STORE OPERATIONS OF GLOBUS RETAIL STORE IN CHENNAI [T.NAGAR]
FASHION INDUSTRY INTERNSHIP TRAINING REPORT Submitted by
VASANTH .G – MFM/11/1847 BATCH 2011-2013
MASTER OF FASHION MANAGEMENT DEPARTMENT OF FASHION MANAGEMENT STUDIES NATIONAL INSTITUTE OF FASHION TECHNOLOGY CHENNAI
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DECLARATION
I hereby declare that this internship project report is my original work. Any direct references from any secondary data and sources have been duly acknowledged. If found otherwise my project would render itself null and void.
PLACE: Chennai
Date: 24-08-12
VASANTH G SEMESTER III MASTERS OF FASHION MANAGEMENT NIFT, CHENNAI
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CERTIFICATE
This is to certify that Mr. Vasanth G has completed his summer internship project in Globus Retail Private Limited, Chennai (T.Nagar) and has submitted an internship report of the project undertaken for the partial fulfillment of degree of Masters of Fashion Management under Mrs.Sasi Rekha .This is solely used for academic purpose and has not been shared with any other institute or organization.
Mrs. Sasi Rekha Project Mentor Department of Fashion Management Studies NIFT, Chennai
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ACKNOWLEDGMENT
I express my immense gratitude to all the members of Globus Retail Store, T.Nagar for extending their guidance and support to me for my internship project. It was indeed an honour to be associated with a respectable company like Globus I take the opportunity to express my sincere gratitude Mr. Gowthaman.T (Store Manager), project mentor whose invaluable insights and support helped me in the completion of the project. I would also like to thank Mr. Vijay (HR) for his time and the direction which he gave to the project. I would also like to thank Mrs.Sasi Rekha, for her expert guidance throughout the project. I am grateful to all of them for providing a favorable learning environment.
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TABLE OF CONTENTS S.NO. LIST OF TABLES LIST OF FIGURES PARTICULARS PAGE NO. (i) (ii)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
INTRODUCTION OBJECTIVES LITERATURE REVIEW RESEARCH METHODOLOGY GLOBUS –INTRO GLOBUS RETAIL STORE T.NAGAR ORGANISATIONAL STRUCTURE SHOPLIFTING CUSTOMER SERVICE MERCHANDISE INVENTORY MANAGEMENT SALES PROMOTION PERFORMANCE MEASUREMENT RECORD KEEPING VM FINDINGS & SUGGESTIONS LIMITATIONS CONCLUSION REFERENCE ANNEXURE
1 3 4 9 10 17
19 31 33 35 38 41 42 43 45 51
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LIST OF TABLES S.NO. 1 2 3 4 5 6 7 8 Renewal of Globus membership card Card rewards Privileges at a glance Customer ratings Sales promotion Presentation technique Mannequins used. Merchandise Presentation Technique PAGE NO.
15 16 17 35 41 47 47 48
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LIST OF FIGURES S.NO. 1 2 3 4 5 6 GLOBUS F21 LOGO LOCATION OF GLOBUS STORE ORGANISATIONAL STRUCTURE LAYOUT OF MEN?S FLOOR SEMI-ABSTRACT MENNIQUES USED IN MEN?S FLOOR HEADLESS MANNEQUINS USED IN KID?S FLOOR PARTICULARS PAGE NO. 13 20 21 45 49 49
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1. INTRODUCTION: Retail is a very dynamic field. Retailing is the set of business activities that adds values to the products and services sold to the customers. Retailers are the final business in a distribution channel that links manufacturers to consumers. Retailers organize the availability of merchandise on a large scale and supply them to consumers. In the process, they provide the accessibility of location, convenience of timing, information support. Retailing has always played an integral part in economic development. Strong retail activity has brought in great economic and social progress to several nations. Retail activity provides a clear picture of the spending pattern of the customers of a country. The Indian retail sector is highly fragmented with more than 90 per cent of its business being carried out by traditional family run small stores. This provides immense opportunity for large scale retailers to set-up their operations – a slew of organized retail formats like departmental stores, hypermarkets, supermarkets and specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India. Different retail formats are present in the market. Brands or retailers decide the formats based on their products. Brands generally consider three types of retail formats: Exclusive brand outlet, Large format store, Multi brand outlet. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets, according to US consulting group AT Kearney?s report published in June 2010. Some of the benefits of having a striving retail sector are: Access to products, Better merchandise, not having to settle for a second or third choice when shopping, Greater consumer satisfaction and higher levels of service.
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Retailing symbolizes consumerism. Retail scenario keeps changing continuously. The changes in the retail scenario are due to the ? ? ? ? ? changing customer needs, economic development of the nation, falling borders, technological advancement, entrepreneurs
Retailing is a complex business. The complexity in retail is due to number of activities involved. It is about every customer who enters the store and every transaction that the customer gets involved in. Compared to manufacturers, retailers should take much better care of their customers because it is in their store that the customer makes the purchase decision. Therefore maintenance of store and effective store operations is very essential is improving the image and making profit. Retailers have several functions to be performed in the store ? ? ? ? ? ? ? Merchandise management Staff management Inventory management Store design Store layout Promotional offers Customer service
Sales can be achieved only if the necessary retail store operations are done effectively. Therefore the store operations should be well managed to enhance the performance of the store. The tasks of the store are assigned to the store personnel according to their capabilities. Effective performance can be obtained through effective management of merchandise and efficient store personnel.
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2. OBJECTIVES: ? ? To study the store operations of Globus retail store at T.Nagar. To identify the areas of improvement in the store, provide feasible solution and implement the same.
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3. LITERATURE REVIEW Retailing is a „technology-intensive? industry. Successful retailers? now-a-days work closely with their vendors to predict consumer demand shortens lead times, reduce inventory holding and thereby, save on cost. Store Operations enable retailers to make certain dependable implementation of their corporate strategy by all stores and pull through the sales they would have otherwise lost. Store Operations comprise Task Manager, Workforce Manager (for forecasting and preparation labor based on sales forecasts, corporate initiatives, and employee skills and work predilection), Time and Attendance (for time entry, labour tracking, and time costing functionality). Store operations are concerned with maximizing the efficacy of the retailer?s use of resources on a day to day basis. Retail store operation is about converting resources into sales and profits. Store operation aims at maximizing profits by providing a satisfactory experience and effective service to customers by making optimal use of people, space and merchandise. Store operations could be seen from four perspectives namely: Product, Customers, Sales, and Place. The ‘Product’ perspective will include type of merchandise, merchandise planning, merchandise display, etc. ? The ‘Customer’ perspective will include customer service, customer relationship, and customer satisfaction. ? The ‘Sales’ perspective includes selling process, sales promotions, pricing and discounting policies, etc. ? The ‘Place’ perspective will include location, managing space, fixtures and layout design, meeting statutory requirements of the place, etc. Most part of operations at a store level can only be accomplished by detailed planning. Planning of store operations translates into managing customers, manpower, merchandise, space, fixtures, promotions, statutory licensing and permissions from government agencies, taxes, etc. The other dimension of retail operation is about managing exceptions. This involves things like managing the store during tough weather conditions, providing medical help as first aid to customers who might get un-well in the store, fire-fighting plans etc.
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Managing all aspects of the operations of a retail store is must to ensure maximum sales and high profit. Retail Store Operation impression is one of the most noteworthy constituent of integrated planning. Although the retail environment is a critical constituent of brand communications, many in-store marketing opportunities lack thorough psychoanalysis in key areas such as fulfillment, media value, brand equity metrics, sales lift and by and large ROI. Having a winning vision and approach for the retail business are significant but not adequate to tip the odds entirely in favour of success. Retail works with retailers to illuminate and operationalize the strategies they have to to appreciate their expansion objectives. The aim of the store operation management system: Know accurately what sold best in every department, group and season Track ROI from your ads, mailings, promotions, sales and discounts Store operations include ? ? ? ? ? ? ? ? ? Merchandise management Cash management Sales Loyalty Customer relationship Work force Security Promotions Record keeping
Store administration ? ? ? ? Utilizations of the store personnel Timing of the staff Maintenance of store as per standards Acquire all the licenses needed for operating
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Cleanliness of the store premises Maintenance of the store display Time keeping of store staff Meeting requirements with respect to licenses and permissions as required by the law of the land.
Every retail store has some procedures to be followed to enable effective store operations: Store Atmosphere The store must offer a positive ambience to the customers for them to enjoy their shopping and leave with a smile.
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The store should not give a cluttered look. The products should be properly arranged on the shelves according to their sizes and patterns. Make sure products do not fall off the shelves.
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There should be no foul smell in the store as it irritates the customers. The floor, ceiling, carpet, walls and even the mannequins should not have unwanted spots.
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Never dump unnecessary packing boxes, hangers or clothes in the dressing room. Keep it clean.
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Make sure the customers are well attended. Don?t allow customers to carry eatables inside the store.
Cash Handling
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One of the most important aspects of retailing is cash handling. It is essential for the retailer to track the daily cash flow to calculate the profit and loss of the store.
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Cash Registers, electronic cash management system or an elaborate computerized point of sale (POS) system help the retailer to manage the daily sales and the revenue generated.
Prevent Shoplifting/Safety and Security
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The merchandise should not be displayed at the entry or exit of the store. Do not allow customers to carry more than three dresses at one time to the trial room.
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Install CCTVs and cameras to keep a close watch on the customers. Each and every merchandise should have a security tag. Ask the individuals to submit carry bags at the security. Make sure the sales representative handle the products carefully. Clothes should not have unwanted stains or dust marks as they lose appeal and fail to impress the customers.
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Install a generator for power backup and to avoid unnecessary black outs. Keep expensive products in closed cabinets. Instruct the children not to touch fragile products. The customers should feel safe inside the store.
Customer Service
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Customers are assets of the retail business and the retailer can?t afford to lose even a single customer.
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Greet customers with a smile. Assist them in their shopping. The sales representatives should help the individuals buy merchandise as per their need and pocket.
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The retailer must not oversell his products to the customers. Let them decide on their own.
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Give the individual an honest and correct feedback. If any particular outfit is not looking good on anyone, tell him the truth and suggest him some better options.
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Never compromise on quality of products. Remember one satisfied customer brings five more individuals to the store. Word of mouth plays an important role in Brand Promotion.
Refunds and Returns
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Formulate a concrete refund policy for your store. The store should have fixed timings for exchange of merchandise. Never exchange products in lieu of cash. Never be rude to the customer, instead help him to find something else.
Visual Merchandising
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The position of dummies should be changed frequently. There should be adequate light in the store. Change the burned out lights immediately. Don?t stock unnecessary furniture at the store. Choose light and subtle colors for the walls to set the mood of the walk-ins. Make sure the signage displays all the necessary information about the store and is installed at the right place visible to all.
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The customers should be able to move and shop freely in the store. The retail store should be well ventilated.
Training Program
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The store manager must conduct frequent training programs for the sales representatives, cashier and other team members to motivate them from time to time.
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It is the store manager?s responsibility to update his subordinates with the latest softwares in retail or any other developments in the industry. It is the store manager?s responsibility to collate necessary reports (sales as well as inventory) and send to the head office on a daily basis.
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Inventory and Stock Management
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The retailer must ensure to manage inventory to avoid being “out of stock”. Every retail chain should have its own warehouse to stock the merchandise. Take adequate steps to prevent loss of inventory and stock.
Physical aspects- Retail store appearance and layout. Therefore the physical facilities of the store, the materials and the equipments should physically appeal to the customer. Also the physical aspects should offer convenience to the customers- like the items being easy to find and the movement within the store being easy. The latter has to do with the layout of the store and the arrangement of the items within the store. Personal interaction: This includes employees having knowledge to answer questions, inspiring confidence and willing to respond to customer queries and request; employees being courteous and helpful to the costumers and giving individual attention to the customer. Reliability: The retail store keeps the promises and does the right things. Problem solving: The store?s personnel are able to handle customer?s problems and complaints. Store’s policy: Policies regarding the store operation hours, credit card acceptance, parking facilities and the merchandise quality. Improve marketing efforts Target your marketing efforts based on accurate customer data, including preferences and detailed purchase histories. Easily set up discounts, promotions, and sales to increase customer satisfaction.
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Work with flexible pricing structures to offer special pricing to your best customers. Send targeted mailings with offers and promotions to selected customers. Display up-sells so that associates can mention them.
The in-depth retail knowledge provides one the insight and project execution skill to offer customized solutions in the e-business, CRM, SCM, Technology Infrastructure, ERP, Data Warehousing, Stores Operations Management, Retail Shrink Management, Retail Merchandising and Business Intelligence space.
Book keeping A store is a place that usually buzzes with various kinds of activities every passing day or hour. Therefore it has become essential for the retail shop owners to opt for quality bookkeeping services that help in reducing the probability of errors in their bookkeeping records. Tracking reimbursable expenses, not properly classifying employees, not properly classifying employees, not deducting sales tax, petty cash nonchalance, mis categorization or over categorization should not be forgotten while maintaining records. For a bookkeeper, it?s about keeping track of income and expenses, processing invoices, settling the bank statements and payroll administration. Error free recording of transactions in retail accounting is vital for the success of the business.
