PROJECT REPORT ON “Retail Store Operation gap Analysis

SPECIALISATION: MARKETING

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ACKNOWLEDGMENT

I would like to sincerely thank Prof. for giving me an opportunity to work on the project “Retail Store Operation gap Analysis”

I am greatly indebted to her for her persistent guidance and for providing me with the required information. What particularly helped me in this project was her expertise and live experiences which she quoted to me on several occasions. The motivation and immense knowledge provided by her was a constant means of support. This project helped me understand the nuances of retail store operation. It further helped me understand operations in retail apparel space and analyze the gaps at operational level.

Last but not the least I would also like to operation manager and Staff of Wills lifestyle for providing me a glimpse of regular store operations through the project.

EXECUTIVE SUMMARY

The reason behind choosing this topic is organized Retail industry, while exhibiting strong potential, needs a markedly different approach in order to succeed compared to the known unorganized sector. Also there’s a substantial clutter of brands especially in the Retail apparel space. The market for apparel is growing and evolving. With FDI opening up there is a huge threat not only to unorganized sector but also organized Indian apparel brands. The best way to tackle this issue is Customer Retention and timely introducing innovation to cater to ever changing needs of Indian Consumers. Exceptional Customer Service and top of mind recall is the way to capture and retain customers. Stores are the face of the brands and it’s extremely important that at the customer interface no room for error is left. Understanding store operation and ironing out the gaps at the operational level will open up new commercial avenues in this competitive arena. The project contains detailed insights and analysis documenting the store operation of Wills Lifestyle store, In-depth and comprehensive data covering the systematic working of the store. Lastly, the report captures the level of synergy and details regarding wills lifestyle offerings to its customers and the gaps between customer needs and stores offerings. I have given my opinions and recommendations with the on board analysis and information provided on the back door working of Wills lifestyle.

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.......................16 The Collection.............................................10 Rentals............................................................................................................. 11 Local retailers..............19 Range (Basic to High end Designer).......................14 Steps to follow by retailers in ensuring good sales ................................................................................................12 Areas of Store operation.........................................................................................................................................Table of Contents Table of Contents.................7 Category-wise..............................................................21 Nature of shoppers towards garments....................................................................11 Franchised versus company owned.......................................................................................................23 4|Page ....................................................................................................................................................9 Big and small..........................22 Visual Merchandise (silent seller)........................................................................................11 Store Management.......................................................................................5 Fashion Retailing In Malls.............................................................................................................................................................................18 Luxuria collection...............4 Introduction...............................................................15 Lifestyle Retailing.......................................................................... 8 Format-wise.......................................................................................................................................................................................................................................9 Gender-wise.....................................22 Apparel Handling Policy.......................................................

.....................................................................................................................23 Government documents..........................................................................................................................Footfalls.................................... 24 Stock Statement Report..........23 Targets..................................................................................30 Competitors of Wills Lifestyle........................................................................................................................................ Retailing involves a direct interface with the customer and the coordination of business activities from end to end.....................................................................................................................................29 Sale Season (January and July)................................... It can also be defined as the timely delivery of goods and services demanded by consumers at prices that are competitive and affordable.......... 29 Sale..24 Retail store front (RSF).....24 Promotions....................................................................................................................................... 23 Parameters..............................................................................................................................................26 Customer relationship...................................... 25 Club Wills -Loyalty cards ........................................................................... 33 Introduction Retailing can be defined as the buying and selling of goods and services................32 Bibliography.31 Gaps and Recommendation............................................................................................................................................................................. to its delivery and post-delivery service to the customer................................................... The industry 5|Page ..................................................................................................................... 30 Parameters for measuring revenue.............23 Logistics..right from the concept or design stage of a product or offering...29 Shrinkage..................................................................................

