Westside-Retail Giant
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TABLE OF CONTENT SR NO.
PARTICULARS
PAGE NO.
1)
ABOUT WESTSIDE
3
2)
CROMA RETAIL FORMAT
4
3)
MERCHANDISE MANAGEMENT
9
4)
WESTSIDE STORE LAYOUT
10
5)
STORE EXTERIOR & INTERIOR
14
6)
ATMOSPHERIC
16
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7)
IT SYSTEM USED BY CROMA
17
8)
SWOT ANALYSIS
19
9)
SITE LOCATION & SITE EVALUATION
20
1 0)
MY ANALYSIS
22
11)
REFERENCES
25
ABOUT WESTSIDE Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, Westside, one of India's largest and fastest growing chains of retail stores. The Westside stores have numerous departments to meet the varied shopping needs of customers. These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics, Perfumes and Handba Handbags, gs, Househ Household old Accessor Accessories ies,, linger lingerie, ie, and Gifts. Gifts. The compan company y has already already established established 36 Westside estside department departmental al stores stores (measuring (measuring 15,000-30, 15,000-30,000 000 square feet each) in Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon, Ghaziabad & Noid Noidaa (to (to be cons consid ider ered ed as 1 city city), ), Hyde Hydera raba bad, d, Indo Indore re,, Jaip Jaipur ur,, Kolk Kolkat ata, a, Ludhiana, Lucknow, Lucknow, Mumbai, Mysore, Nagpur, Pune, Rajkot, Surat, Vadodara and Jammu. The company hopes to expand rapidly with similar format stores that offer a fine balance between style and price retailing. Trent ventured into the hypermarket business in 2004 with Star Bazaar, providing an ampl amplee asso assortm rtmen entt of prod produc ucts ts made made avai availa labl blee at the the lowe lowest st pric prices es,, aptl aptly y exemplifyi exemplifying ng its ‘Chota ‘Chota Budget, Budget, Lambi Shopping’ Shopping’ motto. At present present Star Bazaar Bazaar has 4 stores in 3 cities located in Ahmedabad, Mumbai and Bangalore. This store offers customers an eclectic array of products that include staple foods, beverages, heal health th and and beau beauty ty prod produc ucts ts,, vege vegeta tabl bles, es, frui fruits ts,, dair dairy y prod produc ucts ts,, cons consum umer er 3|Page
electronics and household items at the most affordable prices. Star Bazaar also includes a large range of fashionable in-house garments for men, women and children, exclusively available at the store. In addition, Trent recently acquired a 76% stake in Landmark, one of the largest books & music retail chains in the country. Landmark began operations in 1987 with its first store in Chennai with a floor space of 5500 sq. ft. At present Landmark have 10 stores, varying in size from 12,000 sq. ft. to 45,000 sq. ft, 3 in Chennai and 1 each in Bangalore, Gurgaon, Mumbai, Vadodara, Gurgaon, Pune, Lucknow and Ahmedabad. Until 1996, Landmark’s product portfolio comprised books, stationery, and greeting cards. It was later that music was added to it. Landmark also sparked the trend of stocking curios, toys and other gift items. What separates Landmark from other stores of its kind is the range and depth of its stock. This story began circa 1998 when The Tatas acquired Littlewoods – a London based retail chain. This acquisition was followed by the establishment of Trent Ltd (a Tata enterprise that presently operates Westside). Littlewoods was subsequently renamed Westside. In a rapidly rapidly evolving retail retail scenario, scenario, Westsid Westsidee has carved a niche niche for its brand of merchandise creating a loyal following. Currently, the company has 36 Westside stores measuring 15,000-30,000 square feet each across 20 cities. With With a variety of desi design gnss and and styl styles es,, ever everyt ythi hing ng at Wests estsid idee is excl exclus usiv ivel ely y desi design gned ed and and the the mercha merchandi ndise se ranges ranges from styliz stylized ed clothe clothes, s, footwe footwear ar and accesso accessorie riess for men, men, wome women n and and chil childr dren en to well well-c -coo-co coor ordi dina nate ted d tabl tablee line linens ns,, arti artifa fact cts, s, home home access accessori ories es and furnish furnishing ings. s. Well-de ell-desig signed ned interi interiors ors,, sprawl sprawling ing space, space, prime prime locations and coffee shops enhance the customers’ shopping shopping experience.
