2010

A STUDY ON EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT RELIANCE FRESH STORES DELHI

Faculty guide:Sudeep choudhary Name of student:Manish kr. goyal
manaswini

CONTENT
1. 2. 3. 4. Student undertakings«««««««««««.. Acknowledgement««««««««««««« Executive summary ««««.................................. Introduction «««««««««««««««.. 4.1 Industry overview««««««««««««. 4.2 Title introduction««««««««««««..

5. Company profile . 5.1 History .. 5.2 Retail format in India 5.3 Profile of the company 5.4 Organizational structure 5.5 Product mix of the company .. 5.6 Food retail chain .. 5.7 Competitors of reliance fresh .. 5.8 Future plans of the company 5.9 Challenges for the company . 6. Objectives . 7. Research methodology .. 7.1 Research design . 7.2 Sample size 7.3 Limitations . 8. Data analysis and findings 8.1 Analysis of questionnaire«««««««« 9. Mystery shopping ««««««««««««. 10. Recommendations««««««««««. 11. Appendices and references ««««««..

DECLARATION

I HEREBY DECLARE THAT THIS PROJECT TITLED

EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT RELIANCE FRESH STORE

IS SUBMITTED IN FULFILLMENT OF THE POST GRADUATE PROGRAMME IN MANAGEMENT (PGP) TO IILM BS , NEW DELHI AS A FINAL PROJECT.

Project Guide: Faculty Guide: Mr. SUDEEP CHOUDHARY

By: MANISH KR. GOYAL

ACKNOWLEDGEMENT

The project of this nature is a learning task gave me exposure to understand the retail sector in acute manners and stretching over a period of time, for completing a project like this one takes the effort and quality inbuilt. Although this project report is being brought in my name, it bears an imprint of guidance and cooperation of many individuals. Several persons with whom I integrated have contributed significantly to the successful completion of the project study. In the successful & trouble free completion of my final term project titled ³EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT RELIANCE FRESH STORE´, I am grateful to my project guide Mr. Sudeep choudhary for the unflinching support guidance through out the project by which I could manage to enrich my skills and got benefited with the hard core learnings.. I would also like to thank all the staff members of store who shared their precious time and experience with me.

Last but not the least, I extend my sincere thanks to the Institute for providing the help that was needed.

1. History:
Reliance Retail Limited (RRL) is a subsidiary of Reliance Industries Limited, which is based in Mumbai. RRL was set up in 2006 and marks the foray of the Reliance Group into organized retail. RRL has been conceptualized to include growth for farmers, vendor partners, small shopkeepers and consumers. It is based on Reliance¶s backward integration strategy, to build a value chain starting from farmers to consumers.

Important past events ±
Growth graph of the company and important events over the years. E.g. the Demerger, any significant Mergers & Acquisitions

2. Business:
Reliance Retail Ltd. has a number of company-owned outlets along with a franchisee format that would be in collaboration with Kirana shop owners. Its various divisions are:

Reliance Mart ±
It is designed to be an all under one roof supermarket that again caters to household needs.

Reliance Fresh
Reliance fresh was the first amongst various format stores to be launched by Reliance Retail Ltd. It currently has 453 stores operational across India and the ideology behind the initiative has been to bring ³Farm to fork´ thereby removing middle men and benefitting both farmer and consumer. The stores would typically be of an area of around 3,000-5,000 sq ft. Each store is to provide fresh fruits, vegetables and also products of Reliance Select and other related groceries. Each store is to at least 50 employees, thereby giving employment to around 1,500 people in the 30 new outlets. The retail major plans to have a total of 100m sq ft of retail space in 800 cities by the calendar year 2010 and generate revenues of $22 billion by the end of financial year 2011. Presently the Reliance Fresh store sizes are between 1100 sq ft and 7500 sq ft depending upon the location.

Reliance Super
Reliance super will be a smaller version of the hypermarket format. It is to offer over 10,000 products in various categories like grocery, home care, stationery, pharmaceutical products, apparels & accessories, FMCG, consumer durables & IT, automotive accessories and lifestyle products. Reliance Super stores are to be large supermarkets with an area of 4,000 to 10,000 sq. ft. and will not sell fruits and vegetables like Reliance Fresh.