nuclear families in urban areas. However.has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today. Retail in India is at the crossroads. the future is promising. Indian retailing industry is characterized by certain attributes. Modern retail has entered India as seen in sprawling shopping centers. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. That said. along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector. The Indian retailing sector is at an inflexion point where the growth of organized retail and growth in the consumption by Indians is going to adopt a higher growth trajectory. the market is growing. ushering in a revolution in shopping. entertainment and food all under one roof. accounting for over 10 percent of the country is GDP and around eight percent of employment. the heavy initial investments required make break even hard to achieve and many players have not tasted success to date. Big in size and turnover. The Indian population is witnessing a significant change in its demographics. government policies are becoming more favorable and emerging technologies are facilitating operations Retailing in India is gradually inching its way to becoming the next boom industry. The network of retailers reaches every nook and corner of the country. A large young working population with median age of 24 years. So any product produced anywhere in the country can 6|Page . The whole concept of shopping has altered in terms of format and consumer buying behavior. Retail is India is largest industry. multi-storeyed malls and huge complexes offer shopping.

big. thereby contributing in a huge way to the employment concerns of the country. The purchasing power flows in from the growing industry and services sectors which contribute in a major way to the growth of this culture. compete and crave for the consumer’s attention. And the consumers so happily ‘love it’ and are left asking for more. prosperous India Fashion Retailing In Malls In the rapidly burgeoning retail space of malls. the dazzling display of jewelry store windows and the plush interiors of a footwear store are the adornments that 7|Page . The upcoming malls are nothing but a sign of a new. Also. Malls are best known to be battlegrounds where the brands. Thus the spatial convenience of Indian retailers is very high. not to forget that the malls create ample job opportunities-directly and indirectly. in India the retailing industry is an unorganized lot consisting of. there are two main categories that take up the major chunk. one is food retail and the other is fashion retail. the known. The glitz and glamour of an apparel store. And the virtual omnipresence of the Indian retailer can be attributed to these small entrepreneurs only. the not-so-well-known and the fighting-for-their space ones.be easily accessed by the buyers from any location. in most of the cases. small entrepreneurs. small. medium. Secondly.

jewelry.are must-haves for every popular mall. etc. The percentage allotment 8|Page . others follow some tried and tested formulas. Some mall developers make the mistake of accepting everyone who shows interest in hiring the retail space irrespective of whether or not the product of that retail goes with the target market. They are must-haves because retail mix is a very important aspect of any mall. apparel. are allotted space after conducting a detailed study on the catchment area. innerwear. Consumer profiling is done within a 3 km radius of the upcoming mall. The fashion zone is further bifurcated on the basis of product category. It is purely research based and very specific. CATEGORY-WISE Zoning a mall on the basis of category is also a trend that’s fast catching up with real estate developers. While some developers exclusively rely on specific researched data for the segmentation that they want in their malls. For a mall to do well. The success of a mall largely depends on this. Categories in fashion like footwear. developers need to choose what the target market is and go after it.

GENDER-WISE 9|Page . The reason behind this is that the ground floor has the highest rentals and highest footfalls. As the fashion retail is all about the local customers’ preferences so the space allotment as per the value formats. and luxury formats.*Susil S Dungerwal. Beyondsquarefeet Advisory FORMAT-WISE Mall positioning.It is observed that some mall developers follow the international practices. Chief Mall Mechanic. wherein the ground floor is allotted to luxury and international brands. if a mall does not target elite customers there would be fewer or no luxury brands. However. needs to be in synch with the type of people visiting it. lifestyle.

ft. ft..Generally the first floor is allotted to women’s and kidswear brands. Vanilla retailers cluster around the anchor and feed off the shopping traffic it generates. womenswear and kidswear brands? Looking at the fashion retail space with a bird’s eye view. it is women’s fashion and women’s wear that dominate the overall ratio of this category distribution. On this floor. ft and edit SKU's for best optimization of retail space. ft. *Susil S Dungerwal. Vanilla stores are spread across an area of 800 – 1500 sq. Vanilla stores forms 500 SBA for accessories to 5000 and big box could go to any many sq fts as possible but looking at current SKU build up in India one should stay within 50000 to 75000 sq. Chief Mall Mechanic. mini anchor/category pillar stores occupy 5000 – 10000 sq. in general. but sales are hit by up to 30 per cent. Beyondsquarefeet Advisory BIG AND SMALL The success of this mall is accredited to its perfect zoning and superior tenant mix vis-à-vis other malls in the city. 10 | P a g e . How about the menswear stores? How do developers segregate the allotment based on menswear. The anchor tenant is the largest occupier in a mall in terms of square feet. The space allotment based on the size of stores is divided into vanilla stores and big-box stores. the rentals are lower than that for the ground floor. and big box stores cover 20000 sq.

