analysis of westside retail store

8/19/2019 analysis of westside retail store

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Introduction

Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of

India's largest and fastest growing chains of retail stores. The Westside stores hae

nu!erous depart!ents to !eet the aried shopping needs of custo!ers. These include

"enswear, Wo!en#s wear, $id#s wear, %ootwear, &os!etics, erfu!es and (andbags,

(ousehold )ccessories, lingerie, and Gifts. The co!pan* has alread* established +

Westside depart!ental stores -!easuring 1,///0+/,/// suare feet each2 in

)h!edabad, 3angalore, &hennai, 4elhi, Gurgaon, Gha5iabad 6 7oida -to beconsidered as 1 cit*2, (*derabad, Indore, aipur, $olata, Ludhiana, Lucnow,

"u!bai, "*sore, 7agpur, une, :a;ot, pand rapidl* with si!ilar for!at stores that offer a fine balance between

st*le and price retailing.

Trent entured into the h*per!aret business in ?//@ with e!plif*ing

its A&hota 3udget, La!bi


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stocing curios, to*s and other gift ite!s. What separates Land!ar fro! other stores

of its ind is the range and depth of its stoc.

This stor* began circa 1998 when The Tata#s acuired Littlewoods a London based

retail chain. This acuisition was followed b* the establish!ent of Trent Ltd -a Tata

enterprise that presentl* operates Westside2. Littlewoods was subseuentl* rena!ed

Westside.

In a rapidl* eoling retail scenario, Westside has cared a niche for its brand of

!erchandise creating a lo*al following. &urrentl*, the co!pan* has + Westside stores

!easuring 1,///0+/,/// suare feet each across ?/ cities. With a ariet* of designsand st*les, eer*thing at Westside is e>clusiel* designed and the !erchandise ranges

fro! st*li5ed clothes, footwear and accessories for !en, wo!en and children to well0

co0coordinated table linens, artifacts, ho!e accessories and furnishings. Well0designed

interiors, sprawling space, pri!e locations and coffee shops enhance the custo!ers#

shopping e>perience.

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RESEARCH METHODOLOGY

Objective of the study

1. To deelop the satisfaction leel for their custo!ers.?. To understand the !areting strategies of west side

+. To now the strateg* to face the rial co!petition

1. ri!ar* dataFThe pri!ar* data is been collected b* the onsite store of west

side and through articles and e!plo*ees of west side

?.


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CHA"TER #

Reti$ Industry% An Overvie!

:etailing is the interface between the producer and the indiidual consu!er

bu*ing for personal consu!ption. This e>cludes direct interface between the

!anufacturer and institutional bu*ers such as the goern!ent and other bul

custo!ers. ) retailer is one who stocs the producer#s goods and is inoled in

the act of selling it to the indiidual consu!er, at a !argin of profit. )s such,

retailing is the last lin that connects the indiidual consu!er with the

!anufacturing and distribution chain.

:etail has pla*ed a !a;or role world oer in increasing productiit* across a

wide range of consu!er goods and serices .The i!pact can be best seen in

countries lie D.


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The retail industr* in India is of late often being hailed as one of the sunrise

sectors in the econo!*. )T $earne*, the well0nown international

!anage!ent consultanc*, recentl* identified India as the Asecond !ost

attractie retail destination# globall* fro! a!ong thirt* e!ergent !arets. It

has !ade India the cause of a good deal of e>cite!ent and the c*nosure of

!an* foreign e*es. With a contribution of 1@C to the national G4 and

e!plo*ing BC of the total worforce -onl* agriculture e!plo*s !ore2 in the

countr*, the retail industr* is definitel* one of the pillars of the Indian

econo!*.

