Amir, Sanjiv & Saroj

3. Aftab & Mandeep

4. Dipankar & Samrat

5. Poonam & Indra

These were the teams that were formed and also that the confident ones would help their

Non-confident CSA and also observe them thoroughly while dealing with the customers and

also would help them at times they think their buddy is on the verge of losing a customer.

Also as a part of my observation, I was also asked to be on the floor and go about and

observe the said CSA’s while they are dealing or interacting with customer as to what are the

places they are lagging behind which they are supposed to improve. As per the observation,

the CSA had submitted me a daily feedback which I have compiled in an Excel Sheet

(attached herewith) and the results recorded are listed below:

Let us begin with the Non-Confident CSA’s




1. DURGA

DURGA

No of approaches No of conversions No of offers No of conversion helped No of conversion observed

02nd June 15 11 1

03rd June 12 8 0

04th June 12 9 4 0 1

05th June 0 0 0 0 0

06th June 21 14 4 1 2

07th June 27 19 3 2 3

0

5

10

15

20

25

30

02nd June 03rd June 04th June 05th June 06th June 07th June

Durga-Day wise Analysis

DURGA No of approaches DURGA No of conversions

DURGA No of offers DURGA No of conversion helped

DURGA No of conversion observed

0 5 10 15 20 25 30

No of approaches

No of conversions

No of offers

No of conversion helped

No of conversion observed

DU

RG

A

Durga- Category wise analysis

07th June 06th June 05th June 04th June 03rd June 02nd June




2. AMIR

Amir


02nd June 0 0 0 0 0

03rd June 4 3 1

04th June 4 4 0 3 2

05th June 0 0 0 0 0

06th June 5 4 0 1 1

7th June 8 7 3 0 0

0

1

2

3

4

5

6

7

8

9


Amir-Day wise Analysis

Amir No of approaches Amir No of conversions Amir No of offers

Amir No of conversion helped Amir No of conversion observed

0 1 2 3 4 5 6 7 8 9

No of approaches

No of conversions

No of offers



Am

ir

Amir-Category wise Analysis





3. SANJIV

Sanjiv


02nd June 13 10 0

03rd June 8 5 2

04th June 0 0 0 0 0

05th June 6 4 0 2 2

06th June 10 8 4 2 2

07th June 10 7 1 0 1

0

2

4

6

8

10

12

14


Sanjiv-Day wise Analysis

Sanjiv No of approaches Sanjiv No of conversions Sanjiv No of offers

Sanjiv No of conversion helped Sanjiv No of conversion observed

0 2 4 6 8 10 12 14

No of approaches

No of conversions

No of offers



Sanjiv-Category wise Analysis





4. AFTAB

Aftab


02nd June 3 3 1

03rd June 13 8 0 0

04th June 15 8 2 0 0

05th June 15 7 2 0 0

06th June 7 4 2 1 0

07th June 38 21 3 1 1

0

5

10

15

20

25

30

35

40


Aftab-Day wise Analysis

Aftab No of approaches Aftab No of conversions Aftab No of offers

Aftab No of conversion helped Aftab No of conversion observed

0 5 10 15 20 25 30 35 40

No of approaches

No of conversions

No of offers



Aft

ab

Aftab-Ctaegory wise Analysis





5. DIPANKAR

Dipankar


02nd June 8 6 0

03rd June 7 6 1

04th June 0 0 0 0 0

05th June 7 5 1 1 2

06th June 8 6 1 1 1

07th June 8 6 3 1 1

0

2

4

6

8

10


Dipankar-Day wise Analysis

Dipankar No of approaches Dipankar No of conversions

Dipankar No of offers Dipankar No of conversion helped

Dipankar No of conversion observed

0 1 2 3 4 5 6 7 8 9

No of approaches

No of conversions

No of offers



Dipankar-Category wise Analysis





6. POONAM

Poonam


02nd June 10 7 3

03rd June 10 6 0

04th June 7 4 0 2 0

05th June 0 0 0 0 0

06th June 0 0 0 0 0

07th June 0 0 0 0 0

0

2

4

6

8

10

12


Poonam-Day wise Analysis

Poonam No of approaches Poonam No of conversions

Poonam No of offers Poonam No of conversion helped

Poonam No of conversion observed

0 2 4 6 8 10 12

No of approaches

No of conversions

No of offers



Poonam-Category wise Analysis





These are the statistics for the Non-confident CSA who were not so much confident in

dealing with customer but after one-to-one learning and proper feedback, they show signs of

improvent and are improving the places they are supposed to.