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4. RESEARCH METHODOLOGY: The research methodology is descriptive. DATA COLLECTION: Primary data collection • • • General observations were made by working on the floor. Interaction with store employee Interaction with customer service associates, store manager, was done to collect details about the product, promotions, and strategies of the store. Secondary data collection • Referring journals and web sites to understand the importance of retail activities and store operations
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5. GLOBUS Globus is a part of the Rajan Raheja group, Launched in January 1998,. As now it has 37 stores across India. The company opened its first store in 1999 at Indore followed by the launch of its second store in Chennai (T-Nagar). Soon to follow was another in Chennai located in Adyar. The flagship store in Mumbai was opened on 1st November 2001 followed by a swanky new outlet in New Delhi in South Extension .The sixth & seventh stores are in Bangalore in Koramangala & Richmond Road respectively. The Eighth store in Ghaziabad at Shipra Mall followed by the ninth, tenth and eleventh in Kalaghoda, Mumbai, Thane and Ghaziabad, twelfth store at Kanpur and thirteenth store in Ahmedabad & fourteenth store in Lucknow.As of May 2008, Globus has opened its 24th Store in Nagpur. It is a Public Ltd Company as per Companies Act. Mission Achieve customer delight by offering quality products and services through a process of continuous innovation and adaptation. Build a dynamic team of committed and passionate employees through sustained learning and grooming .Develop mutually beneficial relationships with our business partners. Employ cost-effective processes and thereby create a strong organization. Infrastructure Globus Stores Pvt. Ltd. was formed to contribute to the revolution sweeping the Indian retail industry. Globus promises to bring about a perceptible change in the way apparel and lifestyle retailing is carried out. Towards this end, we have brought in modern international technology and made heavy investments in investing and acquiring the best, tried and tested processes and procedures of operation. Future Globus combines state-of-the-art international information technology, the highest quality of human resources and sustained financial commitment to realize its long term
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vision. We are rapidly expanding and our target is to have an additional 100 fashion stores by the end of 2017. 5.1 Globus Brands 5.1.1 Globus - Youth Fashion Brand
FIG.1. GLOBUS & F21 LOGO Globus aspires to be „the? iconic youth fashion brand in the country. Globus is a complete fashion brand – it?s the apparel brand and the destination brand. Three words which capture the spirit of the youth – vibrant, maverick and expressive. Globus is exactly that…our vibrant and maverick designs are not just setting fashion trends but more importantly helping our customers express themselves.
The entire fashion range comprises of apparel for men, women, kids and accessories at amazing prices. The range spans across usage occasions – work wear, campus wear, club and lounge dressing and genres Western, Indian and mix-n-match. A well researched sizing ensures a good fit for the Indian silhouettes. 5.1.2 F21- Eye candy fashion F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 – the edgy fashion brand – is designed to appeal to the more experimentative and adventurous consumers who seek cutting edge fashion. Styling and fabric innovations help F21 offer
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high end fashion at prices which are affordable for the young consumers. From everyday casual occasions to club wear, F21 promises consumers attention unlimited. 5.1.3 F-16 With existing categories like western wear, Indian wear, fusion wear both both men and women, Globus has a new category, F-16 for the teens between the age group 16-19 and a premium range that will cater to customers above the age of 23 years. “We do have collection in the premium range but that is limited. So we will introduce a special range of garments that will be priced at an average of Rs. 2500. The collection for the teens will be affordable and will be averagely priced at Rs. 400. The Globus Design Hub: The heart of our business lies in this creative workplace of our organization named Globus Design Hub. It has been recently launched in July?07 in Andheri-Mumbai and is at its early stages to becoming the leading design talent floor. It is the most well equipped design studio in India in current times. Globus Privilege Club A one-time purchase of Rs. 500 gives you access to the Globus Privilege Club through the Globus Temporary card. Accumulate purchases worth Rs. 2,000 in three months and get the most sought-after Globus Silver Card. The Globus Silver Card can also be obtained by paying a nominal fee of Rs. 150 Gold Card Make a distinctive statement with The Globus Gold Card. You can upgrade to Globus Gold Card by accumulating shopping worth Rs. 15,000 in a year and get truly exclusive Benefits and Privileges.
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Renewal of Globus Privilege Club Membership
Cards
Purchase of goods worth (Rs.)
Validity (Months) Automatic renewal on Upgrade to Globus Silver
Temporary
500
3
Card on cumulative purchase of `2,000 in 3 months Cumulative purchase of
Silver
2,000
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`10,000 in 24 months Cumulative purchase of
Gold
15,000
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`15,000 in 12 months
Table 1. Renewal of Globus Privilege Club Membership
With Globus Privilege Club earning rewards is simple and easy. As you accumulate purchases you will earn Globus Gift Vouchers (GV)
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Card Rewards and Privileges
Cumulative Purchase 5,000/10,000/15,000/25,000/50,000/1,00,000/-
Purchase of goods worth (Rs.) GV worth 100/GV worth 100/GV worth 150/GV worth 300/GV worth 650/GV worth 2000/-
Table 2. Card Rewards and Privileges
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Privileges at a Glance
Privileges Validity at all Globus Stores New product launch privileges Birthday Discount* Exclusive shopping day for end of season sale Regular Updates: Sale & In Store Promotion Automatic membership renewal Special tie-ups Free home delivery of altered merchandise Reserved car parking Special counters Complimentary soft drinks Free card in case of loss/damage
Silver Card Yes Yes Yes Yes Yes Yes Yes -
Gold Card Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Table 3. Privileges at a Glance Card Usage Norms
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Validate your card by signing on the reverse as soon as it is received. Usage of the card indicates acceptance of terms and conditions of the Globus Privilege Club Membership.
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Flash your Globus Privilege Club card for availing of benefits at Globus or our program partners.
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Globus Privilege Club Cards are not Credit Cards and remain the property of Globus at all times and must be produced/ returned on request.
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All rights to ownership and usage of the Card rest with Globus. Report loss of Card at our Customer Service Desk. Duplicate Cards will be issued at a nominal cost of 100
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Inform of any change in your address/ telephone numbers/e-mail at the Customer Service Desk.
Conditions
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Globus Privilege Club membership is open to individuals above 18 years of age. In case the applicant fails to achieve the required purchases within the validity period, the total purchases will not be carried forward to the next period.
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Globus reserved the right to refuse Globus Privilege Club membership to any applicant without assigning any reason.
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Usage of the Globus Privilege Club Cards indicates the acceptance of all the terms and conditions, which are subject to revision from time to time by Globus.
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Globus Privilege Club Cards are non-transferable and can be used only by the member whose signature appears on the signature panel on the reverse of the card. Any Globus employee has the right to verify member?s signature and to ascertain the identity of the member. Benefits may be refused and the card be taken back if a non-member is found using the card.
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Globus reserves the right to revise the terms and conditions as well as the rules and regulations of this programme without prior notice.
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Benefits available through programme partners may change from time to time or be withdrawn without prior intimation. Globus will not be responsible for any liabilities arising from such situations or from use of such offers. It is advisable to check with our programme partners, validity of the scheme prior to participating in the same.
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Globus reserves the right to use the Globus Privilege Club membership data for the purpose of marketing or communication for enhancement of the programme.
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Any disputes arising under this programme are subject to Mumbai Jurisdiction.
Gift Voucher Make gifting simple with Globus. Gift your near and dear ones a Globus gift voucher, available in many flexible denominations. When you give someone Globus Gift Vouchers you give them exactly what they want. When it comes to birthdays, anniversaries and special celebrations, this is one gift that's guaranteed to please. Globus Gift Vouchers are redeemable against any purchase made in the store. There is no charge/tax on purchase of gift vouchers. For instance; if you want to buy gift vouchers for Rs.1001, you need to tender Rs.1001 only and you can buy anything worth Rs.1001 from any Globus store. Globus Gift Vouchers are available in denominations of Rs.101, Rs.251, Rs.501 & Rs.1001. However, you can also decide on your own denomination. Just contact the service desk at any Globus Stores and give the most thoughtful gift of all. For corporate/bulk inquiries contact [email protected] NOTE: At time of issue of gift voucher you cannot make a new member, only at time of redemption of gift voucher this is possible Customer Service Desk Customer Service Desk is in the billing counter. The premium role of Customer Service Desk is issuing Membership card and its deals with customer enquiries like the following ? ? ? ? Membership points missing. Extending Gift Voucher validity period. Birthday discount in advance. Change in name or DOB in customer ID.
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6. GLOBUS RETAIL STORE [T.Nagar]
Store format Location Total Area Basement Floor Ground Floor Mezzanine Floor
: Multi Brand Outlet : T.Nagar : 23,600 sq. ft : 8,900 sq. ft [Men?s Floor] : 11,100 sq. ft [Women?s Floor] : 3,600 sq. ft [Sportswear and Kid?s Floor]
Fig.2. Location of Globus store in T.Nagar
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7. ORGANIZATIONAL STRUCTURE
Fig. 3. ORGANISATIONAL STRUCTURE
In a store, the housekeeping staff, customer service associates, security guards report to the store manager regarding any complaints, problems or needs. The store manager is responsible to report problems to the business development manager. The store manager should train the customer service associates regarding customer reception,
communication, dress code, timing, responsibilities, targets and several other aspects. The duties of each and every customer service associates are explained to them by the store manager. The store manager also trains the housekeeping staff. The store manager should send the daily sales report to the head office every morning. The daily sales report (DSR) consists of the sales report, number of customer, number of pieces sold, style number sold, cash and credit payment details. The business development manager monitors the store and the employees. The BDM checks the attendance of the staff, their performance and commitment. The BDM is also responsible for maintaining the customer data base and referring the same as and when needed. The BDM decides the promotions, placement of signage for effective visibility, manages the customer data base. The business development manager monitors the system, make required changes, and motivate employees. The business development
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manager arranges for tie-ups with the nearby stores to increase awareness of the store and promotion.
7.1 Senior Sales Associate Reporting Manager: Supervisor Required Skills ? ? ? ? ? Excellent communication & Interpersonal Skills Good analytical skills Good product knowledge Ability to handle stress Good team player
Role of Senior Sales Associates ? ? ? ? ? ? ? ? ? ? ? ? ? Keeping the sections properly stocked Ensuring VM guidelines are met Ensuring required color blocking Ensuring merchandise with proper security tags on display Keeping floor clear of any boxes, merchandise, hangers etc at all times Ensuring FAB explained to all team members on the floor Ensuring achievement of sales targets of self and team Ensuring customer delight on the floor Ensuring excellent product knowledge before selling product to the customer Ensuring work environment conductive for both male and female coworkers Ensuring learning from the training programs is used on the floor Communicating any training requirement to the supervisor, Department Manager, Assistant store Manager or store Manager Ensuring no pilferage or shrinkage on the floor
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7.2 Department Manager
Reporting Manager: Store Manager Role of Department Manager Department Manager on daily basis he/she has to check whether the following standards and parameters are achieved. Department Standards ? ? ? ? ? ? Must greet every customer Must discuss an in-depth promotion Must attempt to add 0n with every sales Must take customer contact details Must thank every customer & invite them to visit the store again Every privilege customers card need to be checked and inform about the amount that can de redeemed Target Vs Achievement ? ? ? ? ? ? ? Staff aware of the target for the day Staff is given weekly target Weekly performance posted on productivity board Coaching is delivered weekly Sales associate receiving appropriate levels of positive/negative feedback Sales goals and statistics are posted Training is on going
Globus sales standards ? ? ? ? Sales associate are well groomed & properly attired All customers greeted promptly Follow ups with alterations/home delivery done Product knowledge is tested & reviewed for staff
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Visual ? ? ? ? ? ? ? ? ? Is the current theme applied in each section The walls are arranged Cabinets and cases are checked On the floor fixtures are clean Signage?s are in place Windows checked for garments up clean and signage?s Focal tables are properly organized Cash counters are in order Promotions are well communicated across
Merchandising ? ? ? ? Replenishments are done All products are carrying price & security tags All mark down products are displayed separately with price points Inventory levels reviewed in each section
7.3 Role of Store manager: ? ? ? ? ? ? ? ? ? Make the CSA aware of their monthly target Effective maintenance of cash and credit receipts Monitor the activities of the store Store manager should also be a customer service associate Check if the lights, air conditioning are working well, if not then call to the respective person and request them to repair. Right type of manpower so as to provide satisfactory service to customers. Proper merchandise is stocked and managed as per policy of the store. Merchandise is displayed suitably by making use of right fixtures and space. Store lay-out and display is maintained as per the design provided by the Head office.
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Store operational expenses are managed well in order to achieve a profitable operation.
