Omni Channel for better customer experience and retail Profitability, Arvind Internet, IIP Report, Industrial Internship, Retail Report, Internship Project, Brief Introduction to Omni channel

1. Industry Internship Project
2017 – 19
Batch
Omni Channel for better
customer Experience and retail
Profitability
Submitted
by:
Name of the Student: Kunal Mittal
Roll No.:1719PGDM0849
Program:PGDM Marketing
Batch: 2017-19
Name of the Faculty Guide: Prof. JosrajArakkal
Name of the Company: Arvind Internet
Name of the Company Guide: Mr. PratikshitPandey
Company Guide Designation: Regional SalesManager
Institute for Technology and Management
Plot No. 25 / 26, Institutional Area,
Sector – 4, Kharghar, Navi Mumbai

2. Acknowledgement
On the very outset of this report, I would like to extend my sincere &
heartfelt obligation towards all the personages who have helped me in
this endeavour.
Without their active guidance, help, cooperation & encouragement, I
would not have made headway in the project.
I am ineffably indebted to MR. Pratikshit Pandey for conscientious
guidance and encouragement to fulfil all my duties as a part of this
internship Successfully.
I am extremely thankful and pay my gratitude to my faculty guide Prof.
Josraj Arakkal for his valuable guidance and support on successfully
completion of this project.
A Special thanks to Arvind Tech Support for their great support.
I extend my gratitude to ITM College for giving me such an
opportunity, to face market and have new learnings.
I also acknowledge with a deep sense of reverence, my gratitude
towards my Parents and all the Teachers, who has always supported me
morally as well as economically.
Last but not least gratitude goes to all of my Friends who directly or
indirectly helped me to complete this project report successfully.
Thanking You
Kunal Mittal
Date: 7th September 2017
Place: Navi Mumbai

3. Contents Page
No.
1. Certificate from company guide. 4
2. Executive Summary 5
3. Introduction 9
4. Details of The Organization 11
5. Tasks Performed 20
6. Conclusions
35
7. Recommendations
36

4. Executive Summary
The internship report on Arvind Internet Limited (AIL):
The Objective of the study was to understand how a customer feels
delighted on getting a good experience & to analyse the problems
associated with Omni retail & to recommend ideas to overcome the
problems faced by different brands. Both Primary & secondary data is
used to prepare this report.
This report is divided in to five chapters. The first chapter of this
study deals with introduction that presents the objectives,
methodology, scope and limitations of the study. The second chapter
of the study deals with the details of the organisation. The Third
chapter is about the analysis. The forth chapter is about the findings
and conclusions. The fifth chapter is about recommendations which
are drawn by analysis of the whole study.

5. Introduction
Industrial Internship Programme
The iconnect IIP is a concept-based learning designed to integrate industry
training and academics into an experiential learning for students. The entire
industry immersion programme was full of valuable opportunities that gave us
greater insight to the Indian markets and made us learn the key elements effecting
“Retail”. “Pitching is the sound of Retail” On the one hand visual merchandize
makes an impression on us when ever we see clothes organised in stores on the
other hand an effective pitching plays a crucial role while having a conversation
with a customer standing in store. It plays an essential role while convincing and
changing the mindset of a customer. If a Fashion consultant won’t come in front
asking the customer what he wants? and if he will not pitch the customer in the
direction of gaining a sale then it may be possible that the customer may turn
buying nothing from store.
As a part of industrial internship programme I was working with Arvind internet
assigned with the responsibilities of an Area Manager for the region of Gujarat.
Task was to ensure that stores pitch for omni channel in the Non- Availability of
an article in store. Now, the question arises what is an Omni Channel.
Omnichannel is a Cross channel Content Strategy that organisations use to
improve their User Experience. Rather than working in parallel, communication
channels and their supporting resources are designed and orchestrated to
cooperate. Omnichannel implies integration and orchestration of channels such
that the experience of engaging across all the channels someonechooses to use is
as, or even more, efficient or pleasant than using single channels in isolation.
Channels like mobile devices, the mobile web, mobile apps, contextual
help, augmented reality, virtual reality, and chatbots are used in addition to
traditional physical and human interaction channels.
Role and responsibilities:
1. Promoting Omni channel for better customer experience and retail
profitability
2. Increase adoption rate for Omni at Stores.
3. Need to ensure stores pitch for Omni Channel in the right direction in the
way of gaining a conversion.
4. Keep a track of MTD, YTD Performance, sending performance snapshots
communicating with Brand Area sales managers and visiting stores along
with filling Checklists: Sending MIS reports will inform the brands about
their till date performance so that they can brief their stores on next plan of
action.

