Retailing survey

On
Westside
Submitted to-
Submitted by-
Dr. S. Shajahan
Shahnawaz Anwer
e-mail-anw erblr@gma il. com
mob:09886205461

Introduction
Style, affordable prices, quality: these are the factors that have shaped Westside’s success story in
the retail fashion stores business. Launched in 1998 in Bangalore, the Westside chain has, ever
since, been setting the standards for other fashion retailers to follow.
Westside stands out from the competition for a variety of reasons. One is that a majority
of the brands the chain stocks and sells are its own, unlike retailers who store multiple
labels. About 90 per cent of Westside’s offerings are home-grown, and they cater to
different customer segments. The other 10 per cent includes toys, cosmetics and lingerie.
Westside has recently expanded its range of merchandise by offering outfits from some of India’s
best-known fashion designers, among them Wendell Rodericks, Anita Dongre, Krishna Mehta and
Mona Pali. This is an interesting marketing shift, since it means moving away from the chains only-
our-own-brands concept.
Westside is a departmental store having several product line & according to ET 500
list out of top four retail companies Trent ranked 3rd as

Pantaloon retail

Shoppers shop

Trent

Provogue India
Westside, a unit of Trent Ltd. Westside already has three stores in the Bangalore at
Commercial Street, Koramangla (forum), and Garuda shopping mall.
The age group of people visiting the store is in between 18-40. (Upper middle and middle class) The
attraction of the shopping is basically the female population. The movement of men’s apparels is also
due to the ladies buying for the men.
24,000 sq ft store at the Forum Mall Forum is registering 55,000 footfalls a day on weekends. Spread
across 30,000 sq ft, Westside's store at Garuda Mall has average footfalls of over 30,000 a day. The
average foot falls at the Westside store is around 45000 at the forum mall.
Survey for footfalls at weekend & during ordinary days
1.At weekend(Sunday b/w 3-5pm)
Per 10 min = 45 footfalls
Per 1 hr = 270footfalls
1 working day(10hr) = 2700 footfalls

2 During ordinary days(Tuesday b/w 5-7pm)

Per 10 min = 30 footfalls
Per 1 hr = 180footfalls
1 working day(10hr) = 1800 footfalls
Arrangement in Store
1.Ground floor-

2 fast 4 U

Men’s wear

Men’s footwear

Women ethnic wear

Jewelry & accessories

Handbags

Watches

Lady’s footwear

Customer service desk

Club west desk
2.1st floor-

Women’s western wear

SRC

Kids foot wear

Kids wear

Household items

Gifts

Gia(it is the 1st provider of women’s XL size t-shirts etc.)

Lingerie’s

Washrooms
To irrigate the space better Westside have the entrance on the ground floor and exit on the first floor.
In case of visual merchandising all the category of clothes of all sizes and varieties are displayed and
hence the consumption of space for shelves is reduced. And it is convenient for customers to choose
and for the attentandents to support buying. Profitability of Westside Bangalore is more than that in
Delhi and Bangalore because youth here have much spending power. It is also driven from strong
demand backed by quality products and latest fashion.

Services & Store Atmosphere in Westside 

Pre purchase services include accepting telephone & mail orders, advertising, window &
interior display, fitting rooms, fashion shows  It provides post purchase service including
shipping & delivery, gift wrapping, adjustments & returns, alteration & tailoring  It also
provides ancillary services including general information, check cashing, parking,
restaurants, repairs, interior decorating, credit etc. Private Brands in Westside  2 F4 U 
SRC  Gia  Urban angel  Intima  David jones  Ascot  Black berry The Westside
stores wear a bright, festive look and, in keep with the mood of the season, hosting a festival
bright. With the sole objective of rewarding its loyal customers for their patronage, Westside
has lined up a bonanza of surprise gifts. Every shopper gets a scratch-and-win card which
entitles them entry into a contest. Those making purchases above Rs 1,500 are also entitled to
receive other pleasant surprises
The trendy household section has a complete new range of bed linen in elephant motifs, floral
motifs and paisley design. The color palette for the festive collection includes flaming
orange, royal blue and other vibrant colors to depict festivity. The gift section has a plethora
of gifts — terracotta pots, urns, knick-knacks anddiyas in beautiful colors, shapes and sizes.
The store has also introduced a new range of furniture and other household goods, including
cabinets, butler trays and mirrors in wood with an antique finish. An innovative range in
wrought iron and rope has been introduced in utility items which include magazine racks,
folding stools, jam pots on trays and Ganesha in brass and terracotta.

