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B Y: NU T AN G

V AR SH A G

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Reliance Retaily Type : Supermarket

y Industry : Retail

y Founded : 0 October 2006

y Headquarters : Mumbai, India

y Key people : Mukesh Ambani

yWebsite : www.ril.com

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About Reliance Freshy Stores,range from 2,000 to 5,000 sq feet,provide

customerswithavarietyof fresh fruits,vegetables,staple foodsandotherproductsinaworld-class

ambience. RRL hasgrownrapidlyandoperatesover

900 stores

80 cities

In 14 States

750 Reliance Fresh stores.

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Reliance freshin Belgaum

y The firstsiteof Reliance freshin BelgaumonMarch18, 2008

Location :

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Layout

Thepure foods conveniencestoremodelof Reliance Fresh requires farlessspacethanafull-fledgedsupermarket

Mostoftheseoutletsneedaroundonly2,000-

5,000 sq. ft

Simple, colorfulbut cramped

Separateentryandexitpoint

Chocolatesandotherkidsitemswerenearbycash counter

VegetablesandFruitsitemswereindisplaynearentrygate

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Marketing mixofReliance Fresh

y Product

Strictlyvegetarian

ProductMix consistsofFresh Fruits,Vegetables, Dairy

products,FrozenItems, Groceries, cosmeticsand DailyUseproducts

Less Assortmentbut focusonspecific product categorieslikevegetables,dairyproducts,detergents, fruitsanddailyuseitems

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y Price LowprizedPrivatelabels

Discountonbulkbuying

MeasurestakentoreducethelengthofSupplyChaintherebypurchasedirectlyfrom farmers,whichisinturnsenttodistribution centre.

Twotimessupplyofvegetableand fruitsdailytoensure fresh

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y Place

Generallylocatedinsmall commercial complexes closeto3-4bigresidentialareas

Observation: found closeto Crossroads Enjoya clearviewfromtheroad

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y Promotion

Themainideabehindeveryeffortistomakeabulkpurchase

SaturdayandSundayare consideredasdiscountandschemeday

RebatesandPremiums focusingonbillvalue

Audiovisualtoolsbeenemployeds

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Personnel

2 shiftstaff forsmallstoresand 3 shiftstaff forlargerones

5 to 6 salespersonspershift

Staffuniform: red,greenandblue 1 weektraininggiventostaff

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Channel choice

Farmers Farmers Farmers

Reliance Reliance Reliance

Collection

Farmersowntransportation Farmersown

transportation

Processing

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STRATEGY-PRICING

y

UseEverydayLowPricing

BenchmarkorSignpostItems

itemsusedbyconsumersasanindex ofoverallpricelevelofthe

store I.e. HowmuchdotheysellTshirts for?

AllowforShrinkageanddiscounting

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Promotion

Themainideabehindeveryeffortistomakeabulkpurchase

SaturdayandSundayare consideredasdiscountandschemeday

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Merchandising

Merchandisingisthemethods,practicesandoperationsusedtopromoteandsustain certain categoriesof

commercialactivities.

Itmeansmaximizingmerchandisesalesusingproductdesign,selection,packaging, pricing anddisplaythatstimulates consumerstospendmore.

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Relationshipmarketinginreliance fresh

y ruralorurban,oldoryoung,whiteorblack,malls orkirana shops,soon,people fromevery nookandcornerneedseverythingwhich isavailable @ retail

store. Butwhatmatters is crm.

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y Reliance freshstronglybelievesinretainingand creatingnewcustomers.

y Relianceitselfisaverystrongbrandandhasalwaysproveditselfinvariousoccasionsandinvarious

industries.y RelianceFreshitprovidesallitsitemsatnotonly

competitivepricesbutalsogivesvarietyofoffersanddiscounttoits customers.

y

Thewarmand friendlystaffsmakesureyouaresatisfiedwhileshoppingatreliance freshoutletsandalwayslookforward fora continuesshoppingexperiencereliancefresh

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Cont..

y Inorderto createloyaltyamong customersreliancefreshteamworkshardtoprovidetheir Bestinproductsandservicestotheir fullest

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CRMPolicy

y Customerloyalty

y Customer retention

y Customer communication

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Customerloyalty

Oneachpurchaseofrs. 100 the customergetsoneredeemablepointontheproductionof cardatbillingcounter.The collectedpoints canberedeemedin formofdiscountson futurepurchasesondemandofthecustomer

Thereexistsablanket customerrelationshipprogramme calledtherelianceonemembershipprogramme forthepurposeofmaintaining customerloyalty.Themembershipprogramme isaverysimpleonewhereawilling customerisrequiredto filla formgivingpersonalinformationandhegetsatemporarycardwhichwillbemadepermanentaftersixmonths.

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Customerretention

y Maintainingagoodstoreambianceisalsoapartofcustomerretentionpolicyofreliance retail.Clean &

hygienic environmentwithproperlywellspacedproductsalongwiththeuniform colorthemeattractstheexisting customers tothestoreagain & again

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y A fastbillingsystemandgoodandeasygrievancehandlingsystemwhich canbeaccessedthrucustomerservicedeskand companywebsite,ensures

that customers feelsatisfiedwiththestoremanagement.

y Lessharassmentto customersmeansbettercustomerretention

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Customer communication

y Communicationtoexisting customerstakesthe formofsms ande-mails,generallysenttorelianceonemembers.Theygetinformationaboutongoingoffers

andalsoinformationandlatestnewsabouttheirneareststoresandthe companyingeneral.

y Giftvouchersanddiscount couponsareanattractionforthe customersandgivethemthe feelthatthestore caresaboutthemandtheirmoney

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