INC.

5 VISIT
INC 5 shoe corporation started in 1998 by merging Regal shoes and inc.5 shoes dealing in ocaasional
wear shoes, handbags for women and men. They have almost around 300 stores in India.

I visited INC.5 store in South Ex on this Saturday evening. My visit was based on below three points.

- Merchandise Mix
They have 2 floors . Lower floor for mens and first floor for womens. INC.5 store has a
narrow assortment as they sell occasional wear, formal wear and casual shoes.
In Womens
Categories – They had a wide variety of Heels, flats, flip flop, Dress shoes, winter boots ,
Casual sneakers , Handbags, socks . ( 70% formal and party wear , 20 % casual , 10%
handbags)

Brands – INC 5 , Steve Madden, Birkenstocks, Clarks, Heels and buckle London

In Mens
Categories – They had a wide variety of Formal shoes ( brogues, double monks, oxfords,
Derbys, Slipons, casual sneakers, belts, socks. ( 80% formal and party wear , 20 % casual )

Brands – Clarks, Heels and buckles , Florsheim , INC 5 , Steve Madden, Birkenstocks, Clarks,
Atesber, Language, Buckaroo, Paul and Finch.

- SALES

I spent a hour in the store and my projections are based on the number of customers
entered and the bills . As in an hour 60 walkins were there, so I assume that daily walkins
would be around 500 people, and number of bills in an hour was 8, so daily assumed figure
is 70-80 bills with an average bucket value of 4000. However conversion is 13-14% .
Aggregated sales for a month would be 50-60 lacs ( 1.5 lacs per day )

- ObSERVATION

Staff was not fully attentive towards the customer, and also not knowing about different
style types . If they give regular training to their staff and motivate them to be more
attentive towards customers needs .

Many of the articles were not there of the outside brands, stock was incomplete. There
should be more variety.

Also, I feel they gave emphasis on their home brand Inc 5 ( which quality and styles are not
good enough)

They should give more focus on increasing UPT by convincing customers to buy addon
products like accessories.

As per my visit, I feel that there’s a lot of scope for good quality brands which offers modern
and aesthetic styles. For example ( Oceedee)