DOCTORETAIL®

Who says shopping isn’t complicated? With the number of variables being plugged into shopping every day, it has become an art & a science both for the Shopper & the Marketer. But, who has made shopping complicated? In the current Indian scenario of such intense competition, the rate of change is constantly pushing new limits. Just a couple of years back, an Organized Retail in-store innovation used to make marketing headlines & office talk across companies. Now, they all seem common place. Every week, companies are fighting for space & retailers are auctioning it to the highest bidder. As the End-cap prices sky-rocket, brand managers need to innovate constantly in-order to engage the shopper just that little bit extra. The options for a typical middle / upper-middle class urban household meanwhile are ever increasing. The phenomenal success of malls & multiplexes, irrespective of their high-end pricing speak for themselves. Shopping behaviour is chan...

Over the past 12 months, retailers have dodged numerous obstacles that could have put their productivity and overall fiscal health productivity at risk. Consumer sentiment has undoubtedly improved, leading to a year-over-year increase in retail sales — especially during the holiday season. However, the global economy is still volatile, which is making shopping behaviors and retail sales moving targets. At the same time, retailers have had to keep pace with customer expectations, which are constantly shape-shifting with the emergence of new tools, apps and services. Even disruptive organizations such as Netflix, Airbnb and Uber have raised the bar on customer experience. Although they are not retailers in the traditional sense, they are giving customers more control over their experiences, and are fueling their desire for personalized anytime, anywhere service. As a result, retailers are tasked to create more seamless, relevant and tailored experiences, while tackling thei...