Environmental Graphics 2009

Organized retailing is spreading its wings. Reliance Retail, a part of the Mukesh Ambani owned Reliance Industries Limited, which began its journey from Hyderabad with the rolling out of a cluster of 11 neighborhood convenience stores branded ‘Reliance Fresh’ has unveiled 920 stores spread across 20 formats in 80 cities and 14 States covering almost 4.5 million sq. ft. of consumer-facing retail space. While doing so, they adopt fresh concepts and explore new structures for space acquisitions.
Following are some of the salient features that are common to Reliance ‘Fresh’ format of convenience stores across the country:
Average display space of over 2,000 square feet per store.
Sale of fruits, flowers, vegetables, cereals, grocery, dairy and bakery product of good quality at attractive prices.
Year round availability of over 150 varieties of fruits.
Around 200 products, mostly staples, under private label: Reliance ‘Select.’
Sale of non-vegetarian products through separate entrance and exit.
Customer Assistance: roughly one ‘Associate’ per 100 sq ft of space.
Each store caters to the needs of around 3,000 families living within a catchment area of two km radius.
‘Reliance One,’ membership programme for frequent (loyal) customers.
Home Delivery and shop-on-phone facilities.
Reliance Retail continues to explore various opportunities to increase its product portfolio and bring superior products which offer great value to customers across the cities of our operations.
The Reliance has "tested the waters" and "Based on the response and feedback of the consumers.”

Most of the time ‘Reliance fresh’ can see some where in residential area and not in commercial area and people can find it easily nearby their flats. Its timing is also 8:00a.m to 10:00p.m., when all the wanders are disappears one can find vegetables and fruits after 7:00.

From distance also one can find out the ‘Reliance fresh’ because a pole contain their logo. The shop has transparent glass façade, having posters above it about sales, discounts and schemes on available products, which also follows color code and has photo of uniformed employee on it….as they are ‘always ready for customer’s services...From outside one can see baskets stacked together which also has ‘reliance’s logo on it. Even the truck for transport the product has graphics on it which talks about the brand identity.

The shop has two doors, one for entry and another for exit. It has two walls covered by full-size posters at entrance and exit. These posters have abstract form of vegetables and fruits and have very fresh colors. Even columns also have such posters on them. Rest of the walls and floor are grayish white and ceiling is in cream color, so one can see clear space and racks of the product without any kayos. These colors are same for each and every ‘reliance fresh’ shop. Has very uniform light distribution and fully A.C space.

As this retail space offers quality fruits, flowers, vegetables, staples, dairy and bakery products at affordable prices to the customers it has different racks at different zones according to product types. One can also get rare vegetables and fruits like baby corn, mushroom etc. They kept floor free from any stuff, than also some times one can see some plastic products on the floor. It has 1500c.m. clear space between two racks, so two persons can easily move at the same time. It has two stand of plastic bag roll at both of the ends, and has weight machine for checking weight of vegetables and fruits accordingly. It has chocolates, chewing gum, Cadburys etc at the cash counter.

Because ‘Reliance fresh’ want to reach to each and every local house wives or laymen also, posters of the shop are in Gujarati language in Gujarat, and have local languages according to city in which it belongs to. So their target costumers are not from higher class family but the middle class family.





Environmental graphics
Mayuri 1602