Department of Fashion
Management Studies NIFT Jodhpur
Subject- Customer Experiences Management and
Retail Operations
Assignment 2- Proposing new Customer Experience
for Lifestyle pvt ltd. and Metro Shoes
Submitted to- Submitted by-
Dr. Shikha Gupta Aishwarya Nair
Akshata Pai
Pratibha Chaudhary
Pritika Gupta
About the Brand
Lifestyle, a part of Dubai-based retail and hospitality conglomerate, The Landmark
Lifestyle
Group, is a true Omnichannel player with a country-wide presence across 77
stores in 44 cities and delivering to over 18,000 pincodes through their online
store.
Lifestyle opened its first store in Chennai, Tamil Nadu, India in 1999. Each Lifestyle
store offers womenswear, menswear, kidswear, footwear & bags, beauty & skin-
care, accessories (watches, fragrances, sunglasses) & more.
Lifestyle International Pvt. Ltd is led by Shital Mehta, who is the managing director
of the company.
Landmark Group's business in India, which started with the Lifestyle stores, has
now expanded to include Home Centre, Max, and Easybuy.
Existing features
‘Click & Collect’ – an Om- Fitting Room Assistance The Self-Checkout kiosk is
Our in-store Endless-Aisle
nichannel initiative that program that has a facility that allows cus-
initiative helps a custom-
allows customers to order emerged from our tomers to bill their mer-
er to find her missing size
online and collect mer- insights into our custom- chandise and complete
on our online channel,
chandise from a Lifestyle er shopping behavior, the payment transaction
store of their choice allows for size retrieval in a few simple steps on
with the help of technol- their own.
ogy
Understanding Customer experience through mapping
Phase Browsing
Preview
Decision Making
Checkout
Amrita is an IT worker employed in a Excited to buy a new Anxious about the hygiene of the Will it suit the occasion I am Hopefully I will get the right
leading company in Bangalore. She finds Thinking/ garment! fitting room buying for? price.
time to go out on weekdays also. Loves to
dance, explore new cuisines and make
feeling What product should I pick? How does this look on me/ does Will I get co-ordinated acces- How do I use operate this
self-checkout kiosk?
Concerned about the price of this outfit suit me? sories?
new friends. Gets frustrated when the Yay! I have a new garment to
the garment Ugh! I sent the signal but the staff is
store is crowded and staff doesn’t focus
on her. still not here!! wear!
Extrovert
Ambitious
Age: 26
Work: IT Professional
Experience
Adventurous Location: Bangalore Happy Frustrated Confused
Status: Dating Satisfied
MOTIVATIONS INTERESTS
Love Traveling
Growth Clubbing
Family Dancing
Making friends
GOALS PAIN POINTS No catalogue to
Grow strong industry reputa- Being held at work due to
Lack of information Least bothered staff to Trying to figure out
tion data issues Pain Points about the products. assist the customer visualise on how to how the self checkout
Make new friends Finding trendy clothes for style the product kiosk works
Travel somewhere every few traveling and dancing
months Finding hard to
More detailed data More responsive staff Catalogues on how to Guidance on how to
Improvements about the price, fabric towards the need of the style the outfit utilise the self check-
and related things customer out
about the product.
Problems Identified
In pandemic situation Tags are too difficult to Difficulty in visualiz-
the sanitization of tackle for any information ing the entire outfit.
fitting room are not about the products for
prioritised the consumers
Poor assistance of staff Click & Collect
due to crowded store There is no option for
and to deal with lot of trying the selected gar-
customer at the same ments and you are
time, so the pager bound to buy it.
system is not apt.
Solutions to enhance customer experience
Price checker UV air steriliser Catalogue Mirror Click TRY & collect
Price Checker:
1. Price Checker is designed to help retail-
Collect the items
ers reduce their operation costs and selected
improve their customers overall shopping
experience.
2. Provides the price verifying functionality
for customer self-service, allowing store em- Go to nearest price
ployees to do more. checker machine
3. With the 5.7 inch Color screen, the PC500
has a built-in broadcasting function with
the ability to play multi-media formats
Scan the
(including picture and video), which can bar-codes of the
easily display store promotions and adver- product given
tisements to the customers. on the tags.
4. Simple applications such as price, cus-
tomer information and inventory checks to
highly intuitive and elegantly designed All the information
multimedia applications such as how-to or regarding the
product informational videos and product scanned product will
catalogues, allowing shoppers, guests and be displayed on the
travellers to get the information they need screen
quickly and easily.
UV Air Sterilizer trial rooms
A medically certified ultravio-
let air steriliser is installed
inside.
2. So almost 99% of germs and
viruses floating in the air are
eliminated which will help pre-
vent infectious diseases like
COVID-19.
