Landmark

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ABBREVIATIONS
 ACM - Average Cash Memo
 ADM – Assistant Department Manager
 AIC - Alternative Item Code
 ASM – Area Sales Manager
 ATL - Above The Line
 BIP - Business Intelligence Publisher
 BOL - Book Of List
 BS - Basket Size
 BTL - Below The Line
 CBT - Class Room Based Training
 COGS - Cost Of Goods Sold
 CP - Cost Price
 CRE – Customer Representative Executive
 CRM- Chrome
 CSP - Customer Selling Price
 CSR - Corporate Social Responsibility
 CVM – Cluster Visual Merchandiser
 DM – Department Manager
 DQR - Data Quality Report
 DSD - Store Direct Delivery
 DSR - Daily Sale Report
 EDC – Electronic Data Capture
 EOSS – End Of Season Sale
 FM – Floor Manager
 GC - Global Counting
VM and Retail Management| Saurabh| MFM 2018-20

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 GIT - Goods In Transit
 GP - Returnable Gate Pass
 GRA – Goods Receive Note
 GRN - Goods Receive/Return Note
 GTM – Go To Market
 GV - Gift Voucher
 HR – Human Resource
 IST - In Store Trainer
 LFL - Last For Last
 LIFE - Landmark International Of Empowerment
 LMR - Landmark Reward
 LMS – Learning Management System
 LOB – Last Of Best
 MAP - Moving Average Price
 MGD – Meet Greet and Direct
 NOOS – Never Out of Stock
 NTG – Non-trade goods
 OJT - On Job Training
 PDT – Portable Data Machine
 PI - Perpetual Inventory
 PO – Purchase Order
 POE – Power Over Ethernet
 POP - Point Of Purchase
 POS - Point Of Sale
 RMS - Returnable Merchandise Sub code
 ROS - Rate Of Sale

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 RTV - Return To Vendor
 RVM - Regional Visual Merchandiser
 SAD - System/Stock Adjustment
 SIM - Stock Inventory Module
 SM – Store Manager
 SOP – Standard Operating Procedure
 STN – Stock Transfer Number
 STR - Sale Through Rate
 PD - Sale Per Day
 TT - Training Transformation
 TTT - Training The Trainer
 VM - Visual Merchandiser
 VNC – Virtual Network Graphic
 WBC - Without Barcode

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TABLE OF CONTENT
1. About the Landmark group……………………………………………………………………………….........7

2. About Max Fashion……………………………………………………………………………………………........8
3. Retail Management……………………………………………………………………………………………......11
4. Concessionaire brands...............................................................................................13
5. Hierarchy of Max Fashion…………………………………………………………………………………........14
6. Marketing strategies…………………………………………………………………………………………........15
7. Selling Tactics……………………………………………………………………………………………….............17
8. Sale report………………………………………………………………………………………………………….......17
9. Petty cash management……………………………………………………………………………………….....18
10.Sourcing……………………………………………………………………………………………………………….....19
11. Inventory and Logistics………………………………………………………………………………………......19
12. Commercial process…………………………………………………………………………………………….....19
13. DSR………………………………………………………………………………………………………………………....22
14.IT in retailing………………………………………………………………………………………………………......24
15.POS process……………………………………………………………………………………………………………..26
16.Exchange policy…………………………………………………………………………………………………….....27
17.Incentive plan……………………………………………………………………………………………………….....28
18.Manpower recruitment and training……………………………………………………………………......29
19.EOSS season launch.....................................................................................................31
20.Pre-autumn launch......................................................................................................32
21.Omni-channel………………………………………………………………………………………………………......33
22.Category management…………………………………………………………………………………………......34
23.Visual Merchandising…………………………………………………………………………………………........36
24.Types of Fixture, Signage and communication……………………………………………………........38
25.Windows of Max………………………………………………………………………………………………….......43
26.SWOT analysis……………………………………………………………………………………………………........49
27.Suggestions………………………………………………………………………………………………………….......50
28.Conclusion………………………………………………………………………………………………………….........51
29.References..……………………………………………………………………………………………………….........52

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TABLE OF IMAGES
1. Figure 1............................................................................Logo of Landmark Group
2. Figure 2.......................................................................................Logo of LIFE Trust
3. Figure 3...............................................................................................Logo of Max
4. Figure 4............................................................................................People at Max
5. Figure 5................................................................................Logo of Peter England
6. Figure 6............................................................................................Logo of Kappa
7. Figure 7...........................................................................................Logo of Aurelia
8. Figure 8...............................................................................Logo of Flying Machine
9. Figure 9......................................................................................Logo of Oxemberg
10. Figure 10.........................................................................................Logo of Jockey
11. Figure 11..........................................................................................Logo of Turtle
12. Figure 12.............................................................................Sensomotoric Machine
13. Figure 13......................................................................Foot Fall counting machine
14. Figure 14.......................................................................Logo of Landmark rewards
15. Figure 15......................................................................Form of Landmark rewards
16. Figure 16.............................................................................Slip of Invoice Logistics
17. Figure 17........................................................................................Received stocks
18. Figure 18...................................................................................Weighing Machine
19. Figure 19............................................................................................PDT machine
20. Figure 20..........................................................................................Logo of Oracle
21. Figure 21............................................................................................................Bill
22. Figure 22...........................................................................................Exchange slip
23. Figure 23......................................................................................Store credit note
24. Figure 24..........................................................................................Incentive Plan
25. Figure 25...........................................................................................EOSS window
26. Figure 26................................................................................Pre-autumn window
27. Figure 27...........................................................................................Folding Table
28. Figure 28..............................................................................................A-rail Table
29. Figure 29..................................................................................Double-Sided Table
30. Figure 30....................................................................................................Browser
31. Figure 31...........................................................................................Nesting Table
32. Figure 32...................................................................................................Slat wall
33. Figure 33................................................................................................Mesh wall
34. Figure 34.........................................................................................Sunglass tower
35. Figure 35.......................................................................................Queue Manager
36. Figure 36...................................................................................................Gondola
37. Figure 37.............................................................................................Denim Table
38. Figure 38........................................................................................Folding Signage
39. Figure 39............................................................................................Price Signage

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40. Figure 40...........................................................................................Lectern Signage

41. Figure 41................................................................................................Sale Signage
42. Figure 42................................................................................................Video Panel
43. Figure 43........................................................................................................Signage
44. Figure 44........................................................................................................Pointer
45. Figure 45...................................................................................................High Point
46. Figure 46...........................................................................................................T-bar
47. Figure 47.....................................................................................................Peg hook
48. Figure 48...........................................................................................................U-bar
49. Figure 49......................................................................................................Back bar
50. Figure 50................................................................................................Straight arm
51. Figure 51.....................................................................................................Step arm
52. Figure 52.........................................................................................Primary Window
53. Figure 53.....................................................................................Secondary Window
54. Figure 54..........................................................................................Cluster Window
55. Figure 55....................................................................................Open-back Window
56. Figure 56.................................................................................Elements of a Window
59. Figure 59.......................................................................................White Mannequin
60. Figure 60.........................................................................................Grey Mannequin

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LANDMARK GROUP
It was founded in 1973 with a single store in Bahrain by Micky Jagtiani.
The Landmark Group has successfully grown into one of the largest and
most successful retail industry in the Middle East, Africa, and India. The
Landmark Group has over 55,000 employees and operates over 2,200
outlets and occupies over 30 million sq. ft. across 21 countries which
includes India, Dubai, Kuwait, Malaysia, Indonesia, etc. The Group has
also diversified into leisure, food, hotels, and electronics and has created Figure 1 Logo of Landmark group
a comprehensive infrastructure including its logistics and distribution
division to support its retail operations and other businesses.
The Group provides a value-driven product range for the entire family through a diverse portfolio of
57 brands by constituting 27 own brands and 30 franchise brands.
Overview –
 Over 44 years of retail experience

