Project Report- A study of floor operations(Reliance Trends) at Avani Mall, howrah

Soumyajit mukherjee
PGPBM & MBA 2013-2015, BIBS Page 1

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DECLARATION
I hereby declare that the project entitled “BASIC FLOOR OPERATIONS OF RELIANCE TRENDS AT AVANI MALL, HOWRAH”, is an original piece of work and has not been submitted earlier in any institute for the partial fulfilment of the degree of Masters in Business Administration.
Submitted by: -
Soumyajit Mukherjee
Bengal Institute of Business Studies
PGPBM 2013-15 Batch

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ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any task would be incomplete without mentioning the people who made it possible, whose constant guidance and encouragement crowned our efforts with success.
I am grateful to my project guide Ms. Punam Halwasia (Store Manager, Reliance Trends- Avani Mall, Howrah), Mr. Manas Banerjee & Mr. Subrata Sardar (Departmental Managers, Reliance Trends-Avani Mall, Howrah)who constantly guided me at each and every fold and played a major role towards the completion of my project.
I really appreciated their involvement in the project and regular advice that helped me refine the project as I went along and also inculcate all the points that help significantly with the growth in my learning. It has been an absolute honour to work and learn from him.
I would also like to thank Mr.Arnab Basu (HR Manager, Eastern Region), Mr. Anshuman Banerjee (Cluster Manager) & specially the employees of Reliance Trends (Avani Mall, Howrah) in extending their support and full co-operation whenever required. Mrs. Kankana Choudhury(internal Guide) and Prof. Deepak Bhattacharya. Dr.Anindya Dutta and Mr. Vidur Kapoor(Chairman, BIBS) without their support the project would not have completed I would also like to express my sincere gratitude to Reliance Retail authorities who gave the permission to do my Summer Internship in a renowned company like Reliance Retail Ltd.

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CHAPTER NO.
TITLE
PAGE NO
1.
INTRODUCTION
1
2.
OBJECTIVES
2
3.
ABOUT THE COMPANY
 HIERARCHY OF RELIANCE TRENDS
 DEPARTMENTS & PRODUCTS
4-7
8
9-13
4.
BASIC STORE OPERATIONS
14-22
5.
CUSTOMER SERVICE DESK
23-24
6.
METHODOLOGY
25-27
7.
DATA ANALYSIS & INTERPRETATION
28-44
8.
JOB ASSIGNMENT
45-54
9.
SUGGESTIONS
55-57
10.
CONCLUSION
58
11.
BIBLIOGRAPHY
59

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INTRODUCTION

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1. INTRODUCTION
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.Akhilesh Prasad the CEO of Reliance Trends, Limited.

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OBJECTIVES

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2. OBJECTIVES
 To have a study on Reliance Retail (Reliance Trends) Ltd
 To study about the daily floor activities of retail trading.
 To look after maintenance of SOP by doing mystery shopping audit.
 To analyze the various competitors of Reliance Trends (Inner premises & Outer premises) those are present at the same location.
 To have a study on the customer satisfaction and preference.
 To find out the possible reasons, if conversion level goes down.
 To generate more business by increasing footfall in the premises by arranging various events.

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ABOUT RELIANCE RETAIL LTD.

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ABOUT THE COMPANY– (Reliance Retail Ltd.)
Date of Establishment
2006
Revenue
INR 2500-5000 Crores
Market Cap
US $ 27.4 billion
Address
RCP STTC Industrial Area, Tanabelapur Road, Ghansoli , Mumbai – 400701
Branches
Chairman & MD
CEO
Over 1200 stores across India
Mr. Mukesh Ambani
Mr. Akhilesh Prasad

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Overview 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.
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.

