CONSUMER EXPERIENCE

STANDARD RETAIL OPERATIONS

LIBERTY

PREPARED AND PRESENTED BY

NIHARIKA B, SANDHYA, SEJAL & SHILPI - MFM SEMESTER 1
CONTENTS
ABOUT LIBERTY
Mission, Vission and Philosophy
Color Palette and Logo
Liberty Store
Store Location
Product Range
DESIGN
Store Design and Layout
Store Space Management
Store Atmosphere
Lighting & Suggestions
Props
Signage
Visual Merchandising and Display
New Floor Plan
CUSTOMER SERVICE
Customer Service Functions
CASH, FRAUD, AND INTERNAL CONTROLS
Handling Cash and credit
Shoplifting and fraud prevention
Internal controls
Safety and Security
Functions
PRODUCT INVENTORY RESPONSIBILITY
Ordering merchandise
Receiving stock
Using an inventory system
Pricing
Merchandise handling
Managing the supply chain
RETAIL ADMINISTRATION
RESPONSIBILITIES
Managing the premises 
Training of employees
Managing of promotions and events
Data management and use of
technology
STORE OPERATIONS MANAGEMENT
STORE HIERARCHY
PERSPECTIVES OF STORE OWNERS,
STORE MANAGERS, AND STAFF
STANDARD OPERATING PROCEDURES
AND CHECKLISTS FOR STORE
OPERATIONS
General Store Opening and Closing
Store Staffing
Cash Management
Merchandise Handling
Customer Service
Daily Store Checklists
Store Cleaning Checklist
Daily Store Opening Checklist
Daily Store Closing Checklist
ABOUT LIBERTY SHOES

Founded by Dharam Pal Gupta, Purshotam Das

Gupta and Rajkumar Bansal by the name of Pal
Boot House in 1954.

ABOUT
Liberty Shoes Limited is an Indian shoe company,
based in Karnal, Haryana. Established in 1954, the
company presently produces 50,000 pairs of
footwear a day through its six manufacturing units,
sold through 6,000 multi-brand outlets and 350
exclusive showrooms, and has a presence in 25
countries, with 50 showrooms outside India. Adesh
Gupta became the CEO of LSL on 16 July 2001.
VISION
To ensure that the method we use is
the latest technology the world
over.To follow the highest standards of
honest workmanship in whatever we
make. To remain a great corporation
to associate with,to work for.

MISSION
To invest in technologies that will help
to create products that will delight
the customers. The global
technologies and the team of talent
will allows us to create global
innovations and deliver them at
competitive prices.

PHILOSOPHY
Innovate and invest to innovate.
Liverty Shoe Limited will follow a
philosophy for production with great
amount of zeal.
COLOR PALETTE
LIBERTY STORE AND LOCATION
VIVIANA MALL. STORE NO 52, ON EASTERN EXPRESS HIGHWAY,
SERVICE RD, THANE WEST, THANE, MAHARASHTRA 400601

06
PRODUCT RANGE
MEN WOMEN KIDS

COOLERS HEALERS PREFECT

FREEDOM TIPTOPP SENORITA

WINDSOR LUCY&LUKE AHA

STANDARD OPERATING PROCEDURES

DESIGN

CUSTOMER SERVICE

STORE PROCEDURES
Store Design and layout

DESIGN EXPLORATIONS
(Store Layouts)

Studing the elements used by

Liberty in its store, we have
designed a new store layout for
the brand assuming it to be
TOP VIEW inside the mall.

As the brand keeps footwear

for the entire family and its
store is red color, we have build
the overall space with contrast
of red and white.

The vision is to build a space in

a way that it has space for the
viewer to move along and also
help the customers to let them
know more about their
product range to build more
transperancy with the ongoing
trends and techniques.
 STORE SPACE MANAGEMENT

The shoes are

arranged in a
cluttered way which
results in a bad

ABLE shopping experience

The excisting store has put

the products alongside a
glossy surface which is very
distracting!

The current store space management of Liberty does not have enough shelves and island
displays which makes the store looks cluttered as all the products are placed only on one
display rack. Therefore we have introduced innovative island displays and lmulti-layered shelves
to help the current situation.

DESIGN EXPLORATIONS
(Island Dislpays)
 STORE ATMOSPHERE - LIGHTING

No separate ailes for

BEFORE
premium products

Chaotic arrangement
of products and dim
lighting

Taking all these elements into consideration we have suggested new lighting suggestions
which will change the overall customer experience and store health by making each product
stand out and easy accessible to the consumers.

