Ze­ro­ing in on spe­cific as­pects

VM&RD - - CONTENTS - N Jay­alak­shmi

Dear Read­ers, as you can see in this is­sue we have marked a slight de­par­ture from our usual fare by fo­cus­ing on one par­tic­u­lar as­pect of the store – the floor­ing. You will agree that a store ex­pe­ri­ence is the sum to­tal of var­ied ele­ments – not the least of which is the floor. But, as the prover­bial say­ing goes, in this case too, the to­tal might be greater the sum of in­di­vid­ual parts. This is be­cause while in­di­vid­ual el­e­ment such as floor­ing and colour­ing and mer­chan­dise might have their own in­di­vid­ual value, the to­tal­ity of the store value mea­sured in terms of the ex­pe­ri­ence might be far greater than the in­di­vid­ual value of each of th­ese be­cause the ex­pe­ri­ence of­fered fi­nally, as each el­e­ment of the space works on the cus­tomer’s sub con­scious per­cep­tion and im­pres­sion, is some­thing in­de­pen­dent. But for it to work ef­fec­tively would re­quire each of th­ese as­pects to of­fer their best. This is the rea­son we have cho­sen to fo­cus on spe­cific as­pects. In fu­ture is­sue we will fo­cus ex­clu­sively on other as­pects such as man­nequins, light­ing, fix­tures etc. The whole ob­jec­tive is to of­fer value in terms of the per­spec­tives from all stake hold­ers – the retailers, the de­sign­ers and the man­u­fac­tur­ers and in the process of­fer in­sights to each of th­ese stake­hold­ers, that they can use. Which is why as I keep say­ing, your feed­back is cru­cial so we can con­stantly im­prove what we of­fer to you. Com­ing to floor­ing, we re­al­ized that while high end bou­tiques and restau­rants have al­ways fo­cused on floor­ing as a big part of their store de­sign, for most other re­tail brands floor­ing may be just a func­tional as­pect. But in­ter­est­ingly, most brands do agree that floor­ing is an es­sen­tial part of their store ex­pe­ri­ence of­fer­ing since it has been es­tab­lished that floor­ing does play a big role in af­fect­ing the cus­tomer ex­pe­ri­ence and per­cep­tion of a brand im­age. That brings to the de­sign­ers and ar­chi­tects who for their part feel that if chal­lenges such as lo­gis­tics, qual­ity of prod­ucts, bud­get­ing etc. were to im­prove, then a lot more can be done with floor­ing. Floor­ing man­u­fac­tur­ers how­ever feel that it is not so much an is­sue of qual­ity as that of in­fra­struc­ture and lo­gis­tics that per­haps af­fect the de­liv­ery and us­age of top qual­ity floor­ing in most re­tail spa­ces. Per­haps what is re­quired is a dia­logue be­tween the th­ese three to re­solve is­sues and ar­rive at the best so­lu­tion.

Mean­while, do also check out all our sec­tions which points to the amount of re­tail ac­tiv­i­ties that are hap­pen­ing in the coun­try whether in terms of new de­sign fo­cus or ex­pan­sion or launches. Looks like there’s never a dull mo­ment in the re­tail in­dus­try. Do you agree?.

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