DMAi Awards TRRAIN Marketer of the Year.

We are happy to announce that TRRAIN was adjudged 2015’s Non-Profit Marketer of the Year by the DMAi aka Direct Marketing Association: India. DMAi celebrates the spirit of direct & interactive marketing with innovation, collaboration and creativity. The eminent jury comprised marketing maverick Sanjay Behl from Raymond serving as chairperson, along with other highly distinguished panel members.  

Over the years, TRRAIN has consistently been reinventing the way the world views marketing within a non-profit business model.  Some of our  highly effective  marketing campaigns which were considered watch-worthy by DMAi were:

Pin a Medal Campaign

On Retail Employees Day, 2014 (RED), we encouraged retailers to appreciate & recognise the efforts of a retail associate not only by thanking them but also by honouring their tireless efforts by “pinning a medal”. This idea was pivotal to the entire RED campaign.
TRRAIN Trekkers, initiated last year, has seen 4 individuals walk at the Oxfam Trailwalker event representing TRRAIN as their ‘Charity of Choice’. Also, we had 11 individuals representing TRRAIN as their ‘Charity of Choice’ at the Standard Chartered Mumbai Marathon 2015 along with a 15 member team from Shoppers’ Stop Ltd. What’s more, we managed to fund-raise approximately 3.5 lakhs from this exercise.

TRRAIN Journalist

On Retail Employees’ Day, we recruited 27 student as ‘TRRAIN Journalists’ from top post-graduate institutes in Mumbai and Bengaluru, placed them at various malls in the two cities and had them record the celebrations and live-tweet about it.

TRRAIN Trekkers

"​TRRAIN being a not-for profit organization, it is our constant endeavor to reach our retailers & retail employees with a succinct message at all times. We have used a 360 degree approach for communicating to our beneficiaries which includes direct marketing, social & digital media marketing other than the traditional methods. Our approach has been different from the traditional NGO's. We at TRRAIN are very happy that our efforts have been recognized so early in our journey to create social impact in the retail industry & thank DMAI for the same." Ameesha Prabhu, CEO, TRRAIN (Trust for Retailers & Retail Associates of India)

Winning the Marketer of the Year Award in the Non-Profit Category acknowledges TRRAIN’s penchant for innovation in the marketing space and while helping it take a step forward in achieving its vision to empower every single retail associate in India.

Around the Country in 17 Days!

Recently, TRRAIN achieved a challenging feat in a mere seventeen days; training over 900 retail associates across the country. The focus of the training was Liva, a high quality fabric by Aditya Birla Retail Limited (ABRL) that moves naturally with your body while reducing your carbon footprint.

The sole objective of the training program was to update every customer facing executive associated with 6 leading retail brands, namely, Allen Solly, Pantaloons, Van Huesen, Global Desi, Fusion Beats and 109°F, about Liva. Herein lay the real challenge; if executives were to sound convincing while selling the product they had to be convinced about it themselves. Hence, educating them on everything from the science behind Liva to the technology used to produce it was pivotal. 

This necessitated a 2-hour long training module comprising videos, PowerPoint presentations and role playing games to cover enough ground about Liva with the associates. What’s more, we set ourselves a target of conducting the module at 4-5 stores per day. Though they were constantly on the move, the energy and enthusiasm levels of our trainers did not dip for even a moment. Instructor Led Training (ILT) combined with On Job Training (OJT) kept engagement levels at a peak. 

Trainings continue through the month of April and an assessment of every customer service associate trained will be submitted to ABRL for audit to gauge if their learning objective was achieved. And we are proud to say, the feedback coming in has been excellent.

A SPECIAL FELICITATION CEREMONY FOR PANKH STUDENTS AT RELIANCE RETAIL

A program was organized by Reliance Retail to felicitate the outstanding contribution of the employees with disabilities at the organization. Reliance Retail started by hiring 33 speech and hearing impaired trainees in Mumbai for various roles thought advocacy by TRRAIN under Pankh initiative. Since then, they have been strongly supporting and recommending the hiring of persons with disabilities across the country. Reliance Retail has people with disabilities as their employees working at various Reliance Fresh, Super & Mart stores spread across Mumbai. Commenting on the experience, Shweta Baghel, Chief Manager - Human Resource, Reliance Industries Ltd said,"During store visits and meetings, it has been emphasized on the fact that these employees are contributing exceptionally well to the overall store performance through their special abilities, hard work, dedication & retail acumen".

