Services Encyclopedia Of Easyday Retail Store

3952 words (16 pages) Essay

11th May 2017 Marketing Reference this

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Bharti Enterprises Ltd marked its retail entry and the company chose Easy Day as the name for the stores, that will be spread over 2,500-4,500 sq. ft and stock food and grocery, personal care, stationery as well as other household items. Bharti’s retail venture has been in the news for almost one-and-a-half years after it announced plans to team up with the world’s largest retailer, Wal-Mart Stores Inc., to bring organized retail to India. Bharti’s stores will get expertise including technology, supply chain and logistics from US-based Wal-Mart, which is also an equal partner in a separate venture that will sell to other retailers and businesses.Bharti’s first stores mark the run-up to the launch of supermarkets ranging between 30,000 sq. ft and 50,000 sq. ft and hypermarkets of 75,000-125,000 sq. ft. The firm, which plans to invest up to $2.5 billion (Rs10,000 crore) in building a retail venture spread across at least 10 million sq. ft by 2015, is one of the largest Indian firms to enter the country’s booming yet controversial retail business.

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The company currently has 63 stores in cities across Punjab, Haryana, Rajasthan, Uttar Pradesh and New Delhi. These stores are of two formats: Supermarkets, which are known as “Easyday”, and Compact Hyper, which are known as “Easyday Market”.Their strategy is to consolidate presence in one market, before expanding to another geographic region. They plan to have 125 easyday and 13 easyday Market stores by the end of 2010. The focus of roll out would be North India but we have plans to expand operations into other parts of India.The company has lined up an investment of $2 billion to $2.5 billion by 2015 to fuel its expansion plans. Retail is viewed as the next big business by Bharti and continues to receive investment and strategic attention. The Easyday Market in Jaipur is a 35,000 sq. ft. store offering over 18,000 quality products, including trendy fashion wear such as George (international brand) and Astitva (Indian Ethnic Wear), private label products, home ware and furnishings, a range of electronics and electrical appliances, mobile phones, footwear, toys, books, food and grocery and fresh fruits and vegetables.

IDEAS BEHIND EASYDAY RETAIL STORE:

Launching of Indian personification of retail – Environment of a Bazaar, Mandi or Mela

Value for Money

Each unit of a commodity is exactly like every other unit

Providing the Customers Higher Variety of Products

Targeting the periodic buying behavior of Indian consumers

Encouraging festival time shopping

Creating a loyal customer base

Reaching out to the local people in any given area

Being constantly in touch with the customers

ATTRIBUTES OF EASYDAY RETAIL STORE:

Low Prices

Direct Access to products

Variety under the same roof

Organized chaos

Special offers

Skilled Staff

Shopping Experience

Availability of Region specific products

Facilities for exchange of old items at a rate higher than market rates

Optimal utilization of shopping space

SERVICES ENCYCLOPEDIA OF EASYDAY RETAIL STORE

EXECUTIVE SUMMARY

Positioning in retail is the basis of how one store competes with another retail store; it starts by defining target consumers in terms of ‘distinctive’ needs, and ends when unique’ set of executable action steps are identified to achieve an ‘identity’ in the minds of customers’ experience in the store and distinguish in their minds. Thus Easy day always provided their customer with superior products with low price and targeted urban and tier 1 people, they are new but they want to position their retail store in the minds of well so that it results in repeated purchases by the consumers. Retailers are faced with many issues as they attempt to be successful. The key issues include:

Customer Satisfaction – Easy day knows that satisfied customers are loyal customers.

Consequently, they develop strategies intended to build relationships that result in customers returning to make more purchases.

Ability to Acquire the Right Products – A customer will only be satisfied if they can purchase the right products to satisfy their needs. Since easyday do not manufacture their own products, they must seek suppliers who will supply products demanded by customers. Thus they identify the products customers will demand and negotiate with suppliers to obtain these products.

Product Presentation – Once obtained products must be presented or merchandised to customers in a way that generates interest.

Traffi c Building -Easyday use promotional methods to build customer interest. They key measure of interest is the number of people visiting a retail location or website. Building “traffic” is accomplished with a variety of promotional techniques such as advertising, including local newspapers or Internet, and specialized promotional activities, such as coupons.

