Retail Management

Retailing encompasses the business

activities involved in selling goods &
services to consumers for their personal,
family, or household use.
It includes every sale to the final
consumer – ranging from cars to apparel
to meals at restaurants to movie tickets.
Retailing industry in India
Introduction
 Retailing industry in India contributes 14 to 15% of its GDP
 Indian retail market - US$ 500 billion and one of the top five retail markets in the world by economic value
 93% of the total market dominated by traditional brick & mortar stores, Branded retailing contributes 7%
E- tailing contributes only 0.1%.
 India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population)
By 2018, the Indian retail sector is likely to grow at a CAGR of 13% to reach a size of US$ 950 bn

1600
E-tailing Market E-tailing (% of
1400 76 (5.3%) (USD bn) Retail)
Total Retail
1200 Market size- USD 212 (14.7%)
490 Bn Country 2008 2012 2008 2012
1000

E-Tailing US 140 225 3.60% 5%

800
Branded Reatiling
600 0.6 (0.1%) Traditional Retailing
1152 (80%)
34 (6.9%)
400 UK 65 85 8.60% 13%

455 (93%)
200

0
CHINA 16 180 1% 6%

2012
2021
Source: Technopak Analysis; * Retail market size for 2021 is at Source: US Department of Commerce, Centre for Retail Research, China Ministry of
nominal growth Commerce
Evolution of Indian retail
Historic/Rural Traditional/Pervasive Government Modern Formats/
Reach Reach Supported International

Exclusive Brand Outlets

Hyper/Super Markets
Department Stores
Shopping Malls

PDS Outlets
Khadi Stores
Cooperatives

Convenience Stores
Mom and Pop/Kiranas

Weekly Markets
Village Fairs
Melas

Source of Neighborhood Availability/ Low Shopping

Entertainment Stores/Convenience Costs / Experience/Efficiency
Distribution
Which Makes Indian Retail an Attractive
Market

India tops the Global Retail Development Index

 Retail Functions in Distribution
Final
Manufacturer Wholesaler consumer
Retailer

A Typical Channel of Distribution

Manufacturer
Brand A Brand A
Wholesaler customers
Manufacturer
Brand B
Brand B
Retailer customers
Manufacturer Brand C
Brand C customers
Wholesaler
Brand D
Manufacturer
customers
Brand D
Retailers role in sorting process
 Retail Functions in Distribution contd..
Retailers often act as the contact between manufacturers, wholesalers, & customers.
Retailers collect an assortment (variety) from various sources, buy in large quantity, & sell in
small amount. This is sorting process.
Retailers communicate with customers, wholesalers & manufacturers.
Shoppers learn about the availability & characteristics of goods & services, store hours, sales
etc., from retailers advt., sales people & displays.
Manufacturers & wholesalers are informed by their retailers with regard to sales forecast,
delivery delays, customer complaints, defective items, inventory turnover and so on..
Many goods & services have been modified due to retailer feedback.
For small suppliers, retailers provide assistance by transporting, sorting, marketing,
advertising, & pre-paying for the products.
Retailers also complete transactions with customers i.e., having convenient locations, filling
order promptly & accurately, & processing credit purchase.
Some retailers also provide customer services such as gifts wrapping, delivery, & installation.
To be more appealing, many firms engage in multi-channel retailing i.e., multiple point of
contact like physical stores, websites, mail-order catalogs etc.
 The Retailing Concept
Customer
orientation