There are two types of consumers visiting a mall. It is usually a mix of both with franchised outlets having 20-22 per cent occupancy as against company owned outlets having 78-80 per cent occupancy. FRANCHISED VERSUS COMPANY OWNED Malls seem to prefer more of company owned outlets. It also facilitates the smooth movement of shoppers within the mall. for a similar space LOCAL RETAILERS Not everyone visiting a mall intends to shop. avoiding clusters and bottlenecks. Some malls also get into a tri-party agreement where the company finalizes the details of the retail space booked and then hands it over to the franchisee. Tier II and out of town locations have rentals of Rs. or when there is a food court or a movie hall on a specific floor.60-100 per sq. when there is a parking lot on every floor. Impulse buyers enjoy window shopping. but it is mainly the footfalls that determine how high the rentals may climb. Though there is little that retailers can do to attract focused buyers. ft. ft. This pattern changes.400 – 600/sq. The time spent by focused buyers in malls is relatively small while impulse buyers hang-out for a long time. Usually in metro cities it is around Rs. But impulse buyers can be lured by including retailers and products they are regular with and fond of. 11 | P a g e . 20 per cent less than ground floor for first floor and 20 per cent less than first floor for second floor and so on. Then each floor becomes a ground floor. for ground floor. Having the right tenant mix and zoning help attract and retain shoppers by offering them multiple choices and satisfying multiple needs. One type is focused-buyer and another is impulse-buyer.RENTALS The store rental in malls varies from place to place and city to city. compared to franchised ones. It results in influencing shoppers’ mall preference and frequency of visits.

it is important to adhere to state government guidelines that outline certain requirements. Hence. burglary etc. in keeping with the image of the product he is buying. Below are some areas of concern for a watertight functioning of a store. SAFETY Creating and maintaining a safe environment for workers and consumers is a primary concern of a retail store operation. To take care of personal injury. These safety cover by the employers will instill a confidence in associates as they will work fearlessly and in case there is a catastrophe in the shop during sale time. evaluation of store operations from time to time becomes vital to ensure not only the above but also to improve revenue. So. Along with the product purchased. Managing all aspects of the operations of a retail store is must to ensure maximum sales and high profit. Following proper procedures. such as material safety data sheets. he is the king. customer loyalty and individual productivity. And since. he needs to be treated in a special manner. profitability. awareness of hazards and maintenance are some of the key ingredients for achieving this.Store Management Managing a retail store is a difficult as finding an appropriate job. medical equipment needs to be kept along with safety equipment’s in case there is a mishap like fire. updated and proper in matching. OFFICE BUSINESS APPLICATIONS changing market conditions require agility in business 12 | P a g e . Also. a customer takes with him the memory of customer service given at that particular store and keeps it on top of his mind recall along with the purchased product’s worth. retail store operations need to be quick. proper storage of chemicals and related regulations for workplace safety.