Now let us analyse the responses and feedback for the BUDDY CSA.

1. JAHANGIR

JAHANGIR


02nd June 0 0 0 0 0

03rd June 0 0 0 0 0

04th June 24 13 0 0 2

05th June 16 9 1 0 0

06th June 0 0 0 0 0

07th June 25 17 0 2 2

0 0

24

16

0

25

0 0

13

9

0

17

0 0 0 1 0 00 0 0 0 0 20 0 2 0 0 20

5

10

15

20

25

30


Jahangir-Day wise analysis

JAHANGIR No of approaches JAHANGIR No of conversions

JAHANGIR No of offers JAHANGIR No of conversion helped

JAHANGIR No of conversion observed

0

0

0

0

0

0

0

0

0

0

24

13

0

0

2

16

9

1

0

0

0

0

0

0

0

25

17

0

2

2

0 5 10 15 20 25 30

No of approaches

No of conversions

No of offers



Jahangir-Category wise analysis





2. SAROJ

SAROJ


02nd June 0 0 0 0 0

03rd June 17 9 3

04th June 18 10 0 3 3

05th June 14 7 0 2 2

06th June 21 11 1 3 3

07th June 20 14 5 0 0

0

17 18

14

21 20

0

9 10

7

11

14

0 0 0 1

5

0

3 2 3

00

3 3 2 3

00

5

10

15

20

25


Saroj- Day wise Analysis

SAROJ No of approaches SAROJ No of conversions

SAROJ No of offers SAROJ No of conversion helped

SAROJ No of conversion observed

0

0

0

0

0

17

9

3

18

10

0

3

3

14

7

0

2

2

21

11

1

3

3

20

14

5

0

0

0 5 10 15 20 25

No of approaches

No of conversions

No of offers



SARO

J

Saroj- category wise analysis





3. MANDEEP

MANDEEP


02nd June 11 9 4

03rd June 0 0 0 0 0

04th June 0 0 0 0 0

05th June 0 0 0 0 0

06th June 21 18 1 2 2

07th June 30 28 3 0 0

0

5

10

15

20

25

30

35


Mandeep-Day wise Analysis

MANDEEP No of approaches MANDEEP No of conversions

MANDEEP No of offers MANDEEP No of conversion helped

MANDEEP No of conversion observed

0 5 10 15 20 25 30 35

No of approaches

No of conversions

No of offers



Mandeep-Category wise Analysis





4. SAMRAT

SAMRAT


02nd June 0 0 0 0 0

03rd June 4 3 1 0 0

04th June 13 13 5 0 0

05th June 5 5 2 1 1

06th June 13 12 2 1 1

07th June 15 15 2 1 1

0

2

4

6

8

10

12

14

16


Samrat-Day wise Analysis

SAMRAT No of approaches SAMRAT No of conversions

SAMRAT No of offers SAMRAT No of conversion helped

SAMRAT No of conversion observed

0 2 4 6 8 10 12 14 16

No of approaches

No of conversions

No of offers



Samrat-Category wise Analysis





5. INDRA

INDRA


02nd June 15 8 0

03rd June 0 0 0 0 0

04th June 4 2 0 2 2

05th June 8 4 0 0 0

06th June 12 7 0 0 0

07th June 15 10 0 0 0

0

2

4

6

8

10

12

14

16


Indra- day wise analysis

INDRA No of approaches INDRA No of conversions INDRA No of offers

INDRA No of conversion helped INDRA No of conversion observed

0 2 4 6 8 10 12 14 16

No of approaches

No of conversions

No of offers



IND

RA

Indra-Category wise Analysis





Result of the project undertaken

Every retail store across the country are of two different kind viz. Standalone store and

Vanilla store. Standalone store are such store which are dedicated to one store and customers

come in, purchase and go. Vanilla store on the other hand are the store which have different

other stores with them under one roof. The ideal conversion rate for a standalone store is

somewhat 50-55% and an ideal scenario of conversion in a vanilla store is roughly 30-33%.

The store where I was assigned my fieldwork is a vanilla store at Avani Riverside Mall.