Layout- the physical layout is an important component in creating a retail experience that will attract customers. The physical layout is more than just deciding in what part of the store to locate products. Easyday provides right shopping atmosphere (e.g., objects, light, sound) can add to the appeal of a store

Service marketing is inherently different from product or goods marketing. Services are distinctively characterized by their intangible, heterogeneous, inseparable and perishable nature. A service marketer builds his marketing strategies on five service quality dimensions to attain and sustain customer loyalty and zero defections. In marketing lexicon, it is known as RATER:

Reliability refers to the ability to perform the service accurately and dependably.

Assurance relates to knowledge and accuracy of employees and their ability to convey trust and confidence to the customers.

Tangibles refer to the appearance of physical facilities, equipment, personnel and communication materials i.e. physical evidence of facilities.

Empathy refers to dealing with customers in a caring and individualized manner.

Responsiveness is the willingness to help customers and provide prompt service

SERVICE MARKETING ENVIRONMENT

Easyday knows that by providing good service environment they can make customers loyal to them which will, in turn, helps them in their purchase decision. They want to fulfill the expectations of their customers by providing value for their money. They have trained their employees to deal with customers happily and offer them better services everytime so that customer is satisfied.

CUSTOMER REQUIREMENTS AND EXPECTATIONS

Customers are retailer’s biggest asset. In an era of growing consumer demands, it is no surprise that customer satisfaction and customer delight are the nuts and bolts of business growth. A lot has been said and done about customer care, and customer service. Building a strong customer relationship and wooing them has been every retailer’s anxiety. The demands of the customers have reached sky-high and with growing demands, the retailer’s job has increased tremendously to attract, and retain these new -age customers. Discern and draw a logical assessment of the market and have a clear understanding of target customer’s expectations. Develop a robust strategy to woo and retain customers.

Easyday always strives to Get feedback from your customers. Through feedback mechanisms, they know the expectation of the customers and can further develop ways to satisfy them.

PRICING OF SERVICES

Since its launch in April 2008, Easyday has successfully offered products at lowest prices every day, so that the customers can save money. easyday stores are a one stop shop, catering to every family’s daily and monthly needs. They bring together relevant and a wide range of quality products along with great in-store experience and service, at lowest prices.

SEGMENTATION

Geographic: easyday has been targeting urban as well as tier 1 people to fulfill their needs.

Demographic: easyday is concerned on both upper and lower middle class for providing products in every range and price.

Psychographic: easyday are concerned more about variety seekers, and people who want their money’s worth etc.

SERVICE MARKETING MIX

Offers wide range of products, range from apparels, food, farm products, furniture, child care, toys, etc.

All Major Brands

Fashion, electronics and travel segments made up about 70% of sales.

PRICE MIX

Generally easyday retail store has been known for its low pricing. They laid emphasis on providing value for the money of their customers. They often comes up with discounted coupons and festive offers. In their advertisements too, they always focused their low price to attract number of people.

PEOPLE

People are the customers which are the biggest asset of easyday retail store and to provide value to their customers they have well trained staff comprises of employees. presently 15000 people are working and around 400 workers are recruited every month. Also, they provide security to their customers. In case a customer change his mind, easyday are pleased to exchange the same for them- no questions asked, as long as it is in its original packaging and accompanied by its invoice.

In case, an exchange is not required, customer will be issued a gift card equal to the billed value, which can be utilized within the store as per their convenience.

PROCESS

Process at easyday retail store is really simple. People come in and go to their desired section of products and explore those products, keep them in their trolleys whichever product best suits to their needs and pay the bill at the end and come outside.

PHYSICAL EVIDENCE

Easyday retail store provides right products at right place like electronic goods at different section, clothes at different section and daily needs items at different section. Once obtained products must be presented or merchandised to customers in a way that generates interest. Retail merchandising often requires hiring creative people who understand and can relate to the market.

PLACE

The company currently has 63 stores in cities across Punjab, Haryana, Rajasthan, Uttar Pradesh and New Delhi. These stores are of two formats Supermarkets, which are known as “easyday”, and Compact Hyper, which are known as “easyday Market”.

Their strategy is to consolidate presence in one market, before expanding to another geographic region. Easyday plan to have 125 easyday and 13 easyday Market stores by the end of 2010. The focus of roll out would be North India but they have plans to expand operations into other parts of India.

PROMOTION

Easyday comes up with various discount offers and gift coupons for their customers. They put on banners and well as hoardings attracting the consumer by showing a glmpse of their wide range of products and their low price products with their tagline “16000” products at low price.

