It’s time to gear up

Point of Purchase - - EDITOR’S NOTE -

Thebiggest de­vel­op­ment re­cently for all of us con­nected with re­tail one way or the other was the im­ple­men­ta­tion by the gov­ern­ment of the new FDI pol­icy. Hav­ing been in cold stor­age (par­don the pun!) for a long time now, the new pol­icy is fi­nally a wel­come move. Of course, the riders and con­di­tions tucked away in be­tween the lines have a lot of room for more think­ing and in fact, there is a feel­ing among some con­nected with the in­dus­try that the gov­ern­ment could have been more lib­eral, though I am not sure how many of my re­tailer friends will agree with that. For me per­son­ally this sig­ni­fies an im­por­tant change in the way brands and re­tail­ers will look at shop­per ex­pe­ri­ence. In­ter­na­tional best prac­tices in shop­per con­nect ini­tia­tives and in-store mer­chan­dis­ing will make the lo­cal in­dus­try gear up. For the POP in­dus­try this is es­pe­cially a time to gear up as MNC re­tail chains will ei­ther come with their own ven­dor/pop so­lu­tion part­ners or will col­lab­o­rate with the lo­cal in­dus­try. In ei­ther case a re­view of ex­ist­ing so­lu­tions, ex­per­tise and re­sources and the con­se­quent adaptation of in­ter­na­tion­als stan­dards is the need of the hour as com­pe­ti­tion, when it comes, will be pretty tough. Of course, it will take a while for the new en­trants to es­tab­lish and con­sol­i­date their po­si­tion here, given the diver­sity and the many cul­tural and other dy­nam­ics in the coun­try’s re­tail sce­nario. But as they say, it is bet­ter to be fore­armed. It is also in­ter­est­ing to see how pre­mium in­ter­na­tional brands ap­proach their whole re­tail vis­i­bil­ity plan in the In­dian mar­ket. For ex­am­ple, the Swiss choco­late brand Toblerone with­out any ATL cam­paign to bol­ster it, has qui­etly gone about mak­ing a grand state­ment at re­tail re­cently with good cre­ative plan­ning and ex­e­cu­tion. Read all about it in our cover story this month. Read also about how home grown re­tail­ers such as Namd­hari’s has suc­ceeded in carv­ing a unique niche for it­self cater­ing to the city shop­per’s need for coun­try fresh or­ganic foods. Shop­pers also bring to mind, the emer­gence of the new shop­ping medium, namely the in­ter­net which has rev­o­lu­tionised the way the new age con­sumer makes his or her shop­ping choices. Read all about it in our story on de­cod­ing the new off­line-on­line shop­per. And as al­ways, we of­fer you more of how dif­fer­ent brands have gone about their re­tail level cam­paigns and how more and more brands are look­ing at the re­tail for­mat to of­fer unique ser­vices and prod­uct ex­pe­ri­ences to their cus­tomers.


Vas­ant Jante

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