TieCon Chennai 2015 - Highlights

It's been a year since I turned an Entrepreneur. Ever since, I have been a member of TiE - The Indus Entrepreneurs, Chennai which is a group of current and future Entrepreneurs. The syndicate is professionally managed by a team of able people and has successful Entrepreneurs as Members, Charter Members and various other roles. TiE conducts atleast 3-4 events every month which is open to all members and non-members can join by paying a small fee. In the one year that I've been a member, I have benifited immensely by getting to know some very interesting and knowledgable people, some who have even turned out to be my business beneficiaries. TieCon is an annual event held by the Syndicate which aims to bring together Entrepreneurs of various walks of life. The current year's edition was held on Saturday, 31st Oct. 2015 which was preceded by an Awards Night were a few Entrepreneurs were recognised and honored for their contribution to the ecosystem. The event was held at The Grand Chola, one of the marquee locations in Chennai and is probably one of the biggest of its kind in the country.

The day started from 8am onwards, with bring entry of participants and a quick introduction and networking. The official proceedings commenced with a Drum show (yeah, Jus Drums! was the name of the team that performed) which woke not just the senses but also set a great day in motion. There were addresses by the Distinguished charter Member, Mr. Lakshmi Narayanan, Vice chairman of Cognizant Technologies, which is among the top 5 IT services companies of India,  Current President of TiE Chennai, Mr. Naru Narayanan and Event Chair, Ms. Padma Chandrasekaran. The day started  with a session by Mr. Mahesh Murthy, an angel Investor who has more than 50 companies in his portfolio which was followed with a key note address by Mr. Ronnie Screwala, Founder and CEO of UTv Pictures, a first generation Entrepreneur who was also the first in the country to operate a private Cable Tv Network way back in the 90s. He spoke about his journey, the struggles, the good ones and the not so good ones and the various aspects and facets of Entrepreneurship. 

Mr. Girish Mathrubootham, Founder of Chennai based Freshdesk, a SaaS company that provides tools for customer Service and Support to more than 50,000 clients all over the world was awared Big Billion Baby which included a fireside chat with the man himself, ably conducted by Mr. Chandu Nair, another serial entrepreneur and charter member of Tie Chennai. Girish spoke about his inspiring journey, hailing from erstwhile small town Trichy, having worked with some of the largest companies earlier which provided the same service, his first fund raise, the ups and downs and finally about the recent $50 million funding received by the company. An extremely humble and down to earth guy, he spoke about how Entrepreneurs have to sacrifice quite a bit of their family life and family time. Incidentally, the day marked his Wedding Anniversary too.

After this session, there was various Masterclasses, Mentoring sessions, Luncheon meetings and so on which was well attended enthusiastically by budding Entrepreneurs. 

I couldn't attend any of these sessions, for my latest and upcoming Hyperlocal Ecommerce Venture Oyethere.com was among the Top 20 Finalists for the Pitchfest which is a highlight of Tiecon. We were selected among 100s of applications that were submitted over the past few months and it was an honour and privilege to meet potential Investors and to have a one on one discussion with them. I had the opportunity to pitch to 8 Investors, and the feedback for the venture from each one of them was overwhelming. The Investors acknowledged the hotness of this category and wished me luck for the future. Some of them have said that we could meet in the coming days to discuss further. Will know the course of action and next steps in the coming days. 

After the Pitchfest was over, I joined back the main session which had an interesting standup Comedy session by Arvind Subramaniam of the popular theatre group Evam. The valedictory session was led by Mr. Raju Venkatraman, Serial Entrepreneur and Founder of Medall, a Chennai based Healthcare Company. The final session of the day was on Leadership Lessons from Actor Rajnikanth, presented by Mr. Mohanram, Theatre personality, Actor, Trainer and Entrepreneur. 

The day ended at 6pm with a lot of learning to more than 1,500 people who had gathered for the event. I, for one was double delighted with the recognition that my venture was given as well as meeting and hearing snippets from Entrepreneur stalwarts. 

Breaking fast the traditional way!

Indians are fond of their meals, especially their breakfast. Except that they find increasing lesser time - to prepare as well as to consume. A typical bachelor skips his or her breakfast atleast 17 times or more a month according to a survey conducted by the students of a premier B-School in Chennai. And most other times, their obvious choice is Maggi or Bread & Jam prepared in a jiffy at home or hostel or mansion where they live. In the family households, its usually Idly/Dosa in the South Indian households on the weekdays and something a bit more exciting on the weekends when the family spends more time together. Typically, the breakfast options include Omlette with Eggs and/or Parathas/Puris in the North & East of India while it is the ubiquitous Vada Pav & Poha in the West and Central parts of India. The upwardly mobile and the health conscious have moved on to more healthier options such as Corn Flakes and Oats, which is more a fad at the moment than a habit. Doctors prescribe atleast 3-4 short meals a day with a 3-4 hour break in between and recommend that the Breakfast should be the most healthy and sumptuous while Dinner should be the least. 

With increasing awareness through TV and Social Media coupled with higher spending power, consumers are naturally looking at better options for their breakfast. India has the highest number of Diabetics in the world and those having this disorder are stricter with their diet regimen than the others. A large segment of Senior citizens who are part of SEC A+ A and B are also quite health conscious with their diet, especially their breakfast. And this is good news to companies who are operating in this segment. Kellogs India has been present in India for 15 years now and has gradually replaced traditional breakfast with their corn flakes over the years. There are many variants of the Corn Flakes now and are an attractive for people of all ages. Another rapidly growing breakfast category is the good old Oats, but in a new avatar. Oats has several benefits: cholesterol, sugar and weight control; easy to digest; filling and energising; fibrous; and easy to prepare, says a Nielsen India report, 'Oats are making waves at the breakfast table'. The annual sale of oats is growing at 38%, higher than the breakfast cereal category's 21.7% growth according to the report. Quaker Oats is the market leader in the organized Retail segment followed by Kellogg's, Saffola (from the house of Marico Industries) and Horlicks (from Glaxo Smithkline). 

Kellogg's has done a lot of innovative and interesting Marketing over the years and some of them have been within the confines of the retail stores as well as outside through traditional and social media. At Retail Stores such as Food Bazaar, part of the 12,000 Crore Future Group, Kellogg's conducts sampling exercises of its corn flakes and oats to customers - normally a small portion is given to sample the product and apparently, there is a 30% conversion of users to buy the product, according to Ms. Smita (29), a product associate at one of the retail locations who has been promoting Kellogg's products for over 2 years now. Saffola provides samples of oats along with 2/5 Litre Oil packs to its customers and such exercises are undertaken at premium retail outlets to reach out to the relevant target segments. "Kellogg leads the ready-to-eat cereal category and is a major player in oats. It continues to innovate and invest. Kellogg's Oat-bites is the only ready-to-eat in the market. We expect to see sustained growth in breakfast cereals, driven by consumers' increasing nutrition awareness and spending power," said Sangeeta Pendurkar, MD, Kellogg India in an interview to Hindustan Times.