applications. Diwali. employee insurance. Service orientation answers the dispute by centering on XML and Web services standards that transfigure how developers create systems and integrate them over distributed networks. since training entails lot of expenditure. item-out-of-stock. promotional item sales data transfer and supply chain etc will ensure a proper flow of value supply chain. The technology which is useful in giving stock of item not found. The retailer’s office must know the trends of promotions. An agreement would work fine and so will employee plans and schemes. MANAGING ATTRITION Attrition is another area of concern so check that there is less attrition by ensuring facilities to employees and better pay check. SIGNAGES AND PROMOTIONAL MATERIALS It is also important that signage’s and promotional methods are updated from time to time in keeping with the evolving trend. Holi. Also. it is also imperative that one knows how the particular promotions have fared by taking feedbacks and assessing the sale during that time. item recall. 13 | P a g e . STORE OPERATIONS MANAGEMENT This also includes other things like ensuring that the shop fitting and designs are in keeping with the modern trend and updated as per the drifts. leaves and a congenial environment. PROMOTION WORKS Retails today do lot of promotion works for increasing footfalls and give the feeling of belonging to the customers. Alongside. it is better to employ for a longer period. DISCOUNTS AND SALES Also check the upshot of sales and applied discounts to know their efficiencies. Christmas and other festivals are right time to have these events.

analyze the business and recognize the area of opportunity for an overall analysis of the performance. Areas of Store operation Factors Communications Fixtures and furniture Merchandise Staff/Employees Customers Finance Visitors POPE Shrinkage (without knowledge) Examples Blueprint Assets Accessories/stock Attrition/hiring Purchase Funds HO/ Inspection Posters/Promotional products Shop soil/Theft Movement In/Out In/Out In/Out In/Out In/Out In/Out In/Out In/Out In/Out 14 | P a g e .CUSTOMER IS THE KING Customer feedback is very important to determine the level of customer service.

Men can find the required spots as they don’t get distracted easily by the glam sham of the displays whereas a woman may be required to be hand held and led to the spot. * If the shoppers were not able to offer tangible advice on how the experience could have been bettered or improved.   15 | P a g e . and he appreciated the VM which was proper and not over flooded. a retailer must ensure that his inventory is in place to avoid irritancy his operations are smooth. * If the shoppers were just that…a shopper.LIST OF EVALUATION OF CUSTOMER SERVICES: * If the shoppers were not properly informed of or did not clearly understand what to look for. Communication is vital to win women shopper so a retailer or a sales associate must understand what the shopper is looking for exactly and take her to there. STEPS TO FOLLOW BY RETAILERS IN ENSURING GOOD SALES  Basically. bill counter. * If the shoppers lacked retail management experience and he was assisted and shown the correct departments. not persons who were necessarily capable of providing meaningful feedback on the execution of your particular service standards and who is not completely aware of the impact their comments may have.

5. 40%. 2. a retailer must keep this in mind when engaging with them. offers a tempting choice: Wills Classic work wear Wills Sport relaxed wear Wills Club life evening wear Fashion Accessories 1.Premium Apparel store  60% .500-Rs.in house. So. Another point to be considered is whether it is a luxury item or essential since different categories need different communications. while engagement is still important. sales associates must be trained to recognize and react to shopper’s cues. the fashion destination. 4.  John Players (Rs.designer Wills Lifestyle.600)  Wills Lifestyle (Premium) Wills Lifestyle.  Lifestyle Retailing ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores. For men. 3. it's not as important as the product and getting in and out quickly. Women are more apt to be angered by a lack of engagement behavior from the sales associates. 16 | P a g e .

7.a range of premium shampoos and shower gels. steel and granite.an exclusive range of fine fragrances and bath & body care products and Fiama Di Wills . designed by the leading designers of the country. With its brands. Essenza Di Wills .Fashion Forward' in 2009. At Wills Lifestyle. thereby creating a splendid backdrop for the premium offerings. customer facilitation and clearly differentiated product presentation. With a distinctive presence across segments at the premium end. Wills Lifestyle was named Super brand 2009 by the Super brands Council of India recently. which is reflected even in the spacious changing rooms. as well as 'Most Admired Fashion Brand of the year . Every store offers an international retailing ambience with the extensive use of glass. ITC is committed to build a dominant presence in the apparel market through a robust portfolio of offerings. Wills Lifestyle has been established as a chain of exclusive specialty stores providing the Indian consumer a truly 'International Shopping Experience' through world-class ambience. reflecting the most contemporary trends in store design. Wills Lifestyle has been twice declared 'The Most Admired Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001 & 2003.6. 17 | P a g e . customers can browse at leisure. and shop in a relaxed and pleasing atmosphere. Our stores have established themselves as preferred shopping destinations in the prime shopping districts across the country. The use of space is refreshing. Wills Lifestyle has also introduced Wills Signature designer wear. ITC has also established John Players as a brand that offers a complete fashion wardrobe to the male youth of today.