Easy day Market Celebrates Womanhood on International Women’s Day with Special Offers

Bharti Retail’s easyday Market unveils special offers for limited time only from 6th to 8th March ’10 – Heavy discounts on ethic wear, select footwear, cosmetics and kitchen accessories – Free in-store activities includes free makeover, chocolates, mehendi hand painting .Easyday Market, the compact-hyper format of Bharti Retail, launched special offers for women on the occasion of International Women’s Day on 8th March. The special offers were available from 6th to 8th March in all Easyday Market stores across Punjab, Rajasthan and National Capital Region. The special offers include 40% off on select footwear and juicer mixer grinder, 25% off on ethnic women’s wear and microwave and 5% off on cosmetics range, among other offers. Easyday Market also provided a great in-store experience to make women feel really special by providing free makeover, chocolates, mehendi hand painting, dietician consultation, nail painting among other fun activities.

Easyday Market stores are located in Ghaziabad, Ludhiana, Jalandhar, Patiala and Jaipur and offer over 18,000 products including – fashion wear, home ware, electrical appliances, mobile phones, toys, bakery products, fresh-cut non-veg, food & grocery and fresh fruits & vegetables. Easyday Market offers its customers an unparalleled retail experience, backed by a range of quality products at the lowest prices, true to our vision of ‘Enable India Live Better’.

DRAFTING POSITIONING MAPS

Positioning in retail is as important as location, product offering and brand value,

Positioning in retail is the basis of how one store competes with another retail store; it starts by defining target consumers in terms of ‘distinctive’ needs, and ends when ‘unique’ set of executable action steps are identified to achieve an ‘identity’ in the minds of customers’ experience in the store and distinguish in their minds. Creating a distinctive store has two goals – one, to attract customers to visit the store, and second, to create an image and experience of the store visit in the minds of customers so that the memory of the store (and the products) is aroused when the need for similar products is aroused.

Table 1 – Retail positioning map

Table 2 – Detailing of retail mix for positioning

Retail mix

Options for implementation

Product differentiation

· Unique products (exclusive location in a retail district)

· Hard to find products (getting 110 Volt appliances in Dubai)

· Selectively distributed brands

· (exclusive distribution of brands or certain SKUs)

· Tailored or edited assortments

· (assortments exclusive to an outlet / chain) – small bookshop

· Wide range – breadth and depth

· category killer – Borders

· Merchandise combinations – (an electronic store that carries different brands – one-stop-store for electronics)

· Jacky’s

Service offerings

· Location convenience

· Store ecology (convenience associated with parking, complementary stores, children’s play area, banks, etc.)

· In-store ambience and experience (ease and speed of transaction, ease of product evaluation, presentation convenience, comfortable fitting rooms, alteration, etc.)

· Time convenience (opening hours and queuing)

· Sales person (product knowledge, accessibility, and interaction)

· Ordering and delivery

· Product advice (staff, website, and in-store signage and material)

· Returns process and refunds

· After sales service

Lifestyle differentiation

· Based upon perceptive insights into what customers would like to experience

· Customers co-create the experience in the store

· Positioning based upon ‘lifestyle’. (like Crate & Barrel, Williams Sonoma, Home Depot as a lifestyle DIY in the USA or Ikea)

· Achieved through complex interplay of all elements of retail-mix to enable customer experience the lifestyle in the store

Price differentiation

· Price range of products to suit target customer

· Low feature low price ranges

· High feature top-of-line

The basis of developing a unique retail positioning requires two inputs; one, a perceptive understanding of consumer behaviour, and two, a change of retailer mindset – shift from behaving as a distributor of manufacturers and thinking like ‘agents’ of retail consumers. The knowledge of consumer behaviour needs to encompass an understanding of ‘how consumers buy’ at the store. Positioning is detailed using four dimensions – products and their attributes, services to be provided, lifestyle experience and price.

QUALITY CONCERNS

Signals of High Quality:

Quality attributes such as performance, durability, reliability and serviceability are important to fulfill.

Customers assume if a product does not fit or have the right finish then the product is a low quality product. This is known as the “fit and finish” dimension.

In pursuing a quality strategy, it is usually critical to understand what drives quality perception and to look to the small but visible elements

Delivering service quality, also means managing expectations. Because high expectations canbe a two-edged sword,avoiding negative experience is often as important as creating positive ones. Quality determinacy could be performance, conformance to specification, features, customer support, process quality, aesthetic design.The prototype of differentiation is a quality strategy in which easyday always perceived to deliver a product or service superior to that of competitors. A reputation for quality is the most frequently mentioned sustainable competitive advantage for easyday in the emerging retailing markets. They know that quality focused management system that is comprehensive, integrative and supported throughout the organization is required. For that they always provide branded and quality products and services to their customers.