LIGHTING
SUGGESTIONS
NEW STORE LIGHTING SUGGESTIONS

ACCENT LIGHTING

Liberty stores will be using accent lighting to create a focus of interest on the best sellers
and the new product launches. Another advantage is that it gives the impression of a
larger store which will be critical in increasing the overall footfall of the brand as customers
would be able to spot the products from anywhere in the mall.

TASK LIGHTING

Task lighting will help in providing increased light for specific products in the store that
may already have some ambient light. It will be useful for seeing the details of the
products.

LED DISPLAY LIGHT

LED display lights on the signages in the store will help the consumer to read them clearly
as well as help them with the directions in the store.
 DESIGN EXPLORATIONS
(Shelves)

props

props
MIRROR

An adjustable and easy to fix

rack as exhibition for a
temporary run and the rack
can be later used in the store.

Mat for SITTING SPACE

maintaining
store
cleanliness A mirror
to view
the
footwear
worn

A prop is an item or group of items which conveys the product’s message. It is usually placed in
a window display, floor display or stand alone by an end cap. For the Liberty store, we will be
using the concept of less is more as we want our product to be the star of the display. Our
product will be placed at various spots within a stand and we will use props spaced at intervals
around the product. This will provide an interesting display and also encourage the customers
to focus on the product.
 SIGNAGE
Poster for the upcoming collection

Visuals
Types of soles used by the brand and comes
under informative visuals.

We will be putting Visuals around the main

cash counter as that is the place where
customers spend the maximum time.
Putting this informative signage here will
help us build trasperancy with customers
and therefore gain loyalty.

Signage of the logo to create a memoerable

brand image.

Signages will helps the customers to move around the store looking at the ads and promos
displayed on it. The role of signage in retail Industry: A customer can easily locate the store with
the help of a signage. Signboard gives all necessary information about the store.

Danglers showing offers

ADS/PROMO
Different signages around the store will guide the viewers
to move according to the information provided. They are a
great way to attract consumers around the store. Sale and
Brand name signages are also very important and
informative for creating brand an impactful brand image.

BRAND
NAMES TO
SEGREGATE
Celebrity
THE
endorsement to
COLLECTION
increase brand
awareness

Gliders Coolers
 Visual merchandising & display
BEFORE

The existing front facade of Liberty store in Viviana Mall, Thane does not have any window
display. The 30% off sale board is kept right in the centre blocking the entrance of the store
rather than creating a seamless experience for the consumers when they enter the store.

NEW FRONT FACADE

The big L in slanting is taken

from the brand logo. The
view of the store being
LL
bit
diagnal is inspired by the
brand name font. The lines
show the growth of Liberty
with time.
The viewer can clearly view
the area inside to get a
better view of what is inside.
The big L of red color can be
seen from anywhere in the
mallwhich helpd to attract
people.
NEW FLOOR PLAN
The overall space of the floor plan has been designed in a way that it attracks
the crowd by its colors from anywhere in the mall.

LIBERTY FLOOR PLAN

NEW STORE DESIGN

CUSTOMER SERVICE FUNCTIONS
LIBERTY STORES

Liberty store’s success depends on customer service, how it treats its

customers. Customers may not always be right, but they’re always the
customer,

We will be representing a potential sale and potential review.

With excellent customer service, stores can increase their competitiveness

and even make up for shortfalls in other areas, such as convenience or
pricing.

Positive, personalized customer service will help liberty stores compete

against its competitors in terms of of both online and offline (brick-and-
mortar stores).

Online operations at Liberty Stores will help in increasing sales and

providing remote customer service.

The services such as convenient returns. We will be setting up best-run

stores comprehensively to train the employees on how to treat customers
and provide superior service to keep them coming back.

The following questions will be addressed in terms of customer service:

How are customers greeted when they enter the store?

Is there a familiarity with repeat customers?

Is personal service offered? At what point?

If the store doesn’t have what the customer wants, how does the store
handle that? Is it willing to say who else might have the item?
CUSTOMER SERVICE FUNCTIONS

Does the store offer helpful guidance, after really listening to the customer?

Is loyalty rewarded, such as through loyalty programs?

If the customer has a problem or concern, how does the store handle it?

Returns and refunds are another vital area of customer service.

A store buys faith and loyalty with customers when it handles returns easily
and without hassle.

Customers want to know that if they make a mistake with a purchase, the
store won’t penalize them.

Stores should also carefully track returns to understand patterns and resolve
problems. Technology makes this process easier.

