Hyper City store in Marathalli has several gaps in its layout, product placement, and signage. The store layout has the entrance and exit in the same location, requiring customers to walk through the entire store. High-demand products are placed far from the stockroom. Complementary products are separated throughout the store. There is uneven lighting and a strong smell of groceries. Signage is inconsistent and does not clearly indicate departments or exits. The store does not take seasonal considerations into account.

1. RETAILING MANAGEMENT GAP ANALYSIS OF HYPER CITY

4. Organized Retail Market In India

6. Population: It caters to the IT and ITES segment, who have migrated into the city.Elite customers, expect relatively high end service. This project has been undertaken to study the Gaps in Hyper city and give recommendations for the same.

9. Well travelled, expect western type of service

11. The goal of gap analysis is to identify the gap between the optimized allocation and integration of the inputs (resources) and the current level of allocation.

13. GAP Analysis For Hyper City The entire floor space is vast, very tiring to walk across the entire length. Especially, for senior citizens, in fact the elevators which usually has to be their in front was present at the end of the store. High demand commodities - High traffic products should be kept in low traffic area, the like FMCG section and groceries but it was arranged right at the entrance of the store. 6. High margin product - should be kept in high traffic area, however home décor which has very high margin product was situated in the first floor at the extreme corner.

14. GAP Analysis For Hyper City The entire floor space is vast, very tiring to walk across the entire length. Especially, for senior citizens, in fact the elevators which usually has to be their in front was present at the end of the store. High demand commodities - High traffic products should be kept in low traffic area, the like FMCG section and groceries but it was arranged right at the entrance of the store. 6. High margin product - should be kept in high traffic area, however home décor which has very high margin product was situated in the first floor at the extreme corner.

15. GAP Analysis For Hyper City Food courts should be on the last floor, so that customers will traverse the length and breadth of the mall , hyper city – had one coffee shop, which was located in the ground floor. Frequent restocking – items that need re-stockingshould be located near store rooms or cash register, hyper city – vegetables and FMCG are placed at the entrance, the extreme opposite from the store room. 9. Higher margin products should displayed always at the eye level, which was not their ex- Arrangement of kurkure.

16. GAP Analysis For Hyper City Food courts should be on the last floor, so that customers will traverse the length and breadth of the mall , hyper city – had one coffee shop, which was located in the ground floor. Frequent restocking – items that need re-stockingshould be located near store rooms or cash register, hyper city – vegetables and FMCG are placed at the entrance, the extreme opposite from the store room. 9. Higher margin products should displayed always at the eye level, which was not their ex- Arrangement of kurkure.

17. GAP Analysis For Hyper City Food courts should be on the last floor, so that customers will traverse the length and breadth of the mall , hyper city – had one coffee shop, which was located in the ground floor. Frequent restocking – items that need re-stockingshould be located near store rooms or cash register, hyper city – vegetables and FMCG are placed at the entrance, the extreme opposite from the store room. 9. Higher margin products should displayed always at the eye level, which was not their ex- Arrangement of kurkure.

19. GAP Analysis For Hyper City Merchandising Complementary items- .Cutlery is hanging on shelves right next to chips display – in no way connected. Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size. .Baby food measuring spoons displayed in the cooking dep. .Ketchup and popcorn kept together, Maggie and ketchup to be kept together

20. GAP Analysis For Hyper City Merchandising Complementary items- .Cutlery is hanging on shelves right next to chips display – in no way connected. Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size. .Baby food measuring spoons displayed in the cooking dep. .Ketchup and popcorn kept together, Maggie and ketchup to be kept together

21. GAP Analysis For Hyper City Merchandising Complementary items- .Cutlery is hanging on shelves right next to chips display – in no way connected. Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size. .Baby food measuring spoons displayed in the cooking dep. .Ketchup and popcorn kept together, Maggie and ketchup to be kept together

22. GAP Analysis For Hyper City Merchandising Complementary items- .Cutlery is hanging on shelves right next to chips display – in no way connected. Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size. .Baby food measuring spoons displayed in the cooking dep. .Ketchup and popcorn kept together, Maggie and ketchup to be kept together