:etail sales in India a!ounted to about :s.B@// billion in ?//?, e>panded at

an aerage annual rate of BC during 19990?//?. With the upturn in econo!ic

growth during ?//+, retail sales are also e>pected to e>pand at a higher pace of

nearl* 1/C. )cross the countr*, retail sales in real ter!s are predicted to rise

!ore rapidl* than consu!er e>penditure during ?//+0/8. The forecast growth

in real retail sales during ?//+0 ?//8 is 8.+C per *ear, co!pared with B.1C for

consu!er e>penditure. "oderni5ation of the Indian retail sector will be

reflected in rapid growth in sales of super!arets, depart!ental stores and

h*per !arts. pand at growth rates

ranging fro! ?@C to @9C per *ear during ?//+0?//8, according to a latest

report b* Euro !onitor International, a leading proider of global consu!er0

!aret intelligence.

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). T. $earne* Inc. places India th on a global retail deelop!ent inde>. The

countr* has the highest per capita outlets in the world 0 . outlets per 1///

population. )round BC of the population in India is engaged in retailing, as

co!pared to ?/C in the Dpenditure is

on basic necessities, especiall* food0related ite!s. (ence, it is not surprising

that food, beerages and tobacco accounted for as !uch as B1C of retail sales

in ?//?. The share of food related ite!s had, howeer, declined oer the

reiew period, down fro! B+C in 1999. This is not une>pected, because with

inco!e growth, Indians, lie consu!ers elsewhere, hae started spending

!ore on non0food ite!s co!pared with food products. pected to continue

during the ne>t few *ears, with the rapid growth in nu!bers of such outlets

due to consu!er de!and and business potential. The factors responsible for

the deelop!ent of the retail sector in India can be broadl* su!!ari5ed as

followsF

H :ising inco!es and i!proe!ents in infrastructure are enlarging consu!er

!arets and accelerating the conergence of consu!er tastes. Looing at

inco!e classification, the 7ational &ouncil of )pplied Econo!ic :esearch

-7&)E:2 classified appro>i!atel* /C of the Indian population as low

inco!e in 199@09 this is e>pected to decline to 1B.8C b* ?//0/B.

H Liberali5ation of the Indian econo!* which has led to the opening up of the

!aret for consu!er goods has helped the "7& brands lie $ellogg#s,

Dnileer, 7estle, etc. to !ae significant inroads into the ast consu!er

!aret b* offering a wide range of choices to the Indian consu!ers.

H


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T.=. channels is helping in creating awareness about global products for local

!arets. )bout @BC of India#s population is under the age of ?/ and this will

increase to C b* ?/1. This *oung population, which is technolog*0sa*,

watch !ore than / T= satellite channels, and displa* the highest propensit*

to spend, will i!!ensel* contribute to the growth of the retail sector in the

countr*. )s India continues to get strongl* integrated with the world econo!*

riding the waes of globali5ation, the retail sector is bound to tae big leaps in

the *ears to co!e.

The Indian retail sector is esti!ated to hae a !aret si5e of about J 18/

billion but the organi5ed sector represents onl* ?C share of this !aret. "ost

of the organi5ed retailing in the countr* has ;ust started recentl*, and has been

concentrated !ainl* in the !etro cities. India is the last large )sian econo!*

to liberali5e its retail sector. In Thailand, !ore than @/C of all consu!er goods

are sold through the super !arets and depart!ental stores. ) si!ilar

pheno!enon has swept through all other )sian countries. rgani5ed retailing

in India has a huge scope because of the ast !aret and the growing

consciousness of the consu!er about product ualit* and serices. ) stud*

conducted b* %itch, e>pects the organi5ed retail industr* to continue to grow

rapidl*, especiall* through increased leels of penetration in larger towns and

!etros and also as it begins to spread to s!aller cities and 3 class towns.

%ueling this growth is the growth in deelop!ent of the retail0specific

properties and !alls. )ccording to the esti!ates aailable with %itch, close to

?!n s. ft. of retail space is being deeloped and will be aailable for

occupation oer the ne>t +0@8 !onths. %itch e>pects organi5ed retail to

capture 1C0?/C !aret share b* ?/1/. ) "c$inse* report on India sa*s

organi5ed retailing would increase the efficienc* and productiit* of entire

ga!ut of econo!ic actiities, and would help in achieing higher G4

growth. )t C, the share of e!plo*!ent of retail in India is low, een when

co!pared to 3ra5il -1@C2, and oland -1?C2.

