Retail Store Management

PANTALOONS

12/22/2016

Submitted By:

Tushar Aggarwal PGFA1558

Rupali Singh PGFA1543

Shilpee PGFA1549

Maria Khatoon PGFA1528

Monika Trivedi PGFA1529

Ragini Awasthi PGFA1547

Submitted To:

Dr. Poonam Sharma

ContentsIntroduction: PANTALOONS FASHION AND RETAIL LTD.....................................................................1

Pantaloons In-house and out-house Brands....................................................................................................3

SEGMENTATION-....................................................................................................................................3

TARGETING –..........................................................................................................................................4

Store Layout and Design:...............................................................................................................................4

PLANOGRAM USED BY PANTALOONS..................................................................................................5

Effects of Planogram..................................................................................................................................5

SPACE PRODUCTIVITY.............................................................................................................................5

FIXTURES.................................................................................................................................................5

WALL FIXTURES.....................................................................................................................................7

MERCHANDISE DISPLAY PLANNING.................................................................................................7

Performance Measurement Criteria................................................................................................................7

Store Structure................................................................................................................................................8

Workforce Management................................................................................................................................8

Customer Relationship Management.............................................................................................................9

Why CRM?..................................................................................................................................................9

CRM AT PANTALOONS................................................................................................................................9

PANTALOONS GREEN CARD PROGRAM........................................................................................................10

MEMBERSHIP & 12 MONTH PURCHASE-BASED UPGRADING SYSTEM.........................................................10

BENEFITS OF CRM TO PANTALOONS........................................................................................................11

Visual Merchandising at Pantaloons.............................................................................................................11

Visual Merchandising- Signage's..............................................................................................................11

Façadeinside Mall.....................................................................................................................................12

Store Entrance Signage’s & stickers.........................................................................................................14

SPACE ALLOCATION AND UTILIZATION........................................................................................14

DISPLAY AREAS, WALKWAYS & DOORS........................................................................................15

Staffing at Pantaloons...................................................................................................................................15

Customer service......................................................................................................................................15

Dress codes of staff...................................................................................................................................15

Online Platform of Pantaloons......................................................................................................................16

Social Media Existence.............................................................................................................................16

CONCLUSION................................................................................................................................................16

Introduction: PANTALOONS FASHION AND RETAIL LTD.

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013, there are 76 Pantaloons stores in 44 cities. Pantaloons was previously controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo Limited (ABNL).

Spotlighting today's buoyant youth, Pantaloons Fashion Retail Ltd., India's premium lifestyle apparel company offers chic and trendy fashion to meet their ever-changing needs. With innovative designs, concepts and products, the company brings the latest trends in fashion and clothing styles to the apparel market. Pantaloons reflect the ideology of always keeping alive the 'newness factor' through fashion apparel and accessories that are visually appealing and fashionably upbeat.

The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997. Over the years, the brand has undergone several transitions and re-invented itself to bring XII forth compelling trends and styles catering to the evolving fashion hub.

Since its inception, Pantaloons progressed from retailing just a mix of brands to its very own popular private labels as well, designed by the in-house Design Studio. With a sharp focus on bringing the latest in fashion, the Design Studio combines its prowess in design and aesthetics to present styles that keep the consumer fashionably dressed each season.

Initially positioned as a store catering to the fashion needs of the entire family, Pantaloons has now transitioned to a fashion and lifestyle brand with an emphasis on youth and a focus on designs that are inherently in sync with current fashion trends. This compelling combination has helped Pantaloons retain its place on the style radar of every consumer's wardrobe.

Pantaloons stores have an abundance of choices across categories that range from western to Indian wear, formal to party wear and active wear for men, women and kids. To further add to the customer's innumerable choices that reflect style, attitude, and comfort, Pantaloons has extended its horizons to fashion accessories like fragrances, footwear, handbags, watches, sunglasses and much more.

With a chain of 81 fashion stores across 40 cities and towns, Pantaloons is constantly extending its foot-prints into the rest of modern India.

Pantaloons which was previously controlled by the Future Group has now been taken over by Aditya Birla Nuvo Limited ['ABNL']. ABNL is a part of the prestigious Aditya Birla Group, a $40 billion Indian multinational, operating in 36 countries across the globe with over 136,000 employees.

The company offers an incredible and complete one-stop shopping experience to its buyers through its vast collection of more than 100 prestigious brands for the discerning fashionista. The 81 aesthetically designed stores spread across the country display a range of classy and trendy merchandise that truly lives up to Pantaloons’ maxim of ‘fresh fashion’.

A typical Pantaloons store is spread across a sprawling retail space of about 28,000 sq. ft., comprising a brand portfolio that runs across a wide gamut of styles that spell class. The collection includes ready-to-wear western and ethnic apparel for men, women and kids, complemented by an exhaustive range of accessories.

