National Institute of Fashion & Technology, Jodhpur

(Ministry of Textiles, Government of India)

Department of Fashion Management Studies

Subject- Customer Experience Management And Retail Operations
Topic : Standard Operating Procedures of PUMA

Submitted To: Submitted By:

Dr. Shikha Gupta Diksha Rastogi
Asst. Professor Nidhi Maurya
NIFT Jodhpur Niharika Harjai
Shivangi Sood
(MFM Sem-1)
PUMA
STORE OPERATING PROCEDURES
 TABLE OF CONTENTS

ABOUT PUMA
COMPANY PROFILE
MEANING OF STANDARD OPERATING PROCEDURE
PURPOSE OF STANDARD OPERATING PROCEDURE
EXISTINS SOPs OF PUMA
SUGGESTIONS THAT CAN BE IMPLEMENTED IN EXISTING SOPs
CONCLUSION
REFERENCES
 ABOUT PUMA
PUMA is one of the world’s leading sport lifestyle companies that designs and
develops footwear, apparel and accessories.
It is committed to working in ways that contribute to the world by supporting
Creativity, SAFE Sustainability and Peace, and by staying true to the values of
being Fair, Honest, Positive and Creative in decisions made and actions taken.
PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle
labels include categories such as Football, Running, Motorsports, Golf and
Sailing.
The company distributes its products in more than 120 countries, employs more
than 9,000 people worldwide and has headquarters in Germany, Boston, London
and Hong Kong.
Puma logo grips a notion of strong and chic icon with the help of a leaping animal
andbold font. A distinguished impression is immediately cast on the spectator,
narrating the kind of image the company possesses.
CEO and Chairman Jochen Zeitz since 1993.
Puma is the main producer of enthusiast driving shoes and race suits. It is the
official sponsor for FIFA World Cup. Puma has partnership with Ferrari and
BMW.
COMPANY PROFILE
Puma distributes its products in more than 120 countries, employs
more than 9000 people and generates revenue of 2.5 milliondollars.
The present CEO and Chairman of PUMA is Jochen Zertz. PUMA is
the main producer of enthusiast driving shoes andrace suits. They are
prime producers in both Formula 1 and NASCAR especially. PUMA
has partnership with Ferrari and BMW.

MISSION STATEMENT:
PUMA has the long-term of becoming the most desirable sport life
company. To be the world most desired brand in the sportswear.
PUMA focuses on sports segments and accessories.
PUMA AS A BRAND:
PUMA is committed to working in ways that contribute to the
world by supporting creativity, safe sustainability and peace
andbystaying true to the value of being fair, honest, positive and
creative in decision made and action taken.

BRAND PERSONALITY:
Passion-Openness-Self-belief -Entrepreneurship

PUMA'S PRODUCT SEGMENT:

Foot ware: Custom made shoes, Sports shoe, and Family shoes.
Apparels: T-Shirts, Tracks, Boxers. Accessories: Gloves, Helmets,
Water Bottles, Sun Glasses.
 WHAT DO YOU MEAN BY
SOPs?
To run smoothly and efficiently, stores should define their daily,
weekly, and monthly processes in written standard operating
procedures.

These procedures can be paired with checklists to ensure they

are being carried out properly, by the correct people at the
correct time.

Virtually every operations function detailed in this article

should have a written procedure compiled into an operations
manual to ensure uniformity and consistency.
PURPOSE OF SOP'S

They document the way activities they perform to

facilitates consistence,conformance to technical &
qualitysystem requirements .

In addition, the best written sops will fail if not

implemented properly. Therefore, the use of sops,
needs to be reviewed and reinforced by
management ,preferably the direct supervisor.
 EXISTING SOPs OF PUMA
OPENING THE STORE
STORE CLEANING CHECKLIST
MERCHANDISE HANDLING
GOODS RECEIPT GUIDELINES
BACK STORE GUIDELINES
SALES GUIDELINES
BILLING GUIDELINES
PETTY CASH EXPENSES
CASH MANAGEMENT
CUSTOMER SERVICE
CLOSING THE STORE
DEFECTED GOODS AND EXCHANGE GUIDELINES
MONTHLY ACTIVITIES
MONTHLY END MANAGERS CHECKLIST
STORE STAFFING
STORE AUDIT
Employees assigned to open should arrive early @9:30am sharp

OPENING OF STORE
to prepare the store for its opening to the public.