 Over 55,000 employees.
 Presence across the Middle East, Africa, and the Indian subcontinent.
 Over 2,200 outlets and 30 million sq. ft. retail space
 27 own brands and 30 franchise
BUSINESS AND BRANDS
Landmark Group's business can be broadly classified into Retail, Hospitality, and Healthcare.
Babyshop, Splash, Max, Lifestyle, Iconic and Centrepoint (a single store format
Apparel housing Babyshop, Splash, Shoemart, and Lifestyle) and International Fashion
Franchises (Lipsy, Koton, New Look, Reiss & Yours London), Easybuy (Fashion)
Footwear Shoemart, Shoexpress, Shoemart International Footwear
Furniture & Home

Home Centre & Home Box
Improvement
Citymax, Oasis Malls, Foodmark, Spaces, Fitness First, Fun City, Fun Works, and
Hospitality
associated trademarks
Healthcare iCare Clinics, Balance Wellness Club
Others retail E-max (Consumer Electronics), Sports One (Fitness Gear), Candelite

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In 1999, the Landmark Group entered India to revolutionize retailing in the country by launching its
first Lifestyle store in Chennai. The group now operates more than 350 stores in India and
employees more than 15,000 people. It is known as a youth brand because it offers a trendy,
youthful and vibrant brand that offers customers a wide variety of merchandise at an exceptional
value for money. After doing 20 years of retailing in India, Landmark Group has launched several of
its core retail brands in the country which includes Home Centre, Splash and Max Fashion.
LOGISTICS AND DISTRIBUTION STRENGTH
Landmark Group has created a comprehensive infrastructure including a full-fledged logistics and
distribution division to support its retail operations. The Group has a total warehouse space of over
9.3 million sq. ft. The Group’s Logistics and Re-distribution centre is one of the largest privately
owned in the Jebel Ali Free Zone, Dubai encompassing 3.1 million sq. ft.
CORPORATE SOCIAL RESPONSIBILITY
The Landmark Group also seeks opportunities to contribute to the communities where it operates.
Its commitment to Corporate Social Responsibility (CSR) is not merely about charity, but also about
playing a more responsible part in the society, be it within the
organization or towards its stakeholders (customers, partners, and
employees), the environment, society and the world at large. In
2009, the Landmark Group adopted diabetes awareness as part of
its long term CSR initiative. Launched in the UAE, The Beat Diabetes
program aims to increase awareness amongst people regarding the Figure 2 Logo of LIFE trust
condition. Today the programme runs in seven countries including
UAE, Kuwait, Oman, Qatar, India, etc and reaches out to over 20 million people annually through
events and educational initiatives.
In India, the Group’s Chairman, Micky Jagtiani initiated the LIFE Trust program (Landmark
International Foundation for Empowerment) in 2000. LIFE focuses on rehabilitating the less
fortunate through various programs and initiatives such as delivering non-formal education in rural
areas, setting up health centres in urban slums as well as training centres for the underprivileged
youth and imparting life skills training. (Landmarkgroup, 2019)
MAX FASHION
Max Fashion is a fashion brand under the banner of the Dubai based Landmark Group which was
launched in May 2004 in Abu Dhabi. Max has 400 stores across 19
countries. It is the largest fashion brand in the Middle East, North
Africa, South East Asia, and India. Max has its own private-label
clothing for men, women, and children along with footwear, home Figure 3 Logo of Max
and accessories, and sees an average footfall of over 100,000

customers every day.

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In India, its first store was opened in Indore in the year 2006. It is a division of Lifestyle brand. Max
has more than 200 stores across 80 cities and it is a mono-brand with its label merchandise that is
created by in-house designers in every season and is currently growing at a 35% CAGR year on year.
It offers apparel, footwear & accessories that are of the latest fashion trends at a great price,
making it affordable to many. It has the concept of ‘value fashion’ in the country because it offers
the shopper a vast choice with international fashion & quality. The brand adapts to the changing
needs of the shopper every season and accordingly introduces new designs. (MaxFashion, 2019)
VISION
To create a truly global brand that provides growth opportunities for the company and its
employees, while achieving its goal of becoming the number one value fashion retailer across the
Middle East and India.
MISSION
 Be a market leader in the field of retailing.

 Provide fashionable products at affordable prices.
 Be innovative, cost-effective and globally competitive.
 Exceed our customer’s expectations.
 Provide opportunities for growth for our employees.
VALUES
 Passion for excellence
 Integrity in everything we do
 Empowering people to strive and deliver
 Adapting to changing market and customer needs
AWARDS
 Max won the “Value Fashion Retailer of the year” at the Star Retailer Awards for excellence in
retailing in 2014.
 Max won “Images Most Admired Fashion Retailer of the Year 2015” at the Image Retail
Awards.
 Max won the “Brand Excellence in the Retail Sector” at the Asian Awards in 2015.
 Max won "Asia's most promising brand" in Bangkok by WCRC- World Consulting and Research
Corporation in 2016.
 Max (India) won the "Best Loyalty Program" at the Images Retail Awards September in 2017.
 Max (India) won the “Fashion Retailer of the year” at the Franchisee India Star Retailer awards
held in Delhi on November 2017.

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TARGET AUDIENCE
This brand mainly targets the youth, teenagers and

middle-class families. This brand gives trendy and
youthful collection at a very affordable price. Thus
mostly college-going students and working people
prefer to buy from here.
COMPETITORS
 Pantaloons
 Reliance Trends Figure 4 People at Max Fashion
 Westside
MAX FASHION, PATNA
There are three stores of Max Fashion in Patna –
1. Max Fashion, Western Mall – establishment date is 28th October 2018.

2. Max Fashion, Patna One Mall – establishment date is 4th March 2017.
3. Max Fashion, Pushpanjali Complex – establishment date is 28th July 2018.
ABOUT MAX FASHION, WESTERN MALL
This store was established on 28th October 2018. Mr. Ratnesh Kumar Singh is the Store Manager.
The store has two floors. The 1st floor has Menswear and Womens western wear collection and 2nd
floor have kids and women's ethnic wear collection. There are 20 workers in the store. Each
department has 3 to 4 staffs. At the entrance gate, the store has two security guards one male and
one female who greets the customer and offers shopping bag to them
Store address and timing - Opposite RPS more Bailey Road, Patna, Bihar – 801503. Monday to
Sunday from 11:00 am to 9:30 pm.
STORE CONCEPT OF MAX
Wannabe store Spotlight store Maharatna store
(Per day sale should be (Per day sale should be (Per day sale should be
between 0 to 4 lakh) between 4 to 8 lakh) above 8 lakh)
Max Fashion, Max Fashion, Patna one mall

Western Mall and Max fashion, Pushpanjali

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RETAIL MANAGEMENT
It is a set of procedures and techniques employed to enhance the retail environment and structure
to create great customer satisfaction. It is mainly focused on enhancing the customer’s experience
through different techniques to create every stimulus possible for a purchase to be made.
Retail Management deals with selling of goods and services to consumers. It involves direct
interaction with the customer and coordinating business activities from designing a product to its
delivery and post-delivery service. Those who are specialists in retail management are generally
known as Retail Managers. A Retail Manager is expected to address consumers' problems, monitor
retail orders, handle merchandising, manage HR and also supervise the stocks/inventory and supply
chain management.
DIFFERENT TYPES OF RETAIL STORES
1. SPECIALTY STORE - Speciality stores carry very limited product lines with deep assortment.
They offer a wide choice in terms of models, size, style, and colour.
2. DEPARTMENT STORE - A departmental store is a large retail outlet that handles a wide
variety of lines of product. It has a wide assortment in each line and is organized into
separate departments for purposes of buying, promotion, services, and control. It is
sometimes called the mass merchandising departmental store.
3. SUPERMARKET - A supermarket is designed to serve the total needs for food, laundry, and
household maintenance products. It is relatively large. Its operation is low cost, low margin,
high volume and self-service in nature.
4. CONVENIENCE STORE - A convenience store is located near a residential area. It is relatively

small. It is kept open for long hours. Limited lines of convenience products are offered for
sale. The prices charged are slightly higher.
5. DISCOUNT STORE - A discount store sells standard merchandise at lower prices. Higher
volumes of sales compensate lower margins and increase the overall profitability.
6. OFF-PRICE RETAILER - An off-price retailer sells leftover goods, overruns, and irregulars
obtained at reduced prices from manufacturers or other retailers. Example – Factory outlet
7. SUPERSTORE - Superstores meet consumers' total needs for routinely purchased food and
non-food items.
8. HYPERMARKET - Hypermarkets originated in France. Hypermarkets combine specialty

stores, limited line stores in a single-level store. It includes furniture, large and small
appliances, clothing items, etc.
9. CATALOGUE SHOWROOM - Customers order goods from a catalogue in the showroom.

