Elena Mau­rer

Di­rec­tor - Key Ac­count Devel­op­ment LIGANOVA In­dia Brand Re­tail Pvt. Ltd.

VM&RD - - WHAT'S IN STORE? INTERNATIONAL DESIGNER -

In Ret­ro­spect: 2012

Re­tail busi­ness has be­come more com­pet­i­tive. The year 2012 was a dy­namic one for the re­tail In­dus­try. We ob­served that many re­tail­ers made ma­jor changes with re­gard to their ex­ist­ing re­tail strat­egy at the Point of Sales. For ex­am­ple, many changed their ac­tual re­tail iden­tity by cre­at­ing new in­ter­na­tional store de­sign con­cepts. Also, ex­ist­ing re­tail con­cepts have been re­vamped into a more com­mer­cial and dy­namic store de­sign con­cepts. Over­all, the store de­sign de­vel­op­ments in 2012 were fo­cused more on con­sumer-driven store con­cepts which in­cludes: Vis­ual mer­chan­dis­ing, store en­vi­ron­ment and over­all store ar­chi­tec­ture.

Ar­rival of FDI

The im­pact of FDI on the In­dian re­tail mar­ket will be sig­nif­i­cant. In­ter­na­tional brands will not only ex­pose the In­dian con­sumer to in­no­va­tive prod­ucts, but will also ex­pose them to higher stan­dards of dis­play thus rais­ing the bar of ex­pe­ri­ence de­liv­ered to them. A ma­jor shift in the tra­di­tional strate­gies, bud­get plan­ning and in­vest­ments by the In­dian brand is thus on the cards. FDI will also open new av­enues for the re­tail de­sign and fit out in­dus­try in In­dia. To face com­pe­ti­tion re­sult­ing from the FDI pol­icy, brands in In­dia will have to in­vest heav­ily in im­proved re­tail iden­ti­ties, en­hanced win­dow dis­plays and ex­cel­lent cus­tomer ex­pe­ri­ence within the store.

Look­ing Ahead: 2013

In­dian brands will need to act as holis­tic brand re­tail com­pa­nies at the Points of Sales. They will be ne­ces­si­tated to have a much deeper fo­cus on the re­tail busi­ness by cre­at­ing a new shop­ping en­vi­ron­ment and ex­pe­ri­ence for their clients.

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