07-05-2012, 12:28 PM
Reliance Retail Limited (RRL)
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Reliance Retail Limited (RRL) is a subsidiary of Reliance Industries Limited, which is based in Mumbai.
RRL was set up in 2006 and marks the foray of the Reliance Group into organized retail.
RRL has been conceptualized to include growth for farmers, vendor partners, small shopkeepers and consumers.
It is based on Reliance’s backward integration strategy, to build a value chain starting from farmers to consumers
Today it operates more than 1,146 stores in over 86 cities, across 14 states and serving over 2.5 million customers every week.
PLACE
The chain’s metro versus smaller cities ratio is 50:50.
The idea is to have stores in areas which do not have much retail presence like Ranchi, Guntur, Belgaum, Patiala etc.
In non-metros, the share of private brands will be higher than external brands. While in metros, the ratio of external brands to private brands is 50:50, in non-metros it is 75:25.
Trade area analysis : before opening a store they make an analysis by offering sale at that place and also look for main competitors.
DESIGN
Different sections for each type of apparels i.e. men clothes , women , kids and accessories.
On the average the size of the store is 12000 to 15000 sq ft.
This is basically the stores vertically type of format i.e. having multiple floors.
Some stores have in stores coffee house like CCD also.
One staff member for floor area of 250-350sq.ft
Separate staffs for premium brand handling