Retailing survey On Westside

Submitted toDr. S. Shajahan

Submitted byShahnawaz Anwer e-mail- mob:09886205461

Style, affordable prices, quality: these are the factors that have shaped Westside’s success story in the retail fashion stores business. Launched in 1998 in Bangalore, the Westside chain has, ever since, been setting the standards for other fashion retailers to follow. Westside stands out from the competition for a variety of reasons. One is that a majority of the brands the chain stocks and sells are its own, unlike retailers who store multiple labels. About 90 per cent of Westside’s offerings are home-grown, and they cater to different customer segments. The other 10 per cent includes toys, cosmetics and lingerie. Westside has recently expanded its range of merchandise by offering outfits from some of India’s best-known fashion designers, among them Wendell Rodericks, Anita Dongre, Krishna Mehta and Mona Pali. This is an interesting marketing shift, since it means moving away from the chains only-our-own-brands concept. Westside is a departmental store having several product line & according to ET 500 list out of top four retail companies Trent ranked 3rd as     Pantaloon retail Shoppers shop Trent Provogue India

Westside, a unit of Trent Ltd. Westside already has three stores in the Bangalore at Commercial Street, Koramangla (forum), and Garuda shopping mall. The age group of people visiting the store is in between 18-40. (Upper middle and middle class) The attraction of the shopping is basically the female population. The movement of men’s apparels is also due to the ladies buying for the men. 24,000 sq ft store at the Forum Mall Forum is registering 55,000 footfalls a day on weekends. Spread across 30,000 sq ft, Westside's store at Garuda Mall has average footfalls of over 30,000 a day. The average foot falls at the Westside store is around 45000 at the forum mall.

Survey for footfalls at weekend & during ordinary days
1.At weekend(Sunday b/w 3-5pm) Per 10 min = Per 1 hr = 45 footfalls 270footfalls

1 working day(10hr) = 2700 footfalls

2 During ordinary days(Tuesday b/w 5-7pm) Per 10 min = Per 1 hr = 30 footfalls 180footfalls 1800 footfalls

1 working day(10hr) =

Arrangement in Store
1.Ground floor          2 fast 4 U Men’s wear Men’s footwear Women ethnic wear Jewelry & accessories Handbags Watches Lady’s footwear Customer service desk Club west desk

2.1st floor         Women’s western wear SRC Kids foot wear Kids wear Household items Gifts Gia(it is the 1st provider of women’s XL size t-shirts etc.) Lingerie’s Washrooms

To irrigate the space better Westside have the entrance on the ground floor and exit on the first floor. In case of visual merchandising all the category of clothes of all sizes and varieties are displayed and hence the consumption of space for shelves is reduced. And it is convenient for customers to choose and for the attentandents to support buying. Profitability of Westside Bangalore is more than that in Delhi and Bangalore because youth here have much spending power. It is also driven from strong demand backed by quality products and latest fashion.

Services & Store Atmosphere in Westside    Prepurchase services include accepting telephone & mail orders, advertising, window & interior display, fitting rooms, fashion shows It provides post purchase service including shipping & delivery, gift wrapping, adjustments & returns, alteration & tailoring It also provides ancillary services including general information, check cashing, parking, restaurants, repairs, interior decorating, credit etc.

Private Brands in Westside         2F4U SRC Gia Urban angel Intima David jones Ascot Black berry

The Westside stores wear a bright, festive look and, in keep with the mood of the season, hosting a festival bright. With the sole objective of rewarding its loyal customers for their patronage, Westside has lined up a bonanza of surprise gifts. Every shopper gets a scratch-and-win card which entitles them entry into a contest. Those making purchases above Rs 1,500 are also entitled to receive other pleasant surprises The trendy household section has a complete new range of bed linen in elephant motifs, floral motifs and paisley design. The color palette for the festive collection includes flaming orange, royal blue and other vibrant colors to depict festivity. The gift section has a plethora of gifts — terracotta pots, urns, knick-knacks and diyas in beautiful colors, shapes and sizes. The store has also introduced a new range of furniture and other household goods, including cabinets, butler trays and mirrors in wood with an antique finish. An innovative range in wrought iron and rope has been introduced in utility items which include magazine racks, folding stools, jam pots on trays and Ganesha in brass and terracotta.

Facing the challenge
The greatest challenge for Westside in its quest for a place in the retail sun is not the competition from similar organized players, but from the unorganized sector (98 per cent of India’s retail garment industry operates in the unorganized sector). The other challenge for Westside is that the retail fashion business in the country is becoming increasingly crowded with new players, Indian and foreign. Among the new entrants have been Wills Sport, Lifestyle, Raymond’s (Be), Globus, Nike, Crocodile, Mango and, the latest, Marks & Spencer.

1. Club west card program An assured return-and-exchange policy reinforces customer confidence in the chain Another winning Westside idea is Club West, a customer loyalty programme launched in May 2001. The 30,000-plus members of this club get rebates at restaurants and on holiday packages from the Taj Group of Hotels, home delivery of alterations, and best of all, special shopping hours on the first day of any discount sales event organized by the chain. Important benefits of club west card      Most attractive rewards shopping Instant use of the card Easy to operate Extra convenience Validity at all stores

Westside does its regular brand building through advertisements in the media with brand ambassador Yuvraj Singh and other young models; more important are its in-house promotions, which peak during the three main festive seasons: summer, Diwali and Christmas. The promotions are mostly theme based, with decorations to match, live bands and other attractions. 2. Fashion logy

Westside has launched a new ad campaign titled 'fashion logy'. The campaign is designed to provide the buyer with not just clothing, but also guides and aid on dressing smart, styling and accessorizing. The campaign sees on-ground activities and promotions designed to interact with the consumer about their style It includes women’s corporate wear, girls wear, glam denim.

The Three Cs
Corporate clothing is a major component of Westside merchandise. The emphasis here is on the three Cs: comfort, crispness and coordination, and the goal is to provide the complete corporate look, where color, clothes and accessories are mixed and matched in a manner that creates harmony between the person and the clothes he or she wears. Westsides employees are given regular training for better interaction. Some things may take longer. The wish list, a tool for customers to let Westside know their preferences, cannot be realized immediately. Only if there is an optimum demand can the store look at fulfilling it. Gia, Westside’s brand for larger-sized requirements, was the outcome of one such need. The company identifies star employees in each store and designates them as coaches responsible for the training of their own store staff. Today, each store has three kinds of coaches — a customer service coach, an IT skills coach and a product knowledge coach. The success of this programme has made it a benchmark for all Tata Group companies.

Westside provides four levels of service
 Self service- self service is the corner stone of all discount operations. Many customer are willing to carry out their own locate compare select process to save money Self selection- customer find own goods, although they can ask for assistance Limited Service- Westside also offers services like credit, merchandizing etc. Full Service- Sales people are ready to assist to any phase of the locate compare select process. Customer who like to be waited own prefer these type of stores.

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Marketing Strategies adopted by Westside
 Attract shoppers & keep them in stores- the amount of time shoppers spend in a store is perhaps the single most important factor in determining how much they will buy. Honor the transition zone- on entering a store, people need to slow down & short out the stimuli which means customer will likely be moving to fast to respond positively.

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Don’t make them hunt- put the most popular products up front to reward busy customer & encourage them to look more. Women’s need more space- A customer specially a women is far less likely to buy an item if her derriere is brushed by any other customer.