Then, they pick these goods up at a merchandise pickup area in the store. (Matters, 2019)

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SEVEN COMPONENTS OF RETAILING STRATEGY
1. SELECTING A TARGET MARKET - Target market selection depends upon the size of the
market, profit potential of the market and level of competition. Retailers base their target
market on demographics, geographic and psychographic factors. Ultimately the retailers
decide their target market based on neighbourhood.
2. MERCHANDISING STRATEGY - Merchandising strategy refers to a decision about the
product lines, specific items within lines and the depth.
3. CUSTOMER SERVICE STRATEGY - Some of the retailers design their marketing strategy
around the services for shoppers. Home delivery, credit, return privilege, delivery and
installation, and teleshopping are few such services. Basic objective of all customer services
is to attract and retain target customers.
4. PRICING STRATEGY - Pricing strategy depends on a retailer's marketing objectives and
policies.
5. LOCATION OR DISTRIBUTION STRATEGY - Location is the most important element for the
retailer's success or failure. The location depends upon the type of merchandise, the
retailer's finances, and characteristics of the target market and the availability of the site. A
retailer may select residential areas, central market area, or planned shopping centres.
6. PROMOTIONAL STRATEGY - To attract customers, retailers use different techniques of
promotion.
7. STORE ATMOSPHERE - A store's exterior depends upon architectural design, window
displays, and entryways. Interior atmospherics include store layout, merchandise
presentation, lighting, air conditioning, colour combination, sounds, scents, and cleanliness.
A good store atmosphere is very important for attracting customers. (Malhotra, 2019)

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OTHER BRANDS IN MAX FASHION
Figure 5 logo of Peter England Figure 6 Logo of Kappa
Figure 7 Logo of Aurelia Figure 8 Logo of Flying machine
Figure 9 Logo of Oxemberg Figure 10 Logo of Jockey
Figure 11 Logo of Turtle

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HIERARCHY OF MAX FASHION, PATNA
STORE MANAGER (SM)
HUMAN RESOURCE (HR)
DEPARTMENT MANAGER (DM)
ASSISTANT DEPARTMENT MANAGER (ADM)
VISUAL MERCHANDISER
HEAD CASHIER
CASHIER
SENIOR CRE (CUSTOMER REPRESENTATIVE

EXECUTIVE)
JUNIOR CRE ( CUSTOMER REPRESENTATIVE

EXECUTIVE)
SECURITY GUARD
HOUSEKEEPING

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SENSOMOTORIC MACHINE
This machine is placed at the entrance of the store

which helps in knowing that whether a customer is
taking out anything without billing. If anyone does it,
then a siren plays by itself.
FOOT FALL COUNTING MACHINE
This machine is used for counting the Foot Fall of the

store. The security guard at the entrance wears this
device. This machine comes in two colours, Green and Figure 12 Sensomotoric Machine
Orange. The Green one is for women and the Orange one
is for men.
The security guard keeps counting the number of

customers and presses the button of the device
accordingly. Kids below twelve years old are not
counted. And at the end of the day, she prepares a
report of customers and gives it to the Assistant
Department Manager.
MARKETING STRATEGY OF MAX FASHION Figure 13 Foot Fall counting Machine
Max Fashion is the family fashion brand of the

Landmark Group and invested Rs 10 Crores in its newly launched integrated campaign “Behan Kuch
Bhi Pehan''. 70% of the campaign spends are allocated to digital with the remaining 30% being
spent on Above-The-Line (ATL) activities. The brand's game plan is to meet the target by
establishing Max Fashion as a mono-brand by targeting the entire family. It is looking to create an
emotional high-ground through the recent TV campaign. The brand is also adopting a culture that is
customer-centric by providing a superior customer experience by building through the Omni-
channel space.
SEASON OF MAX
 SUMMER SEASON – Duration of this season is from February to April.

 SPRING SEASON – Duration of this season is from the last of April to June.
 PRE-AUTUMN SEASON – Duration of this season is from August to October.
 WINTER SEASON – Duration of this season is from last October to January.
TWO TYPES OF SALE OF MAX
 PREVIEW SALE – It is the company's sale which lasts only for two days which starts before
the main sale.
 GENERIC SALE – It is the seasonal and festive sale which lasts for a month.

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LEAFLETING
Leafleting is a popular marketing method for small businesses and retail store with good reason. It
is simple and affordable and can bring in new customers and boost sales. Also leafleting involves
delivering unaddressed flyers to homes in your area. Max Fashion has a unique way to do Leafleting
by focusing the passersby within the range of 3 to 4 Kilometer. This task is done by the employees
who come under marketing department and also the employees do mouth to mouth interaction to
the passersby and tell them about their stores and also about the offer that is being offered by the
store. This is the best approach for increasing the sales of the store and also to make aware about
the store and it also helps in getting more Foot Falls within the store.
LMR (LANDMARK REWARD) UPDATION
It is the process of updating the customer’s details by entering

Customer’s Name, Address, Pincode, Date of birth, Email ID and
their reward points. Actually, a customer gets some reward points
after shopping and it is updated on their server by entering the
Figure 14 Logo of Landmark Rewards
points of the customers.
HOW TO UPDATE LANDMARK REWARDS
 Go to Landmark rewards software

 Login with Id and Password of store
 Enter the mobile number of customer
 Description of the customer will show
 Update his or her current mobile number and email id
 Update store address and Pincode
 Enter Date of Birth of customer
 Update their Rewards point
Figure 15 Form of Landmark Rewards
TELE CALLING
Telecalling is the process of calling their loyal customers who purchase garments and accessories
above 3000 to 4000 in all Festive seasons and also in offer period time. Its main purpose is to aware
of their loyal customers about any offer of the store so that they can come and purchase. It also
helps in increasing the Foot Fall of the store and by this also the sales increase.
PAGING
Paging is the process of announcing the offers and necessary pieces of information related to their
products which are exhibited on the floor mainly on the peak time when more customers come in
the store. It is also done to call any of its employees to any departments regarding any issues and
also for back-office meetings.

