STUDY OF LOCATION, LAYOUT & DESIGN OF A RETAIL STORE

PRESENTED BY: Shobhit Bhatnagar Divya Verma Vinod Vaibhav Hitkari Sarika

HYPER MARKET
Hypermarket: A retail store that combines a department store and a grocery supermarket. Often a vary large establishment, hypermarkets offer a large variety of products such as appliances, clothing and groceries Combination of food (60-70%) and general merchandise (30-40%) stores. Items in a Hypermarket: HM typically stock fever SKUs than supercenters i.e. between 40,000 - 60,000 Items, ranging from groceries, hardware, and sports equipment to furniture and appliances to computer and electronics

HYPER MARKETS (GLOBAL)

1. Wal-Mart (United States) Carrefour (France) 6. The Kroger Co (United States) Costco (US)

2.

7.

3.

Metro (Germany)

8.

Aldi (Germany)

4.

Tesco (United Kingdom)

9.

Home Depot (United States)

5.

Lidl Stiftung & Co (Germany) 10. Target Corp (United States)

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HYPER MARKETS (INDIA)

Products sold:

Best locations:
Delhi Noida Gurgaon Hyderabad Bangalore Ahmedabad Chandigarh

Electronic goods Groceries Vegetables & fruits House hold items Stationaries Pharmaceuticals & health care products Consumer durables Vegetables Dress materials Furniture & Furnishings etc.

TASK #1: VISIT A FEW RETAIL STORES

HYPER MARKETS VISITED

SPENCERS HYPER, MGF-MEGA CITY MALL Located in a mall with stores of multiple formats. Situated in an upmarket area in Gurgaon: MG Road. Spencer a known brand name in retail. RELIANCE MART, SECTOR 29 Located in a central market with mainly eating joints around it. Situated in a rapidly growing area with outlets like Starbucks, Spaghetti Kitchen, Yo! China etc. Ample parking space in front of the store.
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TASK #2: SELECT ONE OF THE STORES AND DESCRIBE IT

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TAKEN ON: October 22, 2013

RELIANCE MART
FORM HYPER MARKET

LOCATION

RAPIDLY GROWING LOCALITY IN GURGAON

LAYOUT

MULTIPLE

DESIGN

EACH FLOOR HAS A DISTINCT LAYOUT AND DESIGN

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RELIANCE MART
NO. OF FLOORS THREE (ONE BASEMENT + GROUND & 1ST FLOOR)

TOTAL RETAIL AREA

NO. OF EMPLOYEES AVERAGE FOOTFALL

3,867 x 3 = 11,601 Sq. Feet (Approx.)

103

927 / WEEK or 132 / DAY

SOURCE: INTERVIEW WITH THE STORE MANAGER

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LOCATION

SOURCE: GOOGLE MAPS

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LOCATION
Neighboring Stores
McDonalds Dominos Spaghetti Kitchen Pizza Hut CCD

Starbucks

P
Yo! China

RELIANCE MART

ICICI Bank

Bikanerwala

Hotel

Hotel

Hotel

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LOCATION
Advantages
15 Mins from Sector 23 and well connected to all of the major areas, both sides of the highway Free parking for approximately 500 vehicles Located next to Leisure Valley & Kingdom of Dreams which attract major footfall, even from neighboring cities Number of business hotels, caters to needs of the travelers Little to no competition in the area

Disadvantages
Well-connected but far from major residential areas of the city Minimal capitalization on impulse buying, as visitors generally plan what to buy before making the trip Can be unapproachable for someone who wants to buy a small item, etc. Not an effective location to sell electronic items such as cellphones, cameras, etc.
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LAYOUT
GROUND FLOOR
G R O C E R I E S

WASHROOM LIFT HELP DESK

VEGETABLES & FRUITS

CASH COUNTERS

UNLOADING

ENTRY

STAIRS

BEVERAGES

EXIT

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LAYOUT
BASEMENT
LUGGAGE & BAGS COSMETICS WASHROOM LIFT SHOES KIDS WEAR

MENS WEAR GROCERIES STAIRS WOMENS WEAR

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LAYOUT
FIRST FLOOR
MUSIC & MOVIES HOME APPLIANCES SPORTS ITEMS

WASHROOM LIFT L C OTHER ELECTRONICS D S

TOYS

HOME WARE STAIRS MOBILES CAMERAS

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LAYOUT
ADVANTAGES
Main products on entrance
Ease of access to all floors as both lift & stairs are available

Separate apparel zones for men, women & kids

Electronics displayed in efficient & visually appealing manner Multiple cash counters to avoid any bottleneck

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LAYOUT
DISADVANTAGES
Narrow walking areas in some zones
Stairways are not effectively used to display merchandise Confusion due to inadequate labelling of sections No priority queues (5 items or less, etc.) further discourages people looking to purchase few items

Groceries are stocked on two different floors, leading to

overlap in products types
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M E N S W E A R

GROCERIES

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TASK #3: IMPROVEMENTS FOR A SIMILAR STORE

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LOCATION
The store should be located in a mall to maximize its average footfall and also gain better recognition. Better promotional efforts should be employed to increase market share and improve impulse buying. Separate express billing counters for people with less than five or so items Items such as electronics should be promoted extensively to increase visibility and improve customer knowledge

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LAYOUT
A hyper market should have wide lanes/aisles between merchandise as customers tend to buy large amounts of products at a hyper market Stairways can be used effectively to showcase the new and popular merchandise. Each section of the store should be labelled appropriately so that customers can easily navigate through the store and reach their intended section. Each floor of the store should have a distinct identity as to what is available on each of the levels.

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THANK YOU