Department of Fashion Management Studies

(End term Jury)

REPORT
on
Omni Channel Retail and Sales Management
Consumer Behaviour and Neuro Marketing

Submitted To: Submitted By:

Assoc. Prof. Amitava Chowdhuri Kripa

Asst. Prof. Rajesh Chaudhary MFM- 2nd Sem

MFM/18/407
0
 TABLE OF CONTENTS

1. Objective.……………………………………………………………………………..2

2. Background of Study………………………………………………………………..3

3. Research Methodology…...………………………………………………………...3

4. Brand Introduction……………….......................................................................4

5. Target Audience……………………………………………………………………..4

6. Store Design and Info………………………………………………………………5

7. AIDA Model…………………………………………………………………………..6

8. Observations and Findings…………………………………………………………7

9. Observation Schedule………………………………………………………………9

1
 OBJECTIVE

 To study and identify the various consumer touch points of a store.

Sub-Objective:

 To analyse the impact of these touch points on the sales of the store.
 To identify the impact of the above on the consumer decision making process.
 To analyse these touch points in terms of consumer motivation, consumer
learning, consumer perception, and attitude

2
 BACKGROUND OF STUDY

A touchpoint is any time a potential customer or customer comes in contact with your
brand–before, during, or after they purchase something from you.

A touch point is any interaction that might alter the way that your customer feels
about a product, brand, business or service. Customer touch points are
brand's points of customer contact, from start to finish. From an advertisement to see
ratings and reviews, visit a website, shop at a retail store, or contact
customer service, everything is categorised as a touch point.

If we want to improve interactions with customers, the key starting point is to

understand what those interactions are and where they take place.

Customer touch point management is a relatively young marketing tool that aims to
find, assess and control customer touch points by gathering feedback from
customers. Some of the main goals of customer touch point management are
enhancing customer experience, increasing customer satisfaction, and generating
positive word-of-mouth.

RESEARCH METHODOLOGY

 Research Design – Exploratory & Descriptive

 Research Approach – Qualitative research
 Data Collection:
 Primary Data – Observational method, Personal interview and Depth
interview
 Secondary Data – Official website of Only, News articles, Blogs.
 Sampling Method
 Sampling Technique – Non-Probabilistic Convenience Sampling

3
 BRAND INTRODUCTION

 Only is an international market high fashion brand with a glowing global

presence and a sound, responsive business operation.
 Parent company: BESTSELLER
 Philosophy: ONLY is about you – and ONLY you.
 Only is an amalgamation of western fashion forward styles, high quality and
great value is what makes ONLY truly unique.
 Each style is created with this special ONLY feeling, which resonates with the
self-confidence, style and carefree attitude of the style conscious millennial.
 Denims are their lifeblood and we pride ourselves in setting the paradigm for
‘denimizing’ the world.
 Incorporating the latest trends ONLY curates a unique version of fashion,
keeping in mind the exclusive and differentiated fashion moments each ONLY
girl comes across.
 They started operations in 1995 in Denmark, and forayed into the Indian
market with the launch of the first store in Mumbai in 2010.
 Competitors of this brand include AND, Zara, Mango, Forvever21 etc.

TARGET AUDIENCE

 The target audience for this brand is mainly Young Bold girls.
 The brand has clothing for all the fashionistas who really want to make sure
that they are comfortable in what they wear.
 The trending colours and patterns teens of generation Y and Z, for formal
clothing with great style that attracts corporate people.

4
 STORE DESIGN AND INFO

Exterior:
 ONLY - Saharaganj is an Exclusive store in the entire city of Lucknow, which is
located in an extreme corner of the mall.
 Saharaganj Mall is located at Shahnajaf Road, Hazratganj at heart of City,
Lucknow and offers all options for fun entertainment under its roof, and having
the ample of parking space at basement and Ground floor.
 The store has wide entrance with huge glass windows with an attracting visual
display which changes after every 15 days along with a new story or theme.
 Total area of store is 2180 sq.ft. and Carpet area is 1800 sq. ft.

Interior:
 The store has adjustable wall fixtures like vertical stands to allow various
changes in a visual display.
 The store has a minimalist look to it with neutral colour tones to support it. It
has white brick walls, with some areas of grey wallpaper and wooden frames
and some quotations to throw in some punk.
 The store has warm yellow lights to give each them a focus.
 The store has an enthusiastic vibe with pop music, allowing the customer to
shop and enjoy.
 The store has a Freeform layout, increasing the productivity of space and
giving customers adequate space to shop.
 The whole area of store is divided in small sections of areas naming “A, B, C”.
 “A” section was the area that focused on the top styles amongst the
latest merchandise
 “B” section with merchandise among “A” new collection which is
almost 2-3 week old.
 “C” section is the area that was of lesser concern and mainly focused
on Discount section apparels including the merchandise on racks.

