Analysis Of Store Operations
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Reliance Fresh, part of Reliance Industries, operates over 560 convenience stores in India selling fresh produce and FMCG products. Each store employs various roles including store managers, supervisors, and cash managers, each responsible for day-to-day operations, inventory management, and customer service. The company plans to invest over Rs. 25,000 crores in its retail division over the next four years to enhance its operations and capabilities.
Analysis Of Store Operations
- 1. ANALYSIS OF STORE OPERATIONS RELIANCE FRESH By: Students of NIFT, Delhi
- 2. RELIANCE FRESH Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India. Headed by Mukesh Ambani. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars, dairy products and other FMCG products. A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a catchment area of 1-2 km. Reliance plans to invest in excess of Rs. 25000 crores in the next 4 years in their retail division.
- 3. MERCHANDISE DETAILS Product width: Fruits, Vegetables, Juices and other FMCG Products. Product length: Fruits and vegetables both Indian and imported are available. FMCG Product length includes detergents, hair products, perfumes, cosmetics, household products etc.
- 4. DAILY OPERATIONS OF THE STORE 1. Store opens by 5:30 am with the help of guard and the supervisior. 2. Daily indent of fruits, vegetables and milk products reach by 5:30. 3. Merchandise laid by the customer associates and makes the store ready for customers by 6:30am. 4. Store manager updates the opening stock. 5. Revises the rate list sent by the head office. 6. Updates the discounts and the promotions on various product categories. 7. Perishable merchandise are put on discount of 20% after 4 pm.
- 5. DAILY OPERATIONS OF THE STORE 8. The merchandise is checked properly from time to time by the supervisor. 9. The house keeping people does the cleaning at least 7 times a days span. 10. Refrigeration and temperature are checked regularly several times a day by the store manager. 11. In the later half of the day indent of the next day merchandise is given by the store manager with the help of the supervisor. 12.In the end closing stock is checked and further details of replenishment is forwarded to the head office by the supervisor. 13.The cash manager checks the balance and compares it with the sale. 14. The store gets wind up for customers around 10 pm. 15. After all the accounting procedures done the operators shut down at 11 pm.
- 6. STORE OPERATORS STORE MANAGER VISIUAL MERCHANDISER CATEGORY HEADS SUPERVISIOR CASH MANAGER CUSTOMER ASSOCIATES HOUSE KEEPER GAURDS
- 7. STORE MANAGER Every reliance fresh has one store manager. The store manager is appointed by the HR department of the Centre Head Reliance Fresh. Experience required: At least 4 years in retail. Pay packet ranges from 12k-20k. The undergo a 15 days training sessions before they work on the floor. His working hours are 11 a.m to 9 p.m
- 8. DAILY WORK PROFILE OF STORE MANAGER IN RELIANCE FRESH He is responsible for day to day operations of the store. Coordinate with the store supervisors: His work is to give instructions to the store supervisors. Coordinate with the category heads. Product management, including ordering, receiving, price changes, handling damaged products, and returns. Full check on the inventory control. Convey about different promotion schemes to the supervisors. Store performance of the day is reported to by him on daily basis to the head office. To check the closing stock of all the merchandise and give the indent for the next order accordingly. To handle any customer complaints which are not managed by the supervisors. He has to inspect and manage all the sales record daily, monthly and annually
- 9. VISUAL MERCHANDISER Every store has a visual merchandiser who has to set up the merchandise as per the instructions given by the head office. Every store is given a set of standard laying patterns which are supposed to be strictly followed. His work is basically to set the merchandise in order to increase the sales of the store.
- 10. DAILY WORK PROFILE OF VISUAL MERCHANDISER His job is to communicate with store managers to work out the floor layout and display points, as well as how and what items are to be displayed. It includes: His work includes moving merchandise, shelving and putting fixtures. Proper presentation of the merchandise kept. Taking care of the perishable merchandise and keeping it under proper refrigeration's. Proper placements of the promotional schemes and banners on daily basis.
- 11. SUPERVISIOR Every Reliance Fresh has two supervisors. The supervisor is appointed by the HR department of the Centre Head Reliance Fresh with the help of the store manager. Exp. required: At least 2 years in customer service. Pay packet ranges from 8k-12k. The undergo a 20 days training sessions before they work on the floor. His working hours are 8a.m to 11p.m.
- 12. DAILY WORK PROFILE OF SUPERVISIOR IN RELIANCE FRESH Coordinate with the cash manager, customer associates, house keeping and security guards and give them instructions. Keep a check on the stock as well as the expiry dates of the merchandise. Checks about the stock replenishment and sends details to the head office by using the software called “SAP”. Reports to the store manager about day to day activities. Takes care of the customer complaints. He is given incentives to promote products and are also given bonus on crossing sales targets. To keep fruits and vegetables in right temperature and moisture.
- 13. CASH MANAGER Every reliance fresh has two cash manager. The store manager is appointed by the HR department of the Centre Head Reliance Fresh with the help of store manager. Exp. required: At least 1.5 years in retail. Pay packet ranges from 6k-8k. The undergo a 15 days training sessions before they work on the floor. His working hours are 6:30a.m to 11 p.m
- 14. WORK PROFILE OF CASH MANAGER IN RELIANCE FRESH All the transactions are managed by him. He scans the goods that the consumer wishes to purchase. After all of the goods have been scanned, the cashier then collects payment for the goods, make change and handout recipts. The place of his operation is known as “Point Of Sale”. Software used in Reliance Fresh is called “Retalix”. At the end of their shift, he balances the amount of money they have taken in with the total sales recorded. At the end of the day he has to collect the cash and get it deposited with Company’s account in ICICI Bank.
- 15. CUSTOMER ASSOCIATES Every reliance fresh has 11 customer associates. The store manager the customer associates. Exp. required:0-6 months. Pay packet ranges from 4.5k-5.5k. His working hours are 6:30a.m to 11 p.m
- 16. DAILY WORK PROFILE CUSTOMER ASSOCIATES IN RELIANCE FRESH To set all the fresh merchandise in the store early morning. To put the rate list and price tags on merchandise. To help the customers during their purchase. Inform about the usage of the product and suggest various other alternatives for his need satisfaction. To inform customers about various promotional schemes and discounts at the store. To check the refrigeration, temperature at which perishable merchandise is kept.
- 17. DAILY WORK PROFILE OF HOUSE KEEPING The house keeping people has the responsibility of the cleanliness and hygiene of the store. Every Reliance Fresh Store has at least two house keepers. Cleaning is done 7 times a day. A regular check on their attendance is kept by the supervisor.
- 18. DAILY WORK PROFILE OF SECURITY GUARD Every Reliance Fresh Store has two security guards working in two shifts of morning and evening. He comes in the morning to help supervisor to open the shop and lock it in the morning. He helps to prevent any kind if theft. He checks the bill of the product purchased. His pay scale in Reliance Fresh is Rs.3000 pm.
- 19. DAILY WORK PROFILE OF CATEGORY HEADS Reliance Fresh has different categories of product hence every categories has a product head. There are basically two categories Fruits Vegetables and FMCG Products. He helps to lay various promotion schemes and discounts with the help of the head office. To inform the store manager about the performance of various products in the store which come under his product categories.
- 20. REFRENCES Ajeet Sharma: Store Keeper, Reliance Fresh. Shailender Pandey: Supervisor, Reliance Fresh. Location: Reliance Fresh.