Employees must signed attendance register or followBIO-

METRIC attendance

Sections are divided among employees where they have to

maintain or re-check all merchandise should be display
correctly & every fixture must have exact finger spacing
between merchandise. All merchandise should be folded with
folding board only .

Adjust the air conditioning or heat for customer comfort.

Keep all checkout areas spotless and uncluttered.

Prepare the registers or POS system for the day. Checkcash

levels.

Cont.
Manager or Supervisor is supposed to have keys of locker so
that he can recount cash and deposit to the bank.

In the store, music must be on when store opened to the public.

KPI’s should be mentioned on white board or in register by

supervisor where , all details are AVT , UPT, CONVERSION % ,
NET SALES , AUV presented.

Another store’s employees visit store to enquire about KPI’s.

The store should be opened to the public on time (@10am),

indicated with signs or lights as appropriate.

At opening, unlock the front door or gates and turn on

any signs that alert the public that you’re open.
STORE CLEANING CHECKLIST
Clear the parking lot of debris and sweep the sidewalk each morning. Don’t
leave empty boxes of trash outsideas a customer’s first impression.

Clean your windows and glass doors of smudges. Make sure your window
display looks good each morning.

When you turn on the lights, replace any burned-outones promptly.

Clean, sweep, or vacuum your store floors. Empty all trash receptacles as
needed. Clean your restrooms as often as needed to keep them tip-top.
Nothing will turn off customers faster than dirty restrooms.

Throughout the day, straighten up the merchandise displays. Don’t leave

unfolded clothes or disorganized shelves. Promptly clean up any spills or
breakage.

Don’t leave empty boxes in the aisles any longer than necessary when
restocking. Promptly attend to any unpleasant odors.
MERCHANDISE HANDLING
Product shipments should be received in a set procedure to
ensure everything arrives in good condition and in the proper
quantity.

Route products in an efficient manner to the proper location in

the store, either to the shelves, storage, or holding area.

Enter products in the inventory system for tracking.

Return damaged goods according to standard operating

procedures
GOODS RECEIPT GUIDELINES
The goods consignment arrived at store with goods receipt
invoice.

The other documents that are accompanied with goods delivery

challan, slip in the cartons.

Goods are scanned by hand-held or manually asper received list

within cartons..

In case of discrepancies ,the same is informed to the head office.

BACK STORE GUIDELINES
The back store acts as a place for the non-display for
merchandise .

There should be sufficient space in each store wherein

merchandise are sorted style- wise to further easethe process
of locating an optimum quantity.

Store room should be handled by stock boys.

Every merchandise should be well placed in backstore.

There must be at least one stock boy present in backstore

every time
SALES GUIDELINES
The moment a customer walk into a store, he will greeted by a
smile & “hello ma’am “ “hello sir”.

The sales person required to know everything about the

merchandise.

There should be sales person with each customer & should assist
them when they ask.

Every sales scheme should be intimate with customer by

salesperson.

Salesperson must be attentive to stop shoplifting by customer

during sales period.

Trail rooms should be cleaned after each customer visit.

Do not allow customer to spoil stack of folded merchandise.

Cont.
Restock shelves at this time, or as needed, but don’t
interrupt customers unnecessarily.

Make sure all shelves, racks, and displays are properly

filled and arranged. Customers often don’t put things
back correctly.

Empty all trash receptacles and discard boxes and

packing materials left in storage areas.

Close out all registers or the POS system. Count the

cash and reconcile it and credit payments with sales.
Do all necessary cross-checks based on your internal
controls.

Based on your procedures, you might take some cash

to another spot, such as the back office, for later
deposit.
 BILLING GUIDELINES

There should have a billing printer with two card readers.

Once the customer select a product to buy, the product is scanned and customer is
informed about the total bill value.

If he agrees, the customer asked whether he wants to buy in cash or credit.

