EXTERNAL SKILL VIVA

ON
Visual Merchandising and Stock Display NSQF 3
Demo Styles,Sales Process, Customer Problem Solving And Loyalty
Program NSQF 3
Store Maintenance And Security NSQF 3

BY
GROUP- 02
Sri Laxmi-121317090031
Poojitha Kulkarni-121317090029
MuskaanSethia-121317090026
SEMESTER- Ⅲ, 2018
Batch 2017-2020

Submitted to
The Department Of Management
B.Voc ( Retail Management & Information Technology)
St.Francis College For Women
Begumpet, Hyderabad, 500016
 ATTENDENCE SHEET

NAME/ Sep 07 Sep 10 Sep 12 Sep 18 Sep 19 Oct 1 Oct 2 Oct4

DATE 2018 2018 2018 2018 2018 2018 2018 2018

Srilaxmi P P P P P P P P

Muskan P P P P P P P P
sethia

Poojitha P P A P P P P P
NAME OF THE SUBJECT STORE TAKEN FOR THE STUDY

1. Visual Merchandising and Stock Hamley’s, Hyderabad Central

Display

2. Demo Styles,Sales Process, Hamley’s, Hyderabad Central

Customer Problem Solving And
Loyalty Program

3. Store Maintenance And Security Chilli’s Restaurant, Banjara Hills

 ACKNOWLEDGEMENT

We want to extend our special gratitude to all the people who had helped us in completing
our research work successfully. The satisfaction that accompanies on the successful
completion of any work would be incomplete unless we mention the names of the people
who made it possible

We would firstly like to thank our Principal Sr. Sandra horta for giving us this wonderful
opportunity for doing our research work on practical subjects concerning our unique course.
We would like to thank our Head of Department (HOD) Dr. Subi Varghese Ma’am for
being our support throughout our research work and our department teachers Mr. Venkat
Mutyala Sir,Ms. Shalini William Ma’am and Ms. Sahar Ma’am for guiding and helping us
throughout our research work.

We would also owe our thankfulness to our mentors in the research- Mr. Nithin(Chef of
Chilli’s) and Mr. Balaji (Demo Head, Hamley’s) and Mr. Mirzah(Visual Merchandising
Head, Hamley’s) who gave us their valuable time and helped us in gaining knowledge
about the subject in depth for our research work assignment.

It is also our duty to thank our parents who were the main support systems and who
encouraged us by motivating us all time to complete our work within the given limited
frame of time.
INDEX
 DEMO STYLES
A demonstration of a product or technique is called as demo styles. The technique used by the sales person
to sell the product is called as the demonstration technique. The demo of the product must be so efficient
and clear so that the customer will be ready to buy product and suggest for others as well.

Training:
Trainers from Head Office(Mumbai) will be training the staff according to the Company Policies for every
2-3 months. With this training every one in the store will be perfect on giving demos on any product and
will also learn how to attract customers

 Employee Training: The training includes

 Hamley’s Culture:
First they always start with the Hamley’s culture, since it’s a international brand and how
it’s different from other toy stores
 On how to give demos on new arrivals:
When ever there are new arrivals in the store,the trainers will immediately give training
on demo of that product clearly
 Demo on the existing products(few):
For the few existing products also demo training will be given with different approaches
 Practise will be done on Jingles:
Jingles is a unique way of promoting their brand in Hamley’s where the Staff will sing
Hamley’s song in front of the store very frequently to attract customers and to gain their
attention
 Activities:
In the training,the trainers will also conduct few activities,so as to check how well the
staff are doing in the store
Example-Each of the employee in the training program will be asked to pick a chit and will
have to bring a product described accordingly and should give appropriate reason for
liking and choosing that product PIC

Different approaches of Demo Styles:

In Hamley’s, they follow different approaches for giving demos to the customers which varies from
product to product and category to category. Being a toys store, demos play an important role for the
customers to give clear description and usage of the product
 They use Demo tables only for giving demos, where in there are 4 such demo tables
 Products that run with batteries will be always be switched on, that captures customers view
while moving in the store wherein for such products,they need not give demos and will be
understandable just with a view
 SALES PROCESS
A sales process is a set of repeatable steps that a sales person takes to take a prospective buyer from the
early stage of awareness to a closed sale. Simply put, it is a potential customer’s journey from realizing
they have a need for a product to making an actual purchase. And since the sales process is a journey for a
prospect, it is a roadmap for a sales person. Typically, a sales process consists of 5-7 steps.