RETAIL FORM F ORMA AT-
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Westside estside stores stores are Departme Department nt stores stores. These are the general merchandise retailers offering various kinds of quality products and services . A department store is a retail establishment which specializes in satisfying a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice multiple merchandise lines, lines , at variable price poi point nts, s, in all all prod produc uctt cate catego gori ries es.. Depa Departm rtmen entt stor stores es usua usuall lly y sell sell prod produc ucts ts including apparel, apparel, furniture, furniture, home appliances, appliances , electronics, electronics, and additionally select other lines of products such as paint, paint, hardware, hardware, toil toilet etri ries es,, cosmetics, cosmetics, photographic equipment, jewelry jewelry,, toys, toys, and sporting goods. goods. Certain department stores are further classified as discount department stores. Department stores are usually part of a retail chain of many stores situated around a country or several countries.
Other examples are Lifestyle and K Rahejas Shopper’s Stop.
Area of operation It is one of the largest and fastest growing chains serving the customers in various categories, including men's wear, women's wear, kid's wear, footwear, cosmetics, perfumes and handbags, household accessories, lingerie and gifts. The company offers products with a balance between style and price. 5|Page
Ladies wear
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Kids Wear Section
Ladies wear
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Men section
Cosmetics
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IPL Promotion
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Various apparel varieties
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MERCHANDISE MANAGEMENT
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PRIVATE LABEL Private label products or services or services are typically those manufactured or provided by one company for offer under another company's brand. brand. Private label goods and services are available in a wide range of industries from food to cosmetics to web hosting. They are often positioned as lower cost alternatives to regional, national or inte intern rnat atio iona nall bran brand. d. Wests estsid idee has has many many priv privat atee labe labels ls in its its merch merchan andi dise se portfolio. Private labels in Westside include
2F4U
SRC
Gia
Urban angel
Intima
David Jones
Ascot
All these brands are produced for Westside only and can be found in Westside only only.. Thes Thesee appa appare rell bran brands ds are are give given n sepa separa rate te spac spacee for for disp displa layi ying ng thei their r merchandise and more promotional offers are there on them to increase their sales. At some places, these private brands are mixed with branded clothes so in that case these private labels are put in lower shelves. At eyesight level, branded clothes are put.
STORE LAYOUT
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s
Westside
Ground Floor loor
Cosmetics J ewellery Watches Bags
First Floor
Second Floor Floor
Casual Clothing Clothing Women Section Section
Formal Wear
Children Section ction
Ethnic Ethnic Wear
Household items
Shoes
This store follows a Grid Layout. In this type of layout, cost for retailer is low, low, easy for customer to shop s hop (no confusion) , good merchandise exposure is possible, cleaning can be done very easily and security can be managed ea
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1. Ground Floor •
Cosmetics Jewelry
•
Watches
•
Perfumes
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Bags
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2. Ist Floor •
Women Section
•
Children Section
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Household items
3. IInd Floor (Men Section) •
Casual Clothing
•
Formal Wear
•
Ethnic Wear
•
Shoes
Watches
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Shoes
Ladies bag Jewelry
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Floor Space Analysis
To irrigate the space better Westside have the entrance on the ground floor and exit on the first floor. In case of visual merchandising all the category of clot clothe hess of all all size sizess and vari varieeties ties are disp displa laye yed d and and hen hence the the consumption of space for shelves is reduced. And it is convenient for customers to choose and for the attendants to support buying. Profitability of Westside Pune and Bangalore is more than that in Delhi because youth here have much spending power. It is also driven from strong demand backed by quality products and latest fashion . The exit from parking opens at Ground floor. Hence slightly upper class people pass through ground floor, so costly items like Jewelry, Watches and Perfumes. They people may buy those things as they passes from that way and have a look at them. In watches, good brands like Tissot, Rolex, Tag Heur, Espirit, Titan Fast track etc. are available. Where as in case of perfumes, famous brands such as Nina Rici, Tommy Hilfiger, Thierry Mugler , Calvin Klein etc. are kept; targeting upper class people.