23. GAP Analysis For Hyper City 5. Tobasco sauce was displayed next to the groceries section. 6. Bread, butter and jam kept at three extreme locations in the store. 7. Diapers – next to insect repellents and agarbatti. 8. Only two types of head phones on display (inexpensive)

24. GAP Analysis For Hyper City 5. Tobasco sauce was displayed next to the groceries section. 6. Bread, butter and jam kept at three extreme locations in the store. 7. Diapers – next to insect repellents and agarbatti. 8. Only two types of head phones on display (inexpensive)

26. Almond oil

28. Almond oil

30. Almond oil

32. Almond oil

34. GAP Analysis For Hyper City Encouraging impulse purchases – 1. Product design and placement should always aim to invite you to explore the product and may be pick them up too, unlike the arrangement at chips section. 2. Situate the accessories, around the entrance, this will encourage impulse purchase 3. If the entry and the exit is the same, this discourages customers from going through the store. 4. FMCG, should be located right at the back past the low traffic areas. Here, the home linen section is placed right at the back after 30 aisles.

35. GAP Analysis For Hyper City Store design Exterior design 1.Building does not have a canopy, which can provide shelter when it rains 2. Parking lot does not have adequate lighting in the night. 3. Dim lighting on the outside – not attractive Lighting No lighting signaling active counters for billing. Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light. Lack of lighting in the sitting area of the book store (Cross word).

36. GAP Analysis For Hyper City Store design Exterior design 1.Building does not have a canopy, which can provide shelter when it rains 2. Parking lot does not have adequate lighting in the night. 3. Dim lighting on the outside – not attractive Lighting No lighting signaling active counters for billing. Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light. Lack of lighting in the sitting area of the book store (Cross word).

37. GAP Analysis For Hyper City Store design Exterior design 1.Building does not have a canopy, which can provide shelter when it rains 2. Parking lot does not have adequate lighting in the night. 3. Dim lighting on the outside – not attractive Lighting No lighting signaling active counters for billing. Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light. Lack of lighting in the sitting area of the book store (Cross word).

38. GAP Analysis For Hyper City Store design Exterior design 1.Building does not have a canopy, which can provide shelter when it rains 2. Parking lot does not have adequate lighting in the night. 3. Dim lighting on the outside – not attractive Lighting No lighting signaling active counters for billing. Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light. Lack of lighting in the sitting area of the book store (Cross word).

39. GAP Analysis For Hyper City Store design Exterior design 1.Building does not have a canopy, which can provide shelter when it rains 2. Parking lot does not have adequate lighting in the night. 3. Dim lighting on the outside – not attractive Lighting No lighting signaling active counters for billing. Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light. Lack of lighting in the sitting area of the book store (Cross word).

40. GAP Analysis For Hyper City Ambience- Music 1.No music in the store 2.Flat screen TV display, at the entrance, very loud volume and extremely annoying. 3.Later on they started playing, loud music in Telugu, not even in the regional language. Smell 1.Strong smell of groceries 2.Cold storage – nauseating ( even for non vegetarians) *Note - Expiry – frozen meat is over 6-8 months old ( note – even though it says “best before for 12 months”, but no one wants to buy that)

41. GAP Analysis For Hyper City Ambience- Music 1.No music in the store 2.Flat screen TV display, at the entrance, very loud volume and extremely annoying. 3.Later on they started playing, loud music in Telugu, not even in the regional language. Smell 1.Strong smell of groceries 2.Cold storage – nauseating ( even for non vegetarians) *Note - Expiry – frozen meat is over 6-8 months old ( note – even though it says “best before for 12 months”, but no one wants to buy that)

42. GAP Analysis For Hyper City Ambience- Music 1.No music in the store 2.Flat screen TV display, at the entrance, very loud volume and extremely annoying. 3.Later on they started playing, loud music in Telugu, not even in the regional language. Smell 1.Strong smell of groceries 2.Cold storage – nauseating ( even for non vegetarians) *Note - Expiry – frozen meat is over 6-8 months old ( note – even though it says “best before for 12 months”, but no one wants to buy that)

44. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.Sinage 1.Fire exits and wash room signs not displayed clearly 2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity 3.No hyper city sinage even at the POS counter. 4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.

46. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.Sinage 1.Fire exits and wash room signs not displayed clearly 2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity 3.No hyper city sinage even at the POS counter. 4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.

48. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.Sinage 1.Fire exits and wash room signs not displayed clearly 2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity 3.No hyper city sinage even at the POS counter. 4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.

50. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.Sinage 1.Fire exits and wash room signs not displayed clearly 2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity 3.No hyper city sinage even at the POS counter. 4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.

52. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.Sinage 1.Fire exits and wash room signs not displayed clearly 2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity 3.No hyper city sinage even at the POS counter. 4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.

53. GAP Analysis For Hyper City Point of Sales counter Batteries are displayed in aisle 25, it should be placed at the counter. Condoms were found in aisle 27, also should be placed at the counter. No sinage of hyper city for its internal branding. There are 31 billing counters, half of them don’t work. No indication on whether it works until you reach that counter.

54. GAP Analysis For Hyper City Promotions 1.Hyper city has a loyalty program called Discovery Club – customers have to pay Rs. 200/- to join. Apart from their billing amount. 2. Discounts and limited offers period was not promoted properly - ex- chips with Every day ketchup was not even visible. 3. A promotion for daily gold offers was placed right at the end of the store. Should be a source of attraction to customers.

55. GAP Analysis For Hyper City Promotions 1.Hyper city has a loyalty program called Discovery Club – customers have to pay Rs. 200/- to join. Apart from their billing amount. 2. Discounts and limited offers period was not promoted properly - ex- chips with Every day ketchup was not even visible. 3. A promotion for daily gold offers was placed right at the end of the store. Should be a source of attraction to customers.

56. GAP Analysis For Hyper City Safety/Sanitation measures Fire extinguisher are only two in number which is not at all sufficient to stop an incident. No separate rest rooms for customers, same for employees and customers Psychological factors are also considered important for merchandising stores. One cannot see the end of the store from the entrance. Entire store is colored white, effect is that the store is dull.

57. GAP Analysis For Hyper City Safety/Sanitation measures Fire extinguisher are only two in number which is not at all sufficient to stop an incident. No separate rest rooms for customers, same for employees and customers Psychological factors are also considered important for merchandising stores. One cannot see the end of the store from the entrance. Entire store is colored white, effect is that the store is dull.

58. GAP Analysis For Hyper City Safety/Sanitation measures Fire extinguisher are only two in number which is not at all sufficient to stop an incident. No separate rest rooms for customers, same for employees and customers Psychological factors are also considered important for merchandising stores. One cannot see the end of the store from the entrance. Entire store is colored white, effect is that the store is dull.

59. GAP Analysis For Hyper City Miscellaneous gaps No home delivery. 2. Online sales – tech savy customers will go online, browse through the commodities and might want to order, that facility does not exist. 3. No play area for children, it should be there if the store is targeting working, busy women. No customer credit is provided for loyal customers . No flexible timings for special days like Sunday and festivals.

61. Improper product arrangement.

62. Same product have different prices and different discount.

63. Wrong product under wrong price tag.

65. Improper product arrangement.

66. Same product have different prices and different discount.

67. Wrong product under wrong price tag.

69. Improper product arrangement.

70. Same product have different prices and different discount.

71. Wrong product under wrong price tag.

73. Improper product arrangement.

74. Same product have different prices and different discount.

75. Wrong product under wrong price tag.

77. Improper product arrangement.

78. Same product have different prices and different discount.

79. Wrong product under wrong price tag.

82. Customer has to walk much due to space issues.

83. Wastage of time at billing counter.

84. Confused purchase due to disarrangement of products

85. People don’t know where the products are.

86. Lack of variety and replenishment.

87. Billing counters enhancement.

88. Many billing counters but few are active.

89. Display price does not match with price tag on the product.