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SELLING TACTICS
Selling process of any company is different and it can vary from organization to organization and
also it can be different from employee to employee. Mainly their employees practice two types of
strategies to communicate with their customers and by these ways, they try to convert the Foot
Falls of customers into sale.
MGD (MEET, GREET AND DIRECT)
MGD tells the employees first to Meet the customers as they enter in the store and then Greet
them by saying some of the luring lines so that they could feel good and they came in a
comfortable zone with the employees and it also helps the customer to ask about their needs that
what type of products they are in search of and then Direct them by saying that this product is
good for you. So that the customer can buy the products.
EYE-CONTACT
Eye contact is very much important thing it is a good strategy to greet your customer within 15
seconds by delivering dialogue to make your customer happy.
SALES REPORT
Sales report of the store is made by the employee who has the designation of LMR. His main work
is to update the sale report hourly on daily basis. There are mainly four KPI (Key performance
indicator) that decide the sale of the store.
FOUR KPI(KEY PERFORMANCE INDICATOR)
ACM (AVERAGE CASH MEMO)- Average cash memo is nothing but the average number of money
each buyer has spent inside the store in one visit. More variety of merchandise, the right choice of
merchandise and availability of sizes will increase the Average cash memo of the store. Selling
higher valued products by the sales staff will also help increase the average cash memo.
ACM-Net sale value/Total invoice
BS (BASKET SIZE)- It indicates the number of pieces a customer buys from a store. The more the
number of pieces sold the more the sale. So it becomes very important for the sales staff to display
more impulse products. It also indicates the more time spent by a customer inside a store.
BS-Total no of pieces sold/Total invoice
F.F (FOOT FALL)- The number of people entering a shop or shopping area in a given time.

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CONV (CONVERSION)- It identifies how many of the customers who have walked into the store has
purchased something from the store. Conversion is a result of effective selling skills a sales staff
possesses good collection and availability of merchandise and also with good prices.
Conversion % = No. of bills / Footfall * 100
Today KPI
TGT ACM BS FF CONV INV NSV SALE SUM OF QTY Ach

h
216000 921 2.67 12 19% 24 22097 64 10%
55
Last Week KPI
TGT ACM BS FF CONV Total INV NSV SALE SUM OF Ach

QTY
196000 1804 4.81 614 21% 131 236386 630 121%
PETTY CASH MANAGEMENT

Petty cash management is for the basic expenses of the store or daily expenses of the store. The
company provides a Happy card whose value is Rs.50000 for one week for the basic expenses like
the cleanliness of the product, snacks for the meeting. The money can be easily withdrawn from
the ATM. Daily expenses are daily maintained in cash register by the cashier and it is checked by SM
(Store Manager).
In the cash register, there should not be overwritten because of the auditing parameters. The
expenses slip is updated on Happy ID and also the organization sends money to its every store
based on the sales of the store and the money can vary from Rs.35000 to Rs.50000. All basic
expenses of the store are first approved by the Store Manager and then the money is spent. The
account of Petty cash management is current and also the entire expenses slip of the store is sent
to the Regional office of Max Fashion which is in Kolkata.
SOURCING
Products of Max Fashion like Garments, Accessories, Footwear and Bags are mainly manufactured
in Bangladesh, India, Gulf countries and China. In India the main sources of garment manufacturing
are in Karnataka, from Bangladesh Accessories and Garments are sourced and Footwear is sourced
from China.

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INVENTORY AND LOGISTICS

PROCESS OF STOCK RECEIVING
The manufactured products come in the store in the

cartons by the help of its logistics service provider. Max has
mainly two private Logistic providers for the stores of
Patna.
 Delivery transport
 Innovative logistics
Figure 16 Slip of Innovative logistics
As the stocks come in the store firstly it is received by the
security at the entrance of the store and then the verification of the documents is done. The
documents consists Information of STN (Stock Transfer Number), Stock quantity and container wise
weight. There is an attachment on every carton in which Container ID number is mentioned, by that
the security can match the cartons properly by matching the
Container ID number. After matching the Container ID
number then weighing of the carton is done on weighing
machine and if a difference of more than 3 kg is found then
Figure 16 Slip of Innovative logistics
the carton is opened and then number of pieces are
matched, if it is same as the quantity printed on the
document then the stock is received. After receiving the
stock every carton is opened and the total quantity of every
carton is matched and after matching the entire
merchandise is displayed on the floor of the store. Figure 17 Received stocks
PART BOOKING- Part booking is the process of booking

the logistics service but in time of transporting the vehicle
will contain the product of different companies.
FULL BOOKING- Full booking is the process of booking the

logistics service but in time of transporting the vehicle will
contain the products of only that company. Figure 17 Received stocks
Logistics provides both services of Warehousing and

Transportation. If in case the company has no warehouse
it will provide warehouse too.
Figure 18 Weighing machine

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Store Name Division name Container ID Boxes Weight Quantity

Western Mall 46-Max – K101754417 1 9.34 21
accessories
47-Max-Indian K101925798 1 0.5 1
wear
48-Max- K101754417 1 9.34 6
Footwear
49-Max-kids- K10673023 1 25 99
wear
50-Max-Men- K1017441954 1 15 37
Wear
There are two processes of receiving and sending the stocks-
STOCK INWARD PROCESS
STOCK OUTWARD PROCESS
STOCK INWARD PROCESS
The Stock Inward Process is the process of receiving the stocks in the store. Fresh stocks are sent to
every store in every season. The planning team of the regional office and corporate office decide
how much quantity to be sent to different stores. The planning team sends stocks based on sales of
that store and also does a market research of the upcoming trends and then it is sent. As the stock
comes PDT machine scans the Carton details. Tax invoice paper consists of G.S.T number, Product
name, Quantity description e.t.c. In PDT( Portable Data Machine) , P.O (Purchase Order) number is
fed, then a format opens in a store system then Inventory team updates everything on the format
that is sent by the RO(Regional office). After that Carton is opened and the Barcode of every
product are scanned and then it is saved. Quantity is matched and it should be same as mentioned
in the document and after that GRN (Goods Receive Note) number updates on the system and then
the order received.
STEPS OF RECEIVING INWARD STOCK
 First total Quantity scanned

 Press two times ESP keys
 Press save and delivery and then Enter
 Enter user code

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 Go to the new host

 Scan the user code
 Feed the password
 Then press shipping and receiving
 Then warehouse delivery
 Scan two times Container no.
 Receive case
 Scan all the products
 Quantity should be matched
 Save delivery
Figure 19 PDT machine
STOCK OUTWARD PROCESS
The process of sending back the stocks to the warehouse or other stores is called Stock Outward
Process. If any store, some products are not sold but it is sold in the other stores then the unsold
products are sent to the other stores or in warehouse. Out of season stocks that remain unsold are
also sent to the warehouse. In the outward process, the products of Bihar region stores are sent to
different stores of four states Bihar, Jharkhand, Orissa and West Bengal and also the products can
come to the store from these four states. After 2 months of receiving the products if it is not sold
then those unsold products are sent to the other stores where that can be sold and that process of
sending products from one store to different stores is called Inter Store Shuffling. The information
about out warding the products in which stores how much have to send is decided by the planning
team of R.O (Regional office). After that, a list of the quantity of document is made in the store that
how much of product has to send in the mentioned store and then the products are sent.
WAREHOUSES OF MAX FASHION, INDIA
 North zone – New Delhi

 South zone - Bangalore
 East zone - Kolkata
 West zone - Orissa
DIRECT DELIVERY
Direct delivery is done in the case of Concessionaire brand or another brand. The Company
generates its purchase order (P.O) and according to it, dispatch of products is done. The Lead time
of receiving the products is One week.
P.T TEAM (PHYSICAL INVENTORY)
Physical inventory team is responsible for scanning all the products which are in the store and
displayed on the floor to know about shrinkages of products every three months. In the case of
0.3% shrinkage, it is manageable but if it is more than that the store employees are responsible for
it and the amount of all that lost products is paid by the store employees. The total amount is

