GAPS

1. The e-com platforms like Bazar, Jugnu, Dastgyr, Retailo are penetrating into the retail market and occupying the
customers. The customers towards the more discounted packages and prices over one platform.
2. As per the market analysis Shangrila lacks in strong incentive program, compared to the competition. The
competition is playing around more customer engagement programs.
3. Merchandising plays a big role in any organization. It is an opportunity for Shangrilla to come up with Perfect
Store Program to increase it s availability, visibility and accessibility.
RECOMMENDATION
PERFECT STORE PROGRAM SHANGRILLA
Firstly we need to categorize the GT Channel. The GT channel will be divided into the following parts

 Silver
 Gold
 Platinum / Mini mart
SILVER : These are those stores where we can get minimum one shelf and maximum two shelves.
GOLD: Here we can get around minimum from three to four shelves

Platinum: In this type of store we can get around 5 or more shelves for the window.

WINDOW
A window is a concept of category dressing in GT stores in which Shangrilla’s MSLs will be kept and will be visible to
the shopper. The category dressing or the Windows will have a certain CTA’s that will attract the shopper and the
consumer. It will ne the duty of the entire sales team to make sure that the stock is always available in the window and
there are no stock shortages.
In order to get the windows on the retailer’s shop. It can be done through two different plans:

 Fixed Percentage Rents

 Incentivized Percentage

Fixed Percentage Rent: For the category dressing, a certain percentage of rent will be provided to the retailer so that
the retailer can lock its shelf spaces for the company for developing category window. The percentage will be on-invoice.

Incentivized Percentage: Moreover, Incentives will be offered to the retailer to keep the stock at the backend and on
the window. It will help in increasing the average order value size and will also increase the line per order which will
effectively increase the range of product of Shangrilla in the shop. The incentivized percentage will be off invoice and will
be provided to the retailer based on his performance through out the month.

There will be certain KPI’s to monitor the effectiveness of these plans:

 RTR – Rental to Revenue

 Share of Shelf