BM 15-17 SITE ASSIGNMENT RETAIL MANAGEMENT

SUBMISSION DATE 3rd OCTOBER 4-00PM 2 PAGES HANDWRITTEN

SUBMISSION.

PART I LOCATION
Highlight the positives and the negatives of the location site.
According to your observations is the store performing well? your observations in
terms of footfalls and ABV, customer profile, product assortment etc.You could
talk to the store manager if he is willing to give you information.
Make recommendations whether the store is at the right place or not , with rationale.
From the above - draw a checklist of factors ( in order of priority ) to be evaluated to
choose a site for a store in the same category

PART II - LAYOUT AND DISPLAY

OBSERVE and Comment on the

Categories in the store approx. number and mix

Pick one section and observe the category adjacencies for example you could
pick the juices section and note what is to the right and left of it. Could there be
any logic for the placement?
Fixtures used for different categories
Display of skus in one section - draw for one bay ( if you pick up the juice
section, for example, then how and in which order are the skus displayed in the
section of the rack.)
Use of empty spaces in the store
Use of signages in the store
Aisles and the checkouts

Thus draw a rough sketch of the Store layout and identify the hot spots and cold spots,
if possible.

PART I Location
Positives
Raymond Showroom nearby

Negatives
Skewed traffic, mostly in morning and
evening

Kashmir Vastralaya
Hyundai Showroom
Restaurant
Louis Phillipe nearby, differentiation easy
No window shopping
Store size and facing with parking

IS the store performing well?

Yes, just 9 months since inception and doing business of about 12 lakhs per month
Observations
Footfalls: 15-16 per day
Average Bill Value (ABV): Rs. 4500
Customer Profile: Usually 18-35 years of age

Product Assortment: Shirts formal/causal, Trousers, Suits, Blazers, Ties, Socks,

Cufflinks, Handkerchief, Belts

Whether store is at right place or not? With reasons?

Right place
Reasons: 1) Presence of Raymond Shop in the same street.
2) Presence of Kashmir Vastralaya nearby, a famous apparel store in Jamshedpur
3) Hyundai showroom nearby.
4) 3-4 Good restaurants nearby

Checklist of factors (in order of priority) to be evaluated to choose a site for a store
in the same category?
1) Presence of apparel store with good footfalls nearby
2) Presence of branded apparel store nearby
3) Prospective rent to sales potential to survive operations

PART II - LAYOUT AND DISPLAY (Observe and Comment)

Categories in the store approx. number and mix

Categories = 6-7
Approx number =2700
Mix
Shirts
Suits and Blazer
Trousers/Lower wear
Accessories + Tshirts+ UG

40%
25%
20%
15%

Pick one section and observe the category adjacencies for example you could
pick the juices section and note what is to the right and left of it. Could there be
any logic for the placement?
Suits with shirts stocked on either side of the section
Usually purchase of a suit is coupled with purchase of a shirt therefore the
placement.

Fixtures used for different categories

Were almost same for all the categories

Display of skus in one section - draw for one bay ( if you pick up the juice
section, for example, then how and in which order are the skus displayed in the
section of the rack.)

Use of empty spaces in the store

Nesting tables and Gandola

Use of signages in the store

Minimal based on achromatic scheme white/black and grey

Aisles and the checkouts

Thus draw a rough sketch of the Store layout and identify the hot spots and cold spots,
if possible.