Retail Store Audit
Field Assignment
STAR BAZAR PHOENIX Students are instructed to visit a retail store and analyze it with respect to the following : 1. o!ation Anal"sis 1 Describe the current location of the store. (standalone, business centre, shopping centre, residential, etc) Ans. Residential and business centre 2. Analyze the suitability of the store location with respect to target customers. Ans. t!s one of the biggest mall situated near "iman #agar, which is commercial hub and falls under the posh residential area. $o the people residing in nearby community would prefer to shop from malls rather than local %irana store. & 'as the store pro(ided par%ing facility) (free or pay and par%) Ans. *ree par%ing +. Analyze competition in the area. Ans. ,ompetition from departmental store li%e Reliance Retail outlets ( trends and footprint), -egamart, .antaloons. /. Analyze the trading area co(ered by the store) Ans. "iman nagar, 0haradi, 0alyani #agar, "ishantwadi.
#. Produ!t Anal"sis Analyze the product mi1 with respect to product categories, prominent brands and pri(ate labels carried by the store. Ans. .roduct category23 Apparels, 4-,D, $taples, *ood , #onfood , *resh (ba%ery butchery) , Dairy and frozen food. .rominent 5rand 23 '67, .84, A-67, "en%y, American tourist, ,o%e , .epsi, .arle, ,adbury, etc 9here were other $ $ brands23 chaat e1press, titan , florist, etc .ri(ate 7abel23 9ata star bazar pri(ate label brands and 9esco pri(ate label brands. $. Pri!ing Anal"sis Analyze the pricing strategies adopted by the store. Ans. 4i(ing customer lowest price deals. -ass pricing strategy 9hey ha(e special offer prices for wee%ends %. Promotion Anal"sis Analyze the ad(ertising and sales promotion acti(ities carried out by the store. (indoor and outdoor ) 9hey had a promotion running :;7o(e the .rice<, where they claimed to ha(e the lowest prices as compared to their competitors. 9hey ha(e (arious branding and sampling acti(ity. 9hey ha(e a customer loyalty program called club card membership wherein they gi(e points on purchases which can be redeemed later.
&. Store Atmos'(eri!s 1. Describe the layout of the store) (type of layout, efficient usage of space, location of billing counters, cleanliness, etc) Ans. 2. Describe the ambience of the store) (flooring, lighting, wall te1tures, music, air conditioning, etc) Ans.
&. Describe the presentation of products in the store ( display on shel(es, window display, manne=uins, etc) Ans. +. Describe the mode of pro(iding information in the store (signage, announcements, etc) Ans. $ignage as well as announcements. /. Does the store pro(ide complete information relating to promotional schemes, store policy regarding return of sold goods, wor%ing hours, etc) $uggestions for impro(ement, if any>>>>>>>> ). Em'lo"ee Anal"sis 1. Are the employees in uniform) Ans. ?es 2. Are the employees neatly dressed) Ans. -ost of them. &. Are the employees courteous and helpful) Ans. 9hey were ready to help but few of them lac%ed information about the products. +. Are the employees %nowledgeable) Ans. 9hey were ha(ing %nowledge about the placing of the products but lac%ed the %nowledge about the product. As per as product %nowledge is concerned only few had it. $uggestions for employee training, if any >9raining about the product benefits and target customer should be pro(ided so that they could help the customers to choose the products. *. +ustomer Ser,i!e Anal"sis 1. Describe the (arious (alue added ser(ices pro(ided by the store. Ans. $nac%s counter, Decorati(e plant counter, small shop ha(ing decorati(e stuff for you house. 2. Does the customer spend too much time at the billing counter) Ans. 9hey had @ billing counters which help them to ma%e the billing wor% fast. &. Are the customers satisfied with handling of =ueries and complaints) Ans. At the e1it there was customer ser(ice counter which handle all the =ueries and complaints. 9he store manager remain there only and any customer who has a complaint is sorted there only. As a 9A9A group company they ta%e care of the customer e1perience and try to ma%e the shopping easy and better. $uggestions for impro(ement, if any>
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