ANALYSIS OF STORE

OPERATIONS

RELIANCE FRESH
By:
Students of NIFT, Delhi
RELIANCE FRESH
 Reliance Fresh is the convenience store format which forms part
of the retail business of Reliance Industries of India.
 Headed by Mukesh Ambani.
 The company already has in excess of 560 reliance fresh outlets
across the country.
 These stores sell fresh fruits and vegetables, staples, groceries,
fresh juice bars, dairy products and other FMCG products.
 A typical Reliance Fresh store is approximately 3000-4000
square. feet and caters to a catchment area of 1-2 km.
 Reliance plans to invest in excess of Rs. 25000 crores in the
next 4 years in their retail division.
MERCHANDISE DETAILS
 Product width: Fruits, Vegetables, Juices and
other FMCG Products.
 Product length: Fruits and vegetables both
Indian and imported are available.
 FMCG Product length includes detergents,
hair products, perfumes, cosmetics,
household products etc.
DAILY OPERATIONS OF THE
STORE
1. Store opens by 5:30 am with the help of guard and
the supervisior.
2. Daily indent of fruits, vegetables and milk products
reach by 5:30.
3. Merchandise laid by the customer associates and
makes the store ready for customers by 6:30am.
4. Store manager updates the opening stock.
5. Revises the rate list sent by the head office.
6. Updates the discounts and the promotions on
various product categories.
7. Perishable merchandise are put on discount of
20% after 4 pm.
DAILY OPERATIONS OF THE
STORE
8. The merchandise is checked properly from time to time by the
supervisor.
9. The house keeping people does the cleaning at least 7 times a days
span.
10. Refrigeration and temperature are checked regularly several times
a day by the store manager.
11. In the later half of the day indent of the next day merchandise is
given by the store manager with the help of the supervisor.
12.In the end closing stock is checked and further details of
replenishment is forwarded to the head office by the supervisor.
13.The cash manager checks the balance and compares it with the
sale.
14. The store gets wind up for customers around 10 pm.
15. After all the accounting procedures done the operators shut down
at 11 pm.
STORE OPERATORS
 STORE MANAGER
 VISIUAL MERCHANDISER
 CATEGORY HEADS
 SUPERVISIOR
 CASH MANAGER
 CUSTOMER ASSOCIATES
 HOUSE KEEPER
 GAURDS
STORE MANAGER
 Every reliance fresh has one store manager.
 The store manager is appointed by the HR
department of the Centre Head Reliance Fresh.
 Experience required: At least 4 years in retail.
 Pay packet ranges from 12k-20k.
 The undergo a 15 days training sessions before
they work on the floor.
 His working hours are 11 a.m to 9 p.m
DAILY WORK PROFILE OF STORE
MANAGER IN RELIANCE FRESH
 He is responsible for day to day operations of the store.
 Coordinate with the store supervisors: His work is to give instructions to
the store supervisors.
 Coordinate with the category heads.
 Product management, including ordering, receiving, price changes,
handling damaged products, and returns.
 Full check on the inventory control.
 Convey about different promotion schemes to the supervisors.
 Store performance of the day is reported to by him on daily basis to the
head office.
 To check the closing stock of all the merchandise and give the indent
for the next order accordingly.
 To handle any customer complaints which are not managed by the
supervisors.
 He has to inspect and manage all the sales record daily, monthly and
annually
VISUAL MERCHANDISER
 Every store has a visual merchandiser who
has to set up the merchandise as per the
instructions given by the head office.
 Every store is given a set of standard laying
patterns which are supposed to be strictly
followed.
 His work is basically to set the merchandise
in order to increase the sales of the store.
DAILY WORK PROFILE OF
VISUAL MERCHANDISER
His job is to communicate with store managers to work
out the floor layout and display points, as well as
how and what items are to be displayed. It includes:
 His work includes moving merchandise, shelving
and putting fixtures.
 Proper presentation of the merchandise kept.