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Customer Focus:

The quality option is designed ultimately to improve customer satisfaction.One indicator of a customer service focus is the involvement of top management. Easyday has excellent customer service and havr have one-on-one contact with customers.

INTEGRATED SERVICE GAP MODEL

Service marketing is inherently different from product or goods marketing. Services are distinctively characterized by their intangible, heterogeneous, inseparable and perishable nature. A service marketer builds his marketing strategies on five service quality dimensions to attain and sustain customer loyalty and zero defections. In marketing lexicon, it is known as RATER:

Reliability refers to the ability to perform the service accurately and dependably.

Assurance relates to knowledge and accuracy of employees and their ability to convey trust and confidence to the customers.

Tangibles refer to the appearance of physical facilities, equipments, personnel and communication materials i.e. physical evidence of facilities.

Empathy refers to dealing with customers in a caring and individualized manner.

Responsiveness is the willingness to help customers and provide prompt service.

In the gap model G1 where service provider is not aware about the customer expectation, as retail sector is in introductory stage where understanding the consumer behaviour, purchasing pattern, decision maker among the family. Understanding the relation store is taking the slow pace move to expand their reach so that it can be depth study to the customers need. In the lager extent customer is in perception to some extent these stores charge more than the traditional stores.

In case of G2 where not selecting the right service design. The investment to have the store at the right location to have enough foot falls is always the matter of concern. At easyday availability of skilled employee is in shortage due to the training being provided before they can join. Training include:

The way the floor employee will assist the customer in the store.

Interaction time span among the customer & after what span the interaction to took place.

Employee guidance to make the purchase easy for customer.

G3 where gap between the delivery of service to the standards, the brand image of walmart and bharti airtel is high as it is considered to be the most respectable brands of India.

In service delivery model customer expects not to have long waiting time to get billing done & to avoid any hassle to get it done.

To provide delivery of goods to the parking area is what easyday are working on

DESIGNING SERVICESCAPE

Easyday provides wonderful environment for its customers and It brings together a relevant and wide product range, good quality products and great in-store experience and service- all under one roof. This enables consumers to take care of their family’s day to day needs with greater ease. They provide variety of products at different sections like stationary,electronics,crockery,apparels etc. They know that youth wants entertainment so they have introduced pool tables in their stores and variety of other games as well.

Dole out customer delight

Create an ambience to delight the customers. Display ‘Welcome’ and ‘Thank you” signs at appropriate positions. Display articles of interest, and solve customer’s problems.

EMPLOYEE AND SERVICE ROLE IN CUSTOMER DELIVERY

Employees play a critical role in easyday retail store. They train their employees so that they can understand their customer needs and satisfy their needs through better after and before the sale service. More emphasis is laid on providing right kind of products for right people. As products are visible in the store so its upto the customer only to select the kind of product for him. Easyday retail store knows that if their employees greets their customer with a smile and with excellent service then customer will be loyal to them and for that they provide adequate training to them. Also they are working on delivering the products at the parking which has been purchased by the customer.

DESIGNING SERVICE BLUEPRINT

Customer actions: it includes steps, choices, activities and interactions that customer performs. If we consider easyday customer’s interactions with salespersons, his moving around and watching products displayed, and putting the products into trolleys.

Onstage actions: at easyday activities that are visible to the customer would be salesperson’s response to the customer’s queries, effective packaging as well as billing, whether on credit or cash. To greet the customers in nice manner is also onstage action.

Backstage actions: to deliver products at right time via truck and placing them at desired section say books, electronics, clothes, confectionary etc.

MANAGING WAITING LINES

At easyday they provide suitable and perfect environment for their customers. They know that keeping a customer waiting for billing or for a service will give a negative impact to the customer and he will not have a good experience at the store. To avoid this , easyday has set up various help counters and several billing counters at regular places so that customer does not have to wait too much for his turn for billing and can have a nice experience.

INTEGRATED SERVICE MARKETING COMMUNICATION

Easyday’s big idea is to offer variety of products to various kinds of people and lowest price. Even in their advertisement, whether it is hoardings or banners or in newspapers they always comes up with the tagline “More than 16000 products at lowest price”.

