Retail calm over chaos, never mind the extra penny
That organised retail store shopping in India is an experience akin to a nightmare is no secret. From dirty stores to poorly merchandised goods to indifferent retail personnel, the list is endless. Yet most retail stores seem to draw consumers as the other choice available is a bigger nightmare called kirana stores.
A survey by the apparel design and merchandising department of the National Institute of Design (NID), shows that when it comes to being consumer-friendly, Indian retail stores still have a long way to go. Even some of the leading retail stores fail to take into account customers’ preferences, as they are yet to get down to the concept of ‘retail designing’. On parameters ranging from accessibility, location, window display, facade, staff, packaging, decorative & props, ambiance, and interiors, retail stores do not consider the likes and dislikes of their target consumers.
Now I had earlier commented on the 'organised chaos' concept adopted by Big Bazaar stores, though I believe its got more to do with maximising space utilisation. The efficiencies thus gained are then passed on the buyer as lower prices. But this tactic has not cut not much ice with many buyers, including me. Today I prefer Spar hypermarket over Big Bazaar. Better stacked shelves, cleaner quieter stores with helpful staff appeal to me. I am not so sure about prices, though I believe Spar is competitive with its prices. Even if it weren't, a rupee here or there wouldn't make much of a difference to me. I'd rather pay for retail calm than gain a rupee and face chaos that gets to me.
I am tempted to believe that many a shoppers are coming my way. As the retail landscape changes, now its about better retail experiences along with bargain prices. Shoppers ain't ready to sacrifice the former for the latter.
Big Bazaar, listenin' ?