analysis of westside retail store

Introduction

Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest growing chains of retail stores. The Westside stores hae nu!erous depart!ents to !eet the aried shopping needs of custo!ers. These include "enswear, Wo!en#s wear, $id#s wear, %ootwear, &os!etics, erfu!es and (andbags, (ousehold )ccessories, lingerie, and Gifts. The co!pan* has alread* established + Westsi stside de depa depart rt!e !ent ntal al stor stores es -! -!ea easu suri ring ng 1,/ 1,/// //0+ 0+/, /,// /// / sua suare re feet feet each each22 in )h!e )h!edab dabad, ad, 3anga 3angalor lore, e, &hen &hennai nai,, 4elhi 4elhi,, Gurg Gurgao aon, n, Gha5ia Gha5iabad bad 6 7oida 7oida -to be consid considere ered d as 1 cit*2 cit*2,, (*der (*derab abad, ad, Indore Indore,, aip aipur ur,, $ola $olata, ta, Lu Ludh dhian iana, a, Lu Lucn cnow ow,, "u!bai, "*sore, 7agpur, une, :a;ot, pand rapidl* with si!ilar for!at stores that offer a fine balance between st*le and price retailing.

Trent entured into the h*per!aret business in ?//@ with e!plif*ing its A&hota 3udget, La!bi clusiel* aailable at the store. In addition, Trent Trent recentl* acuired a BC stae in Land!ar, one of the largest boos 6 !usic retail chains in the countr*. Land!ar began operations in 198B with its first store in &hennai with a floor space of // s. ft. )t present Land!ar hae 1/ stores, ar*ing in si5e fro! 1?,/// s. ft. to @,/// s. ft, + in &hennai and 1 each in 3angalore, Gurgaon, "u!bai, =adodara, Gurgaon, une, Lucnow and )h!edabad. Dntil 199, Land!ar#s product portfolio co!prised boos, stationer*, and greeting cards. It was later that !usic was added to it. Land!ar also spared the trend of

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stocing curios, to*s and other gift ite!s. What separates Land!ar fro! other stores of its ind is the range and depth of its stoc.

This stor* began circa 1998 when The Tata#s acuired Littlewoods  a London based retail chain. This acuisition was followed b* the establish!ent of Trent Ltd -a Tata enterprise that presentl* operates Westside2. Littlewoods was subseuentl* rena!ed Westside.

In a rapidl* eoling retail scenario, Westside has cared a niche for its brand of !erchandise creating a lo*al following. &urrentl*, the co!pan* has + Westside stores !easuring 1,///0+/,/// suare feet each across ?/ cities. With a ariet* of designs and st*les, eer*thing at Westside is e>clusiel* designed and the !erchandise ranges fro! st*li5ed clothes, footwear and accessories for !en, wo!en and children to well0 co0coordinated co0coordinated table linens, artifacts, ho!e accessories accessories and furnishings. furnishings. Well0designed Well0designed interiors, sprawling space, pri!e locations and coffee shops enhance the custo!ers# shopping e>perience.















RESEARCH METHODOLOGY Objective of the study

1. To deelop the satisfaction leel for their custo!ers. ?. To understand the !areting strategies of west side +. To now the strateg* to face the rial co!petition

1. ri! ri!ar ar* * dat dataF aF The pri!ar* data is been collected b* the onsite store of west side and through articles and e!plo*ees of west side ?.














Literture Revie!

The concept of store lo*alt* is deried fro! the concept of brand lo*alt* which refers to the tendenc* to !ae repeat purchases of products of the sa!e brand.
There are three !ain set of ariables that hae been found to hae an i!pact on lo*alt* of custo!ersF 1.
Lo*alt* has been found to be greatl* influenced b* periences lie a great range of assort!ents , good eniron!ent eniron!ent etc. The i!age of the store has also great effect on the lo*alt* of the custo!ers.














Lo*alt* is also influenced b* shopper related ariables.
&usto &usto!e !ers rs

belonging to different age groups prefer different stores. There hae been researches done which suggests that the greater the congruence between self0 i!age and store i!age, the greater is the probabilit* probabilit* that the custo!er is lo*al. -atha, 4.<., W..E .&riss*, and :.W
Thus we can sa* that the e>istence of the custo!er is integral to the e>istence of the retailer. The abilit* to understand consu!ers is the e* to deeloping a succe successf ssful ul retai retaill strat strateg* eg*.. ) e* facto factorr in und unders erstan tandin ding g custo! custo!er erss is identif* identif*ing ing the custo!e custo!ers rs for product product or serice, serice, which !eans !eans the target target seg!e seg!ent nt,, and the the de!ogr de!ograph aphic icss of this this seg!e seg!ent nt,, their their needs needs and bu* bu*ing ing behaior.

