Cus­tomers are look­ing for an ex­pe­ri­en­tial jour­ney in the brick & mor­tar space

Progressive Grocer (India) - - Expert Speak -

We, at Spencer’s Re­tail, stay rel­e­vant to the cus­tomer’s ever chang­ing and evolv­ing needs by cater­ing to those de­sires well in ad­vance. That, we be­lieve, is the most im­por­tant thing in F&G re­tail­ing. We have been able to grow our cus­tomer base by be­ing thought­ful in terms of the mer­chan­dise range, which in­cludes fresh pro­duce, bak­ery, FMCG and gro­cery, beauty prod­ucts, home essen­tials, cloth­ing, bev­er­ages and liquor, with a ded­i­cated fo­cus to grow each cat­e­gory. Con­sumers to­day have be­come more con­scious about what they are pur­chas­ing and it is not lim­ited to ‘value for money’ only; they are look­ing for an ex­pe­ri­en­tial jour­ney in the brick & mor­tar space, while also shop­ping on­line. Some other macro trends we ob­served are that peo­ple are be­com­ing more health con­scious – they are try­ing to go back to the roots and hence gain­ing an affin­ity to­wards lo­cal and or­ganic items. There is also a huge de­mand for aspi­ra­tional prod­ucts. With peo­ple hav­ing higher dis­pos­able in­comes, their dis­cre­tionary spends are also in­creas­ing.

Spencer’s has ob­served that there has been a shift in the chain’s con­sumer base over the past few years. Our cus­tomers to­day are mostly aged be­tween 25-35 years and con­stantly look­ing for en­gage­ments while they are shop­ping. In In­dia, with the im­mense pen­e­tra­tion of smart­phones and high­end tech­nol­ogy, the as­pi­ra­tion level of cus­tomers has gone up on av­er­age and Spencer’s is try­ing to cater to that. Spencer’s is look­ing at ‘cu­rat­ing’ the shop­ping ex­pe­ri­ence with ‘only for you’ propo­si­tion, which will be the key to suc­cess as con­sumers are per­sis­tently look­ing for cus­tom­ized col­lab­o­ra­tion rather than generic of­fers in all cat­e­gories. Dig­i­tal in­te­gra­tion in this re­gard will play a key role and in­flu­ence the cus­tomer be­hav­ior largely in the com­ing years.

Spencer’s is look­ing at ‘cu­rat­ing’ the shop­ping ex­pe­ri­ence with ‘only for you’ propo­si­tion, which will be the key to suc­cess as con­sumers are per­sis­tently look­ing for cus­tom­ized col­lab­o­ra­tion rather than generic of­fers in all cat­e­gories. — Shash­wat Goenka Sec­tor-head, Spencer’s Re­tail Lim­ited

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.