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divided between all the employees and then the total shrinkage amount share of all the employees
is deducted by their salaries.
DEFECTIVE PRODUCTS
Defective products are the products which are unsold just because of defects in that product.
Defective products are of many types like Received damaged products in a time of Inward of
product, Floor defective products which is damaged on the floor in the period of displaying the
products, Customer return product that is damaged by the customer and then claims that the
product was already defective. Inventory team makes a PPT of all defective products and sent it to
the company quality team and then quality team approves it. An excel sheet of all damaged
products are made by the Inventory team in which Quantities of damaged products are made,
Amount of that products are mentioned and then it is sent to the R.O (Regional Office). After
receiving the documents of defective products regional office generates the R.M.S (Returnable
Merchandise Subcode) of defective products in its system and approves it and then the defective
products are returned to the warehouse.
HOW TO DECIDE THE SALES TARGET OF THE STORE
The target of a store is decided by doing employee meeting and in the meeting; the target is
decided by the Floor Manager and Store Manager of the store by asking the employee suggestions
about today's target and also considering the sales of the previous day. In that meeting Employees
are motivated and taught the skills of selling the Merchandise and also forced them to convert the
footfall into sell. They are also taught how to fold entire merchandise properly by sizes and
segregating all the merchandise in proper sizes and by this Customer will not face any difficulties in
choosing the merchandise and products. All the Employees take an oath between 1 to 2 p.m and in
this period target is decided and employees are motivated to sell their merchandise. Max has a way
to give credit to its employees by sticking the photo of the employee on the wall in the Back office
and give him or her title of "Star of the month". The one who sells maximum in the month gets
Employee Appraisal. Employee Appraisal is given by evaluating the Employee's skills, achievements,
and growth.
COMMERCIAL PROCESS (BANKING)

The commercial process of Max fashion is all about the banking process of the cash of the store.
The cash that a store gets by selling its products is transferred to the bank on the next day. It is
picked up by Brinks agency. A list is sent from the bank and Brinks company to the retail store in
which list of names of members are mentioned and also their photos are on the document who will
come and take the amount from the Retail store. The cashier dept. of the store identifies the
employee code and matches the photo of the member who came for collecting the cash for the
safety purpose. The list of employees is valid for 6 months. Bank and Brink's agency again sends the
list after 6 months.

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DSR (DAILY SALES REPORT)

The daily sales is the report in which the sales of the store from the opening of the store to the
closing of the store is filled daily for analyzing Target achievement of the store and also store
productivity of the store. The format of the daily sales report is sent to the store by the Regional
office in which Budget sale is mentioned which is also called Target. Budget sale is decided by the
company RO(Regional Office) and CO (Corporate Office), Date, Day, Month, Gross sale, NSV, Foot
Fall (Male and Female both), Invoice, Store area, ACM (Average cash memo), CONV%, PPV and
Basket size are also mentioned. It is made only after the end of the day.DSR helps in gaining pace by
analyzing slower growth sale rate. After filling the Report it is to be sent to the Cash team, HR, East
cluster manager, ASM (Area Sales Manager) and also to the authorized person related to it. They
take a review through phone calls, they give marks on the company software. DSR shows the
performance of a store. DSR is a format of one page Excel sheet
Date Day Store Month Budget Gross NSV Footfall Invoice Quantity
area sale sale
24- Mon 8094 June 234000 164514 155165 453 126 472
Jun-
2019
25- TUE 8094 June 234000 140728 133006 233 118 427
Jun-
2019
26- WED 8094 June 254000 162274 153491 343 137 460
Jun-
2019
27- THRUS 8094 June 157000 139864 131846 267 121 402
Jun-
2019
28- FRI 8094 June 157000 183944 173152 369 166 551
Jun-
2019
29- SAT 8094 June 227000 307677 290864 475 230 909
Jun-
2019
30- SUN 8094 June 273000 297331 280503 685 259 884
Jun-
2019
SOFTWARE USED IN RETAILING

 APPS
 BCP
 CRM
 GLPI

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 Helpdesk
 MCOMM WAN
 Missing Invoice
 ORTS Admin
 ORTS Customer
 Promo ticket
 RAMCO
 RMS
 SIM
 TIC Login
 WEBMAIL
 Wooqer
I.T IN RETAILING
IT plays an important role in the management of complex retail operations. Market knowledge, as
well as control of data and information, is key to obtain a competitive advantage in
the retail sector. To collect and analyze customer data while enhancing differentiation. Today,
retailers need to transform their IT capabilities for multiple reasons, including:
 To increase the company’s ability to respond to the evolving marketplace through enhanced
speed and flexibility.
 To collect and analyze customer data while enhancing differentiation.
 To work effectively, retailers need one system working across stores (or even across national
borders) to make sure the most effective use of stock and improve business processes.
SOFTWARE USED BY MAX FASHION IN RETAIL
Algolia and Oracle is the software used by the

Max Fashion. Both software are the leading
Search and Discovery API websites and mobile
apps by Max Fashion. It helps the innovative
companies across e-commerce to create
powerful, relevant and scalable discovery
experiences for their users. Figure 20 Logo of Oracle
USES OF IT IN RETAILING
 To resolve Hardware application issues

 Resolving problems of all software used by Max
 Network related issues
 If the network of the store down then offers will not show on the products so by this
customer can face problems in purchasing the products. So to resolve this I.T is used
 To resolve the issue like the system is not showing Employees discount

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 To resolve the issues when there is a problem in accepting the card problem
 To resolve the issues of updating of LMR rewards
 IT is used basically to resolve every problem related to Sub departments and departments
TYPES OF SERVER USED BY MAX RETAIL STORE
Any problems occur in any store then the Backup files are updated is called Page-deployment.
Three servers have been used by Max fashion
 PRODUCTION SERVER-As the store opens the IT head ‘ON' the power button of the
production server. After the opening of the store, the customer will come to the store and
starts purchasing the products and then they go for billing of that product. Billing of the
store depends on the Production server because Billing is done after starting Production
server.
 FUSION SERVER-Fusion server has also many functions to do in a retail store with the help
of fusion server a store gets the information about all pending products, Customer bills &
credit note.
 CRM SERVER- CRM server performs many operations in a retail store the information about
total sales report of a company is got by CRM server. Information about Landmark rewards,
Department wise sale report, Sub-department wise sales report and entire operations like
to check the discounted price of the product, to check hourly sales of the product, to check
attendance of the employee, to enrol the information about customers in Landmark
rewards, to perform any billing-related work, etc.
All computer system across the stores are joined with a Remote access software which is called
VNC (Virtual Network Graphic). Every system has its IP address and system name. If any network
related issues in any store occur then Store electrician is called to reboot the POE (Power Over
Ethernet) machine and then the network team is called to show the store status by providing store
code of that store.
MAX FASHION USES MAINLY THREE NETWORK
 Airtel for MPLX link

 Vodafone for Internet access
 Broadband for Internet access
Bihar cluster IT head of MAX- Jyoti Prakash

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BILLING PROCESS OR POS PROCESS OF MAX FASHION
The billing process is the process of taking the money from customers against the purchase of
products from the side of customers.
Payment is done by the store through four ways-
 Cash
 Card
 Paytm
 Gift-card
STEPS OF THE BILLING PROCESS
 Greet the customer in Cash counter at the time

of Billing
 The customer number is taken
 If a customer is not enrolled then enrolment
form is filled by the customer
 Enter LMR customer information
 Product is scanned and entering of Item number
 Offer is checked by pressing the F9 key
 Press F5 key for checking Best deal if it is
available
 Enter sales associate Id
Figure 21 Bill
 Enter the Tender amount by pressing F6 KEY
 Close the Cash drawer
 Thank you with a smile is said to the customer by the cashier and the customers are
requested to give their feedback by the link
POINT OF SALES (POS) MACHINES
 Printer
 Front display
 Desktop
 Cash drawer
 Keyboard
 Scanner
 Online EDC (Electronic Data Capture) machine
 Offline EDC machine
 Fake note detector machine