On Pongal day this year (15 Jan. 2015), which is celebrated as Harvest Festival in the South of India, Kellogg's put out an interesting advertisement on the first page of The Hindu - proposing readers to switch over to Oats pongal as an alternative to the traditional Pongal which is made out of Rice & Ghee. The idea had a mixed response among readers. My 73 years old aunt was happy to note that there was such an option from Kellogg's - she has been consuming Oats for a couple of years now and sensed that this could be tastier and crunchier as well. Some people felt that nothing can be replaced by the steaming hot traditional rice pongal which is consumed with a tinge of liquid ghee on it. 

From a "call to action" point of view, I felt that they could have done a bit more than just mere advertising. In today's context, Modern Marketing is all about reaching out to consumers collaboratively. Kellogg's could have perhaps provided free samples along with the newspaper, quipped someone. I spoke to a general marketing practitioner and he said most companies have refrained from such activities because a few retailers take advantage by buying newspapers themselves and hoarding the free samples. Also, logistically, it is a nightmare to attach a sample pack with every newspaper, especially at 3 am in the morning when the newspapers reach the distributors. Instead, Kellogg's could have tied up with a prominent retailer which could have provided free samples. This way, the brand could have collaborated with a Retailer to drive footfalls which benefits the latter as well while attracting massive visibility. The paper-cutting could have been used to redeem the sachets at the retail store. And perhaps the customer would have also bought a thing or two in addition to the free sample. The same Ad through the Kellogg's Facebook Page could have generated much interest to the internet addicts as well - they could show the Ad to the retailer to get a sachet too!

The upcoming years would be interesting times for Retailers and Brands. Its not about selling (products) to consumers anymore. Its all about engaging them for the long term. And we have just begun. 

EMIs to the rescue of Retailers

I have been receiving emailers from Bajaj Finance, one of the largest consumer finance companies in the country for a long time now, ever since I bought a couple of stuff using their services 5 years back. I still haven't unsubscribed to their mails, hoping that I get to gain a lot of insights into Consumer Behavior day in and day out. The one that I received today was a bit surprising... Even as I just finished my daily quota of early morning news releases, Bajaj Finance sends me an email that the newly launched iPhone6 can be bought using their services through EMIs, while Apple had announced earlier in the day that they have advised Retailers to discontinue the EMI Schemes specifically for the newly launched models due to overwhelming response and low stock quantity. Wonder where the communication channels failed between Apple, the Retailer and the Financing Company, clearly that there was an overlap of information to consumers which is misleading. Leading Retail chains such as Univercell, The Mobile store, EZone and a whole lot of smaller local resellers have been offering EMIs on the newly launched iPhone6 and 6 Plus.

Apple has been struggling in India, not because of a slowing market. Its quite the opposite. More and more people are embracing the Apple Ecosystem and this trend is clearly visible every time there is a new launch. For a country of over 1.2 billion with 300 million youth population, assuming a 0.1% population that would aspire to buy a new iPhone, Apple Inc has dispatched just 55,000 units of the newly launched model. This is quite amusing. Apple Sales have been scaling higher and higher in India over the last 2-3 years, yet the US Headquarters hasn't been giving the subsidiary and the market its due. In fact, it was the news recently that Apple India had to almost fight with HQ to advance the sales of the newly launched models ahead of Diwali to cash in on Festive sales. That the Sales would have been the same otherwise too, is another matter.

So why has Apple advised Retailers not to offer EMIs on the newly launched models? According to trade partners, the reason is three fold. To begin with, the company wants to create an atmosphere of desirability - EMI is the easiest way for youngsters to posess the product and Apple wants to keep it away from this lot of consumers. By not offering the EMI, only those who can really afford would end up buying the new models and it would command a premium in the market for a much longer time. Second, Apple and the Retailer would have to bear the interest costs partially since the EMI would be offered interest free to the consumer and it wants to minimise this cost at the moment. Third, Apple wants to clear the past inventory in the market; Models such as the iPhone 4 and 4S which were released over 3-4 years ago are still available to buy in the market and since there is no bigger market opportunity than India, Apple perhaps wants to clear the last lot of models asap.

So, if you are looking for a great deal on an older model of iPhone, now is the time. Rush to your nearest Retailer and negotiate a good deal, which I am sure they would be happy to offer. After all, an Apple product has a wonderful ecosystem and the older models too have a great experience to offer.

The iPhone Saga continues...

When I posted on my Facebook page at 11.35pm on the night of 16 Oct. 2014 that I was the first in the city of Chennai to receive a 64 GB Gold variant of the iPhone 6, someone sarcastically quipped "So?!?" Well. It was no big deal. Really. Anyone could have been the first one if they had put in the effort. And for me, it was pure fun. And a Retailer's delight too - to see how a Retailer delights his customers through completing a much anticipated and well hyped "transaction". In many parts of the country, the event was quite publicized and draw discerning customers to the Retail Stores - one retailer in Chennai had gone a step ahead to rope in leading actress Hansika Motwani to do the honours. India's largest mobile store chain, The Mobile Store took a full page Ad in national newspapers urging people to preorder and get the device in the midnight. Flipkart, India's largest ECommerce company along with rivals Snapdeal and Amazon was taking preorders promising one-day delivery. Crazy Apple Fans lined up the outsides of the Retail Stores, from UB City in Bangalore to Select City Walk in New Delhi's posh Saket area. I, however chose to skip the queues and chose to book with a low-key Retailer close to my workplace. I really took a chance with this Retail Shop, it is called Hello World located at Adyar, in South Chennai. They charged me Rs. 5,000 as booking charges 5 days before the original launch and assured to deliver the phone by midnight.

 On the day of release, I called then twice during the day to check if everything was as per plan, and they continued to assure that they were geared up for the event and I could come over after 11.30 in the night to collect the "piece". Yeah, ultimately its a piece, but a precious one though! I finished work, went home, had shower and dinner and drove back to the shop and reached around 11.15pm. There were 2-3 other customers who had turned up at that time. I was actually taking a chance, just in case they offered to sell the piece well before the time the invitation suggested. And in true Indian style, they did. They "sold" the first piece to me well in advance of the promised time but cautioned me not to activate the phone until 00.00 hours, lest I lose warranty.