The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle, Honey, and Ajile — in western wear, as well as the choicest ethnic wear from RangManch, Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and W are also available.

The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare Leisure and JM Sport apart from trendy brands like Urbana, Scullers, John Miller, and Indigo Nation. Akkriti provides a wide selection of ethnic wear.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in exclusive brands like Lee Cooper Juniors, Chalk exclusive, Chirpy Pie & Bare in addition to international brands like Barbie and Disney. For the ethnic look, they can opt for traditional wear from Akkriti.

Pantaloons offer much more than just apparel. Customers can shop from an assortment of watches from renowned international brands like Tommy Hilfiger, Esprit etc.

They have different section for apparels at which mainly focuses on the new, stylish and fashionable clothes for all age group customers.There are different sections in the Pantaloons store of Shipra Mall:

Men’s formal Section Men’s casual Section Women’s formal Section Ethnic Section Kid’s Section Jewellery Section Footwear Section; etc.

Pantaloons In-house and out-house Brands

SEGMENTATION - Pantaloons generally make segments of their customers of different basis as follows:Geographical

Metropolitan cities Small town/Tier 2 cities (Muzaffarnagar, Moradabad)

Demographic Middle and upper middle classes Family life cycle (men, women and kids)

Psychographic

Socio economic class A1,A2,A3 Life style- culture oriented, fashion oriented

Behavioural Occasion- regular, seasonal Benefits- quality, economic services User status- regular user

TARGETING – The company primarily target the youths. The ideology of the company is Fresh Fashion, Fresh attitude, Fresh Feeling. It mainly focuses on the middle and upper middle income group of society. They are very serious behind the idea of “fresh fashion “and have projected youth at the

fore-front. The company has primarily focused on the youth of the country since the major part of the

population lies in the age of 18-40 which is the income group.

Store Layout and Design: The store layout and design is perfect in creating image in the minds of the customers. Planogram store design-providing lots of space for customers to walk and see varieties of

products without any difficulty. It is designed in a manner that customer’s have relaxing shopping experience. Different brands have been given separate store areas or space for enhancing the

experience.

Pantaloons follow free form of store layout. No particular format is followed; anything can be placed anywhere but strategically. The zonal head office decides the layout for the stores of that zone. While putting the products into the display, they just want to ensure that there is enough space for the customer to roam around and each product in the display is clearly visible to the customer.

They usually put their in-house brand into the front rows and the out-house brands into the back end rows. So that whenever the customer comes, they can have a look o their own brands before going to other brands.

The stores where the sale is very high, Pantaloons ensure that their own brand’s weightage should be more in comparison to out-house brands.

The store where the sale is not very high, weightage of out-house brands is higher so that the customers can get attracted towards the brands and they can increase their footfall. They get loyalty bonus from the brand holders to keep the out-house brand in the store.

Slightly they try to increase their own brands number when they feel that the footfall and the salesare increasing in that store.

PLANOGRAM USED BY PANTALOONS Shows the placement of retail products on shelves. It makes a section more aesthetically appealing to the customer.

Effects of Planogram Satisfying customer with a better visual appeal Tighter inventory control / reduction of out of stock: They try to sell the end stock

through their online website Better-related product positioning: Like western and cloths for work-out are adjacent to

each other; jewellery section is between women’s western and ethnic section etc. Assign selling potential to every inch of retail space: they ensure that each and every space

even it is a small one, is generating revenue in any terms. Effective communication tool for staff

SPACE PRODUCTIVITY

Pantaloons effectively utilizes its space in its store and as it is usually measured by sales per square foot of selling space therefore we came to know that it has been assigned in a logical manner so that it becomes convenient for customers to purchase and walk here and there to see the merchandise.

It has basically been done to make the purchase very easy and comfortable to the customers who visit the store and also it has been logically done in order to maintain the smooth functioning of various operational activities that take place inside the store of pantaloons.

FIXTURESIn the store we basically found three types of fixture fittings which can be seen in the store over all.

These are as follows-

Straight Rack

Gondolas

Round rack

Images of the same have also been included-

1. Straight rack:

2. Gondolas

3. Round Rack

WALL FIXTURESTo make store wall merchandisable, and ensure varieties of clothes have been fitted into it-

In order for the merchandise to look more appealing to the eyes of customers pantaloons ensures that there is proper and appealing wall fixtures on the walls of the store and the clothes have properly been fitted into those fixtures.

