13 JANUARY 2021

CUSTOMER
EXPERIENCE
MANAGEMENT

END TERM ASSIGNMENT

SUBMITTED TO SUBMITTED BY
AMRISHA GUPTA
DR.HARLEEN SAHNI
SAI SHIVANI D
ASSOCIATE PROFESSOR
SHUBHRA DHALE
SWETAM JYANAM
VANSHIKA HIRODIYA
ZARA INDIA
LOVE YOUR CURVES

STANDARD
OPERATING
PROCEDURE (SOP)

01

ZARA INDIA

02

SOP OF ZARA
RETAIL SHOP

03
 CONTENTS
F O
E L B A T
1 S T A N D A R D

P R O C E D U R E
O P E R A T I N G

2 T Y P E S O F S O P

4 Z A R A R E T A I L S T O R E

6 D A I L Y O P E R A T I O N S

18 S U G G E S T I V E M E A S U R E S

20 R E F E R E N C E S
INTRODUCTION PAGE 01

STANDARD OPERATING
PROCEDURE

A standard operating procedure is a written document with step-by-step

instructions used to complete complex operations. It is a work guide for the

employees performing a task smoothly. SOPs are often written by managers to

ensure uniformity and quality output, while at the same time minimizing

negative and ambiguous communication. (SOPs, 2020)General Operating

Procedures communicate at all levels with the team members of the organization.

Includes business owners and employees by department, manager, employee, and

assets. One of the most important parts of the SOP is to provide employees and

management with important information about the work being done, how it is

being done, and whether there are any interruptions. (SOPs, 2020)
 PAGE 02

TYPES OF
STANDARD OPERATING
PROCEDURES (SOP)
CHECKLISTS STEP-BY-STEP

Checklist or to-do list is one of the List Similar to a checklist, a step-by-

easiest ways to write a standard step list works in the same way in

operating procedure document (SOP). which you define an appropriate, easy-

A checklist can be created in an online to-follow process.This format should

note-taking application such as Bit or only be used if the process in question

can be printed and passed on to is straightforward and, in most cases,

employees. can be completed without fail. (Step-

Checklists are easy to create as you by-Step, 2019)

can simply build a title (the process Procedures in which a step-by-step

you create the guidelines for) and then format may be sufficient include:

add the appropriate test items that staff Installation and cleaning

members must follow to complete the instructions

task. (SOPs, 2020) Digital sign-in sequence

Instructions for proper and safe use

of equipment
 PAGE 03

TYPES OF
STANDARD OPERATING
PROCEDURES (SOP)
HIERARCHICAL LISTS PROCESS FLOWCHART

If the processes are too complex and Flowcharts are best used to illustrate

require more information, there is a SOPs where multiple outcomes are

possibility to create a series of checklists possible in specific areas throughout

or a list of dots. If a task can be defined

the process. The flowchart also shows

in one step and at the same time, not

how one step is related to the other,
wanting to make the SOP longer, adding
helping employees to understand the
hierarchical steps can be
whole concept and better understand
helpful.However, hierarchical SOPs
the work they are doing.
provide additional information within
In such cases, the outcome of one step
each step as deemed necessary.

will affect the way the team will need

While the step-by-step SOP will list

to deal with each subsequent step.

steps 1, 2, 3, etc., the sequence SOP can

include Steps 1a and 1b; 2a, 2b, 2c; 3a, (SOPs, 2020)

3b. As a simple example, if Step 1 tells

group members to log in to their account,

Step 1a can direct people to enter their

username, with Step 1b directing them to

enter their password. (Step-by-Step,

2019)
 PAGE 04

ZARA RETAIL STORE

INDIA
Zara, a Spanish clothing and accessories Zara’s designers respond instinctively to their

retailer, was founded in 1975 by Amancio changing needs, reacting to the latest trends

Ortega and Rosalia Mera. and constant feedback received across its

It is the flagship retail store of the Inditex Woman, Man and Kids collections

group, a fashion group that owns other Zara stores also include Radio Frequency

brands such as Massimo Dutti, Pull and Identification Technology (RFID), using

cutting-edge systems to track the location of

Bear. Zara currently has 1,751 stores

garments instantly and making those most in

worldwide.

demand rapidly available to customers.

The first store was launched on May 28,

Zara’s Join Life collection and the eco-stores

2010 in the renowned Select City Walk mall

are two examples that underline the brand’s

located in the Saket area of national capital

unwavering focus on sustainability and

New Delhi.

improved customer experience.