such as Tartan and Glenn checks all pay homage to rich British cultural heritage.Wills Lifestyle India Fashion Week. Design elements inspired by the English heritage. Satya Paul. 18 | P a g e . infused the sporty look. Taking the celebration of the event to its stores. Namrata Joshipura. A dazzling gamut of colors. The Collection WILLS SPORT AUTUMN WINTER LINE for men plays to the city rancher and the highlander look. Rohit Gandhi and Rahul Khanna and Rajesh Pratap Singh whose new edition of Designer wear is now available at Wills Lifestyle stores. this is the most experimental range catering to men this season.Wills Lifestyle is the title partner of the country’s most premier fashion event . A unique blend of checks. A dedicated collection in denims in stylish mix palette comprising of forest greens twilight blues and browns with an array of checks round up the sports collection. Wills Lifestyle has partnered with several leading designers including JJ Valaya. Rohit Bal. with palette ranging from black & blues. and blend of fabrics define the current collection. Bian by Gia P Fleming. Ranna Gill.

medieval blue. this collection also features a lot of jackets in slim fits. this range offers an array of colors from maroon. Rugby style sweaters in rustic mélange. Fabrics are more structured like cotton fabrics with patterns such as checks. cappuccino. The look Trims such as lace. tights and leggings. The collection incorporates jackets. V necks and 19 | P a g e . Vibrant colors such as teal. LUXURIA COLLECTION Incorporating the international runway trends such as the slim collars. woolen tops & dresses slim fit denims.Polo. red colors accentuates the outdoor look. blues. crochet lend a softer touch to the garments but structures and elements such as chunky knits. Checks are the main highlights of the story. WILLS CLASSIC COLLECTION FOR MEN pays homage to the grandeur of the season with rich fabrics such as Marino wool. Inspired partly by the countryside look. WILLS SPORT WOMEN’S COLLECTION blends Casual Street. purple and black coupled with feather prints add to the character of the garments. deep purple. premium Egyptian cotton and Beaver Mélange amongst others. peacock green and teal. coffee. In deep shades to suit the sobriety of the season. cables and ruffles give the collection a slightly rugged dimension. and heritage design elements together into a country rock mood.

only the finest Italian fabrics have been used with mother of pearl buttons and German threads. Rs. The Wills Classic collection for women includes soft romantic pastel hues of pinks and whites. olive. Exclusively designed for those who live to experience luxury. With unparalleled comfort. Some of the fabrics used have metallic look and sheen to add glamour to the collection.2000 WILLS CLUBLIFE for men is a more alluring and exciting range. Wills Classic range also consists of newer style elements with feminine and elegant tops. Thematically inspired by London architecture.chiseled cuffs. Wills Lifestyle brings out the best that their customers truly deserve! With unique blends of checks and interesting weave structures this collection goes beyond the traditional. it procures a softer look with less rigid construction. the contemporary offing from the arsenal favors a minimalistic sleek look with the Luxuria collection. The color stories range from burgundy. With different versions of checks and stripes in shirts. Reversible fabrics have been used this season for shirts to add a unique style to each garment. purple and grey’s with a touch of shine. this collection features garments with the most meticulous craftsmanship marrying some of the most exquisite design detailing with the finest of fabrics and trims. the look is chic. To satisfy the eye for detailing. Comprising of fabrics such as cotton and linen blends. and edgy. Superior high count fabrics have been used along with weaves such as dobby and jacquard. 20 | P a g e . 70% Egyptian cotton-classic compact cotton (140 yarn count) MRP.

