EX­CEL­LENT CUS­TOMER – CEN­TRIC INI­TIA­TIVES

Progressive Grocer (India) - - Cover Story -

EF­FEC­TIVE TECH­NOL­OGY ADOP­TION

With­out any sup­port of ERP plat­form, Rat­nadeep stores man­age a reg­u­lar 20,000+ ac­tive SKU base. All stores fol­low a planned store-wise as­sort­ment with unique/ cus­tomer­friendly planogram­ming and nav­i­ga­tion method­ol­ogy. Rat­nadeep stores have im­ple­mented, from time to time, the lat­est tech­nol­ogy up­dat­ing sys­tem and soft­ware for en­hanc­ing cus­tomer con­ve­nience. These mea­sures help the cus­tomers get ac­cess to faster and ac­cu­rate billing in­for­ma­tion and boosts store ef­fi­ciency in ar­eas such as CRM/ Pro­mo­tions/ In­ven­tory Man­age­ment, apart from help­ing the man­age­ment in the MIS and back-end op­er­a­tions of the or­ga­ni­za­tion.

SUP­PLY CHAIN MAN­AGE­MENT

The re­plen­ish­ment pro­cesses are ef­fec­tive with auto in­dent­ing/ or­der­ing from stores to ven­dors. Re­plen­ish­ment from the ware­house to stores is com­plied with min­i­mum sys­tem/ man­ual in­ter­ven­tion. All the stores are equipped with a sys­tem of ef­fec­tive as­sort­ment plan­ning and avail­abil­ity and in­ven­tory con­trol. As a re­sult of the ef­fi­cient sup­ply chain man­age­ment, the turnover of the com­pany has grown steadily by 20% over the past five years.

HU­MAN RE­SOURCES

The at­tri­tion rate at Rat­nadeep is min­i­mal as com­pared with the in­dus­try stan­dards. The man­age­ment and its poli­cies are geared to­wards en­cour­ag­ing longer du­ra­tion loyal work­ing as­so­ci­a­tion with the com­pany.

MER­CHAN­DIS­ING

Rat­nadeep stores are known for their high as­sort­ment. The re­tailer fol­lows a “glo­cal” mer­chan­dis­ing model, which is a com­bi­na­tion of global & lo­cal mer­chan­dise in foods/ non-foods, gro­cery/ sta­ples/ fruits reg­u­lar/ im­ported and spe­cialty fruits/ veg­eta­bles/ house­hold items/ per­sonal care, among oth­ers. The mer­chan­dis­ing strat­egy is uniquely planned keep­ing in mind the avail­abil­ity of prod­ucts as per the lo­ca­tion of stores and their catch­ment seg­men­ta­tion. The as­sort­ment of all SKUS put to­gether is roughly 20,000 plus.

MAR­KET­ING & PRO­MO­TIONS

Mar­ket­ing ac­tiv­ity in­cludes reg­u­lar pro­mos’ com­mu­ni­ca­tion through re­puted me­dia ve­hi­cles like news­pa­per/ ra­dio/ web/ SMSES, etc. The stores are po­si­tioned as of­fer­ing the best cus­tomer friendly pro­mo­tions and ex­cel­lent as­sort­ment/ prod­uct mix with fresh­ness as the key fea­ture.

CUS­TOMER SER­VICE

Cus­tomer ser­vice is well taken care of by at­tend­ing to the cus­tomers at bays/ lo­ca­tions to help them pick the prod­ucts and con­ve­niently get through the billing process at mul­ti­ple coun­ters. The stores have sev­eral billing coun­ters to fa­cil­i­tate quicker move­ment of cus­tomers and set­tle­ment of trans­ac­tions. The store en­vi­ron­ment is cu­rated to max­i­mize the shop­ping ex­pe­ri­ence and de­light cus­tomers through easy ac­ces­si­bil­ity to a rich as­sort­ment and fresh­ness of prod­ucts, and higher ser­vice lev­els.

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