Company policies on Sales Process:

At the time of purchase
1. Wishing the customers while entering the store saying “Welcome to hamley’s “
2. When the customers enter in they ask 3 magical questions after wishing them
3. Who are they buying for?
4. What is their age?
5. What is their Interest?
6. After listening to their answers for those 3 magical questions, they’ll suggest a new arrival and
exclusive products
7. And then they give demo of that product, except for the few high range products
8. After the demo, they’ll explain the customers clearly about the product
9. After convincing the customer to buy that product, they do add on sales by giving those demos
10. While taking customer to cashier also they show them few products related to that product if any

After Sale
 Customer service area:
There’s a customer service area in the store at the backside where in if the any products batteries
or parts of the product are missing will be handed over to customer service and they’ll fix that as
soon as possible
 Follow up:
After the sale, they follow up
 Feed back:
The customers can fill the feedback form online where in the customer’s satisfaction is recorded
and Each Staff will be having a unique Service code (mentioned on each of their respective
batches) by which the customers can mention the staff service number in the feedback form

Time spent with customers: It depends on the customer

 They spend almost minimum 15 minutes with a prospect customer

 They spend maximum 30 minutes with customers who make high purchase
 They’ll spend time even with the customers who don’t buy, so that they’ll probably try buying for
the next time

Security:

 By 3rd party Reliance, SLP-security loss prevention team ( 4 for each store )
 Once in a 2 months SLP Team will come and collect the damaged items
 CUSTOMER PROBLEM SOLVING
Customer problems must be solved as early as possible otherwise once a customer is not happy with the
service you have given them then they will never return to your store and will never allow others also to
come to your store and will shift to your competitors which will cause a loss to companies goodwill as well
as their sales will decrease. So try not to give any problem to your customer from your side and solve it in
easy way as possible.

Customer queries: it is handled by Customer Service Department which is present in the store

 Most frequent queries are regarding the usage of product

 Then next comes regarding battery setting
 This problem is usually faced after customer takes toy home and is unable to fix the battery
in the toy or unable to change the batteries for few products ,so they come back to store
and asks regarding it.
 Then comes regarding the missing parts
 If the toy is in good condition but the parts are missing in that particular product they are
fixed and if the product is within the warranty period then some charges are collected from
the customer and then the product will be repaired
 If the parts can not be found then they ask the customer to buy a new product and no cash
back will be given

Exchange policy:

 Only if the customer comes back within 30 days for the exchange will be accepted
 One of the staff will first ask the customer the reason for exchange and after listening to that
carefully they’ll check if the product is in resalable condition and analyze if the customer’s reason
is genuine
 Then they inform the supervisor about the exchange and only then the process will be forwarded
 If parts of the concerned product are missing, they accept for the exchange
 In Hamley’s there is strictly no Refund, the customers will have to buy a new product
 LOYALTY PROGRAM
Loyalty programs encourage shoppers to return to stores where they frequently make purchases. Some of
the incentives may include advanced access to new products, additional discounts or sometimes free
merchandise. Customers typically register their personal information with the company and are given a
unique identifier, such as a numerical ID or membership card, and use that identifier when making a
purchase.

Loyalty:

 The cashier is responsible to ask the customer about the loyalty before cashiering process
 Phone number and E-mail id will be asked to the customers for the membership and once they
register with those details ,the customers will receive message stating that they’ve successfully
joined the loyalty program of Hamley’s
 Membership card will not be given, instead all the details will be recorded in the system
 Redemption can be done at any Hamley’s exclusive store(Big bazaar, Brand factory and Future pay
stores too)
 Acoording to Hamley’s Loyalty Scheme, Rs.100 = 2 Points
 No minimal Purchase will be followed for the redemption

CASE STUDY

A customer purchased a magical board and even though after giving demos and product description
clearly that wet cloth shouldn’t be used on magical board where by the pen will not work on wet board,
the customer yet used a wet cloth on it and then the pen was not working properly, so he came back,
complained that the magical board was of low quality and asked about why the pen is not working.