7.4 Role of CLP personnel ? ? ? ? ? ? ? ? ?
The CLP person has to greet the customer and ask him to fill the application form and inform customer to write his address in detail. Enter the data from form into the system and print the card for the customer. Enter initial purchase of the customer and file application form properly Check every 2 days if the initial purchase entries he has done right or wrong Need to check customer purchase and inform customers who come to the help desk Needs to redeem customer purchase and issue gift after entering them in CLP software and POS machine. Needs to make sure gifts er displayed so that customer can see what they get at the tiem of redemption Maintain stock of CLP gifts Maintain stock of CLP stationary [silver, gold card, brochures, etx]
7.5 Audit Checklist Audition is done once in a month. The authorized person has to make sure the following standards are achieved.
Store outlook/façade ? ? ? ? ? All external store signages are well lit with no fused bulbs Window panes/glass frontage/glazing is neat and clean No visible trash anywhere around the outside Is the paint in good condition or is it in need of repair What can be done, if anything, to improve the façade and make it more impactful.
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External windows ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Are the windows are well lit and bright, with lights being focused on mannequins/visuals/props Are there any fused bulbs Are the visuals used current, clean and undamaged. In case of backlits, are they well lit and without any dark areas Are the mannequins looking presentable and done up with current promo/story Are there are any damages, like broken limbs, damaged hair and/or chipped paint Have the security pins been removed from the garments on the mannequins Are the garments steamed Do they all have talkers Are the podiums/floorings in good condition and clean Are the other props used in the window complementing the whole story Are the props in good condition with no damage/dust etc Is the front glass/steel frame of the window clean Are the walls / ceiling well maintained [paint jobs, wallpapers etc] Does the VM manager have a window charging cloth to cover window while changing Are the windows as per specifications from corporate VM team
Internal displays ? ? ? ? ? ? Are the mannequins in good condition, with no damage/dust Are they reflecting the brand image well Are the garments steamed Have the security pins removed Are the mannequins bases in good condition are the mannequins changed regularly Is there enough lighting focus on the mannequins
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Visuals ? ? ? Are the visuals being used for the current section Are they are in perfect condition, with no torn or damaged areas/corners Are there any empty walls where additional visuals could be placed to make the shop look better
Fitting rooms ? ? ? ? ? ? ? ? ? ? ? ? Are the fitting rooms free of any garments and hangers etc Are the mirrors are clean and spotless Are the lights in good working condition Is the paint job fresh and clean, on the walls and doors as well as the skirting at the bottom Are there frames on the backside of the doors and if so, do they have some sort of POS in them Is the POS behind the doors current or out-of-date Is there air circulation in the fitting room If there is fan, is it clean Are all the AC grills, clean and dust free Is there a handle on the outside and a handle as well as hooks on the inside Is there any sort of seating arrangement for the customers in the fitting rooms, like a stool, etc Is there a schedule to service the fitting rooms
Fixtures ? ? ? ? Are the fixtures all in good condition, with no visible damages Are they clean and free of dust Is the right fixture in right section Are the sections laid out in such a manner as to allow free movement of customers
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Are the excess fittings like 4 way are being used absolutely necessary or can they be removed
Cash counters ? ? ? ? ? ? ? ? Are the POS machines in working order Is the back of the cash counter neat and tidy Is the cash counter serviced properly and regularly like carry bags, shopping bags, hanger removal etc Are there customer suggestion books available Has all the comments received till yesterday is recorded and send If queue managers are used, are they in good condition Are the cash counters well lit Are the cashiers well groomed and courteous to the customers
Lighting systems ? ? Are all the ceiling lights in working order Are the lights being focused in the correct manner, highlighting areas where required
In-store music ? ? ? ? ? The music should be as per the instruction In-store music should be upbeat and help create a “BUZZ” Is the volume of the music played is appropriate Is the in store announcement happening at regular interval Is the programming appropriate
Maintenance and housekeeping ? ? ? Start with the entrance and work ypur way back Is the paint job looking fresh and clean Are there any walls, doors damaged
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? ? ? ?
Are the flooring tiles clean and shiny/and polished Are carpeted floors clean Are the A/C grills/ fans/ filters are cleaned every 15 days Are all the mirrors in good condition and clean
Merchandising and stocks ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Is the merchandising looking attractive, with appropriate color blocking Is there good color theme flow from wall to floor Are the prominent areas carrying the main color of the season Are the theme signs being followed Are the revised prices bold and clear yet tasteful Are there any empty spaces not utilized properly and look empty Are the garments on the mannequins nearby for easy availability to the customers Are the size sets complete Is there hanger discipline on every arm [same hangers] Is there a size sticker in specific areas like men?s formal and denims Are the garments arranged sizes wise in each pile Is the steaming complete For ties and trousers, are they all hanging at the same level Are the belts sizes wise Is the accessories section well merchandised, with clear color blocking Are there any wrong garment combinations on the floor Are the promo tables being utilized properly, with enough garments stacked high Are there any other improvements that can be made as far as merchandising\
Staff grooming and discipline ? ? ? Are all the staff members in well pressed uniform, right footwear and with name badges Is everyone well groomed Are they smiling to customers
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? ? ?
Are they following non negotiable standards Are they following rotation log and recording loss of sales Is there a schedule for tea timing, breaks, etc
Customer service ? ? ? ? ? ? ? Is there an announcement in place during peak hours are the shopping bags placed in strategic locations around the shop for customer convenience Are the shopping bag bins neatly arranged and filled Is the staff offering shopping bags to customers Is there customer request register is followed regularly Are the globus privilege cards available in appropriate holders at the cash counter or other strategic location Are they being offered to the customers Is there a customer database being maintained
Amenities ? ? ? ? ? Is there enough seating available to the customer Is the toilet well maintained and free of foul smell Does it have a hand soap/toilet paper / hand towels / air dryer Does the staff have lockers available where they can store their personal items Is the pantry area of acceptable standard, with appropriate tables and chairs
Back store ? ? ? ? Is the back store properly organized with garments stacked on shelves and not in plastic bags Is there a back stock bay available Is the supply chain in charge familiar with every corner of the back stock Do random checks on occasion to ensure replenishments are being done on a regular basis
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?
Are the non-merchandise items stacked properly in the back store instead of just thrown around
Retail checks ? ? ? Does the store follow the checklists Is the check list are followed as per frequency suggested Is this store manager checking all its retail checks
Administration ? ? ? ? ? ? ? ? Daily sale report updated Petty cash accounted for regularly Daily cash collection report as per company policy Discount coupons handled properly & register maintained regularly Audit or surprise checks done regularly Filling of papers done regularly Maintenance of tax/telephone/Xerox machines regular All shortage/excess accounted for
Staff rooms and toilets ? ? ? ? ? ? Area clean & neat, dustbins are cleaned regularly Toilets are clean Basic toiletries are available Water dispenser is in working condition No merchandise is lying in tea area Memo/ notice board clear/ updated regularly
Security ? ? All garments have security tags Security system is working at all times
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? ? ? ? ?
Staff alert about security in the shop All minor/ major security incidences maintained in a register and report to be made of every incident to manager Exits are manned as much as possible Customers entering with bags are asked to keep them in designated area Staffs are given a designated area to keep personal belongings at cash counter
Safety & fire ? ? ? ? ? ? ? ? ? ? ? Adequate safety and fire training is given to staff Fire extinguishers serviced regularly Extinguishers should be visible & put in accessible locations First aid box kept in the showroom Hospital numbers available at back office & cash desk Fire sensors / smoke detectors working Safety lights available in case of power failure Emergency lights working in the shop Staff aware lights working in the shop Staff aware of main switches at all times No faculty steamers / electrical gadgets being used
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8. Shoplifting
The Store Manager has to deal with shoplifters. When a customer or employee of the store is detained for shoplifting, then the Store Manager has to escort him to separate area for questioning the suspects. Sales staff or security personnel should not misbehave or manhandle on the floor or any place accessible to the public. If the suspect fails to cooperate then Store Manager shall inform to the police.
The questioning of the suspect only is conducted by Store Manager in the presence of atleast two witnesses. In case the suspect is female, questioning her shall be in presence of two female witnesses [store staff]. In case the suspect is minor, parents or guardians should be informed immediately and Questioning minor is done in the presence of parents. If suspect?s parents are not contactable then the Store Manager should contact the police for questioning the suspect. If the suspect wishes that the police are informed, then the Store Manager should immediately inform the police by filing a FIR. The proof for shoplifting should be handover to the police. The suspect is searched for stolen material, if found any the Store Manager obtain a written confession letter for the shoplifter. Two staff members shall also sign the confession as witnesses. Fund should be demanded from shoplifter as penalty. If the shoplifter does not have sufficient funds to pay the penalty then the shoplifter should be detained till shoplifter?s associate brings necessary funds. A copy of suspects ID card/driving license should be obtained. In absence of any of the above, a photograph may be taken for records. If the shoplifter does not permit a photograph to be taken, the Store Manager has the option of barring the person from entering the store in future. A penalty of two times the value of the goods is obtained. Goods should be handed over to the shoplifter along with a bill for the same. No bill is to be provided for the penalty. A receipt may be given for the penalty received from the shoplifter.
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8.1 Warning Signage: Warning Signage is affixed stating the following ? ? Penal action may be taken against shoplifters. This store is under electronic surveillance.
8.2 Procedure to be followed after releasing the shoplifter: The penalty amount collected from the shoplifter should be immediately deposited with store cashier. After the receipt of the penalty amount, the cashier will account for the same in the book of accounts under the “Miscellaneous Income”.
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9. Customer Service Satisfied and loyal customers are most valuable assets of a company. Hence, their satisfaction level is an extremely critical input, to make day to day course correction and make their services customer focused. Surveys are taken once on every second weekend of the month, from the entries in the store and their assessments will get recorded. Population size of the survey is taken to be 5% of the customer entries or 100 customers during the second weekend of the month whichever is higher. Efforts be made to include maximum number of CLP members, in the Survey sample as they are our long term assets. The various ratings are given below I II III IV V Excellent Very good Good Fair Poor 5 4 3 2 1
Table 4. customer ratings If there is no comment on any of the listed factors, it is taken to be “Satisfactory” for evaluation. Results are considered for gradation of the store. The same is forwarded to the head office. Weak areas be located and preventive measures are taken to strengthen those weak areas. 9.1 Globus Sale standards non negotiable ? ? ? Acknowledge every customer Greet customer with non business opening line Mention atleast one current promotion
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? ?
Suggest a specific additional item with every transaction Thank each and every customer and invite them back.
9.2 Customer Exception Request for Customer Delight: To maintain a good relationship with customers and delight them with a one of a kind service. Customer delight is one of the important factors in customer service. So it has to be carefully assessed and evaluated on customer to customer basis and situations. Store manager has certain right to handle their privilege card customers and angry customers to make shopping at Globus a pleasant experience. Store manager is provided with Rs.5000 per month. It will be used only for resolving customer complaints. Customer complaints shall be considered as below. ? ? Sending bouquets to customers to delight angry customers. Providing Gift Voucher to overcome customers with complaints.
Some customer exception requests are follows ? ? ? ? ? Exchange. Membership points missing. Extending Gift Voucher validity period. Birthday discount in advance. Change in name or DOB in customer ID.
9.3 Defect in product quality
If a product with defects is found, then it has to be sent to quality department in head office. Stitching defects has to be rectified in the store itself.
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Actions to be taken before transferring the merchandise. ? ? ? ? ? ? Write nature of the defect, SKU number, style number on a sticker to paste on the product. A small sticker to be pasted near defective area of garment to identity the defected area. Each product has to be separately packed in plastic bag. An invoice for Rs.0.1 for each garment has to be prepared. NRGP [Non-Returnable Gate Pass] is prepared. DC [Delivery challan] has to be prepared for the same.
Every 1st and 3rd Monday, defective merchandise needs to be sent to head office. If same defects are repeated, operation CLP department shall contact customer who purchased the product asking them to return if they are not satisfied with the product.
In case of National brand product and accessories, then the merchandise to be returned to warehouse through STN [stock transfer note].
9.4 Home delivery of merchandise:
Home delivery of altered garments is done only for Gold card members. If a GOLD CARD member wants his altered garments to be delivered to home, then following steps has to be followed. ? ? ? ? ? After a bill is generated, the alteration slip has to be made for the garment which has to be altered. GOLD CARD NO. Of the customer is to be mentioned in alteration slip to know the address of the customer. These alteration must be taken as priority and finish it. A NRGP [non-returnable gate pass] for these items are made and given to the customer along with the alteration slip. The home delivery assistant must hand over the merchandise and take the original slip form the customer.