When I was assigned the project and asked to take it through, the conversion rate of

Reliance Trends at Avani riverside Mall at that time was an alarming 17%. This was the

reason why the Zonal head of Reliance Retail was worried about the conversion issue and

that he wanted someone to take up his pilot project and that help to improve the

conversion of the store, because the conversion rate have been declining in the store week

by week, day by day.

He called me up and discussed this serious issue which a main concern for him and asked me

to take up this project and help him in his project.

When the project was undertaken and things went on, the conversion rate showed a high

improve on the very first day. The conversion rate on the previous day was 17% and on the

first day of the project, it showed a jump to 25%. The other day the conversion was on a

brisk rate of 23% and over the week the rate was smooth on 21%.

Mr. KedarNath was satisfied with the project and after the execution of the project, he is

thinking on the line to assign a dedicated manager in every store to monitor this project and

also to launch this project pan India across most of the leading Reliance Trends store where

conversion rate is a major concern.




Phase 4: Competition Data Report

As a part of my research work, I was also asked to prepare a Competition Report Data on a

weekly basis by my Company Guide.

A Competition Report Data generally covers all the activities and

keeps a track on all the advertisements and sales offers the

competitors are coming up with through various advertisement

medium.

The location of my field work where I am stationed is Avani Mall, Howrah. The competitors

of Reliance Trends in the apparel segment present there are Pantaloons, Max and Fashion at

Big Bazar (FBB).

Let us analyse one by one about the competitor and their discount schemes and offering going

around that time.

PANTALOONS

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first

Pantaloons store was launched in Gariahat, Kolkata in 1997. Pantaloons was previously

controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo Limited

(ABNL), a US $4 billion premium diversified conglomerate and India's largest manufacturer of

linen fabric. With a chain of

86 fashion stores across 40

cities and towns, Pantaloons

is constantly extending its

footprint into the rest of

modern India. It spans a retail

space of 1.7 million square

feet which is amongst the

largest in India.

Pantaloons offers multiple accessories and clothing brands across a spectrum of categories for

men, women and kids. The company provides 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.

Pantaloons offers its customers a collection of apparels and accessories from the stables of

globally renowned brands. The private labels for men in western wear include Lombard, Rig,

Bare Denim, Bare Leisure, SF Jeans, Byford, F Factor and JM Sport apart from trendy brands

like Urbana, Scullers, John Miller and Indigo Nation. Akkriti provides a wide selection of ethnic

wear.




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 formal

wear section offers a range of crisp and well-tailored collection by popular international brands

such as Van Heusen, Allen Solly, Peter England and Louis Philippe.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in exclusive

brands like Lee Cooper Juniors, Chalk, Pink & Blue, and Sach in addition to international

brands like Barbie and Disney. For the ethnic look, they can opt for traditional wear from

Akkriti. The portfolio of brands also includes infant wear by Chirpie Pie.

Pantaloons offers much more than just apparel. Customers can shop from an assortment of

watches from renowned international brands, including Tommy Hilfiger, Esprit, Kenneth Cole,

Citizen, Timex, Titan and others.

Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also available.

The accessories and beauty segments display an attractive collection of ladies’ handbags from

Lavie, Caprese, Fiorelli and Fastrack. Also available are products from colour cosmetic brands

such as Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and Lakmé, as well as a wide

collection of exotic fragrances.

In its endeavour to meet the consumer’s ever-changing fashion needs, Pantaloons has

introduced new brands that include Candies, Alto Moda, Turtle, Spykar, 109F, AND,

Chemistry, Global Desi and Giny & Jony.

The ongoing discount schemes going in Pantaloons store on apparels in Avani Mall are:

• Annabelle Jeans, Candie’s top, Agile top & lower, Rig top, Bare Denim Top, Honey

Ethnic wear – 30% off

• Jewellery – Buy 1 & get 1 free and also 20% off.

• Buy 1 & get 1 free on all perfumes.

• 30% off on girl’s Kurtis.

• Ultimate discount schemes on Rig, Agile, Peter England, The F Factor, Byford, Bare

Leisure & Jealous 21.

• 30% off on Bare Denim tees, San Francisco tees, Bare Denim Shirts.

• Ultimate discount on girls top.

• Various other new arrivals in various other brands mostly Agile & Bare Denim.

• Jealous 21 – Buy 2 for 599 and buy 3 for 799.