6. 5. Taking Care of pending pickups, pending Deliveries, OOS (Out of stock)
issues, Refund Cases, reassigning no store to service orders:These were of
prime concern as these were regarding orders already placed. Taking care
of pending pickups and pending deliveries was necessary to ensure that
product reaches on time at customer doorsteps
6. Training Stores to place, fulfil and handover consignments: Training of
stores was essential so that stores get fully conversant with steps ofplacing
and fulfilling orders
7. Making new stores live onboard by providing them Training & attending
monthly review meetings.
Targets Month wise:
 In the month of April, we were given Online training from Companies
training Guide Mr. Umar Hassan he trained us on how to place orders?
and how to fulfil them, month of April end up with us starting visiting
stores as mystery customers.
 In the month of May, we were assigned the task of achieving atleast 1%
adoption for Omni out of stores total MTD. (Targets were assigned as
per the Discussion with the Brand)
 In the months of June, July & August, projected target was to achieve
2% Omni sale of stores total MTD and EOSS (End of seasonsale) was
from 15 June- 15 August. So, we confronted issues of OOS (Out of
stock), Pending Pickups and delayed deliveries. So, along with ensuring
that stores pitchforomni we need to keep a track ofpickups and delayed
deliveries to avoid issues at the front end (Stores). (Targets were
assigned as per the Discussion with the Brand)
Problems faced at the time of EOSS
 Pending Pickups was a major concern as this may lead to delay
deliveries resulting into customer complaints of not getting the product
on time. Issues of OOS (Out of stock)need to be considered, so that we
can inform the customer regarding non-availability of their ordered
product because of out of stock.
 Heavy Crowd on stores made it difficult for the stores to place orders
and as we were expecting 2% adoption of stores total sales MTD. So,
every single order was Important.
 Heavy Crowd also resulted in increased pickfails because though store
is having the product in good quality but because of heavy crowd on

7. floor they find it difficult to attend orders assigned resulting into
pickfail.
Solutions to Above Problems:
 Problem of pending Pickups, and OOS was solved after having a
conversation with the stores: Sometimes because of heavy crowd
stores finds it difficult to attend orders resulting into pick fail and
thus, Consignment goes OOS Considering non-attending stores as
not having stock. So, this problem was solved by calling stores and
asking them whether they have inventory or not and if they have we
used to ask tech support to reassign that consignment to that store.
 Problem of pending pickups was resulting into delayed deliveries
becausestoreused to QC pass the consignment but doesn’t make the
consignment ready for pick up as a result the entire process gets
hindered. This issue was also solved bycontacting stores and asking
them to make the shipment ready for pickups this was done with the
help of tech support they used to share a report of pending pickups
to all area managers.
 Problem in placing orders because of heavy crowd on floor was
solved by floating an ordering sheet. Stores used to fill in details for
the products to be ordered and we place the orders from our end…
 Logistics was a big challenge as the delivery time was more than 3
to 4 days and stores finds it difficult to convince a customer for the
same.
ORDERING SHEET
DesignedDrop
Box for stores
Comfort.

8. Details of Organisation
Introduction
Sector-Retail
Retailis the process ofselling consumer goods orservices to customers through
multiple channels of distribution to earn a profit. Retailers satisfy demand
identified through a supply chain. The term "retailer" is typically applied where
a service provider fills the small orders of a large number of individuals, who are
end-users, rather than large orders of a small number of wholesale, corporateor
government clientele. Shopping generally refers to the act of buying products.
Sometimes this is done to obtain final goods, including necessities such as food
and clothing; sometimes it takes place as a recreational activity. Recreational
shopping often involves window shopping and browsing: it does not always
result in a purchase.
Retail markets and shops have a very ancient history, dating back to antiquity.
Some of the earliest retailers were itinerant peddlers. Over the centuries, retail
shops were transformed from little more than "rude booths" to the sophisticated
shopping malls of the modern era.

