Conclusion: The During and The After of the New Normal

CONCLUSION: THE DURING AND AFTER OF THE NEW NORMAL

The During

Emporio Armani under the Reliance Brands Limited conglomerate has taken many initiatives during the Covid-19 lockdown period. These are both client and employee centric. For clients, the brand has sent out personalised messages to keep a check on their well being and assure them that the brand is there for them in every way possible, if needed, along with a brand message talking about the brand’s willingness to contribute towards the fight against Covid-19.

Fig. 3.10 Emporio Armani brand message for clients via Whatsapp (self)

For the employees, the brand has come up with a Covid-19 survey, that all employees must fill everyday and thus, keep the company updated about their health. Salaries are being released early or in two halves for 30k and less per annum packages as Emporio Armani under RBL understands that their employees are going through a tough time and financial help may be needed.

A whole new concept of work from home for retail has been formulated. All employees must follow a 10 am to 7 pm shift, 6 days a week, and mark in and mark out their attendance via the mHere Pro app of Reliance. From training sessions (airMeets) to Linkedin Learning to team presentations to quizzes to master classes and fun day to day challenges and tasks, the employees are being kept busy and productive during these hours. These are also aimed to ensure that the employees don’t lose their mental health during such uncertain times. Applications like Zoom and Webex are being utilised to the fullest.

Fig. 3.11 RBL mHere PRO app (self) Fig. 3.12 RBL Challenge (self)

Fig. 3.13 RBL Master class (self)

Fig. 3.14 RBL airMeet (self)

Fig. 3.15 Linkedin Learning certificate (Linkedin Learning App)

Fig. 3.16 Covid-19 Survey (rconnect.ril.com)

The New Normal

For the post Covid-19 future and the new normal that we will all be part of, Emporio Armani under RBL has started planning may different initiatives already. The focus will be on delivering a virtual shopping experience for the clients, keeping in mind the safety of all individuals involved in the process. A category based digital catalogue will be designed for clients with links that will open videos of FCs giving them more details of the specific products. This is to ensure that the clients get an interactive and personalised experience.

Employees are already being trained for the new normal, so as to prepare them well for when its time to actually practice these protocols. The new normal plan has been divided into different parts.

Some of the important ones are: 1. Personal Care for the employees 2. Store and Merchandise care

3. Omni-Channel 4. Entry and Exit from the store 5. Customer Service Dos & Don’ts

6. Communication

Fig. 3.17 Screenshot from a practice video for virtual shopping (self)

1. Personal Care for the employees

Fig. 3.18 Personal care protocols (self)

2. Store and Merchandise care

• Store cleanliness protocols:

• Frequency of cleaning surfaces:

Fig. 3.19 Protocols (self)

• Four areas to be maintained:

Fig. 3.21 Four areas in the store (self)

• Merchandise movement inward/trials:

3. Omni-Channel:

Omni-channel E-commerce will help tap clients with more ease as they will be not so willing to step out. For this, the brand’s partner is Tata CLiQ and the orders will be processed with precautions kept in mind.

Fig. 3.23 Steps to process omni-channel orders (self)

4. Entry and Exit from store:

• Entry to store for work:

Fig. 3.24 Entry to store protocols (self)

• Exiting and Entering store during breaks:

Fig. 3.25 Entry and exit during breaks protocols (self)

• Exiting the store for home:

Fig. 3.26 Exiting the store protocols (self)

5. Customer Service Dos & Don’ts:

Fig. 3.27 Protocols for customers (self)

6. Communication:

Fig. 3.28 Internal communication for store managers (self)

Fig. 3.29 We care card for customers (self)

Fig. 3.30 Digital Catalogue for clients (self)

Fig. 3.31 Digital Catalogue for clients showcasing products with possible looks (self)

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ANNEXURE

Name:

Designation:

Area of work: SAMPLE QUESTIONNAIRE

Q. 1 What are the various responsibilities that come under you?

Q. 2 What are the various brand operations that of the store?

Q. 3 What are the CSR activities of the brand?

Q. 4 Who are the top clients of the brand?

Q. 5 How does the brand do store wise in India?

Q. 6 What are the iconic products of the brand?

Q. 7 Which products sell the most in the store?

Q. 8 What PR activities are carried out by the brand?

Q. 9 What is the opening and closing procedure of the store?

Q. 10 How often does the store receive new stock?

Q. 11 Where is the brand’s HQ located in India?

Q. 12 What is the management hierarchy of the brand?

Q. 13 How often do brand heads visit the store?

Q. 14 Which store does the best in India, in terms of profit?

Q. 15 Who are the store’s top clients?