1099. Prints comprise of resplendent floral motifs. Lowers comprise of denims.2000.Rs. dark and slim fitted capris and cord slim end trousers.Rs. Color palette includes deep shades in blacks and browns. The romance of frills layered into structures and satins following it into contours determine the premise of this season’s Club life collection. bags.11000  Women – Rs. ready to present gift pack with an exquisitely designed Gift Certificate that can be redeemed against a range of apparel. Construction remains soft keeping in with the theme.Rs.1399. Wills Lifestyle presents ''Occasions'' . cotton and viscose blends along with satin.a beautiful.starts from Rs.WILLS CLUB LIFE WOMEN collection is a nostalgic collection reverberating to a more delicate and layered look.1700 range  Men. scarves.12000  A Dobby shirt for men.2500  Club evening wear shirts.2000  Denim. accessories and personal care products Range (Basic to High end Designer)  60%.Rs. belts. Accessories such as ties.Rs.2000 21 | P a g e .Rs. Silhouettes are more drapery and flowing with the use of fabrics used are chiffon. stoles.Rs. shoes will accentuate this Autumn-Winter collection.

then within 1 month the garment is exchanged.Nature of shoppers towards garments  Linens respond well/ stack more linen shirts  Linens need to be dry cleaned (once the bill generates then they inform about the dry cleaning)  Signature collection at cheaper range than exclusive store  In Gujarat. Complaints by customer received – approximately once or twice per month 22 | P a g e . Conventionally. If the customer has a complain post 1 month than the garment is sent to the lab at Gurgaon for testing.more party wear sells/ formals and corporate clothes no sale The top selling collection depends on the season. The duration of this entire process and the test results to come out is about 25 days. The test result determines the nature of spoilage and the decision is taken by Head office. Nature of Sale of garment Males60% Females40% Classic 42% Sports Club 18% Signature 6% 34% Apparel Handling Policy The clothes have 6 months guarantee period. If the customer complains of the quality of the garment like post washing the color fading or the cloth wear off.

The store is comparatively newer.VM agency (Germany)  Initially stock was in stack.key performance indicators  Business is measured as per no.VISUAL MERCHANDISE (SILENT SELLER) Color of season / themes – VM head sends VM from HO. PARAMETERS  Freedman policy/ KPI. of footfalls and selling of merchandise GOVERNMENT DOCUMENTS 1) Store license 2) R. At Koregaon Park store the footfall on weekday is 2025 and weekend is 70-80. They are allotted depending upon the performance of a store. Now most of them are hanging (FRCH)  FOOTFALLS Footfalls at Phoenix branch is 100 on weekdays and 300 on weekends. Koregaon park store has not received breakeven but is meeting targets timely. 23 | P a g e . TARGETS Targets are allotted to every store on 6 weekly basis.C 3) Staff attendance register These are the documents checked during inspection and maintained regularly by the staff.  Instruction of VM.

Stock inward is the number of units coming in the store. amount of garment. Closing stock is the total number of units in the store at the end of the day.billing RSS  1 shirt reorder value is updated in moovex and it gets reordered.e. Sale is the units sold.Customer associate enters the details of the customer or the garment code.Mandoli (Delhi) and bangalore  Keep tab by Moovex updating the stock  Retail store server. RETAIL STORE FRONT (RSF) Quick Entry Detail Entry When customer buys a garment.Logistics  Warehouse. no. Return is the number of units returned. . Customer ID.Air order • 1 day before mail is sent to warehouse for the order and 2nd day morning stock gets packed to be sent STOCK STATEMENT REPORT OPENIN G STOCK STOCK INWAR D SALE RETUR N OUTWAR D GETPAS S CLOSIN G STOCK BOOK STOCK VARIANC E NET VARIANC E DATE 4 JUNE 2012 2826 0 32 1 0 0 2795 2779 -16 136 Opening stock is the number of units of merchandise stock in the store. name and tel. Outward is number of units sent to warehouse for exchange or out of season stock. Automatic updating system  Delivery order • Delivery order (DOM) • 3 days to order generation. This also includes Item no. Thus CA’s targets are noted with customer details 24 | P a g e . the details of customer i.

