DONE BY SAMARTH VINOTH GUNA

Arrow is one of the leading premium readymade brand in India. This international brand has a rich history dating back to 1851.

In India, the brand is manufactured and marketed by Arvind Brands.

Arrow came to India in 1993. The brand which was known for its American heritage was an instant success in India too. Arrow is predominantly a shirt brand having subbrands like Arrow Sport, Arrow Newyork, Arrow formals. Tagline When You Know Competitors- Zodiac , Color Plus ,Park Avenue and Louis Philippe

Store Location Shop No-106, Express Avenue, Royapettah Store Size- 800 sq.ft No. of Employees- 3 staff + 1 ASM + 1 House keeping + 1 Guard Avg. monthly sales 13 lakhs to 15 lakhs Avg. monthly expenses 2.5 lakhs 7 day Replenishment Policy 15 day Return Policy

The process includes

Customer Interaction Understanding and fulfilling customer needs o Offer Alternatives

o Handling Objections
o Add On Generating extra Sales o Closing the sale

Exchange /Returns
Taking feedback from customers

Approaching the customer Acknowledging the customer ( Good morning/afternoon/ evening) with a smile

Asking for their need by questioning

Offering products Thanking them with a smile at exit

Questioning the customers Listening to them Providing product information and alternatives Clarifying their queries Cross sell/ Up sell/ Add-on Sell

Billing

Standard 15 day return policy for all customers

Customer should produce the bill along with the product.

Incase of defective product, the product needs to be sent to the QC in Bangalore for verification. In most cases, the store manager exchange the product to avoid lengthy process by keeping the product in stores defective count.

Size and style exchange can be done without any question.

Mode of survey- Questionnaire survey

Sample size -22
Date 12 /10/ 2012 & 13/ 10/2012 Store- Arrow, Express avenue Age group- 18 to 42

Gender Male Female

No of respondents 20 2

% 91 9

Income level less than Rs 25000 Rs 25000- Rs 50000 Rs 50000- Rs 100000 Above Rs 100000

No of respondents 6 7 7 2

% 27% 32% 32% 9%

Frequency Once a month Once in 3 month Once in 6 month During sale only

No of respondents 5 7

% 23% 32%

4
6

18%
27%

Response Yes No

No of respondents 12 10

% 55 45

Factors Product design/ style Quality Price Store ambience Customer service

No. of Respondents 13 19 9 4 17

Percentage 59% 86% 41% 18% 77%

Promotional offers After sales service

Product express delivery facility

6 9 7

27% 41% 32%

Response Strongly disagree Disagree Neutral Agree Strongly Agree

No of respondents 0 0 3 9 10

% 0% 0% 14% 41% 45%

Response Strongly disagree Disagree Neutral Agree Strongly Agree

No of respondents 0 2 4 13 3

% 0% 9% 18% 59% 14%

Response

No of respondents

Strongly disagree
Disagree Neutral Agree

0
3 5 10

0%
14% 23% 45%

Strongly Agree

18%

Response Strongly disagree Disagree Neutral Agree Strongly Agree

No of respondents 0 0 2 9 11

% 0% 0% 9% 41% 50%

Response Strongly disagree

Disagree Neutral

No of respondents 0
2 5

% 0%
9% 23%

Agree
Strongly Agree

12
3

55%
14%

Response Strongly disagree

No of respondents 0

% 0%

Disagree
Neutral Agree Strongly Agree

2
10 9 1

9%
45% 41% 5%

Response Strongly disagree Disagree Neutral Agree Strongly Agree

No of respondents 0 2 2 13 5

% 0% 9% 9% 59% 23%

Most of the customers are male. Income group- Rs 250000- Rs 100000

Majority of them shops once in 3 months.

More than half of them are part of AAP. The major factors influencing purchase are quality, customer service, Product design. Store ambience and promotional offers need to be improved. Most of the customers are satisfied expect in the case of promotional sales. Other comments are trail room requirement and more stores in other places of Chennai and Pondicherry.

A customers walks in to the store with a requirement of 10 full sleeve formal shirts of size 40, 42 and 46 in the ratio 5:4:1 for a Corporate meeting. But the store has only 2 shirts of first two and 46 is unavailable and customer wants the same product in 2-3 days time. In this situation, the store manager adjusted from other stores in Chennai for size 40 and 42 and PED facility which can avail the 46 size product in 3 days time.

Retailers Problems

Stocks are not coming on time, so there are problems like size unavailable, colors or designs unavailable, less stock on same size same colors or designs (suppose customer going to do bulk purchase), ..etc. Because of these the retailer loosing/ unable to acquire and retain his new as well as loyal customer.

Customers problems

Not getting size, colors/design on a particular style code which is/are desired by him/her

To the retailer

PED can increase the sale. It is helpful in add-up and cross selling. It is helpful in acquiring and retaining new and loyal customers for long term. It can enhance the relationship between retailer and customers.

To the customer

Customers never miss a product. Customers can order particular style coded product if it is available in the warehouse. It is convenience for the customer to get the desired product. Customer can have the product with same fit, styles, sizes, colors within 3-4 working days which is not available in the store at that time.