ANALYSIS OF PART B

Part B – Pantaloons Store

I APPEARANCE

A. Is the store layout, design and visual merchandising

techniques used consistent with the exterior of the store and
the location? What does it say about the type of store this is
and the market it is trying to attract?

 The pantaloons store is located strategically at the curb of

DangratoliChowk, Ranchi. This chowk is very busy as the road has
a lot of traffic at almost all times of the day.
Another benefit of this location is that it is the only store that
provides a variety of products under one roof around the area.
Thus, offering a one stop solution for apparels, men’s wear,
women’s wear, kid’s wear and accessories.
 The exterior of the store follows the universal design of pantaloons
that is prevalent in all pantaloons stores across India. Their
trademark colour pattern of green and white is also followed here.
The architecture of the building stands out in the area as no other
building in the area is as beautiful.
 There is a huge parking space available for the customers to
conveniently park their vehicles while shopping. This is a very big
factor for the customers in Ranchi as there is a dearth of proper
parking areas around most stores in Ranchi. There are small
eateries in the campus and a proper food court in the basement of
the building that can provide customers with refreshments and
grab a bite after some frantic shopping.
 The exterior appearance of the store silently announces what
customers can expect inside. Good exterior visual merchandising
attracts attention, creates interest and invites the customer into the
business.

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 B. Is the store’s ambience consistent with the merchandise
presented and your expectations as a customer?

 The ambience of the store was very consistent in all the three floors
of the store. The lighting was apt and a soft instrumental track
played mildly in the background.
 The entire store was well air-conditioned and the store appeared
quite aesthetic and classical in its own way. The merchandise
offered was vast and everything was neatly displayed to aid the
customers.
 From the viewpoint of a customer the store surely lives up to the
expectations of the customer.

C. Does the store need a face lift, update, remodel or

renovation? What improvements would you suggest?

 No, the store visited has recently opened up and so everything used
is of the latest trend and technology.
 However, one suggestion that I would give is that Pantaloons
Ranchi does include the ‘e-zone’ department which is prevalent in
all other Pantaloons stores across India. E-zone is a platform where
a range of electronics, from consumer durables to household
appliances, is offered for sale. This can provide a competitive edge
to Pantaloons over its competitors, if any.

II Fixtures:

A. Does the lighting highlight merchandise, structure space,

capture a mood, or downplay unwanted features?

 The shoes offered for sale in Pantaloons are clearly highlighted with
spot lights and backlit shelves that make the product stand out. Signs
and symbols hanging from the ceiling don’t fail to attract the
customer’s eye. The lighting of the store gives the entire store a touch
of elegance which succeeds in giving a soothing shopping experience
to the customers.

B. Are the fixtures consistent with the merchandise and the

overall ambience of the store?

 The fixtures used to display the shoes were stainless steel stands
jutting out of the wall. The shoes were properly arranged and
displayed according to the category and manufacturer of the shoe.

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  The steel stands were looking very plush and were going with the
classic feel of the store. The advantage of this stand was that it
properly displayed the shoe and also took up very less space.

C. What type of image do the fixtures portray?

 The fixtures used in the Pantaloons store are sleek and elegant. The
stainless steel gives the merchandise an elegant look. The very
appearance of the shoe on the fixture with the spot light focussing
and highlighting the shoe gives the shoe a look of exclusivity and
class.

III Promotion:

A. Evaluate the store’s signage. Does it effectively sell

merchandise?

 The store uses signs to aid the customers with their shopping.
There are proper directions hanging from the wall pointing towards
the shoes section in the store. This will help a customer to directly
know where to go if one wants to buy a pair of shoes.
 In the shoe section, the shoe merchandise is categorically placed.
For example, all the formal shoes of all the manufacturers available
at the store are placed together, all the sneakers of all the
manufacturers were placed together, etc.
 The category of the shoe was boldly marked on the top of the
merchandise presented. The manufacturer name and logo were
also marked on various signs around the merchandise.
 This signage strategy will ease any customer who comes to buy a
pair of shoes. At one glance he will get a clearer picture of the
categories available and the brands that manufacturer that
category. This will help a customer, especially men, to save on a lot
of time. As most men customers are not keen shoppers.

B. Has the retailer used any theatrical effects to help sell the
merchandise?

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  The retailer has not used any such theatrical effects to help sell
the merchandise. The only aid was of frequent announcements of
discounts and offers available on the merchandise over the
microphone.

