100 Days of Employment

It’s ironical that I am writing this article on my 100 days of Employment from home. So be it. Out of the 100 days, 25 have been Work from Home, a first of it’s kind in my 2 decades of being employed. The first day of my job and almost everyday thereafter have been on the shop floor, meeting, interacting and solving consumer challenges – from helping them to choose the right merchandise to closing a sale, somehow. But the last 25 days have been very different, thanks to Covid-19 Crisis and the ensuing lockdown. More on that later.

 

Mid-December 2019, I was lounging with my classmate who had come to India for a vacation. We were at Westminister, Crowne Plaza (though we still call it as Park Sheraton) which is our favourite hangout for the past 20 of the 24 years we have known each other since studying UG together. The Waiter who used to serve us way back then is now the F&B Manager of the Hotel, something that makes us feel happy that everyone around us has been growing. I received a call from an unknown number and the caller identified himself as an HR Consultant and spoke briefly about a Coffee brand. In the next 24 hours, my tickets were booked to Bangalore for a face-to face Interview with the Management and in the next 7 days, an Offer Letter was sent while I was on vacation at Jim Corbett National Park for Christmas holidays. Things moved very fast, to my own surprise but that’s how God’s grace has always been. He surprises us without even us realizing what He is up to. I joined the company on 3 Jan., on my Father's Birthday!

 

I completed 100 days recently at Levista Coffee as Vice President managing Sales, Marketing, Supply Chain, Logistics and everything in between. It has been a very short tenure yet, but a very fulfilling one. Be it setting up a Corporate Office from scratch (Furniture, Interiors, what not), to plan a detailed Business Plan for the next 24 months as I lead the company to greener pastures with a vision to accomplish 5% Market share of the Rs. 2,200 Crore Instant Coffee Market annually in India of which 80% is held between HUL and Nestle, who’s majority of business comes from Southern India. I have been fortunate to interact with executives and experts from the Indian Media Industry – small, big, large as well as meeting staff members along with prospective new recruits to join and grow the Sales & Marketing team meaningfully. Have also met and interacted with some very bright minds from the Indian Retail ecosystem who have been very supportive to a baby brand that we are, which is only 27 months young now.

 

After 100 days of this tenure, everything seems surreal. I was an Accidental Entrepreneur, thanks to a turn of events in the family way back in 2014. I was not prepared for running Retail Businesses or E-Commerce although Consulting was always on the cards. While all my entrepreneurial escapades went bust including a few Crores of personal savings between my wife and me, what has remained are memories and learnings. Something which I will cherish all my life and of course, am putting them to good use every day. Working for a retail company is very different than running one, for it’s easier to get paid than to pay employees. My hyperlocal ecommerce venture, which is incidentally the most utilized today during the N-Covid Crisis, where we delivered FMCG from nearby Retailers to Consumers was way ahead of time, perhaps. I received messages from a few friends over the last few days and even potential Investors who appreciated my forethought but was difficult to execute it then, due to lack of funds then.

 

Miles2Go Advisory Services, my Consulting firm worked with at least 50 Entrepreneurs on business ranging from Jewellery to Organic Bio-Manure, Agri-products to Idli-Sambar serving restaurant chains. Airports, Railways, Travel Retail Concepts were some of the areas where I worked in various consulting roles. This rich experience and exposure for over 60 months has helped me immensely as I wade my way through this complex maze of Retailing, yet again wearing a new hat (and new clothes!). I am learning every day; with a clean slate every morning – that I do not know anything about Retailing or the Retail Industry and that I get one more day to (unlearn) and learn from scratch.

I have Miles to Go. I have just begun.

Retail Employees Day

12 December is celebrated annually as Retail Employees Day, an occasion to thank the frontend staff who have taken up Retail as their preferred occupation. Started in the year 2011 with a few outlets, RED 2019 was celebrated with much fervour across the country with celebrities coming forward to wish and thank the front-end staff for their continued service.

It was a chance meeting that Mr. BS Nagesh, Former MD & CEO of Shoppers Stop, India’s much respected Department Store Chain, had with a few staff on the shop floor when he was setting up TRRAIN – Trust for Retailers and Retail Associates of India, that the staff said they were not being recognised for the work they do at Retail Stores. Thus was born RED, as a day to show gratitude to the staff who work multiple shifts daily, travel long distances mostly on public transport and in many cases, a primary or an ancillary bread winner for the family along with the parent. 

I am personally quite happy that RED has grown and like how over the past decade.

To give you a perspective, every 7^th person in the world works in a Retail Environment, directly or indirectly. This includes people who work on the shop floor, at warehouses, those who are involved in supply chain and delivery and so on. In India, over 40 million people are directly employed in the Retail Trade which contributes to 3.3% of India’s GDP. 

Today, India boasts of over 800 Malls of which at least a Third of them clock a turnover of over 300 Crores annually. Two decades back, shopping was restricted to the nearby Kirana Shop for buying day today Grocery & Household shopping and the city centre or the “Market” area where consumers would flock during festive occasions to buy clothes, accessories, footwear, home furnishing, etc. even as the annual shopping trend (like today) was non-existent. 