Bharti Enterprises Ltd marked its retail entry and the company chose Easy Day as the name for the stores, that will be spread over 2,500-4,500 sq. ft and stock food and grocery, personal care, stationery as well as other household items. Bharti’s retail venture has been in the news for almost one-and-a-half years after it announced plans to team up with the world’s largest retailer, Wal-Mart Stores Inc., to bring organized retail to India. Bharti’s stores will get expertise including technology, supply chain and logistics from US-based Wal-Mart, which is also an equal partner in a separate venture that will sell to other retailers and businesses.Bharti’s first stores mark the run-up to the launch of supermarkets ranging between 30,000 sq. ft and 50,000 sq. ft and hypermarkets of 75,000-125,000 sq. ft. The firm, which plans to invest up to $2.5 billion (Rs10,000 crore) in building a retail venture spread across at least 10 million sq. ft by 2015, is one of the largest Indian firms to enter the country’s booming yet controversial retail business.

The company currently has 63 stores in cities across Punjab, Haryana, Rajasthan, Uttar Pradesh and New Delhi. These stores are of two formats: Supermarkets, which are known as “Easyday”, and Compact Hyper, which are known as “Easyday Market”.Their strategy is to consolidate presence in one market, before expanding to another geographic region. They plan to have 125 easyday and 13 easyday Market stores by the end of 2010. The focus of roll out would be North India but we have plans to expand operations into other parts of India.The company has lined up an investment of $2 billion to $2.5 billion by 2015 to fuel its expansion plans. Retail is viewed as the next big business by Bharti and continues to receive investment and strategic attention. The Easyday Market in Jaipur is a 35,000 sq. ft. store offering over 18,000 quality products, including trendy fashion wear such as George (international brand) and Astitva (Indian Ethnic Wear), private label products, home ware and furnishings, a range of electronics and electrical appliances, mobile phones, footwear, toys, books, food and grocery and fresh fruits and vegetables.

IDEAS BEHIND EASYDAY RETAIL STORE:

Launching of Indian personification of retail – Environment of a Bazaar, Mandi or Mela

Value for Money

Each unit of a commodity is exactly like every other unit

Providing the Customers Higher Variety of Products

Targeting the periodic buying behavior of Indian consumers

Encouraging festival time shopping

Creating a loyal customer base

Reaching out to the local people in any given area

Being constantly in touch with the customers

ATTRIBUTES OF EASYDAY RETAIL STORE:

Low Prices

Direct Access to products

Variety under the same roof

Organized chaos

Special offers

Skilled Staff

Shopping Experience

Availability of Region specific products

Facilities for exchange of old items at a rate higher than market rates

Optimal utilization of shopping space

SERVICES ENCYCLOPEDIA OF EASYDAY RETAIL STORE

EXECUTIVE SUMMARY

Positioning in retail is the basis of how one store competes with another retail store; it starts by defining target consumers in terms of ‘distinctive’ needs, and ends when unique’ set of executable action steps are identified to achieve an ‘identity’ in the minds of customers’ experience in the store and distinguish in their minds. Thus Easy day always provided their customer with superior products with low price and targeted urban and tier 1 people, they are new but they want to position their retail store in the minds of well so that it results in repeated purchases by the consumers. Retailers are faced with many issues as they attempt to be successful. The key issues include:

Customer Satisfaction – Easy day knows that satisfied customers are loyal customers.

Consequently, they develop strategies intended to build relationships that result in customers returning to make more purchases.

Ability to Acquire the Right Products – A customer will only be satisfied if they can purchase the right products to satisfy their needs. Since easyday do not manufacture their own products, they must seek suppliers who will supply products demanded by customers. Thus they identify the products customers will demand and negotiate with suppliers to obtain these products.

Product Presentation – Once obtained products must be presented or merchandised to customers in a way that generates interest.

Traffi c Building -Easyday use promotional methods to build customer interest. They key measure of interest is the number of people visiting a retail location or website. Building “traffic” is accomplished with a variety of promotional techniques such as advertising, including local newspapers or Internet, and specialized promotional activities, such as coupons.