MERCHANDISE DISPLAY PLANNING Shelving

Hanging

Performance Measurement CriteriaIn order to measure their performance and to ensure that their strategies are being properly implemented Pantaloons uses basically 3 main criterias which primarily are :

1. Conversion rate

2. Ticket size

3. Basket size

The calculation has been shown as under-

Conversion Rate

= Total footfall / Total no. of bills generated

Ticket Size

= Total sales/ total bills generated

Performance Measurement Criteria

Basket Size

= total merchandise sold / Total bills generated

So with the help of these 3 performance measurement criteria the store tries to judge whether or not they are able to meet theirtargets effectively and efficiently and also to take corrective actions for the same. Also this helps them to build further new strategies for their store.

Store Structure

Workforce Management Two shifts practise

Morning shift Evening shift

(10:00 – 19:00) (13:00-22:00)

Girls are allowed to work only in morning shift

Total number of Employee 37

Pantaloons staff 28

Store Manager

(SM)

Dept. Mana

ger(DM)Men’s

Dept. Mana

ger(DM)Kids

Dept. Mana

ger(DM)Women’s

Dept. Manag

er(DM)Ethnic

Dept. Manag

er(DM)Non-

apparel

Marketing Head

Sales team(07)

Sales team(04)

Sales team(06)

Sales team(05)

Sales team(03)

Mark. team(12)

Non-Pantaloon staff 09

Customer Relationship ManagementThe activities in Pantaloons over Customer Relationship Management is to satisfy the customer and make the customer to be a loyal customer by providing various services and conducting activities in some occasions on special days like Women‘s day, independence day etc.

Why CRM? Want to focus both on acquisition & Retention

To convert daily footfalls into loyal customers

Extraordinary service and customer satisfaction

Increase customer share

CRM AT PANTALOONS In Future Group only Pantaloons is following Customer Loyalty Program

CRM is practiced through the “GREEN CARD” program

Software used is the ‘Customer Loyalty Program

Birthday Call to all Green card members

They Encourage repeat customer visits through their unique offers and special sale displays.

Payback in India’s largest and most successful multi-partner loyalty programs.

This program enables consumers to collect million of points across online and offline partners – with just a single card

PANTALOONS GREEN CARD PROGRAM

Informing the Customer about the loyalty program

To become a green card member

Filling of form

Enrolment payment of Rs. 100

While filling the form various customer details like

Name

Address

Date of Birth

Phone No.

e-mail id

Income

Relationship Status etc.

MEMBERSHIP & 12 MONTH PURCHASE-BASED UPGRADING SYSTEM

Three Star Card - Upgrade to a 3 star status by shopping for Rs. 8000/- immediately preceding 12 months of current shopping date.

Five Star card - Upgrade to a 5 star status by shopping for Rs. 20000/- immediately preceding 12 months of current shopping date.

Seven Star - Upgrade to a 7 star status by shopping for Rs. 40000/- immediately preceding 12 months of current shopping date.

BENEFITS OF CRM TO PANTALOONS Customer profiling

Direct Marketing

Personally recognizing customers

Integration of processes at the back end to identify customer buying habits

Offering appropriate value and great service to encourage repeat business

Ensuring that customer satisfaction continues to improve

Effective tool for retaining customer.

Promotion gets focused & thus cost reduction

Frequency of Green Card members doing repeat purchases

Visual Merchandising at Pantaloons

Visual Merchandising- Signage's

Pantaloons have many signages in store and outside as well to:

Provide information to customers. Clear fonts in Capital letter are shown. Message is clear and attractive for customer as it provides benefits. Using words such as “Just” to attract. Short text with clear meaning. Include logo to give a rich feeling.

Façadeinside Mall

They used City light poster for inside store visual merchandising and as when a white light glows behind the poster it attracts more customers.

There are three primary colors (red, yellow, and blue) and three secondary colors (orange, green, and purple). The primary colors are the colors that cannot be made by mixing any other colors, and the secondary colors are made by mixing two primaries together. Red combined with yellow makes orange, yellow combined with blue makes green, and blue combined with red makes purple.

These six colors often appear together on a color wheel in this order: red, orange, yellow, green, blue, purple (then back to red). This places the warm colors (red, orange and yellow) on one side of the wheel, and the cool colors (green, blue and purple) on the other side of the color wheel. This also places the secondary colors in between the two colors that were used to create them. Colors found opposite each other on the color wheel are known as complimentary colors. Complimentary colors are known to be “opposites”–as different from each other as black is from white. Complimentary colors stand out against each other and are often used together for basic graphic designs.

Through the color theory system, different colors are known to achieve different effects. Different colors may draw the viewers in, lead the eye of the viewer around on the surface of the object or image, and create different emotional responses.

Visual Cohesiveness and Balance

Color schemes that hold together well tend to be derived from the color wheel in a way that is logical and almost mathematical in nature. For example, a monochromatic color scheme is a color scheme based on one color only. Complimentary color schemes, on the other hand, are created from two colors that sit opposite one another on the color wheel (example: blue and orange). A triadic color scheme is created by choosing three colors of equal distance from one another on the color wheel.

