RETAIL MANAGEMENT

MBA7148
ASSIGNMENT

Submitted to:
SRF Ms. Ankita Bhardwaj

Submitted by:
Mrinal Chandra
MBA 2019-2021 (A)
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

Assignment

Retail Management (MBA 7148)

Submitted to Ms. Ankita Bhardwaj, SRF

1) Four retail websites visited are:

A) LensKart
a. I visited the website https://www.lenskart.com because I wear specs. Also, I tend to
misplace my glasses or damage them, which is why, I prefer to buy in bulk i.e. 2-3 at
a time so that I always have a backup when I need it.
b. I had previously visited a brick and mortar LensKart outlet. The differences I noticed
were minimal. Personally, I like to shop uninterrupted but also desire that all the
necessary information be available at hand. The website gave me a better, focused,
uninterrupted, data driven experience.
c. Comparison:
i. Product details: A better catalogue was available which featured the entire
range of LensKart inventory and not just the locally available warehoused
designs.
ii. Reviews and suggestions: There were plenty of reviews that I got on
randomly selecting any product and most were from verified buyers with
proper dates and language that can be easily comprehended.
iii. Website features:
1. Provides an option to 3D try glasses online. Captures a short video
and then superimposes the chosen design over the face to give an
idea about the final look and fit that may be expected
2. Allows for a home trial as well.
3. Allows the customer to locate physical stores as well for closer
scrutiny
4. Operates in franchise model and allows for prospective clients to
visit its franchise application path as well
5. Various styles, categories, age segments are listed and its easy to
navigate the website.
iv. Ease of Use
1. Font size is good, easily readable
2. Color combinations are contrasting and therefore one does not
have to strain too much to find out essential tags and labels
3. Website is smartphone screen optimized hence using it on devices
other than the computer is easy as the website responds well on
smaller screens too
B) Ausmo
a. I visited the website https://www.ausmo.com in the pursuit of buying a decent
charging cable with data transfer capability. I had gotten to know about this brand
from my step counter app StepSetGo (SSG). Most good quality cables are expensive
and SSG was running an offer on Ausmo products, so I decided to give it a look.
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

b. I have bought cables offline but most certainly at the brick and mortar stores, they
jack up the prices and the quality are also not up to the mark. Moreover, it’s a pain
to handle exchange or returns.
c. Comparison:
i. Product Details: The products each have their own standalone page and
separate category pages as well making the navigation and information
gathering very easy. Large pictures are used and several different angles of
the product in high definition and zoomed in format is shown
ii. Reviews and Suggestions: The reviews section is short and the variance is
low. Indicates the low traffic to the website and the perceived new entrant
image of the brand in the market. Makes it a gamble between what the
product is showing vs the apparent lack of recognition in the market.
iii. Website Features:
1. Shows compatible devices for each charging cable or charging pod
that is being perused
2. Shows related product combos and similar products available.
3. Provides easy links for customer support and social media handles
4. Offers sign up for a newsletter
iv. Ease of use:
1. Website design is quite intuitive
2. UX/UI is very customer friendly and showcases the products in a
very attractive way
3. Even though the brand is new, the website experience drives its
image of being a trustable, authentic brand with durable products
to offer
C) Nike India
a. I visited the website https://www.nike.com/in/ in the pursuit of buying a decent
pair of sneakers or running shoes.
b. The experience was better as I immediately noticed some good discounts and sale
announcements. I could browse without a salesman standing at my back ready to
assist or interrupt.
c. Comparison:
i. Product Details: Product details were listed in a pleasing fashion.
ii. Reviews and Suggestions: The website is arranged demographic segment
wise. It would be nice if I could be allowed to navigate it on the basis of
product category as well.
iii. Website Features:
1. Right off the top, their website had decent graphics and video
visuals that player automatically while
2. Has a very minimalistic design. The design taste avoids a lot of
clutter and uses some pleasing vibrant colors on the background of
a sober black or white
iv. Ease of use: Its smartphone optimized as you would expect from a company
of Nike’s stature. Its products are mostly high end. Although, new launches
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

can be grabbed here instead of other retail outlets much quicker but the
pricing is an issue. It shows higher priced items first. To maybe make a
budget purchase, you would have to search a lot.

D) Mi India
a. I visited the website https://mobile.mi.com/in/ in the pursuit of changing my old
phone for a new one. Preferably the new Redmi Note 9 Pro.
b. I have bought cables offline but most certainly at the brick and mortar stores, they
jack up the prices and the quality are also not up to the mark. Moreover, it’s a pain
to handle exchange or returns.
c. Comparison:
i. Product Details: Good quality, durable, cheap products are available.
ii. Reviews and Suggestions: Reviews are not easily viewable or trustable
because of the bad formatting and lack of optimization in the ways it has
been arranged.
iii. Website Features:
1. Not optimized for smartphone
2. Bright colors but no real impression of a design inspired by anything
substantial.
3. No real creativity visible in the website
4. An Apple like minimalism seems to be attempted but abandoned
halfway
iv. Ease of use:
1. There is a pop-up at the very entrance of the website which was a
big turn off for me.
2. The home page has a lot of clutter so have to cross out some pop
ups before I can begin to browse well.