I came back to my car, clicked a Selfie and shared on social media and whatsapp groups - small thrills, you see. And was greeted and responded by many people whom I knew and didn't. I really felt happy that the Retailer stood its purpose and kept us its word by delivering what was promised.

I came home and waited patiently, only to activate my new iPhone6 at 00.05 hrs. Its a delight to restart or swicth on an iDevice. And I love that experience absolutely. The finesse with which a product has been created and packaged - Hats off to Steve Jobs for this. I have been using Apple products for a decade now, with my first one being an iPod Nano 4GB. In the year 2004, it was a miracle to store over 10,000 songs on a single portable device that can be heard through headphones, on a car through an AUX Jack as well as played on a music system. And Apple has gradually grown its line-up. at the moment, I guess they have over 30 SKUs, some in sales in a few countries while some have been discontinued from production as well.

There have been a number of reviews about iPhone6 itself, so I am not going to get into the technicalities. Your favourite news websites are a better source than mine. So, I would urge you to read what you think suits you best. I am only going to share how it feels as a user, as a keen observer of consumerism, as a retailer and as a Retail Consultant who advises various businesses.

The iPhone6 is a tad bigger than the previously launched iPhone5S. The beauty of the earlier iPhones and iPods was that they could be managed using one hand, depending on what suits you. Not anymore with the new model. While a few can hold the device comfortably in one hand, most people, including a few women may find it difficult to use it on one hand. However, the flipside is the screen size looks much bigger. You get to see and read a lot more, especially on sites like twitter and facebook as well was webpages. While the default font size remains the same (it can be increased through manual settings though), one gets a feeling of using a non-Apple device. Maybe like an HTC or Sony. Samsung has launched various sizes appealing to various strata of people, just like how another Korean Automobile company Hyundai does. So, it depends on which other smartphone you compare it with. But interestingly the new model is lighter than the previous one, so the size is compensated with the pressure exerted by the palm.

Speed is immensely better in the iPhone6, but you would realise this only while using certain apps. And the likes of Facebook and Twitter have updated their own apps in line with the iOS8 Operating system, so the apps now open up and perform much better than in previous devices. Battery drains slower than before, although I haven't put the device to too much of use such as having a Facetime Call or watching a movie. Features like Near Field Communication (NFC) and ApplePay wouldn't be usable in India, for we dont have the relevant infrastructure here. Other than some basic cosmetic changes, there is nothing new in the device, although hardcore Apple Fans will tell you about the technicalities which I dont think will change the way we live! However, to each his own. 

At the moment, its been just about 36 hours since I have been using the phone and it seems to be working well and doing its job to its best. And my love for Apple keeps increasing by the day. As the saga continues...

Sync-ing customers with Technology

Smartphones have come a long way in India over the years. Until about ten years ago, the most popular phones for business purposes were BlackBerry followed by Nokia Feature Phones for personal uses. Others like Samsung, LG, Motorola, etc. had very limited models and therefore very less sales (penetration) as well. Things started changing with the launch of the Apple iPhone in 2007. The iPhone revolutionised the way people used mobile phones with its remarkable technology, style and utilities. As is quite famous about Apple Founder Steve Jobs, the company doesn't conduct much of surveys about user's needs - it rather provides features that users never thought they would need one - the most recent being the finger print scanner for unlocking the iPhone 5S which was the most recent launch in 2013. Samsung Electronics, which is one of the leading Electronics companies in the world has surged past others in less than half a decade to dominate the world's number one position in Smart Phones across the world as well as in India. According to a recent report on NDTV Profit, Sales of Smartphones rose by 84 per cent in the quarter ending June 2014. Local and Foreign companies alike are sacrificing profit margins to build market share in India, which counts 914 million mobile users, according to Government of India data.
Technology Consultancy IDC India projects annual smartphone sales growth of around 40 per cent for the next five years in this price-sensitive nation.

This is a delightful news for Retailers selling mobile phones and accessories. Univercell, Chennai based Retailer of technology products including smart phones, feature phones and related gadgets has grown consistently over the years and is rated No. 1 in terms of their network, Strategic Locations, Innovative Marketing, Friendly service and most importantly, a wide array of products across various brands. The Retailer, recently launched its newest format, rightfully called "Univercell Sync" at the tony Nungambakkam neighbourhood in Central Chennai. The store, spread over about 800 sft is strategically located to enthuse passersby to drop over. While the brand is quite popular in the city, the new "Sync" suffix is sure to attract a lot of people to get inquisitive and enquire the details about the new initiative.

The store layout is interestingly divided as various zones for purposes such as Photography, Music, Work, Accessories and Kids. Gadgets are displayed utility-wise rather than Brand-wise, which is a great way to encourage customers to choose the right gadget according to their uses. Global giants such as Apple, Samsung and LG share the display space with home grown Micromax and Karbon. However, the phones are still displayed price wise within the display areas so buyers can choose within the price range they require.

I was pretty impressed with the Music zone, especially. If CDs killed Music Cassettes fifteen years ago, the iPod killed the CD players a decade ago. Today, most of music is stored and played digitally and handphones have most of them, since people prefer to have a single gadget for making calls, taking photos and for listening to music. The display also includes music gadgets such as speakers, bluetooth devices to stream music, ear phones, head phones and cables to connect. With the touch of a button, its quite easy to connect one's phone to many of the devices and have a live display, which would aid buying the right product quite easily.

I was also quite intrigued with the kid's zone - a special area for interaction with the young ones - kids can hang around and explore various interesting things about the gadgets and the friendly staff are also helpful to teach them a thing or two.

Overall, the store is a notch above the hundreds of retail stores across the city that also "sell" mobile phones. The Univercell Sync stores dont just sell, they rather provide a very unique experience that the next-gen is looking for. Do drop over at the store in the coming days and enjoy a world class experience and share your thoughts.

The store is located at:
New No. 103, Old No. 52,
Nungambakkam High Road,
Chennai.
Landmark: diagonally opp Basics Store.