The taboo of working in a Retail Environment can be best explained by me, perhaps since I have faced flak personally during my early days in Retail. 

I started my working life at the age of 19 scooping Ice-Cream at Baskin Robbin’s first outlet in Chennai as a part-time employee from 11am – 3pm while pursuing my second year B. Com (evening college) as well as attending NIIT classes at 7am, to acquire coding skills of C, C++ Visual Basic and so on. I was chided by “elders” (but not my parents) in the family for working as a “server” at an ice-cream joint and was forced to quit the part time assignment in less than a year which was feeding my pocket money. 

However, I was so impressed with this Industry that I ditched my coveted Computer Education only to pursue an MBA in Marketing after UG, join RPG Retail through Campus Placement as a Management Trainee and a few years later, added the tagline “Retailer by Profession and Choice” to my bio which remains till date. 

Even during my stint at Foodworld Supermarkets, my own extended family members as well as a few neighbours would mock at my choice of employment, much to the chagrin and embarrassment of my Parents. They thought I didn’t get a more “handsome job”, was working at a “shop” which wasn’t the best of jobs one could get after a respectable MBA and wasn’t “marriage worthy” although the Industry was paying good salaries, took abundant care of the employees with benefits, provided decent pay, incentives & compensation and most importantly, Customers immensely respected the Retail staff. 

Its so nice to see celebrities coming forward to thank Retail employees for their stupendous efforts and good work. Some of it is sharp marketing, one may say. So be it. At least, that way the likes of King Khan associate himself with the Retail Industry and the staff, raising the bar at how “we” are perceived in the society. 

This is just the beginning, as I famously quote that “The Great Indian Retail Story is yet to be fully told and is still to meaningfully unfold”. Watch this space. 

And thank you, Retail Industry. But for the choice of continuing to work at Baskin Robbins in 1997 despite the discrimination from the society, I wouldn't be where I am in life and most importantly, wouldn't have written this piece. 

Much obliged and always proud to call myself a "Retailer by Choice". Here's wishing all the employees working in ur Industry a great future ahead. 

L for Learning - from The Chennai Silks Fire Incident

Chennai’s T. Nagar, which is world-famous for its shopping hub has been in the news for a wrong reason since the past few days. One of the largest Retailers from Tamil Nadu, The Chennai Silks’ retail showroom had a minor fire on the wee hours of Thursday, 31^st May 2017. And gradually the fire spread all through the building eventually burning the entire building down. The building constructed over seven floors had a floor-plan violation and a case is pending in the Indian Courts for a long time now to decide whether their violation was acceptable or otherwise. The Ministers, Corporation Officials and others in the Government who were hand in glove all this while have distanced themselves suddenly and alleging that the Retailer did not take adequate measures which led to this tragic incident. Fortunately, and as per media reports, no one was injured nor any casualty was reported in this tragedy since the fire was first observed at 4.30am and apparently the Fire Tenders reached by 6am. It had taken about a day and half and over 100,000 litres of water to douse the fire completely. As I write this column, the Government has decided to demolish the building as a safety measure for the entire area – including residences on the rear side as well as the hundreds of shops around this structure.

This was a nightmare that I have envisaged over the past 20 years of my active life in Indian Retail and this sad event actually occurred which I am unable to come to terms with. The callousness of business houses as well as the attitude and apathy of the officials in allowing such illegal structures without adequate safety norms, especially fire safety, is to be abhorred.  How on earth can a seven storeyed structure come on up a narrow 50 feet road and which has a flyover right opposite it’s fascade? No wonder the Fire tenders were unable to do much due to lack of space for this purpose which is one of the prerequisites of seeking approvals while constructing such a large structure. And a minor fire couldn’t be doused by the 14 staff who were in the shop at the time it occurred goes to show how much importance some of us Retailers give to fire-safety norms.

It is being widely discussed on social media through messages on Whatsapp that the Retailer paid Salaries exactly on 1^st June to its employees and also creditors were paid their dues. As a retail chain of 50 years with 17 stores across 14 cities, I would expect them to have these simple systems and processes in place. While I respect the fact that the Retailer went about disposing it’s duties, how would the Retailer compensate the loss and livelihood of thousands of people involved in their businesses who have their outlets in and around the building where tragedy stuck? The Secretary of the Association of Shops in T. Nagar pegs the loss at Rs. 50 Crores per day. While the Retailer itself would have insured for the stocks, property and losses, who will compensate the losses of others who have been disturbed by this incident?

To give you a perspective, the Sales turnover in and around Usman Road, T. Nagar is pegged at about Rs. 18,000 crores pa. Yes, you read that right.  It’s not just the sheer volume of sales that occur here but the livelihood of the people who are part of the ecosystem here. Will the Courts take a cognizable view in this front and punish those guilty and set an example? Time will tell.