3. You can also sterilize clothes
and at the same time clean the
interior of the fitting room
whilst you clean the clothes
that have been prior tried on
Once the customer has their appointment by somebody.
booked for "click , try and collect" the staff
will keep the clothes inside the trial room at 4. It is designed to create new
least 15 mins prior and a red light turns on to customer confidence by steri-
signal that the disinfection process has lizing the fitting room environ-
begun; and switches back green to signify ment when its not in use.
that the process has been completed. By the
time the customer arrives everything will be
sanitized.
Virtual Catalogue Mirror
Features
Look book of the Online assistance Scanning D i ff e r e n t
product your body Backgrounds
1. Lifestyle can introduce a smart mirror. The How it will work.
smart mirror will combine voice and facial rec-
ognition in order to communicate with custom-
ers.
Scans your body
2. Customers will be able to use voice com- Go to virtual Mirror
mands to take selfies that will be virtually inte- Installed in store
Give your data
grated with the Lifestyle catalogue. input
3. The image can be downloaded to one's Selects product from
phone via QR code. At the same time, custom- look book to try
ers can get a discount of over 20% and free Virtual product
trial
shipping costs if they subscribe to the Lifestyle
Newsletter.
4. As well as voice and facial recognition, the
mirror also gives out shopping tips. The mirror Checkout
provides customers with various outfit sugges- Fit room
tions, which can be ordered directly from the Trial
Staff will keep
online shop using the QR code. ready the product Checkout
in the trial room
Click TRY & collect
Employee will
keep the product
ready in the trial
room in the select-
ed time
Selects a product
online
Selects time of
her choice to try
and collect the
Virtual
product
Arrives at store
Scans the code for
verification
Actual
Brand in consideration
METRO SHOES
Brand Story
In the year of liberation, 1947, a lone shoe store opened its doors to the public in Colaba, Mumbai. Metro Shoes, the brand, is now a household
name in India. Over the past seven decades, the company and the brand have become synonymous with unmatched quality, skilled craftsman-
ship and high-fashion products in the footwear industry.
Metro Shoes has a countrywide network of retail stores at more than 200+ locations across 100+ cities in India designed to bring customers, an
extensive collection of footwear and accessories to suit their every need. What began as a single outlet in Mumbai has today grown into a
nationwide chain of exclusive fashion footwear and accessories stores for the entire family
Brand Visionone brand in the footwear and accessories market and to be recognized as a prestigious company through focused business
To be the number
To be the number
development, one brand in
differentiation the footwear
through and accessories
innovation, marketempowerment,
passion through and to be recognized as reduction
and cost a prestigious company
through throughoffocused
economies business
scale and world
development,
class differentiation
systems and procedures.through innovation, passion through empowerment, and cost reduction through economies of scale and world
class systems and procedures.
Brand Features
Give our customers All variety of shoes for Accessories like belt, Provide sustainable
affordable luxury every occasion wallets, socks, handker- shoes
chiefs, shoe polish etc.
Present Scenario
Endless aisle concept
450 retail stores in Offline sale - 85%
and electronic screens to
100 cities Online sale - 15%
give more aspirational
visuals.
Observed Customer Experience
Approachable Unavailability of sizes Fragmented Omni channel Merchandise not categorized
staff retailing
Problems Identified Solution Considerations
Unavailability of desired sizes and colors online/ offline.
BUY ONLINE RETURN ONLINE
Unaware of offline stores and their offers.
Delay in delivery of items purchased online
Returns refunded as store credit valid for 90 days rather BUY OFFLINE RETURN OFFLINE
than cash or Metro coins.
Separate return policies for online and offline purchase
Bridge the gap Convenient and
To increase the tailored experience
between online
footfall and sales for any customer
and offline retail
In offline stores
platforms
Omni - Channel Solution through flowchart Representation
Visual Merchandising concept
1. Connect parallel to Display
2. Seating staggered and fragmented,display surrounding the seating for
better visual connectivity.
3. Flow of vision along the meandering pattern of display boxes in all three
axes by pulling the points further upwards for clear visibility of the displayed
merchandise
References
https://www.archdaily.com/874329/regal-shoes-nudes
https://www.moodiedavittreport.com/umdasch-reveals-self-disinfecting-uv-c-fitting-room/
https://www.indianretailer.com/interview/retail-people/profiles/how-footwear-retailer-
metro-shoes-is-combating-the-covid-19-crisis.i1748/
https://saudigazette.com.sa/article/146397
https://www.metroshoes.net/about-us
https://retail.economictimes.indiatimes.com/news/apparel-fashion/apparel/metro-shoes-
clocks-13-cr-online-sales-plans-store-portfolio-expansion/58841659
https://en.wikipedia.org/wiki/Lifestyle_(department_store)
https://www.businessinsider.com/hm-is-trialling-a-mirror-that-suggests-outfits-and-
customers-love-it-2018-6?IR=T
