Westside-Retail Giant 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 company has already established 36 Westside departmental stores(measuring 15,000-30,000 square feet each) all over across various cities in India. Trent ventured into the hypermarket business in 2004 with Star Bazaar. Westside is exclusively designed and the merchandise ranges from stylized clothes, footwear and accessories for men, women and children.
power point presentation on the retail store westside, showing why it's been a giant now, and how the approach is been taken in therms of designing the strategies for it.
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Westside-Retail Giant
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 company has already established 36 Westside departmental stores(measuring 15,000-30,000 square feet each) all over across various cities in India.
Trent ventured into the hypermarket business in 2004 with Star Bazaar.
Westside is exclusively designed and the merchandise ranges from stylized clothes, footwear and accessories for men, women and children.
Mission Statement :
“To be regarded by our customers as the most relevant retailer in the country.”
Achieving the Goal :
Develop a comprehensive understanding of customers needs, strive to win their confidence, and offer them best-in-class products and services at affordable prices.
Policy :
Satisfy our customers with the range, quality and value of the products we offer and attain new heights of excellence through teamwork, in an atmosphere that encourages creativity and innovativeness.
It provides post purchase service including shipping & delivery, gift wrapping, adjustments & returns, alteration & tailoring.
It also provides ancillary services including general information , check cashing, parking, restaurants, repairs, interior decorating, credit etc.
Levels of service
• Self service- Self service is the corner stone of all discount operations. Many customers are willing to carry out their own locate compare select process to save money.
• Self selection- Customer find own goods, although they can ask for assistance.
• Limited Service- Westside also offers services like credit, merchandizing etc.
• Full Service- Sales people are ready to assist to any phase of the locate compare select process. Customers who like to be waited own prefer these types of stores.
The Three Cs• Comfort- Aims to create harmony between the person and the clothes
they wear.
• Crispness- Employees get training, wish list acting as tool to know customers preferences.
• Coordination- Finding star employees and designating them as trainer and coach to train the staff.
3 Kind of coaches :
Customer service coach IT skills Coach Product knowledge Coach
Westside Model
• MARKET RESEARCH
• RETAIL LAYOUT
• CUSTOMER FEEDBACK
• PRODUCT POSITIONING
• ADVERTISING AND PROMOTIONS
Market Research• Appreciated importance of MR – conducted before entering new city
• 5 member in house team
• Collected information on buying patterns, demand potential , lifestyles etc.
• Support from Tata companies like Taj Group , Titan, Voltas, Tata AIG , Tata Engineering.
• Before entering retail segment conducted research FINDINGS
1. Store owned brands and other brands ratio 30:70
2. Many international retailers stocked only own brands due to more loyalty , flexibility , high returns.
3. Heavy investment for brand building and poor economies of scale. MR conducted to understand customer behavior to enhance customer
loyalty .
Retail LayoutPHILOSOPHY & PROBLEMS FACED
Sold in house brand only – higher margins, more control over manufacturers( quality, cost), no intermediary costs.
Expensive real estate – leased shop space.
Required spacious showrooms in metros : 10000 – 20000 sq ft.
THE MODEL
Free Form Layout/Boutique Layout – fixtures and aisles arranged asymmetrically.
Merchandise displayed at 2 levels on same floor.
Merchandise in separate clusters e.g.. Women's wear and accessories clubbed together for convenience.