Retailing Survey on Westside

8/13/2019 Retailing Survey on Westside

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Retailing survey

On

Westside

Submitted to- Submitted by-

Dr. S. Shajahan Shahnawaz Anwer

e-mail- [email protected]

mob!"##$%!&'$(
mailto:[email protected]:[email protected]


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)ntroduction

Style, affordable prices, quality: these are the factors that have shaped Westsides success

story in the retail fashion stores business. Launched in 1998 in Banalore, the Westsidechain has, ever since, been settin the standards for other fashion retailers to follo!.

Westside stands out fro" the co"petition for a variety of reasons. #ne is that a "a$ority

of the brands the chain stoc%s and sells are its o!n, unli%e retailers !ho store "ultiple

labels. &bout 9' per cent of Westsides offerins are ho"e(ro!n, and they cater todifferent custo"er se"ents. )he other 1' per cent includes toys, cos"etics and linerie.

Westside has recently e*panded its rane of "erchandise by offerin outfits fro" so"e of

+ndias best(%no!n fashion desiners, a"on the" Wendell oderic%s, &nita -onre,

rishna /ehta and /ona 0ali. )his is an interestin "ar%etin shift, since it "eans"ovin a!ay fro" the chains only(our(o!n(brands concept.

Westside is a de*artmental store having several *roduct line + according to , &!!list out o to* our retail com*anies rent ran/ed 0rdas

0antaloon retail

Shoppers shop

)rent

0rovoue +ndia

Westside, a unit of )rent Ltd. Westside already has three stores in the Banalore at

o""ercial Street, ora"anla 2foru"3, and 4aruda shoppin "all.

)he ae roup of people visitin the store is in bet!een 18(5'. 26pper "iddle and "iddle

class3 )he attraction of the shoppin is basically the fe"ale population. )he "ove"ent of

"ens apparels is also due to the ladies buyin for the "en.

75,''' sq ft store at the oru" /all oru" is reisterin ,''' footfalls a day on!ee%ends. Spread across ',''' sq ft, Westside;s store at 4aruda /all has averae

footfalls of over ',''' a day. )he averae foot falls at the Westside store is around

5''' at the foru" "all.

Survey or ootalls at wee/end + during ordinary days

(.At wee/end1Sunday b2w 0-&*m3

0er 1' "in < 5 footfalls

0er 1 hr < 7='footfalls

1 !or%in day21'hr3 < 7='' footfalls


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% During ordinary days1uesday b2w &-4*m3

0er 1' "in < ' footfalls

0er 1 hr < 18'footfalls

1 !or%in day21'hr3 < 18'' footfalls

Arrangement in Store

(.5round loor-

7 fast 5 6

/ens !ear

/ens foot!ear

Wo"en ethnic !ear

>e!elry ? accessories

@andbas

Watches

Ladys foot!ear

usto"er service des%

lub !est des%

%.(st loor-

Wo"ens !estern !ear

S

ids foot !ear

ids !ear

@ousehold ite"s

4ifts

4ia2it is the 1stprovider of !o"ens AL sie t(shirts etc.3

Lineries

Washroo"s

)o irriate the space better Westside have the entrance on the round floor and e*it on the

first floor. +n case of visual "erchandisin all the cateory of clothes of all sies and

varieties are displayed and hence the consu"ption of space for shelves is reduced. &nd itis convenient for custo"ers to choose and for the attentandents to support buyin.

0rofitability of Westside Banalore is "ore than that in -elhi and Banalore because

youth here have "uch spendin po!er. +t is also driven fro" stron de"and bac%ed byquality products and latest fashion.


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Services + Store Atmos*here in Westside

0repurchase services include acceptin telephone ? "ail orders, advertisin,

!indo! ? interior display, fittin roo"s, fashion sho!s +t provides post purchase service includin shippin ? delivery, ift !rappin,

ad$ust"ents ? returns, alteration ? tailorin

+t also provides ancillary services includin eneral infor"ation, chec% cashin,

par%in, restaurants, repairs, interior decoratin, credit etc.

6rivate 7rands in Westside

7 5 6

S 4ia

6rban anel

+nti"a

-avid $ones

&scot

Blac% berry

he Westside stores wear a bright8 estive loo/ and8 in /ee* with the mood o theseason8 hosting a estival bright.

