Comparing Robinson and Citra Swalayan

I. Profile a. Robinson Robinsons Supermarket Corporation is one of the largest supermarket chains in the Philippines today. Its first branch, Robinsons Supermarket Cebu Fuente, opened in 1985 Today, it has 49 branches across the Philippines. Robinsons Supermarket belongs to the Robinsons Retail group along with Robinsons Department Store, Handyman Do It Best Center, Robinsons Appliances, Top Shop, Dorothy Perkins, Wallis, Toys R Us, and True Value.

Robinson not only in Philippines but also there are in Singapore, Malaysia, and Indonesia. Robison collaborated with many Mall in singapore, malaysia and indonesia. In indonesia, more than 50 city that has Robinson Supermarket and join with many big mall in indonesia. One of them in Padang. In padang, Robinson is in Plaza Andalas that located at Jl. Pemuda near at capital city in Padang.

Robinsons Supermarket seeks to educate and empower its customers on their choice of foods and products to promote healthy living and proper nutrition. Its slogan, Eat Well Spend Less, captures this philosophy. Under the Eat Well Spend Less campaign is the Apple Tag Specials, a promotion that offers discounts and premiums on selected healthy products. Its Whole Health section, a destination area, groups foods and products according to their health benefits. To complement this are activation programs such as nutrition counseling, bone scanning and blood sugar testing that are free of charge. It also offers a wide selection of meats, seafoods, fruits and vegetables and organic produce in its Fresh section.

This unique philosophy is complemented by well-designed stores that offer convenience and good service. Robinsons Supermarket features a wide variety of merchandise that allows shoppers to complete their grocery shopping under one roof.

b. Citra swalayan Citra Swalayan is one of the "retail store" in Padang, Indonesia which was pioneered by Guspardi Gaus and now, continuing by his son, Redian Fikri Guspardi. Citra Swalayan has nine branches in Padang and Pasaman. Citra Swalayan existence in some cities, especially In Padang, West Sumatra has been recognized. From year to year, Citra Swalayan spread from downtown to the residential complex. Local retail company is pursuing the market from the top to middle to bottom. Citra Swalayan sells the goods for daily needs, Citra Swalayan is a place full of spending, not only in terms of their employees are very friendly, polite and goods available are items that have good quality at affordable prices. Citra Swalayan is easy on the visit because of its strategic location and also have branches scattered in the Padang. We choose Citra Swalayan that located at Simpang Anduring. Citra Swalayan at Simpang Anduring have more stategic place, because at a crossroads, and on the rood there are nomarking/ lane divider, so that consumer can go to any of Citra Swalayan. II. Evaluation instrument a. Store layout and Design Some objectives for a store design are to: (1) implement the retailer's strategy, (2) influence customer buying behavior, (3) provide flexibility, (4) control design and maintenance costs, and (5) meet legal requirements. Typically, a store design cannot achieve all of these objectives, so managers make trade-offs among objectives, such as providing convenience versus encouraging exploration. The basic elements in a design that guide customers through the store are the layout, signage, and feature areas. A good store layout helps customers find and purchase merchandise. Several types of layouts commonly used by retailers are the grid, race track, and free-form. The grid design is best for stores in which customers are expected to explore

the entire store, such as grocery stores and drugstores. Racetrack designs are more common in large upscale stores like department stores. Freeform designs are usually found in small specialty stores and within large stores' departments. Based on our survey between Robinson and Citra Swalayan, both of them are using grid store layout where the placement of product according to type and characteristic of each product. The differences of this stores is the variation of product, for example in Robinson we can find vegetables, meat, chicken and fruit but we can not find it in Citra Swalayan. The advantages of grid store layout are: It efficiently uses the store space It allows orderly stocking Helps shoppers to see a great number of items easily It is simple and predictable to navigate In a self-service format, this arrangement permits customers to shop in a quick and in a routine manner. Strategic location of departments ensures that customers are drawn through the store and exposed to all merchandise categories. Simplify the inventory maintenance.

While the disadvantages of grid store layout are: This model creates a psychological effect on customers that it is constraining and rushed, which may reduce the time spend by customer in browsing. It is not aesthetically pleasing. As it contains long gondolas of merchandise and aisles in a repetitive pattern, it creates a monotonous effect that makes the customers feel bored after a certain time. It is not necessarily convenient for all consumers or the most effective selling approach. Certainly the main aisles will get lots of

exposure, but the secondary aisles are often over looked and as a result sales are missed out. Signage and graphics help customers locate specific products and departments, provide product information, and suggest items or special purchases. In addition, graphics, such as photo panels, can enhance the store environment and the store's image. Digital signage has several advantages over traditional printed signage, but the initial fixed costs have made the adoption of this technology slow. In order to make the customer easier to find the product that they want, Robinson is using signage otherwise in Citra Swalayan they do not use it. Thats why sometimes when we come to Citra Swalayan we get confused about kind of product. b. Visual merchandising The location of merchandise categories also plays a role in how customers navigate through the store. By strategically placing impulse and demand/destination merchandise throughout the store, retailers can increase the chances that customers will shop the entire store and that their attention will be focused on the merchandise that the retailer is most interested in selling. In locating merchandise categories, retailers need to consider typical consumer shopping patterns.

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Referencess: http://www.linkedin.com/company/robinsons-supermarket http://www.ciputraentrepreneurship.com/perdagangan/13210-redian-fikri-guspardi-jualbarang-lebih-murah-di-citra-swalayan.html

http://citraswalayan.blogspot.com/2012_01_01_archive.html http://www.robinsons-supermarket.com.ph/aboutus/company_profile.htm http://en.wikipedia.org/wiki/Robinson_%26_Co.