Online Dining

I have enjoyed my pizzas better at the restaurant that at home, all along. It is more to do with the fun of dining – you plan a trip to the pizzeria, a walk or a short drive usually, or even at a Mall after finishing retail therapy. I fondly remember the bottomless Coke and unlimited Pizzas at Pizza Corner in Chennai in the late 90s during my most cherished college days with my gang of friends. Have ever since been a fan of pizzas and the love has only been growing. Frankly, I like pizzas from different places, be it Dominos or Pizza Hut, California Pizza Kitchen or standalone indie restaurants. One of my most favourite of course has been from “Italia”, the fine dine restaurant at The Park, Bangalore. For me, Pizza is an all time snack. I am usually game for a pizza at any time of the day (or evening) although I avoid a heavy dinner of pizzas. In fact, the love of pizza is more because of the yummy accompaniments, the cheese garlic bread and an array of toppings, especially the gherkins and olives. Am not a big fan of coloured flavoured colas and would rather prefer a strong coffee if not a lemon ice tea to drown the heavy food.

What I like best is food to be served hot and fresh from the kitchen. Haven’t been a big fan of home delivery or takeaways since I feel that the freshness is somehow lost, especially the international fare such as pastas, pizzas etc. although Indian food is still doable – we have an option to reheat the curries and biryanis at home once again which can’t be done with pizzas and pastas. Have avoided ordering pizzas at home for a long time now since I have had not-so-great experiences in the past, but that was probably because I used to live in Bangalore where the ambient temperature outside is not conducive to serve hot food by road.

This Football season, I decided to order pizzas at home. No, I don’t follow the game but why not enjoy the delicious offers provided by F&B Retailers! So, first it was Dominos followed by Pizza Hut. On the first occasion, the pizza arrived pretty late, almost 45 minutes since I ordered. I was very disappointed with all the promises made by the company on various media, but gave a benefit of doubt to the delivery boy – he must have had a lot of orders to fulfil and mine was probably the last one. So, I didn’t make an issue about it and just left it there. Yes, I would give them a try once again in future and I hope they live up to expectations.

On the next occasion, the pizzas were served hot and were in a consumable condition even after 20-30 minutes of being delivered at home. What was surprising was it was a Sunday and was the day of the “Final” match between the two teams. And yet, the pizzas were sent on time, well ahead of the promised time. They have a future customer for sure!

In both occasions, I used the mobile applications of both these companies. The UI for Dominos is a bit confusing while the one for Pizza Hut seemed much better. In fact, I had to switch over to the website while ordering for Dominos since that seemed to be a better option. The UI is perhaps not designed by retail experts and with consumer feedback, it lacks the sensibilities that customers look for, especially people of the older age and for women, both of these segments may not be very mobile savvy. Also, one of my friends quipped on his Facebook post recently how the delivery boys call a number of times to take directions. The Pizza companies can take a cue from Uber, the taxi service guys who have a GPS enabled map on their cell phones that help the drivers reach their destination without even calling once.

Mobile App Zomato also integrates Home Delivery along with providing reviews about restaurants and they are growing rapidly not just in India, but also internationally. Overall, I guess online dining, or rather online ordering is a great way to reach out to customers. It is also non-intrusive in a way. There is no need to call a number and go through the menu being repeated often – the menu is just there on the mobile app or on the website and helps users to choose what they want quickly and easily. Once customers are used to it, they would rather prefer this option instead of calling on the phone, whenever they desire to order food home. So, go ahead and try ordering on your phone next time. And yes, do take a minute to share your feedback. Happy Dining…

Online Grocery Shopping

There has been enough spoken and written about the Flipkart-Myntra deal. Online Commerce is no more a hype at the moment and there is no money to be made – that’s the response most subject matter experts are saying although they don’t want to be quoted since they are in various advisory capacities for many such companies. With a healthy two-digit margin, if offline Retailers are not able to succeed (read: profitable), then how would these companies survive- they ask. Having said that, there is not a single ECommerce company (in India) that has tasted profits yet. While many promoters have made millions of dollars collectively, the companies in question still remain unprofitable. I would presume that a very few of them would even be making unit level margins. Such is the discount structure and focus on Topline that these companies are almost forgetting that the main intention of a business is to create value through profitability and not just a valuation (to subsequent investors). Amongst the online frenzy across categories, the most dreaded and the most challenging category is grocery & daily needs including fruits and vegetables. Bangalore based BigBasket.com already has some headway while WeStaple.com from Noida and a few others who are regional players are taking the lead to establish their positions. Big Basket even has a Mobile app for Android and iOS from Apple. Take a look below at what their customers have to say;

https://www.facebook.com/Bigbasketcom 

http://venkysundaram.wordpress.com/2013/05/29/why-i-stopped-using-bigbasket-com/

https://www.facebook.com/WEstaple

K Ganesh and his wife Meena Ganesh are an entrepreneur and angel investor-duo. BigBasket, which is run on a daily basis by the founders of e-tailer Fabmart, on the other hand, is one of India’s only online grocery stores. Online grocery stores have been seeing big traction around the world, as recurring orders prop up the profitability of the niche e-commerce category. “The Series B funding for BigBasket, which should close in the next three-to-four months, will be around $40- $50 million. We believe it has huge potential, with gross margins of nearly 20 per cent. Every order is profitable for us on BigBasket,” Mr. Ganesh told The Hindu.

Bigbasket founder Hari Menon, a successful entrepreneur who sold his brick-and-mortar retail chain Fabmall and Trinetra to Aditya Birla Group, is bullish. “It’s a huge, underserved market. Convenience is a major factor in our metros. We are finding that at least 85% of our customers return after the second order.” Menon said that revenue is increasing 20% each month. Bigbasket delivers 4,000 orders daily. In Mumbai, where the average size of an order is Rs1800, it does 800 deliveries each day. The site has served 200,000 customers so far and is expanding to Delhi and its suburbs. Menon said the company did Rs85 crore ($14.3 million) in revenue in 2013-14 and was on course to do Rs200 crore ($33.7 million)  in sales this fiscal year.

While the category is exciting, most customers seem to expect the savings (on real estate) to be passed on to them, which in reality is not. If the Real Estate savings are about 10-12% on Sales, the promotions and marketing costs are much larger than that, especially the first-time acquisition cost of customers. While most players do not offer much of discounts for every item, there are chances of combined savings when you buy more quantities or multiple brands from the same company.

However, the overall sentiment seems to be simple- customers would buy products online only if they value their time more than the time spent in shopping offline at Retail Stores such as Spencers, Foodworld, Nilgiris, Big Bazaar, etc. India has a huge density of Kirana Stores while Organized Retailers in the big cities are already quite popular for more than a decade now. Fruits and Vegetables are still preferred to be bought from the vendors who sell fresh quality items, most of them directly sourced from the Markets. Retail FDI in multi-brand retailing is a contentious issue and even the new Modi-led Government is not actively pursuing this at the moment, for the benefit of the trader community who form a big chunk of vote bank.

