Super/Hyper- Market Category Specialist Apparel Retailer

F21002- ADITYA R CHUGH

F21048- RISHABH SINGH GANGOLA
Team 2 F21088- JOSEPH JOHN MATTAM
F21125- AJEET INFANTRAJ
F21181- HENNEQUIN LAURE
 RETAIL STRATEGY OF THE STORE

Products are sold at discount,

almost never at MRP. Reel in customers & retaining

them by creating a delight
Gives its customers a

Everyday special offers are

factor using their products,
wholesome experience in their

given to attract the crowd. Instore customer purchase

stores by appealing to their

experience and customer
emotional and social values.
Promotes private self-labelled
loyalty programs.
products in each category.
 NO OF CATEGORIES AND SKU'S

Around 9000 SKUs 110 SKUs across 20 Categories 110 SKUs across 20 Categories
 MANAGING STORE WALK-INS

Company’s trained sales

Assistance is given to Company’s trained sales
personnel welcome
walk-ins who are new and personnel welcomes the client
accompany the customer and
isn’t aware of the layout and guides the client to the
takes them through their
and offers location of the product.
entire purchase experience.
 TYPE OF NEED THE RETAILER SATISFIES

One-stop shopping
experience by offering fresh A complete fashion
produce, bakery, dairy accessories store that is most
One stop location for herbal
products, home and accessible and affordable line
and natural products that
personal care products, within the Armani family.
enhances beauty and health
general merchandise, Customers get to experience
making it a complete the luxury brand affordably.
shopping destination.
 PRESENCE OF CATEGORY CAPTAIN IN STORE

No there is no Category
Skins care products Formal wear
Captain.
 DOES THE STORE FOLLOW ANY ASSORTMENT PLAN

Yes, every Forest Essential

Yes, they arrange their
No there is no Category plan follows the same
apparels in terms of the
Captain. assortment plan. They arrange
collections they have.
the products in terms of the
flavours.
 DOES THE STORE UPSELL, CROSS SELL AND DOWNSELL?
The sales personnel and the
billing personnel upsells
and cross sells products on
offer and samples at the
counter. Sales Personnel
also does downselling by
giving alternate products in
case the customer is not
satisfied
Suppose the customer comes
When the customer comes of
in for a pair of trousers, the
a particular product say skin
sales staff introduces the new
care, they cross sell another
collection available in the
product maybe of similar
store. This leads to cross sell
scent or flavour in haircare.
opportunities.
 HOW DOES STORE DESIGN IMPACT VARIOUS

PERFORMANCE PARAMETERS OF THE STORE

1 Separate Entrance
1 Seperate Exit.
Open on two sides with no
All products that are Entire store design is done
doors this allows for better
frequently bought products with mirrors and glass, this
visibility of products to
by customer are placed allows for better stock visibility
customers and the depth of
almost at the rear end of and the mirrors all around the
the shop is shallow allowing
the store except for the store helps in bringing other
customers to see the last rack
products that are on products to the customer
in the store just by standing
schemes are placed near attention.
outside.
the billing counter and
entrance to attract footfall.
 TYPE OF STORE FIXTURES

Two types of fixtures Being a part of the reliance

Follows same fixture

brand, they follow the same
standard across the
Old classic model fixtures across the country,
country.
New modern model except for exclusive
standalone stores.
 BILLING PROCESS

Centralized ERP. Company’s own ERP system Centralised ERP

 TYPES OF PROMOTIONS
Holistic advertisement
which promotes the brand
and creates awareness
among people.

Other type of promotion is

the particular store oriented
promotion which includes The Promotional Codes of
Wide range of Forest
speaking on the Armani Online Store give you
Essentials Coupon on
loudspeaker in nearby access to exclusive offers
purchases
blocks

Loyalty schemes which

reward regular clients

 STORE MOTIVATE TO SEARCH FOR INFO

Store gathers customer Announcement of the new

data through its loyalty products and bestselling Announcement of new
program and sends texts products on their social media collection on their social
regarding offers and handles as well as through media handles
schemes regularly WhatsApp and SMS.
 HOW THE STOCK CALCULATE STOCKS AND REDUCE
SHRINKAGE

Physically counting the Stock is maintained and Stock is physically check when
stock and determining its tracked using the ERP system. the shop opens and closes.
value, and then subtracting No loss of good is yet to occur. The stock is maintained using
the value of the stock from
the ERP system.
the inventory cost listed in Sales personnel are always on

the accounting records the floor with the customers. No instance of theft has
occurred yet.
 RECRUITMENT AND TRAINING OF MANPOWER

Hire the candidates and

then provide Training.

Hire only through referrals.

Give feedback Hires through LinkedIn and

training is on the job, no
Focuses on seasoned sales
Build & maintain a separate training given.
personnel within the same
relationship.
mall.

Keeping them where you

want them
 INVENTORY MANAGEMENT

ERP based inventory

management system.
Once the no of products on Stock is physically check when
shelf reduces below certain ERP system is used to track the shop opens and closes.
level, the ERP indicates the and maintain inventory The stock is maintained using
team to restock the shelves the ERP system.
and sebsequent stock is
ordered through the ERP.
 KEY PERFOMANCE INDICATORS

Customer Retention

Customer Retention Customer Retention
Average transaction value

Avg Transaction Value Avg Transaction Value

Inventory Turnover
THANK YOU