:ecognition of the need for a product or a serice is the first stage that !a* lead to a consu!er bu*ing. The need !a* be ps*chological or functional.















CHA"TER # Reti$ Industry% An Overvie! :etailing is the interface between the producer and the indiidual consu!er bu*ing for personal consu!ption. This e>cludes direct interface between the !anufacturer and institutional bu*ers such as the goern!ent and other bul custo!ers. ) retailer is one who stocs the producer#s goods and is inoled in the act of selling it to the indiidual consu!er, at a !argin of profit. )s such, retai retaili ling ng is the the last last lin lin that that conne connect ctss the the indii indiidua duall consu consu!e !err with with the the !anufacturing and distribution chain.

:etail has pla*ed a !a;or role world oer in increasing productiit* across a wide range of consu!er goods and serices .The i!pact can be best seen in countri countries es lie D.<.). D.<.).,, D.$., D.$., "e>ico, "e>ico, Thailand Thailand and !ore recentl* recentl* &hina. &hina. Econo!ies of countries lie
To& Reti$ers 'or$d!ide% Rn( Reti$er Ho)e Country

1. Wal0"a al0"art rt
%ran %rance ce

+. Th Thee $rog $roger er &o. &o.

D.<. D.<.). ).

@. Th Thee (o!e (o!e 4epot 4epot,, Inc. Inc.

D.<. D.<.). ).

. "etro

Ger! Ger!aan*

















The retail industr* in India is of late often being hailed as one of the sunrise sect sector orss in the the econ econo! o!* *. )T $ear $earne ne* *, the the well well0 0no nown wn inte intern rnat atio iona nall !ana !anage! ge!ent ent consu consult ltanc anc* *, recen recentl* tl* ident identifi ified ed India India as the the Aseco Asecond nd !o !ost st attractie retail destination# globall* fro! a!ong thirt* e!ergent !arets. It has !ade India the cause of a good deal of e>cite!ent and the c*nosure of !an* foreign e*es. With a contribution of 1@C to the national G4 and e!plo*ing BC of the total worforce -onl* agriculture e!plo*s !ore2 in the countr countr* *, the retai retaill indus industr* tr* is defin definite itel* l* one of the pill pillars ars of the the India Indian n econo!*.

:etail sales in India a!ounted to about :s.B@// billion in ?//?, e>panded at an aerage annual rate of BC during 19990?//?. With With the upturn in econo!ic growth during ?//+, retail sales are also e>pected to e>pand at a higher pace of nearl* 1/C. )cross the countr*, retail sales in real ter!s are predicted to rise !ore rapidl* than consu!er e>penditure e>penditure during ?//+0/8. The forecast growth

















). T. $earne* $earne* Inc. places India th on a global retail deelop!ent deelop!ent inde>. The countr* has the highest per capita outlets in the world 0 . outlets per 1/// population. )round BC of the population in India is engaged in retailing, as co!pared to ?/C in the D<).

In a deeloping countr* lie India, a large chun of consu!er e>penditure is on basic necessities, especiall* food0related ite!s. (ence, it is not surprising that food, beerages and tobacco accounted accounted for as !uch as B1C of retail sales in ?//?. The share of food related ite!s had, howeer, declined oer the reiew period, down fro! B+C in 1999. This is not une>pected, because with inco!e inco!e growth, growth, Indians, Indians, lie consu!e consu!ers rs elsewhe elsewhere, re, hae started started spending spending !ore !o re on non0 non0fo food od ite! ite!ss co!p co!par ared ed with with food food prod produc ucts ts.. pected to continue during the ne>t few *ears, with the rapid growth in nu!bers of such outlets due to consu!er de!and and business potential. The factors responsible for the deelop!ent of the retail sector in India can be broadl* su!!ari5ed as followsF

H :ising inco!es and i!proe!ents in infrastructure are enlarging consu!er !aret !aretss and acceler acceleratin ating g the conerg conergence ence of consu!e consu!err tastes. tastes. Looing Looing at inco!e classification, the 7ational &ouncil of )pplied Econo!ic :esearch -7&)E: -7&)E:22 classifi classified ed appro>i appro>i!ate !atel* l* /C of the Indian Indian populati population on as low

















T.=. channels is helping in creating awareness about global products for local !arets. !arets. )bout @BC of India#s population population is under the age of ?/ and this will increase to C b* ?/1. This *oung population, which is technolog*0sa*, watch !ore than / T= satellite channels, and displa* the highest propensit* to spend, will i!!ensel* contribute to the growth of the retail sector in the countr*. )s India continues to get strongl* integrated with the world econo!* riding the waes of globali5ation, globali5ation, the retail sector is bound to tae big leaps in the *ears to co!e.