Advance Order Advance Invoicing Advance Cancellation Sale return Item Search Exchanges/ Options1) Sellable 2) Discard / Defective 3) CMP Repair To check if available with any other store or warehouse.buy wills signature Men jacket and take home Men shirts up to Rs. or garment code Sale done for the day Stock at the end of the day Customer Search Xout Day End stock Promotions  Current promotions. They have 2 warehouses. One in Mandoli and other in Bangalore Customer details can be searched by keying tel no.2000 for free  Tie ups with restaurants/ malls (MM vouchers) 25 | P a g e .

each with its own bouquet of privileges and added benefits. No promotion off late. Club Wills -Loyalty cards Club Wills. takes our relationship with our valued customers beyond fine fashion to the realm of fine living. The eligibility is based on purchases made till date. Had tie-up with Titan. CLUB WILLS OFFERS ITS MEMBERS: Reward points on every purchase at Wills Lifestyle that can be redeemed against exciting lifestyle reward options • Personalized card that allows earning and redeeming of points • Host of lifestyle privileges from Wills Lifestyle and its premium partners • Exclusive in-store service privileges for a shopping experience that's refreshingly international • MEMBERSHIP ELIGIBILITY Club Wills membership is offered at four levels. the lifestyle privileges Programme of Wills Lifestyle. PRIVILEGE Entry to Club Wills on a one time purchase of Rs.5000 or your second purchase at the store  26 | P a g e .

100 spent Silver   On an accumulated spend of Rs. 40. Members earn 2 reward points for every Rs.000 at Wills Lifestyle  Members earn 7 reward points on every Rs.00.100 spent Gold   On an accumulated spend of Rs. Shopping Benefits .000 at Wills Lifestyle Members earn 2 reward points for every Rs.000 at Wills Lifestyle Members earn 5 reward points on every Rs. Customers earn points on every spend at Wills Lifestyle.Shopping has never been so rewarding. 100 spent Platinum  On an accumulated spend of Rs. 100 spent MEMBERSHIP REWARDS Club Wills offers membership across 4 tiers.Club Wills members can redeem their points against a host of lifestyle reward options  27 | P a g e . Redeem Reward Points .10. each with its own bouquet of privileges and added benefits. 1.

 Shopping By Appointment – customer can Save time through personalized assistance  Complementary Monogramming Service –They can personalize shirt with embroidered initials  Priority Garment Availability .If he doesn’t find a particular garment. Complimentary WelcomAward Gold Membership • Exclusive Offer on ITC-Welcomgroup Dining Programme • Complimentary Room Upgrades at ITC-Welcomgroup Hotels • 28 | P a g e .anywhere in India LIFESTYLE BENEFITS Club Wills brings to a bouquet of lifestyle benefits exclusively designed to complement customers taste for fine living.Fine fashions wear from Wills Lifestyle Premium personal care and grooming products from Essenza Di Wills and Fiama Di Wills  Luxurious stay at ITC-Welcomgroup Hotels Fine Dining at ITC-Welcomgroup Hotels Gourmet delicacies from Kitchens of India Travel needs at International Travel House   Earn Bonus Points –Customers can Celebrate birthday and anniversary with us and accelerate your earning with bonus points. Club Wills makes your experience even more enjoyable with personalized services. PERSONALIZED SERVICES Wills Lifestyle offers a truly refreshing shopping experience. the customer just has to leave a request with the store manager  Doorstep Delivery .