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M$$s in Indi

er the last ?0+ *ears, the Indian consu!er !aret has seen a significant

growth in the nu!ber of !odern0da* shopping centers, popularl* nown as

A!alls#. There is an increased de!and for ualit* retail space fro! a aried

seg!ent of large0for!at retailers and brands, which include food and apparel

chains, consu!er durables and !ultiple> operators. pected de!and for ualit* retail space in

?// is esti!ated to be around @/ !illion suare feet. While preiousl* it was

the large, organi5ed retailers with their !odern, up0!aret outlets, and direct

consu!er interface0 who had been a e* factor driing the growth of organi5ed

retail in the countr*, now it is the !alls which are pla*ing the role.

%actors such as aailabilit* of ph*sical space, population densities, cit*

planning, and socio0econo!ic para!eters hae drien the Indian !aret to

eole, to a certain e>tent, its own definition of a A!all#. %or e>a!ple, while a

!all in D


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7ational &apital :egion -4elhi, 7oida, Gurgaon2 is e>pected to increase to

oer ?1.1 !illion s. ft. &o!pared to other big cities, $olata and (*derabad

are relatiel* new entrants in the !all seg!ent, but are witnessing uic

growth.

&handigarh and Indore, are also e>pected to see a for!idable growth in the

growth of !alls in the near future. 3ut !alls in India need to hae a clear

positioning through the deelop!ent of differential product assort!ent and

differential pricing, in order to co!pete effectiel* in a growing !all !aret.

, and the right ti!ing, would Ensure the success of the A!all

reolution# in India.

Ch$$en*es of Reti$in* in Indi

:etailing as an industr* in India has still a long wa* to go. To beco!e a trul*

flourishing industr*, retailing needs to cross the following hurdlesF

H )uto!atic approal is not allowed for foreign inest!ent in retail.

H :egulations restricting real estate purchases, and cu!berso!e local laws.

H Ta>ation, which faors s!all retail businesses.

H )bsence of deeloped suppl* chain and integrated IT !anage!ent.

H Lac of trained wor force.

H Low sill leel for retailing !anage!ent.H Intrinsic co!ple>it* of retailing rapid price changes, constant threat of

product obsolescence and low !argins.

The retailers in India hae to learn both the art and science of retailing b*

closel* followingF

(ow retailers in other parts of the world are organi5ing, !anaging, and coping

up with new challenges in an eer0changing !aretplace. Indian retailers !ust

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use innoatie retail for!ats to enhance shopping e>perience, and tr* to

understand the regional ariations in consu!er attitudes to retailing.

:etail !areting efforts hae to i!proe in the countr* 0 adertising,

pro!otions, and ca!paigns to attract custo!ers building lo*alt* b*

identif*ing regular shoppers and offering benefits to the! efficientl*

!anaging high0alue custo!ers and !onitoring custo!er needs constantl*,

are so!e of the aspects which Indian retailers need to focus upon on a !ore

pro0actie basis.

4espite the presence of the basic ingredients reuired for growth of the retail

industr* in India, it still faces substantial hurdles that will retard and inhibit its

growth in the future. ne of the e* i!pedi!ents is the lac of %4I status.

This has largel* li!ited capital inest!ents in suppl* chain infrastructure,

which is a e* for deelop!ent and growth of food retailing and has also

constrained access to world0class retail practices.

"ultiplicit* and co!ple>it* of ta>es, lac of proper infrastructure and

relatiel* high cost of real estate are the other i!pedi!ents to the growth of

retailing. While the industr* and the goern!ent are tr*ing to re!oe !an* of

these hurdles, so!e of the roadblocs will re!ain and will continue to affect

the s!ooth growth of this industr*.

(oweer, as a result of the roadblocs, the industr* re!ained in a rudi!entar*

stage. While these retailers gae the necessar* a!bience to custo!ers, little

effort was !ade to introduce world0class custo!er care practices and i!proe

operating efficiencies. "oreoer, !ost of these !odern deelop!ents were

restricted to south India, which is still regarded as a A"ecca of Indian :etail#.