C. Does the store make creative use of wall space to sell the
product?

 The store uses the wall space very wisely. The stainless steel
stands, to place the shoes on display, were attached to the walls of
the store in the accessories section. This provided an elevation to
the merchandise displayed and they were also clearly visible from
a distance.
 Various posters of different manufacturers along with the brand
ambassadors of the manufacturer were pasted on the walls. These
posters were again highlighted by lights thus making it clearly
visible to all.

D. Does the sales staff use suggestive selling?

 The sales staff did not use any suggestive selling technique. They
just assisted the customers in making their purchase. They did not
pitch in for any other product which the customer did not enquire
or ask about.

E. Is the sales staff friendly and helpful?

 The sales staff present at the store was very friendly and helpful.
On enquiring about the shoes they listened to us very patiently
and helped us on the matter with good expertise. Their knowledge
about the shoes merchandise and their manufacturers were also
quite good.

F. Is the image of the staff consistent with the image of the

store?

 The staff was dressed properly. The gents’ staffs were clad in jeans
and a casual shirt. The women were dressed in proper formals,
everyone had their respective identity badges on them and a
badge with their names inscribed was clipped on to their shirt’s
pockets. Their apparel was consistent with the image of the store.

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 IV. LAYOUT

A. Does the store layout help draw people throughout the

store? Why or why not?

 The store has three floors. The ground floor is dedicated to

accessories and to women’s ethnic wear. The ladies section has
been placed in the ground floor to attract people, especially women
who are avid shoppers, into the store. The accessories section is
placed right beside the ladies ethnic wear section in the ground
floor. This has been done so that when the wives are busy shopping
for apparels the husbands can casually browse through the range
of watches and perfumes kept in the accessories section. This could
lead to impulse buying by the men.
 The second floor is dedicated to women casual wear and to kid’s
wear. This floor also has a range of home décor products such as
curtains and bed sheets, etc. this floor is clearly targeted to the
women, housewives and mothers.
 The third floor is dedicated to the men’s wear and accessories. This
floor has everything from accessories to apparels of men.
 There are many billing counters on each floor, this avoids easy flow
of people and any congestion or rush as is seen at other stores in
Ranchi such as the Big Bazaar.

B. How does the layout facilitate purchase?

 Pantaloons follow a ‘free form layout’. No particular format is

followed. Anything is placed anywhere but strategically. The
shoes were placed categorically i.e. all formals available at the
store were placed together thus making it convenient for a
customer to compare and choose different brands in the formals
sections and make a purchase decision.

C. What type of layout is used?

 Pantaloons follow a free form store layout. No particular format is

followed anything is placed anywhere but strategically. Here when
it comes to shoes, same type of shoes are put up together in
different sizes and of different manufacturers thus making it

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 convenient for the customers to get every size and every brand of
shoes at one instance only.

V. Merchandising

A. Has the retailer employed any techniques for achieving

greater space productivity such as using the “cube”,
downsizing gondolas and racks, minimizing no selling
space, etc.?
 Pantaloons store has a very attractive display area, in which they
put the dummies, accessories and all. They have broad walkway &
doorways to facilitate easy flow of traffic in and out the store.
 Pantaloons have employed various strategies to achieve greater
space productivity. It has employed gondolas, neat shelves and
racks placed on the wall to display their merchandise effectively.
The merchandise density on display is also optimum, meaning the
display is neither much nor less.

B. Are there any displays that increase interests in the products

offered? If not what would you recommend?

 Pantaloons use their mannequins effectively to display their

merchandise. Especially their apparels and accessories. These
mannequins are dressed up according to the occasions or latest
trends. The mannequins placed are so well designed that it
compels a customer to observe the merchandise on display at
least once.

C. How has the retailer organised merchandise? What

improvements can be made?

 The retailer has organised his merchandise according to the

categories, thus facilitating the customers in their purchase. Apart
from that, the retailer also has employed signs highlighting
various discounts on merchandise, thus attracting more customers
towards the merchandise.

III Summary of Suggestions:

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  The retailer can include the electronics section in the store as is
present in most other Pantaloons stores across the country. This
would be a good and lucrative addition to the range of
merchandise Pantaloons Ranchi has.
 The store can also put up television sets to display various
merchandise available in the store. It can also feature the various
limited offers and discounts available in the current period.
 The kids section in the store can also offer a range of toys, as is
seen in many other stores. Pantaloons, Ranchi can extend their
merchandise range by including a good Toy and stationery section
targeted to the youth around Purulia Road.
 Pantaloons Ranchi could also come up with some scheme for
students. As the store is located amidst a lot of schools, colleges
and institutions, there is a lot of students frequenting the store.
Pantaloons should come up with a long term loyalty scheme
specifically targeted to these students. This would ensure a good
cordial relationship and make the store more popular around the
area.

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