Pooja Shetty Deora Joint MD, Adlabs Imagica – IRF Trusted Mark

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IRF Trusted Mark

The International Retail Forum Setting ‘Customer Centric’ Standards in Retail

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Pooja Shetty Deora
Joint MD, Adlabs Imagica

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Why Go For Trusted Mark?

The world's first consumer centric 'TRUSTED MARK' – setting global standards in retail and shopping centres
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- has already been launched for roll out in India for retail brands in brick and mortar space and will very soon cover B2C e-commerce brands as well - a step forward to encourage retail brands to be more customer centric and adhere to the ’Trusted’ standards in retail operations.

A visit to the Trusted pages will take you through the development process of this mega scheme. The five year long ratification process included multi stakeholder consultation, continuous improvisation of the scheme documents, inviting public comments and a series of marathon meets of its various committees - following all norms that are required to start a scheme of this stature.

3rd party certification – audited by globally accredited certification bodies (CBs) and in India NABCB (under Quality Council of India, Ministry of Commerce & Industry, GoI) accredited CBs in accordance with ISO/IEC 17065.

The Trusted Scheme primarily aims to serve two purposes:
- To award certification to retailers and shopping centres that demonstrate superior quality and other characteristics which meet the rigorous requirements of the Trusted Scheme. This aim will further include spreading awareness amongst stakeholders in the industry about the Trusted Scheme and encouraging them to improve the quality of their practices, systems & infrastructure.
- To inform and assure consumers through the certification that retailers and shopping centres, as certified under the Trusted Scheme, are in compliance with the comprehensive quality requirements of the Trusted Scheme, which in turn are inherently consumer oriented and focused.
Summary of Benefits:
Certification to the "Trusted' mark assures that the organisation has adequate systems and infrastructure in place to provide confidence to its customers in the quality of service provided by the organisation and further assures that the systems of the organisation have been independently assessed by an impartial third party. The "Trusted" mark certification shall endeavour to facilitate trade, fair competition and consumer acceptance on a national, regional and international level.

First phase
1. Strengthens internal systems & processes wrt to customer care
2. Nothing left to chance wrt Customer promise vs delivery
3. Everything in black & white – well-drafted, communicated and understood policies/ manuals/SOPs
4. Clear-cut Responsibilities and Accountabilities
5. Establish full trustworthiness before earning the Trusted Mark

Second phase
Customer Pull: For consumers, this is assurance that the certified shopping centres meets the stringent requirements of the Trusted Scheme. Trusted Mark Secretariat together with Certified Retailers and Shopping Centres jointly aims to undertake a nationwide campaign to establish the ‘Trusted‘ mark as the seal for consumer trust – generating consumer awareness and assurance needed to encourage consumers to confidently visit retail stores, and shopping centres with "Trusted" certification mark to socialize, shop, eat, enjoy movies & services of outlets and entertainment zones. The key to certification is not only adhering to statutory requirements but also the requirements as mentioned in each of the technical standard.

Trusted Mark Certification explanation By Industry Expert Mr Ramesh Koregave

Master Class By Mr. BS Nagesh

Trusted Shop Apollo Tyres

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Trusted Marks

Trusted Restaurant

Trusted Cineplex

Trusted Funzone

Trusted Pharmacy

Trusted Jeweller

Trusted Shopping Centre

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