The Indian retail sector is esti!ated to hae a !aret si5e of about J 18/ billion but bu t the organi5ed sector represents onl* ?C share of this !aret. "ost of the organi5ed retailing in the countr* has ;ust started recentl*, and has been concentrated !ainl* in the !etro cities. India is the last large )sian econo!* to liberali5e its retail sector. In Thailand, !ore than @/C of all consu!er goods are are sold sold throug through h the sup super er !ar !arets ets and depart depart!e !enta ntall store stores. s. ) si!ila si!ilar r pheno!enon has swept through all other )sian countries. rgani5ed retailing in Indi Indiaa has has a huge huge scop scopee beca becaus usee of the the ast ast !ar !aret et and and the the grow growin ing g consciousness of the consu!er about product ualit* and serices. ) stud* conducted b* %itch, e>pects the organi5ed retail industr* to continue to grow rapidl*, rapidl*, especiall* through increased leels of penetration in larger towns and !etros and also as it begins to spread to s!aller cities and 3 class towns. %uel %ueling ing this this growt growth h is the growt growth h in deelo deelop! p!ent ent of the the retail retail0s 0spec pecif ific ic properties and !alls. )ccording to the esti!ates aailable with %itch, close c lose to ?!n s. ft. of retail space is being deeloped and will be aailable for occupati occupation on oer the ne>t +0@8 !onths. !onths. %itch e>pects e>pects organi5 organi5ed ed retail retail to

















M$$s in Indi

er the last ?0+ *ears, the Indian consu!er !aret has seen a significant growth in the nu!ber of !odern0da* shopping centers, popularl* nown as A!alls#. There is an increased de!and for ualit* retail space fro! a aried seg!ent of large0for!at retailers and brands, which include food and apparel chai chains ns,,

cons consu! u!er er dura durabl bles es and and

!ult !u ltip iple le> >

oper operat ator ors. s.
deelop!ent has attracted real0estate deelopers and corporate houses across cities in India. )s a result, fro! ;ust + !alls in ?///, India is all set to hae oer ??/ !alls b* ?//. Toda*, the e>pected de!and for ualit* retail space in ?// is esti!ated to be around @/ !illion suare feet. While While preiousl* it was the large, organi5ed retailers with their !odern, up0!aret outlets, and direct consu!er interface0 who had been a e* factor driing the growth of organi5ed

















7ational &apital :egion -4elhi, 7oida, Gurgaon2 is e>pected to increase to oer ?1.1 !illion s. ft. &o!pared to other big cities, $olata $olata and (*derabad (*derabad are relatiel* new entrants in the !all seg!ent, but are witnessing uic growth. pected to see a for!idable growth in the growth of !alls in the near future. 3ut !alls in India need to hae a clear positioning through the deelop!ent of differential product assort!ent and differential pricing, in order to co!pete effectiel* in a growing !all !aret. , and the right ti!ing, would Ensure the success of the A!all reolution# in India.

Ch$$en*es of Reti$in* in Indi :etailing as an industr* in India has still a long wa* to go. To beco!e a trul* flourishing industr*, retailing needs to cross the following hurdlesF H )uto!atic approal is not allowed for foreign inest!ent in retail. H :egulations restricting real estate purchases, and cu!berso!e local laws. H Ta>ation, which faors s!all retail businesses. H )bsence of deeloped suppl* chain and integrated IT !anage!ent. H Lac of trained wor force.



















use innoati innoatie e retail retail for!ats for!ats to enhance enhance sho shoppin pping g e>perien e>perience, ce, and tr* to understand the regional ariations in consu!er attitudes to retailing.

:eta :etail il !are !areti ting ng effo effort rtss hae hae to i!pro i!proe e in the count countr* r* 0 ader adertis tising ing,, pro!otions, and ca!paigns to attract custo!ers building lo*alt* b* ident identif* if*ing ing regula regularr sho shoppe ppers rs and offe offeri ring ng benef benefits its to the! the! effi efficie cientl ntl* * !anaging high0alue custo!ers and !onitoring custo!er needs constantl*, are so!e of the aspects which Indian retailers need to focus upon on a !ore pro0actie basis.

4espite the presence of the basic ingredients reuired for growth of the retail industr* in India, it still faces substantial substantial hurdles that will retard and inhibit its growth in the future. ne of the e* i!pedi!ents is the lac of %4I status. This has largel* li!ited capital inest!ents in suppl* chain infrastructure, which is a e* for deelop!ent and growth of food retailing and has also constrained access to world0class retail practices.

"ult "u ltipl iplic icit* it* and co!ple co!ple>it >it* * of ta>es ta>es,, lac lac of proper proper infra infrast struc ructur turee and relatiel* high cost of real estate are the other i!pedi!ents to the growth of



















CHA"TER + 'estside, seson of &ro)otion nd s$e

#- Sesons of Reti$in* ,'ESTSIDE .A/Su))er Seson •

It#s usuall* fro! "a* to ul*.