 PAGE 05

ZARA RETAIL STORE

Source: www.twitter.com
Source: Businessinsider

Source: www.retail4growth.com
 PAGE 06

DAILY STORE
OPERATIONS

Opening of the store. to exchange customers money.

Walking around the store floor Managing the receipts.

once the store has been initially The electronic systems are turned

set up to begin housekeeping on, It includes computers, music

duties. It is made sure that there system, TV screens and displays.

are no spillages, the aisles are Briefing is done to the teams of

clean and the lights and fixtures different departments, i.e., CRO,

are well presented. SRA and NINO (the CRO

The tags and the hangers are department deals with men’s wear,

arranged properly in case they were SRA with women’s wear and

not arranged during the previous

NINO with kid’s wear)

day’s closing.
Status about sales of the previous

It is made sure that the cash

day are given to the teams, The

registers are ready to go and have

target for the day are discussed.
sufficient funds in them allowing us
 PAGE 07

DAILY STORE
OPERATIONS

Helping the customers with the Closing of the store.

merchandise, Replenishment of the Count the cash at the billing

merchandise displayed in the counter to measure the entire day’s

store. sales.

Continue the task of keeping the Maintaining accurate and up-to-

store look good and maintaining date records of the merchandise

the visual appeal of the store. received.

To keep checking the fitting room Daily sales analysis, i.e., peak

and make sure that the hours of the sale, the footfall,

merchandise is back on the floor. transactions per hour, etc.

 PAGE 08

MERCHANDISE
MAINTENANCE
Step 1: Step 4:

Study and analysis of sales Changes the tables

Determine best selling items and Select the products for the tables

collections. according to the styles and colours of the

Check stock level in the stockroom. closest walls

Step 2: Set best selling items frontals and best

Analyse the coordination pictures. visible places

Distinguish priority and non-priority Step 5:

Establish a colour harmony for the walls Monoproducts

through the store. Select monoproducts to be placed in

Make the floor plans collates and in small circles

Step 3: Place monoproducts in the most

Change the walls. commercial areas(basic sections)

Move the merchandise from the initial Step 6:

wall to the planned walls. Shoes and accessories

Set best selling items in the best frontal Place the shoes with the proper

and best visible places. collections for walls, table and shoes

Support the wall with fixtures holding shelves

older merchandise from this collection Display accessories for each collections

to complete the wall image

 PAGE 09

BACK STORE KEEPING

GUIDELINES

BASICS

Stock room should be clean and have

an obstacle free entrance.

Dusting and cleaning should be

carried out once in a day.

Unwanted garbage should be thrown

out between (10:00 – 11:00 am)

Stationery should be kept back in its

place

Post replenishment all plastic

hangers must be stacked back into

their respective boxes

Everything needs to be their

designated area with signage's (stock STANDARD

back, hangers, price tag, stickers,) All the products must be placed

Always use ladder while taking out article and size wise

any stock from top shelf Space optimization- only plastic

hangers are used inside the

stockroom

White/ Half white/ sequin/ detailing

garments must always be in plastic

covers

All the sub-family (products) should

be placed along with sub-family

signage
 PAGE 10

SALES,BILLING & CREDIT

CARD
GUIDELINES

SALES GUIDELINES BILLING GUIDELINES

Always look friendly- Make customer Scan the barcode of the merchandise

delightful and comfortable by given by the customer

greeting, eye contact, smile, proper Ask for contact number

body language Ask for the mode of payment

Always be available Do the billing

Always offer alternative Never say no Cashier informs the customer about the

to the customer , suggest an return and exchange policies which is

alternative mention on the backside of the bill

Cashier looks in the eyes of the customer

CREDIT CARD GUIDELINES
and gives change with both the hands

While billing ask the customer the

mode of payment they prefer

Then swipe the card, and ask to enter

the pin

If the card is accepted two receipts

will be generated

Ask for customer’s signature on the

receipt which will be kept with us

Source:dressipi.medium.com
 PAGE 11

PETTY CASH
EXPENSES

A certain amount is set by ZARA regarding the day to day expenses

inside the store. These expenses are already explained to the employees

and they are required to account for the expenses. The petty cash

expenses include-

Expenditures relating to visual merchandising in store

Expenditures on stationery

Expenditures on transportation

Expenditures on housekeeping staff for their tea break

Basic office supplies

 PAGE 12

PHYSICAL VERIFICATION
OF CASH

The physical verification of cash is done to verify cash balances. It is

normally followed in regular practice while doing an audit by any

cashier.

