Subject:
Retail Management
Topic:
Study of retail outlet
Outlet name: Reliance digital (Vashi)
Class:
Marketing C
Submitted to: Prof. Ashwin Kher
Submitted by:
Aarti gupta -
1077
Amruta panigrahi - 1095
Alka singh -
1114
Chairman & M.D: Mr. Mukesh Ambani
CEO: Mr. Brian Bade
Store Manager: Mr. Indra Mani
Departmental Manager
(Home Appliance): Mr. Nanak Singh
Reliance Industry
RELIANC
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RELIANCE
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RELIANCE
RETAIL
RELIANC
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DIGITAL
RELIANCE
TREND
RELIANCE
TIMEOUTC
OME
Reliance
Retail
Industries
RELIANCE
LIVING
RELIANC
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Reliance Digital
Your one stop shop with cutting edge technology for the entire range of household
electronics, appliances, computers, gaming and telecom products brought to you in
a demystifying, enjoyable & experiential ambience supported by the highest
quality of service and value.
Reliance digital is a Stand-alone store which was formed on 23rd October, 2007.
Basically, Stand-alone stores are shopping mall or shopping center which has
satellite buildings located either on the same tract of land or on one abutting it, on
which it is located. Reliance digital follows CDIT format (consumer durable in
technology)
With over 150 international and national brands and over 4000 products at amazing
prices, they have the largest display of models to help you find the right solution
that fits your lifestyle. The range at Reliance Digital spans, Audio and Video
products (TV's, DVD players, Car Audio players), Electronic Musical Instruments
and Digital Cameras, Gaming Consoles and Games, Computers and Peripherals,
Mobile and Fixed line instruments, Durables like, Air Conditioners, Refrigerators,
Water Purifiers, Kitchen and Home Appliances.
At Reliance Digital, you get to touch, try and feel every product before you make
your decision. Their specially designed Experience Zones (for high-end
entertainment systems like home theatres, televisions, home and car music
systems) simulate exact conditions to familiarize customers with their products.
With a vision to generate inclusive growth and prosperity for farmers, vendor
partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a
subsidiary of RIL, was set up to lead Reliance Groups foray into organized retail.
Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an
organisation that caters to millions of customers, thousands of farmers and
vendors. Based on its core growth strategy of backward integration, RRL has made
rapid progress towards building an entire value chain starting from the farmers to
the end consumers.
Reliance Retail continued to expand presence of its value and specialty formats.
During the year, Reliance Retail opened 90 new stores spanning across 'value' and
'specialty' segments. In-store initiatives, wider product choice and value
merchandising enabled the business to achieve robust growth during this period.
Its presence in the optics business is in partnership with Grand Vision. 51 new
stores were added during FY-11 taking the total presence to 100 stores across key
markets in the country. The retail chain offers single brand optical products
including Vision Express frames, lenses, contact lenses, sunglasses, solutions and
accessories.
For the very first time, consumers in India got the opportunity to experience
Hamleys, which is considered to be the world's most wonderful toy shop. The
brand was launched in India with opening up of 2 stores during the year.
iStore by Reliance Digital is a one-stop-shop for all Apple products and services.
There are 17 such stores currently operational. It is the authorized service centre of
Apple.
Across India, Reliance Retail serves over 2.5 million customers every week. Its
loyalty programme, "Reliance One", has the patronage of more than 6.75 million
customers.
Reliance Digital has 40 stores in all over India. One Reliance digitals outlet is in
korum mall at Thane Mumbai. Another outlet is at Vashi Navi Mumbai.
Approximate Financial records
Weekly Sales Approx 85 lacs.
Monthly sales approx 4 cr.
Yearly sales approx 50 60 cr.
Footfalls
Weekends 2000 customers
Weekdays 1000 customers
Reliance digital also receive rents from Kodak and Vodafone, which are located inside
the store
Monthly Rent from Kodak Rs. 75,000
Monthly Rent from Vodafone Rs. 25,000
Reliance
Digital
Operatio
ns
Home
Applianc
e
Washing
machine,
Microwav
e,
Toaster,
Refrigerat
or
Consum
er
Electroni
cs
LCD,
LED,
Home
theate
r,
Camer
a
Support
Informati
on
Technolgy
Lapto
p,
Dekto
p,
Printer
,
Gamin
g
Teleco
m
Wire
phon
esWir
eles
phon
es
Materia
ls
Materi
Custom
al
er
inword
grievian
,
ce
Materi
Custom
al
er
outwo
rd
feedbac
k,
Custom
er
survey,
Custom
er
delivery.