D for Delight - Customer Delight

It is an almost daily endeavour for Retailers to “delight” their customers, which is perhaps the highest level of “Customer Service & Engagement”.  Brands like Apple, Gap, Disney, are a few global examples that have delighted their customers, which have become global case studies. Back home, Retailers like Shoppers Stop and Café Coffee Day have set very high benchmarks in Customer Delight which are continued to be emulated by small and medium retailers till date. One such recent example is restaurant chain “Rajdhani” which recently held a special preview for their preferred guests of the “Aamlicious” menu.

We were invited to be part of this special Dinner session on Monday 3^rd April 2017 at the flagship outlet of Rajdhani that was held at Phoenix Market City, a premium Mall in the suburbs of Chennai. Even as we entered, the entire team who were eagerly awaiting our arrival welcomed us with a special mango-based welcome drink. The Head of customer engagement was personally present at the event who struck an instant conversation with all the guests. She was open to discuss the current business scenario and informed us that post Demonitisation, there hasn’t been much impact for them since a majority of their customers paid through debit or credit cards.

After a while of socializing, the team started serving the new Aamlicious menu, which is a summer menu with Mango, the King of fruits and the summer special as a central theme. There were starters, salads, entrees, main course items and of course the desserts. The Captain of the table explained each item in great detail and suggested pairing of food with the new Aamlicious menu. Despite our repeated requests, the team went on serving more and more of the tasty items that we were feeling over-fed in just 30-45 mins since starting dinner. I had to take a 5 minute break before the dinner was all over. At the end, we were introduced to the Maharaaj, the Chief cook who comes up with such delicacies year after year through extensive research and analysis of customer preferences.

To experience this menu, reach out to any of the Rajdhani outlets in your city.

So here are some lessons from this initiative of the Food Retailer about Customer Delight which is worthy of emulation by the Industry.

Remember your Customers: Every time you have a special activity, a new product launch or a new menu, do remember your loyal patrons. A single happy customer (like me) will talk about their happy experience to a hundred people.

Product Consistency: If you are in a product business, especially the food business, it is vital to ensure the consistency of the quality of the food items. It is one thing to invite guests but if the quality slips, everything is down the drain.

In-Store Experience: Retail is a business where no matter how many millions are spent on Marketing, Advertising, Branding & Promotion, it is the final experience that the customer encounters at the store that matters the most.

--> Customer Delight is not a destination but a journey which Retailers need to keep working on constantly, every day, every time the customer visits us.

C for Conversion (Footfalls to Customers)

One of the biggest challenges for Retailers is customer conversion. In large formats such as Malls, Department Stores & Hypermarkets, the opportunity is huge but in reality the conversion rates are quite poor. It’s a completely different story at supermarkets and fashion retail stores. The conversion in E-Commerce is a completely different effort altogether. In this article, we explore various opportunities for Retailers to engage with customers for better conversions.

Drive footfalls

One of the most important things for a Retailer is to drive footfalls in to their store, no matter if they are located on a high street or a shopping complex such as a Mall. This could be done through creating interesting visual displays on the shop front, attractive shopping offers, images of brand ambassadors, new launches of products (and services), “Happy hour” shopping boards, to name a few. The key here is to drive footfalls in to the store and leave the Conversion to the shop staff, which is of course, easier said than done. Retailers should look at various ways through driving more and more potential customers to the store as well as get back past customers to shop repeatedly with them. In E-Commerce, potential customers leave a digital footprint and most of them do not know that, however e-tailers follow the trail and repeatedly reach the said potential customers through various ways such as Re-Marketing through Google & Facebook. You may wonder how does the same product that you saw a few days back on a popular website still shows up on your Facebook screen – this is it. Indeed, its eerie that our digital footprint is captured, but hey, when you get a product for free, you are the product, remember!

Tie-Ups with other Retailers

Many times, Retailers collaborate with each other and co-promote their products and services. For Ex., when I launched my Hyperlocal venture Oyethere.com, we gave away free vouchers for beauty treatments from Naturals Salon, India’s largest Salon chain along with each purchase. At times, the Gift Voucher value was the same as the shopping value of customers and they were really glad that they actually got back their money back. During Diwali 2016, a clutch of Retailers in Chennai got together and created Chennai Shopping Festival where more than 300 retail stores participated and promoted the event driving footfalls to each other’s stores. It is quite common to see larger international properties such as Dubai Shopping Festival, Singapore/HKG Shopping Festival and so on where Retailers come together and distribute store traffic to each other. Ecommerce giants like Snapdeal create Shopping Days which bring together thousands of retailers together and offer best deals to customers.

In-store Experience

Once the potential customers enter the retail store, that is where the magic of converting passers by to customers lies. Through store props, product displays and discounts or promotions, Retailers encourage customers to buy the products or services then and there. It is important to remember that the conversion period is very limited since customers might be in a hurry or may lose interest if the offering is not attractive. Therefore it is important to ensure Customer Conversion efforts are looked into carefully and continually by Retailers.