To check the maintained register inside the computer with the real cash

balance

Next is to verify the Cash locker where the money is usually kept,

Verification of the register maintained over the computer with cash

bundles takes place, Use of cash counting machines is prohibited

The verification of electronic cash takes place by checking the registers

with the actual balance in the account

 PAGE 13

DEFECTED GOODS
EXCHANGE / RETURNS
GUIDELINES

Exchange and refund can be done within one month from the date of

purchase

Customer must have the original bill and also card if the purchase was made

though card

Product should be in resalable condition

Exchange and refund can be done across INDIA and for the purchase made

only in INDIA
 PAGE 14

MONTHLY ACTIVITIES

To analyse the retail KPIs carefully in order to know the efficiency of

the store during that particular month and compare it with that of other

stores to know whether or not changes are to be implemented in the

store

The basic KPIs are sales per hour, average sale, inventory turnover,

average gross margin, customers per day/week etc.

Updating the merchandise as per the guidelines from the higher

management

Any new merchandise received is to be displayed on the floor and that

present on floor needs to get updated according to its performance

Stock verification to remove gaps between information and physical

stock

The best and the least performing merchandise of the store are looked

upon and changes are made to strategy in order to make it perform well

The performance of the employees is analyzed and promotions are made

according to their performance, The departments of the employees are

changed if necessary

Total sales analysis takes place in order to compare the sales with that

of past months and of other stores as well

Proper steps are taken to ensure that the performance of the store

improves

Dispose off the unwanted materials in order to reduce the inventory cost
 PAGE 15

STOCK LEVEL AND

REPLENISHMENT

Ensure all sizes are available on floor all the time

Type of replenishment

Morning replenishment is done through PDA or manual

sheet

Replenishment is done in every 30 minutes

Replenishment of stock room is done on weekly biases

 PAGE 16

CLOSING OF THE
STORE
Closing is done from left to

right, top to bottom.

Size wise closing is done

Details are checked (zippers,

tags, buttons, etc).

Merchandise are kept properly as

per the standards

Remove excess pieces kept on

Walls / accessories walls (7:00 –
the floor
8:00 pm)
Bags (with proper stuffing) and
Furniture's /pashmina /coco
shoes to be kept as per standards
(8:00-8:30pm)
All price tag should be hidden
Tables (8:30-10:00pm)
inside the merchandise
Mannequin and fitting room

(10:00-10:10pm)

Complete touch up (10:10-

10:25pm)

Closing briefing (10:25-

10:30pm)

Stock should be back - hanging

should be done and folding

should be done in plastic tray

with signage
 PAGE 17

DAY ACTIVITIES

Proper placement of the merchandise

To replenish the stock if required on the floor

To make sure that the merchandise are back from the fitting

room to its allotted place

To make sure that the merchandise are available to the customer

from the stockroom if it is not available on the floor

To maintain the visual appeal of the store by folding the

merchandise on the table and putting others back at their place.

 PAGE 18

SUGGESTIVE MEASURES
FOR COVID-19
Due to the prevailing pandemic situation, extra precautions should

be taken, so as to avoid COVID-19.

Opening of Store

The store should be cleaned with

disinfectant before the customer enters it

The garbage should be thrown out

Sanitizer machines and bottles should be

filled

As soon as the Customer enters the

store

Customers' hands should be sanitized as

they enter the store.

Customer’s temperature should be checked

before they enter the store, entry should be

prohibited if found sick.

Customers should mandatorily wear masks.

Ensuring that the social distancing of six

feets is mentioned in store

 PAGE 19

SUGGESTIVE MEASURES
FOR COVID-19

Customers while shopping

Everyone should have access to sanitizer

Encouraging customers to avoid handling

products whilst browsing

Encouraging customers to shop alone

(rather than shopping with the whole

family), if not required.

Do not hand out any coupons, samples,

testers, or flyers.

There should be some particular occupancy

limit, based on the size of the store.

Maintaining social distancing of six feets.

Store layout

The store has racks placed in

such a way that there is

distance maintained between

the customers.

Ensuring that the customers

keep moving through the aisles

in order to avoid congestion.

 PAGE 20

REFERENCES

SOP. (2020, May 5). getmaintainx. Retrieved January 11, 2021,

from https://www.getmaintainx.com/two-types-of-standard-

operating-procedures-technical-and-management/

SOPs. (2020, September). blog. Retrieved January 11, 2021, from

https://blog.bit.ai/standard-operating-procedures-sop/

Step-by-Step. (2019, November 20). helpjuice. Retrieved January

11, 2021, from https://helpjuice.com/blog/standard-operating-

procedure