Business Daily from THE HINDU group of publications
Wednesday, Aug 09, 2006
Business Daily from THE HINDU group of publications Wednesday, Aug 09, 2006 |
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Marketing
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Retailing RAMMS to add self-service in `kirana' stores Our Bureau
Boosting retail Studies show that 70 per cent of buying happens on impulse To give consumers a touch-and-feel experience
Bangalore , Aug. 8 Bangalore-based retail consultants RAMMS is working on a project along with an FMCG company to incorporate the concept of self-service in `kirana' stores. The pilot project may be kicked off in Delhi this week. Under this, `kirana' stores, with 500-sq.ft. retail space, will offer self-service convenience like in a supermarket, said Mr Prathish Nair, Head - Marketing, RAMMS. "Studies show that 70 per cent of buying happens on impulse. To encourage this, we need to give consumers a touch-and-feel experience. And our pilot study has shown us that `kirana' storeowners are willing and eager to add this feature in their shops," Mr Nair said. The project will initially be carried out in Delhi and Mumbai and subsequently rolled out nationally.
New clients
RAMMS, which offers end-to-end retail solutions to companies such as P&G, FritoLay, Johnson and Johnson, Samsung and World Space, has bagged the accounts of Dabur, Britannia, Witco Luggage and Kodak in the first quarter. Talks are also on with ITC and Marico. At a media briefing on Tuesday, announcing the acquisition of these accounts, Mr R. Kannan, President, RAMMS, said that there was a new retail consciousness among companies today. "Interest in Indian retail is growing by leaps and bounds. Companies are now shifting focus from brand marketing to retail marketing. In-store retail is gaining in importance every day, as most of the purchase decision happens in-store," he said. The company offers solutions such as retail communication, shopper research, store positioning strategy, signage, store design, merchandising and HR services. It recently designed the store for Inaara, a tableware brand, in Nairobi. Incidentally, Inaara is set to enter India by opening a store in Chennai. RAMMS is a member of the Ebeltoft group, an international consortium of retail consultants.
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