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10. Merchandise Brand Availability Floor Basement Area sq. ft 8,900 sq. ft Department Men?s Category Casual Shirt Brands US Polo, Classic Polo, Indian Terrain, Ezio, Z3, Globus, F21 Casual Trouser US Polo, Classic Polo, Indian Terrain, F21
Jeans, Shapes Formal Shirt Globus, Anams, Reid & Taylor, Van Heusen,
Louis Philippe, Arrow Formal Trouser Globus, Reid & Taylor, Van Heusen, Louis Arrow, John Noble,
Philippe, Bonsoir,
John, Players Suits & Blazers Innerwear?s Reid & Taylor, Arrow, Globus, Bonsoir, Shapes Jockey, VIP, Fruit of the loom, Tommy Hilfiger Accessories Ground Floor 11,100 sq. ft Women?s Casual denims, Tops, Innerwear, Footwear, Jewellery Mezzanine 3,600 sq. ft Floor Sportswear Tracks, Shorts, Puma, Tees, Footwear
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Globus, VIP
shirts, Globus, Catwalk. kurta,
Adidas, Panther,
Fila, Fifa,
Black
Globus. Kid?s Shirts, trousers, Denims, Accessories, Tees
10.1 Men’s Formal Shirts Category Brands Anams Reid & Taylor Price Range 1345-1499 1599-2695 Fit Sleek Fit Slim Fit Contempory Fit Classic Fit Van Heusen 1199-1799 Regular Fit 100% organic cotton 70s high density Giza cotton 100% compact cotton 2 Ply Premium Cotton Louis Philippe 1599-2299 Regular Fit 100% cotton 2 Ply Premium Cotton Arrow 999-3699 Regular Fit Slim Fit Premium Cotton 2 ply Premium Cotton Lenin Globus 699-1199 Classic Fit Smart Fit 100% cotton Fabric 100% cotton 100% cotton
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10.2 Men’s Formal Trouser Category Brands Globus Price Range 999-1999 Fit Classic fit Smart fit Reid & Taylor 1599-3195 Classic fit Contemporary fit Van Heusen 1599-1899 Custom Fit 100% Polyester 65% Polyester 35% Viscose 80% Terylene 20% Rayon Louis Philippe 1599-2099 Classic Fit 65% Polyester 35% Viscose 76% Polyester 24% Viscose Polyester viscose Fabric 65% Polyester 35% Viscose
Arrow
1499-2099
Slim fit Smart fit Tapered fit
65% Polyester 35% Viscose 75% Polyester 25% Viscose 80% Polyester 20% Viscose Chino cotton 100% cotton 69% Polyester 25% Viscose 6% Linen
Shapes
1385-1885
Slim fit Custom fit
80% Polyester 20% Viscose
Theme
1345-1645
Slim fit Fitted
80% Polyester 20% Viscose
11. INVENTORY MANAGEMENT: The objective here is to identify the merchandise that customers want, and make it available at the right price, in the right place at the right time. Merchandise Management includes (i) (ii) merchandise planning merchandise purchase, and
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(iii)
merchandise control.
Merchandise planning deals with decisions relating to the breadth and depth of the mix, needed to satisfy target customers to achieve the retailers return on investment. This involves sales forecasting, inventory requirements, decisions regarding gross margins and mark ups etc. Merchandise planning is done for booking orders.. Merchandise Control deals with maintaining the proper level of inventory and protecting it against shrinkage (theft, pilferage etc.).
Replenishment of goods Replenishment of stock is done on a weekly basis. Maintaining proper documentation for goods received and returned from the store Proper receipts of inward and outward flow of goods should be maintained. If merchandise is sent back to the warehouse it is done with proper invoice with the details of the style code and number of pieces. Certain merchandise are sent back to the warehouse ? ? ? Defected merchandise Product without price tag Merchandise at the end of season
Display of merchandise in various sections Merchandise is displayed according to categories and also according to theme. The merchandise arrangement in the store is changed every week to give a new and fresh look. Managing PoS
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Retail Excel's versatile Point of Sale application is intuitive, fast and accurate. It is designed to handle different scenarios in a customer checkout process like multiple tender types, multiple schemes, hold-bill option, bill refund, lay-way bill, issue and redemption of gift vouchers, packing slip generation, customer history recall facility, etc. Retail Excel PoS reduces the time spent by customers at the till thus contributing to their experience. Retail excel helps in managing ? ? ? ? Merchandise Inventory Replenishment Procurement
Retail Excel sets precision control in your organization with multiple authorization levels and helps effective management across organization. The inbuilt audit system helps retailer control pilferage which is a major concern for any retailer. Retail Excel helps to be close to the customers, understand customers? needs, buying pattern etc. Retail excel is designed to address merchandisers? needs; it gives great space to a merchandiser to categorize products, define attributes and track performance across multiple merchandise. Merchandiser can attach unique attributes to every line of business making it sophisticated to manage business effectively. Retail Excel delivers inventory visibility across locations, merchandise types, business lines and attributes. Retail Excel provides accurate inventory status in a store environment against billing done during the day. Relevant information is available to a retailer at his fingertips to ensure the right product is available at the right store, at the right time, for the right price. Retail stock take feature makes a physical stock taking process easy to a retailer and helps him to reconcile stock position between physical and system stock efficiently to achieve highest level of stock accuracy across organization. The advantages of using the retail excel is ? ? Accuracy and control Knowledge about the customers
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Retail Excel sets precision control in your organization with multiple authorization levels and helps effective management across organization. The inbuilt audit system helps retailer control pilferage which is a major concern for any retailer. Retail Excel helps to be close to the customers, understand customers? needs, buying pattern. It helps in retrieving the details of the customers as and when needed. The mobile number is the membership number in Globus store so the data is stored in the database and can be retrieved when needed to check the points accumulated and discounts.
12. Sales promotion Coupons For every purchase of Rs.3000, get a Gift voucher free worth Rs.750
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Premium In-pack Near pack Container Contests Refund & rebates Price Packs Bonus Pack Banded pack offer Nike Buy 2 get 1 free Globus shirts Take 1 get 10% off Take 2 get 15% off Take 3 get 20% off Price deals Flat 899 in Globus Denims Flat 699 in globus formal shirts Price discounts Upto 50% off Flat 50% off Trading stamps Money back offer No No Belts in Lawman Denim Nike Deodorants Cylinder or rectangular box Pay Rs.200 be the one get a two wheeler bike Rs.350000 No
Table 5. Sales Promotion
13. PERFORMANCE MEASUREMENT: Average bill value = total bill value/bills made
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Average bill value as the name goes is the average amount of products that has been purchased. Average number of pieces = total sales quantity/ bills made Average basket size or number of pieces indicates the average quantity that is sold. This is mainly based on number of pieces. It is duty of the store personnel to increase the average number of pieces which is an indication of improvement. Conversion rate = total number of bills/ number of customers Conversion rate is a very important aspect of store performance. It is the conversion of footfalls to sales. Stock to sales ratio Stock to sales ratio indicates the amount of stock procured and amount of products that has been purchased. This is used to evaluate the performance of the store and it also is done on category basis. It is a very important factor to be analyzed to measure the performance of the store.
14. RECORD KEEPING: ? Daily sales report
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The daily sales report is sent to the head office every morning. The daily sales report of the previous day is done during the start of the next day. The daily sales report consists of details about the number of bills made, number of pieces purchased and discount details. ? Customer database Customer database consists of the name, address and phone number. All these details are obtained from the feedback form and also from other Globus stores/ ? Customer feedback The feedback got from the customers is maintained for further reference in the future. ? Customer complaint book The customer complaint book consists of the complaints made by the customers. The complaints are taken to the head office or the franchisee. If the complaint is regarding the product, it is communicated to the head office. If the complaint is regarding the store or store personnel it is taken care of by the store manager or franchisee. ? Alteration book The alteration book consists of the details of the customers, their altered measurements, date of purchase and delivery ? Attendance Attendance register is a must in any store. The store personnel should sign the register with details of in time and out time. The store manager and the business development manager check the attendance register regularly.
Daily sales report: The daily sales report consists of:
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? ? ? ? ? ? ?
Bills made Exchanges made Opening stock Closing stock Cash Card receipts Discounts offered
The daily sales report is done every morning. It includes the bills made, number of customers, group customers, opening stock, closing stock, codes of products sold. The store manager is responsible for sending the daily sales report to the head office every day. Finance report: Finance report includes the total inflow and outflow of cash. Inflow of cash includes the total sales. The total sales is segregated as cash sales and card payment. The card receipts are maintained safely. In case of manual bill, the details are uploaded in to the computer and the bill is also kept safely for future reference. It includes ? ? ? ? Cash Credit card Net sales Total discount
15. Visual Merchandising
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The presentation of the store and its merchandise in ways that can attract the customers is called visual merchandising. Layout
Fig.4. Layout of Basement [Men’s] Floor
Lighting
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Lighting is a very important aspect in store display. Lighting in a store involves more than just illuminating space. Lighting is used to highlight merchandise and capture a mood or feeling that enhances the store image. A good lighting system creates a sense of excitement in the store. Lighting can be of different types: general, accent, task. The types of lighting used in Globus stores are: ? ? General lighting Accent lighting
Circulation areas or aisles are illuminated with general lighting while task lighting is used to highlights the product. General lighting provides an overall level of illumination while the task lighting is focused over the products. During the day time when the customer flow is very less, few lights are switched off since there is sufficient sunlight and all the lights are switched on by evening.
Music The volume is set between in the range of 40 – 50. The music is played thro online from Head Office. Music can be a vital element in a store. It is capable of creating an environment that influences the shopping behavior of the customers. Foreground music is played in the Globus store. Foreground music is suitable for retail outlets. Background music is low in tempo, frequency and volume whereas foreground music builds a positive attitude and creates an active mood. The music played is such that it suits the image of the store and the brand. Music also makes the employees active and energeticVolume plays a vital role in music. The volume of the music played should not be too high or too low. High volume irritates the customers and low volume does not bring out the mood of the song. The volume is maintained at a pleasant level. Scent:
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Buying decisions involve several factors and one such important factor is based on emption and smell has a huge impact on emotions. The first impression that a customer gets on entering the store is the smell, lighting and temperature of the store, only if the first impression is attained, the customer tends to spend time in the store and look at the merchandise patiently and with a good mood. Bad smell irritates the customers and creates a bad image about the store. the scent used in the store is neither very mild nor strong but it is maintained at a pleasant level. Therefore scent also plays a role in improving the image of the store. Fixtures: Fixtures are used to hold and display the merchandise efficiently. The fixtures used are racks, hangers and display tables. New merchandise is placed on the display merchandise. Hangers are used either to display the frontal view of the apparel or the sides are displayed. Generally shirts are hanged in such a way to display to front look of the shirt while the trousers are displayed in side hangers. Fixtures used are as follows ? ? ? ? ? ? ? ? ? ? ? ? ? ? Wall feet Mid and high table Low table Nester table Glass stacking Gondola Pigeon holes 4 way browser 2-way browser S-rail D-rail Mobile rails Step arm Waterfall arm Straight stand arm
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? ? ? ?
U-stand arm Tie stand Capacity fixture [sent it off] Rounder
Presentation technique Brand US Polo Globus, van heusen, Arrow Stasuals, fete Accessories Presentation technique idea oriented presentation Color presentation Tonnage presentation Frontage presentation
Table 6. Presentation technique Mannequins used Types Semi- abstract Leg form Torso form Styrofoam Headless mannequins Merchandise Both men?s & women?s Formal casual shirts & trouser Men?s Denim trousers Men?s & women?s Tees Men?s Tees along with 3/4th Only in Kid?s
Table 7. Mannequins used
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Fig.5. Semi-abstract mannequins used in men’s floor
Fig.6. Headless Mannequins used in Kid’s Floor
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Floor Plans - straight floor plan Globus retail store in T.Nagar uses straight floor plan. It encourages customer to move around the store and encourages to reach the wall feet fixture. Merchandise presentation technique Stacking Men?s formal and casuals Women?s denims Hanging Women?s approximately 90% Men?s formal trousers only Pegging Dumping Shelving Folding Men?s Denim trouser [Levis] Socks Women?s innerwear Women and men?s plain tees
Table 8. Merchandise presentation technique
Fig.7. Pegging presentation technique used for Levi’s Brand
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16. Findings & Suggestions
Findings
Suggestions
Proper size signage are not VM must make sure size signage are placed placed Merchandise without price SA, SSA should do random check for price tags. tag. Sales associate without full Senior sales associate should spend time to educate SA. product knowledge Late coming The feedback is not filled by the customers. Store manager should indulge in person to reduce late comers. Sales Associate should insist customer to fill the feedback register.
Trial rooms without stools
VM or authorized person should make sure all rooms with stools
Damaged bulbs
Authorized person make sure the store with proper bulbs
Lights above the steps are Any problem in the lights should be addressed immediately. flickering The price tag of the product VM person should cut off the price tags on mannequins worn on the mannequins hangs outside. Employees are not aware of the theme and display. Employees should be made aware of the theme so that when a customer asks why certain things are placed they will be able to answer
Table. 9. Findings & suggestions
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LIMITATIONS: ? ? ? End of season sales started in the month of July due to which implementation of the suggestions given were not possible. Sales data was not revealed as it was against the policy of Globus retail store. Photographs were not allowed.
CONCLUSION: The importance of store operations in retailing is clearly understood. The role played by every employee in the store and the contribution to the performance of the store image and brand image is realized. Studying the customer behavior of the store would be a scope to meet the customer needs in an effective way.
