project report- a study of floor operations(reliance trends) at avani mall, howrah

Soumyajit mukherjee PGPBM & MBA 2013-2015, BIBS


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


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.


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


INTRODUCTION


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.


OBJECTIVES


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.


ABOUT

RELIANCE

RETAIL LTD.


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


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.

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Conglomerate_(company)

http://en.wikipedia.org/wiki/Holding_company

http://en.wikipedia.org/wiki/Holding_company

http://en.wikipedia.org/wiki/Mumbai,_Maharashtra

http://en.wikipedia.org/wiki/Upstream_(petroleum_industry)

http://en.wikipedia.org/wiki/Downstream_(petroleum_industry)

http://en.wikipedia.org/wiki/Downstream_(petroleum_industry)

http://en.wikipedia.org/wiki/Petrochemicals

http://en.wikipedia.org/wiki/Retailing_in_India

http://en.wikipedia.org/wiki/4G

http://en.wikipedia.org/wiki/Publicly_traded_company

http://en.wikipedia.org/wiki/Market_capitalisation

http://en.wikipedia.org/wiki/Indian_Oil_Corporation

http://en.wikipedia.org/wiki/Indian_Oil_Corporation

http://en.wikipedia.org/wiki/Fortune_Global_500

http://en.wikipedia.org/wiki/Fortune_Global_500

http://en.wikipedia.org/wiki/Economy_of_India


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


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


‘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,

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


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)


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)


» 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


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)


BASIC FLOOR

OPEARATIONS


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 FIXTURES OF RELIANCE TRNDS

FOUR WAY BROWSER TWO WAY BROWSER

GANDOLA


NESTING TABLE

ULTIMATE/RED TABLE

PYRAMID


HANGRAIL

ULTIMATE/ RED TABLE


PEG HOOK


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)

http://en.wikipedia.org/wiki/Shoplifting

http://en.wikipedia.org/wiki/Retail

http://en.wikipedia.org/wiki/Library_theft

http://en.wikipedia.org/wiki/Library_theft

http://en.wikipedia.org/wiki/Office_building

http://en.wikipedia.org/wiki/Good_(economics)

http://en.wikipedia.org/wiki/Retailing

http://en.wikipedia.org/wiki/Alarm_devices


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)


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


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.


RESEARCH

METHODOLOGY


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.


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.


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


DATA

ANALYSIS

&

INTERPRITATION


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


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 ____________________


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


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


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?


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


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


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?


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


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


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


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


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


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


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


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?


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?


JOB

ASSIGNMENT


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


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


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


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


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


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


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?


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


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.


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.


SUGGESTIONS


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


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.


EVENT ORGANISED TO INCREASE FOOTFALL AND SAME POINT

OF TIME CONVERT THEM INTO SELL:

FATHER’S DAY

CELEBRATION


DRAWING

COMPETITION


CONCLUSION


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.


BIBLIOGRAPHY


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-


VII. http://www.slideshare.net/praveensantosh1/reliance-trends-project-

final?qid=c6d3fc63-d9d6-4457-8585-


http://www.ril.com/html/aboutus/subsidiaries_associates_RRL.html

http://info.shine.com/company/Reliance-Retail/207.aspx

http://www.slideshare.net/uplakshgupta/business-marketing-reliance-trends?qid=c6d3fc63-d9d6-4457-8585-04f3f038a63e&v=qf1&b=&from_search=1



http://www.slideshare.net/hardikjain29/catchment-analysis-for-reliance-trends?qid=c6d3fc63-d9d6-4457-8585-04f3f038a63e&v=qf1&b=&from_search=2



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

Retail

introduction reliance

reliance trends stores

ceo of reliance trends

reliance trends avani

reliance trendsavani

bibs page

reliance retail limited

reliance retail authorities