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EXCHANGE POLICY OF MAX FASHION
 Merchandise will be exchanged within 30 days from

the date of purchase provided the merchandise is
unsold, intact and in saleable condition and without
the use of perfumes, with the original product tag and
invoice as the proof of purchase.
 Undergarments including socks, cosmetics,
perfumes, sunglasses, jewellery, and glassware
will not be exchanged
 Discounted merchandise and used merchandise
Figure 22 Exchange slip
will not be exchanged. Altered garments will not be
exchanged
 Only credit notes will be issued on exchange Cash
refunds will not be given. Credit notes will be
issued for a value equivalent to replacement and
can be redeemed only at MAX stores across the
country within 3 months from date of issue.
 Exchange of merchandise during OFF SALE period
will be permitted during the same OFF SALE period
only,
 Landmark Rewards points will be awarded only if
the customer provides their mobile number or
Figure 23 Store credit slip
membership number during billing.
 Landmark Rewards points will not be awarded on discounted merchandise purchase of gift
vouchers or items on special offers/promotions.
 In case of any dispute, the same shall be subject to Bangalore jurisdiction.
STEPS OF EXCHANGING AND GENERATING CREDIT NOTE
 Enter customer mobile number

 Press F2 key for return
 Enter item no. that has to be returned
 Enter receipt code from the receipt
 Enter return reason code (item condition should be new)
 Enter exchange slip no (always should be of six-digit)
 Press F6 for exchange
 Press F2 for generating the credit note

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INCENTIVE PLANS FOR EMPLOYEES

Incentive plan scheme is designed for its staffs. It is
divided into slabs Weekly incentives, Monthly
incentives, Monthly potential earning incentives and
Annual potential earnings.
 WEEKLY INCENTIVES SCHEME (>100%)-

Weekly incentive scheme is a slab in which
every employee can get 100 incentive in a
week if more than 100% of the target of a
week is achieved.
Figure 24 Staff Incentive Plan
 MONTHLY INCENTIVES SCHEME (100.1% TO
104.99%)- Monthly incentive scheme of slab 100.1 to 104.99 states that if a store achieves
that target between 100.1 to 104.99 in a month then all employees get Incentive of 600 per
month.
 MONTHLY INCENTIVE SCHEME (105% TO 109.99%)- A store achieves target between the
slab 105% to 109.99% then all employee get an incentive of 1200 in a month.
 MONTHLY INCENTIVE SCHEME (>110%)- A store achieves target more than 110% in a
month then all employees get an incentive of 3000 in a month.
 MONTHLY POTENTIAL EARNING (100.1% TO 104.99%)-Monthly potential earning is slightly
different than the monthly incentive scheme. It states that in this slab if a store achieves it
all employees get 1000 because all employees get 600 from monthly incentive and 400 of
four weeks. So each employee can earn 1000 per month as a monthly potential incentive by
achieving it.
 MONTHLY POTENTIAL EARNING (105% TO 109.99%)- It states that in this slab if a store
achieves it all employees get 1600 because all employees get 1200 from monthly incentive
and 400 of four weeks. So each employee can earn 1600 per month as a monthly potential
incentive by achieving it.
 MONTHLY POTENTIAL EARNING (>110%)-%)- It states that in this slab if a store achieves it
all employees get 3400 because all employees get 3000 from monthly incentive and 400 of
four weeks. So each employee can earn 3400 per month as a monthly potential incentive by
achieving it.
 ANNUAL POTENTIAL EARNING (100.1% TO 104.99%)-Annual potential earning is the
earning of a year that all employees can earn by achieving monthly potential earning in all
twelve months. If a store achieves this slab all employees can get 12000 as an incentive in a
year by achieving it 1000 in all twelve months.
 ANNUAL POTENTIAL EARNING (105% TO 109.99%)- Annual potential earning is the earning
of a year that all employees can earn by achieving monthly potential earning in all twelve

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months. If a store achieves this slab all employees can get 19200 as an incentive in a year by
achieving it 1600 in all twelve months.
 ANNUAL POTENTIAL EARNING (>110%)- Annual potential earning is the earning of a year
that all employees can earn by achieving monthly potential earning in all twelve months. If a
store achieves this slab all employees can get 40800 as an incentive in a year by achieving
3400 in all twelve months.
MANPOWER RECRUITMENT & TRAINING

POLICIES
 Working hours & weekly offs

 Attendance & punctuality
 Dress code
 Leave policy
 Payroll & salary advance
 Mobile & relocation policy
 Separation/exit policy
 Employee benefits
 Talent engagement
 Performance management
 Training & Development
WORKING HOURS & WEEKLY OFF
The total working hours for all employees is 48 hours per week. Employees can take weekly off
once a time in a week. The minimum number of working hours in a day is 8 hours. Two shift timings
one is from 9 am to 6 pm and the second is from 1 pm to 10 pm. Lunch break time of 30 minutes
and 2 tea breaks are given to the employee. Working days consists of 6 days in a week.
DRESS CODE
All CREs and cahier are required to wear uniforms. In-store two pieces of Denim for 6 month
period, 2 shirts, 1 piece belt for 12 months and 1 sweater for all staffs.
UNIFORM POLICY
Employees will be issued uniforms after completion of 20 days of service. Employees have to pay Rs
3000 for uniforms. The SM (Store Manager) and ASM (Area Store Manager) are required to be in
formals with a tie.

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TRAINING AND DEVELOPMENT
MAX has a learning application for its employees that are LEARNING MANAGEMENT SYSTEM. It is
an online platform that facilitates the career development of employees through various learning
courses, career progression path and training events.
GROOMING
Grooming of the employees is very much necessary for a store. There are some norms that men
employees have to follow because if an employee looks good then customers feel too good to
communicate with them.
DO’S & DON’TS
Hair of the employees should be maintained properly. Piercing of lips and tongue is not allowed but
an employee can wear one earring or stud in his ears. The moustache should be neatly clean or
trimmed, French beard or a normal beard is allowed. All employees have to follow uniform
guidelines properly. Black denim is not allowed to wear, Belts with fancy buckles is not allowed and
all employees have to wear the uniform that has been provided by the organization.
EMPLOYEE GIFT
When an employee is getting married, he/she will be presented through a gift voucher worth Rs
2000. When an employee is blessed with a child, he/she will be presented a gift voucher worth Rs
1000 by the company. All employees gift will be processed through Zeta super card.
EMPLOYEE DISCOUNT
All permanent & contract basis employees of the organization are eligible for discounts on
merchandise from the stores. 15% of discount at Max stores for all. There is an annual limit on the
discount an employee can avail. This is recorded and monitored by the store manager
RECRUITMENT AND HIRING PROCESS
Manpower hiring is the process of hiring the manpower in the retail store when it is required.
Manpower hiring is done by the department of HRM (Human resource management). Any
employee is hired by giving the online assessment examination and interview which is conducted
by the store for any post. When an employee joins the organization after clearing the assessment
test 7 days training is given to that employee to make him or her familiar about him or her work.
After completion of the training period, an employee is prepared for work. Promotions of
employees depend on their performance and get promotion after completion of 2 years in store.
Monthly target is decided by the regional office according to the sales of the stores, Different stores
have a different target to achieve. The target is given approx 1 Crore 30 Lakhs in a month.

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COMMUNICATION OF EMPLOYEES
Communication amongst employees is very much necessary by improving the sales of the store.
Communication amongst the employees is done by doing meetings on Saturday in this meeting
employees are encouraged and taught strategy to sell, how selling of the store can be increased,
how to convert footfall into sales, how to provide good customer experience, how to handle
customer properly.
END OF SEASON SALE (EOSS) LAUNCH

EOSS is planned twice in every year. The theme of EOSS was Red, Blue and White. The main
purpose is to sell the previous year products. It helps to achieve maximum sales in the store. It
avoids the burden of aging stock.
Figure 25 EOSS Window
RULES OF EOSS
 As per EOSS plan cross merchandise should not be displayed.