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REFERENCE: ? ? www.Globus.in 1st and 2nd semester PPTs
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doc_119923470.docx
FASHION INDUSTRY INTERNSHIP TRAINING REPORT Submitted by
VASANTH .G – MFM/11/1847 BATCH 2011-2013
MASTER OF FASHION MANAGEMENT DEPARTMENT OF FASHION MANAGEMENT STUDIES NATIONAL INSTITUTE OF FASHION TECHNOLOGY CHENNAI
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DECLARATION
I hereby declare that this internship project report is my original work. Any direct references from any secondary data and sources have been duly acknowledged. If found otherwise my project would render itself null and void.
PLACE: Chennai
Date: 24-08-12
VASANTH G SEMESTER III MASTERS OF FASHION MANAGEMENT NIFT, CHENNAI
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CERTIFICATE
This is to certify that Mr. Vasanth G has completed his summer internship project in Globus Retail Private Limited, Chennai (T.Nagar) and has submitted an internship report of the project undertaken for the partial fulfillment of degree of Masters of Fashion Management under Mrs.Sasi Rekha .This is solely used for academic purpose and has not been shared with any other institute or organization.
Mrs. Sasi Rekha Project Mentor Department of Fashion Management Studies NIFT, Chennai
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ACKNOWLEDGMENT
I express my immense gratitude to all the members of Globus Retail Store, T.Nagar for extending their guidance and support to me for my internship project. It was indeed an honour to be associated with a respectable company like Globus I take the opportunity to express my sincere gratitude Mr. Gowthaman.T (Store Manager), project mentor whose invaluable insights and support helped me in the completion of the project. I would also like to thank Mr. Vijay (HR) for his time and the direction which he gave to the project. I would also like to thank Mrs.Sasi Rekha, for her expert guidance throughout the project. I am grateful to all of them for providing a favorable learning environment.
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TABLE OF CONTENTS S.NO. LIST OF TABLES LIST OF FIGURES PARTICULARS PAGE NO. (i) (ii)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
INTRODUCTION OBJECTIVES LITERATURE REVIEW RESEARCH METHODOLOGY GLOBUS –INTRO GLOBUS RETAIL STORE T.NAGAR ORGANISATIONAL STRUCTURE SHOPLIFTING CUSTOMER SERVICE MERCHANDISE INVENTORY MANAGEMENT SALES PROMOTION PERFORMANCE MEASUREMENT RECORD KEEPING VM FINDINGS & SUGGESTIONS LIMITATIONS CONCLUSION REFERENCE ANNEXURE
1 3 4 9 10 17
19 31 33 35 38 41 42 43 45 51
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LIST OF TABLES S.NO. 1 2 3 4 5 6 7 8 Renewal of Globus membership card Card rewards Privileges at a glance Customer ratings Sales promotion Presentation technique Mannequins used. Merchandise Presentation Technique PAGE NO.
15 16 17 35 41 47 47 48
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LIST OF FIGURES S.NO. 1 2 3 4 5 6 GLOBUS F21 LOGO LOCATION OF GLOBUS STORE ORGANISATIONAL STRUCTURE LAYOUT OF MEN?S FLOOR SEMI-ABSTRACT MENNIQUES USED IN MEN?S FLOOR HEADLESS MANNEQUINS USED IN KID?S FLOOR PARTICULARS PAGE NO. 13 20 21 45 49 49
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1. INTRODUCTION: Retail is a very dynamic field. Retailing is the set of business activities that adds values to the products and services sold to the customers. Retailers are the final business in a distribution channel that links manufacturers to consumers. Retailers organize the availability of merchandise on a large scale and supply them to consumers. In the process, they provide the accessibility of location, convenience of timing, information support. Retailing has always played an integral part in economic development. Strong retail activity has brought in great economic and social progress to several nations. Retail activity provides a clear picture of the spending pattern of the customers of a country. The Indian retail sector is highly fragmented with more than 90 per cent of its business being carried out by traditional family run small stores. This provides immense opportunity for large scale retailers to set-up their operations – a slew of organized retail formats like departmental stores, hypermarkets, supermarkets and specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India. Different retail formats are present in the market. Brands or retailers decide the formats based on their products. Brands generally consider three types of retail formats: Exclusive brand outlet, Large format store, Multi brand outlet. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets, according to US consulting group AT Kearney?s report published in June 2010. Some of the benefits of having a striving retail sector are: Access to products, Better merchandise, not having to settle for a second or third choice when shopping, Greater consumer satisfaction and higher levels of service.
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Retailing symbolizes consumerism. Retail scenario keeps changing continuously. The changes in the retail scenario are due to the ? ? ? ? ? changing customer needs, economic development of the nation, falling borders, technological advancement, entrepreneurs
Retailing is a complex business. The complexity in retail is due to number of activities involved. It is about every customer who enters the store and every transaction that the customer gets involved in. Compared to manufacturers, retailers should take much better care of their customers because it is in their store that the customer makes the purchase decision. Therefore maintenance of store and effective store operations is very essential is improving the image and making profit. Retailers have several functions to be performed in the store ? ? ? ? ? ? ? Merchandise management Staff management Inventory management Store design Store layout Promotional offers Customer service
Sales can be achieved only if the necessary retail store operations are done effectively. Therefore the store operations should be well managed to enhance the performance of the store. The tasks of the store are assigned to the store personnel according to their capabilities. Effective performance can be obtained through effective management of merchandise and efficient store personnel.
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2. OBJECTIVES: ? ? To study the store operations of Globus retail store at T.Nagar. To identify the areas of improvement in the store, provide feasible solution and implement the same.
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3. LITERATURE REVIEW Retailing is a „technology-intensive? industry. Successful retailers? now-a-days work closely with their vendors to predict consumer demand shortens lead times, reduce inventory holding and thereby, save on cost. Store Operations enable retailers to make certain dependable implementation of their corporate strategy by all stores and pull through the sales they would have otherwise lost. Store Operations comprise Task Manager, Workforce Manager (for forecasting and preparation labor based on sales forecasts, corporate initiatives, and employee skills and work predilection), Time and Attendance (for time entry, labour tracking, and time costing functionality). Store operations are concerned with maximizing the efficacy of the retailer?s use of resources on a day to day basis. Retail store operation is about converting resources into sales and profits. Store operation aims at maximizing profits by providing a satisfactory experience and effective service to customers by making optimal use of people, space and merchandise. Store operations could be seen from four perspectives namely: Product, Customers, Sales, and Place. The ‘Product’ perspective will include type of merchandise, merchandise planning, merchandise display, etc. ? The ‘Customer’ perspective will include customer service, customer relationship, and customer satisfaction. ? The ‘Sales’ perspective includes selling process, sales promotions, pricing and discounting policies, etc. ? The ‘Place’ perspective will include location, managing space, fixtures and layout design, meeting statutory requirements of the place, etc. Most part of operations at a store level can only be accomplished by detailed planning. Planning of store operations translates into managing customers, manpower, merchandise, space, fixtures, promotions, statutory licensing and permissions from government agencies, taxes, etc. The other dimension of retail operation is about managing exceptions. This involves things like managing the store during tough weather conditions, providing medical help as first aid to customers who might get un-well in the store, fire-fighting plans etc.
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Managing all aspects of the operations of a retail store is must to ensure maximum sales and high profit. Retail Store Operation impression is one of the most noteworthy constituent of integrated planning. Although the retail environment is a critical constituent of brand communications, many in-store marketing opportunities lack thorough psychoanalysis in key areas such as fulfillment, media value, brand equity metrics, sales lift and by and large ROI. Having a winning vision and approach for the retail business are significant but not adequate to tip the odds entirely in favour of success. Retail works with retailers to illuminate and operationalize the strategies they have to to appreciate their expansion objectives. The aim of the store operation management system: Know accurately what sold best in every department, group and season Track ROI from your ads, mailings, promotions, sales and discounts Store operations include ? ? ? ? ? ? ? ? ? Merchandise management Cash management Sales Loyalty Customer relationship Work force Security Promotions Record keeping
Store administration ? ? ? ? Utilizations of the store personnel Timing of the staff Maintenance of store as per standards Acquire all the licenses needed for operating
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? ? ? ?
Cleanliness of the store premises Maintenance of the store display Time keeping of store staff Meeting requirements with respect to licenses and permissions as required by the law of the land.
Every retail store has some procedures to be followed to enable effective store operations: Store Atmosphere The store must offer a positive ambience to the customers for them to enjoy their shopping and leave with a smile.
? ?
The store should not give a cluttered look. The products should be properly arranged on the shelves according to their sizes and patterns. Make sure products do not fall off the shelves.
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There should be no foul smell in the store as it irritates the customers. The floor, ceiling, carpet, walls and even the mannequins should not have unwanted spots.
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Never dump unnecessary packing boxes, hangers or clothes in the dressing room. Keep it clean.
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Make sure the customers are well attended. Don?t allow customers to carry eatables inside the store.
Cash Handling
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One of the most important aspects of retailing is cash handling. It is essential for the retailer to track the daily cash flow to calculate the profit and loss of the store.
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Cash Registers, electronic cash management system or an elaborate computerized point of sale (POS) system help the retailer to manage the daily sales and the revenue generated.
Prevent Shoplifting/Safety and Security
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The merchandise should not be displayed at the entry or exit of the store. Do not allow customers to carry more than three dresses at one time to the trial room.
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Install CCTVs and cameras to keep a close watch on the customers. Each and every merchandise should have a security tag. Ask the individuals to submit carry bags at the security. Make sure the sales representative handle the products carefully. Clothes should not have unwanted stains or dust marks as they lose appeal and fail to impress the customers.
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Install a generator for power backup and to avoid unnecessary black outs. Keep expensive products in closed cabinets. Instruct the children not to touch fragile products. The customers should feel safe inside the store.
Customer Service
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Customers are assets of the retail business and the retailer can?t afford to lose even a single customer.
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Greet customers with a smile. Assist them in their shopping. The sales representatives should help the individuals buy merchandise as per their need and pocket.
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The retailer must not oversell his products to the customers. Let them decide on their own.
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Give the individual an honest and correct feedback. If any particular outfit is not looking good on anyone, tell him the truth and suggest him some better options.
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Never compromise on quality of products. Remember one satisfied customer brings five more individuals to the store. Word of mouth plays an important role in Brand Promotion.
Refunds and Returns
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Formulate a concrete refund policy for your store. The store should have fixed timings for exchange of merchandise. Never exchange products in lieu of cash. Never be rude to the customer, instead help him to find something else.
Visual Merchandising
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The position of dummies should be changed frequently. There should be adequate light in the store. Change the burned out lights immediately. Don?t stock unnecessary furniture at the store. Choose light and subtle colors for the walls to set the mood of the walk-ins. Make sure the signage displays all the necessary information about the store and is installed at the right place visible to all.
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The customers should be able to move and shop freely in the store. The retail store should be well ventilated.
Training Program
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The store manager must conduct frequent training programs for the sales representatives, cashier and other team members to motivate them from time to time.
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It is the store manager?s responsibility to update his subordinates with the latest softwares in retail or any other developments in the industry. It is the store manager?s responsibility to collate necessary reports (sales as well as inventory) and send to the head office on a daily basis.
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Inventory and Stock Management
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The retailer must ensure to manage inventory to avoid being “out of stock”. Every retail chain should have its own warehouse to stock the merchandise. Take adequate steps to prevent loss of inventory and stock.
Physical aspects- Retail store appearance and layout. Therefore the physical facilities of the store, the materials and the equipments should physically appeal to the customer. Also the physical aspects should offer convenience to the customers- like the items being easy to find and the movement within the store being easy. The latter has to do with the layout of the store and the arrangement of the items within the store. Personal interaction: This includes employees having knowledge to answer questions, inspiring confidence and willing to respond to customer queries and request; employees being courteous and helpful to the costumers and giving individual attention to the customer. Reliability: The retail store keeps the promises and does the right things. Problem solving: The store?s personnel are able to handle customer?s problems and complaints. Store’s policy: Policies regarding the store operation hours, credit card acceptance, parking facilities and the merchandise quality. Improve marketing efforts Target your marketing efforts based on accurate customer data, including preferences and detailed purchase histories. Easily set up discounts, promotions, and sales to increase customer satisfaction.
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Work with flexible pricing structures to offer special pricing to your best customers. Send targeted mailings with offers and promotions to selected customers. Display up-sells so that associates can mention them.
The in-depth retail knowledge provides one the insight and project execution skill to offer customized solutions in the e-business, CRM, SCM, Technology Infrastructure, ERP, Data Warehousing, Stores Operations Management, Retail Shrink Management, Retail Merchandising and Business Intelligence space.
Book keeping A store is a place that usually buzzes with various kinds of activities every passing day or hour. Therefore it has become essential for the retail shop owners to opt for quality bookkeeping services that help in reducing the probability of errors in their bookkeeping records. Tracking reimbursable expenses, not properly classifying employees, not properly classifying employees, not deducting sales tax, petty cash nonchalance, mis categorization or over categorization should not be forgotten while maintaining records. For a bookkeeper, it?s about keeping track of income and expenses, processing invoices, settling the bank statements and payroll administration. Error free recording of transactions in retail accounting is vital for the success of the business.
