What ex­actly is shop­per con­nect?

Point of Purchase - - EDITOR’S NOTE - Vas­ant Jante

Afriend of mine told me this re­cently. Ap­par­ently he went to a con­sumer elec­tron­ics show­room to look at some new gen­er­a­tion TVs and there was one brand about which he wanted to know more, it was one of those TVs with a USB port and which of­fers ac­cess to the Net. When he en­quired about it the counter clerk told him, “Yeh ththoda TV jaisa hai aur ththoda com­puter jaisa hai lekin yeh TV bhi nahin hai aur com­puter bhi nahin hai!”(It is a bit like a com­puter and a bit like a TV but it is nei­ther a TV nor a com­puter!) Well, be­yond that he ob­vi­ously couldn’t say much and with that kind of ex­pla­na­tion of­fered by the sales staff, I will be sur­prised if the TV brand sold any sets at all!

Well my friend and I dou­bled up with laugh­ter as he nar­rated this to me. But it also set me think­ing. Ev­ery brand to­day speaks of ‘re­tail and shop­per con­nect’. But how many of them ac­tu­ally re­al­ize that this so called con­nect is noth­ing but a good shop­per ex­pe­ri­ence at re­tail which in turn is de­pen­dent to a large ex­tent on the re­tail staff. I can re­call so many of my own ex­pe­ri­ences at re­tail where the staff made it or broke it for me. And so we at Point Of Pur­chase de­cided to ex­plore this fur­ther by speak­ing to some re­tail­ers and ex­perts and to find out more about their fo­cus on train­ing. Read all about it in our cover story .

Well one seg­ment where re­tail staff ac­tu­ally makes a big dif­fer­ence is book retailing, an area that is go­ing through a lot of churn. Gen­uine book lovers, while ap­pre­ci­at­ing the con­ve­nience of­fered by on­line stores also feel sad to hear brick and mor­tar book re­tail­ers pour­ing out their woes as on­line busi­nesses are fast eat­ing into their sales. So what are they do­ing about it? Check out our story on this.

Our brands sec­tions once again present some lat­est re­tail ini­tia­tives by brands such as Philips and Good Knight who have gone all out at re­tail to po­si­tion their new range and woo the tar­get au­di­ence. In both the cases, the po­si­tion­ing has been done in a very fo­cused and tar­geted man­ner. Don’t miss it. Also don’t miss our in­ter­na­tional sec­tion in tie up with PO­PON, which be­sides pre­sent­ing some in­ter­est­ing new dis­plays in the in­ter­na­tional mar­ket also of­fers some good mer­chan­dis­ing tips. And of course, please feel free to share with me any feed­back/ideas you may have. We will value it for sure.


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