 Taking care of the perishable merchandise and

keeping it under proper refrigeration's.
 Proper placements of the promotional schemes and
banners on daily basis.
SUPERVISIOR
 Every Reliance Fresh has two supervisors.
 The supervisor is appointed by the HR department
of the Centre Head Reliance Fresh with the help of
the store manager.
 Exp. required: At least 2 years in customer service.
 Pay packet ranges from 8k-12k.
 The undergo a 20 days training sessions before
they work on the floor.
 His working hours are 8a.m to 11p.m.
DAILY WORK PROFILE OF
SUPERVISIOR
IN RELIANCE FRESH
 Coordinate with the cash manager, customer associates, house
keeping and security guards and give them instructions.
 Keep a check on the stock as well as the expiry dates of the
merchandise.
 Checks about the stock replenishment and sends details to the
head office by using the software called “SAP”.
 Reports to the store manager about day to day activities.
 Takes care of the customer complaints.
 He is given incentives to promote products and are also given
bonus on crossing sales targets.
 To keep fruits and vegetables in right temperature and moisture.
CASH MANAGER
 Every reliance fresh has two cash manager.
 The store manager is appointed by the HR department
of the Centre Head Reliance Fresh with the help of store
manager.
 Exp. required: At least 1.5 years in retail.
 Pay packet ranges from 6k-8k.
 The undergo a 15 days training sessions before they
work on the floor.
 His working hours are 6:30a.m to 11 p.m
WORK PROFILE OF CASH
MANAGER IN RELIANCE FRESH
 All the transactions are managed by him.
 He scans the goods that the consumer wishes to purchase. After
all of the goods have been scanned, the cashier then collects
payment for the goods, make change and handout recipts.
 The place of his operation is known as “Point Of Sale”.
 Software used in Reliance Fresh is called “Retalix”.
 At the end of their shift, he balances the amount of money they
have taken in with the total sales recorded.
 At the end of the day he has to collect the cash and get it
deposited with Company’s account in ICICI Bank.
CUSTOMER ASSOCIATES
 Every reliance fresh has 11 customer
associates.
 The store manager the customer associates.
 Exp. required:0-6 months.
 Pay packet ranges from 4.5k-5.5k.
 His working hours are 6:30a.m to 11 p.m
DAILY WORK PROFILE
CUSTOMER ASSOCIATES IN
RELIANCE FRESH
 To set all the fresh merchandise in the store early
morning.
 To put the rate list and price tags on merchandise.
 To help the customers during their purchase.
 Inform about the usage of the product and suggest
various other alternatives for his need satisfaction.
 To inform customers about various promotional
schemes and discounts at the store.
 To check the refrigeration, temperature at which
perishable merchandise is kept.
DAILY WORK PROFILE OF
HOUSE KEEPING
 The house keeping people has the
responsibility of the cleanliness and hygiene
of the store.
 Every Reliance Fresh Store has at least two
house keepers.
 Cleaning is done 7 times a day.
 A regular check on their attendance is kept
by the supervisor.
DAILY WORK PROFILE OF
SECURITY GUARD
 Every Reliance Fresh Store has two security
guards working in two shifts of morning and
evening.
 He comes in the morning to help supervisor
to open the shop and lock it in the morning.
 He helps to prevent any kind if theft.
 He checks the bill of the product purchased.
 His pay scale in Reliance Fresh is Rs.3000
pm.
DAILY WORK PROFILE OF
CATEGORY HEADS
 Reliance Fresh has different categories of product
hence every categories has a product head.
 There are basically two categories Fruits Vegetables
and FMCG Products.
 He helps to lay various promotion schemes and
discounts with the help of the head office.
 To inform the store manager about the performance
of various products in the store which come under
his product categories.
REFRENCES
 Ajeet Sharma: Store Keeper, Reliance Fresh.
 Shailender Pandey: Supervisor, Reliance
Fresh.
 Location: Reliance Fresh.