THE RETAIL XPERIENCE

Organized Indian Retail is a relatively new sector, not over 30 years old with ‘Pantaloon’ and Shoppers Stop being the pioneers in the business. Besides them, there were only a handful of early adopters in the first decade, a scenario that changed rapidly in the second decade. The late 90’s to 2008 saw a plethora of emerging retail brands in India. With apparel and fashion taking the lead, other lifestyle needs were not too far behind. With the economic wave’s upward crescent and disposable income on the rise, the burgeoning middle class was now spoilt for choice. But in the midst of this massive expansion, a critical question to be asked was, ‘Was Indian Retail at par with international retail?’ The answer was apparent with a walk down a high street or malls— the new flavour in organized Indian retail. Often greeted by straightjacketed mannequins with hanging arms and staid expressions, standing in a military formation in a cramped window. This was the face of the store and it...

Smart Visual Merchandising strategies beyond the time tested ones for driving traffic into a store. ‘Red’, the most popular and preferred color amongst brands, retailers, shop owners—big and small— in order to grab the attention of passers-by and entice them to enter their stores. Combined with the oft used oversized text message emphasizing a discount or SALE, shoppers are bound to throng the store. This combination of the color Red along with a SALE message is the classic bread and butter duo, impossible to go wrong with it. Yet, malls and marketplaces teaming with retail outlets, run their discounts simultaneously; making it tough to distinguish one retailer from another with rows upon rows of red banners all shouting ‘Sale’. Minor variances such as the typography often go unnoticed. A pre-decided preference for one brand over the other helps customers navigate the mall, but what about the retailer; can they attract newer customers in this critical period of the year? ...