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Reliance Trend’s Roll Out Journey:-
Reliance Trends started its journey on late 2007. It opened its first store in Gurgaon, India and the journey is going on today also:-
Date
Location
12/10/2007
Ambience Mall, Gurgaon, india
30/11/2007
V3S Mall, New Delhi, India
27/03/2008
Main Street Mall, Bandra, India
28/03/2008
Big C(Chawla Mall), Jalandhar, India
15/08/2008
10Acres Mall, Ahmadabad, India
Past, Present & Future:-
Year
No. of Stores
Year
No. of Stores
2007-2008
3
2012-2013
76
2008-2009
7
2013-2014
104
2009-2010
9
2014-2015
132(Already Crossed in in 2014)
2010-2011
23
2015-2016
167
2011-2012
48
2016-2017
202

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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.
HOW RELIANCE TRENDS IS DIFFERENT?
Value Proposition: - P2Q3
Price(Taken from customer)
Quantity(Given)
P4
Q4 HIGHEST
P3
Q3
P2
Q2
P1
Q1 LOWEST
USP of Reliance Trends:-
Q- Best Quality
F- Latest Fashion
T- Patented Technology
V- Value for Money

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‘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.

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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

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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,
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-
MEN'S SECTION
FORMAL WEARS
MISC ZONE
CASUAL WEAR

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 PUREZA (private level)
 ZOLO BLUE (private level)
 NETWORK (private level)
 PETER ENGLAND (external brand)
 OXEMBERG (external brand)
 JOHN MILLER (external brand)
 JOHN PLAYER (external brand)
 SCULLERS (external brand)
 VIMAL (external brand)
 THOMAS SCOTT (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)
 FIRST CLASS(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)

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 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)
 La POLO(Internal brand)
For sports section:-
 PEFORMAX(private level)
For Home section:-
 WILLOW(private level)
 WELSPUN(external brand)
 PORTICO(external brand)
 STELLAR(external brand)

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» 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,
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)
WOMEN'S SECTION
WESTERN WEARS
MISC ZONE
ETHNIC WEAR

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 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

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» 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)

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BASIC FLOOR OPEARATIONS

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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.

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SOME BASIC FIXTURES OF RELIANCE TRNDS
FOUR WAY BROWSER
TWO WAY BROWSER
GANDOLA

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NESTING TABLE
PYRAMID

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HANGRAIL
ULTIMATE/ RED TABLE

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PEG HOOK

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Electronic Article Surveillance:-
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 TAG (HARD TAG)
U.F.O TAG (HARD TAG)

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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 2-3 shoplifters 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
MAGENTIC STRIP TAG (SOFT TAG)

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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 off the store from a suitable distance.
TAG-PIN REMOVAL MAGNET
ANTI-THEFT GATE

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CUSTOMER SERVICE DESK

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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.

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 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.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY:-
SELECTION OF AREA:
The area selected was Reliance Trends, Avani Mall, Howrah. It is one of the important shopping destinations of Howrah. Avani is the first mega mall of Howrah, and having lots of competitors like Pantaloons, Big Bazaar etc, by competition challenge keeping on mind this place was selected.
SELECTION OF SUBJECT:
The subject selected to study local competitors like big bazaar Pantaloons, and local market players as well.
SELECTION OF SAMPLE:
Convenient sampling is used for the study.
METHODS USED FOR COLLECTION DATA:
Both primary and secondary methods were used.
 The primary data was collected through the questionnaire, which was given to the customers and face to face interaction also helped in this manner.
 The secondary data was collected through the means of internet, office database.

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ANALYSIS OF DATA: The data collected are analyzed using percentage method supported by pie- charts.
LIMITATIONS:
Certain data collected can’t be specific suggestion vary from people to people.
PARAMETERS OF THE STUDY:
The study is limited within the Reliance Trends, Avani Mall, and Howrah.

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The data analysis is divided into two parts by two different sets of questionnaire, as follows
QUESTIONNAIRE
For the store For the Home Fashion Section
Data Analysis Data Analysis
SUGGESTIONS

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DATA
ANALYSIS
& INTERPRITATION

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QUESTIONNAIRE
NAME:
AGE: - □Below 20 □ 21- 30 □ 31-50 □ 51 & above
GENDER:- □ Male □ Female
LOCATION- ______________________________
1) Are you shopping with Reliance Trends for the first time?
□ Yes □ No
2).How many times did you visit Home Fashion section in Reliance Trends, Avani?
□ 2 times □3-5 times □ more than 5 times
3).Why do you choose Reliance Trends, Avani Mall for shopping?
□ Offers □ Services □Product Availability □Easy Transportation
4).How did you come to know about Reliance Trends?
□ Electronic Media □ Print Media □ Word of mouth □others________________
5).Product purchased with respect to the Departments?
□ Men’s □ Women’s □ Kids □ Home Fashion □Accessories