Reliance Digital
Reliance digital is a consumer electronics concept mega store. It is designed to be a one stop shop for all technology solutions in the field of consumer electronics, home appliances, information technology and telecommunications. The stores are to cover an area of more than 15,000 sq. ft. and offer a variety of over 4,000 products spread across 150 brands along with solution bundles to meet diverse customer needs. The staff will counsel and guide customers not only to buy products but also provide complete solutions to ensure consumers buy the right product at the right price. It will continue to offer Reliance One, a common membership and loyalty program across all formats, which follows the

philosophy ¶Earn Anywhere, Spend Anywhere¶. It shall also provide finance options for purchases. Reliance Digital is to be a large f ormat store spread across 15,000 to 35,000 sq. ft. and is scheduled to come up in 70 cities in India in the near future.

Reliance Trends
Reliance trend is a specialty apparel store that will sell men, women and children¶s garments. The store will carry the best of national and international brands like John Players, Peter England, Indigo Nation, Wrangler, Reebok, and Lee, apart from in-house brands. The store layout is to compliment the evolving taste and preference of fashion savvy consumers, giving them an opportunity to view /shop with ease, along with well trained customer service associates, to compliment the entire shopping process. By 2010, Reliance has planned to open 100 more stores across the country with focus on major cities. The company is targeting a turnover of Rs. 20,000 crore ($5 billion) from this format. This is a part of the US$ 25 billion (Rs. 100,000 crore) overall sales from retail business.

Reliance Wellness
Reliance wellness is a chain of specialty wellness stores that would offer preemptive, curative as well as health and beauty solutions. The store is to add value to people¶s lives, by providing products and services that will proactively work to enrich people¶s body, mind and spirit. It is to house world class products under one roof and also educate consumers on their health needs, thus enabling them to take charge of their health. It will sell international and national brands like H2O, Neutrogena, Olay, Sports Nutrition, etc. They will also house alternate medicine, health books & music. The stores are to showcase Wellness Events, Seminars, Workshops and Advisory camps on

contemporary wellness issues like diabetes, hypertension, fitness, diet and nutrition, weight management and skin care.

Reliance Footprints
Reliance footprints is a specialty footwear store that would offer over 25,000 pairs of formal, casual, ethnic, party wear and sports wear in men, women and children footwear. The store is to be spread over 7,500 square feet and be dedicated to footwear, handbags and accessories. The design of Footprint was conceptualized by Pavlik of USA which is one of the best design houses in the world keeping in mind the taste and preferences of the Indian consumer. It shall offer brands from Europe and America like Josef Siebel, Rockport, Hush Puppies, Lee Cooper Clarks, Levis, Nike, Adidas, Piccadilly, Dr. Scholl¶s and more. For kids, Crocs and Disney will be showcased. The store plans a pan India presence by opening over 15 more specialty stores.

Reliance Jewels
Reliance jewels is a stand-alone fine jewelry format. It is to be a one stop shopping destination for fine jewelery. Reliance Retail ventured into gems and jewelry trade with the aim of launching 300 stores all over India within a 3 year time frame. With a growing demand for jewelry and lower competition, Reliance Retail Ltd. plans to overtake Tata¶s Tanishq by 2010. The gold jewelry range shall include Kolkata Filigree, Rajkot minakari jewelry, Kundan from Jaipur, Temple jewelers from Kerala, Jadau from Amritsar and more. In Diamond jewelery, Reliance Jewels will offer the finest quality of diamonds and the widest range of daily wear, party wear and wedding designs.

Reliance Timeout

With over 56,000 products Reliance Timeout will offer customer an extensive range of merchandise in books, music, stationery, toys and gifts. It is to a format based on the ideology to provide a place where a consumer can unwind and relax, browse and buy a book, sample some music, choose a gift, and buy a toy or some exclusive stationery for themselves. Reliance Timeout will offer a comprehensive range of products in these categories along with an attempt to create a fascinating customer experience with a warm, lively ambience.

3. Corporate Structure
Reliance Retail Limited is the vision of Mukesh Dhirubhai Ambani who is also the Chairman & Managing Director of RIL. The Executive Directors are Nikhil R. Meswani, Hital R. Meswani, Hardev Singh Kohli, PMS Prasad and R. Ravimohan. Ramniklal H. Ambani is the nonexecutive and non-independent director. Key Executives for RRL are: Raghu Pillai - Director, Chief Executive and President of Retail Operations & Strategy Ajay Baijal ± President of Corporate Planning Manu Kapoor ± Senior Vice-President of Corporate Affairs Division Bijay Sahoo ± Head of Human Resources

- Stock : Listing and Performance over time
As Reliance Retail Limited is a subsidiary of Reliance Industries Limited it is not listed separately on any stock exchange, it can only impact the prices of Reliance Industries Limited.