CUSTOMER SERVICE FUNCTIONS AT LIBERTY STORE:

Since we understand the values of a loyal costumer, hence the company will
follow the GUEST model for their customers where

G = Greet
U = Understand the need
E = Explain the product features
S = Suggest
T = Thank

In Liberty store, customers will be greeted by the staff when they enter the
store by saying “NAMASTE”. After the need of the customer is identified and
the product features are explained to them. If the customer looks confused or
any other doubt then the floor staff will suggest them for trial. Once the deal
will be closed they will be thanked cheerfully and customers would be
requested to visit again.
CASH, FRAUD, AND INTERNAL
CONTROL AND FUNCTIONS
HANDLING CASH AND CREDIT:

In Liberty store we will be providing Good cash and credit handling

requires both good people and a good system to track everything, quickly
discover discrepancies, and keep the store’s finances and inventory on
accurate, solid footing.

Today’s technology often comes in the form of a point of sale (POS) system
that can handle not only daily sales, but also customer management and
inventory.

This will make it easier for us to track and reconcile each day’s sales with
the cash and credit showing in the system.

Still, some stores may compare POS statistics with manual counting or
cross-checking. They also might do surprise counts of cash or inventory
during the day, especially if problems have been occurring.

It will all depend on the size and complexity of the retail operation. In any
case, it’s critical that we maintain accurate figures with cash, credit, and
inventory.

SHOPLIFTING AND FRAUD PREVENTION:

Our Liberty Stores will be devoting significant resources (both people and
technology) to deter shoplifting and fraud.

We will be keeping it behind the scenes so as not to interrupt the customer

experience. Security cameras, monitoring, and product scanners are also
common. Losses from shoplifting and fraud can be significant, including by
organized rings and scams, so stores need to be vigilant and find problems
quickly if they do occur.
CASH, FRAUD, AND INTERNAL
CONTROL AND FUNCTIONS

INTERNAL CONTROLS

Liberty Stores will be developing and maintaining internal controls, or

standard operating procedures, to prevent problems with cash handling,
credit, shoplifting, and fraud.

These controls will help us to prevent money or inventory theft. Liberty

Stores will include cross-checks such as deposit slips for cash and a well-
defined set of authorized functions, so that only a certain level of
employees have access to certain items or parts of the store.

We will also make it important to have different levels of employees sign

off on others’ work, so no one employee can operate in secret. Without
these controls, a store could be at the mercy of theft or fraud by

employees, customers, or suppliers.

SAFETY AND SECURITY

In the Liberty Stores we will try to ensure that our employees and
customers are safe. We will use security guards and security camera
monitoring.

Police calls to stores can be common, depending on the store’s practices.

With liability issues, our stores will be quicker to turn matters over to the
police.
CASH, FRAUD, AND INTERNAL
CONTROL AND FUNCTIONS
In Liberty store we will avoid the above mentioned issues and also in our
Store we follow the following principles and technologies;

The merchandise will not kept or displayed at the entry or exit of the store.

Customers will not allowed to carry more than three clothes at one time to
trial room.

CCTV cameras will be installed on the floor to keep a close watch on the
customers.

In each and every merchandise security tag will be put.

Individuals will be requested to submit their carry bags at the baggage

counter.

Sales representatives have to handle products carefully.

Generator installation is very necessary to avoid black outs.

Expensive products will be kept in closed cabinets.

Security will be maintained. Customers should feel safe inside the store.
PRODUCT INVENTORY
RESPONSIBILITIES
For our Liberty store to get success, we have the products to satisfy the
customers. This is the area of retail operations, inventory management.

In our store we will be giving the best to balance supply and demand for
products in a constant cycle of selling and restocking.

If a product doesn’t move well, it will be replaced with something that

does. If a product will sell well, the store increase its inventory.

It may sound simple, but the quirks of supply and demand makes
inventory management difficult.

Problems in the supply chain can make it hard to get hold of desired
products. A sudden shift in demand, such as a new product will make an
older one less attractive, catch the store by surprise.

These functions fall under inventory management:

ORDERING MERCHANDISE:

In our Liberty Store if the buyers place orders for products, trying to
anticipate the demands of customers. We will try to get the right products
in the right quantities at the right time.

To be efficient and cost-conscious, they don’t want to order too much. In

an automated system, the inventory needs are forecasted, so stock
replenishment is automated.

We will also have another factor to consider that is the merchandise mix.

