Reliance Retail Strategy

RETAIL BUSINESS MANAGEMENT

ASSIGNMENT

SUBMITTED BY:

THERESA CHACKO

MBA-B

B1366

RCBS

NATIONAL RETAILER- RELIANCE RETAIL STORES

RETAIL LOCATION AND STORE DESIGN

Reliance Retail stores are mainly targeted at low cost locations. It is meant for the average above poverty line category of people. Hence it is located at semi-urban areas. It is designed so that it looks crowded. Almost every city of India has a reliance outlet.

The store design of reliance creates a positive impact to the customers. It has posters of the available offers and promises the customers of a good shopping experience. It follows a grid layout. Each category of items are placed together. The arrangement of the products are capable of making the customers find it easy

It has an aggressive pricing strategy and offers to sell their products with discounts. It never sells their products at the usual mrp rates. It targets the middle class people and sets the price as per their capacity. Reliance is a store whose product’s price can be accepted by all groups of people. There is always discounts and free offers available.

RETAIL PROMOTION

Reliance uses different types of promotion strategies like advertising, sales promotions, events, personal selling etc. It mainly advertises its offers through printed brochures, broadcast ads etc. The brand ambassadors are mainly the common people. It offers premiums, gifts, samples etc of their products. It focus on functional benefits and designs. It offers weekend discounts, festive seasons discount etc. It has loyalty cards for its customers. It has counters for people purchasing less than 5 items.

HR ISSUES

HR issues in reliance is common as the employees deal directly with the customers. The employees have to deal with a wide variety of people coming from diverse situations and hence it cannot always be dealt properly. The retail store require long working hours and the employees must be ready to always put forward a pleasant attitude towards the customers despite the stress they have. The seasonal demands can also be another issue the employees face. Reliance also face the problem of high turnover of the employees. Employees have a tendency to join and

It lowers the availability of such employees and hence the stores face shortage of employees. This also stops the stores from expanding to the lower tier part of society. This means companies may need to spend more hiring time and make stronger investments in training.

CUSTOMER SERVICE MANAGEMENT

They provide customer satisfaction mainly through their service. Its stated goals of serving customers better and growing relationships are noble, but many initiatives have been predestined for failure by lack of focus and lofty expectations. They have tried for quick-hit successes aimed only at increasing sales and reducing the cost to serve customers. Unfortunately, ill-conceived and fragmented initiatives have diluted consumer trust and worn a path to retailer and consumer disappointment.

SUPPLY CHAIN MANAGEMENT

They face the challenge of keeping in pace to the changing fashion trends. The selling period is quite short, and requires strict coping with the fashion calendar - with no chance of running late in developing a new collection. Customer lead time is much shorter than their production time. In order for proper Supply chain management, they conduct revision of the season collections, sales campaign, sample preparation and proper delivery of all the orders. They plan their supply chain for handling multiple seasonal trends