What exactly is shopper connect?
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.