Description
This presentation is about retail marketing.
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Retail Grocery Store belonging to Prerna Supermarket Retail Chain No-nonsense grocery store 15 outlets in Chandigarh Modular Model i.e. same layout for all the Stores
Store @ sector 17 Area – 2500 sq. feet Location – Basement of a residential building. Upper market residential and commercial area Centrally Located Income – High income, business class families and joint families Total 16 product classes 55% of SKUs purchased were at eye level Twilight zone was managed well and restrictive
Store @ sector 34 Area – 2500 sq. feet Location – Ground floor of building with good frontage Service roads connecting suburbs with city Located at the outskirts Income – Young service class families and nuclear setup. Total 27 product classes 35% of SKUs purchased were at eye level Twilight zone was not restrictive and customers were lured straight into aisles containing soft drinks, biscuits and ready to
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Situated in the basement of the residential building Sector 17 is the Commercial Area of the city Area Comprises of Business Class Families High Household income of the residents Advantage of being centrally located in the city
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Situated on the ground floor of the building with good frontage Store is on Service Road Located at the outskirts of the city Area comprising of young, service class families Sector is developing fast
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Floor Area of 2500 sq ft Grid Layout Focused on convenience rather than aesthetic Sufficient number of partitions to cross aisles if needed Use of labels to help customers locate the merchandise
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Categorized into Destination, Routine, Convenience and Occasional 27 Product classes for Sector 17 and 16 Product classes for Sector 34 Product Category Leaders, Popular imported brands, Newly introduced brands are placed at the eye level 55% of SKUs purchased at Sector 17 are placed at eye level & 35% for Sector 34
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Management of the twilight zone done well Booth on the left for safekeeping Cash Counter Blocking the exit, forcing customers to move ahead into the aisles Most customers ends making the purchases especially in the biscuit section Tend to move to next aisles for routine products, covering the entire store
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Twilight Zone not as restrictive Customers were lured straight into aisles where soft-drinks, biscuits were stored These aisles are the most crowded area Most of the needs were satisfied by the front two aisles Customers tend to neglect the aisles at the back of the store Plastic and Stationery segment were totally neglected
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Restrictive Twilight Zone Occasional Items are distributed uniformly across the entire store Impulse goods near the check out counter Proper partitions between the aisles
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Site for the Store should not be changed Grid Layout should be continued but with small changes Location of the second exit should be strategic as no customer is using it Sweet Meat Shop near second exit is irrelevant
Changes in the arrangement of the Merchandise:
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Rearrange the merchandise so as to convince the customers to cover the entire store Impulse goods such as stationery items, Small toys etc should be placed near the cash counters to enhance sales. All the occasional items were placed at the end of the store which also affects the sales of some routine goods placed at the end.
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The store was located in a residential building basement The area mainly comprised of business class The customer movements 1 shows the movement of a mother and daughter depicted the habitual buying behaviour.
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Customer movement 2 shows the movement of a old lady. She was a confused buyer . She was also price conscious and an impulsive buyer Customer movement 3 describes the movement of a girl with driver. It seems that she had a list of what exactly she wanted. List driven. She was a confident buyer . Customer movement 4 showed the buyers to budget concious. Customer movement 5 says that they were impulsive buyer Customer movement 6 says that he was a browser.
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Customer movement 7 described the lady to be in list driven and a hurried behaviour was noticed as she was out within 10 min Customer movement 8 shows the movement of
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The store was located at ground floor in residential area. The area comprised of govt service people, retired people and young couples, working class
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The customer movement 1 depicts the customer behaviour to be list driven and hurried Movement 2 describes the customer to be in hurry Movement 3 describes a predecided buying behaviour Movement 4 depicts the habitual buying behaviour
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Movement 5 describes the shoppers to be variety seekers Family buyers Pre decided
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doc_664796593.pptx
This presentation is about retail marketing.
?
? ? ?