STORE EXTERIORS Marquee- Posters of store are put on all the four sides of the store. Focus lights are put all over the four sides of the store that makes the store brightly shining at night. Large Westside banners are put which are visible from very far distance also. Various Various brand advertisements can be seen on the walls and on ground. Entrance- Promotional schemes and various discount offer advertisements are ther theree at the the entr entran ance ce.. Stor Storee layo layout ut is desc descri ribe bed d at the the entr entran ance ce for for the the convenience of customers. Bag or any other good can’t be brought inside the store and hence bag preserving counters are put up near the entrance to keep public baggage.
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Instead d of walls, walls, glasse glassess or window window pains pains are used used in the Window display - Instea exte exteri rior orss to disp displa lay y the the merc mercha hand ndis ise. e. Vario arious us bran brands ds like like Pepe Pepe Lond London on,, Provogue etc. have displayed their merchandise from their latest fashion range to attract more and more customers. Various eatables like ice creams, popcorns, juices etc. are available outside the store to refresh people. Parking is at the the basement for both two wheelers and cars.
STORE INTERIORS Services & Store Atmosphere in Westside
Prepurchase Prepurchase services include include accepting accepting telephone telephone & mail orders, orders, advertising, window & interior display, fitting rooms, fashion shows
It provides post purchase service including shipping & delivery, gift wrapping, adjustments & returns, alteration & tailoring
It also provides ancillary ancillary services including including general informatio information, n, check check cashin cashing, g, parkin parking, g, restau restauran rants, ts, repair repairs, s, interi interior or decora decoratin ting, g, credit etc.
The Westside stores wear a bright, festive look and, in keep with the mood of the season, hosting a festival bright.
With ith the the sole sole obje object ctiv ivee of rewa reward rdin ing g its its loya loyall cust custom omer erss for for thei their r pat patro rona nage ge,, Wests estsid idee has has line lined d up a bona bonanz nzaa of surp surpri rise se gifts gifts.. Ever Every y shoppe shopperr gets gets a scratc scratch-a h-andnd-win win card card which which entitl entitles es them them entry entry into into a 19 | P a g e
cont contest est.. Thos Thosee maki making ng purc purcha hase sess abov abovee Rs 1,50 1,500 0 are are also also enti entitl tled ed to receive other pleasant surprises The trendy household section has a complete new range of bed linen in elephant motifs, floral motifs and paisley design. The color palette for the festive collection includes flaming orange, royal blue and other vibrant colors to depict festivity. festivity. The gift section has a plethora of gifts — terracotta pots, urns, knickknacks and diyas in beautiful colors, shapes and sizes. The store has also introduced a new range of furniture and other household goods, including cabine cabinets, ts, butler butler trays trays and mirrors mirrors in wood wood with with an antiqu antiquee finish finish.. An innovative range in wrought iron and rope has been introduced in utility items which include magazine racks, folding stools, jam pots on trays and Ganesha in brass and terracotta.
ATMOSPHERICS Lighting - Stores are very brightly lit from inside and CFL tubes are put all over the store. Lights are focused f ocused on clothes Color- Wall all colo colorr is crea cream m so that that ligh lightt can can be refl reflec ecte ted d easi easily ly and and visibility visibility is good in store. store. Paint has a luster in itself itself i.e. paint is having mirror finish so that light gets reflected and clothes and other stuff are clearly visible. Color is also such that it doesn’t get dirtier easily due to people leaning against the wall and resting thei5r foots on the wall.