- Going by my impressions, I would love to shop on the website created by AUSMO. It has the
most balanced minimalistic-product driven approach of all. The products have a lot of creativity
in how they are exhibited and there is definitely an absence of clutter.
- AUSMO is a new company and might suffer from cautious customers who may not want to trust
a new brand. But its website design has worked massively to get customers to try it out and give
it a shot at serving their needs.

2) The comparison between Flipkart, Amazon and Paytm in the pursuit of the purchase of a digital
camera is as below:
A simple search query with the keyword “Digital Camera” is made -

Flipkart Amazon Paytm

- Starts off with - Starts off with - No search results.
showing products showing products
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

that are not that are highly rated - Second attempt

deliverable to my and have sold in high
location. So, not an quantities.
instant favorite - After scrolling half a
- On much scrolling, page, it also shows a
shows a list which curated list of the
seems randomly best digital cameras
thrown about with in 2020.
newer unheard-of - There are many
camera brands also reviews which are
being featured. available in the
- Last review is not specific QnA format
recent having been as well.
made 6 months ago. - There a lot of sellers
and so many verified
users who have
reviewed the top 10
listed devices.
made on its subunit
website i.e. Paytm
Mall (less known)
- Yields no result here
as well.
- Seems like Paytm
Mall does not list (as
of now) Digital
Cameras amongst its
electronic products
catalogue.

After due scrutiny, it seems that Amazon comes out ahead and is the best choice when it comes
to being able to buy a good quality digital camera. Paytm never is in the running due to bad
sitemap and lack of any relevant products. Flipkart does have good pay later options but not a
lot of products worth paying for.

Amazon has a good collection, great reviews, multiple payment options, curated product list and
much more that makes online shopping an easy task. It provides a lot of data for comparison
and helps to make a rational decision.

3) There are three choices which have been analyzed below:

a. www.urbanladder.com
i. Purpose: Their purpose is to make a million homes beautiful by way of
providing curated well-designed furniture.
ii. Value addition: Wants to make setting up a home a creative, energizing
pursuit. It wants to assist customers in breathing life into empty rooms by
helping them materialize their ideas.
iii. Website features:
1. Look and feel: Pleasing font size and minimalistic imaging and logo.
Options for bulk orders is also given. Hence the same website can cater
to B2C and B2B clients.
2. Navigation: Navigation is easy with designated product heads and
illustrative icons for order tracking returns. At the end of each item
category, a buying guide with a best 10 list and crucial features are
listed for the assistance of the customer.
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

3. Ease of use: Requisite sorting and filtering features have been added.
Each product page lists down the expected delivery date, EMI options
and warranty offers. It also suggests similar frequently purchased
products.
4. Return policy:
a. You can cancel your order for any product (except Made-to-
Order products) before delivery/installation (as applicable).
b. In case of cancellation of any Made to Order product (“MTO”)
within 24 hours of placing the order, a full refund will be
initiated. Post the 24-hour window, you will be charged 25% of
the order value as a restocking fee.
c. Post-delivery/installation (as applicable), you will be charged
100% of the order value for cancellation.
b. www.pepperfry.com
i. Purpose: To be the place where the modern Indians shop for their homes
ii. Value addition:
1. Want to do more with less.
2. They want to embody frugality, promoted JUGAAD and encourage
simplicity and flexibility.
3. Having unique and ground breaking ideas for designs.
iii. Website features:
1. Look and feel: Illustrative logos and caricatures to provide a visual
representation of products and the users that they are meant for.
2. Navigation: Landing page banner welcomes and instantly informs about
ongoing sale or crucial COUPON CODES.
3. Ease of use: Well designated category heads.
a. On offer modular furniture for easy assembling.
b. An interactive map of India listing the locations where their
studios are located.
c. Better filtering options with relation to price, size, thickness,
firmness, trial period, discounts and brands.
4. Return policy:
a. Pepperfry Easy Return Policy is applicable only for 7 days from
receipt of the product and applicable only for the following
reasons: Damage / dead on arrival, Manufacturing
defect/Expired product & In-correct product.
b. The time frame starts from date the product was delivered as
per the confirmation received from their logistics team or
courier partners. The refund amount will be equal to the Paid
amount for an item.
c. On certain products the Seller’s or Brand’s Warranty may
supersede Pepperfry Easy Return Policy.
d. Pepperfry will pick up product that you wish to return from your
doorstep; however, locations where reverse pick up facility is
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

