The Hindu Business Line : ‘The focus is turned from consumer experience to shopper experience’

Take on retail: Mr R. Kannan, President, RAMMS India Pvt. Ltd, Bangalore, addressing Chandhai, the marketing arm of Business Line Club, at the Thiagarajar School of Management. —

Our Correspondent

Madurai, Feb. 25 The change in consumer aspirations is currently driving the organised retail growth in the country, opening up tremendous opportunities for employment while holding equally huge challenges to overcome.

Where the present phase of growth is heading for and who will succeed ultimately, has no answer at present and would take a few more years to conclude, according to Mr R. Kannan, President, RAMMS India Pvt. Ltd., Bangalore.

The traditional Kirana stores are getting transformed into malls and multiplexes with leisure time. In the process, new employment opportunities have emerged in the areas of mall management, visual merchandising, retail education, shopper research, retail technology etc.

There is, however, huge shortage of skills in manning these responsibilities, he said while delivering a lecture on ‘Retail Marketing- Challenges and Opportunities’ at Chandhai, an extended activity in marketing of Business Line Club, at Thiagarajar School of Management, here.

With over 58 per cent of population below 26 years and backed by purchasing power and financial options, the perceptions are undergoing a change. Brand consciousness has emerged. The consumer pressure is felt in cities like Bangalore where the shops are sought to be kept open till late night. The entry of corporate bodies like Reliance into the retail space and association with multinational companies are offering new experiences.

The focus is turned from consumer experience to shopper experience. The Government is under pressure to relax the laws relating to direct entry of multinational companies. What format will suit the country is still a big question. All along, the price has been the only consideration. Now, convenience, range, experience etc. do matter, he said, explaining the changing scenario.

Speaking on the challenges, he said that given the diversity in the population and spread in geographical coverage in the country, emerging retailers are faced with the problems of positioning their products, location, format, manpower, viability etc.

While internationally it is felt that large formats would be a viable proposition, India presents itself in a different category. The retailers are not still firm on the approach as to whether to multiply their presence in many places or improve and offer shopper experience in all places, he pointed out.

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