Facing the challenge

The greatest challenge for Westside in its quest for a place in the retail sun is not the
competition from similar organized players, but from the unorganized sector (98 per cent
of India’s retail garment industry operates in the unorganized sector).

The other challenge for Westside is that the retail fashion business in the country is becoming
increasingly crowded with new players, Indian and foreign. Among the new entrants have
been Wills Sport, Lifestyle, Raymond’s (Be), Globus, Nike, Crocodile, Mango and, the latest,
Marks & Spencer.

Promotions

1. Club west card program An assured return-and-e exchange policy reinforces customer
confidence in the chain Another winning Westside idea is Club West, a customer loyalty
programme launched in May 2001. The 30,000-plus members of this club get rebates at
restaurants and on holiday packages from the Taj Group of Hotels, home delivery of
alterations, and best of all, special shopping hours on the first day of any discount sales event
organized by the chain.
Important benefits of club west card

 Most attractive rewards shopping  Instant use of the card  Easy to operate  Extra
convenience  Validity at all stores Westside does its regular brand building through
advertisements in the media with brand ambassador Yuvraj Singh and other young models;
more important are its in-house promotions, which peak during the three main festive
seasons: summer, Diwali and Christmas. The promotions are mostly theme based, with
decorations to match, live bands and other attractions.

2. Fashion logy
Westside has launched a new ad campaign titled 'fashion logy'. The campaign is designed to
provide the buyer with not just clothing, but also guides and aid on dressing smart, styling
and accessorizing. The campaign sees on-ground activities and promotions designed to
interact with the consumer about their style
It includes women’s corporate wear, girls wear, glam denim. The Three Cs Corporate
clothing is a major component of Westside merchandise. The emphasis here is
on the three Cs: comfort, crispness and coordination, and the goal is to provide the
complete corporate look, where color, clothes and accessories are mixed and matched in a
manner that creates harmony between the person and the clothes he or she wears.

Westsides employees are given regular training for better interaction. Some things may take
longer. The wish list, a tool for customers to let Westside know their preferences, cannot be
realized immediately. Only if there is an optimum demand can the store look at fulfilling it.
Gia, Westside’s brand for larger-sized requirements, was the outcome of one such need.
The company identifies star employees in each store and designates them as coaches
responsible for the training of their own store staff. Today, each store has three kinds of
coaches — a customer service coach, an IT skills coach and a product knowledge coach. The
success of this programme has made it a benchmark for all Tata Group companies.

Westside provides four levels of service

 Self service- self service is the corner stone of all discount operations. Many customer are
willing to carry out their own locate compare select process to save money

 Self selection- customer find own goods, although they can ask for assistance

 Limited Service- Westside also offers services like credit, merchandizing etc.

 Full Service- Sales people are ready to assist to any phase of the locate compare select
process. Customers who like to be waited own prefer these type of stores.

Marketing Strategies adopted by Westside

 Attract shoppers & keep them in stores- the amount of time shoppers spend in a store is
perhaps the single most important factor in determining how much they will buy.  Honor
the transition zone- on entering a store, people need to slow down & short out the stimuli
which means customer will likely be moving to fast to respond positively.

 Don’t make them hunt- put the most popular products up front to reward busy customer &
encourage them to look more.

 Women’s need more space- A customer specially a woman is far less likely to buy an item
if her derriere is brushed by any other customer.

Retail Survey Westside- Shahnawaz

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