Then the customer was handled calmly by mentioning the reason of using it incorrectly and was advised
not to use wet cloth and it couldn’t be exchanged as well because of the exchange date was over till then

Mystery audit-

 quarterly(every 3 months)
 A person comes from hamley’s head office suddenly and acts as a customer who checks and marks
accordingly
 Example-10 points for magical words ,10 points for demos, 10 marks for welcoming)
 STORE MAINTENANCE
Store maintenance includes all the activities in managing the parking lot, entry and exit points, display
windows, signages etc.quality of store maintenance affects consumers perception,life span of facilities and
operating costs.store must be maintained in an attractive manner which will drag customers to your store
and feel comfortable to purchase your products

 TRAINING
 Monthly once the training is given to all the staff of the store by the manager of SOUTH-
WEST Chili’s, which takes place at the restaurant itself.
 The training might include telling staff about any new equipments and changes in menu and
also any other information related to the restaurant like its sales, its ratings etc.
 Fire mock drill takes place once in every year

 CLEANING
 The materials for cleaning are brought from ‘ECO LAB’, after every 15 days.
 There are total 4 housekeeping staff. Two of them come in morning shift and first start
cleaning the floor as soon as the store is opened. Scrub is done first and then wet mop and then
dry mop. The flooring is wooden carpet flooring and is cleaned with ‘RegainNF’.The floor
cleaning is again done with same process after closing which is done by other 2 housekeeping
of night shift.
 Then washroom cleaning is done. There is one washroom upstairs for the customer which is
cleaned after every half an hour. There is another washroom downstairs, backside of kitchen
for staff which is cleaned once in the morning. Both the washrooms are cleaned with
‘Harpic’and ‘Phenyl’.
 Then glass door at the entrance is cleaned with ‘All Purpose Cleaner’.
 The deep cleaning is done weekly once that is on Wednesday where sofas are cleaned with
scrub, walls are cleaned with ‘All Purpose Cleaner’, AC pipes are also cleaned and tables and
chairs are cleaned with water. The deep cleaning is done with the help of staff after night 11.
 The water tankers are cleaned by housekeeping staff after every 10 days which are present at
the terrace.
 Pest control is done every week after night cleaning of the store, even in parking area is done
by agency appointed by the restaurant and is done after every one leaves from the store under
the supervision of the Manager.
 The employee’s follows ’20-20’ hand wash policy under which each and every employee after
every 20 minutes must wash their hands with sanitizer named ‘Oasis Quat’.
 For utensils cleaning they use ‘Dishwash Supra’. The utensils are cleaned in a dish wash
machine and then one house keeping wipes it and arranges it. After every wash the utensils are
also cleaned with sanitizer named ‘Kleen’ so that there will be no bacteria’s remained on the
utensils.
 Cash is deposited on every day basis where 2 persons come from HDFC bank at night and collect
the entire money

 The employee bags are safely kept in the lockers in the backend, so that there is no danger of any
loss of valuables of employees
 SECURITY
Store security will provide retailers to reduce their shrinkage level, they can keep an eye on their
employees, and it will also lead to prevention of shoplifting. Maintaining security at the shop floor as well
as ware house and near the cash counters will also help to reduce employee theft and will help the retailer
to prevent losses. Maintaining security will lead to safer workplace.

 SECURITY EQUIPMENTS
 CCTV Cameras:
There are 20 cameras in the store where all the cameras are directly connected to the head office in
Mumbai. The recordings of the camera will be stored for 1 month
 12 in kitchen,
 3 downstairs
 2 upstairs,
 1 in manager’s room,
 1 outside the storage room and
 1 at the parking area.

 Fire Extinguishers:
There are 7 fire extinguishers at the restaurant which have self life of 2 years.
 1 near cylinders which are used for making mocktails
 1 at the storeroom
 2 in service area
 2 in kitchen (downstairs) and
 1 in kitchen (upstairs)

 Smoke detectors
 1 upstairs
 2 in kitchen
 1 on floor

 Alarm(1)

 SECURITY GUARDS
There are 2 security guards near the parking for the customers to help park easily and there is also
an employee at the entrance who opens the door and wishes the customer

