Monthly refreshPantaloons will also launch new collections every month. It will have its Ethnic Utsav in March, followed by Range De Indigo in April and Tropical Utsav in May. There would also be days earmarked for tailormade promotions such as Women's Wednesday, Fashion Friday, Baby's Day Out etc.

To beat a line-up that mirrors other department chains, Mehta says Pantaloons would, in each category, stock one or two of the top brands and sell its own brands across the other price-points in a category. Retailers usually have a larger array of third-party brands besides one or two store brands.

The chain will revamp stores with new fixtures and visual merchandising. Birla is planning to open a store every two to three weeks in the next financial year, compared to one every month this year. Twelve new stores have taken the count to 76 stores.

Loyalty programmeThe Pantaloons Payback Greencard, which is a unique loyalty programme, has been designed exclusively for Pantaloons' customers to enhance customer experience. Presently offered to over 4 million members, the programme entitles members to discounts in terms of points and special privileges at all Pantaloons stores.The card has four tiers depending on the year's shopping. As a customer shops, the card upgrades with increasing privileges and discounts in form of Points.The benefits covered under Greencard include discounts, Payback points, complimentary home drop of altered garments, relaxed exchange policy, exclusive sale preview, exclusive billing counters and assisted shopping among others.

STORE NAME

PANTALOON MEGAMART LIFESTYLE WESTSIDE WILLS LIFESTYLE

FORMAT TYPE

Multibrand Exclusive Multibrand Exclusive Tata (Trent group)

Exclusive ITC group

AVG. FLOOR SIZE

28000 sq. ft. 5000 sq. ft. 50000 sq. ft. 15000- 30000 Sq. ft.

30000 sq. ft.

POSITIONING Family store Value for money

Fashion Style and affordability

Enjoying the change

CATEGORIES Apparel & accessories for men, women & children

Menswear, women wear and home furnishing

Apparel & accessories for men, women & children

Stylized clothes, footwear & accessories

Relaxed wear, body care products, apparel & accessories

NO. OF SKUs 45000 450 categories

34 categories

NA NA

NO OF SUPPLIERS

20- 25 1 (Arvind Mills)

94 NA NA

AVERAGE BILLING PER CUSTOMER

Rs. 1800 NA Rs. 800 Rs. 199- 1999

Rs. 3000 during sales promotion and Rs. 2500 without sales promotion

AVERAGE FOOTFALLS

1000 on weekdays & 1500- 2000 on weekends and holidays

100- 120 on weekdays & 250 on weekends and holidays

1200 on weekdays & 6000 on weekends and holidays

25- 45 per hour

75 per day & rise upto 120.

STORE NAME PANTALOON MEGAMART LIFESTYLE WESTSIDE WILLS LIFESTYLE

SALES PROMOTIONS1. END OF SEASON

Yes No No Yes Yes

2. FESTIVE PROMOTION (DIWALI, CHRISTMAS ETC.)

Yes No Yes Yes No

LOYALTY CARD PROGRAMME

Yes No Yes Yes Yes

SPECIAL PROMOTION (EVENT)

Yes (Exchange offer)

Yes Yes No Yes

JOINT PROMOTION

No No Yes No No

MEDIA USED Hoardings, print, electronic (SMS, E- mail), POP

Instore Promotion, Electronic

Hoardings, Instore Promotion

Print, electronic, hoardings, In store Promotion

Tele marketing, print, Electronic, outdoor

PROMOTION TYPE

Price off, free gifts, exchange offer

Price promotion, free gifts, contests, combo offer

Lucky draw, discounts, contests, free gifts,

Cause related, gift vouchers, discount, contest, combo, coupons

Discounts, gift vouchers

EVALUATION OF PROMOTION

Sales, Quarterly profits

Sales Sales Sales, Quarterly profits

Conversion, footfall, sales, average bill size, real stock movement