Online Grocery, at the moment is restricted only to those who work in odd-times, say BPO Employees and many others who would find it difficult to shop at a nearby store especially those who live in far off suburbs. Having said that, the Kiranas are much more active these days, offering various facilities such as door delivery to credit facilities to their customers. While Online Grocery has a great future, time will be a real reckoner.

Embarrassing Customer Moments

What customers rue most about is when a predictable customer service goes awry. Especially, if one has been pampered all the while for quite some time by the same team probably and that one negative experience makes a customer flare up very badly. Case in point is my own experience. I have been privileged to own and use a Mahindra XUV500, a premium SUV from the house of Mahindra & Mahindra, one of the leading automotive companies in India. M&M in short is more popular for their heavy vehicles and trucks but came up with India’s first SUV more than a decade back with the launch of “Scorpio”. Initially built as a five-seater, the marquee vehicle has indeed grown to become one of the most sought after SUVs in the country for its ruggedness and inimitable style albeit a bit old-fashioned. In fact, India’s incoming Prime Minister Narendra Modi has been using one for so many years and his Victory Sortee a week back at Delhi whilst standing dangerously on its foot board was a very popular photo doing the rounds all over. M&M launched its refined SUV to target the upwardly mobile with its premium SUV by the name XUV500 (read as XUV five double O), or Xtreme Utilty Vehicle with 5x Oomph. The vehicle is a master piece although it had teething issues soon after its launch but were rectified sooner than anticipated. Over time, consumers started appreciating the vehicle and it has gained acceptance among urban and rural users. It has won so many awards for its superb styling and road-handling abilities. I have been using it for about 2 years now and have driven about 30,000kms. In fact, I drove about 2,000 km over a week earlier in May 2014 all across Tamil Nadu, Kerala and Karnataka. The drive was superb, comfortable and exciting. Interestingly, XUV doesn’t have a Brand Ambassador as such and relies heavily on social media such as Twitter and Facebook and also has a mobile application for Android and iOS. In fact Mr. Anand Mahindra acknowledged and retweeted the selfie picture I had posted on my account.

M&M has done something which no other Auto Company has done till now – they have created a separate service centre for XUVs and premium models of Scorpio, so as to ensure that they are able to segregate customers and provide a superior experience for some. While the idea itself has been debated heavily within the Automobile Industry – whether it is a good idea to treat customers differently, the staff at M&M say that the profile of XUV customers is a few notches above those using other models and hence deserve a better experience. I have had a great experience all along with them and I have indeed enjoyed visiting the service centres, not for minor issues or major but as and when I have had a significant one which is few in number. M&M also provides a complimentary pick-up and drop of vehicles for its premium customers. During my recent interaction when my vehicle had gone for its 3^rd paid-service, I had a very bitter experience with the service guys. They had over charged me, had not informed me the contents of the bill clearly and replaced parts which were in good condition. When I asked for clarifications, the staff was flummoxed and regretted their mistake.

What upsets customers is when they feel cheated, especially by a team which has been managing their vehicles and the relationship quite well all along. It takes one small mistake and a goofy moment by one staff member who has been preoccupied with something or the other to lose all the brownie points that have been scored over time. Marketers must focus on consistency of service, be it at the Retail Store or After Sales Service. One negative experience is all people will remember for a long time to come despite best efforts put in by the team for the sake of customers. Its not just the staff of the Brand who get embarrassed but also the customer since they had never expected to be let down by their favorite brand.

Chennai Airport is a sham(e)!

Even before I was part of the exciting world of Airports (in 2006), I have always been a big fan of the commercial opportunities at transit points, be it the railway stations or bus terminals, let alone airports. It was always a craze to have a cup of coffee at the railway station when we would go over to pick up our loved ones arriving from long distances, especially if the visits were made once in a couple of years. It was yet another joy to consume within trains – from Rajdhanis to Shatabdis to the passenger trains that would have hawkers selling everything from peanuts to guavas to oranges to chips and snacks. The joy of consumption during travel would somehow take over the joy of travel itself.

I have been using airports for just over 15 years now. My first flight was to Mumbai from Chennai to attend a job interview with a leading Retail Chain, with air tickets being sponsored by the company. That was the first time I was inside an Airport terminal, although I have been several times before that to drop off or receive guests from the Chennai Airport. The airport was and continues to be an important piece of the growth story of the state (of Tamilnadu) as well as served as a gateway to the rest of Southern India. In 2005, when the Government of India announced privatisation of Airports, the most protests were seen outside the Chennai Airport, the maximum being only second to the city of Kolkata. The staff of Airports Authority of India (AAI) and allied agencies protested that their livelihoods would be lost if the airport was privatised. The Government succumbed to pressure; Chennai’s loss was to the gain of Bangalore and Hyderabad. Both the cities claim to be the Gateway to South India and came up with world class private airports in the outskirts of the city in 2008, albeit the cities have been growing faster in their respective airport corridors over the past 8 years. Mumbai and Delhi somehow managed to keep the privatisation tab on. Delhi’s T3 Airport Terminal, which is managed by the GMR Group  was built in record time and is now ranked among the top 5 in the world, consecutively for the past 3 years. Mumbai Airport, managed by the GVK Group built two new terminals for Domestic and International passengers and is struggling the political onslaught for space within its precincts which has been occupied by the public at large. Kolkata and Chennai Airports were allowed to be redeveloped by AAI and the work completed early this year with a time overshoot of over 9 months and a cost escalation of several hundred crores.

According to a recent survey by passengers on sleepinginairports.com, Kolkata Airport has been ranked 2nd worst in the world, with Chennai following a close third. What an infamy for a state which is considered the Detroit of India housing majors such as Ford, Nissan, Hyundai, Royal Enfield, Ashok Leyland, Hindustan Motors, MRF Tyres, Saint Gobain, Nokia, Samsung and many more! Chennai Port handles one of the highest loads in the peninsula. Chennai’s knowledgeable crowd contributes significantly to the Indian economy with Chennaites occupying important positions in the Indian Government as well as in global positions worldwide. And we have such a dud of an airport!

