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I was blessed with an opportunity to work in the Retail sector of Reliance Group i.e. Reliance Trends. I completed internship at Reliance Trends and gained a lot of knowledge and experience about the industry. It was a really wonderful learning experience. I was assigned to a Reliance Trends near my hometown and was during the festive season .
About the store
It was the biggest store in my hometown and had produced the biggest sale in pan India during the festive season . The footfall and sales were high , the biggest sale was 36 lakhs in a single day. On an average the store would do 10 lakhs. The store had three Department Managers and one Store Manager plus around 90+ staffs. I was able in spend time and learn from every area possible like from floor management, CSD, Cash counter, Boh etc. There is a lot to learn from customer engagement, employee management, operations and even more . Reliance trends have a lot of quality collections from their own brands like Netplay, Network, Avaasa, DNMX, Teamspirit, Rio girl etc. They also have external brands like Monte, Louis Philippe, POLO,Peter England and many more. It has men’s , women’s and kid’s section.
How it works
The Reliance Trends stores are process or procedure oriented. They follow the same format and layout . The top level management sends detailed mails to the stores about the procedure , how the things should be done and what to communicate to the staff and customers. DM and SM are the connecting links that manage and control the execution of these procedures . They play a vital role in running the store. There are 5 departments in the store. Men’s Formal, Men’s Casual , Women’s section, Kid’s section and Western Wear. Each department has a team leader and they need to manage that department and carry out order from the DM .They employee are given incentives if they perform well and achieve target. The staff mainly need to manage their station, assisting and greeting the customers .” Namaste ” ,the way of greeting .
Formula to Sales
There is a formula to generate sales. It will increase the conversion rate and sales. It starts with a Smile and Greeting. : Always approach the customer with a smile and greet them with respect. Then the next step is to make sure that there is product availability , especially the size the customer is looking for should be on the s. If it’s available then only the customer will buy. Then the next point is trial room . The trial rooms must be managed properly and stock replenishment , the best products are in the trial room so it should be taken back to its station as soon as possible.
Then the next area is billing : fast and efficient billing will make the customer happy ,all counters must be open and offers should be clearly explained. Final area is customer service and feedback. After sales services means a lot it will help to retain and maintain the customer base. This formula works really well on that store, I was a lot of regular customers.
In addition to that the footfall is really high and the quality of service is really appreciable. The best way to increase the conversion rate is to attend the customers. Internship at Reliance Trends has taught me a lot about the company and customer engagement.
Attention to Details
Every element plays a key role , attention to details , from hanger position to left for easy handling , to the music played in the stores. The type of music played in the stores will have a psychological effect on the minds of the customers and staff. Slow beat songs will result in slow moment of work and customer and fast beat songs will help to get the job done quickly and customers also feel happy and energized. Even the color of the Sign boards and temperature of the store has an effect on the functioning of the shop.Location of the store always play a vital role in it’s success. It should be easily accessible to the customer.The women’s section is always on the ground floor as it creates a feel that the store is crowded and alive. It will attract more customers.
I was able to work in one of the biggest retail store ; One of the comments made by the Regional manager about store was that It looked alive and active as there were lot of customers even in the working days. The customer engaged is enormous. Billing and CSD are the biggest customer engagement point . Had to deal with lot of different types of customers and it helped to improve people skill and working in the area has helped a lot to improve my managerial abilities and have given me a glimpse of the industry culture.
The experience of Internship at Reliance Trends was really good and learning was even better. I actually learned everything by doing . There is some extend to what someone can tell or teach. I think the best way to learn is to do it . You may mistakes but it’s an opportunity to learn more. Everyone at trends were so friendly and supportive . I would like to thank all the staffs at Reliance Trends. They helped me to learn and accepted me as a part of your trends family.