CRM
Commerc
ial
Cash
finance
,
Store
expens
e,
Budget
Organisational Structure of Reliance digital
Store Manager
RMS
( Retail Sales
manager)
Deparmental
manager
Team Leader
Sales Associate
Junior Sale associate
Reliance Digital provides various offers
from time to time.
1. SUMMER CARNIVAL
To enjoy the summer season, RELIANCE DIGITAL has AMAZING offers
for its customers in product categories - AC, Refrigerator,Cameras,Laptops,
HIGH END TVs. Various Finance options are available according to cities.
2. WINdia! India wins, You win!
Reliance Digital gives offers in world cup too. Through the exciting WINdia
card, a customer gets to score runs with every purchase above Rs 7,000/- and
wins instant cash discounts of upto 25%. Customers could win gift vouchers
of upto 75% of the bill value, in case India continued its winning streak in
the Quarter Finals, Semi Finals & the Finals of the World Cup the purchase
were free.
3. Anything and Everything @ Rs 26/
Reliance Digital celebrated Indias Republic Day with its Anything and
everything @ Rs 26/-offer, an excellent opportunity for customers who
were looking out for a product in Consumer Electronics/Home
Appliances and who would like to pay in EMIs. The customer
purchases his favorite product by paying only Rs. 26 and has the
flexibility to pay the balance in easy EMIs.
Reliance Digital offers GIFT CARD to those niche customers who dont
know what to gift or are confused. So its an end of all hassle of deciding
what to gift. This is an all time solution of gifting.
Reliance Digital is backed by Reliance ResQ, the service arm that is available
for support all 7 days and fully geared to provide end to end solutions.For
example, our qualified engineers will visit site (even before you purchase) to
study not just the right AC requirement but the best installation solution and
carry out proper installation that will go well with the dcor of the room where
it is installed. Reliance digital has extended warranty plans which give
customers peace of mind even long after the company warranty period has
expired (so, they are with customers before the purchase, during the purchase
and long after the purchase).
Benefits of ResQ backing are quite a few
SERVICE
VISUAL
MERCHANDI
SING
LOCATION
PERSONAL
SELLING
INTERIOR
DESIGN
RETAIL FORMAT
EXTERIOR
DESIGN
PROMOTIO
NS
LAYOUT
1. Location
PRICING
MERCHAND
ISE
PLANNING
Location is one of the most important parameter of retail industry.
The important aspect of location is finding such a place where Transport
proximity (i.e. Rail- Road proximity) should be available at ease.
Reliance Digital is located nearby Vashi station, the Bus depot is also nearby
and commuters can easily come in the shop, the shop is clearly visible from
outside and very convenient for buyers to reach hare by any medium of
transport whether it is from auto rickshaw, bus and train.
It has a spacious area of 11,563 Sqft .
They have taken this outlet on lease.
They Pay Rs. 41,00,0000 pm as rent for this particular outlet.
They have outsourced their Maintenance department to the agency called
SMS (Sanjay Maintenance Service).
Reliance Digital pay SMS agency Rs. 60,000 Pm for their services.
They dont have their own parking facility.
Though they do have pay & park facility nearby their outlet, which helps
commuters to park their vehicals safely and shop without any tension.
2. Interior design
Reliance digital has a standard format which is followed by them in all their
outlets.
Flooring: they have anti-slipping tiles which is been cleaned once in every
month by ( Eureka Forbes )
It has fully centralized air condition.
It has plain ceilings.
They have white focus lights used in the outlet.
The Walls colour were light cream colours.
Background music : They have collection of Hollywood & bollywood
copyrights which are played in the store.
Handicap people can easily enter the store from back of the outlet they have
made a slope by keeping in mind the differently abled people.
There are separate washrooms for customer and staff.
Drinking water facility: They have kent purifier uv +ro kept inside Reliance
Digital for the customers
Sections in reliance digital:
a) While entering the store the first section is of camera section, the reason
for keeping this section at the start is because it is a fast moving product.
b) Next is laptop section, it is basically customer oriented.
c) Next is mobile section which is in centre of the store, it is kept at centre
because it is the most attractive section and it should be visible from
everywhere.
d) Next is home appliance which is to the left of the store.
e) Next is consumer electronics which is to the right of the store.
