PRERNA STORE

*Prerna store has total 15 outlet in chandigarh.

* Stores was retail grocery falls under Supermarket and has a
Modular Model design for layout.
* Had image of being: “No Nonsense grocery”
* Floor area of stores: 2500 sq. ft. (Approx.)

STORE LOCATION
* Two Store studies were situated in “Sector 17” and “Sector
34” of chandigarh in (Residential Area)
* Sector 17 : Situated at Basement of Residential Building and
store is considered as benchmark for other stores.
* Sector 34 : Situated at Ground Floor and had good frontage.

Store performance on the basis of :-

Store layout
 The layout of two store was based on the past
experience of the managers and trail experiments.
 The arrangement of merchandise was to facilitate
orderly purchases.
 Both store had adopted “grid layout” and grid had
no.of partitions which was not pleasing aesthetically
but was providing convenience and speedy checkout
to the consumers.
  Labels like: ‘Bakery’, ‘Breakfast’ and ‘Cosmetics’
used by store which hung from the top to provide
better assistance to the customers.
Merchandise
 The merchandise of both store was categorised under
four categories:
1. Destination
2. Routine
3. Convenience
4. Occasional
 Category leader brands, imported brand &
prerna’s own brand were kept at eye levels in both
the stores.
 Sale of eye level SKU’s higher than SKU’s
placed non-eye-level shelf location.
 Study said that 55% of SKUs at eye level were
purchased at Sector 17 store and 35% of SKUs kept
at eye level were purchased at Sector 34 store.
 Bought together items were stacked in adjacent
shelves and breakfast items, snacks and refrigerators
were kept near entrance of the store whereas
refrigerator are placed at the back.
Consumer movement

 The store conducted study that focused on the

difference in the basket size of the customers of the
two stores.
In Sector 17 store
 It seemed to have better twilight zone management
(the area customers encounter immediately after
entering the store) – booth on the immediate left of
the descending steps to put customer valuables, shop
assistants handed out shopping baskets.
 checkout counters were blocking the exits, the
customers had to move ahead into the aisles where
soft drinks, breads, packet soups, tea, etc. are kept.
 Most customers who stopped to examine turned
into buying them.
 Then they moved to next aisle and eventually
covered the entire store
* Customer profile : High-Income Household,
Business class families, Joint Family Setup,

In section 34,
 The twilight zone is not restrictive.
 Customers were lured straight into the aisle where
soft drinks and biscuits were stored.
 Made it the most crowded aisle as the customers
definitely visited that area.
 Typical customer neglected the back area of the
store.
 Most regular needs were satisfied mostly in the front
two aisles.
 Almost none of customer visited plastic and
stationary segments.
* Customer profile : Young couples ( Majorly both the
partners are working), Service Class Families, Nuclear
Families, Mojority of Population are working in Government
Departments, Retired People.

Conclusion
 Sector 17 has better performance than sector 34
 Customer engagement : In sector 17 customer
spent more time in store ,have more pickedup,
conversed, took more item and checkout as compared
to sector 34.
 Average sale : sector 17 has 27 product category
and 55% sale of SKU’s at eye level whereas sector
34 has 16 product categoty 35% sale od SKU;s at
eye level.
 Retail conversion rate : more effective at sector
17 as compared to sector 34.
 Left section: In sector 17 customer cover almost
entire store and looked most of the product as
compared to sector 34 because it has two exist