final report ice

8/7/2019 Final report ICE

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Objective Of ICE program:

ICEMAX, BROOKEFIELDS

Presented by:

Arathi Ajay Kumar



To understand the service delivery and customerexperience of Max Retail Outlet

7As Approach to Customer ExperienceManagement:



1.Access:

The other way around, the location has its own

difficulty

2.Architecture:

Max is located in the prime heart of theBrookfield’s mall.This location targets the middle class and top

class society.This place is easily accessible, traceable and is

visible from long distance because of big banner.Has its existing mall trafficClean environment

Designated parking area.

Situated in a congested areaThe outlet is in the one corner where its difficult forthe customers to identify the store.

The front view of Max seemed elegant andflash lights gave a glossy and stylish look .Even the combination of color used matched to

the theme of the outletMusic plays an important role in providing a

different feel of the retail outlet.

There was enough space inside shop

but the seating arrangements wereinsufficient for customers.



3.Product Assortment:

4.Sales Assistance:

5.Alignment

All the products were systematically andlogically placed.There were name and flex boards for each of the products displayed.

The sales representatives within the store wasvery friendly and polite and they were personswho caters to the needs of the customers in aefficient way.(Because they could speak the

local language and added a touch of morehomely feeling) to the customers.If the number of customers entering the storein a day is 100,at a 80% conversion rate,80cutomers will buy an average of Rs.500 worthof goods,daily taking daily sales to Rs.40,000.



6.Augmentation:

Association Va7.Association value:

The Sales assistants were polite.ID card were assigned to each employee

Fixtures:

The fixtures used were complimenting thevalue of merchandise.

Music:Contemporary sound tracks from the newbrand were used within the store to attract thecasuals and fashion wear garments of theyouth.

Odour:The refreshing odor within the store gave apositive effect on the store atmosphere of Max.

Visual Merchandising:The main success of the max retail outlet was

the result of its overall store presentation-theinterior design, display and visualmerchandising. Elements like lighting andcolor made the customers to buy more. Lightslike natural shades were used for garments tobring out the true color of merchandise.

It was observed that the discounts were providedon special occasions to the customers such asWorld cup, Diwali etc.

There were no details obtained of the customers,

who procured the products from the store, hencethe services provided were limited to immediatetransaction only.



7)Association Value

Key learning:

Pricing Strategy:Max has created its unique and distinctive brandthrough its pricing strategy of the apparels andmerchandise within the Brookfield’s mall. The mainidea behind this strategy may be to increase itsfootfalls with a pricing strategy or to provide a

value for customers.

Product Differentiation:Max had its own private labels like Tavisha in theEthnic department and newly introduced Blush forladies undergarment session other than the its ownin-house brands plus some of the other famousbrands like Denims and Denizen from Levi’s.They

mainly differentiate their product through theirmerchandise with their exclusive and customiseddesigns as well as price and the inhouse tailor forthe customers for their alterations etc.

Merchandise hierarchy of Max:Division-Apparel

As mentioned earlier there were no detailsobtained of the customers who procured theproducts from the store, hence the concept of associating with the customers after sales doesnot exist.



Department-Men’s,Ladies,Kids,Accessories,Footwear

Category-Shirts,Trousers,Ethnic kurtis,westerncasuals for ladies,suits,undergarmnets

Sub category-full sleeves,half sleeves,capris,

Brand-Inhouse brands and othr famous brands likeDenims and denizen

Style-Button Down Collar,Cut-away collar

Options-Size(40,42,44,46),Design(Solid,Stripes,Prints),Price(650,700,1000),Colour)White,Blue,Green,Yellow,Pink).

Retail Floor and Shelf management:

This is the process of planning and managingmerchandise within the store, stocking andreplenishing shelves and arranging products in avisually appealing manner to maximise sales.

Key Insights

What motivates the Retail Sales people?

Encouragement Opportunity for promotion

Advanced training Opportunity for learning Opportunity to show creativity Special recognition for outstanding performance.

Individual incentive/bonus

Contest-travels, merchandise prizesGroup incentives/bonus.

final report ice

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