Apart from these, there is also an Average Ticket Size (ATS) scheme going on in Pantaloons for

the upcoming festival POILA BAISAKH. The terms and condition of the discount schemes are

illustrated as under:

- Shop for Rs. 3,000 & Rs. 5,000 and get Gift Vouchers (GV’s) of Rs. 500 (500*1)

and Rs. 1,000 (500*2) respectively.

- Each GV of Rs 500 is valid for next apparel purchase of Rs 2,000 or more.

- The GV’s can be redeemed only on in-house private label apparel brands.

- No two offers can be clubbed together.

- Redemption period of the GV’s – 16th April 2015 to 31

st May 2015.

- Launch date of this offer – 27th April 2015.

Additionally Pantaloons is trying to garner a larger consumer’s base by various means of

communication mediums viz. newspaper advertisement, mailers and store signage.

Store Signage Mailers Newspaper Advertisement




MAX FASHION LIFESTYLE

Founded in 1973 with a single store in Bahrain, the Landmark Group has successfully grown

into one of the largest and most successful retail organisations in the Middle East. An

international, diversified retail conglomerate that encourages entrepreneurship to consistently

deliver exceptional value, the Group operates over 1,200 outlets encompassing a retail

presence of over 18 million square feet across the GCC, Jordan, India, Egypt, Turkey, Lebanon,

Kenya, Sudan, Yemen, and

Pakistan.

MAX is the international value

fashion brand of the Dubai

based Landmark Group.

Established in 2004 in the UAE,

Max has become the largest

value fashion brand in India

and the Middle East with over

200 stores across 15 countries;

offering customers a one stop shop for clothing, accessories and footwear needs for the entire

family.

In India, MAX was established in the year 2006 with its first store in Indore. Now, Max has

around 105 stores across 45 cities with over 3500 employees.

MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of ‘value

fashion’ in the country, thereby offering the discerning shopper a vast choice with international

fashion & quality.

Max has its own label merchandise of in house designs and planned colour palettes for the

season. Every season Max introduces a fresh collection of international designs specially

customized to the Indian market. The brand adapts to the changing needs of the shopper every

season and accordingly introduces new designs, silhouettes & fabrics.

The store ambience offers an international shopping experience making shopping for the entire

family an absolute delight. Max focuses on strong visual elements at the store for engaging

customers while they are in store. The stores are designed for easy navigation with distinct

category display to facilitate customers in easily locating product they are looking for.




The target audience for Max India is primarily is contemporary middle class family and young

working couples within the age group of 25 to 35 yrs. As Max

has positioned itself as a youth brand, it also targets teenagers

and college students within the age group of 18 to 24 years.

The brand plans to have a network of 120 stores by the end of

the financial year

The discount schemes going in Max are:

• Ultimate discounts on Kids wear – Buy 1 for 249 & 2 for

349.

• Girls Nightwear – Flat 15% off.

• Ultimate Discount on men’s chest printed tees.

• Ultimate Discounts on men’s boxers.

• Women’s Kurtis – Up to 15% off and Rs. 100 off.

• Ultimate Discount on Kids wear.

• Girl’s top – Up to 20% off.

• Buy 1 Get 1 at Kids wear (Female).

• All casual shirt 20% off.

• Kids all wear – Buy 1 and get 1 free.

• Ultimate discounts on men’s tees.

• Girls and women wear – up to 15% off.

• New arrivals on men’s tees and women wear

Apart from these Max have no yet advertised in any local

newspaper or any print ad medium. Thou it has many small banners and posters in and around

the mall itself.




FASHION @ BIG BAZAAR

FBB has been satisfying the fashion enthusiasts of India with modern and trendy apparel since

the past seven years.

With one specific idea of ‘Making India

thoda aur stylish’, they have made it their

mission to provide stylish quality fashion at

pocket friendly prices. Bringing global trends

to Indian homes at inexpensive prices is

what FBB talks about.

Their in-house designers make sure that

global trends are in link with desi fashion.

Merchandise are also sold under private labels of DJ&C, Buffallo, Srishti, Knighthood, Spunk,

Pink & Blue and Ctee. A special line of Lee Cooper Original fashion exclusive to FBB and

Disney merchandise for kids are also available.

Be it a business meeting, a trip to the beach or just a day at home, there is always a wide

variety to choose from. Under our own independent label, they make aspirational fashion

available with stylish and trendy collections of casuals; formals, ethnic wear, denims and kids

wear.

