De­signs Drive Business

VM&RD - - CONTENTS -

As global brands of all hues mark their pres­ence on the In­dian re­tail land­scape, the big ques­tion is, should they present them­selves dif­fer­ently to the In­dian con­sumers. Global brands are known to strictly ad­here to their brand iden­tity which is writ large in their store de­signs too. Yet some of th­ese brands have as­sumed an In­dian hue to es­tab­lish a deeper con­nect with the lo­cal con­sumers. At the same time, many of the In­dian brands have fo­cused upon on cre­at­ing a truly global re­tail ex­pe­ri­ence for cus­tomers which is re­flected in their re­tail de­sign. This edi­tion of VM&RD brings forth view­points of lead­ing In­dian re­tail de­sign­ers on what works best in the In­dian con­text. With e-com­merce spread­ing its ten­ta­cles across the In­dian mar­ket, re­tail busi­nesses are find­ing new ways to en­gage cus­tomers at their phys­i­cal stores. The Ray­mond ‘Ready To Wear’ EBO is one such pi­o­neer­ing ini­tia­tive. The store uses in­no­va­tive de­signs and tech­nol­ogy to ren­der a unique ex­pe­ri­ence to cus­tomers, from the point they walk in to the stage when they make a pur­chase and exit the store. Read more about this store in this edi­tion. Will the e-com jug­ger­naut stall at some stage? Vi­neesh Chadha, Di­rec­tor, Au­men­tis Con­sult­ing, as­serts that e-tail­ing is here to stay. He says that e-tail­ers have largely over­come the lack of ‘touch and feel’ by us­ing new tech­nolo­gies and mo­bile ap­pli­ca­tions more ef­fec­tively. It would be in­ter­est­ing to see how phys­i­cal store de­signs evolve in a re­tail en­vi­ron­ment that is go­ing dig­i­tal. The new dig­i­tal trends not­with­stand­ing, brands like JK Tyres are di­rect­ing sharp fo­cus on their store de­sign. This edi­tion presents the in­no­va­tive store de­sign that this tyre ma­jor has adopted to drawn in cus­tomers. I hope that you will en­joy read­ing the ar­ti­cles fea­tured in this edi­tion. Do send in your valu­able feed­back.

Ra­jiv Raghu­nath

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