 Lecterns will be removed
 Limited period patch on 50% offer on the entrance.
 Offer signage should not be on a high point
 Space should be properly used
 Signage should not be on the mesh wall
 Signage can be added to the mesh wall by adding a glass shelf
 The old concept of the pointer should not be used
 If the stock is out of stock then shelf should not be kept empty either it should be full or
it should be removed

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TYPES OF OFFER DURING EOSS
 Flat Price – There were three offers in this section which were Flat 99, 199, 299.
 Flat Percent – In this section, there were three offers on merchandise which were Flat 30%,
40%, 50%, 60%, 70% off.
 Best deal – In this deal on buying two merchandise, two were free over them.
PRE- AUTUMN 2019 LAUNCH

GTM, Big Bets and Key Innovations are new in season PRE-AUTUMN 2019.
GTM (GO TO MARKET)
GTM is a theme trend or occasion trend products which are supported by impactful
communication, window display and In-store Display of collection and categories in the store. All
the GTM in the season across the country together comes under one umbrella called IGTM
(Integrated Go to Market).
In this season 3 themes were running from 15th July to 14th August.
 #GenMe
 #Back to campus
 #Lion King
Figure 26 Pre-autumn Window

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# GENME
The collection and categories under GenMe or Generation Me focuses on young generation
merchandise. Menswear & Womenswear departments come in this GTM. The tagline of GenMe
was UNIGNORABLE, UNTAGGABLE & UNSTOPPABLE.
# BACK TO CAMPUS
BACK TO CAMPUS collection mainly focuses trendy clothes for the young generation and college-
going students. Eg. Floral shirts, Graphic tees.
#LION KING
LION KING is mainly for menswear and kidswear. The LION KING collection is full of cool graphic
tees on which photo of a lion is printed. It mainly focuses on showing the relation between a father
and his son both wearing the same tees.
OMNICHANNEL (CLICK & COLLECT)

Click and collect is an Omni-channel strategy practiced by the store. By this customers can get their
products either in their home or in the nearest store by ordering online through its online app Max
fashion.com. Any customer can return or exchange their products from the nearest store of Max
Fashion.
STEPS TO USE CLICK AND COLLECT
 Browse your favourite products on Maxfashion.com and add them to your basket
 Select click and collect from the shipping page
 Choose from your list or use the map view to select the store a customer like to collect from
 Review the order, make payment and proceed to the confirmation page by clicking on ‘Place
your order’
 An Email & message will be sent when an order will ready. Head towards selected collection
point and collect it

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CATEGORY MANAGEMENT IN THE STORE
MENSWEAR
WOMENS WESTERN WEAR
WOMENS INDIAN WEAR
KIDSWEAR
ACCESSORIES AND
FOOTWEAR

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SUB-CATEGORY MANAGEMENT
MENSWEAR
CASUAL
DENIM
ACTIV
SMART CASUAL
INNERWEAR & SLEEPWEAR
FORMAL

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WOMENS WESTERN WEAR
YOUNG
DENIM
ACTIV
TIMELESS
EVERYDAY CASUAL
SLEEPWEAR & LINGERIE

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WOMENS INDIAN WEAR
FUSION
MIX & MATCH
TAVISHA

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KIDSWEAR
BOYS & GIRLS
NEW BORN BOYS NEW BORN GIRLS
6-24 MONTH BOYS 6-24 MONTH GIRLS
2-8 YEARS BOYS 2-8 YEARS GIRLS
8-16 YEARS BOYS 8-16 YEARS GIRLS
INNERWEAR & INNERWEAR &

SLEEPWEAR OF SLEEPWEAR OF
BOYS GIRLS

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VISUAL MERCHANDISING
Visual merchandising refers to anything that can be seen by the customer inside and outside a
store, including displays, decorations, signs, and layout of space. The overall purpose of visual
merchandising is to get customers to come into the store and spend money. Visual merchandising
includes how merchandise is presented as well as the store's total atmosphere. Visual
merchandising starts on the outside of the store or its exterior presentation and carries on to the
interior presentation. It may involve the ability to create window displays in fashionable colours
and patterns that make customers think the store has what they're looking for and the art of
creating other types of displays or dressing mannequins. Keeping up with trends and fashions in the
design industry can be useful for these purposes. Visual merchandising also includes determining
in-store traffic flow patterns to calculate the best places to put displays so the greatest number of
people will see them.
A visual merchandiser is a person behind the magic. They combine marketing principles, retail
merchandising knowledge, and creativity to use the space and layout of the store to present the
store's inventory positively. They are professionally trained and may be tasked to manage the
following:
 Window installations
 In-store displays
 Interactive displays
 Shelving
 Point-of-sale displays
 Posters
 Price tickets
 Promotional/seasonal displays
 Mannequin styling
KEY ELEMENTS OF VISUAL MERCHANDISING
 PAINT THE WORLD - A colour palette is the essence of a visual and sets the aura for the
display by appealing to the viewers on a subconscious level. Since the colours in a display
say a lot about the brand, they should, complement the brand and its specific colour
scheme. Using one particular colour should be avoided, as too much of it might become
overwhelming for the customers.
 LANDSCAPES AND MORE - One of the best ways to capture customers' attention is by including
landscapes as a retail merchandising technique. Landscaping refers to the elevation of products,

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making it more noticeable. It should be noted that while landscaping, the size, and shape of the
displayed merchandise should be chosen carefully.
 TEXTURE - A display can be enhanced with the help of contrast technique, which is known as
texture. A display can use textures to convey a message or meaning. While deciding on the
texture, first analyze the mood or atmosphere for the display and then find a contrasting
texture that supports it. This works in seizing customers’ attention.
 STORYTELLING - Storytelling can engage a customer for a long time. This is an effective
merchandising technique and is widely used in various retail stores too.
 FINISHING TOUCH - Décor is the final touch in the wall for retail merchandising. The overall
theme of the display is enhanced by the décor. It adds value to the display and holds
customers' attention. However, when implementing this element, the size, shape, and color
should be carefully picked.
ESSENTIALS OF VISUAL MERCHANDISING
 WINDOW DISPLAYS - Themes are created for window displays to lure customers into the
store. You can use window displays to make a lasting statement about your merchandise.
 SHELF DISPLAYS - Shelf displays come into focus after customers enter a store. Strategies
about the shelf display and how much shelf space particular merchandise should be made.
 STOCK DISPLAYS - Stock displays are a great marketing spot for featured and profitable
products. Generally, the end of aisles, also called “premium spaces” is used for stock
displays to maximize the sale of profitable products and merchandise.
 VISUAL MERCHANDISER - This interesting profession helps to deliver visual concepts to
promote retails brands. Professional visual merchandisers also can help create effective
designs for stores. Moreover, they know exactly what theme is perfect for your visual
merchandising endeavour.
PURPOSE OF VISUAL MERCHANDISING
 To increase sales by showing and promoting your merchandise
 Make the display visually appealing to encourage customers to enter the store
 Get the customer to pause and “shop” the selling floor
 Use merchandising to enhance, establish and promote the store’s visual image
 Improve customers’ shopping experience and entertain them
 Educate customers about the use or accessorizing of a merchandise

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FIXTURES
The types of equipment which are used to display merchandise in the store are known as fixtures.
DIFFERENT TYPES OF FIXTURES USED IN MAX
 Gondola
 DST (Double-Sided Table)
 Nesting table
 Picnic table
 A-rail table
 Browsers
 Denim table
 Jewellery tower
 Folding table
 Slat wall
 Queue manager
 Sunglass unit
Figure 27 Folding Table Figure 28 A-rail Table

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Figure 29 Double-Sided Table Figure 30 Browser
Figure 31 Nesting Table Figure 32 Slat Wall
Figure 33 Mesh Wall Figure 34 Sunglass Tower

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Figure 35 Queue Manager

Figure 36 Gondola
Figure 37 Denim Table
SIGNAGE
Signage is generally defined as any kind of graphic display intended to convey information about
merchandise, price, sale and offer to the customers.
TYPES OF SIGNAGE USED IN MAX
 Price signage
 Sale signage
 Product signage
 Offer signage
 Lectern signage
 Promotional signage
 Price with offer signage
 Folding signage

