New-age re­tail agen­cies - bridg­ing the gap

Point of Purchase - - TREND -

Talk­ing of In­dian re­tail, what comes across as the first striking fac­tor is its in­tense vast­ness, and com­plex­i­ties in terms of spread and va­ri­ety of for­mats. And to sail through this ev­ery brand needs an able part­ner who can drive their re­tail brand and iden­tity at mul­ti­ple lev­els seam­lessly. Point-of-Pur­chase com­pre­hend­ing this need of brands sets out to find some New Age re­tail agen­cies that prob­a­bly could be an an­swer to the need.

N Jay­alak­shmi As

mod­ern trade grows, gen­eral trade still stands strong and the pur­chase power of con­sumers keeps ris­ing for a brand to man­age the dy­namic and wide­spread re­tail ter­rain is quite a task. And for this en­deavor to be suc­cess­ful they are al­ways in need of an able part­ner, a new age re­tail agency that of­fers end-to-end ca­pa­bil­i­ties right from de­sign­ing pro­grams to manag­ing large scale ex­e­cu­tions. Thus iden­ti­fy­ing some new age re­tail agen­cies that come with a prom­ise to man­age all, Point-ofPur­chase probes into what and how do they look at part­ner­ing brands and drive their brand at re­tail. Begin­ning with the ba­sics we probed into the kind of role th­ese agen­cies aim at as­sum­ing and play­ing for Brands. Most of them see them­selves play­ing a cru­cial role for a brand for as Atul Ma­hesh­wari, Vice Pres­i­dent, Milestone Last­mile says, “With con­sumers con­tin­u­ing to con­sume at a higher rate of growth than any other coun­try in the world, In­dian re­tail in­dus­try is one of the fastest grow­ing in­dus­tries in In­dia. In addition, with ap­prox­i­mately only 4% or­ga­nized re­tail, we see a great op­por­tu­nity in line with our in­te­grated ser­vice of­fer­ings from a long term per­spec­tive, to en­able brands to dif­fer­en­ti­ate and emerge stronger at th­ese ris­ing touch points.” Agree­ing on the same Kaushik Chakra­vorty, COO, Re­tail and OOH Vi­vaki Spe­cial­ist Ser­vices says, “Re­tail­ing in In­dia is a highly de­tailed, process ori­ented and cus­tomer cen­tric busi­ness. The chal­lenges are very dy­namic, con­stant and needs ex­treme ver­sa­til­ity and adapt­abil­ity. The brands and the re­tail­ers there­fore need part­ners who have the abil­ity, the in­tent and the at­ti­tude to work hand in hand with them to tackle th­ese sit­u­a­tions. Thus our role is not to create brand­ing op­tions or sig­nage so­lu­tions or fix­tures or Point of Pur­chase dis­plays only. Our role is to work with the brand to set up the store and give an ex­hil­a­rat­ing brand ex­pe­ri­ence. Our work is to impact the last 3 min­utes of con­sumer in­de­ci­sion in a man­ner that the pur­chaser of the prod­uct cat­e­gory be­comes a con­sumer of our brand.” For San­jeev Ha­jela, Pres­i­dent, Primere­tail - Mu­dra­max, the need for re­tail agen­cies is brought home clearly when one looks at the chang­ing con­sumer be­hav­ior and what it en­tails for the brand. He elab­o­rates thus, “Let’s start with un­der­stand­ing what New Age Re­tail re­ally means: Then - You run out of de­ter­gent. You pick up your wal­let, walk out of home to the lo­cal mar­ket, pick up a pack and re­turn home. Now - you run out of de­ter­gent. You have mul­ti­ple op­tions like: 1. Cal­ly­ourneigh­bor­hood­gro­cerand

ask him to de­liver 2. Pick up the phone and call your

near­est re­tail chain and or­der 3. Or­der on­line with your fa­vorite


4. Or­der on­line at a dis­count site 5. Pick up your wal­let and walk to your lo­cal mar­ket This in a nut­shell is the change that In­dian re­tail is wit­ness­ing to­day. It has be­come quite a chal­lenge for the brands to main­tain con­sis­tent vis­i­bil­ity and com­mu­ni­ca­tion at mul­ti­ple for­mats. Hence the right set of part­ner­ship and sup­port be­comes a very ap­par­ent need. As an agency at Primere­tail, we have con­tin­u­ously ob­served the re­tail evo­lu­tion and the con­se­quent change in the needs of brands and have con­sti­tuted teams with mul­ti­ple tal­ents and de­vel­oped process driven ca­pa­bil­i­ties to cater to our clients.”

Of­fer­ings and USP Quite ob­vi­ously, most of th­ese re­tail agen­cies have carved out a niche for them­selves of­fer­ing a range of ser­vices and defin­ing their own forte. Says San­jeev Ha­jela – Pres­i­dent, Primere­tail,

Kaushik Chakra­vorty, COO, Re­tail and OOH Vi­vaki Spe­cial­ist Ser­vices

Atul Ma­hesh­wari VP, Milestone Last­mile

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