Coordinated effort
Retailing
concept Retail Strategy

Value- driven

Goal orientation

Customer orientation - The retailer determines the attributes & needs of its customers
& endeavors (take action) to satisfy these needs.
Coordinated effort - The retailers integrates all plans & activities to maximize
efficiency.
Value-driven - The retailer offers good value to the customers, whether it be upscale
(expensive) or discount i.e., “appropriate pricing” for goods & customer service.
Goal oriented - The retailer sets goal & uses its strategy to attain them.
The Special Characteristics of Retailing
The average amount of a sales transaction for retailers is much less than
manufacturers.
This low amount creates the need to tightly control the cost associated with each
transaction like sales personnel, credit verification, & bagging.
To maximize the no. of customer the retailer has to emphasize more on ads & special
promotions.
Increase impulse sales by more aggressive selling.
Final consumers make many unplanned or impulse purchases.
Large %age of consumers do not look at ads before shopping.
They do not prepare shopping list.
Make fully unplanned purchases.
This indicates the value of in-store displays, attractive store layouts, & well organized
stores, catalogs, & website.
Retailer’s ability to forecast, budget, order merchandise, & sufficient personnel on the
selling floor becomes difficult.
The Special Characteristics of Retailing
Retail customers usually visit a store, even though mail, phone, & web sales has
increased.
Most retail transactions happen in stores & will continue in future.
Many people like to shop in person, want to touch, smell, and/or try on products.
Many people to browse for unplanned purchases.
They feel more comfortable talking a purchase home with them than waiting for a
delivery.
Desire privacy while at home.
Retailers must work to attract shoppers to stores & consider such factors such as store
location, transportation, store hours, proximity (nearness) of competitors, product
selection, parking & ads.
 The wheel of retailing
It was proposed by Malcomb McNair at Harvard University.
It is basically a theory of cyclical or circular development.
The wheel of retailing concept describes how retail
institutions transform during their evolutionary life cycles.
The wheel of retailing
 The wheel of retailing
1. New retailers often enter the market place with low
prices, margins, and status. The low prices are usually
the result of some innovative cost-cutting procedures
and soon attract competitors.

2. With the passage of time, these businesses strive to

broaden their customer base and increase sales. Their
operations and facilities increase and become more
expensive.
 The wheel of retailing
3. They may move to better up market locations, start
carrying higher quality products or add services and
ultimately emerge as a high cost price service retailer.

4. By this time newer competitors as low price, low margin,

low status emerge and these competitors too follow the
same evolutionary process.

5. The wheel keeps on turning and department stores,

supermarkets, and mass merchandise went through this
cycles.
The wheel of retailing
The wheel of retailing
 Classification of Retail Institutions
Nonstore-based
retail strategy mix
Store-based retail & nontraditional
Ownership
strategy mix retailing