Customer should be informed or asked for chargeable shopping bag .

On counter , customer should addressed by his name.

The first copy the bill is attached to the shopping bag.

The second copy of bill given to the customer to show to the guard for exit .

Customer get some point on every purchase. (Rs.1=1 point)

 PETTY CASH EXPENSES
The company keep an impact cash equivalent to one month
expenses at the showroom.

The purpose of this petty cash to meet the requirement such as

stationary, refreshments, courier , cleaning etc.

The separate register is maintained to record these petty expenses,

along with the detail of the bill.

Cash shall be verified by the store manager at the end of working

day and shall sign the register with complete details including the
denomination of physical cash.

Any amount spent in store comes under the approved list of

expenses on cash shortage is treated asmisappropriation.
 CASH MANAGEMENT

Front-end cash procedures ensure proper handling atthe POS. This

includes how and when to take cash to the back office, and how to
reconcile cash and credit against sales.

CASH MANAGEMENT- Back-office cash procedures are usually a

bigger-picture accounting function, making sure the store is ontrack
and carrying out its internal controls to preventloss and pilferage.
They catch cashier mistakes orpossible fraud.

Cash refunds to customers should be consistent with store policy.

Sometimes a store may choose to only give a credit on a credit card,
or store credit. This is all important to decide as part of cash
handling and customer service
CUSTOMER SERVICE
Help customers in a way that benefits the brand.

Accept and route customer complaints to the proper

person for response and resolution.

Do home delivery of large items on a certain schedule.

Special orders may be possible to get items not regularly

stocked
 STORE CLOSING
Start closing procedures at a certain time, or when the person in
charge says it’s OK. Don’t rush customers out long before the
advertised closing time.

Announce to customers that you’re closing soon. You also might

lock the doors to new customers at aparticular time.

When the last customers leave, signal that you’re closed with
appropriate signage.

Walk the store and do any necessary straightening, cleaning, or

decluttering. The opening people depend on this being done
properly.

Employees should begin preparing at a designated time for the

store to close. This typically includes cleaning and other
preparation for opening the next day.

Cont.
The store alerts customers at a specified time, such as
thirty minutes before and again ten minutes before,
that the store will be closing. Staff may pull gates,
change the lighting or perform other steps to alert
customers.

All cash is counted, reconciled, checked by a

manager, and locked. All keys go to the person in
charge of that. The procedure should define in detail
how important matters like this are carried out.

Opening and closing work is subject to inspection by

someone responsible for that, as appropriate.
DEFECTED GOODS & EXCHANGE GUIDELINES

If a customer claims that the piece is defective, the same is checked by

store manager or sent to the head office when it is checked by the quality
department.

The company can also issue a credit note or refund for such an exchange .

The goods to be returned should not have any external defects from the
customer side.

Customer must be intimidated with RETURN POLICY “ goods will be

return within 15 days only if incase of no use of product by any customer".

Cont.
Exchanged will be done only product to product anytime. It has no
limit.

On Return, claim slip making should be done only with

manufacturing defect in product ,not for any accidental occurring
to the product.

Exchange or return entries must be entered into the register

(sometimes it’s called “in/out “ slips) Where size or colour with date
of purchase and exchange will be mentioned .
 MONTH END MANAGERS
CHECKLIST

Every month all the sale and stock register should beclosed and the
consolidated report on the same isspent to the retail manager.

All the expenses incurred by the store should be registered and the reason.

During the best week of the month each staff should be told about their
monthly performance.

SHRINKAGE : ensure that all the associates have received the month’s
shrinks topic /meeting agenda.

If shrinkage is below or equal to 300rs it will be negligible In case of above

300rs ,cost will be deducted @ 0.1,0.2 till 2 % from employee’s salary.

Cont.
 Review month end sales performance report and P&L statement.

Review profit & loss statement for posted sales volume.

Controllable Expenses: As those expenses that can be monitored and

adjusted by management decision orfrequency of use, such as:
1. Store supplies
2. -Telephone service
3. Cleaning
4. Security
5. Passage & delivery
6. Repairs & maintenance

At the end of fiscal month, review all controllable expenses to ensure

your store is within the budget.