•

Low sales are recorded during this period.

•

This Th is seas season on is good good for for pro! pro!ot otio ions ns and and laun launch chin ing g new new adertise!ent ca!paigns.

.0/ 1$$ Seson Seson •

)ugust and


















+- Custo)ers, At 'e 'estside stside #- Men

While gu*s tend to prioriti5e fashion to a lesser degree than girls, right0 looM and the dudeM i!age is still i!portant to the!. 3o*s tend to spend !ore !one* on electronic gadgets, food, sports goods and !usic.

+- 'o)en

TweenM girls represent a lucratie opportunit* for retailers. The* are going to beco!e the future bu*ers. bu *ers. TeenM girls are !ore trend sa*. It#s not ;ust the clothes and accessories, but the whole loo that the teen girls aspire to define. Aost teenM girls spend !ore on ;ewelr* and household ite!s and thus the* contribute a lot !ore in ter!s of reenue.



















While While a retaile retailerr can change change his !erchan !erchandise dise !i>, ad;ust ad;ust prices, prices, i!proe co!!unication with consu!ers and offer better serices, once a store co!es into e>istence, it is fairl* difficult to change the location. "oing fro! one locat location ion to anothe anotherr !a* result result in the loss loss of custo custo!e !ers rs and and e!pl e!plo*e o*ees. es. "oreoer, the new location !a* not alwa*s hae the benefits of the earlier one.

Ty&es of Loctions

=arious options are aailable to the retailer, for choosing the location of this store. The choice of the location of the store again, depends on the target audience and the ind of !erchandise to be sold. %or e>, the location of a



















CHA"TER 2 ACHIE3EME4T O1 'ESTSIDE I4 RETAILI4G

Westside has garnered nu!erous accolades 0 1. 3alan 3alanced ced




















It is their polic* to satisf* our custo!ers with the range, ualit* and alue of the products we offer. (oweer, if the* are dissatisfied with an* ite! that the* !ight hae purchased the* would tae the necessar* !easures to assist the!. The custo!ers custo!ers are e>pected e>pected to return return unus unused ed !erchan !erchandise dise along with with its receipt within +/ da*s. We would e>change the returned ite!s or gie our custo!ers custo!ers a co!plete refund. refund. In the eent that the* do not hae the receipt we would offer the! an e>change or proide the! a gift oucher to the current or last nown selling price. We hae co!plete confidence in the ualit* of our !erchandise howeer should our custo!ers hae an* grieances, we would be happ happ* * to addr addres esss the! the! once once the* the* are are brou brough ghtt to our our atte attent ntio ionM nM said said an e!plo*ee.


















Store "ositionin* in 'estside#- Ground 1$oor

•

&os!etics

•

&hildren


















+- #st 1$oor

•

"en#s
•

&asual &lothing

•

%or!al Wear









































CHA"TER 8 Services 5 Store At)os&here in 'estside 

re0purchase serices include accepting telephone 6 !ail orders, adertising, window 6 interior displa*, fitting roo!s, fashion shows



It proides post purchase serice including shipping 6 delier*, gift wrapping, ad;ust!ents 6 returns, alteration 6 tailoring





















scratch0and0win card which entitles the! entr* into a contest. Those !aing purchases aboe :s 1,// 1,/ / are also entitled to receie rece ie other pleasant surprises s urprises The trendy househo$d section has a co!plete new range of bed linen in

elephant !otifs, floral !otifs and paisle* design. The color palette for the festie collection collection includes fla!ing orange, ro*al blue and other ibrant colors to depict festiit*.



















The other challenge for Westside is that the retail fashion business in the countr* countr* is beco!in beco!ing g increasi increasingl* ngl* crowded crowded with with new pla*ers, pla*ers, Indian and foreign. )!ong the new entrants hae been Wills


















•

"ost attractie rewards shopping

•

Instant use of the card

•

Eas* to operate

•

E>tra conenience

•

=alidit* =alidit* at all stores





































&usto! o!er er find find own own good goods, s, alth althou ough gh the* the* can can as as for for Se$f,se$ection, &ust assistance Li)ited Service, Westside also offers serices lie credit, !erchandi5ing

etc. 

1u$$ Service0




















lo*alt* as related to products and serices -3loe!er and Le!!in, 199?





































antaloons offer !ultiple accessories and clothing brands across a spectru! of



















The wo!en#s section houses the priate labels O 3are 4eni!, 3are Leisure, :ig,



















antaloons is an integral part of the prestigious )dit*a 3irla Group, a D<4 @1























































































































































analysis of westside retail store

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