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4. RESEARCH METHODOLOGY: The research methodology is descriptive. DATA COLLECTION: Primary data collection • • • General observations were made by working on the floor. Interaction with store employee Interaction with customer service associates, store manager, was done to collect details about the product, promotions, and strategies of the store. Secondary data collection • Referring journals and web sites to understand the importance of retail activities and store operations
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5. GLOBUS Globus is a part of the Rajan Raheja group, Launched in January 1998,. As now it has 37 stores across India. The company opened its first store in 1999 at Indore followed by the launch of its second store in Chennai (T-Nagar). Soon to follow was another in Chennai located in Adyar. The flagship store in Mumbai was opened on 1st November 2001 followed by a swanky new outlet in New Delhi in South Extension .The sixth & seventh stores are in Bangalore in Koramangala & Richmond Road respectively. The Eighth store in Ghaziabad at Shipra Mall followed by the ninth, tenth and eleventh in Kalaghoda, Mumbai, Thane and Ghaziabad, twelfth store at Kanpur and thirteenth store in Ahmedabad & fourteenth store in Lucknow.As of May 2008, Globus has opened its 24th Store in Nagpur. It is a Public Ltd Company as per Companies Act. Mission Achieve customer delight by offering quality products and services through a process of continuous innovation and adaptation. Build a dynamic team of committed and passionate employees through sustained learning and grooming .Develop mutually beneficial relationships with our business partners. Employ cost-effective processes and thereby create a strong organization. Infrastructure Globus Stores Pvt. Ltd. was formed to contribute to the revolution sweeping the Indian retail industry. Globus promises to bring about a perceptible change in the way apparel and lifestyle retailing is carried out. Towards this end, we have brought in modern international technology and made heavy investments in investing and acquiring the best, tried and tested processes and procedures of operation. Future Globus combines state-of-the-art international information technology, the highest quality of human resources and sustained financial commitment to realize its long term
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vision. We are rapidly expanding and our target is to have an additional 100 fashion stores by the end of 2017. 5.1 Globus Brands 5.1.1 Globus - Youth Fashion Brand
FIG.1. GLOBUS & F21 LOGO Globus aspires to be „the? iconic youth fashion brand in the country. Globus is a complete fashion brand – it?s the apparel brand and the destination brand. Three words which capture the spirit of the youth – vibrant, maverick and expressive. Globus is exactly that…our vibrant and maverick designs are not just setting fashion trends but more importantly helping our customers express themselves.
The entire fashion range comprises of apparel for men, women, kids and accessories at amazing prices. The range spans across usage occasions – work wear, campus wear, club and lounge dressing and genres Western, Indian and mix-n-match. A well researched sizing ensures a good fit for the Indian silhouettes. 5.1.2 F21- Eye candy fashion F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 – the edgy fashion brand – is designed to appeal to the more experimentative and adventurous consumers who seek cutting edge fashion. Styling and fabric innovations help F21 offer
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high end fashion at prices which are affordable for the young consumers. From everyday casual occasions to club wear, F21 promises consumers attention unlimited. 5.1.3 F-16 With existing categories like western wear, Indian wear, fusion wear both both men and women, Globus has a new category, F-16 for the teens between the age group 16-19 and a premium range that will cater to customers above the age of 23 years. “We do have collection in the premium range but that is limited. So we will introduce a special range of garments that will be priced at an average of Rs. 2500. The collection for the teens will be affordable and will be averagely priced at Rs. 400. The Globus Design Hub: The heart of our business lies in this creative workplace of our organization named Globus Design Hub. It has been recently launched in July?07 in Andheri-Mumbai and is at its early stages to becoming the leading design talent floor. It is the most well equipped design studio in India in current times. Globus Privilege Club A one-time purchase of Rs. 500 gives you access to the Globus Privilege Club through the Globus Temporary card. Accumulate purchases worth Rs. 2,000 in three months and get the most sought-after Globus Silver Card. The Globus Silver Card can also be obtained by paying a nominal fee of Rs. 150 Gold Card Make a distinctive statement with The Globus Gold Card. You can upgrade to Globus Gold Card by accumulating shopping worth Rs. 15,000 in a year and get truly exclusive Benefits and Privileges.
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Renewal of Globus Privilege Club Membership
Cards
Purchase of goods worth (Rs.)
Validity (Months) Automatic renewal on Upgrade to Globus Silver
Temporary
500
3
Card on cumulative purchase of `2,000 in 3 months Cumulative purchase of
Silver
2,000
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`10,000 in 24 months Cumulative purchase of
Gold
15,000
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`15,000 in 12 months
Table 1. Renewal of Globus Privilege Club Membership
With Globus Privilege Club earning rewards is simple and easy. As you accumulate purchases you will earn Globus Gift Vouchers (GV)
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Card Rewards and Privileges
Cumulative Purchase 5,000/10,000/15,000/25,000/50,000/1,00,000/-
Purchase of goods worth (Rs.) GV worth 100/GV worth 100/GV worth 150/GV worth 300/GV worth 650/GV worth 2000/-
Table 2. Card Rewards and Privileges
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Privileges at a Glance
Privileges Validity at all Globus Stores New product launch privileges Birthday Discount* Exclusive shopping day for end of season sale Regular Updates: Sale & In Store Promotion Automatic membership renewal Special tie-ups Free home delivery of altered merchandise Reserved car parking Special counters Complimentary soft drinks Free card in case of loss/damage
Silver Card Yes Yes Yes Yes Yes Yes Yes -
Gold Card Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Table 3. Privileges at a Glance Card Usage Norms
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Validate your card by signing on the reverse as soon as it is received. Usage of the card indicates acceptance of terms and conditions of the Globus Privilege Club Membership.
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Flash your Globus Privilege Club card for availing of benefits at Globus or our program partners.
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Globus Privilege Club Cards are not Credit Cards and remain the property of Globus at all times and must be produced/ returned on request.
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All rights to ownership and usage of the Card rest with Globus. Report loss of Card at our Customer Service Desk. Duplicate Cards will be issued at a nominal cost of 100
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Inform of any change in your address/ telephone numbers/e-mail at the Customer Service Desk.
Conditions
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Globus Privilege Club membership is open to individuals above 18 years of age. In case the applicant fails to achieve the required purchases within the validity period, the total purchases will not be carried forward to the next period.
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Globus reserved the right to refuse Globus Privilege Club membership to any applicant without assigning any reason.
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Usage of the Globus Privilege Club Cards indicates the acceptance of all the terms and conditions, which are subject to revision from time to time by Globus.
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Globus Privilege Club Cards are non-transferable and can be used only by the member whose signature appears on the signature panel on the reverse of the card. Any Globus employee has the right to verify member?s signature and to ascertain the identity of the member. Benefits may be refused and the card be taken back if a non-member is found using the card.
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Globus reserves the right to revise the terms and conditions as well as the rules and regulations of this programme without prior notice.
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Benefits available through programme partners may change from time to time or be withdrawn without prior intimation. Globus will not be responsible for any liabilities arising from such situations or from use of such offers. It is advisable to check with our programme partners, validity of the scheme prior to participating in the same.
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Globus reserves the right to use the Globus Privilege Club membership data for the purpose of marketing or communication for enhancement of the programme.
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Any disputes arising under this programme are subject to Mumbai Jurisdiction.
Gift Voucher Make gifting simple with Globus. Gift your near and dear ones a Globus gift voucher, available in many flexible denominations. When you give someone Globus Gift Vouchers you give them exactly what they want. When it comes to birthdays, anniversaries and special celebrations, this is one gift that's guaranteed to please. Globus Gift Vouchers are redeemable against any purchase made in the store. There is no charge/tax on purchase of gift vouchers. For instance; if you want to buy gift vouchers for Rs.1001, you need to tender Rs.1001 only and you can buy anything worth Rs.1001 from any Globus store. Globus Gift Vouchers are available in denominations of Rs.101, Rs.251, Rs.501 & Rs.1001. However, you can also decide on your own denomination. Just contact the service desk at any Globus Stores and give the most thoughtful gift of all. For corporate/bulk inquiries contact [email protected] NOTE: At time of issue of gift voucher you cannot make a new member, only at time of redemption of gift voucher this is possible Customer Service Desk Customer Service Desk is in the billing counter. The premium role of Customer Service Desk is issuing Membership card and its deals with customer enquiries like the following ? ? ? ? Membership points missing. Extending Gift Voucher validity period. Birthday discount in advance. Change in name or DOB in customer ID.
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6. GLOBUS RETAIL STORE [T.Nagar]
Store format Location Total Area Basement Floor Ground Floor Mezzanine Floor
: Multi Brand Outlet : T.Nagar : 23,600 sq. ft : 8,900 sq. ft [Men?s Floor] : 11,100 sq. ft [Women?s Floor] : 3,600 sq. ft [Sportswear and Kid?s Floor]
Fig.2. Location of Globus store in T.Nagar
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7. ORGANIZATIONAL STRUCTURE
Fig. 3. ORGANISATIONAL STRUCTURE
In a store, the housekeeping staff, customer service associates, security guards report to the store manager regarding any complaints, problems or needs. The store manager is responsible to report problems to the business development manager. The store manager should train the customer service associates regarding customer reception,
communication, dress code, timing, responsibilities, targets and several other aspects. The duties of each and every customer service associates are explained to them by the store manager. The store manager also trains the housekeeping staff. The store manager should send the daily sales report to the head office every morning. The daily sales report (DSR) consists of the sales report, number of customer, number of pieces sold, style number sold, cash and credit payment details. The business development manager monitors the store and the employees. The BDM checks the attendance of the staff, their performance and commitment. The BDM is also responsible for maintaining the customer data base and referring the same as and when needed. The BDM decides the promotions, placement of signage for effective visibility, manages the customer data base. The business development manager monitors the system, make required changes, and motivate employees. The business development
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manager arranges for tie-ups with the nearby stores to increase awareness of the store and promotion.
7.1 Senior Sales Associate Reporting Manager: Supervisor Required Skills ? ? ? ? ? Excellent communication & Interpersonal Skills Good analytical skills Good product knowledge Ability to handle stress Good team player
Role of Senior Sales Associates ? ? ? ? ? ? ? ? ? ? ? ? ? Keeping the sections properly stocked Ensuring VM guidelines are met Ensuring required color blocking Ensuring merchandise with proper security tags on display Keeping floor clear of any boxes, merchandise, hangers etc at all times Ensuring FAB explained to all team members on the floor Ensuring achievement of sales targets of self and team Ensuring customer delight on the floor Ensuring excellent product knowledge before selling product to the customer Ensuring work environment conductive for both male and female coworkers Ensuring learning from the training programs is used on the floor Communicating any training requirement to the supervisor, Department Manager, Assistant store Manager or store Manager Ensuring no pilferage or shrinkage on the floor
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7.2 Department Manager
Reporting Manager: Store Manager Role of Department Manager Department Manager on daily basis he/she has to check whether the following standards and parameters are achieved. Department Standards ? ? ? ? ? ? Must greet every customer Must discuss an in-depth promotion Must attempt to add 0n with every sales Must take customer contact details Must thank every customer & invite them to visit the store again Every privilege customers card need to be checked and inform about the amount that can de redeemed Target Vs Achievement ? ? ? ? ? ? ? Staff aware of the target for the day Staff is given weekly target Weekly performance posted on productivity board Coaching is delivered weekly Sales associate receiving appropriate levels of positive/negative feedback Sales goals and statistics are posted Training is on going
Globus sales standards ? ? ? ? Sales associate are well groomed & properly attired All customers greeted promptly Follow ups with alterations/home delivery done Product knowledge is tested & reviewed for staff
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Visual ? ? ? ? ? ? ? ? ? Is the current theme applied in each section The walls are arranged Cabinets and cases are checked On the floor fixtures are clean Signage?s are in place Windows checked for garments up clean and signage?s Focal tables are properly organized Cash counters are in order Promotions are well communicated across
Merchandising ? ? ? ? Replenishments are done All products are carrying price & security tags All mark down products are displayed separately with price points Inventory levels reviewed in each section
7.3 Role of Store manager: ? ? ? ? ? ? ? ? ? Make the CSA aware of their monthly target Effective maintenance of cash and credit receipts Monitor the activities of the store Store manager should also be a customer service associate Check if the lights, air conditioning are working well, if not then call to the respective person and request them to repair. Right type of manpower so as to provide satisfactory service to customers. Proper merchandise is stocked and managed as per policy of the store. Merchandise is displayed suitably by making use of right fixtures and space. Store lay-out and display is maintained as per the design provided by the Head office.
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Store operational expenses are managed well in order to achieve a profitable operation.
