Woodland,

Sakchi

Submitted by:
Korivi Sravan Kumar, MP17017
Kanhaiya Kejriwal, MP17016
L Nandakumar, MP17019
Rahul Sharma, MP17029
Rajat Kulshresta, MP17031
Yogesh Nigam, MP17051
 Woodland, Sakchi

LOCATION

Describe the advantages and disadvantages of its current location, given its target market

Woodland targets young population by positioning itself as Adventure & Outdoor brand . Based on
our site visit to their store in Sakchi, the advantages & disadvantages are given below.

Advantages Disadvantages
• As the products (apparel & footwear) are
• Present at a prime location of the market area
shopping category, due to the non-presence of
• Present on the shopping side of the main road
comparable brand outlets is a disadvantage for
• Easy access to transportation
the store
• Easy to identify for people travelling around
• Owing to its premium category, the location
the Sakchi main road and provides vibrant
can be of disadvantage as it is not the high-end
view of the store to everyone
market area

Should they consider moving to the P M mall? Why?

Yes, it should consider moving to PM Mall because of the following reasons

1 . PM mall will bring in footfalls needed for the sales at woodland outlet as it is into a niche
Adventure segment
2. As the product category is shopping, PM mall accommodating comparable brands, will help
increase in store sales
3. PM mall being a new mall and attracting city crowd, it will provide better shopping experience to
the customer

LAYOUT AND DISPLAY

Does the store design reflect retailer’s strategy?

Yes, the store design reflects Woodland strategy of selling

Adventure & Outdoor accessories to the customer with
pros and cons.

Pros:

1. Glass window provides a complete view of assortment (shoes, apparels, backpacks, etc.)
along with mannequin in the adventure attire behind the glass and offers display.
2. Interior design is inspired by the German style with wooden flooring, fixtures, signage
3. As woodland is known for its footwear, more than 50% of the wall space is assigned to
the footwear.

Cons:
 1. The store entrance is not customer friendly with a lot of stairs to get inside the outlet.

Does the layout facilitate purchases?

1. The layout is designed as ‘free flow layout’ which is costly but provides intuitive and
relaxed environment for customer, making one feel hassle-free in moving from one corner
to another.
2. Lighting in the store makes you relaxed and enjoy the shopping.
3. The layout facilitates the easier customer eye
movement to wide variety of products from
boots, shoes, sandals, jeans, t-shirts, causal
shirts, backpack, belt, outdoor water bottle,
wallet, etc.

How space is assigned to merchandise?

1. Space is assigned in such a way that total profit

of the store can be maximized.
2. Allocation impact on the entire store is
considered during space allocation.
3. As Shoe is the destination category of
woodland, it has been allocated the complete
right side. In front of preferred category
products (shoe, t-shirt, jeans, ¾ths and belts)
are displayed.
4. Total space is divided into 50% for footwer,
20% for Women’s wear and 20% for Men’s
wear and 10% for fashion accessories such as
bags, wallets, backpacks, etc.

What are the considerations in where to display the products in a category?

• The major category of the outlet were shoes. There is a huge variety and intensity of the
assortment in this category as it was the destination category of the store.
• The range of the shoes are from ₹3,000 to ₹10, 000. A lot of outdoor shoes are on the display
and at many racks. Only one shelf contains formal shoes.
• T-shirts in the display stand on the floor range from ₹800 to ₹3000 were allocated in 4 stands(2
for men & 2 for women). Limited private labels are available in the store with limited assortment
as t-shirts are under routine or convenience category.
• Jeans price varies from ₹2000 to ₹4000 with limited assortment with only 2 stands(1 for men & 1
for women).
• Jackets are of seasonal category, which is displayed during winter season and it is a destination
category for Woodland store with a lot of assortment for hiking and different outdoor and
adventure activities.
• Fashion accessories such as backpacks, belts, caps, etc. are allocated as convenience items in the
store.

Review the signage and graphics

Promotional signage displayed on windows

to entice customer into store.

Point of sale signage placed near the

merchandise to quickly identify special
offers.

Lifestyle images of outdoor trekking are

displayed to create moods and encourage
customers to buy the products.

• No category signage is provided.

• Each signage is acting as a bridge between merchandise and target market

Use of empty spaces in the store

• Empty space in the store is primarily used for free flow movement of the customer.
• Window glasses are used for display of offers and woodland’s offerings.
• Billing counter is displayed with Woodland logo and back of the billing counter is used for
displaying convenience items suc has wallets, socks, keychains, polishes, etc. aimed at
maximization of revenue through impulse sales.
• Cushion seats are provided for customer to try their shoe sizes comfortably
• Empty space is used for convenience of the customer, to increase customer view of sight
and drive impulse sales.

Image of the staff and image of the store. Are they consistent?
Image of staff:

• Staff help customer finding the variety and size of the shoe, help in checking the
product and showing the varieties.
• Staff are trained to provide convenience to customer
• Staff wears woodland uniform to display consistency
• Staff people are educated about the product and helping in matching the customer
use with product assortment
Image of store:
• Store is easily accessible and it is in prime location
• If customer wants to buy a woodland product, then only customer visits to the store.
Otherwise customer doesn’t visit the store, which is normally not the case in
shopping apparel and footwear products
• Absence of comparable brands nearby store makes the store empty most of the
times

INTERNET AND SHOPPING EXERCISE

Compare a retailer’s offering in its local store and its Internet site. What are the
differences in the assortments offered through its store and Internet channel? Are the
prices the same or different? What has the retailer done to exploit the relationship
between the channels?
Woodland follows a omni-channel marketing strategy. The outlets and website display the
same price and offers. It helps in increasing the woodland sales. If a customer visits
Woodland outlet and likes a product, he/she can order at later point
of time. It increases the credibility of store.
The variety of the products offered are lesser at outlet as compared
to the Online channel(Woodlandworldwide.com).
The outlet will help customer to consider Woodland in his/her initial
consideration set while evaluating before buying by providing the necessary information,
look and feel of the product. It will help Woodland in winning the customer online, which
presence in increasingly being felt in Indian retail.
These retail outlets can also help in distribution of the product and after sales service
reducing the logistics and supply chain cost.

What are your learnings from the whole exercise?

Learnings:
1. Even if competitor reduces the outlet store, we learned that comparable brands of
competitors are absolutely necessary in shopping products such as footwear and apparel
in driving sales.
2. To understand the customer category is important, before opening up of the store. A
store targeting high-end customers, should have a store in high-end area in-spite of
having an outlet in market areas.
3. Different layouts and designs used by retailers to enhance the customer shopping
experience.
4. Emergence of omni-channel in retail sales strategy and its positive effects of customer
decision making in buying journey