Retail Grocery Store belonging to Prerna Supermarket Retail Chain No-nonsense grocery store 15 outlets in Chandigarh Modular Model i.e. same layout for all the Stores
Store @ sector 17 Area – 2500 sq. feet Location – Basement of a residential building. Upper market residential and commercial area Centrally Located Income – High income, business class families and joint families Total 16 product classes 55% of SKUs purchased were at eye level Twilight zone was managed well and restrictive
Store @ sector 34 Area – 2500 sq. feet Location – Ground floor of building with good frontage Service roads connecting suburbs with city Located at the outskirts Income – Young service class families and nuclear setup. Total 27 product classes 35% of SKUs purchased were at eye level Twilight zone was not restrictive and customers were lured straight into aisles containing soft drinks, biscuits and ready to
?
? ? ? ?
Situated in the basement of the residential building Sector 17 is the Commercial Area of the city Area Comprises of Business Class Families High Household income of the residents Advantage of being centrally located in the city
? ? ? ? ?
Situated on the ground floor of the building with good frontage Store is on Service Road Located at the outskirts of the city Area comprising of young, service class families Sector is developing fast
?
?
?
?
?
Floor Area of 2500 sq ft Grid Layout Focused on convenience rather than aesthetic Sufficient number of partitions to cross aisles if needed Use of labels to help customers locate the merchandise
? ? ?
?
Categorized into Destination, Routine, Convenience and Occasional 27 Product classes for Sector 17 and 16 Product classes for Sector 34 Product Category Leaders, Popular imported brands, Newly introduced brands are placed at the eye level 55% of SKUs purchased at Sector 17 are placed at eye level & 35% for Sector 34
?
?
?
?
?
Management of the twilight zone done well Booth on the left for safekeeping Cash Counter Blocking the exit, forcing customers to move ahead into the aisles Most customers ends making the purchases especially in the biscuit section Tend to move to next aisles for routine products, covering the entire store
? ? ? ? ? ?
Twilight Zone not as restrictive Customers were lured straight into aisles where soft-drinks, biscuits were stored These aisles are the most crowded area Most of the needs were satisfied by the front two aisles Customers tend to neglect the aisles at the back of the store Plastic and Stationery segment were totally neglected
? ?
? ?
Restrictive Twilight Zone Occasional Items are distributed uniformly across the entire store Impulse goods near the check out counter Proper partitions between the aisles
? ?
?
?
Site for the Store should not be changed Grid Layout should be continued but with small changes Location of the second exit should be strategic as no customer is using it Sweet Meat Shop near second exit is irrelevant
Changes in the arrangement of the Merchandise:
? ?
?
Rearrange the merchandise so as to convince the customers to cover the entire store Impulse goods such as stationery items, Small toys etc should be placed near the cash counters to enhance sales. All the occasional items were placed at the end of the store which also affects the sales of some routine goods placed at the end.
?
?
?
The store was located in a residential building basement The area mainly comprised of business class The customer movements 1 shows the movement of a mother and daughter depicted the habitual buying behaviour.
?
?
? ? ?
Customer movement 2 shows the movement of a old lady. She was a confused buyer . She was also price conscious and an impulsive buyer Customer movement 3 describes the movement of a girl with driver. It seems that she had a list of what exactly she wanted. List driven. She was a confident buyer . Customer movement 4 showed the buyers to budget concious. Customer movement 5 says that they were impulsive buyer Customer movement 6 says that he was a browser.
?
?
Customer movement 7 described the lady to be in list driven and a hurried behaviour was noticed as she was out within 10 min Customer movement 8 shows the movement of
?
?
The store was located at ground floor in residential area. The area comprised of govt service people, retired people and young couples, working class
?
?
?
?
The customer movement 1 depicts the customer behaviour to be list driven and hurried Movement 2 describes the customer to be in hurry Movement 3 describes a predecided buying behaviour Movement 4 depicts the habitual buying behaviour
?
?
Movement 5 describes the shoppers to be variety seekers Family buyers Pre decided
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doc_664796593.pptx