signage and graphics graphics are put all over the Visual communication- The signage place to promote various brands. Promotional schemes are displayed by poste posters rs hangin hanging g over over the variou variouss produc productt ranges ranges.. The brand brand names names are clearly clearly mentioned mentioned on boards. boards. Also direction directional al signage signage are there showing the way to washrooms, drinking water, exit etc. Category signages, Point Of Sale Sale (POS) (POS) signag signages es and departm department ental al signag signagee are presen presentt in many many numbers. Westside’s estside’s name,logo and store identity is very clear from the posters. Music- Basically english as well as hindi songs are put inside the store but normal normally ly english english songs songs are put up which which are famous and are latest. latest. The volume is kept low so that people can talk among themselves and can 20 | P a g e
easily interact with store personnel’s. personnel’s. Continous announcement of schemes are done in between this music playing to draw the attention of customers and lure them for impulse buying. Smell- A fragrant is put in the air conditioning duct so as to spread good smell inside the store and remove any bad odours present in air. It gives a pleasant experience to customer and is refreshing. Security- Security of the store is pretty good. Cc TV’s are put all over the store to keep check on notorious customers. Infrared detectors are put at the entrance and exit which alerts gaurds if person is trying to steal the things. Each and every floor has a security manager and 3 security guards are appointed for each floor. Security guards specially take care outside the trial rooms so as to stop people from hiding things inside their clothes. Mirrors- They are put all over the store so that people can see how the clot clothe hes, s, watc watche hes, s, jewe jewelr lry y etc. etc. look lookss on them them.. Thes Thesee mirro mirrors rs are are also also cleaned at regular intervals. They are also put inside the trial rooms for customer’s convenience. Escalators- they are put one at each floor for going down and going up at a normal speed that makes shopping convenient without making the people getting tired. All the 3 floors are connected through escalators.
IT SYSTEM Reta Retail il Info Informa rmati tion on Syst System em (RIS) (RIS) is deve develo lope ped d by bein being g used used by Westw estwid idee thorou thorough gh out its retail retail outlets outlets in india. india. The system system builds builds efficie efficienci ncies es into into ordering, distribution and merchandising processes and is designed to provide timely, timely, accurate sales information on an item-by-item basis. RIS includes:
Touch-screen point-of-sale (POS) cash registers with scanners, s canners,
The integration of credit-card authorization and gasoline sales into the POS register,
Item-level information to assist in making product-ordering decisions,
Hand-held Mobile Ordering Terminals to facilitate ordering,
Tools to help store personnel determine appropriate product assortment and slow-moving items, 21 | P a g e
Daily weather reports and merchandising information and updates,
The automation of some daily reporting requirements, such as merchandise and gasoline sales, and
A payroll time-keeping mechanism.
By effec effectiv tively ely using using the the pointpoint-ofof-sal salee cash cash regist register er and the in-st in-store ore proces processor sor,, Westside franchisees and store managers have immediate access to the information needed to make informed ordering decisions by store, by day and day-part and by item. Additionally, the product assortment tools supply necessary data to improve decisions on deleting slow-moving items and to make room for top-selling and new items, all with the goal of making sure the right product is available at the right time for each customer. The system is not designed as a time-saving tool as much as a tool to use time more effectively effectively and to make sound business business decisions decisions that will boost store sales and profits. COMPETITION IN ZONE
The Westside store is located in Camp Area. Store has a Primary Trade Area of two kms, Secondary Trade area of five kms and fringe trade area of eight kms. Primary are the areas of highest footfall of round about 50 to 80 %, and so are the most sought after. It has higher no. of customers and contributes the highest per capita capita sales. As such, they’re they’re also the most expensive. expensive. Camp is a primary primary zone, zone, and give access to plenty plenty of customers customers and have the benefit of good public public transport links. However, it is worth bearing in mind that competition in primary zones (Camp) is fierce. Big Bazaar, Brand Factory and Shoppers Stop is there along with Wills Lifestyle and United Colors of Benettonthat Benetton that gives gives a very tough tough comp compet etit itio ion n to Wests estsid ide. e. The The camp camp area area is a Saturate Saturated d market market area area where customers are offered good range of products and services. The retailers are able to make good profits.
