ANALYSIS OF STORE OPERATIONS RELIANCE FRESH

By:Sanjeev PanditaRetail Management

RELIANCE FRESHReliance 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, Groceries, Fresh juice bars, Dairy Products and other FMCG products.A typical Reliance Fresh store is approximately 3000-4000 square feet and area of 1-2 km.Reliance plans to invest in excess of Rs. 25000 crores in the next 4 years in their retail division.

MERCHANDISE DETAILSProduct 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.

DAILY OPERATIONS OF THE STORE1. 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.

DAILY OPERATIONS OF THE STORE8. 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.

STORE OPERATORSSTORE MANAGERSUPERVISIOR CASH MANAGERCUSTOMER ASSOCIATESCATEGORY HEADSHOUSE KEEPERGAURDS

STORE MANAGEREvery 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 3 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

DAILY WORK PROFILE OF STORE MANAGER IN RELIANCE FRESHHe 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

SUPERVISIOREvery 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.

DAILY WORK PROFILE OF SUPERVISIOR IN RELIANCE FRESHCoordinate 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.

CASH MANAGEREvery 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

WORK PROFILE OF CASH MANAGER IN RELIANCE FRESHAll 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 Companys account in ICICI Bank.

CUSTOMER ASSOCIATESEvery reliance fresh has 11 customer associates.The store manager has 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

DAILY WORK PROFILE CUSTOMER ASSOCIATES IN RELIANCE FRESHTo 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.

DAILY WORK PROFILE OF HOUSE KEEPINGThe 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.

DAILY WORK PROFILE OF SECURITY GUARDEvery 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.

DAILY WORK PROFILE OF CATEGORY HEADSReliance 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.