unavailable, Pepperfry may request you to self-ship the product

or dispose/ destroy them.
e. Customized orders cannot be returned.
f. They offer a 7-Day Return Policy for all products.
g. Returns are accepted only for the following reasons:
i. Damaged Product
ii. Dead on Arrival
iii. Manufacturing Defect
iv. Incomplete Product
v. Incorrect Product
vi. Expired Product
c. www.furlenco.com
i. Purpose: Furlenco is a different furniture company. They enable the
urban Indian to live better today in their homes, by giving them award-
winning furniture and home decor on rent.
1. All of their furniture is designed in-house by experts.
2. Their furniture is inspired by the Indian urban user and how they live in
their homes.
3. Their designs are user-led and inspired by their evolving needs and
growing lifestyle.
ii. Value addition: Offer rental furniture as well to various entities like
Students, NRIs, partnership firms etc.
iii. Website features:
1. Look and feel: Cool and calm color template usage. Not so minimalistic
but definitely a good UX/UI to avoid clutter.
2. Navigation: The navigation was intuitive and much the same as the
other two websites.
3. Ease of use: The website responded well to the input given. There was a
lack of zoom in option while viewing the website.
4. Return policy:
a. During setup or post-delivery, if the customer, for any reasons,
is not completely satisfied with the product, the particular piece
can be returned and replacement done free of charge.
b. 7-day return policy. If feedback is given later than seven days,
pro-rate rent would be charged.

4) Two options have been provided in the pursuit of buying an engagement ring for my fiancé:
a. www.bluestone.com
i. Website features:
1. Look and feel: Utterly colorful and dazzling. Very interactive. Animations
have been graciously used to lure the customers. Every click and scroll
are rewarded with some interactive animation.
2. Navigation: Offers as per month have been listed down in an interactive
sliding tabular form.
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

a. There is a small icon at the top that allows to recall the recently
viewed items.
3. Ease of use: Various features are displayed on the landing page itself
such as:
a. 100% certified jewelry
b. Exchange and buyback offer
c. Free shipping and insurance
d. Trying jewelry at home
e. List of physical stores
f. There is a 360-degree auto video playback of the product on the
product page which is very attractive.
4. Return policy:
a. Free shipping returns are offered.
b. 30-day moneyback policy is there.
c. 30-day No Questions asked Money Back Policy gives you time to
make sure your purchase is perfect. If you need to return it for
any reason, we'll happily provide you with a 100% full refund or
exchange and we will also pay for the shipping back and forth.
d. They offer a Lifetime Exchange & Buy-Back Policy on all
purchases* made from BlueStone, within India. The product
along with the original product certificate, can be returned for
buy-back or exchanged basis its current market value, with
deductions towards making charges and Rs.500 towards
processing charges.
e. If you received a discount or free gift while making your
purchase, they will deduct the original discount amount or free
gift value, as applicable. You can choose to return the free gift
as well.
ii. Locating the desirable item: Easy. A simple search query provides the desired
results.
1. But limited search results are available.
iii. Special features (if any): Media testimonials have been listed at the bottom of
the landing page to prove and exhibit credibility.
b. www.caratlane.com
i. Website features:
1. Look and feel: Less cluttered than Bluestone. But not as rich in the
collection of products.
2. Navigation: Well renowned brands are advertised like Tanishq. This has
been done on apt places on the landing page of the website to aid visual
stimulus.
a. Webpage does not load fully sometimes. Remarkable glitch.
3. Ease of use: Various features are displayed on the landing page itself
such as:
a. Trying jewelry at home
MBA 2019-2021 University Business School, Panjab University, Chandigarh Mrinal Chandra

b. One-year warranty
c. List of stores.
d. Female hand models are depicted gracefully wearing the
jewelry.
4. Return policy:
a. 15-day moneyback guarantee – 100% of invoice value up to INR
1,00,000 (for diamonds) and up to INR 5,00,000 for solitaires,
only for domestic orders.
b. Lifetime exchange: Exchange or upgrade your jewelry/ solitaires
anytime
c. Lifetime buyback: Sell your diamond jewelry and solitaires back
ii. Locating the desirable item: Easy. A wider range and collection of products is
returned as a response to the search query.
1. Easy sorting can be enabled for those items which can be tried at home.
iii. Special features (if any): Pop ups and helpful tidbits keep cropping up and
pointing to somewhat less intrusive features of the website.

Final Verdict: The final choice for me is the website Bluestone as many other criteria can be
compromised upon, but the 360-degree view of the product is very enticing and gives a very
realistic view of the product.

It adds a different aura to the product and helps prepare a favorable mindset for product
purchase.