Codes like season 1.Exclusive offer from Fortune Hotels and WelcomHeritage Hotels • Enjoy hospitality at ITC Port Lounge at the International and Domestic airports in New Delhi • Special offers on car rentals from International Travel House • Receive special invites to fashion and lifestyle events from time to time • Customer relationship  Customer helpline number is available online.depends on inventory (6 weeks.1 month) Decided by HO. (Thane branch) Sale Season (January and July) Sale. The reason for the sale is for the clearance of last season’s stock for the new season garments. Thus the age of the merchandised could be determined     Shrinkage 29 | P a g e .old and season 22.recent is provided to the garments.40%-60% (end of season) 1st sale. Customer service provides customers with timely updates and offers during special occasion or promotional activity  Sales staff in the store also calls the customer on HO’s permission and provides them updates on offers and promotion. Normally the stock is rotated in every sale depending on the inventory Age of merchandise is decided as per the codes.Jan last week / July 1st week Duration of sale.

No checking of bags/ RFID stopped due to rising cost Shoplifting. 40% is deducted from operation managers and 60% from customer associate’s and staffs salary depending on the spoilage.This includes staff handling the garment roughly and also the theft Pilferage of Wills lifestyle Koregaon Park Branch is 1%.There are 2 types of Shrinkages 1) Shrinkage due to defects in garment when received from the Warehouse 2) Shrinkage due to ill handling by the staff. 1% pilferage is allowed as per the company’s policy and the shrinkage caused due to ill handling of the garment by the staff is dealt with in following manner.management is alert regarding the same as salary is deducted and management is responsible to avoid it  Customer associate does billing of each customer. Fixed and variable cost Average sale Rent Expenses Profit Parameters for measuring revenue 30 | P a g e . Thus sales converted and targets met   Sale Koregaon Park 10 Lakh/month 2 lakh /month *4 lakh/ month 6 lakh/month *inclusive of rent.

Cross pitch thus basket size increases o 2.1000 o AGR.22% o Wills Colaba conversion.50% conversion.4 parameters for measuring revenues  Conversions o 2 walk ins.000 o Bill.1.20 invoices o ATV. of products customer buys. 1 buy.40%  Basket size o No.Store revenue/bill o Daily updates are sent to HO to note footfalls mapping and basket size o ATV calculates how many garments and at what price points o Avg TV. Individual conversions measured o Wills Koregaon park plaza conversion.5000 for 5 items o AGR wills lifestyle 1800-1900  ATV (average ticket value) o Basket size*Agr o Store.4000 o Average ticket value= Sales/Invoice Competitors of Wills Lifestyle  Zodiac 31 | P a g e . 00.12.Basket size KPI o The stores meet the average Basket size  Average Garments o AGR.

Women prefer competitors over Wills. recognized the brand as Indian and well-known brand. A request for cameras is sent to HO by the staff .  Van Heusen. Luxuria is private label meant for Men. Women constitute maximum proportion of shoppers thus the brand can introduce more variety for women. customer associate could have directed the customer to fresh stock  Customers associated the brand as premium. appreciated the quality but found the clothes expensive. They complain about the lack of variety. 70% of merchandise available catered to men in the store. The brand has given more emphasis on Men clothing than women. They can introduce one targeted to women. Chances of theft or ill handling are high.   Luxuria private label can also be stacked at shoppers stop or lifestyle to increase sale of the brand. Sales are perfect opportunity to introduce the customer and pitch in especially the fresh stock  Most customers felt the stock was not fresh. They mention they would prefer a Zodiac or a foreign brand over Wills if they have to cough up in the same range  Brand is more known for Men. 32 | P a g e . Security is weak. Allen Solly  Marks and Spencer Gaps and Recommendation  During the study end of season sale was going on.

Evans  Retail management by Swapna Pradhan 33 | P a g e . President Retail. Retailer Magazine  Franchiseindia. Beyondsquarefeet Advisory   Franchising world Magazine.com  Retail management strategic approach-Barry Berman and Joel R. Advance India Projects Limited and Susil S Dungerwal. Chief Mall Mechanic.Bibliography  Interview with Wills lifestyle Koregaon Park Plaza Operation Manager References from Interview of Arif Sheikh.

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