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CHA"TER +

'estside, seson of &ro)otion nd s$e

#- Sesons of Reti$in* ,'ESTSIDE

.A/Su))er Seson

• It#s usuall* fro! "a* to ul*.

• Low sales are recorded during this period.

• This season is good for pro!otions and launching new

adertise!ent ca!paigns.

.0/ 1$$ Seson

• )ugust and


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+- Custo)ers, At 'estside#- Men

While gu*s tend to prioriti5e fashion to a lesser degree than girls, right0

looM and the dudeM i!age is still i!portant to the!.

3o*s tend to spend !ore !one* on electronic gadgets, food, sports goods

and !usic.

+- 'o)en

TweenM girls represent a lucratie opportunit* for retailers. The* are going to

beco!e the future bu*ers.

TeenM girls are !ore trend sa*. It#s not ;ust the clothes and accessories, but

the whole loo that the teen girls aspire to define.

Aost teenM girls spend !ore on ;ewelr* and household ite!s and thus the*

contribute a lot !ore in ter!s of reenue.

2- Geo*r&hic$ Loction

The location of the retail store had, for a long ti!e, been considered the !ost

i!portant A# in retailing. If a retail store was located in the right place, it was

considered to be adeuate assurance for success. er the *ears, with adentof non0store retailing and the rise in web0based retail, !erel* choosing the

right location can#t be considered adeuate. (oweer, the retail location is an

i!portant part of the retail strateg*, as the location of the store cone*s a fair

a!ount of its i!age. It also influences the !erchandise !i> and the interior

la*out of the store.

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While a retailer can change his !erchandise !i>, ad;ust prices, i!proe

co!!unication with consu!ers and offer better serices, once a store co!es

into e>istence, it is fairl* difficult to change the location. "oing fro! one

location to another !a* result in the loss of custo!ers and e!plo*ees.

"oreoer, the new location !a* not alwa*s hae the benefits of the earlier

one.

Ty&es of Loctions

=arious options are aailable to the retailer, for choosing the location of this

store. The choice of the location of the store again, depends on the target

audience and the ind of !erchandise to be sold. %or e>, the location of a

conenience store would not be suitable for that of an e>pensie ;ewelr*

boutiue. T*picall*, a store !a*be,

1. %reestandingN Isolated


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CHA"TER 2

ACHIE3EME4T O1 'ESTSIDE I4 RETAILI4G

Westside has garnered nu!erous accolades 0

1. 3alanced ceeding the e>pectations of our

custo!ers.

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It is their polic* to satisf* our custo!ers with the range, ualit* and alue of

the products we offer. (oweer, if the* are dissatisfied with an* ite! that the*

!ight hae purchased the* would tae the necessar* !easures to assist the!.

The custo!ers are e>pected to return unused !erchandise along with its

receipt within +/ da*s. We would e>change the returned ite!s or gie our

custo!ers a co!plete refund. In the eent that the* do not hae the receipt we

would offer the! an e>change or proide the! a gift oucher to the current or

last nown selling price. We hae co!plete confidence in the ualit* of our

!erchandise howeer should our custo!ers hae an* grieances, we would be

happ* to address the! once the* are brought to our attentionM said an

e!plo*ee.

panded its range of !erchandise b* offering outfits

fro! so!e of India#s best0nown fashion designers, a!ong the! Wendell

:oderics, )nita 4ongre, $rishna "ehta and "ona ali. This is an interesting

!areting shift, since it !eans !oing awa* fro! the chains onl*0our0own0

brands concept. 'estside is de&rt)ent$ store hvin* sever$ &roduct

$ine 5 ccordin* to ET 677 $ist out of to& four reti$ co)&nies Trent

rn(ed 2rd s

antaloons retail


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Store "ositionin* in 'estside-