According to RIL¶s annual report for 2008-09 Reliance Retail Ltd reported a net loss of Rs. 20.24 crore on a revenue of Rs. 622.31 crore, Reliance Fresh reported a net loss of Rs. 249.30 crore on a revenue of Rs. 1,778.06 crore, Reliance Hypermart Ltd reported a loss of Rs. 51.84 crore on a revenue of Rs. 372.32 crore. Reliance Digital Retail Finance Ltd and Reliance Dairy Foods Ltd to reported losses. Reliance¶s retail businesses closed the year with an aggregate loss of Rs. 557 crore on revenue of about Rs. 4,000 crore.

4. Subsidiaries
The information described under business divisions should be a part of subsidiaries. Throughout the years RRL has been successful in setting up more than 900 stores in 80 cities across 14 states in India to facilitate its multi format store strategy. Various other subsidiaries listed under Reliance Retail Limited are: Retail Concepts and Services (India) Limited, Reliance Retail Insurance Broking Limited, Reliance Retail Finance Limited, RESQ Limited, Reliance Financial Distribution and Advisory Services Limited, Reliance Retail Travel & Forex Services Limited, Reliance Brands Limited, Reliance Integrated Agri Solutions Limited, Reliance Lifestyle Holdings Limited, Reliance Universal Ventures Limited, Strategic Manpower Solutions Limited, Reliance F&B Services Limited, Reliance Agri Products Distribution Limited, Reliance Leisures Limited, Reliance Food Processing Solutions Limited, Reliance Supply Chain Solutions Limited, Reliance Loyalty & Analylitics Limited, RelianceGrandOptical Private Limited, Reliance Vantage Retail Limited, Reliance People Serve Limited, Reliance One Enterprises Limited, Reliance Nutritional

Food Processors Limited, Reliance Petro Marketing Private Limited, LPG Infrastructure (India) Private Limited

INTRODUCTION:
The sale of goods or commodities in small quantities directly to consumers is known as retailing. A "retailer" buys goods or products in large quantities from manufacturers or importers either directly or through a wholesaler and then sells smaller quantities to the end user.

Retail is India¶s largest industry, accounting for over 10 percent of the country¶s GDP and around eight percent of employment. Retail in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. That said, the heavy initial investments required make break even hard to achieve and many players have not tasted success to date. However, the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations.

The Indian retail industry in valued at about $300 billion and is expected to grow to $427 billion in 2010 and $637 billion in 2015. Only three percent of Indian retail is organized. Retailers of multiple brands can operate through a franchise or a cash-and-carry wholesale model.

Retailing in India is gradually inching its way to becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping. Modern retail has entered India as seen in sprawling shopping centers, multi-stored malls and huge complexes offer shopping, entertainment and food all under one roof. 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 Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, 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.

Retailing formats in India Malls
The largest form of organized retailing. Located mainly in metro cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment; all under a common roof. Examples include Shoppers Stop, Piramyd, Pantaloon..

Specialty Stores
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors.

Discount Stores
As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/Non-perishable goods

Department Stores
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries, etc.

Hyper marts / Supermarkets
Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales. examples Big Bazaars, Reliance hypermart.

Convenience Stores
These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium.

MBO¶s
Multi Brand outlets, also known as Category Killers, offer several across a single product Category. These usually do well in busy market places and Metros. brands

PROFILE OF COMPANY
Reliance Retail, Ltd. operates retail outlets 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. It focuses on consumer goods, consumer durables, travel services, energy, entertainment and leisure, and health and wellbeing products, as well as on educational products and services. The company was founded in 2006 and is based in Mumbai, India. Reliance Retail, Ltd. operates as a subsidiary of Reliance Industries, Ltd.