• Independent • Convenience store • Direct marketing

• Chain
• Franchise
• Leased department
• Vertical marketing system
• Consumer cooperative
• Conventional supermarket • Direct selling
• Food-based supermarket • Vending machine
• Combination store • World wide web
• Box (limited line) store (WWW)
• Warehouse store
• Specialty store
• Variety store
• Traditional department store
• Full-line department store
• Off-price chain
• Factory outlet
• Membership club
• Flea (louse) market
 Retail Institution by Ownership
• Ownership format serves a marketplace niche.
Independent retailers capitalize on a very small targeted customer base & please
shoppers in a friendly, folksy (simple) way. Word-of mouth communication is
important. These retailers should not try to serve too many customer & enter into
price wars.
Chain retailers benefit from widely known image, economies of scales (i.e. cost
advantages that a business obtains due to expansion), & mass promotion possibilities. They
should maintain their image chain wide & not be inflexible in adapting changes in the
marketplace.
Franchisors have strong geographic coverage & motivation of the franchisees as
owner-operators. They should not get bogged down in policy disputes with franchisees
or charge excessive royalty fees.
Leased departments enable store operators & outside parties to join forces & enhance
the shopping experience, while sharing expertise & expenses. They should not hurt
the image of the store or place too much pressure on the lessee to bring in store
traffic.
A vertically integrated channel gives a firm greater control over sources of supply, but
it should not provide consumers with too little choice of products or too few outlets.
Cooperatives provide members with price savings. They should not expect too much
involvement by members or add facilities that raise costs too much.
 Independent Retailer
An independent retailer owns one retail unit.
Advantages
There is flexibility in choosing retail formats, location, assortment (variety), prices,
hours etc., & devising strategy based on the target customers.
Investment costs for leases, fixtures, workers, & merchandise can be brought down.
There is no duplication of stock or personnel function. Responsibilities are clearly
delineated (defined) within the store.
Independents frequently act as specialist in a niche of the particular goods/services
category. They are then more efficient & can lure (attract) shoppers interested in
specialized retailers.
Independents exert strong control over their strategies, & the owner-operator is
typically on the premises. Decision making is centralized & layers of management
personnel are minimized.
There are certain image attached to independents, particularly small ones, that
chains cannot readily capture.
Independents can easily sustain consistency in their efforts because only one store is
operated.
Independents have “Independence”. No meetings, union, stockholders & labor unrest
etc.
Entrepreneurial drive.
 Independent Retailer
Disadvantages
Less bargaining power with the suppliers as they buy less quantity.
Cannot gain economies of scale (i.e. cost advantages that a business obtains
due to expansion) in buying & maintaining inventory. Transportation,
ordering, & handling costs are high.
They are limited to certain media for advt. because of financial
constraints.
Family-run independents is overdependence on the owner. It is difficult
to keep it up & running.
Limited time allotted to long-run planning, since owner is intimately
involved in day-to day operations.
 Chain Retailer
Chain retailer operates multiple outlets (store units) under common ownership. It
usually involves in some level of centralized purchasing & decision making.
Apollo Pharmacy , Food world etc
The first chain store was A&P (Atlantic & Pacific)
Advantages
Many chains have bargaining power due to their purchase volume. They receive new
items when introduced, have orders promptly filled, get sales support, & obtain volume
discounts.
Chains achieve cost efficiencies when they buy directly from the manufacturers & in large
volumes, ship and store goods, & attend trade shows sponsored by the suppliers to learn
about new offerings. They can sometimes bypass wholesalers.
Efficiency is gained by sharing warehouse facilities; purchasing standardized store
fixtures; centralized buying & decision making etc. Headquarters have broad authority for
personnel policies & for buying, pricing, & advt. decisions.
Computerized ordering merchandise, inventory, forecasting, sales, & bookkeeping. This
reduces overall costs.
Take advantage of variety of media from print to electronic.
Detailed & clear responsibility for employees with available substitute incase any
employee is retiring or quitting.
Spend considerable time in strategic planning. Opportunity & threat are closely
monitored.
 Chain Retailer
Disadvantages
Flexibility may be limited. Consistent strategies on pricing, promotions,
& product variety must be followed throughout all units which may be
difficult to adapt to local diverse market.
Investment is high due to infrastructure & store as multiple store has to
be stocked.
Managerial control is complex due to geographically dispersed branches.
Limited independence to the personnel.
 Franchising
Franchising involves a contractual arrangement between a franchisor (a
manufacturer, wholesaler, or service sponsor) & a retail franchisee, which
allows the franchisee to conduct business under a established name &
according to a given pattern of business.
The franchisee pays an initial fees & a monthly %age of the gross sales in
exchange for the rights to sell goods & services in an area.
A franchisee operates autonomously in setting store hours, chooses a location,
& determines facilities & displays.
McDonalds, Pizza Hut, Bata
Three structural arrangements dominate retail franchising
Manufacturer-retailer – A manufacturer gives independent franchisees the right to sell
goods & related services through licensing agreement. (Eg., Auto/truck dealers like GM,
Petroleum products dealers like IOC).
Wholesaler-retailer
Voluntary - A wholesaler sets up a franchise system & grants franchises to individual
retailer. (Eg., Auto accessories stores, Consumer electronics stores).
Cooperative – A group of retailers sets up a franchise system & shares the ownership
& operations of a wholesaling organization. (Eg., Food stores).
Service sponsor-retailer – A service firm licenses individual retailers so they can offer
specific service packages to customers. (Eg., McDoland’s).
Advantages of Franchisees
They own a retail enterprise with a relatively small capital.
They acquire well-known names & goods/services lines.
Standard operating procedures & management skills may be taught to them.
Cooperative marketing efforts (like national advt.) are facilitated.
They obtain exclusive selling rights for specified geographical territories.
Their purchases may be less costly per unit due to the volume of the overall franchise.

Disadvantages of Franchisees
Oversaturation could occur if too many franchisees are there in one geographical area.
Due to overzealous selling by some franchisors, franchisees’ income potential, required
managerial ability, & investment may be incorrectly stated.
They may be locked into contracts requiring purchases from franchisors or certain
vendors.
Cancellation clauses may give franchisors the right to void agreement if provisions are not
satisfied.
In some industries, franchise agreements are of short duration.
Royalties are often a %age of gross sales, regardless of franchisee profits.
Advantages of Franchisors
A national & global presence is developed more quickly & with less franchisor investment.
Franchisee qualification for ownership are set & enforced.
Agreement require franchisees to abide by stringent operating rules set by franchisors.
Money is obtained when goods are delivered rather than when goods are sold.
Because franchisees are owners & not employees, they have greater initiative to work
hard.
Even after franchisees have paid for their outlets, franchisors receive royalties & may sell
products to the individual proprietors.

Disadvantages of Franchisors
Franchisees harm the overall reputation if they do not adhere to company standards.
Lack of uniformity among outlets adversely affects customer loyalty.
Intra-franchise competition is not desirable.
The resale value of individual units is injured if franchisees perform poorly.
Ineffective franchised units directly injure franchisors’ profitability.
Franchisees, in greater number, are seeking to limit franchisors’ rules & regulations.
 Leased Department
A leased department is a department in a retail store – usually a department,
discount, or specialty store – that is rented to outside party.
The leased department proprietor is responsible for all aspects of its business
& normally pays a %age of sales as rent.
The store sets operating restrictions for the leased department to ensure
overall consistency & coordination.

