Originally published in Retail Design World
The retail sector in India is on a roll
since Foreign Direct Investments (FDI) policies have made it conducive
to international retailers to set up shop in the country. The changing
socio-economic scenario, upgraded lifestyles, influx of international
global brands and additional disposable income to the average Indian,
have made the retail industry all the more attractive and lucrative for
businesses and investors alike.
Organised retail in India was born more
than a decade ago when the first hypermarkets were established. The idea
then was to set up stores which cater to the majority of the population
– the office going class – with shops based on discounts, offers and
set in a more comfortable and familiar environment, as opposed to the
swanky interiors of a branded retail store. These stores had to consider
the mindset of a traditional value-based consumer who based decisions
on a touch-and-feel shopping experience.
This phenomenon of giving consumers the
experience of Indian local markets but in an organised, maintained,
self-browsing, and air-conditioned environment has made this concept a
huge success across the country. The organized retail sector is set to
evolve further with the arrival of new international hypermarket giant
brands in India.
Another aspect to consider in the current
retail landscape is that more people are travelling globally and
therefore have access to international retail experiences. This exposure
has generated the growing demand for a better and exclusive retail
shopping ‘experience’, inclusive of e-commerce.
With the average Indian population below 35 years of age,
e-commerce has seen a consistent rise over the past few years. The
diffusion of Internet access deep into the small cities and towns across
the country has made it a more viable and cost-effective option for
retailers to set up shop online. As such, the growing population of
Internet users is giving a huge boost to e-commerce industry and
technology is changing the way people shop.
The ever-changing scenario in the retail
industry has posed some serious and important questions to designers to
come up with innovative and customer-centric environments, which focus
not only delivering a ‘wow’ experience every time a customer walks into
the store, but also in maintaining consistency across various touch
points a customer has with a brand: apart from a flagship store, these
could include online portals, pop-up stores and shop-in-shop in malls.
The customer is delighted when the brand is able to deliver the same
experience and quality every time he shops across these different touch
points.
Physical and virtual retail environments
need to co-exist, seeing as today’s Indian retailers wants to
incorporate the online world and hands-on engagement in their retail
stores, while also directing customers to their stores when browsing
online. Local retailers need their retail environment to provide a
consistently rewarding experience that encourages customers to associate
themselves with the brand across different platforms. To stand out from
the fierce competition, it is vital to build an emotional connection
between the customer and brand and increase sales by way of advocacy and
customer loyalty.
Raviraj Deshmukh is a design delivery manager at I-AM, Mumbai.
Visit Our Website- https://in.i-amonline.com/indian-retail-balancing-act-raviraj-deshmukh/
Address-:
P-2 Raghuvanshi Estate
11/12 S B Marg, Lower Parel
Mumbai 400013
Please get in touch:
Brian Pinto
Country Head
+91 9930519476
brian@i-ammumbai.com
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