9. Arvind Limited (formerly Arvind Mills) is a textile manufacturer and
the flagship company of the Lalbhai Group. Its headquarters is
in Naroda, Ahmedabad, Gujarat, India. It has units at Santej (near Kalol). It
manufactures cotton shirting, denim, knits and bottom weight (khaki) fabrics. It
has also recently ventured into technical textiles when it started Advanced
Materials Division in 2011. It is India's largest denim manufacturer apart from
being the world’s fourth-largest producer and exporter of denim.
Sanjaybhai Lalbhai is the Chairman and Managing Director of Arvind and
Lalbhai Group. In the early 1980s, he led the 'Reno-vision' whereby the company
brought denim into the domestic market, thus starting the jeans revolution in
India. Todayit retails its own brands like Flying Machine, Newport and Excalibur
and licensed international brands like Arrow, Tommy Hilfiger, through its
nationwide retail network. Arvind also runs three clothing and accessories retail
chains, the Arvind Store, Unlimited and Megamart, which stocks company
brands.
Businesses
 Fabric
 Denim
 Shirts
 Khakis
 Knitwear
 Voile
 Garment exports
 Shirts
 Jeans
 Arvind Brands (owned)
 Flying Machine
 Newport
 Quads
 Ruf & Tuf
 Excalibur
 ls
 Arvind RTW (Exclusively available at The Arvind Stores)
 Arvind Brands (licensed)

10.  Arrow
 Gap Inc.
 Gant U.S.A.
 Tommy Hilfiger
 EdHardy
 Izod
 Cherokee
 Mossimo
 U.S. Polo Assn.
 Nautica
 Aeropostale
 Advanced Materials Division
 EBO (exclusive brand outlet) / The Arvind Store
 Agri
 Telecommunications service provider
 Engineering Arvind Internet
Limited
 Internet
 Real estate
 Mega Mart Retail
 Environmental Solutions
Arvind Internet Limited
A division of Arvind Limited. The online and offline retail worlds are
converging, and for any successfulbrand or retailer an omni channel strategy is
critical for future success. Arvind internet’s proprietary technology stack
connects inventory and customers across the online and offline channels and
provides seamless omni channel journeys for customers. Our software as a
service offering provides a plug and play solution to brands and retailers.
Providing Omni Channel services to external Brands and Arvind brands:
 Mufti
 Converse
 Blackberry’s
 Levi’s
 Soch
TakingCare of External Brands by providing
themOmni Channel forbettercustomer
experience.
 Deal Jeans,Bata,Wildcraft,
Blackberry,Levi’s,Converse,mufti,
Soch……. Many more

11.  Deal Jeans
 Calvein Klein
 Bata
 Wildcraft
 GANT
 Tommy Hilfiger
 Flying Machine
 Edhardy
 Nautica
 Aeropostle
 Arvind Internet’s software-as-a-service offering has been adopted by over 30
leading brands in India.
 AI enables brands to power their primary portals and enable omni-channel
services, such as click-and-collect, 2-hour delivery from store, return-to-store
etc.
 The in-store technology delivers features like save-the-sale and endless aisle,
thereby increasing store productivity and sell-through.
 AI also provides services such as training, CRM, and logistics which helps
brands in their omni-channel transformation journey.
Service Offered
Arvind Internet is a service providing company providing valuable service of
Delivering an article at the doorsteps of the customer at no extra charge
It provides its service when:
1. When Size needed isn’t available
2. When colour needed isn’t available
3. When Style needed isn’t available
4. Offer service of Pan India Gifting
Omni channel service has increased connectivity among stores. It works on “all
inventory one store theory”. It means that a single store will have access to the
inventory of all stores. This will play an essential role in stockliquidation as
well. For e.g. If there are two stores A & B and both the stores have Products of
two different categories alpha and beta out of which one is fast moving at one
store while the same is slow moving on the other. Then store B will have access
to slow moving article of A.

12. Ordering
Fulfilling
(Customer will receive product at door steps)
Order is placed using a link (Ordering Store)
www.som.omuni.com
Using a user name and Password Stores will Log in to their Digital Catalogue
Fast moving Fast MovingSlowMoving Slow Moving
CustomerDemand
Enter Log Indetails

13. Scan or manually
type Barcode
SelectSize and
thenAddto Bag
Digital Catalogue

14. Order is Fulfilled using a link (Fulfilling Store)
www.oms.omuni.com
Log in Customer:
 New customer
needstoregister
 Oldcustomer
directlogin
 Change Pincode
 AddAddress
 AgentName
 ApplyPromo
 Choose Standard
DeliveryorCollect
fromstore
Choose Mode of
Payment
Place Order

15. Steps of fulfilling
Log in Using Username and password
Click on Assigned
Click on Consignment Id
Scan Barcode if available
Qc Pass or Reject Consignment
Rejection Reason if rejected
Packing Type
Print Invoice

16. ice

21. Out of these copies:
 One will be handed over to the courier boy
 One will be kept as a proof (Manifesto copy with Signatures)
 One will be put in Kangaroo Pocket above packet.

