Customer Experience

Management and Retail

Standard retail operations of
Operations
“Manyavar”

Presented by:
Abhiniti Garg
Divyansh Raj Verma
Raell Bose
 Retail
Operations
• Retail Operations is sum total of all activities that take
place in a retail store during any regular day.

• Main concern of retail operation is to run a store

smoothly and generate maximum profit.
Main activities that come under
store operations
• Store design and aesthetics

• Customer experience
function

• Product inventory
responsibilities

• Daily store operating

procedures and
responsibilities

• Retail administration
responsibilities
 Manyavar
• In 1999, Mr. Ravi Modi started with a shop in Kolkata that focused on
men’s ethnic.

• Over the time brand emerged as successful label in India.

• Manyavar grew into 450,000 sq. ft of retail space in India with more than
550+ stores.

• It went international with opening stores in UAE, USA, Nepal, and

Bangladesh.

• The brand has recently launched ‘Mohey’ a label under Manyavar that
focus on women ethnic wear.
 Marketing Mix
(Manyavar, Jubilee Hills)
• Product: Store offers Shervani, Kurta pajama, suits,
Jodhpuri, Waist, Jackets etc for men and boys. There are 16
different categories available in store.

• Price: Kurtas start from Rs.1299 and goes up-to Rs.8,000;

Shervani ranges from Rs.12,000 to Rs.45,000 ; higher range
starts from Rs.80,000 and are available on order basis.

• Place: The store is located in Jubilee hills area, it is a

Head prime location in Hyderabad.
office
• Promotion: The most successful strategy of
promotion was signing Virat Kohli and Anushka Sharma
Store Store as their brand ambassadors.
#1 #2
 Standard Operations at Manyavar Store

Open, Close and Readiness of store: checking for seal, switching

on electronics, cleaning, staff check all these activities are done
everyday before starting retail operations. Store starts retailing at
10:00 am everyday.
Switching on
Staff
Lights, AC,
Opening of attendance
Monitors
store and staff
check
Sales
Checking for
procedure
seal
starts

Backing up
Closing and
the systems
locking Shutting off information
the
electronics
except CCTV
Store Management
Cash Management
• Store Staffing and
scheduling Store Administration • Centralised Billing
: billing by Genesis
• Daily reports
software.
• Security
Cash collected is
• Shrinkage
deposited to bank
• Incentive to
Team consist of 9 everyday.
employees if sales
members • Petty cash Rs.
cross Rs. 4,00,000 /
1 store manager 5,000
month
1 cashier • Counterfeit check
1 tailor
3 sales persons
Customer Service 1 sales assistant
• Return policy: If a
1 housekeeping Head Office
customer has any
1 security guard • Visual
issue with the
merchandise, he can Merchandising
exchange it within 6 • Financial planning
months of purchase • Human resource
• tailoring. • Auditing
• No loyalty programs
• No discounts
 Customer Transaction and Sales
Target by
Calculated primary data
head office
*Sales/pers
Av. Foot fall on
Target Normal: 45-50 Festival: 85-90
3 crores/year Festival: 95-100 people per day
purchase 5000-
7000
*Sales/pers
Sale/mont Footfall
on
conversion
h Normal: 50%
Normal: 20-25
people per day
30 lakhs* Festival: 90% purchase 4000-
5000
*Revenue
Sale/day generated/
1 lakh* day
20x5000 =
1,00,000*
* - Approximation
 Space and Area
Total area 1650 sq.
ft
Selling area 1250
sq. ft

Percentage of
selling space =
selling area / total
area =
75.75%

Sales per sq. ft =

3,00,00,000 / 1250
=
Rs. 24,000 *

* - Approximation
 Stock
Stock turnover: is the number of times the inventory is
totally sold out in a period of time.

Average selling price: average price of the goods sold per

day

Gross margin: is the amount calculated upon subtracting

the cost of goods from total sales

Net margin: is the amount left after paying of all the bills
and taxes, a.k.a. net profit
 Outward stock
Inward stock
Checking of can be sent
comes from No warehouse
stock once a (on HO’s
the head in Hyderabad
week approval) to
office
other stores

Merchandise
Staff update
Inward stock DC sheet have is arranged in
everything in
comes 2-3 all MRPs and store
inventory
times a month Product info. everyday
systems
before closing

Average selling price Stock turnover rate =

(everyday) =
Total value of goods /
Total no. of goods sold
1,00,000 / 20 = 5,000*
* - Approximation
Net sales / Average retail
value of inventory
3,00,00,000 / 75,00,000 =
4*
 Total Salaries
Serial No. Particulars Salary Quantity Salary (Rupees)
(Rupees) (Number)

1 Store manager 35,000 1 35,000

2 Sales staff 25,000 3 75,000
3 Cashier 25,000 1 25,000
4 Sales assistant 15,000 1 15,000
5 Alteration personnel 12,000 1 12,000
(Tailor)
6 Housekeeping 10,000 1 10,000
7 Security guard 6,000 1 6,000

Total salaries per 9 1,78,000*

month

* - Approximation
 Total Expenditures
Serial No. Particulars Amount (Rupees)

1 Salary 1,78,000
2 Rent 3,50,000
3 Electricity bill 30,000
4 Miscellaneous expense 30,000

Total expenditure per 5,88,000

month
Total expenditure per 70,56,000*
annum

* - Approximation
 Gross Margin and Net Margin
Serial No. Particulars Amount (Rupees)

1 Total sales 3,00,00,000

2 Cost of goods sold 1,50,00,000

3 Gross margin (Total sales – Cost of 1,50,00,000

goods)
4 Total expenditure per annum 70,56,000

Net Margin (Gross Margin – Total 79,44,000*

Expenditure)

GMROI: gross margin return over inventory = Gross margin /

Av. Value of inventory
1,50,00,000 / 75,00,000 = 2*
* - Approximation
 Recommendation
1. Loyalty Program – inclusive and exciting
• System Generated marriage and
anniversary greetings
2. Style Consultants and Personal Shopper
(online and offline)
3. Wedding Planning and Consulting Services
4. Coupons of high end restaurants for
lunch/dinner dates for high spending
customers.
 We would like to thank
Mr. Annaji Sarma and Mr. Sanjeev Kumar