I feel quite disappointed, first as a citizen of the country and then as a resident of the city to pass through such an unglamorous airport every week, when I travel on work. The facilities are poorly planned. The Four Cs of airports, Comfort, Convenience, Cleanliness and Customer Service are shameful, to say the least. The only saving grace is the imposing façade which looks attractive for those passing by on the Grand Southern Trunk Road outside, but nothing more inside. There are no refreshments available outside the terminal, save for a sole counter which sells local cuisine at thrice the price of what’s sold downtown and a small kiosk of Café Coffee Day. The check-in hall has two ‘counters” where one needs to stand and eat snacks or sip coffee, just next to a dustbin which usually overflows, as though it’s a sort of a punishment. There is no bookshop or any other similar offering around; the only thing that solves passengers’ woes being the complimentary newspapers. The Departure areas are even worse. The layout of shops and other convenience is so bad that one would rather not step in than feeling disappointed thereafter. Cookieman and Frech Loaf are the only saving grace in the mess, although tehir products are meant to be take aways rather than consuming then and there. No Foodcourts or QSRs, just a restaurant located at the far end of the terminal. Services such as Taxi Operators and Forex are abysmally managed, with long queues for taxis in the peak hours in the evenings with unavailability of taxis for passengers. Airside services such as baggage handling are terrible. There are only four baggage belts and checked in luggage may arrive anywhere between 15-45 minutes after you land at the airport. There are only four aerobridges and the buses which provide ground transportation from the terminal to the aircrafts are poorly maintained. There is no complimentary Wi+Fi within the terminals. The airline staff and security staff from Central Industrial Security Force or CISF have a similar attitude as those who manage the airport – one that is indifferent and unfriendly. After all, it’s not just their fault since there is no one to oversee how good (or bad) their service towards passengers is.

I still believe there is hope. There is a plan to privatize the terminals through an open tender and the decision is expected to be taken by the end of this year with work to begin early 2014. Senior Executives from the companies which plan to bid had visited the airport to conduct a survey two weeks back were apparently welcomed by protestors from AAI, shooing them back not wanting privatization. But this time around, the Government doesn’t seem to back out. Hopefully, good sense would prevail and the airport would be handed over to a competent agency to serve passengers better.

An Airport is the face of a city and must display pride of place. It is the first point where international visitors to the country alight at. It is indeed important to put up a great one and maintain it as well. Lets hope.

Luxury at a Discount!

It’s a misnomer that Luxury Brands do not discount. Of course, they do. Just that they don’t do it so loudly and obviously as other premium and streetwear brands. Except for brands such as Louis Vuitton, Rolex, Mont Blanc, to name a few, most other premium brands promote discount sales, albeit succinctly. In most cases, they are not at their own stores but at cozy 5 Star Hotels, where the Brands hire banquet halls and quietly carry on with their business. Even then, they need to communicate what’s on offer and choose smartly created advertisements and place them on national dailies. The purpose of hosting these so called “Exhibition cum Sales” is to ward off the junta crowd, most of them being on-lookers. The moment the venue is a Star Hotel, window shoppers would think twice to drop over. It doesn’t look nice, quite obviously to take a public transport to such a venue. Secondly, shoppers still feel intrigued to browse and shop in star hotels, traditionally where luxury products are being sold world over, with India not being an exception.

The other genuine reason is also that we do not have high quality luxury retail spaces in India except for the DLF Emporio Mall in Delhi, the Palladium in Mumbai and the UB City in Bangalore. While there is a small hub by the name Bergamo in Chennai (at Khader Nawaz Khan Road), the RPG Group is coming up with a luxury destination in Kolkata. Apart from these, there are hardly any retail spaces that fit in to the luxury brands’ portfolio. And that’s precisely the reason such Brands choose 5 Star Hotels as venues.

Over the weekend, one such event was hosted at The Westin, Chennai. Prada shoes for Rs. 25,000, Fendi belts for Rs. 15,000, Gucci Wallets for Rs. 18,000 and much more. Yes, these are apparently discounted prices. At 11.30am, on the only day  of sale (being a Sunday), the room was full of discerning customers. Though there were hardly a few pieces in each line, most of them were being bought by those who had dropped in. Many of these brands are not available at Retail Stores in Chennai and shoppers have to travel either to Delhi or Mumbai or probably outside of India to get one for themselves. The smart sales team were even wooing visitors with catalogues, taking orders thereby fulfilling sales orders. The display of items was not as what one would expect in a Retail Store for such products, but perhaps suited well for the “Exhibition” theme.

I tried on the Prada loafers, size 11, but felt it was too tight. As is always the case, the prices were not mentioned on the items, be it wallets or shoes and many people who are price conscious would rather not dare ask for prices, unless they were sure to buy!

India needs varied Retail spaces. What we have now are either too large malls that cater to the middle class or star hotels that house Luxury Brands. We do not have suitable spaces for luxury brands. Malls chains like Phoenix Market City are cordoning off certain areas within the mall for luxury brands. Express Avenue, the only Mall of over a million square feet in the hart of Chennai has created a nice mix of brands. Its so secluded that regular shoppers don’t even pass by that side.

In the meanwhile, keep looking for advertisements in newspapers like the one above. You may be able to get a good deal on your favourite luxury brand in town!

Airport Retailers get an added advantage

The Reserve Bank of India (RBI) has recently announced that Non-Resident Indians (NRIs) are not allowed to carry Indian currency out of the country. Earlier, the limit was ₹10,000 to carry with them after clearing Customs and Immigration. This was basically some loose change to meet Food & Beverage expnses while in the Security hold area. While cafes and restaurants do accept prominent foreign currencies, even foreigners try to finish their Indian currencies while leaving the country.

What brings an opportunity is for Retailers to sell Indian souvenirs and interesting take aways which can be spent using the Indian currency.

Keeping this in mind, we had created a very large section called "The Spirit of India" at the Bangalore International Airport. Within this area was a designer boutique from ace designer Deepika Govind among others. One could buy scarves, stoles, jewellery, neck ties and many more before departing. There was also a bookstore which was operated by India's largest bookstore chain Crossword. The store had many interesting books that doicted Indian history, arts among others. I remember, the most sold book used to be "Kamasutra". Foreigners would take it as a souvenir and NRIs would take it as a gift for their friends who lived abroad.

The present rule is expected to be enforced with full force by RBI. If so, then this is a boon for Retailers to sell Indian products to those who are departing the country. 