#- Ground 1$oor

• &os!etics

• &hildren


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+- #st 1$oor

• "en#s


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it on the first floor -)ndheri infinit* !all2. In case of isual !erchandising

all the categor* of clothes of all si5es and arieties are displa*ed and hence the

consu!ption of space for sheles is reduced. )nd it is conenient for

custo!ers to choose and for the attendants to support bu*ing. rofitabilit* of

Westside 4elhi is !ore than that in une and 3angalore because *outh here

hae !uch spending power. It is also drien fro! strong de!and baced b*

ualit* products and latest fashion-

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CHA"TER 8

Services 5 Store At)os&here in 'estside

re0purchase serices include accepting telephone 6 !ail orders, adertising,

window 6 interior displa*, fitting roo!s, fashion shows

It proides post purchase serice including shipping 6 delier*, gift wrapping,

ad;ust!ents 6 returns, alteration 6 tailoring

It also proides ancillar* serices including general infor!ation, chec cashing,

paring, restaurants, repairs, interior decorating, credit etc.

The 'estside stores !er bri*ht9 festive $oo( nd9 in (ee& !ith the )ood

of the seson9 hostin* festiv$ bri*ht-

With the sole ob;ectie of rewarding its lo*al custo!ers for their patronage,

Westside has lined up a bonan5a of surprise gifts. Eer* shopper gets a

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scratch0and0win card which entitles the! entr* into a contest. Those !aing

purchases aboe :s 1,// are also entitled to receie other pleasant surprises

The trendy househo$d section has a co!plete new range of bed linen in

elephant !otifs, floral !otifs and paisle* design. The color palette for the

festie collection includes fla!ing orange, ro*al blue and other ibrant colors

to depict festiit*.

The *ift section has a plethora of gifts O terracotta pots, urns, nic0nacs

and 4i*a#s in beautiful colors, shapes and si5es. The store has also introduced

a new range of furniture and other household goods, including cabinets, butler

tra*s and !irrors in wood with an antiue finish. )n innoatie range inwrought iron and rope has been introduced in utilit* ite!s which include

!aga5ine racs, folding stools, ;a! pots on tra*s and Ganesha in brass and

terracotta.

1cin* the ch$$en*e

The greatest challenge for Westside in its uest for a place in the retail sun is

not the co!petition fro! si!ilar organi5ed pla*ers, but fro! the unorgani5ed

sector -98 per cent of India#s retail gar!ent industr* operates in the

unorgani5ed sector2.

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The other challenge for Westside is that the retail fashion business in the

countr* is beco!ing increasingl* crowded with new pla*ers, Indian and

foreign. )!ong the new entrants hae been Wills


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• "ost attractie rewards shopping

• Instant use of the card

• Eas* to operate

• E>tra conenience

• =alidit* at all stores

Westside does its regular brand building through adertise!ents in the !edia

with brand a!bassador Yuvrj Sin*h and other *oung !odels !ore

i!portant are its in0house pro!otions, which pea during the three !ain

festie seasonsF su!!er, 4iwali and &hrist!as. The pro!otions are !ostl*

the!e based, with decorations to !atch, lie bands and other attractions.

+- 1shion Lo*y

Westside has launched a new ad ca!paign titled '1shion Lo*y'. The ca!paign

is designed to proide the bu*er with not ;ust clothing, but also guides and aid

on dressing s!art, st*ling and accessori5ing. The ca!paign sees on0ground

actiities and pro!otions designed to interact with the consu!er about their

st*le. It includes wo!en#s corporate wear, girls wear, and gla! deni!.

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2- The Three Cs

&orporate clothing is a !a;or co!ponent of Westside !erchandise. The

e!phasis here is on the three &sF &o!fort, &rispness and &oordination, and

the goal is to proide the co!plete corporate loo, where color, clothes andaccessories are !i>ed and !atched in a !anner that creates har!on* between

the person and the clothes he or she wears.

Westside e!plo*ees are gien regular training for better interaction.


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Se$f,se$ection, &usto!er find own goods, although the* can as for

assistance

Li)ited Service, Westside also offers serices lie credit, !erchandi5ing

etc.