Organizational structure
ZONAL MANAGER

CLUSTER MANAGER

AREA MANAGER

STORE MANAGER

ASSISTANT STORE MANAGER

SUPERVISOR

COMMERCIAL ASSOCIATE

CUSTOMER SERVICE ASSOCIATE

Headquarters Industry Type Status Company Size Founded

: Bombay Area, India : Retail : Public Company : Operating Subsidiary : 10,001 or more employees : 2006

Product mix at reliance fresh

PRODUCT MIX OF RELIANCE FRESH

FRUITS &VEGETABLES

STAPLE NON-FOOD FMCG

PF, BEVERAGE, F&V

COMPETITORS OF RELIANCE FRESH
1. BIG APPLE

2. MORE

3. SABKA BAZAAR

4. FAIR PRICES

5. SUBHIKSHA

6. SPENCERS

Future Plans
The company's flagship chain Reliance Fresh sells staples and food items under Reliance Select Nearly 30 months ago, Reliance Industries announced an ambitious plans to invest Rs 25,000 crore (Rs 250 billion) to expand its stores in the country to take the advantage of organized retail in the country. Initially, the company was planning to open 2,000 stores by 2008, and 5,000 stores by 2010, but due to a delay in delivery of properties, economic downturn and demand slump the company had to scale back its expansion plans.

Reliance Retail runs over 850 stores, which include stores for food and grocery, consumer durables, beauty and wellness, jewellery, footwear, among others. Its formats such as apparel chain Reliance Trends, beauty and wellness format Reliance Wellness, consumer durable chain Reliance Digital have private labels or are in the process of launching private labels. "The whole idea of private labels is based on pricing and retailers get enough volumes on their shelf at marginal costing. Retailers have an opportunity to sell their private labels to kirana stores. But it depends on their strategy on pricing and marketing right products," said Naimish Dave, a director with OC & C Strategy Consultants.

Challenges facing the Indian Organized Retail sector

The challenges facing the Indian organized retail sector are various and these are stopping the Indian retail industry from reaching its full potential.

I) Changing Consumer Purchasing Patterns
The behaviour pattern of the Indian consumer has undergone a major change. This has happened for the Indian consumer is earning more now, western influences, women working force is increasing, desire for luxury items and better quality. He now wants to eat, shop, and get entertained under the same roof. All these have lead the Indian organized retail sector to give more in order to satisfy Indian customers so that customer stay loyal with the company.

II) Lack of Retail Space
With real estate prices escalating due to increase in demand from the Indian organized retail sector, it is posing a challenge to its growth. With Indian retailers having to shell out more for retail space it is effect ng there overall i profitability in retail.

III) Shortage of Trained Man Power:
The Indian retailers have difficultly in finding trained person and also have to pay more in order to retain them. This again brings down the Indian retailers profit.

IV) Poor Supply Chain
It is the supply chain that ensures to the customer in all the various offerings that a company decides for its customers, be it cost, service, or the quickness in responding to ever changing tastes of the customer.

The infrastructure in India in terms of road, rail, and air links are not sufficient. This make a poor supply chain and companies have to depend upon warehousing.

OBJECTIVES
1. To get a sense of how well your company is serving customers.

2. To quickly reveal customer service problems that need to be addressed.

3. To evaluate the activeness of management in daily problems.

4. To evaluate their sales promotions and working mechanism.

5. To find potential opportunities for serving your clients that you may be missing.

RESEARCH METHODOLOGY
SAMPLE SIZE In this research, we have to interact with customer comes in the store.On the basis of particular questionnaire. We interacted with more than 150 customers but due to un availability ob all the responses we taken into consideration the responses of 90 respondent.

PRIMARY DATA
I collected primary data as I collected responses through Questionnaires it was the primary source of data collection. Moreover I interacted with customer and interviewed them. So this was the primary data that I have collected. LIMITATION The main constrain was just interaction with the people who comes to the store. I was with a questionnaire, so scope of some open ended responses was limited.

1. Was the store entrance welcoming?

ATTRACTIVE ENTRANCE
60

50
40 30

ATTRACTIVE ENTRANCE

20
10

0
YES NO

ANALYSIS AND SUGGESTION

About entrance 63% people are agree that entrance is attractive and 47 % people give negative response.

Entrance is the area which is an essential factor affect the footfall in the store. It must be clean and litter free to attract the customers. Entrance must be like an invitation to the customer to eagously enters in the store.

In my Reliance Fresh Store, Entrance area was little unacceptable feel to the customers. Sometimes I see a lot of trolleys resting there but nobody cares. Moreover, there must be some attention generating promotion which could provoke customer to come in. advertisements or

2. Was a shopping cart or basket readily available on entering the store?

CART/BASKETS AVAILABILITY

NO

CART/BASKETS AVAILABILITY

YES

0

20

ANALYSIS AND SUGGESTION

About baskets/carts availability, 80% gave positive response and 20 % gave negative response.

