A Study on

Customer
Walkouts
A small study done to study the customer walkouts at Reliance Trends, located at JD High
Street Mall, Main Road Ranchi, Jharkhand

Mrinal Gautam
Management Trainees
Central University of Jharkhand

Vikas Kumar
Reliance Trends, Ranchi

-------------------------------------------------------------------------------------------------------Abstract
-------------------------------------------------------------------------------------------------------For any retail store, it is very necessary to gain more and more customer
footfalls throughout the day to maximize sales and earnings. On the other
hand, it is also very important that every customer that steps in the store
finds something that best suits his/ her requirements and leaves the store
delighted with a product that the customer purchases which is best for him.
This small study is done focusing on Reliance Trends, Ranchi, to understand
the problems that the customers face in this store and to analyze the reasons
for why customers walkout of the store without any purchases. This study
also helps to understand the customer requirements and expectations, and
the opportunities on account of improving the customer satisfaction for the
store.
This study is done on the basis of personal observation and customer
interactions and feedback collected during the training within the store.

Pg. 01
Main Road being
a strategic
location selected
by Reliance
Trends, helps it to
get customer
footfalls
throughout the
day as it faces a
huge road and
pedestrian traffic
throughout the
day along with
large number of
people visiting the
mall for movies,
entertainment and
shopping as no
such mall is
located in nearby
locations.

Reliance Trends, Ranchi

Store Location
Reliance Trends, Ranchi is located at one of the famous malls located at the most
busiest location of the city. It is situated at JD High Street Mall, located at Main
Road, Ranchi.
MALL: A mall is big commercial establishment which consists of several retail
outlets, each selling their own merchandise but at a common platform.
JD High Street Mall has Reliance Trends Store at its ground and 1st floor and various
other retail stores at other floors. It also has a restaurant and fast food centers and
a gaming zone along with a cinema hall and is famous throughout the city. This
attracts customers who want to spend time at big malls for shopping, fun and
entertainment.

Looking Ahead
This in turn, helps Reliance Trends to get customers to its floor throughout the day
even if the customers and not for shopping. The strategic location helps to attract
more of premium class and executive class customers and ease of public
transportation helps the customers to reach out this mall from around the city
without any difficulties.

Pg. 02

Reliance Trends, Ranchi

Reasons for Customer walk-ins at JD

High Street Mall
At JD High Street Mall, customers basically come for shopping and watching movie.
Other reasons also include fun, enjoyment, dating, leisure, refreshment.
Out of the total customers walking in everyday at JD High Street Mall, Ranchi,
(except for Fridays, Saturdays and Sundays):

Customer Walk-ins
10%

Shopping

20%

Movie
Fun/dating/gaming,etc
70%

Out of these 70% customers visiting the mall for shopping,

every single customer steps into the Reliance Trends
store.

The number of customer footfalls for the mall rises on Fridays Saturdays and
Sundays, leading to a rise in customers for Reliance Trends.

Pg. 03

Reliance Trends, Ranchi

On Fridays, Saturdays and Sundays:

Customer Walk-ins
8%

Shopping
30%

Movie
62%

Fun/dating/gaming,etc

Out of the total number of customers that walk-in the mall for the purpose of
shopping:

Customer Walk-ins
8%

Shop at Reliance Trends

Shop at other retail stores

92%

Pg. 04

Reliance Trends, Ranchi

Customer Walkouts
This study basically focuses on analyzing the customer walkouts, i.e. Customers
walkout without purchase from Reliance Trends store and, studying and finding out
the basic reasons leading to this scenario.
Out of every 200 customers visiting Reliance Trends,
140 customers are active shoppers at Reliance Trends.
60 customers walkout without any purchases.
The number of customer walkouts vary from between 60-85 customers per day.
Among these, 70 % customers walkout of Reliance Trends without any
purchases. Among them:

21%

29%

Visit but don't buy from Reliance

Trends
Movie visitors
Leisure and fun

50%

Pg. 05

Reliance Trends, Ranchi

Basic Reasons why customers visit but

Walkout without any purchases:
1. Size issues: Some brands lack availability of sizes especially in formals and
shirts.
Example:
- For formal and casual shirts, 39 size is very difficult to find
-

T.

Shirt

collection

has

limited

sizes

for

medium

and

large.

- Similar problems are found in ladies section.

2. Fitting problems: Some products are having fitting issues. Customers
especially of middle age section, demand regular fitting products ion formal
brands which is very difficult to find.
3. Limited Brands: Good formal wear collection but lacks brands to attract the
youth section. Teenager class of customers demand more westernized
collection in casual wear/ jeans both in mens and womens section.
Example:
- Brands like Wrangler, Spyker, Van Heusen, etc., are expected and
demanded by customers.
4. Lack of collection: Economy priced products/ brands need more range of
collection,

especially

the

private

labels

of

Reliance.

Example:
- Customers demand more collection of jeans in value priced brands such as
DNMX
- They demand for Rugged jeans, Stretchable Jeans, Skin fit etc.
5. Footwear collection: Reliance Trends presents itself as a complete family
fashion store and Indias Largest Fashion Destination.
Customers expect to get footwear collection at this store since all the other
stores at the mall that offer footwear collection have premium pricing.
6. Required intense selling: Floor staff or sales person need to improve on
account of selling.

Pg. 06

Reliance Trends, Ranchi

As observed, instead of standing and waiting for the customers to approach us,
we need to approach the customers, identify their requirements and sell them
what best suits to his/ her requirement.
Intense selling is very much necessary so that every customer visiting the store
finds and buys something that best suits to their requirement.
7. Required training: Floor staffs need to be trained on account of analyzing
customer requirements and improving every time on selling for every another
customer

Customer Feedback:
+VE
1. Awesome spring-summer collection
2. Genuine products with good quality at nice rates
3. Well maintained store
4. Co-operative staff
5. Good ambiance

-VE
1. Boys section lacks collection of brands and categories in brands
2. Customers get limited offers
3. Improper gift wrapping
4. Less number of brands leading to reduced customer satisfaction
5. Repeated songs over Reliance Radio.