1u$$ Service0


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lo*alt* as related to products and serices -3loe!er and Le!!in, 199?

3loe!er and $asper, 199 Garfein, 198B $asper, 1988 $raft et al., 19B+2,

there is little e!pirical eidence to support the e>plicit relationship between

store satisfaction and store lo*alt* -(u!!el and act

relationship between store i!age and store lo*alt* has re!ained inconclusie.

There is both eidence for a direct relationship and an indirect relationship

whereb* store satisfaction acts as a !ediator -4o*le and %enwic, 19B@

(ouston and 7ein, 1981 Linduist, 19B@


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CHA"TER ;

"nt$oons A T(eover 0y Adity 0ir$

"A4TALOO4S

antaloons %ashion 6 :etail, one of the top clothing brands in the world, is India's

fastest growing pre!iu! lifest*le co!pan*. With innoatie designs, concepts

and products, the co!pan* brings the latest trends in fashion and clothing st*les to

the apparel !aret. antaloons, preiousl* controlled b* the %uture Group, has

been recentl* taen oer b* )dit*a 3irla 7uo Li!ited, a D< J@ billion pre!iu!

diersified conglo!erate and India's largest !anufacturer of linen fabric.

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antaloons offer !ultiple accessories and clothing brands across a spectru! of

categories for !en, wo!en and ids. The co!pan* proides an incredible and

co!plete one0stop shopping e>perience to its bu*ers through its ast collection of

!ore than ?// prestigious brands for the discerning fashionista. antaloons, with

a presence across @9 cities through 1/ aestheticall* designed large for!at stores

and ? factor* outlets, displa*s a range of class* and trend* !erchandise that

trul* lies up to antaloons# !a>i! of Afresh fashion#.

) t*pical antaloons store co!prises a brand portfolio that runs across a ga!ut of

st*les that spell class. The collection includes read*0to0wear western and ethnic

apparel for !en, wo!en and ids, co!ple!ented b* an e>haustie range of

accessories. The ariet* of products and brands has helped propel antaloons to

beco!e one of the best clothing brands in India.

A&&re$9 brnds nd ccessories

antaloons offer its custo!ers a collection of apparels and accessories fro! the

stables of globall* renowned brands. The priate labels for !en in western wear

include Lo!bard, :ig, 3are 4eni!, 3are Leisure,


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The wo!en#s section houses the priate labels O 3are 4eni!, 3are Leisure, :ig,

)nnabelle, (one*, and );ile O in western wear, as well as the choicest ethnic

wear fro! :ang"anch, Trishaa and )riti. opular brands lie Lee &ooper, 3iba

and W are also aailable. The for!al wear section offers a range of crisp and well0

tailored collection b* popular international brands such as =an (eusen, )llen

clusie brands lie Lee &ooper uniors, &hal, oppers, in 6

3lue, and , Titan and others.

Trend* sunglasses fro! olaroid, Guess, olice,


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antaloons is an integral part of the prestigious )dit*a 3irla Group, a D


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"nt$oons to Invest Rs #+6 Crore This 1isc$< Add =& to 26

Stores, "ress Artic$e-

ress Trust of India Q Last DpdatedF )ugust 1, ?/1 1BF?8

:etail chain antaloons plans to inest :s 1? crore this fiscal as it plans to

add up to + stores across the countr*.

In an inestor update, antaloons %ashion 6 :etail's parent co!pan* )dit*a

3irla 7uo saidF R%inancial *ear ?/101 cape> guidance -for antaloons2

stands at about :s 1? crore !ainl* towards launch of new stores.R

RThe co!pan* is targeting to launch +/0+ stores during ?/101 and focus

will be on e>panding custo!er reach and portfolio enrich!ent,R it said.

antaloons, which hae oer 1// stores across the countr*, reported net sales

of :s @++.B/ crore for the uarter, ended une +/, ?/1.

In "a*, in a !a;or restructuring e>ercise, )dit*a 3irla Group announced

!erger of all its branded apparel businesses into one entit*, )dit*a 3irla

%ashion and :etail Ltd.