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6).Are you happy with the overall product availability?
□ Yes □ No
7).Are you happy with the display of the products and service standards of the store?
□ Yes □ No, If NO_________________
8).Did you use the customers’ service desk’s facility?
□ Yes □ No
9).Are you satisfied with the Exchange Policy offered by Reliance Trends?
□ Yes □ No
10). What is your bill amount today?
□ 500-999 □ 1000-1999 □ 2000-2999 □ 3000 & above
11).Rate the CSA?
0 1 2 3 4 5
12). Would you like to visit us again?
□ Yes □ No, If NO ____________________
13). Will you recommend others to visit us?
□ Yes □ No, If no ____________________

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Data Analysis & Interpretation
Age Group:-
Below 20
21-30
31-50
51 & Above
4
15
21
10
INTERPRETATION - Within this sample of 50 customers, there are only 4 customers who are below 20 years of age ,15 out of 50 belongs to the age group of 21-30, 21 are from the age group of 31-50, 10 are from 51 & above .
Below 20 8%
21-30 30%
31-50 42%
51 & Above 20%
AGE GROUP

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Gender segregation
Male
Female
21
29
INTERPRETATION:- Within this 50 customers 21 were Male and 29 were female customers. It is been observed that college students and married working or home-maker women does shopping more frequently, where as gents shopper were only 21 out of 50.
Male 42%
Female 58%
GENDER SEGREGATION

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First time with Reliance Trends:-
Yes
No
14
36
INTERPRETATION:- The survey which was conducted within 50 customers , out of that 14 were new customers and 36 were repeat customers. That means Reliance Trends has got a good service quality towards the customers.
Yes 28%
No 72%
FIRST TIME WITH RELIANCE?

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Shopping Frequency with Reliance Trends:-
2 Times
3-5 Times
More Than 5 times
12
27
11
INTERPRETATION:- From the survey it is observed that the customers who are repeat customers, they were visiting Reliance Trends, Avani Mall, Howrah for 2times, 3-5 times and more than 5 times. 12, 27 and 11 out of 50 customers were visiting Reliance Trends Avani Mall for 2times, 3-5 times and more than 5 times respectively.
2 Times 24%
3-5 Times 54%
More than 5 Times 22%
SHOPPING FREQUENCY WITH RELIANCE TRENDS

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Selecting Reliance Trends Avani:-
Offers
Services
Product Availability
Pocket Friendliness
13
16
14
7
INTERPRETATION:- It is clear that customers who are coming back and shopping from Reliance Trends, Avani Mall, Howrah, is just because of the service which is offered by the employees and of course the collections of the product . Customer satisfaction is high that is why the customer retention is also very high at Reliance Trends,
Offers 26%
Services 32%
Pocket Friendliness 14%
Product Availibility 28%
SELECTING RELIANCE TRENDS AVANI

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Came to know about Reliance Trends, Avani:-
Electronic Media
Print Media
Word Of Mouth
Others
8
9
20
13
INTERPRETATION:- The customers who came to Reliance Trends they came to know about Reliance Trends by various sources. 18% of the customers got the information from Print Media, 16% from Electronic Media, 26% by other sources like SMS, Free Reminder on E-Mails etc and 20% got the information from referrals which is known as, ‘WORD OF MOUTH’.
Electronic Media 16%
Print Media 18%
Word of Mouth 40%
Others 26%
HOW RELIANCE TRENDS?

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Department wise purchase:-
Men’s
Women’s
Kids
Home Fashion
Accessories
14
20
12
2
2
INTERPRETATION:- The customers among whom the survey was done, 20,14,12,2 and 2 out of 50 customers shopped from Women’s, Men’s, Kids, Home fashion and Accessories respectively.
Men's 28%
Women's 40%
Kids 24%
Home Fashion 4%
Accessories 4%
PRODUCT PURCHASED FROM

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Satisfaction Regards to Product Availability
Yes
No
24
26
INTERPRETATION:- The customers who bought products from Reliance Trends, they portrait their satisfaction as follows. 52% of the customers are not happy with the products that are available in the store and 48% is happy with the availability.
Yes 48%
No 52%
SATISFACTION REGARDS TO PRODUCT AVAILABILITY