Advantages (from the stores’ prespective)

The market is enlarged by providing one-stop customer shopping.
Personnel management, merchandise displays, & reordering items are undertaken by
leases.
Regular store personnel do not have to be involved.
Leased department operators pay for some expenses, thus reducing store costs.
A %age of revenue is received regularly.
Disadvantages (from the stores’ prespective)
Leased department operating procedures may conflict with store procedures.
Lessees may adversely affect the stores’ image.
Customers may blame problems on the store rather than on the lessees.
Advantages for Leased department operators
Stores are known, have steady customers, & generate immediate sales for leased
departments.
Some costs are reduced through shared facilities like security equipment & display
windows.
Their image is enhanced by the relationships with popular stores.

Disadvantages for Leased department operators

There may be inflexibility as to the store hours they must be open & the operating
style.
The goods / services lines are usually restricted.
If they are successful, the store may raise rent or not renew leases when they
expire.
In-store locations may not generate the sales expected.
 Vertical Marketing System
A vertical marketing system consists of all the levels of independently owned businesses
along a channel of distribution.

Type of channel Channel Functions Ownership

Independent system Manufacturing Independent manufacturer
• Manufacturers or retailers are small
• Intensive distribution is sought
• Customers are widely dispersed Wholesaling Independent wholesaler
• Unit sales are high
• Company resources are low Retailing Independent retailer
• Channel members share costs & risk
• Task specialization is desirable

Partially integrated system Manufacturing Two channel members own all

• Manufacturers & retailers are large facilities & perform all
• Selective or exclusive distribution
• Unit sales are moderate Wholesaling functions.
• Company resources are high
• Greater channel control is desired Retailing
• Existing wholesalers are too expensive
or unavailable

Fully integrated system Manufacturing All production & distribution

• Firm has total control over its strategy functions are performed by
• Direct customer contact
• Exclusive offerings Wholesaling one channel member.
• System is costly & requires lot of
expertise Retailing
 Consumer Cooperative

A consumer cooperative is a retail firm owned by its customer members.

A group of customers invests, elects officers, manages operations &
share profits.
They account for tiny piece of retail sales.
Cooperatives are formed because they think they can do retailing
function, traditional retailers are inadequate & prices are high.
They have not grown because consumer initiative is required, expertise
may be lacking, expectations have frequently not been met, & boredom
occurs.
Eg: Indian Coffee House, Kudambashree
 STORE FORMAT BY LOCATION
1. High Street Format
• It is Located in busy shopping area.
• Area is less than 2000 square feet.
• No parking facility
• Focused Merchandised Category
• Example: M. G. Road in Bangalore
 2.DESTINATION FORMAT

• Huge Parking space

• Wide merchandise category
• They are Independent retail store with
alluring proposition for the customer to
visit the store with the primary intention
of shopping there
 3. CONVENIENCE STORE
Located in the catchment area of target customers
Extended hours of operation
Less than 5000 square feet
24X7 convenience stores situated close to homes to
generate high footprints
snacks, grocery type items & confectionary
Merchandise include: beverages, ready to eat
These store carry a limited stock of daily use goods
with a special focus on food products eg. In & Out
petrol pump outlets.
 CLASSIFIACATION BASED ON
MERCHANDISE OFFERED
FOOD ORIENTED RETAILERS

