PVS Mall, Meerut Marketcity, Kurla, Mumbai

PHASE 1
Retail marketing
Group 4 - B
Based on the literature of Book by Paco Underhill – Why We Buy
Demographics
 Findings
Ground Floor, Women Section

Women Section
Cons Entry gate and shop division
- No spacing between two aisles - Entry of pantaloons has women section as they are major consumers
- Pricing is not written explicitly - The spacing between aisles is sufficient
- No signboards for clothing category - Different sections of the shop are clearly marked as men, women and
- No signboard or directions for Trial Room kids
Pros - Trial rooms are different for each consumer segment which reduces
- Trial room located at optimal location (middle of the store) but no sign waiting time and ruckus
boards
- TV at the counter
 Findings
First Floor, Men Section

Men Section
Cons
- Signboards not prominent
- No signboards for clothing category, this can seriously impact
sales as men don’t really ask and they are more into hunting
- In the shoes section, there was no mention of shoe size so it
required necessary interaction
Pros
- Sufficient amount of spacing
- Trial Room is available in the middle of store
Mechanics of Shopping
 Findings
Outside Entrance/Exit Mall Entrance/Exit

Pros Cons
- Outlet clearly visible from far - Again no use of windows to
attract customers Billing counter and signboards :
distance
- Only one billing counter in men’s section
Cons
- Clear signage in the peripheral sight of the customers
- Only single entry gate and that
- Billing counter is surrounded with products which comes under
too very small
impulse buying
- Windows do not have attractive
- Dupatta and other impulse buying products are placed near trial
product offerings
rooms
 Findings
Entrance Left Mall Entrance/Exit Mall Entrance/Exit
Corner

Cons – Too congested Pros – The store has Cons – The staircase area Discount boards and planograms
and area being ignored great lighting which is completely empty with - Small and simple discount boards are placed just above the
due to the presence in makes product looks ample space being merchandise
decompression zone good at a glance present to showcase - Sections are allotted to different brands present and the planogram is
products perfectly organised
- Different brand section are tough to differentiate as there is no actual
boundary separating them
Dynamics of Shopping
 Findings
A big screen Less Staff

Pros – The people Cons – There is only 1 Cons – No one available

especially husbands screen in the store to guide. Customers have Bags and staff :
can wait in front of and thus sometimes, to walk a call the staff lot - The staff was more than ready to help in every section
the big TV screen many people stand in to their product location - The signage and impulse buying is totally capitalised in the billing
and thus in turn front of the screen which is a pain point. It waiting line
directly increase blocking the gives a very bad shopping - The stack of carry bags is placed at trial rooms which is perfect but
basket size by wives movement experience and this also at the entry which was totally in the corner and in the blind spot
pushes them not to try
the product at all.
 Findings
No Sitting Area

Pros – It makes the Cons – It makes the

customer go through all customers tired Sitting area and convenience
the products and sometimes and they - Sitting area in the men is relatively more than in female section which
collections in the store leave the store especially basically is completely opposite
when they have to wait - The sitting area is very minimal and only 1-2 seats available in front of
It gives space for easy for others trial rooms
movement in the store - The in-shop carry bags are very convenient as they can be dragged all
over the shop without much inconvenience