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Service Standards and Display
Yes
No
29
21
INTERPRETATION:- The surveyed customers had given an opinion in service standards and display. 29 out of 50, that means 58% had told that they are happy with the service standards and displays of the store and 21 out of 50 (42%) are not happy or wants more displays of the products and the smooth service.
Yes 58%
No 42%
SERVICE STANDARDS AND DISPLAYS

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Usage of Customer Service Desk
Yes
No
21
29
INTERPRETATION:- “When the help required for any issues, we approach customers service desk(C.S.D.)” Told by many customers. 58% said that didnot use the service while rest 42% used the service.
Yes 42%
No 58%
USAGE OF CUSTOMER SERVICE DESK

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Satisfaction with regards to Exchange policy
Yes
No
20
30
INTERPRETATION:- Majority customers are not happy with the exchange policy because there are few components are involved into it which is mandatory to follow. 60% customers said that time period for exchanging should increase little bit more, While 40% customers are happy with it.
Yes 40%
No 60%
Satisfaction with regards to Exchange policy

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Basket Size of the customers
500-999
1000-1999
2000-2999
3000 & Above
8
13
12
17
INTERPRETATION:- As the offer(Coolest summer i.e. shop for INR 2999 & GET GIFT COUPONS OF INR 1000) was going on, so that the customers were more into buying of INR 3000 & above. Hence 34% had shopped for INR 3000 & above, 24%,26% and 16% had shopped for INR 2000-2999,INR 1000-1999 and INR 500-999 respectively.
500-999 16%
1000-1999 26%
2000-2999 24%
3000 & Above 34%
BASKET SIZE

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CSA rating
0
1
2
3
4
5
0
1
1
11
19
18
INTERPRETATION:- The service that are given by the CSAs(Customer Service Associate) is remarkable. That is why the retention of the customers in Reliance Trends, Avani Mall is Very high.
1 7%
2 13%
3 20%
4 27%
5 33%
CSA RATING

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Will you come back?
Yes
No
38
12
INTERPRETATION: While making this survey the customers were really very much happy to say that, “We will be coming back”. They also mentioned that, their shopping frequency with Reliance Trends is very high. As it is clearly reflecting on the table(up) 76% out of 50 customers they will be more than happy to welcoming them back in the store.
Yes 76%
No 24%
Will you come back?

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Will you recommend others about Reliance Trends?
Yes
No
32
18
INTERPRETATION:- Recommendation is something which can take a lot of time to built in the customer’s mind by giving excellent service, trust etc, but on other hand it can also take a very small span of time to built by providing something a customer expects to get it. As per the survey 32 out of 50 customers told that they will recommend others to shop with Reliance Trends. Whereas 36% of the customers told they are not going to recommend Reliance Trends as shopping destination.
Yes 64%
No 36%
Will you recommend others?

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JOB ASSIGNMENT

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Job Assignment
By keeping in mind the pie chart below, the Store Manager of Reliance Trends, Avani Mall, Howrah, Ms. Punam Halwasia decided to put me in Home Fashion Section to look after the sales of that particular section, because the total 50 customers were surveyed and 2 customers out of it had bought products from Home Section.
Department wise purchase:-
Men’s
Women’s
Kids
Home Fashion
Accessories
14
20
12
2
2
Men's 28%
Women's 40%
Kids 24%
Home Fashion 4%
Accessories 4%
PRODUCT PURCHASED FROM

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Sectional Questionnaire
1) How many times did you visit Home Fashion section in Reliance Trends, Avani Mall, Howrah?
□ 1 time □ 2 times □3-5 times □more than 5 times
2) Do you like the versatility of products?
□ Yes □ No if No_____________________
3) Are you satisfied with the quality of the products?
□ Yes □ No if No_____________________
4) Do you think the products are pocket friendly?
□ Yes □ No if No_____________________
5) Would you like to have more offers on Home Products?
□ Yes □ No