Their customers come from the emerging India that wishes to stay in touch with future fashion

trends. With a wide selection in styles, trends and collections, they have something in store for

everyone across all metro cities, mini metros and also tier II cities.

The current offers going in Avani Mall at FBB are noted as under:

Matrix Jeans – Buy 1 get 1.

• Men’s Pentium striper tees – buy 2 for 499.

• Buffalo Cargo – flat 40% off

• Buffalo Casual shirt – flat 30% off.

• NYX party shirt – Buy 2 for 499.

• Shatranj Kurta – Buy 2 or 50% off.

• NYX Suit & Blazers – Buy at flat 30% off.

• 10% & 50% off on sarees.

• 60% off on girl’s Kurtis

• Kid’s teens (girls) – flat 40% off.

• Kid’s wear at flat 40% off and additional 25% discount.




• Girl’s Wear (top and tees) – 40% & 30% off.

• Lee Cooper polo – Buy 2 and get 200 off.

• DJ&C jeans (ladies) – buy 2 and get 40% off.

• Girl’s jeggings (coloured) – Buy 1 for 699 and buy 2 for 1199.

• Linen Shirts – Buy 1 for 899 and 2 for 1499.

• NYX party Combo (Shirt and trouser) – 599 [only shirt-299 and trouser-399]

• Sristi Kurtis – 40% off.

• AFL Shirts – 2 for 549.

• Suits and blazers (Knighthood and NYX) –flat 30% off.

• Kids Jeans Girls – Buy 1 Get 1 off.

• Kids Kurtis Girls – flat 60% off.

• 40% off on kids wear.

• Buffalo cargo and half pants flat 40 % off.

• Girls three-quarters and top (Spunk and DJnC) – Flat 30% off.




Employee Engagement Activity

Apart from all the studies and project work, I, along with all the other Management Trainee,

ideated and thought upon a line where we could arrange and organise an interactive event

for all the working and non-working staff of Reliance Trends, Avani Riverside Mall. This

event also helped us gained a certain amount of experience at a managerial level where we

thought, ideated, managed and organised an event right from the root tip.

The event included some games and events that we thought upon and likewise we invited

all the staff to be there at the store premise by 9 am in the morning. The event was a huge

hit with all the staff participating along with the Department Managers and Store manager as

well.

I sincerely thank Ms Punam Halwasia, the Store Manager in helping us through this event

and guiding us at every step.

THANK YOU MA’AM!




APPENDIX

(For Phase 1)

The questionnaire handed over to us by our mentor Mr. Supratik Sengupta, captures the reasons and

factors as to why a customer who is walking inside a store, leaves the store without purchasing

anything.

The set of questions are as follows:

Target Group: Customers exiting Trends stores without having purchased anything. Please ensure that

in case the customer has visited Trends in a group, no one should have purchased any item from Trends.

Please speak with minimum 10 customers each from the following segments:

Women, 16 – 24 years

Women, 25 – 45 years

Men, 16 – 24 years

Men, 25 – 45 years

Approach customers at the store exit who have not purchased any product from our store.

Date and Time: _____________________ Location: ____________________

1. Have you or anyone you accompanied to Trends purchased any item from Trends today?

a) Yes

b) No

Please continue only if selected (b)

1. What exactly were you looking to purchase? (Please note the specific garment and usage e.g. black

party jeans, formal shirt for office, Capri for college, gym t-shirt etc. against the appropriate

category below)?

a) I was just browsing/ window shopping and wasn’t planning to buy anything

b) Men’s Formal wear ______________________________

c) Men’s casual wear ______________________________

d) Women’s Western wear ______________________________

e) Women’s Indian wear ______________________________

f) Kids’ wear ______________________________

g) Lingerie/ Innerwear ______________________________

h) Accessories ______________________________

i) Other items ______________________________

j) Other Reason (please specify) ______________________________

You may discontinue if customer has selected (a) or (j) not linked with the purpose of the study.