22. Tech Support Jira for raising tickets of tech Issues
Requests Made:
Following requests were made and each request is given a ticket
number starting with TES-1015

23. Tech-support helped us dealing with tech issues:
 Style visibility issues
 Promos Not reflecting
 Refund
 Cancellation of orders
OrganisationalGrowththrough various parameters over time
 Increase in the number of brands
 Increase in Positions of Hierarchy
 Increase in the number of employees
 Improved Logistics services
 Launched Omuni.one application making ordering much easier
 Prompt Replies from Tech support
 Out of 19 stores of Levi’s in Gujarat 17 stores are onboard.
 Blackberry New stores are coming in
 Sochand Deal Jeans stores of Gujarat Region are live now
 Adoption rate has increased to more than 2% of Stores MTD
 Levi’s Store CG ROAD Ahmedabad Placed Orders for Items in a single
Day
 This EOSS (End of Season Sale) Levi’s Chased a dream of Placing 1000
Item Orders in a month.

24. Task Performed:
Task Assigned
 This Month (July) Target was to ensure 2% adoption Rate whereas Stores
end with more than 5%.
 To Keep a check on fulfilments.
 Keeping a check on Pickups, assignment of AWB numbers and timely
delivery
 Sending MTD snapshots in WhatsApp groups and informing them about
month till date performance
 Ensuring Availability of inventory, Style & sizes on SOM(StoreInterface)
 Regular Visits on the stores and solving their issues regarding fulfilment
and ordering.
 Taking Care of split orders.
 Taking Follow up of orders placed and even raise mails for priority
delivery.
 Since July was EOSS Period so we were supposed to take care that all the
promocodes are live and reflecting on SOM also takes care of their
application on orders.
 Assigned with the responsibility of OOS Issues & Pending Pickups
 Discussing brands performance with respective ASM’s and making them
to keep a check on weekly basis
 Attending Brands MRM (Monthly Review Meeting)
 Filling Check list for all brands
 Designing Certificates for external brands.
 Taking Care of AL VL brands also. “Arrow, Gant, Nautica, Tommy
Hilfiger, Flying Machine
 Training Of a new brand. (Deal jeans)
 Taking a follow up with logistics team.
 Keeping check on performance of external Brands as well
i) Converse
ii) Blackberry’s
iii)Levi’s
iv) SOCH
v) Deal Jeans
vi) Calvein Klein
vii) Wildcraft, Mufti
 Arranging reverse pickups and initiating refunds for cancelled orders.

25. Task Achieved
 Stores adoption rate improved and increased to 5%
 One of the stores placed 42 items order in a single day and 126 items order
in month of July
 Reduced chances of pickup fails.
 Had a discussion with brands ASM’s and Helped them driving OMNI
Business
 Designed certificates for external brands
 Attended MRM of brands for Omni Discussions
 Took regular follow up for priority orders and ensured that they get
delivered on time.
 Visiting Stores in a routine and ensured they do not face any problem
 Made inventory visible on SM.NNNOW and Solved problems related to
invoices
 Took follow up for timely Delivery and availability of inventory
 Ensured promocodes are reflecting on SOM and applicable as well.
 Kept a regular check on changing offers in the stores.
 Helped stores in placing Orders atthe time ofEOSS byfloating an ordering
sheet.
 Placed orders forthose inventories “Stockofwhich was below cut off with
the help of support”
 Introduced Omuni.one application for stores not having tablets for placing
orders so that they feel comfortable while showing inventory to the
customers on their mobiles.
 Even trained them how to use Omuni.one efficiently for this we provided
them classroom sessions on stores
MIS Report

26. CG ROAD Ordered 42 Items in a single Day, Total Revenue Earned by Gujarat-
674971
Levi’s Top 10 Stores Pan India

27. Mufti Top 10 Stores Pan India
Processoftasks/targets Achieved
 Introduced a new brand “Deal Jeans”.
 Gave a routine visit to both performing as well as non-performing stores
 Raised tickets related to inventory, size and style visibility on AIL
SUPPORT (Tech Team)
 Taking a regular follow up with the store support, tech team and brand for
the inventory updation on sm.nnnow, for the orders placed and for the
timely delivery Especially in case of priority orders
 Took a follow up with store team for OOS and pending pick up cases.
 Floated an “ordering sheet” for the stores to help them place orders and
push their performance.
 Had a conversation with respective ASM’s regarding the issues stores
facing either face to face or on a conference call and pushed them to drive
OMNI Business
 Joined OMNI Discussions of the brand at MRM’s.
 Gotmany Promocodes reflected on SOMthose were live in stores but non-
reflecting on interface by raising tickets for the same and taking a follow
up for the tickets raised.
 Raising mails for priority delivery in case of urgency
 Taking a follow up for orders placed
 Taking a follow up in case of return and refund issues
 Updated contacts for fulfilment notifications
 Informed stores for fulfilment by calling them or by sending messages.
 Motivated store staff for improving their performance