Layout- the physical layout is an important component in creating a retail experience that will attract customers. The physical layout is more than just deciding in what part of the store to locate products. Easyday provides right shopping atmosphere (e.g., objects, light, sound) can add to the appeal of a store

Service marketing is inherently different from product or goods marketing. Services are distinctively characterized by their intangible, heterogeneous, inseparable and perishable nature. A service marketer builds his marketing strategies on five service quality dimensions to attain and sustain customer loyalty and zero defections. In marketing lexicon, it is known as RATER:

Reliability refers to the ability to perform the service accurately and dependably.

Assurance relates to knowledge and accuracy of employees and their ability to convey trust and confidence to the customers.

Tangibles refer to the appearance of physical facilities, equipment, personnel and communication materials i.e. physical evidence of facilities.

Empathy refers to dealing with customers in a caring and individualized manner.

Responsiveness is the willingness to help customers and provide prompt service

SERVICE MARKETING ENVIRONMENT

Easyday knows that by providing good service environment they can make customers loyal to them which will, in turn, helps them in their purchase decision. They want to fulfill the expectations of their customers by providing value for their money. They have trained their employees to deal with customers happily and offer them better services everytime so that customer is satisfied.

CUSTOMER REQUIREMENTS AND EXPECTATIONS

Customers are retailer’s biggest asset. In an era of growing consumer demands, it is no surprise that customer satisfaction and customer delight are the nuts and bolts of business growth. A lot has been said and done about customer care, and customer service. Building a strong customer relationship and wooing them has been every retailer’s anxiety. The demands of the customers have reached sky-high and with growing demands, the retailer’s job has increased tremendously to attract, and retain these new -age customers. Discern and draw a logical assessment of the market and have a clear understanding of target customer’s expectations. Develop a robust strategy to woo and retain customers.

Easyday always strives to Get feedback from your customers. Through feedback mechanisms, they know the expectation of the customers and can further develop ways to satisfy them.

PRICING OF SERVICES

Since its launch in April 2008, Easyday has successfully offered products at lowest prices every day, so that the customers can save money. easyday stores are a one stop shop, catering to every family’s daily and monthly needs. They bring together relevant and a wide range of quality products along with great in-store experience and service, at lowest prices.

SEGMENTATION

Geographic: easyday has been targeting urban as well as tier 1 people to fulfill their needs.

Demographic: easyday is concerned on both upper and lower middle class for providing products in every range and price.

Psychographic: easyday are concerned more about variety seekers, and people who want their money’s worth etc.

SERVICE MARKETING MIX

Offers wide range of products, range from apparels, food, farm products, furniture, child care, toys, etc.

All Major Brands

Fashion, electronics and travel segments made up about 70% of sales.

PRICE MIX

Generally easyday retail store has been known for its low pricing. They laid emphasis on providing value for the money of their customers. They often comes up with discounted coupons and festive offers. In their advertisements too, they always focused their low price to attract number of people.

PEOPLE

People are the customers which are the biggest asset of easyday retail store and to provide value to their customers they have well trained staff comprises of employees. presently 15000 people are working and around 400 workers are recruited every month. Also, they provide security to their customers. In case a customer change his mind, easyday are pleased to exchange the same for them- no questions asked, as long as it is in its original packaging and accompanied by its invoice.

In case, an exchange is not required, customer will be issued a gift card equal to the billed value, which can be utilized within the store as per their convenience.

PROCESS

Process at easyday retail store is really simple. People come in and go to their desired section of products and explore those products, keep them in their trolleys whichever product best suits to their needs and pay the bill at the end and come outside.

PHYSICAL EVIDENCE

Easyday retail store provides right products at right place like electronic goods at different section, clothes at different section and daily needs items at different section. Once obtained products must be presented or merchandised to customers in a way that generates interest. Retail merchandising often requires hiring creative people who understand and can relate to the market.

PLACE

The company currently has 63 stores in cities across Punjab, Haryana, Rajasthan, Uttar Pradesh and New Delhi. These stores are of two formats Supermarkets, which are known as “easyday”, and Compact Hyper, which are known as “easyday Market”.

Their strategy is to consolidate presence in one market, before expanding to another geographic region. Easyday plan to have 125 easyday and 13 easyday Market stores by the end of 2010. The focus of roll out would be North India but they have plans to expand operations into other parts of India.

PROMOTION

Easyday comes up with various discount offers and gift coupons for their customers. They put on banners and well as hoardings attracting the consumer by showing a glmpse of their wide range of products and their low price products with their tagline “16000” products at low price.

