RETAIL MARKETING

RELIANCE TRENDS

GROUP 3, RETAIL B
ABOUT THE STORE

Name: Reliance Trends

Location: Acme mall, Santa Cruz West

No. of Floors: 2 floors linked by a travelator

● Women and Kids section on the ground floor

● Men’s section on the lower ground floor

Stores in vicinity: Reliance Jewels and Reliance Digital

INSIGHTS
Mechanics of Shopping:

● Visibility of Signage- Clear Signage(LED Boards),

visible from a distance
● Reach to the objects- Comfortable, Clothes in low
racks with hangers and folded
● Customers walk at a leisure pace- Many options
creating an urge to check out different clothes
● Holding capacity of human hands- No external
stimulus to take a shopping bag at the entrance
● Seating or waiting areas- No seating areas on the
shop floor, only available in the trial room section
● Transition zone- Display of clothes at the entrance,
security check on a raised platform
● Chevroning- Racks placed at an angled for more
visibility, valid for entrance to each section (men,
women, kids)
INSIGHTS
Demographics of Shopping:

● Assortment of kids apparel as per their

age(0-2, 2-8, 9-16 for boys)
● Men tend to be more inclined towards
sports: Sports private label(performax) at
the start of the Men’s section with a
mannequin
● Kids section clubbed with Women
section(Kids buy with moms)
● 3 separate dressing rooms for Men, Women
and Kids.
INSIGHTS
Dynamics of Shopping:

● Presentation/Aesthetics: Color coordinated

Mannequins, Fancy ways to fold clothes
○ Jeans in hangers
○ Shirts with folded sleeves
● Mirrors : Most of the mirrors in the trial room
area
● Discovery: No element of discovery and each
rack marked by clear signage
● Recognition: Existing loyalty scheme based on
points proportionate to the shopping amount
● Footwear section with seating arrangement for
easy trial
● Billing counters available on both the floors
● Mens accessories(Deos) placed near the billing
counter in Women section
IMPROVEMENTS

Mechanics of Shopping:

● Holding capacity of human hands- There should be a stimulus to take a carry bag
● Seating or waiting areas- There should be seating areas for men, a signage to
point to the waiting area may also work well
● Accessories- Men accessories should be placed in a more visible space near the
billing counter in the Men’s section

Dynamics of Shopping:

● More mirrors should be placed in the men’s section to avoid rush in the trial room
area
BEST PRACTICES

1. Changing visual appeal and assortment at the entrance for the festive season
a. The view of the store from outside looked vibrant because of the festive
assortment
2. Precise signages knowing that customers do not spend much time reading them
3. Accessories at the reception counter for impulse buying
4. Attractive shelf placements of products
5. Private labels at the start of a section followed by other brands to boost their sales
6. Online portal access inside the store to give multi channel experience
Photos