5
 AIDA MODEL

The AIDA model is based on four individual stages that attract interested parties who
are deciding on a product or service.
1. Attract attention: The product must attract the
consumer's attention. This is done via the
advertising materials. It is a type of “eye-catcher.”
2. Maintain interest: In the first phase, the
attention of the potential customer is piqued; their
interest in the product or service should be
aroused.
3. Create desire: If interest in the product is
aroused, it is the seller’s task to persuade the
customer that they want to own this product. In
the best-case scenario, the advertisement or the
product itself creates the desire to purchase.
4. Take action: As soon as the desire to buy is
aroused, this must be transferred into an action,
that is, the purchase.

BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE

Advertisements with Official websites for Comforting a customer by

celebrities like Ananya searching trends throughout making it hassle free by not
Panday the world carrying the bill for returns

Catalogue to guide the To make customer

Good ratings and reviews customer for the upcoming subscribe for regular
fashion notifications

Word of mouth for latest

Promotional offers at store to Services and customer
designs and comfortable
increase sales support for any other issues
clothing

Point of sale having a

Awareness of product Regular follow ups to remind
feature of paying through
through various e-channel the customer for voguish
various mediums like debit
platforms like Myntra, Ajio designs
card, credit card, etc.

6
 OBSERVATION AND FINDINGS

 LIGHTING: Converging warm white lights focusing on specific areas such as

Special Editions (e.g. Game of thrones, Marvel Comics, etc.), Latest
Collection, where main focus needs to be created.
 Creating excitement for the customer

 MUSIC: Pop & Rock sound (Classics) was played that attracted and
influenced the mood of customers.
 Attracting customers by latest choice of songs

 COLOUR OF WALLS: The colour scheme for the whole showroom is mutually
decided for all Centres across the Country, that are Off-White, beige, Greys
and Brown, which were very sophisticated. Huge sized mirrors are placed on
the walls to create depth.
 Colours play a significant role in the eyes of a customer, as visual
stimuli creates huge impact.

 COLOUR BLOCKING: The collection is specifically displayed in a way that

represents a great example of colour blocking. The collection on every wall
has a theme to represent the mood of the merchandise.

 For example: For the window display, usually a print is chosen, solids
and denims to compliment with it. Colours of apparels that have
contrast between them, like blues and reds, greens with flesh tint,
yellow with stripes, peaches & olive green, mustard print with whites,
etc.

 There was 2 television display screens showing the latest runway fashions
shows inspired apparels and clothing.
 Gaining attention by showing latest trends across the world.

 TRIAL ROOMS: Spacious and hygienic changing rooms that make it

convenient for a customer to try on the products for any further
inconveniences.
 Giving comfort to the customer at each point.

 ONLY has many offers and promotional activities running in its store and on its
website to encourage customer engagement. The brand even organises
campaigns on social media with its new amazing and trending collections. This
somehow motivates and encourages a consumer to increase the sales of the
store.

7
  Sales advertisements and promotions increases customer
engagement and helps to improves sales.

 Its collection is inspired from latest trends of forecasting and colour schemes.
This attracts a customer to motivate to visit and buy merchandise from the
brand for its new and trending designs.
 Encourages and attracts new customers to increase the footfall of the
store.

 The staff at the store was extremely helpful and greeted us with positive
concern to satisfy our wants as a customer. They focussed on our needs and
suggested what could be the other options available.
 Creates good experience and a learning experience for the customer
to again visit the store.

 They kept a Customer Service Book and online forms for maintaining a record
for all the Opinions and Feed of the customers to make sure what a customer
is seeking for a purchase and could make it possible whenever the brand
makes it possible.
 The attitude of the staff to make sure that their opinion is noted
increases attention of a customer.

 There is a well-received exchange policy which allows customer to get back

full refunds for the purchased policy.
 This encourages customers to buy frequently and the choice to
purchase without any later regret.

 Students are given a discount at 10% throughout the year.

 Creates desire amongst students to visit the store.

 There were accessories kept near counter at discounted prices.

 To encourage impulse buying for increasing sales.

 Mid-season sale boosts cross selling and changes the perception of a

customer.
 This again grabs attention of a customer and creates excitement.

8
 OBSERVATION SCHEDULE

CONTENTS YES NO REMARKS

Accent lighting
 Focusses on each theme
to gain attention

Music
 Punk rock music to
create interest

Colour blocking
 Visual stimulus that
attract new customers

Trial rooms
 Satisfaction for providing
comfort

Greetings at door
 An encouragement that
may influence a customer

To motivate customers
Assistance
 for the right product to be
purchased

Student discounts
 An attraction for students
to increase sales

Feedback records
 To sustain the interests of
a customer

Increases the amount of

Spacious and
Organised  gain attention for its wide
range merchandise