Dnder the sche!e of arrange!ent, the apparel businesses of group holding

co!pan* )dit*a 3irla 7uo and of another group fir! "adura Gar!ents

Lifest*le :etail would be de!erged into listed fir! antaloons %ashion 6

:etail Ltd -%:L2. "adura owns and retails brands such as Louis hilippe,

=an (eusen, )llen


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In ?/1?, )dit*a 3irla 7uo had entered into an agree!ent with the %uture

Group to infuse :s 1,// crore into antaloons and acuire a !a;orit* stae in

the store chain.


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$e*words F :etail strateg* riate Label strateg* =endor !anage!ent

"erchandise "anage!ent Growth cellence "odel.. ) t*pical Westside store organi5ation


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1. To understand the i!pact of celebrit* endorse!ent in !areting brand.?. To understand the sales force through !areting the products b*

celebrit*.+. &o!petitie adantages oer other retailers.@. To now the brand i!age and i!pact of such indorse!ents in retail.

&ontentF1.


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&ontentF

1. ositioning the brand and its i!age?. "aintaining the pricing strate*+. &atering of upper and !iddle class leel custo!er @. "areting ia ads, brochures, posters, hoardings.


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+- To proide a alue to custo!ers eer* isit to the store b*

co!ple!entar* gifts2- To understand how !e!bership progra!!e gies in effect to brand

lo*alt*

8- Giing corporates offer of dine in or gift card ouchers

&ontentF

1. &lub !e!bership progra!!e?. &usto!er lo*alt* benefits+. &reating a alue towards eer* purchase

@. Trent0 Westside pro!otion offers. "areting and pro!otional strateg*. E>clusie shopping hoursB. &orporate tie0up

:eferenceF httpFNNapee;a*.eduNaits!N;ournalNdocsNa;!st0/1/1/@oct1+.pdf

1I4DI4GS

) critical factor in Westside#s success has been its strateg* to attract

shoppers 6 eep the! in stores0 the a!ount of ti!e shoppers spend in a

store is perhaps the single !ost i!portant factor in deter!ining how

!uch the* will bu*. . In haing understood the pulse of the custo!ers in

India, Westside has clearl* established itself as a brand with an Indian

heart.

er the *ears Westside has also deeloped and successfull* introduced

a range of new brands especiall* suited to the Indian palate. These

brands lie ?% @D hae been a tre!endous success a!ongst the new

generation. What has also gien Westside a co!petitie edge is that in

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http://apeejay.edu/aitsm/journal/docs/ajmst-010104oct13.pdfhttp://apeejay.edu/aitsm/journal/docs/ajmst-010104oct13.pdf


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addition to an e>tensie range of internationall* renowned brands lie

clusiel* to Wo!en and "en respectiel*. Thus giing the! priac*

and !ore freedo! to loo into their products.

Wo!en#s need !ore space and loo for co!fort. The* are less liel* to

bu* if the place is congested and !aes the! feel unco!fortable. )t

Westside sofas hae been placed in the wo!en section so as to !ae the

fe!ales !ore co!fortable.

Westside has been able to create a brand i!age and is consistentl*

!aintaining its brand identit* b* new additions in products and catering

to the !aret need.

The* are catering to different age groups less than one roof. %or e>. n

the 1st floor which is !en#s section both for!al and college wear is

aailable. This wa* the* are able to build a huge custo!er lo*al base.

Westside caters to not onl* the clothing needs and desires of its

custo!ers. The* hae bed sheets, itchenware, ;ewelr*, perfu!es, bab*

products, household ite!s, etc. This wa* a custo!er who enters

Westside ;ust to bu* one or two ite!s usuall* ends up bu*ing a lot !ore.

The in0store e>perience in Westside is er* delightful. Their full* silled

and trained staff caters to the needs of the public in the right wa*. The*

don#t pounce upon the custo!er as soon as he enters the store. The* wait

till the ti!e a custo!er starts selecting and then the* co!e and help.