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Visiting frequency of Home Fashion Section:-
1 TIME
2 TIMES
3-5 TIMES
MORE THAN 5 TIMES
3
7
6
9
INTERPRETATION: - While making the survey, it has been observed that, 3 out of 25 customers were visiting the home fashion section for the first time, 7,6 and 9 customers were visiting the section for 2nd ,3-5 times and more than 5 times respectively.
1 TIME 12%
2 TIMES 28%
3-5 TIMES 24%
MORE THAN 5 TIMES 36%
VISTING FREQUENCY OF HOME FASHION SECTION

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Product versatility of Home Fashion section:-
Yes
No
10
15
INTERPRETATION: - Out of 25 customers 10 were happy with the product versatility of Home Fashion Section and at the same point of time 15 were unhappy with the versatility issue.
YES 40%
NO 60%
PRODUCT VERSATILITY OF HOME FASHION

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Satisfaction regarding the quality of home products:-
Yes
No
12
13
INTERPRETATION: - 52% customers were expecting more good quality products in Home Fashion Section of Reliance Trends. Whereas 48% customers were happy in the quality satisfaction issue.
YES 48%
NO 52%
SATISFACTION REGARDING QUALITY

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Pocket-friendliness of the products:-
Yes
No
14
11
INTERPRETATION: - According to the customers, the products(Bed sheets, Diwan set etc )that are available in Home Fashion Section of Reliance Trends, those are comparably cheaper than other retail stores present at the same premises. 56% of the customers clearly mentioned that the products above mentioned (Except towels) are cheap and 44% said that, products are costly.
YES 56%
NO 44%
POCKET FRIENDLINESS OF HOME PRODUCTS

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Need more offers;-
Yes
No
15
10
INTERPRETATION: -When the survey was done, ‘The Coolest Summer Offer’ was going on. The customers had given their feedback for keeping the fact in their mind about the discount that are offered for rest of the year. 15 out of 25 customers told that they need various discounted offers through-out the year and 10% told they are happy with the present scenario.
YES 60%
NO 40%
MORE OFFERS NEEDED?

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In the month of April’14, sale-report has been shown beside. The department could not achieve the monthly target because of various reasons portrait through the above questionnaire although there was a huge chance to achieve the target just for one simple reason, ‘Poila Baisakh’(Bengali New Year).
Possible reasons are-
 Low footfall at the Home Fashion Section
 Less conversion
 Less discount offered (compare to other retail stores)
 Range of product availability was less
 Less display
 Less announcement from Customer Service Desk
 Attentiveness of the Customer Service Associates
 Fight with Internal Brand and External Brand to sell the product
When the work was assigned to me, I did a competitor analysis with Big Bazaar and other local players those are present at both inner and outer premises. It was observed that Big Bazaar is the brand where the product availability is vast compare to Reliance Trends, and most surprisingly in a cheaper price than Reliance Trends. The customers are more intend to buy branded products which is suitable for his/her pocket. So major problem I observed that, if a customer is going to Big Bazaar to buy a towel or a bed sheet, he/she is getting the brand ‘BOMBAY DYING’, whereas in Reliance Trends the

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customer will be getting Reliance’s home product ‘WILLOW’, which is not at all a familiar brand like BOMBAY DYING’.
Apart from this issue, rest of the possible causes were on Store Manager’s hand because price and offers, promotions are not in under control of her. So, I spoken to Ms. Punam Halwasia(Store Manager), Mr. Manas Banerjee & with Mr. Subrata Sardar regarding the stuff issues. They helped me a lot to overcome the problems.
Starting of May’14, I along with my managers started working on those problems and we came up with various solutions. 15th May’14 onwards ‘The Coolest Summer Offer’ had started, so the discount problem was omitted but then also the fighting of Internal and External brands remained the same. The SM and both the DMs taught me how to handle this problem, and we got success by that method.
The remedies for those problems are:
 Footfall Issue:- Conducting various events in the store
 Conversion problem:- All the CSAs were told to attend all the customers, and make them buy at least one thing from the store.
 Display Threat:- At Home Section we made up lots of towel folding(Elephant, Duck etc). Bed Sheet displays etc to attract more customers.
 Announcement Problem:- The CSD person were advised to do more announcement regarding Home Section’s offer.