Colors affect the emotions of the people who see them. In general, cool colors are colors of calm, sadness or peace, while warm colors are colors of passion, aggression and excitement. People are aware of this to some degree, and when they see an image that utilizes specific color schemes, they understand the meaning of those colors.

What will you do when one day you come to office thinking that this time i will design something so artistic and amazingly dramatic and to your shock you come to know your budgets have been cut to half. Where you were planning to spend ($$$$) in a window you come to know it has become half.

but after getting over this shock over tea( 20 cups) , Pantaloons planned how can you actually make something really cool in a very tight budget, for that we first saw what is the current window

, which was festive then we saw the brief for the upcoming promotions which was winter wear window display.

Sothey decided that we reuse whatever we can and give a complete make over to the window.

Before (festive window)

 

From this window we took the same backdrop and reused the same moulding by just rearranging the placement, and created a room scenario in winters were we had a fire place and etc.

After (winter window)

Store Entrance Signage’s & stickers

They also put signages and stickers in front of entrance doors to attract customers by providing information about the exciting offers.

Inside the store they use the lighting concept and put gondolas and round racks and straight racks to take full usage of space. Pantaloons have applied the concept of category management in its day-to-day merchandising function as against the traditional brand management merchandising practice followed by most retailers. Category managers look at sales and margins of each brand in a category. The whole idea of category management is to create products across length and breadth of a category at different price points, fabrics, design, shape, seasons, colour and size.

Exterior Store Design

The exterior appearance of a store silently announces what customers can expect inside. Good exterior visual merchandising attracts attention, creates interest and invites the customer into the business.

Interior Store design

Flooring and Ceiling Graphics & Sign ages

Lighting Music

Store security Colour & Fragrance

SPACE ALLOCATION AND UTILIZATION Furniture and fixtures Walk Ways and Entries Sound type and density Odour type and density

Visual merchandising- Merchandise Type and Density

DISPLAY AREAS, WALKWAYS & DOORSPantaloons stores have very attractive display areas, in which they put the dummies, accessories & all. They have a broad walkway & doorways.

Staffing at PantaloonsA retail staffing service is different from a traditional staffing firm. Temporary staff associated with these retail-oriented firms are often specifically trained and experienced in the retail sector. This makes employees of these services more viable candidates for retail positions in need of being filled, either on a permanent or temporary basis.

A retail staffing service is an employment firm that specializes in placing employees in retail positions, ranging from clothing stores to big box retailers and everything in between. This service may court employees with retail experience or train employees looking to work in retail. Retail staffing firms may form relationships with retailers throughout the community to funnel workers into their stores for training purposes or to land temporary or permanent positions.

The benefits of using a retail staffing service are numerous to the retailers that take advantage of such services. The main benefit is that you get experienced employees that understand the value of customer service as well as the importance of making sales goals. Using specific staffing services also ensures that you get people already screened by the staffing firm, which is another benefit.

Customer service

We have all felt the growing frustration of waiting unnecessarily, being ignored or facing inefficiency when shopping. In these tough times, customers are more and more likely to reject bad service when a competitor can offer the same products and price without the hassle. Retailers can no longer view customer service as an option and providing a positive retail customer experience is vital. A coherent and successful retail service model is the differentiating factor between a successful and unsuccessful business.Based upon research conducted by Customer Champions, on behalf of Skillsmart Retail, and utilising interviews with a range of retailers such as Waitrose and Marks & Spencer through to outstanding independent retailers, this article begins to cover some of the findings when it comes to retail customer service.

Dress codes of staffAt pantaloons they decide dress code of staff on basis of brands of brands. If there is an in house brand so the staff allotted to it will be wearing the T-shirts of that brands and if the staff is belonging to any out house brand then he must be wearing the black t-shirt with the brand name of

which they are associated into. This practice is using by retail stores to make their customers aware about in house brands and out house brands.

Online Platform of PantaloonsPantaloons is also into online business by their own website that is www. pantaloons.com wherein customers can check out latest offers online and order products as well.

Social Media ExistencePantaloons are using various social networking sites to grab its customer’s attention and as well as try to get them engaged. They are into Instagram, twitter and Facebook. They have also launched an innovative offer on Facebook that is they show a picture of apparels and shoes as well as accessories in which customers can mix and match any of them according to their choice. This gives customers a free hand edge to choose anything and make their taste better.

CONCLUSION

Pantaloon Retail (India) Ltd is a company where it strives for lifestyle and value through its products and services. Through the study, it is observed that pantaloon can be said an organization where the P’s of marketing is taken seriously for the maximum profitability through large range of products, promotional activities for the company and a solid sales organization monitoring that the P’s are worked effectively. The store has been well maintained in accordance with the latest demands of the consumers and through all these strategies Pantaloon ensures repeated customer patronage.