SWOT ANALYSIS The strengths of Westside are 1) It is growing at the faster pace 22 | P a g e
2) Has good brand name of TA TATA’s. 3) It has many outle outlets ts all over over India. It has has a good custome customerr base. Apparels are cheaper by 5 to 10% while the price differenc differencee on the other 4) Apparels products varies between 5 to 20%. 5) Attractiv Attractivee promotional promotional schemes schemes and and heavy discou discounts nts 6) Quality Quality and brande branded d stuff stuff only only 7) The Westside has been positioned to the customer as a place where the customer can shop for each & everything for which he goes to a market except groceries. 8) Locational Locational advantage advantage-- All Westsi Westside de stores are located in prime locations locations of the city like Shivajinagar, Camp etc. Weakness:
r ural market is still 1) Westside has not yet trapped the whole market- rural untapped. Not much product range for middle class people 2) Facing problems due due to political environment-Subsidy from octroi, different taxes like land tax and water tax •Need help in taking over properties and real estate e state •Need some concessions from labor laws 3) Lack of differe differentia ntiation tion among among the malls malls that are are coming. coming. 4) Poor invent inventory ory turns turns and stock stock availab availabilit ility y 5) No involvem involvement ent in food retailin retailing g business. business. Opportunities
1) Huge Huge unta untappe pped d mark market et 2) Rising disposable disposable income- Increase Increase in number number of people people in earner earner category, category, women earning Urbanization-Changing consumer habits and lifestyles as the disposable 3) Urbanization-Changing income is increasing per family. family. Threats
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1) Competition from organized retail players which are in market and
emerging like Reliance, Shopper’s Shopper ’s stop, Wal-Mart Wal-Mart –Bharti etc. 2) Competition from local retailers.
SITE EVALUA EVALUATION TION AND SELECTION Factors considered conside red by Westside Westside while selecting sel ecting a Site1) Sales potential of camp area is very high due to urbanization. 2) Access to site for pedestrians is very good due to good location of the store
as many good roads coming from various areas meet this Camp area and parking area is ample in the area. 3) Accessibility Accessibility to pedestrians is also good as people passing by can navigate
the store easily and visibility of store is also good due to its location on main road. ma jor players like Shopper 4) Synergy from other stores is very high as other major stop, Wills Wills lifestyle etc. are there in vicinity that helps in cross shopping. 5) Leasing and occupancy terms- Occupancy rate is high in this camp area
and hence Westside Westside negotiation power decreases as real estate developer due to area’s high development. Types of location- Westside is located in Camp area (Moledina road) which is a Central Business District ( CBD) i.e. a traditional center for retailing in Pune city. city. It is the largest area for shopping in Pune. All the major shopping stores are there. It has high concentration of department stores and large offices and entertainment facilities like pubs, clubs, cinemas, etc. Characteristics of Camp area
Geographical centre of the settlement
High concentration of public buildings and offices o ffices
Very tall buildings to maximize land use of expensive real estate
Activities concentrated in areas of functional zoning 24 | P a g e
Major retail outlets
It contains a region with the greatest land value
Good transportation facilities
High concentration of traffic
Great concentration of pedestrians
High use of public transport
High employment rate
Factors affecting the Market area attractiveness-
Ca mp area. Each and 1) Demographics- Density of population is very high in Camp every kind of people from all classes and ethnic groups visit this area which is advantageous for Westside. 2) Economic- Per capita income is high in these areas and hence spending power of customer is more. Hence Westside Westside mainly caters to high class people and has very less products for middle class people. a ffected by culture. For providing good 3) Cultural - Customers preference is affected shopping experience, retailer should understand this culture. Westside Westside has taken care of this thing and has kept multi lingual people , traditional dresses are available in stores, some of the signages are in regional language ( Marathi) etc. 4) Demand - Population in camp area is very high and income level of people are also high, hence demand is high for quality merchandise. So Westside Westside offers costly products like jewelry, perfumes, expensive watches and branded clothes. 5) Infrastructure - Existing infrastructure of the area is quit good. Railway station is close, roads are good, power availability is throughout the day, communication facilities are good, computerization is very high hence all this aids Westside Westside in operating the store and catering to needs of people.
