RELIANCE DIGITAL

Submitted byLalit Kr. Sharma Madhav Kumar Kallol Sarkar

Nishikant Tiwari Supratim Bose Garima Behl

What is Retail… Retail Philosophy — “By The People, For The People and Of

The People” Retailing involves selling products and services to consumers for their individual or family use. As the final link between consumers and manufacturers, retailers are a vital part of the business world. Retailers add value to products by making it easier for manufactures to sell and consumers to buy.

Retail in India One of the Pillars of economy - 15 % of

gdp Size - us$ 450 bn with a prospective

consumer base of 1.2 bn Changing structure of retail industry to

a more organised system – Between 2000 to 2010, Indian retail attracted about $1.8 billion in foreign direct investment, representing a very small 1.5% of total investment flow into India.

Expected growth of organised retailing in india from 4% in 2011 to 25% in 2020 , a increase of $250bn

No. Of retail outlets/person = 7 Retail space/person = 2 sq ft Retail density = 6%

Cont… 7th Largest market globally Focus on pop display and

impulsive buying nature Fdi in retail for multi-brand

(51%) and single brand (upto 100%)

Bright future ahead

Major Players in Electronics Croma is an Indian retail chain for consumer

electronics and durables. Tata Group company Infiniti Retail runs Croma stores in India. Infiniti Retail Ltd is a 100% subsidiary of TATA Sons. Woolworths, one of the world’s leading retailers, provides technical and strategic sourcing support

Next Retail India Ltd is a subsidiary of the Videocon Industries Ltd and engages in retailing consumer electronics in India. It was founded in 2003 and currently has 600 showrooms across 25 states of IndiaIn 2007 it acquired Planet M, a music and entertainment retail chain for US$36.4 million from Bennett, Coleman & Co.

eZone, is the electronics and consumer durables specialty store from the Future Group, and displays numerous brands,it enables the consumers to experience electronics through three dedicated zones – Liberation , experience and home

Electronic arm of reliance retail ltd. Established in the year 2005 Reliance ResQ, the technical support arm of Reliance

Digital provides an end to end solution and technical support

Till march,2012 75 stores have been established in major cities like Mumbai, Delhi, Chennai, Bangalore etc.

Reliance digital is a unique store concept built around Reliance Retail’s core philosophy – customer centricity and a hassle free store experience.

Reliance digital is a one stop shop for all technology solutions in the field of consumer electronics, home appliances, information technology and telecommunications.

over 5,000 products spread across more than 150 brands along with countless solution bundles recommended to meet the diverse customer needs.

Has 35 – 40 workers on average in each store The objective is to demonstrate and demystify technology

yet showcase how a product can talk to each other ‘reliance one’ membership card – “earn anywhere, spend

anywhere” Brands available - Apple, sony, samsung, philips,

panasonic etc.

ResQ Solution Box

Green room

REconnect

Organization Structure

Store Manager

CMO

Material Operation

HR

Visual Merchandise

CRM

Operation

Sales Person

Location…It is located in Empress Mall, Nagpur( a primary trading area).No. of footfall is relatively good. Store is in area of 1800 sq feet Adjacent store is Reliance Trends helping to improve the customer attention.

The Company offers in-store advertising opportunities toadvertisers, in respect of Reliance Mart, Reliance Super, Reliance Fresh, Reliance Digital and other format stores of Reliance Retail Limited and its subsidiaries.

Retail Management Technique Mother hen with branch store chicken

Products Most revenue generating product for them was LCD/LED

TVs. A special area(50 sq feet) was allotted for the desired

experience of home theatre. Product range was very wide both in terms of price(from Rs.

50 to Rs. 1.6 lakh) and variety(from ear phone to 3D LED). Nearly all the brands were available along with their own

products.

Cont….. Their service center was located near the shop in Berdi .

Sales person were well trained in selling skills along with the product knowledge.It helps the customer in differentiating the products on all dimension like cost and features.

Promotional activities are done by the head office, shops members are not involved in that.

Inventory

The product replacement is done by head office as per the daily data feed by the particular retail.

The number of suppliers were 3 to 4. They don’t claim to provide the lowest price in the market but

they try to provide good quality on premium price along with services.

•According to the HR( Poonam Pal),they are much ahead in sales than their next competitor Next in Nagpur.

Store layout:- Grid type

Recruitment… The post of managers are filled by the head office while the

ground sales people are recruited by the particular retail team from the local area.

They were in charge of training the sales person and performance of the particular retail shop.

•The offers and discounts are also handled by the main office of reliance digital.

Uniqueness of reliance digital….. Reliance Digital has embarked on a campaign named

“Mission Happiness” where the entire shopping experience for electronic and digital products has undergone a unique transformation.

The first  is ‘Technology & Entertainment Experience Zones’ inside every Reliance Digital store where customers can see,  touch and feel technology from the best brands before actually deciding to buy. 

•Reliance resQ – a unique service centre, offers lifetime support across most of the major brands and covers both pre & post sales service.