This wa* the custo!er gets accli!ati5e with the store and the

eniron!ent.

rice of brands aailable at Westside is not too high as co!pared to its

co!petitor#s brands. This is due to their cost effectie suppl* chain

!anage!ent. The* directl* pic up the goods fro! the !anufacturer

thus ensuring low price tag at their store.

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RECOMME4DATIO4

To increase !ore footfalls !ore pro!otional actiities !ust be carried out.

%or this Westside can either offer !ore discounts or increase their

adertise!ents. Increase in the nu!ber of footfalls will lead to increase in

sales.

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There are studies which hae contributed for e>tending the consu!er

benefitNlo*alt* fra!ewor to the retail branding conte>t. &usto!er satisfaction

is an antecedent of word of !outh co!!unication, but custo!er lo*alt* !ust

be present to !ediate the relationship. This finding is i!portant for theor*

building in this and other !areting and consu!er conte>ts.

In the increasingl* co!petitie eniron!ent faced b* toda*'s retailers, the

pursuit of consu!er lo*alt* is para!ount. In order to be co!petitie, retailers

!ust identif* the e* ingredients of consu!er lo*alt* and the relationships

between the benefits deliered to the consu!er and i!portant outco!es -i.e.

satisfaction, lo*alt*, word of !outh co!!unication2.

This stud* doesn#t identif* two t*pes of benefits !ostl* desired b* the

consu!er. :etailers should understand this if the* e>pect to proide utilitarian

benefits to consu!ers b* wa* of haing the right product on hand at the right

place and ti!e. In addition, the* !ust recogni5e that the consu!er also desires

a hedonic benefit in ter!s of the shopping e>perience. The results of this stud*

doesn#t indicate that consu!ers e>pect the purchase e>perience to offer

hedonic ualities such as e>cite!ent, entertain!ent, escapis!, fantas*, and

fun. :etailers that utili5e the store0as0the0brand strateg* should recogni5e this

and wor to delier hedonic alue throughout the purchase e>perience.

)nother i!portant finding not undertaen in this stud* indicates that consu!er

satisfaction is lined to attitudinal lo*alt*. )lthough one could argue that other

ariables not e>a!ined in this stud* contribute euall* to attitudinal lo*alt*,

satisfaction appears to be an i!portant antecedent. Therefore, retailers should

recogni5e that in order to create a lo*al custo!er base, the* !ust satisf* the

desires and needs of the consu!er. ne wa* that retailers can proide

satisfaction to the consu!er is through the delier* of alue in the for! of

utilitarian and hedonic benefits associated with the purchase e>perience.

:etailers should recogni5e that the* !ust !eet or e>ceed the consu!er's

e>pectations in ter!s of the benefits the consu!er is seeing.

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The e>tant bod* of literature on the consu!er benefitsNlo*alt* fra!ewor is in

an earl* stage of deelop!ent. The pri!ar* goal for future research should be

to identif* and e>a!ine the arious t*pes of consu!er benefits that influence

consu!ers' satisfaction, lo*alt*, and word of !outh co!!unication. In0depth

ualitatie research in the for! of personal interiews and focus groups would

proide a better understanding of the benefits desired b* consu!ers. This

ualitatie research would, in turn, contribute to the deelop!ent of better

!easures to capture each t*pe of benefit. In turn, it is i!portant to continue to

e>a!ine the relationships between consu!er benefits and outco!e ariables

that are crucial to the success of the retail fir! -e.g. custo!er satisfaction,

custo!er lo*alt*, and word of !outh co!!unication2. ) particularl* i!portant

area of inestigation is the role of attitudinal lo*alt* as a !ediator between

custo!er satisfaction and word of !outh co!!unication.

%uture research should also focus on replicating this stud* with a different

target respondent. ) large sure* of consu!ers of arious bacgrounds in

arious geographic areas could help to !ae the findings of this stud* !ore

generali5able to the oerall population.

References

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&II :eport on :etail ?//8,

ournals fro! www.e!eraldinsight.co!

www.esnips.co!

analysis of westside retail store

Documents