2. Why did you not buy the garment you were planning to purchase?

a) I didn’t find enough variety/ range of designs

b) I did not like the designs/ styles

c) I liked something, but could not find the right size




d) I liked a garment, but could not find the right colour

e) I liked something, but it was not in my budget/ not the right price

f) I liked something, but the quality was not good

g) Other reason (please specify) _________________________________________________

Continue only if the customer has selected a), c) or d)

3. Was the CSA helpful in helping you find what you were looking for?

a) No one approached me

b) Someone approached me but s/he wasn’t helpful

c) Someone approached and s/he was helpful

d) Someone approached and s/he was very helpful

e) Other response (please specify)

__________________________________________________

4. How much time did you spend in our store?

a) Less than 5 minutes

b) 5 – 10 minutes

c) 10 – 20 minutes

d) More than 20 minutes

5. Do you remember which brands you looked at?

a) Yes, (please specify)

___________________________________________________

b) No

Please request the customer to accompany you to the section of the store where he shopped and probe

deeper to understand whether the reason s/he couldn’t find what he was looking for is in fact available.

You may have to offer a Gift Coupon to incentivise them to spend the additional time with you.

Just a final few more questions…

6. Have you visited or bought anything at Trends before?

a) Not visited before

b) Visited but not bought anything

c) Visited and bought something

7. Which is your favourite store for buying the garment you were looking to purchase today? Open-

ended

___________________________________________

8. Please tell me your age for analysis purpose (By Observation)

a) 16 – 24

b) 25 – 34

c) 35 – 44

d) 45 – 54

e) 55+




(For Phase 3)

APPROCHING TECHNIQUE

Questions for CSA:

(Questions to be asked by MODs & ZTM to all the new CSA who are being trained on

approaching skills)

1) How many customers have you approached today?

2) How many approaches were being accompanied by your Buddy?

3) What is your learning for the day?

Questions for Buddy CSA:

(Questions to be asked by MODs & ZTM to all the Buddy CSA who are training the new

CSA on approaching skills)

1) How many approaches have you accompanied with your Buddy CSA?

2) What you liked about your partner during his/her approaching skills?

3) What is your learning for the day?

Questions for the DMs:

(DMs need to share feedback with CSA & Buddy CSA, they need to appreciate their efforts

and will ask these questions in order to understand their learning on daily basis:

1) What have you learnt today?

2) Share you best practice for the day on approaching customers?




REFERENCES & BIBLIOGRAPHY

(Slide Share, 2014).

(Reliance Retail, 2015)

(Reliance Trends, 2015)

(Reliance Industries Limited (RIL), 2015)

(Surabhi Koul & Hari Govind Mishra, 2013)

(Shilpa Bagdare and Rajnish Jain, 2013)

(Shruti Awasthi, 2012)

(FBB India, 2015)

(Aditya Birla Retail, 2015)

(Max Fashion, 2015)

Aditya Birla Retail. (2015, April). Retrieved from Aditya Birla Nuvo Ltd:

http://www.adityabirla.com/businesses/Profile/Pantaloons-profile

FBB India. (2015, March). Retrieved from Fashion at Big Bazaar.

Jobs, I. (2014, May). Slide Share. Retrieved from Slide Share:

http://www.slideshare.net/iimjobs/indian-retail-sector-report-may-2014

Limited, R. I. (2015, April). Reliance Industries Limited (RIL). Retrieved from RIL:

http://www.ril.com/html/business/business_retail.html

Max Fashion. (2015, March). Retrieved from Max India:

http://www.maxfashionindia.com/en/about-us

Reliance Retail. (2015, March). Retrieved from Wikipedia:

http://en.m.wikipedia.org/wiki/Reliance_Retail

Reliance Trends. (2015, March). Retrieved from OLAX: http://www.olax.in/shopping/reliance-trends-

online/

Shilpa Bagdare and Rajnish Jain. (2013). Measuring retail customer experience. International Journal

of Retail & Distribution Management, 790-804.

Shruti Awasthi. (2012). ANALYZING THE EFFECTIVENESS OF CUSTOMER RELATIONSHIP

MANAGEMENT IN INCREASING THE SALES VOLUME WITH SPECIAL REFERENCE ON

ORGANIZED RETAIL STORES IN INDORE CITY. International Journal of Retailing & Rural

Business Perspectives.

Surabhi Koul & Hari Govind Mishra. (2013). CUSTOMER PERCEPTIONS FOR STORE ATTRIBUTES:

A STUDY OF TRADITIONAL RETAIL STORES IN INDIA. Journal of Business & Economics, 79-

103.

Wikipedia. (2015, April). Retrieved from Wikipedia - Pantaloons:

http://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail