KIT: Retail trends

Strategic tools for the practising manager

REALISING THE importance of brand identity and an uplifting consumer experience, many brands in India have started focusing on translating the brand personality into communication and messages that reinforce the brand positioning. From materials, shape, in-store music to even smells, the consistency of brand communication is more important at the point of purchase than advertising.

IN RECENT TIMES, retail in India has seen the rise of international brands as consumers aspire for better products and services. This has affected many Indian brands and encouraged them to not only improve their retail strategies but also form partnerships with international brands to gain expertise in operations, supply chain and so on.

ONLINE PURCHASING has become the call of the day with an increasing number of consumers preferring to shop from home. While Amazon, eBay and a couple of other online retailers started the trend to offer a variety of brands and products on their sites, many specialised retailer such as Shoppers Stop are also picking up and gaining ground.