 POWER BACKUP DEVICES

There is a small MCB (Miniature Circuit Board) present downstairs and also a big MCB present
upstairs. There is also a common generator which automatically switches on if there is power cut
and is checked every 6 months by maintenance department people. There is also a UPS
(Uninterruptible Power Supply) present near the POS.
  HEALTH AND SAFETY
 Materials are stored in the locker where only Squeezer, Mop and Scrub are available
outside. The locker will be accessed by the supervisor or the manager only.
 Insurance (ESI) is provided for each and every employee of the restaurant.
 There will be health check up for every 6 months including the manager.
 Cooks/Chef wear gloves, head mask and Apron and will be allowed for cooking only after
wearing those
 Every 3 months auditing will be done for kitchen equipments present in the kitchen.
 The garbage is collected every day at night by GHMC workers
 There are 2 drainage pipes present in cook area, where dishes are cleaned and the other 2
drainage pipes at the backside of the restaurant. There were no issues faced regarding the
drainage pipes till now as all the pipes are cleaned by allowing large quantities of water into
the drainage pipes,so that any dirt struck in the middle would be wiped off thoroughly every
night and never food is thrown in the pipes
 The room freshener named as ‘Air Wick’ is sprayed daily once in the morning,so that the
restaurant stays fresh and get rid from stinking
 SAFE auditing will be done twice a year. Through this auditing cleanliness and safety of
restaurant is checked thoroughly
 There is also yearly once auditing done by the head office of Chili’s, US.
 If there is any issue with electricity then there are 2 people present always in the store.

CASE STUDY

A male customer was very drunk one day and reached the liquor limit but still the customer asked for more liquor
which was refused by the service staff and the customer didn’t like that .Since he was unconscious, he started
yelling at the service staff for more liquor and then when service staff informed this to supervisor and manager,
even they couldn’t handle the situation and noticing that the situation is getting worse, they informed this to the
nearest Police Station and they handed over that drunken customer to the Police which was later handled by the
Police
 VISUAL MERCHANDISING

 What is the process of setting up displays?

The procedure for setting up display which comes from the head office located in UK then it is mailed to
the main Head Office which is located in Mumbai and then he forwards the plannogram to the other states.
Moreover the guidance given by the head office is followed nationally and internationally

 What different approaches do you use to display your merchandise?

In Hamley’s all the visuals are displayed in a unique way following many approaches unlike other stores.They use
Wall units (8) to display products in horizontal/vertical way based on the stock present, Nesting table (6) to display
few of the new arrival products of the same category, Demo tables (2) to show the demos of different products in
the store top the customers, cake stand(1) to display the tiny soft toys, Hotspots (5) to display the Hamley’s
Excluisve Products and they maintain maximum shel-size of 8ft-9ft and minimum shelf size of 2ft-3ft

Gondolas hamleys 20 and 1 lego

1)

layout

Ans : the store size is 5500 square feet in which in which 4800 is carpet area and 200 is backend.

There is no window display but products are placed on tables near the entrance.

There are no focal points

There are 4 fascades and 6 walkways

Morning shift cleaning by employees for gandols .

House keeping 2 by central

2 shift fraont facing by employees and places stock if needed

Every week according to vm each section is changed by 2 people for each category and pic are sent via watapp to
headoffice
Even any section has to be changed approval is taken from ho

According to stock size they decide on horizontal or vertical but preferred one is horizontal.

Signages 10

Videos will be played continuosly which will be run by the store

Large products are kept at left and small at right

Products are not kept according to the price or brands

They follow 2 colour coding one is light to dark nd bright in bw the other one dark one light and few no color
codings as well

First hamley toys are displayed

a.hamleys

b. hamleys exclusive

c. hamleys recommends

second reliance toys

third other vendors

22

Only Christmas theme is followed in which they decorate the store with trees and Christmas propps

They foolow the activity called as write a letter to santa where children will be asked to write their wish regarding
product and why they want it and the best 6 will be selected and are given those toys as a gift from the store
through home delivery. This activity takes place at theending of November.

Any employee will be dreesed as a santa on Christmas day

24

Labeling is done during manufacturing itself and no labeling activity tkes place at the store

Sections will be labeled in hamleys

25

Damages will be checked everday.

37
 SUGGESTIONS AND RECOMMENDATIONS

Hamley’s

 Story books would be an added advantage which would increase the overall sales of Hamley’s
 Loyalty cards and loyalty levels whom so ever registered for the Loyalty program
 CCTV’s must be monitored by one person regularly

Chilli’s Restaurant:


STORE MAINTENANCE