MOS

A "hypermarket", sometimes called a "supercentre" or "superstore", is a big-

box store with a supermarket and a department store combined. The result is
an enormous shopping facility that brings under one roof a wide variety of
items, including full supermarket lines and general merchandising.
spread across Maharashtra, Gujrat, Telangana, Andhra Pradesh, Madhya
Pradesh and Karnataka, D-Martis now looking forward to growing its stores
across India.
Out of the all the stores it runs, DMart owns majority of the properties, which
helps them to save a huge chunk of money on ren
Out of the all the stores it runs, DMart owns majority of the properties, which
helps them to save a huge chunk of money on rent. They also avoid opening
stores inside malls unlike other hypermarkets to avoid high CAM (Common
Area Maintenance) charges and highly inflated rents.
Most DMart stores are in the suburbs in the metros and in tier II & tier
III cities, the operational costs remain low. There is an unsaid rule in the
market that, “one must not open any store within a 1km radius of DMart,
simply because, no one can beat them on prices.” but DMart’s cost
efficiency model is practically very difficult to replicate.
They want the products are converted into sales as fast as possible because
of this, they are able to avoid the high-stakes, perennial discount game
that other retailers often get trapped in. Customers who walk into a
DMart store understand that they are getting a no-frills approach but also
know that most food items and groceries on offer will be 6% to 12% cheaper
than what they will find at other stores. In some cases, certain products will be
10% below MRP
Maintaining Loyal Consumers: One of the primary reasons for DMart’s
dedicated customer base is its low prices. For one, there is a minimum 3%
discount on every product off its shelf.
mployees: It is the third pillar of
their model. DMart offers good
money,
flexibility, empowerment, and
relaxed & efficient work
culture. They even
go on to hire 10th standard
dropouts with the right attitude
and commitment.
They prefer hiring raw talent,
and then invest heavily in
training, to mold
them as per their requirement.
Employees are just told once
about the value
system and policies at D-Mart
and then are empowered by
giving them the
freedom to operate without
somebody constantly looking
over their shoulders
Customer retention policy implementation is at the zonal level. Generally each state is
regarded as a zone and the offers and discounts in a zone are not available in other zones.
Such policy helps d mart to understand and capture the local markets better.
The products which show improvement due to offers and discounts on them are repeated with
these offers again so as to retain the sales of the customers who bought it the last time.
Also such the days best offers are constantly announced in the store making the regular
customers aware about them.
Maintaining a good store ambiance is also a part of customer retention policy of d mart.
Clean and hygienic environment with properly and well spaced products along with a
uniform color theme attracts the existing customers to the store again and again.
A fast billing system and good and easy grievance handling system which can be accessed
thru customer service desk and company website, ensures that customers feel satisfied with
the store management. Less harassment to customers means better customer retention
Communication to existing customers takes the form of sms and e-mails, generally sent to d
mart customers. They get information about ongoing offers and also information and latest
news about their nearest stores and the company in general.
Another source of customer database is the information collected during the organizing of
special events in the stores. Customers participating in such events provide their contact
information which are also used in form of database for communication purposes.
Thank you and festive cards on special occasions are an innovative way of communicating
with the customers.

Trained salespersons make customer gratification very easy. A simple thank you with a smile
goes a long way for the store to keep the customers happy

Conclusion
DMart’s awareness about the techniques and strategies it uses especially
for cost efficiency and higher sales. Their strategy has marked difference
from nearly every other Indian retailer. Whereas other companies have
expanded quickly into multiple segments with differentiated retail chain,
DMart has restricted segmentation. This makes DMart more profitable than
others. It has certain challenges but the founder is always prepared with
some out of box strategy and gives stellar performance. Majority of the
customers of DMart are middle income families and they prefer it for price,
value for money and offers and discounts. The inferences drawn from the
case may lead to possible understanding of a company’s performance, the
way it differentiates from its competitors. The company is working on its
dilemma by pilot testing some online services & home delivery services in
metro cities keeping in mind its cost efficiency.