 

0

60

80

For ease to carry the products, carts and baskets must be in the reach of the customers. Most of the customer¶s complaint that almost every baskets contain some dust and litter.

They must be clean on daily basis, it is mandatory«.but nobody cares.

3.

Was the shop free of odor?

STORE IS FREE OF ODORS
70
60 50

40
30 20

STORE IS FREE OF ODORS

10
0

YES

NO

ANALYSIS AND SUGGESTION
65 % respondents agreed that store in free from odor but 35 % against this point of view.

Some of the customers complained that a lot of junk of garbage type vegetables were there. Old Fruits and Vegetables be the main reason of odor in the store. A person doesn¶t want to even stand on that place where unusual smell comes and from here they purchase food item, you can imagine the impact of the store¶s reputation after this incident.

4. Were the floors clean?

CLEAN FLOOR

NO

CLEAN FLOOR

YES

ANALYSIS AND SUGGESTION

Floor area defines the key ambience of the store. 54 % people agree that floor area was clean and 46% people deny this point of view.

Floor area is very important aspect from the point of view of ambience. A customer wants to see him at a right place for shopping. if floors will be full of

¡

0

10

20

30

40

50

60

0

dust then, what is the differentiation we are creating in our stores and a local market shop. Spot fill during the shopping hour is the main reason that a customer point out for a lot of unwanted and unsettled product on the floor.

Someway cleaning guy is also responsible for that and as well as other employees of the store.

5. Were the shelves & displays clean?

CLEAN SHELVES AND DISPLAY
60 50 40 30 20 CLEAN SHELVES AND DISPLAY

10 0 YES NO

ANALYSIS AND SUGGESTION
61% people disagreed that shelves and display were clean and 39 % people denied this point of view. Clean Display of product and shelves create a differentiation in a store. Most of the customers accept that shelves and the products have a layer of dust on them. Not proper dusting of the store took place on daily basis.

Even Back store room got it¶s dusting at the time of auditing by the head office.

6. Were the products fresh/not expired?

70 60
50

FRESH PRODUCTS

40
30 FRESH PRODUCTS

20
10

0
YES NO

ANALYSIS AND SUGGESTION
30% of the total respondent agrees that fresh products are available but 70% denied that. Fresh product must be available to the consumer because he is paying for that. According to our Research fresh means products must be of 15 days before the expiry date.

If it comes to fresh products, most of the consumers said they are not satisfied with the Freshness of products. In F & V Section, most of the vegetable and fruits show the lack of freshness. They don¶t put fresh vegetables on daily basis.

7. Were the prices marked clearly and accurately?

PRICE MARKED CLEARLY AND ACCURATELY
0

70

60
50 40 PRICE AR ED C EAR Y AND ACC RATE Y

30 20
10 0

YES

NO

ANALYSIS AND SUGGESTION
62 % of the people agree with the display of price is quite understandable. Every customer can¶t provide an employee from the company to guide them on the detail of price of each and every product. So, an effective display of [price is better option but it must be in that manners which is quite understandable to the customers. Somewhere a problem like non-display of the price happens. In reliance fresh stores, every product is provided with SEL(Shelf Edge Label) which carries price,date of that label¶s attachment and the ENR no of the product.

¥

¥

¥ ¦ ¤ £

¢

8. Were the promotion well displayed? PROMOTION WELL DISPLAYED

70

60
50 40

30
20

PROMOTION WELL DISPLAYED

10
0

YES

NO

ANALYSIS AND SUGGESTION
72 % of the total respondent satisfied with the promotions of the Reliance Fresh. Promotions are the main reason a person comes in the store. Some people came just for the purchase the promotional items. Promotion must be quite understandable, acceptable and effective. There are more spaces for the promotion. There are not much of the promotions of the products. Some promotional ways used by the store are ³MANGALWAR KI MANDI´, ³MANGO MELA´ etc. These are effective but not proper implementation of these promotions makes them fail.

9. Were the promotions easy to understand?

PROMOTION EASY TO UNDERSTAND

NO

PRO OTION EASY TO NDERSTAND YES

0

10

20

30

40

50

60

ANALYSIS AND SUGGESTION

61% of the respondent agreed on that promotion in the stores is easy to understand. Promotion is only then beneficial if it is understandable if it is not then space and money both are waste.