With the sole ob$ective of re!ardin its loyal custo"ers for their patronae, Westside haslined up a bonana of surprise ifts. Cvery shopper ets a scratch(and(!in card !hich

entitles the" entry into a contest. )hose "a%in purchases above s 1,'' are also

entitled to receive other pleasant surprises

he trendy householdsection has a co"plete ne! rane of bed linen in elephant "otifs,floral "otifs and paisley desin. )he color palette for the festive collection includes

fla"in orane, royal blue and other vibrant colors to depict festivity.

he git sectionhas a plethora of ifts D terracotta pots, urns, %nic%(%nac%s and diyasin

beautiful colors, shapes and sies. )he store has also introduced a ne! rane of furnitureand other household oods, includin cabinets, butler trays and "irrors in !ood !ith an

antique finish. &n innovative rane in !rouht iron and rope has been introduced in

utility ite"s !hich include "aaine rac%s, foldin stools, $a" pots on trays and 4aneshain brass and terracotta.


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9acing the challenge

)he reatest challene for Westside in its quest for a place in the retail sun is not the

co"petition fro" si"ilar oranied players, but fro" the unoranied sector 298 per cent

of +ndias retail ar"ent industry operates in the unoranied sector3.

)he other challene for Westside is that the retail fashion business in the country isbeco"in increasinly cro!ded !ith ne! players, +ndian and forein. &"on the ne!

entrants have been Wills Sport, Lifestyle, ay"onds 2Be3, 4lobus, Ei%e, rocodile,

/ano and, the latest, /ar%s ? Spencer.

6romotions

(. :lub west card *rogram

&n assured return-and-e;change policy reinforces custo"er confidence in the chain

&nother !innin Westside idea is lub West, a custo"er loyalty prora""e launched in

/ay 7''1. )he ','''(plus "e"bers of this club et rebates at restaurants and onholiday pac%aes fro" the )a$ 4roup of @otels, ho"e delivery of alterations, and best of

all, special shoppin hours on the first day of any discount sales event oranied by the

chain.

)m*ortant beneits o club west card

/ost attractive re!ards shoppin

+nstant use of the card

Casy to operate

C*tra convenience

Falidity at all stores

Westside does its reular brand buildin throuh advertise"ents in the "edia !ith branda"bassador


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Westside has launched a ne! ad ca"pain titled ;ashion logy;. )he ca"pain is desined

to provide the buyer !ith not $ust clothin, but also uides and aid on dressin s"art,

stylin and accessoriin. )he ca"pain sees on(round activities and pro"otionsdesined to interact !ith the consu"er about their style

+t includes !o"ens corporate !ear, irls !ear, la" deni".

he hree :s

orporate clothin is a "a$or co"ponent of Westside "erchandise. )he e"phasis here ison the three s: co"fort, crispness and coordination, and the oal is to provide the

co"plete corporate loo%, !here color, clothes and accessories are "i*ed and "atched in a

"anner that creates har"ony bet!een the person and the clothes he or she !ears.

Westsides e"ployees are iven reular trainin for better interaction. So"e thins "ay

ta%e loner. )he !ish list, a tool for custo"ers to let Westside %no! their preferences,cannot be realied i""ediately. #nly if there is an opti"u" de"and can the store loo% at

fulfillin it. 4ia, Westsides brand for larer(sied require"ents, !as the outco"e of onesuch need.

)he co"pany identifies star e"ployees in each store and desinates the" as coaches

responsible for the trainin of their o!n store staff. )oday, each store has three %inds of

coaches D a custo"er service coach, an +) s%ills coach and a product %no!lede coach.)he success of this prora""e has "ade it a bench"ar% for all )ata 4roup co"panies.

Westside *rovides our levels o service

Sel service- self service is the corner stone of all discount operations. /anycusto"er are !illin to carry out their o!n locate co"pare select process to

save "oney

Sel selection-custo"er find o!n oods, althouh they can as% for assistance

=imited Service-Westside also offers services li%e credit, "erchandiin etc.

9ull Service( Sales people are ready to assist to any phase of the locate

co"pare select process. usto"er !ho li%e to be !aited o!n prefer these type

of stores.

>ar/eting Strategies ado*ted by Westside

Attract sho**ers + /ee* them in stores- the a"ount of ti"e shoppers

spend in a store is perhaps the sinle "ost i"portant factor in deter"inin

ho! "uch they !ill buy.

?onor the transition zone-on enterin a store, people need to slo! do!n

? short out the sti"uli !hich "eans custo"er !ill li%ely be "ovin to

fast to respond positively.


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Dont ma/e them hunt-put the "ost popular products up front to re!ard

busy custo"er ? encourae the" to loo% "ore.

Womens need more s*ace-& custo"er specially a !o"en is far lessli%ely to buy an ite" if her derriere is brushed by any other custo"er.

Retailing Survey on Westside

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