Restaurants in Malls…

I was recently at Forum Vijaya Mall (Chennai), one of the newest in town. It was a Sunday and I was there for lunch, but the upper level of car parking was almost empty around noon, which took me by surprise. However, I was told two days later by someone who works for the Mall that there were over 45,000 footfalls on that day. The Restaurant that I was supposed to visit was located on the second floor of the Mall. As is usually the case, I checked the reviews of the restaurant on the Zomato app on my iPhone. Most of them had written good things about the place and its menu, not to forget their wonderful service. Here is a sample;

After such a good meal, the bill came to around 2500 bucks. "Not bad at all!", we thought, given the amount of food we had eaten. The service too was perfect. The waiters were very watchful, responsive and most importantly, proactive. – Amruth

A great place with tastefully done interiors and food! The options on the menu are limited, but every single item you are served taste good and also look really good on the plate! – Nandhini

If I have to be perfectly honest, there could not be a more unfortunate location to host such a lovely restaurant. A mall in Vadapalani is hardly any place for a classy place like this. Where venue fails, Salt takes North Indian Cuisine and gives it a fantastic twist, to ensure they stand out from the others. I expect much more of this restaurant in the near future. – Vaishnavi

Apart from many reviews, the one above set me thinking. Are Restaurants in Malls a viable option as compared to those on high streets? Are Mall shoppers the right TG for specialty restaurants in Malls? For the cost of operation in Malls, do restaurants make any money at all as a business option? When I spoke to the gentleman who runs the restaurant, he mentioned that the rent is about Rs. 65 per sft per month. Assuming they have an area of 2,000 sft, their rent per month would be about Rs. 1.30 lakhs. Add to that all other expenses which would be around Rs. 2 lakhs pm. On a conservative estimate of Rs. 15 lakhs of sales per month and an operating margin of 50%, the store would recover its expenses and have an EBIDTA of about Rs. 2 –3 lakhs per month. Given the way the outlet has been done, their investment would have been about Rs. 70 lakhs. So, the restaurant makes about Rs. 25 lakhs in profits (before interest and taxes a year)  and would take about 3 years to break even.

On the contrary, business would be double, if not more were it to be on a High Street. There are a number of good quality specialty restaurants that are garnering those numbers already. So, why do Restaurants still prefer Malls? Perhaps, Brand building and familiarity. I don’t see any logical reason why someone would invest so heavily in a Restaurant inside a Mall and wait for 3-4 years to break even, when it could be faster in a High Street. What works best are for established brands such as Rajdhani, Sigree, Mainland China, etc. which have built reputation over the years and have hence chosen to be within Malls to leverage their brand value. For first timers in the Restaurant business, Malls are probably not the place to be in. This is not restricted just to Chennai but to other cities as well. I was at Chandigarh a few weeks back and they have a brand new Mall called Elante. I was almost alone at Chilis on a weekday evening, which is located in the same floor as the cinemas on the fourth floor of the mall. Restaurants in India’s most successful Mall, Select City Walk face the same fate – Restaurants are empty through the week with weekends being their only busy times.

So, what ails Restaurants in Malls?

Mall shoppers are mostly for spending time, probably window shopping. Conversions for Retailers too is lower than on high streets. The sheer number of footfalls make up for lower conversions and therefore helps Retailers and Restaurants. Unless you are a destination such as a Shoppers Stop, Lifestyle, Café Coffee Day, Starbucks, Subway, KFC, Pizza Hut, etc. These are places which plan to visit and hence drop by. Eating out is way to expensive these days, given the cost of ingredients. And Restaurants are trying their best not to upset their clientele by absorbing losses as much as they can. But then, consumers are staying away from eating places on a regular basis, as was the case a couple of years ago. For example, a could of years ago, the neighbourhood area of Koramangala in Bangalore had almost 50 eating joints, a third of whom have closed over the last one year.

Mall hoppers prefer food courts instead, which are usually pathetically planned. Mall planners in India somehow do not build large enough food courts, with thousand of chairs and a breathable exhaust system, that are modular and scalable as and when consumers increase. Instead, they try to lease all counters at one shot thereby not having scope for further expansion in future. What would cost around Rs. 600 for a family of three in the food court would probably cost over 50% more in a fine dine restaurant within the Mall.

Restaurateurs would do well to experiment new concepts first on the High Streets. That is where people frequent. There are no SCAM, errrr CAM expenses (Common Area Maintenance) on High Street Locations and no restrictions to close the restaurant at a stipulated time. The biggest benefit of being on High Streets is that the signage builds familiarity among customers over time. No wonder, there are more successful restaurants in India and the world over on High Streets!

Car Care at its best

I pass through this outlet almost everyday but have always been on a rush. This time around, I stopped by and experienced first hand what they have to offer. I am referring to the 3M Car Care outlets which have sprung up across the country quietly but drawing attention from car enthusiasts and those who love to maintain their cars spic and span. These outlets are franchised and are managed by capable entrepreneurs who have an inclination towards the automotive business and customer service. Spread between 1,500 sft – 4,000 sft covering three different business models, these stores provide complete car care which include the following;

• Car Detailing
• Interiors / Exteriors
• Corrosion Treatment
• Films for sun protection
• Car Care products Retailing
• Car Graphics
• Customer Engagement
• DIY Bays

I was warmly welcomed by a service staff who knew his subject well – he explained the different packages they offered and justified why they were expensive. There were already two vehicles which were undergoing treatment – a Mercedes S Class and a Renault Duster. I asked him how is the business doing and he gave a smile, meaning things were doing quite well. Location was not totally a disaster though. It is located on the Beach Road, close to the iconic Light House (in Chennai). Although I felt it could have been located more strategically. Another gentleman walked over to me shortly and started interacting. Introducing himself as Vijay, he informed that he was the Franchisee Owner of the store. He explained in great depth his interest in automobiles, cars and bikes alike and his love for taking good care of them. According to him, the investment on the store including security deposit is around a crore (though I felt it was quite high) and the monthly business was about 15 lakhs with a margin of 35% on Sales.

The customer lounge is powered by lighting wifi and one can use the facility while the car is being spruced up. Customers have written their compliments and feedback on Post-Its, which is incidentally one of the most iconic products of 3M.

The company has taken up print advertisements recently which has helped increase walk-ins but what they actually need to do is much more – own the category and grow it too. The market size for Car Accessories in India is estimated to be over Rs. 1,000 crore, most of which is unorganized. Car Dealerships and private players like Carnation,3M, etc. have a huge potential, given the shoddy ways of getting your car done up at busy street-side shops. If marketed well, this could be a viable Retail model and is easily scalable. Like in many other cases, I see a bigger opportunity in smaller towns across the country where people take good care of their possessions.

For me, its about making up my mind for a 20K bill – sooner than later, I would be there!

For better conversions, provide solutions!

