Retail operations

1. Measure to increase basic operation parameters of department
and lead generation for Giftvoucher
Name: SANTOSH KUMAR PARIDA
Regd. No.:1306258119
11-Jan-15 1
@
Sirf Dikhne me Mehenga

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Company Profile
Company Reliance Retail
Subsidiary Company Reliance Trends
Founded 2007
Headquarters Mumbai
Chairman and
Managing Director
Shri Mukesh Ambani
sales revenue Approx.Rs.16 billion in financial year 2012-13
Stores at Orissa
Bhubaneswar-Saheed nagar , Patia, Cuttack,
Berhermpur, Sambalpur.
• Reliance Trends delivers unmatched affordability, quality
chain of products and services to the customer.
• Reliance Trend continues to fine tune its offering and
listening to its customers and learning from them.

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Competitors
Customers
 Reliance Trends Follow it’s punch line “Sirf Dekhne me
Mehenga” that’s why it has a great customer base in today’s
competitive market.
 It keeps it’s product for every segment of customer, the
range of product and price range is too good and affordable
to each and every class of customer.
 Reliance Trends is offering a homogenous mix of private label
of brands across men’s, women’s and children’s category to
fulfil every customer’s requirements.
 1.Future Group
 2.Aditya Birla Group
 3.Shopper Stop
 4.Wall Mart(coming Soon)
 5. MAX Retail
Other Retail company like Kalamandi, Amber,,
Vishal, The World, etc.

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Objectives
• To study the departmental parameters, if they are qualitative or
not.
• To study the problem faced by customer at Reliance Trends,
Bhubaneswar.
• To study the role of promotional offer/scheme in customer
satisfaction.
• To study the service quality offered by Reliance Trends,
Bhubaneswar.

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Providing customer
shopping Experience
Receiving &
displaying
goods
Recording sales
Store Administration and management of premises
Tasks performedat the store level

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Significant Areas Of Retail Operations
1. Customer Service and Accommodation.
2. Retail selling Process.
3. Store Staffing & Scheduling.
4. Retail Floor & Shelf Management.
5. Warehousing & Supply Chain Management.
6. Loss ( Shrinkage ) Prevention.
7. POS/ Cashiering Process.
8. Visual Merchandising and Displays.

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Areas of Retail Operation covered
• Check out Management
• Stores Administration & Facilities
Management
• Loss ( Shrinkage ) Prevention.
• Visual Merchandising and Displays.

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Stores Operating Parameters
To Evaluate Day to day operations of Stores ,
Dip stick parameters are used to measure retail performance.
They enable retailers to find out health of specific area of operation.
Parameters
• Customer Transactions
• Stocks
• Space
• ATS
• Conversion
• Employees

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Stores Operating Parameters - Customer Transactions
• Customer Conversion Ratio
Number of Transactions
= ------------------------------- * 100
Footfall
This reflects retailer’s ability to turn potential customers
into buyers.
• Transactions per hour
No. of transactions
= -----------------------------------
No. of hours
This helps retailers to keep track of the no. of transactions
they are carrying out per hour , day ,week or season

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• Hourly customer footfall
No. of Footfall
= ------------------------------
No. of hours
This is used to track total customer traffic per hour, day,
week or season.
• Average Ticket Size
Total sale
= -------------------
Total no. of Bills
Stores Operating Parameters - Customer Transactions

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Stores Administration & Facilities Management
It includes
• Cleanliness of stores
• Maintenance of Store displays
• Time Keeping of staff
• Required Permission & Licenses
• Health & Safety Norms
• Store Security
• Insurance

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License Subject Issuing
Authority
For Retail
format
Registration
Certificate
Under Shops &
Establishments
Act
BMC Ward
Office
Supermarket/
Department
Store
Stores Administration & Facilities Management - Licenses

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• Planning the VM theme and creating displays
• Arranging props for displays
• Arranging display fixtures and lighting
• Setting up store before opening
• Working with floor plan and stores requirement
• Training personnel on sales floor to create display
• Organizing merchandising units such as racks and shelves
Visual
Merchandising &
Displays- Role
Visual Merchandising& Displays
• Art of suggestive selling by display & presentation.
• Known as Silent Seller.

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Displays
• In store displays
 Free Standing/Island displays – Inside the store at the entrance
to announce new arrivals /special offers –E.g. Reliance Trends –
Mannequin kept at entrance.
 Counter displays – For jewellery ,watches and hand kerchief
etc.
 Brand Corners- For display of exclusive brands or devoted
space in shelves or gondolas . Ex. Killer, Turtle, PE at reliance
trends.
 End Cap Displays – At terminal side of gondolas – both at entry
and exit .
 Cascade & Waterfall display – Ex. for Blazers, Jackets ,etc.

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• No digital promotion or advertising.
• Repeated Collections.
• Acute lack of awareness about the
store.
• Lack of external brands is also a major
constraint in the store.
• There is a cut throat competition from
its competitors like “lifestyle,
Pantaloons, Shoppers Stop”
respectively.
• More stores of Reliance Trends have to
be opened across various places in
Odisha.
• Negligible awareness about the
presence of store in other areas.
• Low prices of the merchandise attract
customers.
• Good staff service
• Store ambiances is very good.
• Follow a sales formula AGES
(APPROACH, GREETING, EYE
CONTACT, SMILE) properly.
• Retail industry is going to booming in
India in next couple of years.
• The Store offers in-house labels and
thus has freshness associated with it.
• Brand name of reliance has a lot of
prestige attached with it.
SWOT
Strength Weakness
Opportunities Threats

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Methodology& Interpretation
Methodology:-
• Primary data is collected from the respondents through questionnaire.
• Secondary data is collected by visiting and surfing websites of the
company and other sources.
Analysis:-
The data is analysed by using Statistical tools like SPSS,MS word,
excel etc.

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Interpretation

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Contd...

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Contd...

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SIP Target vs Actual performance
SIP Target:-
• Handle the queries of customers.
• To Observe the departmental function in premises.
• Help the customer to access their desire product.
• Tagging, ironing and hand folding of garments when needed.
• Act as a sales executive to promote the Gift voucher of
Reliance Trends to several organisations.
Actual Performance:-
• Solved most of the queries of customers regarding their
problems.
• Tagging, ironing and folding of garments when needed.
• Make 3 warm call for Gift voucher

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Key Takeaways
• I found out that to manage and handle all the duties and tasks
is quite difficult and it requires good communication skill and
problem solving ability.
• One should have a better convincing power to handle a
customer.
• I had a preconception that selling garments and handling the
queries of the customers is quite easy task, but I realise that
how much it complicated when I did those things.
• Overall it is a good experience.

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Suggestions & implication
Suggestion:-
• Executives should be always with a customer for making cross
sale and off sale.
• Alteration time can be reduced by hiring additional tailors or
by doing the work quickly So that customers waiting time for
the alteration can be reduced.
• The percentage of discount in purchasing a bulk amount of GV
should be little more that’s why the organization show
interest in it.

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Implication:-
• Employees are said to be with customer as their
shopping guide for provide them better service and also
make cross-sale and off-sale.
• An additional tailor is hired for providing better and
quick alteration service.

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Thank YOU