7.4 Role of CLP personnel ? ? ? ? ? ? ? ? ?
The CLP person has to greet the customer and ask him to fill the application form and inform customer to write his address in detail. Enter the data from form into the system and print the card for the customer. Enter initial purchase of the customer and file application form properly Check every 2 days if the initial purchase entries he has done right or wrong Need to check customer purchase and inform customers who come to the help desk Needs to redeem customer purchase and issue gift after entering them in CLP software and POS machine. Needs to make sure gifts er displayed so that customer can see what they get at the tiem of redemption Maintain stock of CLP gifts Maintain stock of CLP stationary [silver, gold card, brochures, etx]
7.5 Audit Checklist Audition is done once in a month. The authorized person has to make sure the following standards are achieved.
Store outlook/façade ? ? ? ? ? All external store signages are well lit with no fused bulbs Window panes/glass frontage/glazing is neat and clean No visible trash anywhere around the outside Is the paint in good condition or is it in need of repair What can be done, if anything, to improve the façade and make it more impactful.
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External windows ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Are the windows are well lit and bright, with lights being focused on mannequins/visuals/props Are there any fused bulbs Are the visuals used current, clean and undamaged. In case of backlits, are they well lit and without any dark areas Are the mannequins looking presentable and done up with current promo/story Are there are any damages, like broken limbs, damaged hair and/or chipped paint Have the security pins been removed from the garments on the mannequins Are the garments steamed Do they all have talkers Are the podiums/floorings in good condition and clean Are the other props used in the window complementing the whole story Are the props in good condition with no damage/dust etc Is the front glass/steel frame of the window clean Are the walls / ceiling well maintained [paint jobs, wallpapers etc] Does the VM manager have a window charging cloth to cover window while changing Are the windows as per specifications from corporate VM team
Internal displays ? ? ? ? ? ? Are the mannequins in good condition, with no damage/dust Are they reflecting the brand image well Are the garments steamed Have the security pins removed Are the mannequins bases in good condition are the mannequins changed regularly Is there enough lighting focus on the mannequins
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Visuals ? ? ? Are the visuals being used for the current section Are they are in perfect condition, with no torn or damaged areas/corners Are there any empty walls where additional visuals could be placed to make the shop look better
Fitting rooms ? ? ? ? ? ? ? ? ? ? ? ? Are the fitting rooms free of any garments and hangers etc Are the mirrors are clean and spotless Are the lights in good working condition Is the paint job fresh and clean, on the walls and doors as well as the skirting at the bottom Are there frames on the backside of the doors and if so, do they have some sort of POS in them Is the POS behind the doors current or out-of-date Is there air circulation in the fitting room If there is fan, is it clean Are all the AC grills, clean and dust free Is there a handle on the outside and a handle as well as hooks on the inside Is there any sort of seating arrangement for the customers in the fitting rooms, like a stool, etc Is there a schedule to service the fitting rooms
Fixtures ? ? ? ? Are the fixtures all in good condition, with no visible damages Are they clean and free of dust Is the right fixture in right section Are the sections laid out in such a manner as to allow free movement of customers
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Are the excess fittings like 4 way are being used absolutely necessary or can they be removed
Cash counters ? ? ? ? ? ? ? ? Are the POS machines in working order Is the back of the cash counter neat and tidy Is the cash counter serviced properly and regularly like carry bags, shopping bags, hanger removal etc Are there customer suggestion books available Has all the comments received till yesterday is recorded and send If queue managers are used, are they in good condition Are the cash counters well lit Are the cashiers well groomed and courteous to the customers
Lighting systems ? ? Are all the ceiling lights in working order Are the lights being focused in the correct manner, highlighting areas where required
In-store music ? ? ? ? ? The music should be as per the instruction In-store music should be upbeat and help create a “BUZZ” Is the volume of the music played is appropriate Is the in store announcement happening at regular interval Is the programming appropriate
Maintenance and housekeeping ? ? ? Start with the entrance and work ypur way back Is the paint job looking fresh and clean Are there any walls, doors damaged
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? ? ? ?
Are the flooring tiles clean and shiny/and polished Are carpeted floors clean Are the A/C grills/ fans/ filters are cleaned every 15 days Are all the mirrors in good condition and clean
Merchandising and stocks ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Is the merchandising looking attractive, with appropriate color blocking Is there good color theme flow from wall to floor Are the prominent areas carrying the main color of the season Are the theme signs being followed Are the revised prices bold and clear yet tasteful Are there any empty spaces not utilized properly and look empty Are the garments on the mannequins nearby for easy availability to the customers Are the size sets complete Is there hanger discipline on every arm [same hangers] Is there a size sticker in specific areas like men?s formal and denims Are the garments arranged sizes wise in each pile Is the steaming complete For ties and trousers, are they all hanging at the same level Are the belts sizes wise Is the accessories section well merchandised, with clear color blocking Are there any wrong garment combinations on the floor Are the promo tables being utilized properly, with enough garments stacked high Are there any other improvements that can be made as far as merchandising\
Staff grooming and discipline ? ? ? Are all the staff members in well pressed uniform, right footwear and with name badges Is everyone well groomed Are they smiling to customers
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Are they following non negotiable standards Are they following rotation log and recording loss of sales Is there a schedule for tea timing, breaks, etc
Customer service ? ? ? ? ? ? ? Is there an announcement in place during peak hours are the shopping bags placed in strategic locations around the shop for customer convenience Are the shopping bag bins neatly arranged and filled Is the staff offering shopping bags to customers Is there customer request register is followed regularly Are the globus privilege cards available in appropriate holders at the cash counter or other strategic location Are they being offered to the customers Is there a customer database being maintained
Amenities ? ? ? ? ? Is there enough seating available to the customer Is the toilet well maintained and free of foul smell Does it have a hand soap/toilet paper / hand towels / air dryer Does the staff have lockers available where they can store their personal items Is the pantry area of acceptable standard, with appropriate tables and chairs
Back store ? ? ? ? Is the back store properly organized with garments stacked on shelves and not in plastic bags Is there a back stock bay available Is the supply chain in charge familiar with every corner of the back stock Do random checks on occasion to ensure replenishments are being done on a regular basis
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Are the non-merchandise items stacked properly in the back store instead of just thrown around
Retail checks ? ? ? Does the store follow the checklists Is the check list are followed as per frequency suggested Is this store manager checking all its retail checks
Administration ? ? ? ? ? ? ? ? Daily sale report updated Petty cash accounted for regularly Daily cash collection report as per company policy Discount coupons handled properly & register maintained regularly Audit or surprise checks done regularly Filling of papers done regularly Maintenance of tax/telephone/Xerox machines regular All shortage/excess accounted for
Staff rooms and toilets ? ? ? ? ? ? Area clean & neat, dustbins are cleaned regularly Toilets are clean Basic toiletries are available Water dispenser is in working condition No merchandise is lying in tea area Memo/ notice board clear/ updated regularly
Security ? ? All garments have security tags Security system is working at all times
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Staff alert about security in the shop All minor/ major security incidences maintained in a register and report to be made of every incident to manager Exits are manned as much as possible Customers entering with bags are asked to keep them in designated area Staffs are given a designated area to keep personal belongings at cash counter
Safety & fire ? ? ? ? ? ? ? ? ? ? ? Adequate safety and fire training is given to staff Fire extinguishers serviced regularly Extinguishers should be visible & put in accessible locations First aid box kept in the showroom Hospital numbers available at back office & cash desk Fire sensors / smoke detectors working Safety lights available in case of power failure Emergency lights working in the shop Staff aware lights working in the shop Staff aware of main switches at all times No faculty steamers / electrical gadgets being used
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8. Shoplifting
The Store Manager has to deal with shoplifters. When a customer or employee of the store is detained for shoplifting, then the Store Manager has to escort him to separate area for questioning the suspects. Sales staff or security personnel should not misbehave or manhandle on the floor or any place accessible to the public. If the suspect fails to cooperate then Store Manager shall inform to the police.
The questioning of the suspect only is conducted by Store Manager in the presence of atleast two witnesses. In case the suspect is female, questioning her shall be in presence of two female witnesses [store staff]. In case the suspect is minor, parents or guardians should be informed immediately and Questioning minor is done in the presence of parents. If suspect?s parents are not contactable then the Store Manager should contact the police for questioning the suspect. If the suspect wishes that the police are informed, then the Store Manager should immediately inform the police by filing a FIR. The proof for shoplifting should be handover to the police. The suspect is searched for stolen material, if found any the Store Manager obtain a written confession letter for the shoplifter. Two staff members shall also sign the confession as witnesses. Fund should be demanded from shoplifter as penalty. If the shoplifter does not have sufficient funds to pay the penalty then the shoplifter should be detained till shoplifter?s associate brings necessary funds. A copy of suspects ID card/driving license should be obtained. In absence of any of the above, a photograph may be taken for records. If the shoplifter does not permit a photograph to be taken, the Store Manager has the option of barring the person from entering the store in future. A penalty of two times the value of the goods is obtained. Goods should be handed over to the shoplifter along with a bill for the same. No bill is to be provided for the penalty. A receipt may be given for the penalty received from the shoplifter.
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8.1 Warning Signage: Warning Signage is affixed stating the following ? ? Penal action may be taken against shoplifters. This store is under electronic surveillance.
8.2 Procedure to be followed after releasing the shoplifter: The penalty amount collected from the shoplifter should be immediately deposited with store cashier. After the receipt of the penalty amount, the cashier will account for the same in the book of accounts under the “Miscellaneous Income”.
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9. Customer Service Satisfied and loyal customers are most valuable assets of a company. Hence, their satisfaction level is an extremely critical input, to make day to day course correction and make their services customer focused. Surveys are taken once on every second weekend of the month, from the entries in the store and their assessments will get recorded. Population size of the survey is taken to be 5% of the customer entries or 100 customers during the second weekend of the month whichever is higher. Efforts be made to include maximum number of CLP members, in the Survey sample as they are our long term assets. The various ratings are given below I II III IV V Excellent Very good Good Fair Poor 5 4 3 2 1
Table 4. customer ratings If there is no comment on any of the listed factors, it is taken to be “Satisfactory” for evaluation. Results are considered for gradation of the store. The same is forwarded to the head office. Weak areas be located and preventive measures are taken to strengthen those weak areas. 9.1 Globus Sale standards non negotiable ? ? ? Acknowledge every customer Greet customer with non business opening line Mention atleast one current promotion
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Suggest a specific additional item with every transaction Thank each and every customer and invite them back.
9.2 Customer Exception Request for Customer Delight: To maintain a good relationship with customers and delight them with a one of a kind service. Customer delight is one of the important factors in customer service. So it has to be carefully assessed and evaluated on customer to customer basis and situations. Store manager has certain right to handle their privilege card customers and angry customers to make shopping at Globus a pleasant experience. Store manager is provided with Rs.5000 per month. It will be used only for resolving customer complaints. Customer complaints shall be considered as below. ? ? Sending bouquets to customers to delight angry customers. Providing Gift Voucher to overcome customers with complaints.
Some customer exception requests are follows ? ? ? ? ? Exchange. Membership points missing. Extending Gift Voucher validity period. Birthday discount in advance. Change in name or DOB in customer ID.
9.3 Defect in product quality
If a product with defects is found, then it has to be sent to quality department in head office. Stitching defects has to be rectified in the store itself.
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Actions to be taken before transferring the merchandise. ? ? ? ? ? ? Write nature of the defect, SKU number, style number on a sticker to paste on the product. A small sticker to be pasted near defective area of garment to identity the defected area. Each product has to be separately packed in plastic bag. An invoice for Rs.0.1 for each garment has to be prepared. NRGP [Non-Returnable Gate Pass] is prepared. DC [Delivery challan] has to be prepared for the same.
Every 1st and 3rd Monday, defective merchandise needs to be sent to head office. If same defects are repeated, operation CLP department shall contact customer who purchased the product asking them to return if they are not satisfied with the product.
In case of National brand product and accessories, then the merchandise to be returned to warehouse through STN [stock transfer note].
9.4 Home delivery of merchandise:
Home delivery of altered garments is done only for Gold card members. If a GOLD CARD member wants his altered garments to be delivered to home, then following steps has to be followed. ? ? ? ? ? After a bill is generated, the alteration slip has to be made for the garment which has to be altered. GOLD CARD NO. Of the customer is to be mentioned in alteration slip to know the address of the customer. These alteration must be taken as priority and finish it. A NRGP [non-returnable gate pass] for these items are made and given to the customer along with the alteration slip. The home delivery assistant must hand over the merchandise and take the original slip form the customer.