A couple of days back, I had a meeting in the city (Chennai, where I live three days a week when I ain’t travelling!). The host was willing to meet anywhere and after a lot of careful thought, I fixed it at Ispahani Centre at Nungambakkam, assuming it would take me an hour from the Royal Enfield factory/office in Thiruvottiyur to drive down to. As planned , I reached on time and we met at a café and spoke for an hour about business prospects. The location is not actually a Mall but a kind of community centre that was built almost 15 years ago, one of its kind to come up in the city. Many Retailers and brands such as Mr. Kishore Biyani’s The Future Group, Gaitonde, Florsheim, to name a few, put up a shop or two here and vacated sooner than later for various reasons – some for lack of relevant footfalls and some for high cost of operating. Whereas Café Coffee Day, India’s largest coffee retail chain has been operating here for over 14 years now; ditto for Marrybrown, a concept similar to KFC that serves Burgers and the like with specialty fried chicken on the menu. I finished the meeting on time in an hour and was heading out when I noticed another iconic brand which has quietly been operating here for well over 10 years. It used to be perceived as one of the most expensive brands till until recently they have started making products that are affordable even to the aspiring middle class lot like me. Their “sound” is probably one of the best although there are many more premium sound systems in the world. And the brand I am referring to is non other than “Bose”.

How many of you there knew that the name of the brand is also the surname of an Indian! Yes, indeed. Bose Corporation was founded in 1964 by Dr. Amar G. Bose, professor of electrical engineering at the Massachusetts Institute of Technology. His graduate research at MIT led to the development of new, patented technologies, and at MIT's encouragement, he founded his own company based on those patents. Bose Corporation established itself by introducing the 901® Direct/Reflecting® speaker system in 1968. With this introduction, Bose achieved international acclaim by setting a new industry standard for lifelike sound reproduction. The list of major technologies emerging from Bose continues to grow. Award-winning products such as Lifestyle® home theatre systems and the Wave® Radio/CD have reshaped conventional thinking about the relationship between an audio system’s size and complexity, and the quality of sound it produces. To know more about the company and its products, click here.

Coming back to the incident, I walked in to the store to find about about the Bose Soundlink™ Air which they have been advertising quite a bit these days. This product seems to connect using wifi with any apple device such as an iPod, iPhone or an iPad. So, I got into the topic directly with the sales staff who came across to be affable and knowledgeable about what he was speaking – a rarity these days especially in the Electronics Retail business. He explained about the product, gave a demo with my own iPhone 5 and was patient to showcase other models as well. At the end of it, I was a bit disappointed as the product was not a complete package. It didn’t have built in Bluetooth™ to connect other devices and the Bass effect was minimal. I explored a couple of other models but none of them suited my requirements. And so, I thanked him for his efforts and efficient demonstrations and started to move out when I noticed the headphones display. I already use a noise-cancellation Apple earphone on my iPod which I have been using continuously over the past few months. It’s a welcome relief since the  external noise, especially that of an aircraft is almost unheard while in use. Ofcourse, it has its own disadvantage. One that it gets less white as the days pass by and the other is that since it locks itself inside the ear, at times it aches a bit.

The guy at the Bose store explained that the Brand has a special technology by which all mechanical sounds – any noise produced by an electronic / mechanical machine will be cut off once the head phones are switched on. I played “Comfortably Numb” by Pink Floyd from the demo iPod which they had and… Whoa! This was one of the best inventions that I had discovered. At Rs. 22,000 (USD 420), it wasn’t cheap either but I was too tempted to buy. After all, I have been longing for a great headphone for quite some years now. In my office job, I need to travel 3-4 days a week, usually 2 or 3 flights for over 2 hours each and road journeys of over 300-500km a day. And what better than hearing some soothing music all along.

The entire conversation with the guy at the Bose store lasted for over 30 minutes or so and he never once prodded me to “buy” their product directly – subtle inferences such as “When do you plan to buy this Sir?” “Take your time to decide because it is a worthy investment” “Apple devices are best heard on a Bose” to name a few. I was willing to wait and ask my wife to bring it along from London when she returns in sometime but the thought of owning a piece of marvel, a piece of history was too much for me to hold on to. Bingo – in the next few moments, I was having one on my hand for demo – billing done in less than 4 minutes flat. I have always been an impulsive shopper when it comes to technology albeit after a lot of thought and research & this wasn’t any different.

What hit me was the way the guy at the Bose store handled the Sale. He didn’t sell the product, not even the experience, but just like how a real staff of Apple provides you a solution – that’s what he did. I was walking back with a gleaming smile on my face, happy about my purchase. And that set me thinking.. If only retail staff were to stop selling and start providing solutions to customers… As the flute music of Pandit Haripraad Chaurasia reverberates on my ears through a Bose Quiet Comfort 3 as I write this column. Bliss.

Instead, they drive away footfalls!

I was recently in Chennai and happened to see an advertisement in the newspaper from a leading footwear Retailer announcing End of Season Sale and massive discounts. Someone within my friends circle had even mentioned about it on Facebook. Excited I was like many others, landed up at the store on a Saturday evening. To my utter disappointment, the store was in complete disarray. The owner was standing in one corner with a long face and the sole salesman was running pillar to post, literally. There were atleast 20 customers within the store – a few on the lower level and mostly women on the upper floor. I will not mention the name of the Retailer who is well renowned in Chennai and I only assume that this incident was an aberration than norm. Hope it gets better sooner than later. How I wish...

Some key learning that I took out of this episode;

• End of Season Sale is not just a season to liquidate stocks. It is also an opportunity to attract newer customers from across the town
• To mention “Upto 40% Off” in the advertisement and finally offering unknown brands at such a discount or lower is a wasted effort
• Women are slow shoppers – they spend on an average 2-3 times the amount of time than men while shopping and also try 3-4 times more footwear than men
• It didn’t make any sense to stock women’s products on the upper level – while most customers did walk up, it would have been a better idea to stock them downstairs and allow them more space to move around
• There were just two boys running around helping customers in each floor. Knowing fully well the additional footfalls that are expected due to the newspaper advertisement, it would have made sense that there were more helpers in the store to assist customers
• There is a tendency to believe that discount-seekers are of a lower profile than normal customers and hence it is ok to serve them less! Bad Idea! There were more cars parked outside the store than two-wheelers. And most of them who paid for the product used a debit or credit card
• Worst of all is to stock the products badly – in carton boxes and allowing customers to search for their sizes

At the end of it, I found nothing interesting that were on Sale; instead I walked out of the store rather disappointed. disgusted more on the owners’ interest levels and attitude than the fact that not much was available to buy! Will I visit the shop again? Yes. I guess it was more of a one-off case and would allow the Retailer to correct themselves!