Insert a copy of monthly P&L statement in your Sales Report Binder.

 STORE STAFFING

Employees should be interviewed, hired, onboarded,and

trained in a prescribed manner.

Job descriptions should be clear and regularly updated to

reflect responsibilities.

Employee reviews should be done consistently, with regular

feedback and follow-up.

Employee work hours should be accounted for through a

system, especially with variable part-time work orovertime.

Compensation should be spelled out, as well as determine

when and how payment is made in the case of bonuses, such
as sales incentives.
 STORE AUDIT
Damaged merchandise policy

Remove damaged merchandise from the

selling floor.

Verify it has a price tag.

Write the type of damage and localise of the

damagewith damage tag.

Place merchandise in the damaged

merchandise bar thedesignated area.
 SUGGESTIONS THAT CAN BE
IMPLEMENTED IN EXISTING SOPs
Store space should be increased:
When a store is expanding with more employees or bumper load of additional stock
that needs to be stored somewhere, this could be the perfect reason to use storage.
Finding a suitable off-site location, such as a reputable storage facility could be the
perfect place to house your items. This will free up valuable space in the store
premises that can be put to better use and improve efficiency.

More lighting required:

Lighting will enhance your customer's journey as it helps brand to tell its story about
the store and displayed products. Through lighting you can set the customer's mood,
create hierarchy among your products and it serves to help make the shopping
experience a lot more pleasant.

Cont.
More billing counters should be installed:
Every pleasant shopping experience gets fulfilled at checkout counters. Today’s
retail stores require start of art checkout counters/cash counters to make every
purchase a memorable experience.

Add a social media component to the in-store experience:

As people of all age groups are quite active on social media these days.
Introducing Instagram friendly flower walls, back drops and more would
interest the customers and would make the store more instagrammable.

Bring the website in-store:

Consider enhancing the brick-and-mortar experience. By allowing shoppers to
browse the online shop in the physical location. This can be a great offering,
especially when there are multiple stores and all the stock is not available
everywhere. Enabling customers to browse the ecommerce site in-store. If they
see something they like, the associates can place an order for them and ship it to
their home.
Cont.
Promote a safe shopping experience:
COVID-19 has dramatically altered consumer behaviors, particular when
shopping offline. Consumers are more conscious about their health and safety,
which is why cleanliness, hygiene, and sanitization should now be part of your in-
store experience strategy. There are strict rules put in place and staff should be
trained to ensure that all safety measures are followed. There should be active
sanitization plans for all stores, office, warehouses, and products. All of these
should be sanitized before the stores open and also at regular intervals once
regular operations begin. The main aim should be that all the customers can walk
into the stores without fear.

Consider implementing retail appointments:

Crowds are a major turnoff to consumers. The brand can consider giving the
customer appointments which will also limit the number of customers in the
store and thus, the social distancing norms can also be followed. Research by
Accenture has also found that 62% of consumers said that scheduling in-store
appointments could actually inspire them to return to physical shops.
 CONCLUSION

Puma offers a wide range of products of different prices and in different qualities as per customer
requirement. The offers and campaigns have been one of the main attractions and reason for its popularity.

It has a great footfall on weekends which makes customers dissatisfied at the time of billing because of which
new SOP is suggested, but apart from this customers are happy finding all kind of sports products under one
roof.

We have acquired great knowledge about the corporate world, retail store management, its ethics, etc. We have
dealt with customers by convincing and making them satisfied with our product.

So, we have learnt about the customer behaviour, how to persuade them, how to interact with them and how to
convince them. Also, we have learnt about the Sales technique and how to increase the sales target.
 REFERENCES

https://en.wikipedia.org/wiki/Puma_(brand)
https://en.wikipedia.org/wiki/Standard_operating_procedure
https://about.puma.com/en/careers/teams/merchandising-and-go-to-market
https://bizfluent.com/facts-5916228-purpose-sop-.html
https://us.puma.com/us/en/contact-us.html
https://blog.fhyzics.net/sop/sop-manual-for-footwear-manufacturing
https://www.facebook.com/sop.puma