Planogram
A Planogram is structure followed by Reliance Digital which allows planning of
the arrangement of merchandise on a given fixture configuration to support sales
through proper placement of merchandise by Style, Option, Size, Price points, etc.
It also enables a chain of stores to have the same merchandise displayed in a
coherent and similar manner across the chain.
The main purpose is to support ease of applicability to the merchandiser while also
increasing selection & enhancing the merchandise display in a neat and organized
manner.
3. Exterior design
They have an attractive Signboard which is in red & blue color and made up
of glass.
The sign board portrays good image of the store and is appropriate and goes
well with the stores image.
The Outer Walls of the outlet is fully made up of glass.
There are always two security guards at the door.
The entry and exit is both in the same dimension and the doors are made of
glass.
They have a small parking place inside the compound of their building
where 3-4 cars can only be parked and there is one more security guard
located there for opening the gate.
4. Merchandising planning
Reliance Digital follows Auto indent, it is a system which includes stock
keeping units (SKU) and distribution centre (DC)
This system helps keeping appropriate record of inventory and makes easy
availability of the required stock.
There are two types of product delivery
a) Grab & go: It consist products like mobile, printers, laptops etc. when a
product is sold out then it is replaced by Distribution Centre.
If the product is mobile then it is replaced directly from vendor.
b) Distribution centre delivery: All the heavy products like washing
machines, refrigerators, air conditioners etc are replaced directly from
Distribution centre within 7 days which is located in Bhiwandi
The required orders are replaced on every Saturday and Wednesday.
There is an opportunity loss if the following criterias are not fulfilled:
a) When a customer asks for a product which is not available,
b) When competitors offer is better than our offer,
c) Product is in display but out of stock ,
d) When it is not possible to deliver the product in any particular area.
Daily report is maintained on opportunity loss so as to improve on achieving
the targets.
They set their targets every month and try to achieve those targets on weekly
and daily basis.
They have briefing sessions twice in a day which helps motivate employees
towards the targeted goals and keep them focused.
5. Pricing
Price is generally based on competitors price.
Psychological pricing: These kind of pricing are offered to show that the
price is low but actually it is same. For eg. 2999, 3999, 4999.
Combo product pricing: Two or three products are clubbed together and
offered at a certain price.
Shelf edge label: Discount price and MRP both are labeled on the product.
Price guarantee: If a customer gets better price than offered in Reliance
Digital within 15 days of purchasing, than the product can be returned to the
store.
If certain products are not sold out within their age limit, then Reliance
Digital offers them with low price or discount offers so that the products
move out.
There is also Bulk Out done when any product is not sold after giving
discounts then extra discount is given on the already discounted product so
as to move out that particular product.
6. Layout
Display and walking area: There is 1.5 tiles distance between display and
walking area.
Storage area: It is based on second floor and there are two back stores.
a) Back store 1: It contains portable products.
b) Back store 2: It contains big products like home theatres, washing
machines etc
7. Promotions
Advertisement is done on newspapers like Times of India.
Television advertisement is carried on Star news, Zee news, Marathi news
channel and most of the South Indian channels.
There are various promotional activities throughout the year like summer
carnival, republic day offer, independence day offer, world cup offer etc
8. Personal selling
The sales associates in reliance digital attend their customers and provide
them with every help possible in selecting the product and finally purchasing
it.
There are several sales associates in reliance digital and they carry their job
efficiently.
Customers are generally of upper level and thus the expected service is
provided by Reliance Digital.
9. Service
Reliance digital is the only authorized service centre of Apple.
Reliance digital has its own service brand named as Res Q which is opened
365 days.
Pre service: Pre service is provided to the customer before they purchase the
product. A person from reliance digital visits to the customers place to assist
in deciding the appropriate product. For eg. Air condition size to be
purchased according to the room size and also the place to fit it.
Post service: After sale service is available.
10. Visual Merchandising
Visual merchandising is the activity of promoting the sale of goods,
especially by their presentation in retail outlets.
Visual merchandising is one of the final stages in trying to set out a store in a way
that customers will find attractive and appealing and it should follow and reflect
the principles that underpin the stores image. Visual merchandising is the way one
displays 'goods for sale' in the most attractive manner with the end purpose of
making a sale. "If it does not sell, it is not visual merchandising."
On every section there is a board written how to buy a particular product.
If a product is not sold out even after various discounts are offered than it is
the duty of the V.M to locate the product in such a way that it is attracted to
any customers.