Easy day Market Celebrates Womanhood on International Women’s Day with Special Offers

Bharti Retail’s easyday Market unveils special offers for limited time only from 6th to 8th March ’10 – Heavy discounts on ethic wear, select footwear, cosmetics and kitchen accessories – Free in-store activities includes free makeover, chocolates, mehendi hand painting .Easyday Market, the compact-hyper format of Bharti Retail, launched special offers for women on the occasion of International Women’s Day on 8th March. The special offers were available from 6th to 8th March in all Easyday Market stores across Punjab, Rajasthan and National Capital Region. The special offers include 40% off on select footwear and juicer mixer grinder, 25% off on ethnic women’s wear and microwave and 5% off on cosmetics range, among other offers. Easyday Market also provided a great in-store experience to make women feel really special by providing free makeover, chocolates, mehendi hand painting, dietician consultation, nail painting among other fun activities.

Easyday Market stores are located in Ghaziabad, Ludhiana, Jalandhar, Patiala and Jaipur and offer over 18,000 products including – fashion wear, home ware, electrical appliances, mobile phones, toys, bakery products, fresh-cut non-veg, food & grocery and fresh fruits & vegetables. Easyday Market offers its customers an unparalleled retail experience, backed by a range of quality products at the lowest prices, true to our vision of ‘Enable India Live Better’.

DRAFTING POSITIONING MAPS

Positioning in retail is as important as location, product offering and brand value,

Positioning in retail is the basis of how one store competes with another retail store; it starts by defining target consumers in terms of ‘distinctive’ needs, and ends when ‘unique’ set of executable action steps are identified to achieve an ‘identity’ in the minds of customers’ experience in the store and distinguish in their minds. Creating a distinctive store has two goals – one, to attract customers to visit the store, and second, to create an image and experience of the store visit in the minds of customers so that the memory of the store (and the products) is aroused when the need for similar products is aroused.

Table 1 – Retail positioning map

Table 2 – Detailing of retail mix for positioning

Retail mix

Options for implementation

Product differentiation

· Unique products (exclusive location in a retail district)

· Hard to find products (getting 110 Volt appliances in Dubai)

· Selectively distributed brands

· (exclusive distribution of brands or certain SKUs)

· Tailored or edited assortments

· (assortments exclusive to an outlet / chain) – small bookshop

· Wide range – breadth and depth

· category killer – Borders

· Merchandise combinations – (an electronic store that carries different brands – one-stop-store for electronics)

· Jacky’s

Service offerings

· Location convenience

· Store ecology (convenience associated with parking, complementary stores, children’s play area, banks, etc.)

· In-store ambience and experience (ease and speed of transaction, ease of product evaluation, presentation convenience, comfortable fitting rooms, alteration, etc.)

· Time convenience (opening hours and queuing)

· Sales person (product knowledge, accessibility, and interaction)

· Ordering and delivery

· Product advice (staff, website, and in-store signage and material)

· Returns process and refunds

· After sales service

Lifestyle differentiation

· Based upon perceptive insights into what customers would like to experience

· Customers co-create the experience in the store

· Positioning based upon ‘lifestyle’. (like Crate & Barrel, Williams Sonoma, Home Depot as a lifestyle DIY in the USA or Ikea)

· Achieved through complex interplay of all elements of retail-mix to enable customer experience the lifestyle in the store

Price differentiation

· Price range of products to suit target customer

· Low feature low price ranges

· High feature top-of-line

The basis of developing a unique retail positioning requires two inputs; one, a perceptive understanding of consumer behaviour, and two, a change of retailer mindset – shift from behaving as a distributor of manufacturers and thinking like ‘agents’ of retail consumers. The knowledge of consumer behaviour needs to encompass an understanding of ‘how consumers buy’ at the store. Positioning is detailed using four dimensions – products and their attributes, services to be provided, lifestyle experience and price.

QUALITY CONCERNS

Signals of High Quality:

Quality attributes such as performance, durability, reliability and serviceability are important to fulfill.

Customers assume if a product does not fit or have the right finish then the product is a low quality product. This is known as the “fit and finish” dimension.

In pursuing a quality strategy, it is usually critical to understand what drives quality perception and to look to the small but visible elements

Delivering service quality, also means managing expectations. Because high expectations canbe a two-edged sword,avoiding negative experience is often as important as creating positive ones. Quality determinacy could be performance, conformance to specification, features, customer support, process quality, aesthetic design.The prototype of differentiation is a quality strategy in which easyday always perceived to deliver a product or service superior to that of competitors. A reputation for quality is the most frequently mentioned sustainable competitive advantage for easyday in the emerging retailing markets. They know that quality focused management system that is comprehensive, integrative and supported throughout the organization is required. For that they always provide branded and quality products and services to their customers.

