Retail makeover for SIRI outlets to increase sales turnover

Retail makeover for SIRI outlets to increase sales turnover

Six retail outlets of Women on Wings’ business partner SIRI in and around Mangalore were the venues of a 3 day workshop on improving visual merchandise and customer experience. What better way to work on that than being in the actual shops where the sales take place. The aim was to improve sales so more products can be sold and thus more jobs for women can be co-created.

Cornelie Guise, expert at Women on Wings, and Shashank Teotia, senior business consultant at Women on Wings, took each of the six outlet teams on a journey that explained the six golden rules of instore visual merchandising to create a better a customer experience. Like how to catch your customers attention and how to present your merchandise.

SIRI has a total of twelve own retail outlets, so it is important to create a plan that can be implemented in all outlets. Cornelie: “After visiting the six outlets, we worked with the SIRI management on an outlet plan at its head office at Mangalore. The plan includes focus areas like Presentation & Display, Customer Inputs & Suggestions, Segmentation of Products & Navigation for Customers and Cleaner & Refreshing Outlets. Quick wins can be made at SIRI’s outlets simply by tweaking existing elements and by using the brand visuals in a consistent way.”

Currently 5,000 rural women are engaged with SIRI in the production of readymade garments, agarbathi (incense), cleaning material and in processing of pickles, squashes and savories. The products are manufactured by SIRI directly and also through women who are organized in self- help groups. SIRI sells its products through multiple channels including exhibitions, own mobile van, wholesale, general trade and twelve SIRI retail outlets across the state of Karnataka.

“Through this partnership with Women on Wings, we want to enable more women to earn their own income that will give them greater financial means to improve their livelihoods. Economic independence for women means more children can go to school, more meals per day for their families and communities, and an overall better standard of living for them and future generations”

Ilan Vuddumalay
C&A Foundation

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