Gracing the occasion, we had Mr. Sameer Satere, Head HR - West Zone, Reliance Retail Ltd speaks on recruiting Persons with Disabilities at Reliance stores. "After being introduced to the TRRAINs Pankh Project, we hired a batch of 10 deaf students for our Flagship store in Mumbai. After 8 days of their placement, when we took their performance feedback from the store, the feedback was superb. The customer Interaction was overwhelming and the store manager was very happy with the kind of work the Pankh Students were doing. Currently we have more that 50 people with disabilities working with Various Reliance formats".

The felicitation ceremony witnessed Ms Baghel, Mr Satere and Mr G R Venkatesh from the Reliance Retail HR team to hand over the certificates to their employees for their great performance in the stores they are placed in followed by a focus group discussion between Pankh Team, the Reliance HR team and Pankh Students now working with Reliance formats to address if they have any concerns. This showcases the organization's employee-centric policies and concern towards the growth or flawless working atmosphere for every employee. Speaking of the occasion, G R Venkatesh, Chief Human Resource Officer, Reliance Retail said, "Most of the times the Pankh Students bring to the table a much higher level of empathy, customer Centricity, politeness, courtesy, an ability to learn & train themselves and a burning desire to be of use and help to people around them whether they are customers, or the 

company or the organization they work. We look forward to having more such students working in our organization with us."

At the ceremony many of the Pankh students working as Reliance Retail employees, spoke about their tenure with the brand. Nilesh Yewle, one of the Pankh students spoke of his experience of working at one of the outlets in Reliance retail. He has a diploma from J. J. School of Art. He was recruited with Reliance Retail post his Pankh Training as Customer Service Associate. The HR team understood the potential he had for designing after seem his involvement and work in creative jobs in the store. He was then reevaluated and HR team offered him to join as a Creative Merchandise designer for Reliance Retail Outlets. This has boosted his and like minded and potential Pankh student to find a career growth and an industry that will provide them the platform to showcase their talent and use the same for the optimum level of work in the industry and the organization.

 

TRRAIN Retail Awards 2014 - Media Coverage

Alwarpet Times

Dina Edhal

Dina Vanigam

Eenadu

Maalai Sudhar

New Indian Express

News Today

Nungai Times

Rajastan Patrika

Sakshi

Trinity Mirror

Stories of Success, defying the odds!

Success Story of Kavitha

A 70% disabled person from an interior village from Bellary district.  A daughter of a farmer who totally depended on the mercy of nature to get good crops.  His daughter having passed her puc, didn’t know what to do next and spent most of her time at home. The family could manage to afford for her education in Govt school without being burdened with loans.  The family could meet only the basic needs.  The girl having tried in her surroundings for a job for survival, could not  get any as her knowledge was limited.    She was of the opinion that her life is meant to live in village. 

Once she came in contact with Pankh-Alamba Center, it was a new joy that entered in her life.  She was overjoyed to make an entry into the organization and put her best efforts to avail all the opportunities offered.  She completed her 3 month PANKH- Retail Job linked training and immediately got selected in a prestigious organization, Sangeetha Mobiles in Bangalore.  With this, her confidence level has grown to greater heights, and a new world is opened for this person who once was confined to village surroundings.   There is a bright smile on the face of this 20 year old girl whom the organization has offered the salary of  Rs 8,500/-  per month.  She is grateful to Pankh-Alamba for its efforts to put her in the main stream of life which brought dignity of life. 

Success Story of SALMA:

A 70% disabled person from an interior village from Bellary district.  A person surrounded by difficulties viz mother suffering from Asthma, no regular  source of income and as a result of which the family had to survive on the good will of the relatives and well wishers.  The girl led a life full of confusion and frustration after trying to avail some benefits from Govt departments.  Being an ignorant person, assumed that to live a life of suffering is what life has got to offer for her and her family.

Once she came in contact with Pankh-Alamba Center, it was a new joy that entered in her life.  She was overjoyed to make an entry into the organization and put her best efforts to avail all the opportunities offered.  She completed her 3 month PANKH- Retail Job linked residential training and immediately got selected in a prestigious organization, Sangeetha in Bangalore.  With this, her confidence level has grown to greater heights, and a new world is opened for this person who once thought “ My life is only to suffer.” There is a bright smile on the face of this 20 year old girl whom the organization has offered the salary of  Rs 8,500/-  per month.  The intervention of Alamba which is supported by Pankh is found to be greatly beneficial and praiseworthy. 

 Success Story of  KAVYASHREE

A person from Hiriyur with  70% disability. Having passed puc did not  know  where to go and what to do for livelihood. Her father being an auto driver was not much bothered about his daughter, in fact neglected her.  She spent most of her life in her Grand mother’s place and later in hostel.  The most unfortunate information about the girl is her own parents did not accept her but ridiculed her saying “ you are a burden to the family”  Though not her parents to encourage her, she found solace in her friends and grand mother.  This kept her going and she completed her puc successfully.  Somehow there was a fire within to prove her ability and  stand on her feet. She was waiting for an opportunity all the while.  