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 Cross Selling:- The CSAs were strictly told to cross sell home sections products.
 Closing:- At Home fashion section once the customer enters we tried to make him/her buy something or the other.
After trying all those remedies at last Home Fashion Section achieved the target of 2, 23,152 INR in May and 2, 60,634 INR in June.

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SUGGESTIONS

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Suggestions:-
 As we know, making new customer is a big challenge, rather giving ultimate service to the existing customers. It is possible to hold them back to shop only from Reliance Trends and by that Reliance Trends can earn a good number of recommendations (Word Of Mouth) by the customers.
 From the frequency of shopping it has been observed that most of the customers were repeat customers. Majority of them were visiting the store for more than 3-5 times. Whereas the customers who came for second time, that also can be converted into more either by giving good quality of service or by building a good relationship with them.
 While interacting with the customers it was identified that the customers’ service desk of Reliance Trends, Avani Mall has got only one Computer System. According to the store-size the customers service desk could have been broken into two parts; one could in Ground Floor and the other one could be on the First Floor. By that way the customers’ can get more personalized service what they are looking for.
 As the promotion level of Reliance Trends is very low with compare to other retail stores, which has been shown on the data analysis. Majority of the customers came to know about Reliance Trends either by Word Of Mouth or by other sources. Electronic media and print media had played their role hardly. The management can think about the promotional strategies in such a way, where all the mode of communication can be used and could reach the most of the targeted customers.
 It has been observed that, the customers are not happy with the product availability. The issues can be preferred Size, Price, Offers etc. and mostly the customers sometimes touches, feels the product but the colour

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composition or the preferred design of the product does not match with his/her mind set.
 According to the customers, the some visual merchandising is extra ordinary and on the other hand some are not at all liked by them. A very few customers also told that some of the displays should be kept on the windows as well as inside near to the respective section (Home Section).
 The main problem of concern which has been observed for the exchange policy is that “Time Limit” (30 days). 30 out of 50 customers specifically mentioned that the duration for exchange policy should increase little bit more (45 days).
 As per the CSA rating is concerned, the CSAs (Customer Service Associates) should get more training on customer handling. The customers who had marked ‘3’, they clearly mentioned that, they felt the personal touch was missing from the interaction with CSA’s. It is a valid point to take it upon by the management is to give more systematic training to those CSAs for betterment of the service of the store and as well as for their future prospects.
 It is very well to get a kind of feedback where more than 60% of customers told that they will come back to shop and they will recommend others about Reliance Trends, Avani Mall, Howrah.

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EVENT ORGANISED TO INCREASE FOOTFALL AND SAME POINT OF TIME CONVERT THEM INTO SELL:
FATHER’S DAY CELEBRATION

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DRAWING COMPETITION

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CONCLUSION

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Conclusion
Reliance Trends is a part of Reliance Retail, it came into existence in 2007. The two months spent in the store was a good experience, all the employees were cooperative, got the opportunity to know retail in detail.
The project helped me in the following areas:
 Dealing with different types of customers.
 Improvement in observation skills.
 Learning merchandising.
 Learning consumer behaviour.
 Making corrective decisions.

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BIBLIOGRAPHY

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Bibliography
I. http://www.sales-training-sales-tips.com/retail-sales-tips.html
II. http://www.ril.com/html/aboutus/subsidiaries_associates_RRL.html
III. http://info.shine.com/company/Reliance-Retail/207.aspx
IV. http://en.wikipedia.org/wiki/Reliance_Retail
V. http://www.slideshare.net/uplakshgupta/business-marketing-reliance- trends?qid=c6d3fc63-d9d6-4457-8585- 04f3f038a63e&v=qf1&b=&from_search=1
VI. http://www.slideshare.net/hardikjain29/catchment-analysis-for-reliance- trends?qid=c6d3fc63-d9d6-4457-8585- 04f3f038a63e&v=qf1&b=&from_search=2
VII. http://www.slideshare.net/praveensantosh1/reliance-trends-project- final?qid=c6d3fc63-d9d6-4457-8585- 04f3f038a63e&v=qf1&b=&from_search=3

Project Report- A study of floor operations(Reliance Trends) at Avani Mall, howrah

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Project Report- A study of floor operations(Reliance Trends) at Avani Mall, howrah