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10. Merchandise Brand Availability Floor Basement Area sq. ft 8,900 sq. ft Department Men?s Category Casual Shirt Brands US Polo, Classic Polo, Indian Terrain, Ezio, Z3, Globus, F21 Casual Trouser US Polo, Classic Polo, Indian Terrain, F21
Jeans, Shapes Formal Shirt Globus, Anams, Reid & Taylor, Van Heusen,
Louis Philippe, Arrow Formal Trouser Globus, Reid & Taylor, Van Heusen, Louis Arrow, John Noble,
Philippe, Bonsoir,
John, Players Suits & Blazers Innerwear?s Reid & Taylor, Arrow, Globus, Bonsoir, Shapes Jockey, VIP, Fruit of the loom, Tommy Hilfiger Accessories Ground Floor 11,100 sq. ft Women?s Casual denims, Tops, Innerwear, Footwear, Jewellery Mezzanine 3,600 sq. ft Floor Sportswear Tracks, Shorts, Puma, Tees, Footwear
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Globus, VIP
shirts, Globus, Catwalk. kurta,
Adidas, Panther,
Fila, Fifa,
Black
Globus. Kid?s Shirts, trousers, Denims, Accessories, Tees
10.1 Men’s Formal Shirts Category Brands Anams Reid & Taylor Price Range 1345-1499 1599-2695 Fit Sleek Fit Slim Fit Contempory Fit Classic Fit Van Heusen 1199-1799 Regular Fit 100% organic cotton 70s high density Giza cotton 100% compact cotton 2 Ply Premium Cotton Louis Philippe 1599-2299 Regular Fit 100% cotton 2 Ply Premium Cotton Arrow 999-3699 Regular Fit Slim Fit Premium Cotton 2 ply Premium Cotton Lenin Globus 699-1199 Classic Fit Smart Fit 100% cotton Fabric 100% cotton 100% cotton
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10.2 Men’s Formal Trouser Category Brands Globus Price Range 999-1999 Fit Classic fit Smart fit Reid & Taylor 1599-3195 Classic fit Contemporary fit Van Heusen 1599-1899 Custom Fit 100% Polyester 65% Polyester 35% Viscose 80% Terylene 20% Rayon Louis Philippe 1599-2099 Classic Fit 65% Polyester 35% Viscose 76% Polyester 24% Viscose Polyester viscose Fabric 65% Polyester 35% Viscose
Arrow
1499-2099
Slim fit Smart fit Tapered fit
65% Polyester 35% Viscose 75% Polyester 25% Viscose 80% Polyester 20% Viscose Chino cotton 100% cotton 69% Polyester 25% Viscose 6% Linen
Shapes
1385-1885
Slim fit Custom fit
80% Polyester 20% Viscose
Theme
1345-1645
Slim fit Fitted
80% Polyester 20% Viscose
11. INVENTORY MANAGEMENT: The objective here is to identify the merchandise that customers want, and make it available at the right price, in the right place at the right time. Merchandise Management includes (i) (ii) merchandise planning merchandise purchase, and
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(iii)
merchandise control.
Merchandise planning deals with decisions relating to the breadth and depth of the mix, needed to satisfy target customers to achieve the retailers return on investment. This involves sales forecasting, inventory requirements, decisions regarding gross margins and mark ups etc. Merchandise planning is done for booking orders.. Merchandise Control deals with maintaining the proper level of inventory and protecting it against shrinkage (theft, pilferage etc.).
Replenishment of goods Replenishment of stock is done on a weekly basis. Maintaining proper documentation for goods received and returned from the store Proper receipts of inward and outward flow of goods should be maintained. If merchandise is sent back to the warehouse it is done with proper invoice with the details of the style code and number of pieces. Certain merchandise are sent back to the warehouse ? ? ? Defected merchandise Product without price tag Merchandise at the end of season
Display of merchandise in various sections Merchandise is displayed according to categories and also according to theme. The merchandise arrangement in the store is changed every week to give a new and fresh look. Managing PoS
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Retail Excel's versatile Point of Sale application is intuitive, fast and accurate. It is designed to handle different scenarios in a customer checkout process like multiple tender types, multiple schemes, hold-bill option, bill refund, lay-way bill, issue and redemption of gift vouchers, packing slip generation, customer history recall facility, etc. Retail Excel PoS reduces the time spent by customers at the till thus contributing to their experience. Retail excel helps in managing ? ? ? ? Merchandise Inventory Replenishment Procurement
Retail Excel sets precision control in your organization with multiple authorization levels and helps effective management across organization. The inbuilt audit system helps retailer control pilferage which is a major concern for any retailer. Retail Excel helps to be close to the customers, understand customers? needs, buying pattern etc. Retail excel is designed to address merchandisers? needs; it gives great space to a merchandiser to categorize products, define attributes and track performance across multiple merchandise. Merchandiser can attach unique attributes to every line of business making it sophisticated to manage business effectively. Retail Excel delivers inventory visibility across locations, merchandise types, business lines and attributes. Retail Excel provides accurate inventory status in a store environment against billing done during the day. Relevant information is available to a retailer at his fingertips to ensure the right product is available at the right store, at the right time, for the right price. Retail stock take feature makes a physical stock taking process easy to a retailer and helps him to reconcile stock position between physical and system stock efficiently to achieve highest level of stock accuracy across organization. The advantages of using the retail excel is ? ? Accuracy and control Knowledge about the customers
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Retail Excel sets precision control in your organization with multiple authorization levels and helps effective management across organization. The inbuilt audit system helps retailer control pilferage which is a major concern for any retailer. Retail Excel helps to be close to the customers, understand customers? needs, buying pattern. It helps in retrieving the details of the customers as and when needed. The mobile number is the membership number in Globus store so the data is stored in the database and can be retrieved when needed to check the points accumulated and discounts.
12. Sales promotion Coupons For every purchase of Rs.3000, get a Gift voucher free worth Rs.750
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Premium In-pack Near pack Container Contests Refund & rebates Price Packs Bonus Pack Banded pack offer Nike Buy 2 get 1 free Globus shirts Take 1 get 10% off Take 2 get 15% off Take 3 get 20% off Price deals Flat 899 in Globus Denims Flat 699 in globus formal shirts Price discounts Upto 50% off Flat 50% off Trading stamps Money back offer No No Belts in Lawman Denim Nike Deodorants Cylinder or rectangular box Pay Rs.200 be the one get a two wheeler bike Rs.350000 No
Table 5. Sales Promotion
13. PERFORMANCE MEASUREMENT: Average bill value = total bill value/bills made
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Average bill value as the name goes is the average amount of products that has been purchased. Average number of pieces = total sales quantity/ bills made Average basket size or number of pieces indicates the average quantity that is sold. This is mainly based on number of pieces. It is duty of the store personnel to increase the average number of pieces which is an indication of improvement. Conversion rate = total number of bills/ number of customers Conversion rate is a very important aspect of store performance. It is the conversion of footfalls to sales. Stock to sales ratio Stock to sales ratio indicates the amount of stock procured and amount of products that has been purchased. This is used to evaluate the performance of the store and it also is done on category basis. It is a very important factor to be analyzed to measure the performance of the store.
14. RECORD KEEPING: ? Daily sales report
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The daily sales report is sent to the head office every morning. The daily sales report of the previous day is done during the start of the next day. The daily sales report consists of details about the number of bills made, number of pieces purchased and discount details. ? Customer database Customer database consists of the name, address and phone number. All these details are obtained from the feedback form and also from other Globus stores/ ? Customer feedback The feedback got from the customers is maintained for further reference in the future. ? Customer complaint book The customer complaint book consists of the complaints made by the customers. The complaints are taken to the head office or the franchisee. If the complaint is regarding the product, it is communicated to the head office. If the complaint is regarding the store or store personnel it is taken care of by the store manager or franchisee. ? Alteration book The alteration book consists of the details of the customers, their altered measurements, date of purchase and delivery ? Attendance Attendance register is a must in any store. The store personnel should sign the register with details of in time and out time. The store manager and the business development manager check the attendance register regularly.
Daily sales report: The daily sales report consists of:
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? ? ? ? ? ? ?
Bills made Exchanges made Opening stock Closing stock Cash Card receipts Discounts offered
The daily sales report is done every morning. It includes the bills made, number of customers, group customers, opening stock, closing stock, codes of products sold. The store manager is responsible for sending the daily sales report to the head office every day. Finance report: Finance report includes the total inflow and outflow of cash. Inflow of cash includes the total sales. The total sales is segregated as cash sales and card payment. The card receipts are maintained safely. In case of manual bill, the details are uploaded in to the computer and the bill is also kept safely for future reference. It includes ? ? ? ? Cash Credit card Net sales Total discount
15. Visual Merchandising
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The presentation of the store and its merchandise in ways that can attract the customers is called visual merchandising. Layout
Fig.4. Layout of Basement [Men’s] Floor
Lighting
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Lighting is a very important aspect in store display. Lighting in a store involves more than just illuminating space. Lighting is used to highlight merchandise and capture a mood or feeling that enhances the store image. A good lighting system creates a sense of excitement in the store. Lighting can be of different types: general, accent, task. The types of lighting used in Globus stores are: ? ? General lighting Accent lighting
Circulation areas or aisles are illuminated with general lighting while task lighting is used to highlights the product. General lighting provides an overall level of illumination while the task lighting is focused over the products. During the day time when the customer flow is very less, few lights are switched off since there is sufficient sunlight and all the lights are switched on by evening.
Music The volume is set between in the range of 40 – 50. The music is played thro online from Head Office. Music can be a vital element in a store. It is capable of creating an environment that influences the shopping behavior of the customers. Foreground music is played in the Globus store. Foreground music is suitable for retail outlets. Background music is low in tempo, frequency and volume whereas foreground music builds a positive attitude and creates an active mood. The music played is such that it suits the image of the store and the brand. Music also makes the employees active and energeticVolume plays a vital role in music. The volume of the music played should not be too high or too low. High volume irritates the customers and low volume does not bring out the mood of the song. The volume is maintained at a pleasant level. Scent:
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Buying decisions involve several factors and one such important factor is based on emption and smell has a huge impact on emotions. The first impression that a customer gets on entering the store is the smell, lighting and temperature of the store, only if the first impression is attained, the customer tends to spend time in the store and look at the merchandise patiently and with a good mood. Bad smell irritates the customers and creates a bad image about the store. the scent used in the store is neither very mild nor strong but it is maintained at a pleasant level. Therefore scent also plays a role in improving the image of the store. Fixtures: Fixtures are used to hold and display the merchandise efficiently. The fixtures used are racks, hangers and display tables. New merchandise is placed on the display merchandise. Hangers are used either to display the frontal view of the apparel or the sides are displayed. Generally shirts are hanged in such a way to display to front look of the shirt while the trousers are displayed in side hangers. Fixtures used are as follows ? ? ? ? ? ? ? ? ? ? ? ? ? ? Wall feet Mid and high table Low table Nester table Glass stacking Gondola Pigeon holes 4 way browser 2-way browser S-rail D-rail Mobile rails Step arm Waterfall arm Straight stand arm
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? ? ? ?
U-stand arm Tie stand Capacity fixture [sent it off] Rounder
Presentation technique Brand US Polo Globus, van heusen, Arrow Stasuals, fete Accessories Presentation technique idea oriented presentation Color presentation Tonnage presentation Frontage presentation
Table 6. Presentation technique Mannequins used Types Semi- abstract Leg form Torso form Styrofoam Headless mannequins Merchandise Both men?s & women?s Formal casual shirts & trouser Men?s Denim trousers Men?s & women?s Tees Men?s Tees along with 3/4th Only in Kid?s
Table 7. Mannequins used
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Fig.5. Semi-abstract mannequins used in men’s floor
Fig.6. Headless Mannequins used in Kid’s Floor
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Floor Plans - straight floor plan Globus retail store in T.Nagar uses straight floor plan. It encourages customer to move around the store and encourages to reach the wall feet fixture. Merchandise presentation technique Stacking Men?s formal and casuals Women?s denims Hanging Women?s approximately 90% Men?s formal trousers only Pegging Dumping Shelving Folding Men?s Denim trouser [Levis] Socks Women?s innerwear Women and men?s plain tees
Table 8. Merchandise presentation technique
Fig.7. Pegging presentation technique used for Levi’s Brand
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16. Findings & Suggestions
Findings
Suggestions
Proper size signage are not VM must make sure size signage are placed placed Merchandise without price SA, SSA should do random check for price tags. tag. Sales associate without full Senior sales associate should spend time to educate SA. product knowledge Late coming The feedback is not filled by the customers. Store manager should indulge in person to reduce late comers. Sales Associate should insist customer to fill the feedback register.
Trial rooms without stools
VM or authorized person should make sure all rooms with stools
Damaged bulbs
Authorized person make sure the store with proper bulbs
Lights above the steps are Any problem in the lights should be addressed immediately. flickering The price tag of the product VM person should cut off the price tags on mannequins worn on the mannequins hangs outside. Employees are not aware of the theme and display. Employees should be made aware of the theme so that when a customer asks why certain things are placed they will be able to answer
Table. 9. Findings & suggestions
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LIMITATIONS: ? ? ? End of season sales started in the month of July due to which implementation of the suggestions given were not possible. Sales data was not revealed as it was against the policy of Globus retail store. Photographs were not allowed.
CONCLUSION: The importance of store operations in retailing is clearly understood. The role played by every employee in the store and the contribution to the performance of the store image and brand image is realized. Studying the customer behavior of the store would be a scope to meet the customer needs in an effective way.
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REFERENCE: ? ? www.Globus.in 1st and 2nd semester PPTs
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