 The entry into the family of Pankh-Alamba Center got placed her on a new platform which her enthusiastic, hopeful.  She put her best efforts to avail all the opportunities offered.  She completed her 3 month PANKH- Retail Job linked residential training and immediately got selected in a prestigious organization, Sangeetha Mobiles in Bangalore.  With this, her confidence level has grown to greater heights, and a new world is opened for this person who once thought “I am a burden to my family.” There is a bright smile on the face of this 20 year old girl whom the organization has offered the salary of  Rs 8,500/-  per month.  The intervention of Pankh-Alamba has brought a new hope in her life. 

Success Story Kumar

 An ever smiling  person who hails from a district called Koppal.  He had to discontinue his education in between due to grave financial constraint. Being from a family which depends on agriculture for survival, he had to depend on others to guide him for career progression. His father could not help him any more for he had to spend all that he had for his Leg operation.  Though there was financial problem at home, his parent’s kept encouraging him which kept him strong.  There was a long way he had to make but didn’t know the proper way and method. 

 The training at Pankh-Alamba center with life skills did show him a way about future. He made a specific goal to achieve and he is on his way to prove to some of his friends who ridiculed him saying “you  will not be able to work.” Your education is of no use to you.”  His  best efforts brought him desired result and today he is working in Sangeetha Mobiles Stores as a Cashier.   The intervention of Pankh-Alamba has brought a new hope in his life. 

Pankh Spreads its wings wider:

Pankh opens its 16^th center launched a new Pankh centre with Vidyaranya at K R Puram, Bangalore. The training classes with be held in the premises of a church. We have 18 youths who have enrolled for the program from various rural parts of Karnataka.

The Art of Engagement

Most customers relate to people "like me" and who have similar wants, needs, and backgrounds. Knowledge is also paramount to making a sale. If a customer asks questions that no one in the store can answer, the customer will likely go to a store with associates who do know the products. Being friendly, respectful, and personable also helps make sales. Customers feel resentful when they feel a store doesn't care, and so, customers take their monies elsewhere. Building trust brings back repeat customers, even if they have to go out of their way to get a service or product.

One of the things the retail associate can do is just not state features of the product but help the customer picture owning the product. Its at this stage that the customer feel smarter and experience wonder. And say on their own, I'll take it instead of I'll look around.

This and many more such techniques were discussed in the recent held education program with 109 F. Here are some of the testimonials from the associates-

“ I really love the session of training. Such a nice training and I learned a lot about product, grooming and visual merchandising and all store management processes” - Syed Faiz Alam

“ It was a good experience. I got confidence in 5 days training to attend customers”- Santosh Malvekar and Sayed Zohaib Ilyas

“ It was a beneficial training programme for each staff. Through training I have learnt a lot of information about industry. After this training my confidence level has also increased. This training will help me to achieve my goals in future”- Vaghamshi Kajal Rameshbhai

“ I am working with Fusion Beats from last 2 years. Before the training we didn’t have that much knowledge about the fabric and customer service. But after the training we got good fabric and customer service knowledge. Now we can attend the customer properly. Thanks for this training”- Naazneen Abdullah Shaikh

One Amongst The Retailers

One of the obvious trends in business today is increased competition. One reason for so much competition is because the World is now one single marketplace. Additionally, distribution channels like the internet now make it possible for anyone to enter the global marketplace. As a result of increased competition, the rate of change taking place in business is increasing exponentially. For example, internet usage now doubles every 100 days. If you expect to keep-up and survive in this fast paced competitive environment, you must know what the competition is doing. So how do you monitor the competition in this age of information overload? The answer is with Competitive Intelligence.

Competitive Intelligence is a process whereby you collect, analyze, and transform information into intelligence so you can manage the future. Examples of it include everything from collecting the Annual Reports of your competition to setting up automated search routines. The overall objective of Competitive Intelligence is to identify events, trends, and other issues that will impact your organization. 

The best way to implement Competitive Intelligence is to focus on critical questions confronting your organization. For example, how will this regulation change our business or how will the introduction of a competing product impact our business? You must continually monitor critical issues if you expect to compete. If you fail to implement Competitive Intelligence, than you run the risk of operating in a reactive mode. And nothing changes a company more than having to survive.

And we at TRRAIN are developing a module on Competitive Intelligence and how can a retail associate use this tool to the best of his advantage to enhance returns. In addition, through this a retailer can also monitor customer behavior in real-time and improve his understanding about various correlating factors.

To know more about the program, contact-

Abhijit Rao - abhijit.rao@trrain.org