CONVENIENCE STORES:
It is usually a food-oriented retailer that is well located, is open for
long hours and carries a moderate number of items. This type of
retailer is small, has average to above average prices and average
services and average atmosphere.
Milk, eggs, bread, newspaper, tobacco products, soft drinks,
magazines, video rentals, etc are the major category occupants.
Store size ranges from 3000 to 8000 sq. ft.
Ex. Mom n Pop stores.
 CONVENTIONAL SUPERMARKET
These are large, low cost, low margin, high volume, self service
retailers designed to meet the needs for food, groceries and other non-
food items.
They rely on high inventory turnover. Their profit margins are low.
The size of the store ranges from 8000 to 20000 sq. ft.
Ex. Kroger, Safeway, Foodworld, Adani supermarket, Subhiska,
Nilgiri’s, Reliance Fresh.
 COMBINATON STORE
A combination store combines supermarket and general
merchandise sales in one facility.
25-40% revenues from general merchandise.
They are from 30000 to 100000 sq feet.
the combination of economy supermarket with discount
department store is called super center.
Examples: Wal-mart, K-mart.
 HYPERMARKET
•Also called as supercentre, this format is a blend of economy
supermarket with discount department store.
•They offer both food and non-food items like grocery, clothes,
jewellery, cycles, sports items, books, CDs, furniture, etc.
•This format was pioneered by Carrefour in France.
•This ranges from 100000 to 3,00,000 sq. ft.
•The cheapest price will normally be found in these stores.
•Across the world hypermarkets are a part of retail park with other
shops, cafeteria and restaurants.
•Other facilities include photo processing shop, pharmacy shops.
•They are usually located in the outskirts of major towns and cities.
Ex. LuLu, Big Bazaar, Adani Hypermarket.
 BOX STORE
This is a food based discounter that focuses on a small section
of items, moderate working hours, few services and limited
manufacturer’s brands.
They have less than 1500 SKUs.
Items are displayed in cut cases.
Customers do their own bagging.
They aim to price at 20-30% below supermarkets.
Example: Aldi.
 WAREHOUSE STORE
•A warehouse store is a food-based discounter offering a moderate number
of food items in a no frill setting.
•They appeal to one stop shoppers.
•These stores concentrate on special discount purchases from manufacturer
brands. They use cut-case displays, provide little service, post prices on
shelves and are located in industrial districts.
•Potential problem is lack of brand continuity.
•They temporarily or permanently run out of brands.
•Here customers pack their own goods.
•They work on volumes and their gross margins are far lower than
supermarkets or hypermarkets.
•Largest stores are called super warehouse.
•Their sizes can be 15000 to 50000 square feet.
Ex. Cub Foods
 GENERAL MERCHANDISE RETAILERS
SPECIALITY STORE
•A specialty store concentrates on selling one product/ service line such as
apparel and accessories, toys, furniture. They have a deep assortment in their
chosen category and tailor their strategy to selective market segment.
•Personal attention, store ambience and customer service are the prime
importance to the retailer.
•They operate in an area which is under 8000 sq. ft.
•Ex. The Gap, Mango, Levis, Wills Lifestyle, Big & Tall, Adidas, Nike, Style
Spa, Proline fitness station.
 CATEGORY KILLERS
Also called as Power Retailer.
This is a new type of specialty retailer which offers a very large
selection of chosen category .
They stock deep and dominate the chosen category.
Ex. Planet Sports, , Nalli Sarees, Sales India, Croma, Reliance Digital
 DEPARTMENT STORE
TRADITIONAL DEPARTMENT STORE:
•The first department stores “Bon Marche” was set up in 1852 in
Paris

•A traditional department store is a large retail unit with an

extensive assortment of goods and services that is organized into
separate departments for buying, promotion, customer service and
control.
•They generally serve as anchor stores in malls and is usually part of
a chain.
•Apparel and home furnishing are the two
most common product categories.
•Size varies from 20,000 to 40,000 sq. ft.
 DEPARTMENT STORE…
Merchandise quality is moderate to quite good. Pricing is moderate to above
average. Customer service is medium to high level.
Ex. Marks & Spencer, Sears, J.C. Penny, Westside, Pantaloons, Shopper’s Stop,
Lifestyle.
Department stores usually sell clothing, furniture, home appliances, toys,
cosmetics, gardening, toiletries, sporting goods, do it yourself, paint, and
hardware and additionally select other lines of products such as food, books,
jewelry, electronics, stationery, photographic equipment, baby products, and
products for pets.
 FULL-LINE DISCOUNT STORE