28.  Sent Snapshots of MTD Performance in WhatsApp groups of all brands
keeping them informed about their performance and motivating them to
improve their MTD, WTD.
 Even snapshots of TOP 10 Stores pan India to make them feel motivated
to be one of them.
 Placed Orders forinventories below cutoffbytaking an approvalvia mails.
 Visited AL/VL stores and took care of issues they are facing.
 Cancelled orders placed by mistake or wrong orders, Even helped stores to
cancel their POS bills and inward their stock.
 Assisted Training of wildcraft.
Takeawaysand Learnings
 Performance of a store depends upon various parameters we cannot judge
a store on a particular parameter or a perception
 Even if a store is at a prime location but the same brand is available in the
shoppers stop selling products at a discounted price does affect the
performance of the store.
 Though the walk ins are good at the time of EOSS but still they feel it
difficult to place orders because of heavy crowd in stores
 There are more chances of driving omni Business at the time of EOSS
because of Cut sizes.
 If more than one storeof the same brand is available in a city it does affect
performance of each store
 Discount offers and free gift Schemes does affect performance
 Pitching is the sound of retail if it sounds good performance will improve
what matter is how FC pitch.
 Most importantly walk ins
 Found staff as shirker by nature they put more pressure on traditional
methods rather that adopting OMNI channel
 Timely delivery, Technical Bugs and inventory visibility continues to be a
big challenge.
 Logistics is the core of omni Business. So, one needs to take a regular
follow up with logistics team to make this business a Success.
 Lots of conditions that narrows the scope of getting an omni order
 Good Internet connectivity and a proper & fast system is necessity for
stores because entire Omni business is dependent on it.
 Along with classroom sessions practical training is necessary. In order to
make store staff open towards new things.
 Business was more at the time of heavy discounts

29. Conclusion
“Pitching is the sound of Retail”
Sound really works when it is effective and well communicated and
that sound counts under good conversation. Retail is one of important
sectors in markets but to make the centre of idea clear in the mind of
the person to whom we are looking for adoption is very essential as it
will add to a new conversion. Many times, I have found that if the
person communicating is not clear and confident or feel ambiguous
about the idea and could not communicate it properly to the prospect
then this may end up in a turned customer. We need to make customer
Realise the need of the product because sometimes out of fear a
customer resist to buy the service offering. So, a Fashion consultant
should be well conversant, Confident and able to pitch the customer in
the direction of conversion. Hence, we will end up having a Sale in the
hand.
The Same thing we used to tell store staff while providing them training
on how to pitch. So, what is necessary is the idea accompanied with the
product with a little confidence in the eyes of staff to crack a deal…...
Recommendation
Realised that Logistics is the core of Omni Business which is suffering
because ofinefficient third-party courier partners. So, need to pay much
attention towards logistics and distribution channels so that the product
can reach to the customer without any delay in deliveries.
Essence of retail lies in pitching, it doesn’t matter even when we are
talking about virtual retail. Normally found that store staff feels
hesitation while pitching customers for omni. This maybe out of fear
of loss of sale but need to change the mindset of the staff towards omni.

30. That can only be done by having a connect with the store staff. Just
need to synchronise the right words in a pitching thread and it will end
with a conversion in hand.
Sometimes Brands ASM’s Area sales manager need to intervene and
need to push store staff asking them to pitch for OMNI
Targets can be bifurcated among store staff to make them feel
comfortable towards targets.
System can be made more user friendly by giving proper training or
making little changes in the system.
Need to include Pay at store option for some stores to make payment
convenient at stores.
Prompt replies from tech support. Timely Refund and return will add
an extra edge towards fearless sale for the staff and fear less purchase
of the customer.
So, Let’s make the process convenient……….
Bibliography
 www.arvindinternet.com
 www.economictimes.com
 www.arvind.com
 www.scribd.com
 www.quora.com

32. Task Achieved