Sales & MarketZing !

Total , Spar , Reliance digital -------which one to go to , each has a daily dose or Over dose i should say of full page advertisements , hitting you during the weekend , all showing the savings by making a purchase there ,same type of advertisements , every one has the same offers ! This blog's point of view on this :: True it is important to communicate ,but for a single door , or say 2 door entities ,shouldn't be spending money on Mass media and look at a catchment driven activity ,its really not worth the effort or the spends ,unless we are sure that the catchment is penetrated , and the TG there has visited already ! or these advertisements are really driving walk ins ! So do Indian retailers have any clear cut media strategy ! here's our take of the current scenario! Media @ Indian Retail :: Media spends of retail firms are slowly but surely increasing and soon would be a vertical in most media houses , the rush has just begun . Most Big retailers have bought space or

We have debated about this , and had our logic about the effect of the impact of Big retailers on small/traditional retailers, I had an accidental impact study done of this phenomenon , on my visit to my home town .My home town a tier II city ,with decent migrant population , has seen the opening of BIG bazaaar , food bazaar etc and as a result a traditional old time retailer ,close to the biggies in terms of catchment , the small Retailer in fact had renovated his store to take on the Biggies , has SHUT SHOP , as he couldnt make match prices being offered although he enjoyed good standing with customers profitability was a concern at such low prices . Moral :: the impact on Small Retail has one more dimension , type of city and the demographics involved ! what i mean is that , In a tier ii or tier iii city, small retail mite get badly hit , because of limited catchment , less migrant population , and slow development, such cities is likely to be a clear cut case of more fall outs i

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.....yes , Media reports suggest that the great Indian call centre job rush is waning off quite fast , stress plus wrong kind of addictions plus the abnormal working hours are leading to a high " give me some other " job feeling among the callcentre employees , if true , this would mark an end of a potential cycle for retail as when the Call centres came in Retail lost hordes of people , with organised retail likely to grow and the need for good quality people being felt by them its time for retailers to cash in the reversal of flow , which is happening at high tenured employees . What can retailers do to encash in on this reverse flow :: Attack the call centres at their hearts , just as the way they had done with retail , when they set up shop . Based on the level of experience off the candidate offer a decent posting . sell them to a chance to experience first hand customer interaction which is a must in retail which backend jobs dont give at all . The chance to enjoy life

Ask the hardcore front end operations the majority would say that Visual Merchandising function makes Front end operations life a bit interesting .....Yes the science behind JO DIKTHA HEY WOH BIKHTA HEY , if it is treated with some science and data , and there is a plan to it , dead stores or products can suddenly come to life by VM , for instance a simple thing like a tie , has an estimated 70 -80 ways to be tied !!!,A dead window with proper lighting etc and display can be an open invitation to customer to enter the store . VM influences are experienced at the following points :: Store Windows :: Section Store Layout design Mannequin displays Cross promotional displays VM has a role in Selling more /presenting the store to the customer /reinforce the store or retailer proposition among consumer minds . Vm was a highly skilled function , and a few experience professionals where good at it , a Good VM Hand has to be extremely creative /good team player ( otherwise the front end will n

Be it Lifestyle retail or non lifestyle retail , getting into the Women hearts and minds would be the key to a Retailer sucess story ! Maybe money is spent on researching this .but my reading is as the follows :: Insights into the Indian She on Retailing ! Indian She :: is not loyal on the store /retailer front, whoever gives her a good reason to visit would find her there Indian She :: Kids have major say in deciding where to spend and where to try .A Retailer with good toys section / plus say a Mcdonald s as an anchor should not have a problem Indian She :: is still comfortable with her local small stores , organised retail or big hypermarket visits are looked as a family outing ie once in a while phenomenon , not even a monthly one . Indian She :: Would keep an eye for best offers which she will keep talking for some time , say if she has been given a rice cooker with 25 kgs of rice , the friends circle would know .She is a good word of mouth adverstising medium ! Indian She ::Is mo

............Customers ,Some retailers are asking this question , thankfully they are currently in the minority in India , if you have got your location ,the people fit right , store value proposition clearly defined ,backed with a strong loyalty program ,you will have time for your hair to grey ! otherwise it will be tough luck . Most Indian retailers have time to get their act right , as the % of customers using modern retail is very low , dont have numbers on this , but would be auseful number to know Customer is a ghost for most Indian retailers ( maybe the same for all Indian Service companies ) ,who appears once in a while and creates /or demands more Loyalty program is a thing of boardroom discussions but no action , isnt it surprising that the only one of note is the First citizen program of shoppers stop which has evolved to a great extent , lifestyle's inner circle is also on a roll , surprisingly the Pantaloon group doesnt have one yet !! The Customer is not always right