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My Analysis
A critical factor in Westside’s success has been its strategy to attract shoppers & keep them in stores- the amount of time shoppers spend in a store is perhaps the single most important factor in determining how much they will buy. . In having understood the pulse of the customers in India, Westside has clearly established itself as a brand with an Indian heart. Over Over the the year yearss Wests estsid idee has has also also deve develo lope ped d and and succ succes essfu sfull lly y introduced a range of new brands especially suited to the Indian palate. These brands like 2F 4U have been a tremendous success amon amongs gstt the the new new gene genera rati tion on.. What What has has also also give given n Wests estsid idee a comp compet etit itiv ivee edge edge is that that in addi additi tion on to an exte extens nsiv ivee rang rangee of internationally renowned brands like Spykar, Lee and Fast Track they also offer the option of a less known brands for low budget customers.
All the three floors are carefully structured. Ist floor and IInd floor caters exclusively to Women and Men respectively. Thus giving them privacy and more freedom to look into their products.
Women’s omen’s need more space and look for comfort. They are less likely to buy if the place is congested and makes them feel uncomfortable. At Westside Westside sofas have been placed in the women section so as to make the females more comfortable.
Westside has been able to create a brand image and is consistently maintaining its brand identity by new additions in products and catering to the market need.
They are catering to different age groups under one roof. For ex. On the IInd floor which is men’ me n’ss section both formal and college wear is available. This way they are able to build a huge customer loyal base.
Westside caters to not only the clothing needs and desires of its customers. They have bed sheets, kitchenware, jewelry, jewelry, perfumes, baby products, household items, etc. This way a customer who 26 | P a g e
enters Westside Westside just to buy one or two items ite ms usually ends up buying a lot more. The in-store experience in Westside is very delightful. Their fully skilled and trained staff caters to the needs of the public in the right way. way. They don’t pounce upon the customer as soon as he enters the store. They wait till the time a customer starts selecting and then they come and help. This way the customer gets acclimatize with the store and the environment.
Price of brands available at Westside Westside is not too high as compared to its competitor’s brands. This is due to their cost effective supply chain management. They directly pick up the goods from the manufacturer thus ensuring low price tag at their store. My recommendations for Westside Westside are as follows•
To increase more footfalls more promotional activities must be carried out. For this Westside Westside can either offer o ffer more discounts or increase their advertisements. Increase in the number of footfalls will lead to increase in sales.
•
Since Westside Westside is not only catering to apparel need of o f the society a few additions like Books, Music items, Electronic gadgets etc can also be added to the products available inside their store. The demand for the above products is always in the market.
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Allowing more space between the entrance of a store and a product gives it more time in the shopper’s eye as he or she approaches it. It builds a little visual anticipation.
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The number of trial rooms available at Westside Westside is very less as compared to the number of people coming. This usually results in long queues and waiting by customers. 27 | P a g e
•
Install more full length mirrors inside the store so as to assist the customers to make better purchase decisions.
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Play light music inside the store to make the shopping a pleasurable experience.
•
They can also exhibit their new line of clothing through events like fashion shows.
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Baskets should be scattered throughout the store, wherever shoppers might need them. Many customers don’t begin seriously considering merchandise until they have browsed a bit.
REFE REFERE RENCES NCES 28 | P a g e
www.my ww w.my west we stsi side de .com .c om www.indi www.indiaret aretail ail biz.com biz. com www.indi www.indiaret aretail ail ing.com ing. com www.indi www.indiaret aretail ail news.com news .com www.wikipedia.com www.retailinsights.com www.esnips.com Journals from www.emeraldinsight.com www.emeraldinsight.com ICFAI ICFAI Reference Material
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