There were a lot of promotion but to make them aware to the customers need employees assistance. Employees must take charge to tell the customer about the on going promotions.

§

¨

10.

Did you get all the products what you want,if not

then what?
PRODUCT AVAILABILITY

49 48 47 46 45 44 43 42 41 40 39 YES

PRODUCT AVAILABILITY

NO

ANALYSIS AND SUGGESTION

52% were agreed that all their needed product are available in the store. A store can¶t provide each and every product to the customers but still there was a lack of different brand and packaging options in the store. Sometimes if a customer demand a particular product then, most of the times he does not find it¶s demanded product available after his request.

11.

Were you given a correct receipt? CORRECT RECIEPT

NO

CORRECT RECIEPT

YES

0

20

40

60

80

100

ANALYSIS AND SUGGESTION

88 % of the respondent said they got correct receipt from the cashier. Most of the time customer get correct receipt but sometimes a little mistake of CSA create big trouble. I see a lot of quarrel due to this reason. A little change in the receipt even in some paisa create customer uncomfortable. Some customers complaint that due to the lack proper knowledge of CSA they et incorrect receipt.

12.

Did the cashier tender back exact change? EXACT CASH BACK

90 80 70 60 50 40 30 20 10 0

EXACT CASH BACK

YES

NO

ANALYSIS AND SUGGESTION

83% of the respondent were agreed that they got exact cash from the counter of billing.

Most of the customer complaint that they did not get exact cash because the person on till didn¶t have change. So, they try to put bill in Zero figure.

13. bill?

Did the cashier Thank You while handling the

GREETING BY CASHIER
60
50

40 30
20

GREETING BY CASHIER

10
0

YES

NO

ANALYSIS AND SUGGESTION

62 % of the respondent said they are not greeted by the cashiers. First person who interact with the customer at entrance is watchman who must greet to the customers which is not happening. A cashier must give vote of thanks to the customers for shopping in their store. Greeting is an expression which is like an invitation to the customers to come again and again.

14.

Time spent waiting in the queue?

TIME WASTED IN QUEUE
35

30 25
20 15 10 TIME WASTED IN QUEUE

5 0
LESS THAN 5 MIN. LESS THAN 10 LESS THAN15 MORE THAN 15 MIN. BUT MIN. BUT MIN. MORE THAN5 MORE THAN 10 MIN. MIN.

ANALYSIS AND SUGGESTION

34 % of the respondent spent more than 15 minutes in the queue waiting for their billing. A customer just hates to be there in the queue. As every product comes under the barcode decoder for their price detection, it takes a lot of time for making a bill. In this case, if a customer comes with a product, then he has to wait for a long time for billing. There is the function in the software in that particular situation but cashier doesn¶t knows that how to use that function of software. So training of employees is also a mean to solve this problem.

15.

Did you get help from CSA when asked for?

HE P FROM S

60 50 40 HELP FROM CSA 30 20 10 0 YES NO

ANALYSIS AND SUGGESTION

60 % of the respondent agrees that CSA provide the assistance. A customer comes in the store to purchase a product or even for just enquiry about something if a CSA can¶t escort him but he has to provide him assistance to solve their query. Most of the customer doesn¶t purchase the product because of not getting assistance from any employee of the store.

16.

Were the staffs in dress code and wearing a

name badge?
WELL GROOMED STAFF
70
60 50

30
20 10

0
©
YE NO

ANALYSIS AND SUGGESTION

31 % of the respondent agree that staff is not welk groomed. Some customer complaint that nobody provides assistance to them in the store. Most of the customer use to indulge in the silly talk. They didn¶t even think what customer will think, they just talk about the defects in the stores and about the management and that create the negative impact on store¶s image.

©

40

WELL GROOMED TAFF

OVERALL SHOPPING EXPERIENCE WITH RELIANCE FRESH

CUSTOMER EXPERIENCE
35 30

25
20

15 10
5

CUSTOMER EXPERIENCE

0
EXCELLENT GOOD AVERAGE POOR

ANALYSIS AND SUGGESTION
11% of the customers gave the Reliance Fresh Services Excellent Rating. 23% of the customers gave the Reliance Fresh Services Poor Rating. 35 % of the customers gave the Reliance Fresh Services Average Rating. 31 % of the customers gave the Reliance Fresh Services Good Rating.

Different type of customer convey their different experience in the store. Some feel it¶s a good experience, some thinks it¶s pathetic all depends on the service part of our store, only that makes the difference.