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Figure 38 Folding Signage Figure 39 Price Signage
Figure 40 Lectern Signage Figure 41 Sale Signage
TYPES OF COMMUNICATIONS USED IN MAX

 Placard
 Backdrop
 Highpoint
 Different types of signage
 Size arm talker
 Video panel
 Pointer

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Figure 42 Video Panel Figure 43 Signage
Figure 44 Pointer Figure 45 High point
ARM
Arm means props which are used to hang merchandise on hangers.
TYPES OF ARMS
 T-bar
 Peg hook
 U-bar
 Back bar
 Straight arm
 Step arm

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Figure 46 T-bar Figure 47 Peg hook
Figure 49 Back bar

Figure 48 U-bar
Figure 50 Straight arm Figure 51 Step arm
TYPES OF HANGERS
 Men – 45
 Women – 41, 45
 Kids – 28, 30, 36
TYPES OF WINDOWS IN MAX

 PRIMARY WINDOW – In this window, styling is done according to the seasonal theme.
 SECONDARY WINDOW – In this window, a particular category of merchandise is highlighted.
 OPEN BACK WINDOW – This window is covered from the front and opens from the back.
 CLUSTER WINDOW – This window is a mixture of 5 to 6 mannequins.

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Figure 52 Primary Window
Figure 53 Secondary Window

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Figure 54 Cluster Window
Figure 55 Open-back Window

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ELEMENTS WHICH ARE USED IN A WINDOW
 Mannequin
 Glass
 Stand
 Lighting
 Floor podium
 Grid
 Backdrop
 Side panel
 Lectern
 Place holder Light
 Props
Grid
Backdrop
Mannequin
Placeholder
Figure 56 Elements of a Window
Glass Prop
Floor podium
Glass stand

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Lectern
RULES WHICH SHOULD BE TAKEN CARE WHILE STYLING A MANNEQUIN
 Price tag, hard tag should not be visible

 It should be clean and dust-free
 No crushed clothes should be used for mannequin
 Only ironed clothes should be used for styling
 Colour theme or seasonal theme should be followed while styling
 Styling should be done according to the docket
 Only category and collection should be used for styling
 Basic merchandise can’t be used
DIFFERENT SEASONS OF MAX
 Summer season – From February to April

 Spring season – From last April to June
 Pre-autumn season – From August to October
 Winter season – From last October to January
AISLE AREA
It is the walking area of the customers. In this space any fixture, any merchandise can’t be placed.
PLANOGRAM BOOK
 It is also known as Docket or POG book.

 A Planogram is a diagram that shows how and where specific retail products should be
placed on retail shelves or displays to increase customer purchases.
 Planogramming is a skill used in merchandising and retail space planning.
 Planogram also allow for strategic product placement from a cross-merchandising
standpoint.
 In Max, every season has two Planogram books, HIT 1 and HIT 2.
 The first collection of any season is known as HIT 1
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 The second collection is known as HIT 2.

 It is a tool for visual merchandising.
 It also contains information about different categories of merchandise and also about their
sub-categories.
 It also contains information about the collection.
MANNEQUIN
It is an artificial model made in the form of a human being, used to show merchandise in a store.
TWO TYPES OF MANNEQUINS USED IN MAX
 GREY MANNEQUIN – This mannequin is used only in the denim section on the floor. This
can't be used in the window.
 WHITE MANNEQUIN - This mannequin is used in the window.
Figure 59 White Mannequin Figure 60 Grey Mannequin

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SWOT ANALYSIS OF THE STORE

STRENGTHS
 Fresh stocks are always available

 Budget target is always achieved
 Value products are available
 Customer-friendly staff
WEAKNESS
 Location of the store

 No washroom is available in the store
OPPORTUNITIES
 More collections can be added to the store

 Washrooms should be made because customers search for it
THREATS
 Many other big brands are available near the store

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SUGGESTIONS
 In the retail format of Max, salaries of the employees are less than other stores and due to
that many staffs left their job and moved to other retail format. So the organization should
increase the salaries of their staffs.
 In Max Fashion there is no section for men ethnic wear and due to that many customers go
to other retail format in search of that. So the organization is that menswear ethnic section
should be added in the store.
 In Max Fashion there is no formal section for women. So the organization is that formal
section should be added.
 At the store some staffs are not friendly with their customers so the organization should
take care of these issues at the time of staff training.

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CONCLUSION
This internship gave an opportunity to learn about how a retail sector works, how daily sale report
is made, about manpower hiring, about visual merchandising, about the fixtures used in the store,
about vendor management, working process of store inventory, sourcing , about their warehouses
and retail management.

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REFERENCES
Amit gugnani, k. p. (2009). retail scenario in india. Trends and Market Dynamics .
Darpan Kapoor,. (2014, February 26). Vice President, Kapsons Fashions. Retrieved from
http://blog.rai.net.in/panel-discussion-emerging-trends-in-lifestyle-retailing/
Landmarkgroup. (2019). About us. About Landmark , 1.
Malhotra, S. (2019). Components of retail marketing. Patna: shareyoureassy.com.
Matters, M. (2019). Types of retail outlets. Patna: accountlearning.com.
MaxFashion. (2019). about us. Patna: maxfashion.com.
Sabharwal. (2015, May 30). buisness maps of india. Retrieved from maps of india:
http://business.mapsofindia.com/top-brands-india/retail.html

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 ADM – Assistant Department Manager

 AIC - Alternative Item Code

 ASM – Area Sales Manager

 ATL - Above The Line

 BIP - Business Intelligence Publisher

 BOL - Book Of List

 BTL - Below The Line

 CBT - Class Room Based Training

 COGS - Cost Of Goods Sold

 CRE – Customer Representative Executive

 CSP - Customer Selling Price

 CSR - Corporate Social Responsibility

 CVM – Cluster Visual Merchandiser

 DQR - Data Quality Report

 DSD - Store Direct Delivery

 DSR - Daily Sale Report

 EDC – Electronic Data Capture

 EOSS – End Of Season Sale

VM and Retail Management| Saurabh| MFM 2018-20

 GIT - Goods In Transit

 GP - Returnable Gate Pass

 GRA – Goods Receive Note

 GRN - Goods Receive/Return Note

 IST - In Store Trainer

 LFL - Last For Last

 LIFE - Landmark International Of Empowerment

 LMR - Landmark Reward

 LMS – Learning Management System

 LOB – Last Of Best

 MAP - Moving Average Price

 MGD – Meet Greet and Direct

 NOOS – Never Out of Stock

 NTG – Non-trade goods

 OJT - On Job Training

 PDT – Portable Data Machine

 POE – Power Over Ethernet

 POP - Point Of Purchase

 POS - Point Of Sale

 RMS - Returnable Merchandise Sub code

 ROS - Rate Of Sale

VM and Retail Management| Saurabh| MFM 2018-20

 RTV - Return To Vendor

 RVM - Regional Visual Merchandiser

 SAD - System/Stock Adjustment

 SIM - Stock Inventory Module

 SOP – Standard Operating Procedure

 STN – Stock Transfer Number

 STR - Sale Through Rate

 PD - Sale Per Day

 TTT - Training The Trainer

 VNC – Virtual Network Graphic

 WBC - Without Barcode

VM and Retail Management| Saurabh| MFM 2018-20

1. About the Landmark group……………………………………………………………………………….........7

VM and Retail Management| Saurabh| MFM 2018-20

VM and Retail Management| Saurabh| MFM 2018-20

40. Figure 40...........................................................................................Lectern Signage

VM and Retail Management| Saurabh| MFM 2018-20

 Over 44 years of retail experience

BUSINESS AND BRANDS

Footwear Shoemart, Shoexpress, Shoemart International Footwear

Furniture & Home