We will ensure that the customer has a variety of products, sizes, colours,
and other features to choose from, at appropriate price points.
PRODUCT INVENTORY
RESPONSIBILITIES

RECEIVING STOCK:

Liberty Stores will receive shipments from suppliers and distributors. We will
carefully track and record it all, and make sure it’s handled properly and is in
good condition.

USING AN INVENTORY SYSTEM:

In the Liberty store the we have three main types are perpetual inventory,
physical inventory, and combined. With perpetual inventory, the counts are
updated upon each sale.

This is what happens with today’s computerized POS systems. With

physical inventory accounting, the business physically counts its inventory.

With a combined system, both methods are used, where the physical
count provides a cross-check of the computerized system.

PRICING:

Liberty Stores we set the prices and mark the products either physically on
the product or in the computer via the product’s barcode, or both ways.

We reduce the Price based on supply and demand, season, promotions,

and other factors.
PRODUCT INVENTORY
RESPONSIBILITIES

MERCHANDISE HANDLING:

Our Liberty store will includes stocking shelves and displays, moving items for
customers, and shipping items to customers.

MANAGING THE SUPPLY CHAIN:

Liberty Store will operates people manage relationships with suppliers,

distributors and other vendors, and we will make sure products keep
coming to the store for retail sale to customers.

Problems can arise in the supply chain, which can result in bottlenecks,
backorders, or quality issues, and store operations people will handle them
effeciently.

RETAIL ADMINISTRATION
RESPONSIBILITIES
These functions fall under administration another major area of operations. All
the functions will be performed at Liberty Store with efficiency.

MANAGING THE PREMISES:

In Liberty store we will maintain the store in good working order. We will make
sure customers aren’t turned off by inadequate facilities or poor maintenance.

Cleanliness will be maintained at all times so that we do not give our

customers a chance to complain because of littered parking lot, insufficient air
conditioning, or dirty restrooms.

TRAINING OF EMPLOYEES:

In our Liberty Store the employee training is essential and will be given
importance, especially given the frequent turnover in retail jobs.

The employees will be trained in customer service and store procedures, such
as cash handling and internal controls.

MANAGING OF PROMOTIONS AND EVENTS:

In, Liberty Stores we rely on promotions and sales to drive additional business.
We makes sure to perform these at the best of our capabilities.

DATA MANAGEMENT AND USE OF TECHNOLOGY:

This includes streamlining of our store operations with POS systems,

barcoding, and we use of a customer relationship management (CRM)
platform. With smart digital we use customer data, stores can guide targeted
customers toward sales and offers, build their loyalty, and we will provide a
seamless customer service to them, while increasing the store’s bottom line. In
Liberty stores we will also use data to root out bottlenecks and discrepancies,
thereby increasing efficiency and timeliness.
STORE MANAGEMENT
LIBERTY STORES

The final area of responsibility for operations is store operations

management.

The store manager at Liberty Shoes will be in charge of overseeing

employees and ensuring that daily operations run smoothly.

The store manager will be reporting to regional or corporate managers, or

to the owner, and he will be required to implement broad strategies or
directives from them.

However, within the context of the store, the store manager will be the
boss and will be frequently in charge of all aspects of its performance,
including its finances.

Other responsibilities include -

Hiring, firing, training, and managing of employees

Forecasting sales and budgeting

Oversight of inventory and loss prevention

Oversight of all internal controls, such as for cash handling

All aspects of customer service

Internal and external communication

Legal compliance
STORE HIERARCHY

STORE MANAGER

ASSISTANT STORE MANAGER

DEPARTMENT MANAGER

ASST. DEPARTMENT MANAGER

TEAM LEADER

TEAM MEMBER
PERSPECTIVE OF STORE OWNERS,
MANAGERS & STAFF
STORE OWNER

Store owners at Liberty stores will be made to focus on long-term strategy

and business success.

It is their core responsibility to care about the business as much as the

owner of the store does to ensure smooth functioning ,

For this they should work for long hours to make it a success, as many
driven, ambitious owners do.

STORE MANAGER

Store managers will be concerned about success, but from a more tactical
perspective of daily operations.

The store manager will be attempting to achieve its objectives by hiring

and training a team to handle all aspects of store operations.

The store manager will be managing the store and reports to the owner or
higher-level managers on strategic plans. Nonetheless, depending on the
industry, a store manager will be developed or contribute to the overall
strategy.
The owner will be relying heavily on his manager to run the store, including
setting strategy.

