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    Prerna Store

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    Puja Prasad
    The document summarizes information about two grocery stores, Prerna Store in Sector 17 and Sector 34 of Chandigarh. Both stores used a grid layout with labels to guide customers. Merchandise was categorized and placed at eye-level or adjacent shelves based on buying patterns. Sector 17 engaged customers more through its twilight zone layout near entrances and exits passing high-purchase areas, resulting in higher sales, time spent, and products viewed than Sector 34.

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    Prerna Store

    Uploaded by

    Puja Prasad
    209 views5 pages
    The document summarizes information about two grocery stores, Prerna Store in Sector 17 and Sector 34 of Chandigarh. Both stores used a grid layout with labels to guide customers. Merchandise was categorized and placed at eye-level or adjacent shelves based on buying patterns. Sector 17 engaged customers more through its twilight zone layout near entrances and exits passing high-purchase areas, resulting in higher sales, time spent, and products viewed than Sector 34.

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    PRERNA STORE

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    The document summarizes information about two grocery stores, Prerna Store in Sector 17 and Sector 34 of Chandigarh. Both stores used a grid layout with labels to guide customers. Merchandise was categorized and placed at eye-level or adjacent shelves based on buying patterns. Sector 17 engaged customers more through its twilight zone layout near entrances and exits passing high-purchase areas, resulting in higher sales, time spent, and products viewed than Sector 34.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    209 views5 pages

    Prerna Store

    Uploaded by

    Puja Prasad
    The document summarizes information about two grocery stores, Prerna Store in Sector 17 and Sector 34 of Chandigarh. Both stores used a grid layout with labels to guide customers. Merchandise was categorized and placed at eye-level or adjacent shelves based on buying patterns. Sector 17 engaged customers more through its twilight zone layout near entrances and exits passing high-purchase areas, resulting in higher sales, time spent, and products viewed than Sector 34.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    PRERNA STORE

    *Prerna store has total 15 outlet in chandigarh.


    * Stores was retail grocery falls under Supermarket and has a
    Modular Model design for layout.
    * Had image of being: “No Nonsense grocery”
    * Floor area of stores: 2500 sq. ft. (Approx.)

    STORE LOCATION
    * Two Store studies were situated in “Sector 17” and “Sector
    34” of chandigarh in (Residential Area)
    * Sector 17 : Situated at Basement of Residential Building and
    store is considered as benchmark for other stores.
    * Sector 34 : Situated at Ground Floor and had good frontage.

    Store performance on the basis of :-


    Store layout
     The layout of two store was based on the past
    experience of the managers and trail experiments.
     The arrangement of merchandise was to facilitate
    orderly purchases.
     Both store had adopted “grid layout” and grid had
    no.of partitions which was not pleasing aesthetically
    but was providing convenience and speedy checkout
    to the consumers.
     Labels like: ‘Bakery’, ‘Breakfast’ and ‘Cosmetics’
    used by store which hung from the top to provide
    better assistance to the customers.
    Merchandise
     The merchandise of both store was categorised under
    four categories:
    1. Destination
    2. Routine
    3. Convenience
    4. Occasional
     Category leader brands, imported brand &
    prerna’s own brand were kept at eye levels in both
    the stores.
     Sale of eye level SKU’s higher than SKU’s
    placed non-eye-level shelf location.
     Study said that 55% of SKUs at eye level were
    purchased at Sector 17 store and 35% of SKUs kept
    at eye level were purchased at Sector 34 store.
     Bought together items were stacked in adjacent
    shelves and breakfast items, snacks and refrigerators
    were kept near entrance of the store whereas
    refrigerator are placed at the back.
    Consumer movement

     The store conducted study that focused on the


    difference in the basket size of the customers of the
    two stores.
    In Sector 17 store
     It seemed to have better twilight zone management
    (the area customers encounter immediately after
    entering the store) – booth on the immediate left of
    the descending steps to put customer valuables, shop
    assistants handed out shopping baskets.
     checkout counters were blocking the exits, the
    customers had to move ahead into the aisles where
    soft drinks, breads, packet soups, tea, etc. are kept.
     Most customers who stopped to examine turned
    into buying them.
     Then they moved to next aisle and eventually
    covered the entire store
    * Customer profile : High-Income Household,
    Business class families, Joint Family Setup,

    In section 34,
     The twilight zone is not restrictive.
     Customers were lured straight into the aisle where
    soft drinks and biscuits were stored.
     Made it the most crowded aisle as the customers
    definitely visited that area.
     Typical customer neglected the back area of the
    store.
     Most regular needs were satisfied mostly in the front
    two aisles.
     Almost none of customer visited plastic and
    stationary segments.
    * Customer profile : Young couples ( Majorly both the
    partners are working), Service Class Families, Nuclear
    Families, Mojority of Population are working in Government
    Departments, Retired People.

    Conclusion
     Sector 17 has better performance than sector 34
     Customer engagement : In sector 17 customer
    spent more time in store ,have more pickedup,
    conversed, took more item and checkout as compared
    to sector 34.
     Average sale : sector 17 has 27 product category
    and 55% sale of SKU’s at eye level whereas sector
    34 has 16 product categoty 35% sale od SKU;s at
    eye level.
     Retail conversion rate : more effective at sector
    17 as compared to sector 34.
     Left section: In sector 17 customer cover almost
    entire store and looked most of the product as
    compared to sector 34 because it has two exist

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