MYSTRY SHOPPING
Every RELIANCE FRESH STORE is made with a particular vision and it works like a system. But this system is not working upto expectation and defined standard. So to check out where we are lacking behind,we were assigned one more project named as ³MYSTRY SHOPPING.´ This was the part of our project in which we have to go in reliance fresh store and its competitor¶s store as a consumer and find out what are the difference between the workings of these stores. We covered almost all stores of Reliance Fresh and it¶s competitors located at North Delhi area. Some of them were big in size some of them were small in size. Some are located in out skirt areas and some are in crowded market. We analyze following stores in North and Central Delhi and in South Delhi : 

Reliance fresh Molar band  Reliance Fresh, Rohini.  Reliance Fresh, Pitampura.  Reliance Fresh, shadra.  Reliance Fresh, Paschim Vihar.  Reliance Fresh, Sant Nagar.  Reliance Fresh, Greater Kailash.  Reliance Fresh, Laxmi Nagar. 

Reliance Fresh, Arjun Nagar.  Reliance Fresh, Karol Bagh.  Big Apple, Shadra.  Big Apple, Pitampura.  Big Apple, Rohini.  Big Apple, Laxmi Nagar.  Big Apple, Paschim Vihar.  More, Karol Bagh.  More, Shadra.  More, Paschim Vihar.  More, Laxmi Nagar.  Fair Prices, Shadra.  Fair Prices, Laxmi Nagar.  Fair Prices, Paschim Vihar.  Sabka Bazaar, Sant Nagar.  Sabka Bazaar, Paschim Vihar.

It was not only about observing different store but also understanding employees feeling for a customer. In some of the store, we were provided with money also and we purchased the listed items from the stores for getting the idea about availability of product in the stores.

We analyse all the Reliance Fresh Store and its competitor¶s stores on some fix parameters and compare them to find out where we are lacking behind. Some stores found different way of selling and promotions. Some were totally on the wrong pattern and made us disappointed.

Our findings and observation were based on the following parameters
1. Ambience of the store.

2. Different product categories in the store.

3. Prices of different products.

4. Promotional strategies.

5. Employees behaviour.

6. Additional services like home delivery or parking facilities.

7. Reddressal system.

8. Management proactiveness.

9. Product availability.

10. Freshness of products.

11. Store¶s own brand popularity.

RECOMMENDATION:
Nobody will ring a bell and tell you to attention the facts that you are entering into such a transition. Its a gradual process. The characteristics of business begins to change. Only the beginning and the ends are clear. So in this situation, how a business manages this transition determine its future this phenomenon is call as inflection point.

In the market there are some potential customer also giving a punch like FAIR PRICE. Infrastructure and ambiance are not at par but their location is just in front of Reliance Fresh store, Their prices are much lesser, So that is a potential competitor.

Things if happen or something has changed, then business need to respond on that.

INFLECTION POINT

NEW HEIGHTS

DECLINE

RELIANCE FRESH is at it¶s inflection point.

An inflection point occurs when the old strategic picture diddolved and gives way to new heights. we need to navigate our business.

An inflection point comes when we doubt on ourselves that where we are going aren¶t we lost?

Where growing dissonance between corporate statement and operational action. That hints more than normal chaos.Misallingment between what your company think it is doing and what is actually happening inside the box of organization.

So, timing is everything, if you undertake these changes while your company is still healthy in which you can experiment with new ways of doing business so that you can save much more of your company¶s strength , your employee and your stretgic position.

When any business got into Inflection point, what is most important that is our judgement.Your judgments got you in tough position but it can also get you out. It¶s just a question of training your instinct to pick up a different set of signals.

The Inflection Point is a time to wake up and listen.

We need to find out the possibilities that what our business is doing can be done in some different way. That different way we have to find.

It¶s like we need a new paint on the business of same colour but little shiny.

APPENDICES :

RELIANCE RETAIL CUSTOMER SERVICE

1. ENTRANCE : Front Signage-Reliance Fresh Was the store entrance welcoming? (Free of dust, not and if visit is after 6PM, lights working.)

2. CARTS/BASKET : Was a shopping cart or basket readily available on entering the store?

3. STORE-CLEANLINESS :

Was the shop free of odor? Were the floors clean? Were the shelves & displays clean?

4. PRODUCTS : Were the products fresh/not expired? Were the prices marked clearly and accurately?

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