It conveys the image of high volume, low cost, fast turnover outlet
selling a broad merchandise for less than conventional prices.
Products are sold via self service.
Non durable goods feature from private brands and durable goods
are from well known national brands.
Less fashion sensitive merchandise are carried.
Ex. Wal-Mart.
 DOLLAR STORE/ VARIETY STORE
US based My Dollar Store started operation in Mumbai
through franchise arrangement with Sankalp Retail Value.
Floor Space: 4000 Sq. Feet
Apparel, Accessories, costume jewellery, small wares, toys etc in
price range. Normally inexpensive
 Merchandise: Cleaning, Health & Beauty, Hardware,
 Plastic ware, Kitchen ware & confectionary etc.
 OFF-PRICE CHAIN
An off-price chain features brand name, sometime designer labels
of women wear, cosmetics, accessories, footwear,etc and sell them
at every day low prices in an efficient, limited service environment.
They have centralized check-outs, no gift wrapping and charge
separately for alterations.
40 to 50% less price as compare to department store
Ex. T.J. Maxx
 FACTORY OUTLET
A factory outlet is a manufacturer-owned store selling manufacturer
closeouts, discontinued merchandise, irregulars, cancelled orders and
sometime in season fresh merchandise at at lower rate.
They sell merchandise at up to 60% less than MRP due to low
operating cost, low rent, limited display and cheap fixtures.
Also sell in cartons.
Ex. Levis factory outlet, Pantaloon factory outlet, etc.
 MEMBERSHIP CLUB
A membership club is a retail format where consumers have to be
members to be able to buy merchandise at a wholesale price.
Here the members pay a certain amount of annual fee.
Their operating strategy includes inexpensive isolated locations,
opportunistic buying, little or no advertising, plain fixtures, wide
aisles, very low prices.
Big Bazar wholesale club
Merto
Ex. Sam’s and Costco
 FLEA MARKET
A flea market has many retail vendors offering a range of products
at discount prices in plain surroundings.
They are located in non-traditional sites like stadiums,
racetracks,etc.
Here, individual retailers rent space on a daily or weekly basis.
At any flea market, price haggling are encouraged.
Ex. Rose Bowl
 CATALOGUE SHOWROOMS
A catalogue retailer specializes in hard goods such as houseware,
jewellery, consumer electronics.
The customer walks into this retail showroom and goes through the
catalogue of the product that would like to purchase.
The product is then arranged to be bought from the warehouse for
inspection and purchase.
Ex. Argos, Service Merchandise and Best Products.
 Selected Retail
Positioning Strategies
FIGURE 17-6 Forms of nonstore retailing
 NON-STORE RETAILING

DIRECT MARKETING:
Is a form of retailing in which a customer is first exposed to goods
or service through a non personal medium such as direct mail,
newspaper, broadcast or television and then orders are placed by
mail, phone or computer.
There are three forms:
1. Mail order retailing/ catalogue retailing.
2. Television retailing.
3. E- tailing
 DIRECT SELLING
Direct selling includes both personal contact with consumers in their
homes and offices and phone solicitations initiated by a retailer.
1500 crore market in India growing @ 28% p.a.
Profile of products purchased from Direct Selling: (IN %)
HOUSEHOLD GOODS 68.9
PERSONAL CARE PRODUCTS 12.4
FAMILY PRODUCTS 14.4
BUSINESS AIDS 3.59
FOOD PRODUCTS 0.71

Ex. Oriflame, Amway, Avon, Herbalife, Tupperware, Eureka Forbes

Controlled by IDSA.
AUTOMATED
VENDING Ex. Nescafe Coffee,
coke

E-Tailers
 Nontraditional Retailing

 Nontraditional retailing also includes formats

that do not fit into store and nonstore-based
categories:
 Video kiosks
 Airport retailing

6-59
 VIDEO KIOSKS
The video kiosk is a free standing, interactive, electronic
computer
That displays products and related information on a video screen.
It often uses a touch screen for consumers to make selection.
Example: McDonald, Wills Lifestyle.

 Some kiosks are located in stores to

enhance customer service; others let
consumers place orders.
 There are 2.2 million video kiosks in
use throughout the world, nearly 1
million of which are Internet-
connected.
 Airport Retailing
 Large group of prospective shoppers
 Captive audience
 Strong sales-per-square-foot of retail space
 Strong sales of gift and travel items
 Difficulty in replenishment
 Longer operating hours
 Duty-free shopping possible
Airport Retailing and Starbucks

Retail Mgt. 11e (c) 2010 Pearson Education, Inc.

publishing as Prentice Hall 6-62
62
1,65,000 sq. ft. built-up area
Multi - screen cinema
Food court and specialty
restaurants
2 large banquet halls for
marriages, parties and
innovative exhibitions
Wedding related service providers
Centrally air-conditioned
100% power back-up
Multi level parking space.
Huge atrium
Escalation-free price
Freehold complex
Timely possession with penalty
clause
High-tech security system
Designated usage for optimum
product mix
Environment friendly
•Location: On NH-8, near 32 Milestone, Gurgaon.
•Senior Auto Mall presents a distinguished array of facilities that
include:
•Approx. 5 lakh sq. ft. of reverberating arena.
•Conceived over 4.5 acres of land.
•Exhibition arenas spread across 10 storeys
•Four dedicated lifts for vehicle transportation
•Escalators and elevators for customer movement
•Centralized fire security systems
•Round-the-clock power supply.
•Security and monitoring
•Rooftop test-driving facility.