Visit to a Departmental Store

A departmental store is a large retail establishment that offers a wide range of products
and services to customers. Departmental stores are usually divided into different
departments, such as clothing, footwear, accessories, cosmetics, home appliances,
electronics, books, toys, etc. The main objective of a departmental store is to provide a
one-stop shopping experience for customers and to increase sales and profits.

In this paper, I will describe my visit to a departmental store and observe the following
aspects:

● Different departments and their layout

● Nature of products offered for sale
● Display of fresh arrivals
● Promotional campaigns
● Spaces and advertisements
● Assistance by sales personnel
● Billing counter at store – Cash, Credit Card/ Debit Card, swipe facility. Added
attractions and facilities at the counter
● Additional facilities offered to customers
● Any other relevant aspect

Different departments and their layout

The departmental store that I visited was Smart Bazaar, which is one of the leading
retail chains in India. Smart Bazaar has over 400 stores across the country and offers a
variety of products and services to customers. The store that I visited was located in
varanasi

The store was divided into four levels, each having different departments. The ground
floor had the following departments: fruits and vegetables, groceries, bakery, dairy,
frozen foods, beverages, snacks, etc. The first floor had the following departments:
men’s wear, women’s wear, kids’ wear, footwear, accessories, luggage, etc. The second
floor had the following departments: home furnishings, home appliances, kitchenware,
crockery, cutlery, etc. The third floor had the following departments: electronics,
mobiles, computers, gaming, books, music, toys, stationery, etc.

The layout of the store was designed to facilitate easy movement of customers and to
display the products in an attractive and organized manner. The store had wide aisles,
clear signage, bright lighting, and proper ventilation. The store also had escalators,
elevators, and stairs to connect the different levels. The store had a customer-friendly
layout that enabled customers to find the products they wanted quickly and
conveniently.

Nature of products offered for sale

The departmental store offered a wide range of products for sale, catering to the needs
and preferences of different customers. The store had both branded and private label
products, as well as local and imported products. The store had products of different
categories, such as food, clothing, footwear, accessories, cosmetics, home appliances,
electronics, books, toys, etc. The store also had products of different price ranges, from
low-end to high-end, to suit the budget of different customers.

The store also offered some unique and innovative products, such as organic food,
ethnic wear, herbal cosmetics, smart appliances, etc. The store also had some
products that were not available in other stores, such as regional specialties,
handicrafts, etc.

The store also offered some services to customers, such as home delivery, installation,
warranty, exchange, etc. The store also had some value-added services, such as loyalty
programs, gift cards, coupons, etc.

Display of fresh arrivals

The departmental store had a separate section for displaying the fresh arrivals of
products. The section was located near the entrance of the store and had prominent
signage that said “New Arrivals”. The section had products of different categories, such
as clothing, footwear, accessories, cosmetics, home appliances, electronics, books,
toys, etc. The section had products of different brands, such as Nike, Adidas, Reebok,
Levi’s, etc. The section also had products of different styles, colors, sizes, and designs.

The display of fresh arrivals was done in a way that attracted the attention of customers
and encouraged them to buy the products. The display had eye-catching posters,
banners, and stickers that highlighted the features and benefits of the products. The
display also had mannequins, racks, shelves, and tables that showcased the products in
a neat and appealing manner. The display also had some interactive elements, such as
screens, speakers, and touchpads that demonstrated the products and provided
information to customers.

The display of fresh arrivals was updated regularly, depending on the availability and
demand of the products. The display also had some special offers, such as discounts,
freebies, and combos, that enticed customers to buy the products.

Promotional campaigns
The departmental store had various promotional campaigns to attract customers and to
increase sales and profits. The store had both online and offline promotional
campaigns, such as advertisements, social media, email, SMS, etc. The store also had
some in-store promotional campaigns, such as announcements, flyers, brochures, etc.

The promotional campaigns were designed to communicate the value proposition of

the store and to create a positive image of the store in the minds of customers. The
promotional campaigns also aimed to inform customers about the products and
services offered by the store and to persuade customers to buy them. The promotional
campaigns also sought to create a sense of urgency and excitement among customers
and to induce them to visit the store.

The departmental store had various spaces and advertisements within the store that
enhanced the shopping experience of customers and influenced their purchase
decisions. The store had spaces and advertisements of different types, such as:

● End caps: These were the spaces at the end of the aisles that displayed the
products that were on sale or had some special features. The end caps had signs
and labels that highlighted the products and their prices. The end caps also had
some samples and testers that allowed customers to try the products before
buying them.
● Gondolas: These were the spaces in the middle of the aisles that displayed the
products that were related or complementary to each other. The gondolas had
signs and labels that suggested the products and their benefits. The gondolas
also had some baskets and carts that facilitated the buying process of
customers.
● Dump bins: These were the spaces near the checkout counters that displayed the
products that were impulse buys or had some discounts. The dump bins had
signs and labels that urged customers to buy the products and their quantities.
The dump bins also had some candies and chocolates that tempted customers
to buy them.
● Point-of-purchase displays: These were the spaces near the products that
displayed the advertisements that promoted the products and their features. The
point-of-purchase displays had posters, banners, and stickers that informed
customers about the products and their advantages. The point-of-purchase
displays also had some screens, speakers, and touchpads that showed the
products and their functions.

Assistance by sales personnel

The departmental store had a team of sales personnel who assisted customers in their
shopping process and provided them with a satisfactory service. The sales personnel
were of different types, such as:

● Greeters: These were the sales personnel who welcomed customers at the
entrance of the store and guided them to the relevant departments. The greeters
also gave customers some information about the store and its policies. The
greeters also thanked customers for their visit and invited them to come again.
● Sales associates: These were the sales personnel who helped customers in
finding and selecting the products that suited their needs and preferences. The
sales associates also gave customers some advice and recommendations about
the products and their features. The sales associates also answered customers’
queries and doubts about the products and their prices.
● Cashiers: These were the sales personnel who handled the payment and billing
process of customers at the checkout counters. The cashiers also gave
customers some receipts and invoices that documented their purchases. The
cashiers also asked customers for their feedback and suggestions about the
store and its service.

The sales personnel were trained and skilled in their respective roles and
responsibilities. The sales personnel were also courteous and friendly in their
interactions with customers. The sales personnel also wore uniforms and name tags
that identified them and their positions.

Billing counter at store – Cash, Credit Card/ Debit Card, swipe facility. Added attractions
and facilities at the counter

The departmental store had a number of billing counters at the store that facilitated the
payment and billing process of customers. The billing counters were located at different
levels of the store and had different modes of payment, such as cash, credit card, debit
card, swipe facility, etc. The billing counters also had some added attractions and
facilities at the counter, such as:

● At the billing counters, the convenience of multiple payment options, including

cash, credit cards, debit cards, and swipe facilities, streamlined the checkout
process. The added attractions, such as a queue management system, further
demonstrated the store's commitment to customer convenience and efficient
service.
● In essence, Smart Bazaar exemplifies a modern and customer-centric
departmental store that goes beyond merely offering products. Through
thoughtful layout, diverse product offerings, engaging promotional campaigns,
strategic advertisements, helpful sales personnel, and convenient billing
facilities, the store creates an inclusive and enjoyable shopping environment for
its customers. This comprehensive approach ensures that Smart Bazaar remains
a preferred destination for those seeking a convenient and fulfilling retail
experience.