STORE STAFF

The focus of store employees, such as sales associates, is typically on the daily
customers they serve. The best employees exhibit a sense of urgency and
accountability.
STANDARD OPERATING
PROCEDURE AND CHECKLIST
FOR STORE OPERATIONS
The Store will work in a way to establish their daily, weekly, and monthly
processes in written standard operating procedures to run smoothly and
efficiently.

Those processes will be paired with checklists to guarantee that they will
follow, by the right person at the right time.

Here are examples:

GENERAL STORE OPENING AND CLOSING

Employees are designated to open and come early to prepare the store for
public use.

The store opens to the public on time, as indicated by signs or lighting.

Employees will begin preparing for the store's closing at a specific hour.

Customers will be informed that the store will be closed at a specific time,
such as thirty minutes before closing and again 10 minutes before closing.

All cash will be counted, reconciled, and double-checked by management

before being locked up.

The person in charge will receives all keys and keep them safely.

The work of opening and closing is will be subjected to review by someone

responsible for it, as needed.
STORE STAFFING

Employees will be interviewed, employed, onboarded, and trained.

Job descriptions are clear and updated regularly to reflect new duties.

Employee evaluations will be conducted regularly, with regular feedback

and follow-up.

Employee work hours will be tracked using a system, which is especially

important while working part-time or overtime.

Compensation will be specified, as well as the timing and method of

distribution for bonuses, such as sales incentives.

CASH MANAGEMENT

Front-end cash procedures ensure the safe handling of cash at the POS.

This includes knowing when and how to take cash back to the office, as
well as reconciling cash and credit against sales.

Back-office cash procedures are typically part of a large accounting

function, ensuring that the store is on track and that internal controls are in
place to prevent loss and pilferage.

This will help in detecting cashier errors or potential fraud.

Customers should be given cash refunds by store policy.

Our store will give a store credit note in some cases.

This is critical to determine as part of cash handling and customer service.

MERCHANDISE HANDLING

Product shipments will be received by a predetermined procedure to

ensure that everything arrives in good condition and the correct quantity.

Route products efficiently to the appropriate location in the store, such as

the shelves, storage, or holding area.

Products will be recorded by entering them into the inventory system.

Damaged goods will be returned following standard operating procedures.

CUSTOMER SERVICE

Customers will be assisted in a consistent manner with the brand.

Customer complaints will be acknowledged and forwarded to the

appropriate person for response and resolution.

Special orders for items that are not regularly outfitted may be possible.

DAILY STORE CHECKLISTS

A disciplined approach will be used to run a store efficiently and smoothly. The
checklists demonstrate the variety of things that customers may judge in a
store and what staff can do to ensure that daily operations run smoothly.

STORE CLEANING CHECKLIST

Every morning, the parking lot will be cleaned and the sidewalk will be
swept.

Empty trash cans outside are not a good first impression for a customer.

Smudge-free windows and glass doors will be cleaned regularly.

Every morning, it is will be ensured that the window display looks good.
 When the lights will be turned on, burned-out bulbs will be replaced as
soon as possible.

When the store closes, the floors will be cleaned, swept, or vacuumed.

Restrooms will be cleaned as frequently as necessary to keep them in good

condition because nothing turns off customers faster than dirty restrooms.

DAILY STORE OPENING CHECKLISTS

Floor personnel will arrive early to prepare the store for public access.

All alarm systems will be activated and the lights will be turned on.

The registers or point-of-sale system are set up for the day.

The cash position is checked.

Employees walk around the store, straightening, cleaning, and

decluttering as needed.

Floor personnel will make a note of any items that are not properly
completed at the previous night's closing.

The temperature or air conditioning is adjusted to ensure the customer's

comfort.

At the start of the day, the front door or gates are unlocked, and any signs
alerting the public that we're open are activated.
DAILY STORE CLOSING CHECKLISTS

Closing procedures will begin at a specific time or when the person in

charge says ok. Customers will leave well before the advertised closing
time.

Customers will be informed that we will be closing soon.

Floor employees will walk the store, straightening, cleaning, and

decluttering as needed.

The opening people rely on this being done correctly.

Shelves are restocked at this time or as needed, but customers are not
affected.

It is ensured that all shelves, racks, and displays are properly stocked and
organized.

Customers frequently fail to return items in the proper order.

All trash cans and disposal boxes have been emptied, and any remaining
materials have been packed in storage areas.

All registers and the POS system will be shut down.

Cash will be counted and reconciled, and payments from sales will be
credited.

All necessary crosschecks will be performed based on authority internal

controls.
THANK YOU