Customer Focus:

The quality option is designed ultimately to improve customer satisfaction.One indicator of a customer service focus is the involvement of top management. Easyday has excellent customer service and havr have one-on-one contact with customers.

INTEGRATED SERVICE GAP MODEL

Service marketing is inherently different from product or goods marketing. Services are distinctively characterized by their intangible, heterogeneous, inseparable and perishable nature. A service marketer builds his marketing strategies on five service quality dimensions to attain and sustain customer loyalty and zero defections. In marketing lexicon, it is known as RATER:

Reliability refers to the ability to perform the service accurately and dependably.

Assurance relates to knowledge and accuracy of employees and their ability to convey trust and confidence to the customers.

Tangibles refer to the appearance of physical facilities, equipments, personnel and communication materials i.e. physical evidence of facilities.

Empathy refers to dealing with customers in a caring and individualized manner.

Responsiveness is the willingness to help customers and provide prompt service.

In the gap model G1 where service provider is not aware about the customer expectation, as retail sector is in introductory stage where understanding the consumer behaviour, purchasing pattern, decision maker among the family. Understanding the relation store is taking the slow pace move to expand their reach so that it can be depth study to the customers need. In the lager extent customer is in perception to some extent these stores charge more than the traditional stores.

In case of G2 where not selecting the right service design. The investment to have the store at the right location to have enough foot falls is always the matter of concern. At easyday availability of skilled employee is in shortage due to the training being provided before they can join. Training include:

The way the floor employee will assist the customer in the store.

Interaction time span among the customer & after what span the interaction to took place.

Employee guidance to make the purchase easy for customer.

G3 where gap between the delivery of service to the standards, the brand image of walmart and bharti airtel is high as it is considered to be the most respectable brands of India.

In service delivery model customer expects not to have long waiting time to get billing done & to avoid any hassle to get it done.

To provide delivery of goods to the parking area is what easyday are working on

DESIGNING SERVICESCAPE

Easyday provides wonderful environment for its customers and It brings together a relevant and wide product range, good quality products and great in-store experience and service- all under one roof. This enables consumers to take care of their family’s day to day needs with greater ease. They provide variety of products at different sections like stationary,electronics,crockery,apparels etc. They know that youth wants entertainment so they have introduced pool tables in their stores and variety of other games as well.

Dole out customer delight

Create an ambience to delight the customers. Display ‘Welcome’ and ‘Thank you” signs at appropriate positions. Display articles of interest, and solve customer’s problems.

EMPLOYEE AND SERVICE ROLE IN CUSTOMER DELIVERY

Employees play a critical role in easyday retail store. They train their employees so that they can understand their customer needs and satisfy their needs through better after and before the sale service. More emphasis is laid on providing right kind of products for right people. As products are visible in the store so its upto the customer only to select the kind of product for him. Easyday retail store knows that if their employees greets their customer with a smile and with excellent service then customer will be loyal to them and for that they provide adequate training to them. Also they are working on delivering the products at the parking which has been purchased by the customer.

DESIGNING SERVICE BLUEPRINT

Customer actions: it includes steps, choices, activities and interactions that customer performs. If we consider easyday customer’s interactions with salespersons, his moving around and watching products displayed, and putting the products into trolleys.

Onstage actions: at easyday activities that are visible to the customer would be salesperson’s response to the customer’s queries, effective packaging as well as billing, whether on credit or cash. To greet the customers in nice manner is also onstage action.

Backstage actions: to deliver products at right time via truck and placing them at desired section say books, electronics, clothes, confectionary etc.

MANAGING WAITING LINES

At easyday they provide suitable and perfect environment for their customers. They know that keeping a customer waiting for billing or for a service will give a negative impact to the customer and he will not have a good experience at the store. To avoid this , easyday has set up various help counters and several billing counters at regular places so that customer does not have to wait too much for his turn for billing and can have a nice experience.

INTEGRATED SERVICE MARKETING COMMUNICATION

Easyday’s big idea is to offer variety of products to various kinds of people and lowest price. Even in their advertisement, whether it is hoardings or banners or in newspapers they always comes up with the tagline “More than 16000 products at lowest price”.

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