The recent posts about the anniversary triggered off a flurry of “Do you remember” conversations. One such incident recalled was about when the head of RPG Foodworld once rather cryptically mentioned in a group that I was responsible for getting women in nighties to shop at the store! The incident and the background deserve to be shared in this forum.
We once had a group of women who were invited to share their view of shopping, where they shopped and why. There were many interesting and even startling feedback points with regards to the modern air conditioned stores as compared to the tried and tested kirana.
One very interesting comment made by several ladies was that they need to dress up and look smart if they were to visit the modern stores, whereas they could walk across in even a nightie to the kirana store. Apparently, the uniformed staff who spoke in English, the modern ambiance, etc had created a self induced sense of very high standards with regards to purchasing from the modern format stores. This obviously did not help the stores as it was seen as slightly intimidating and definitely not “my store”.
One needs to understand that in the Indian context, dressing up means precisely that and starts with a smart saree or similar attire, hair to be groomed, etc. Imagine the consequence. Even the housewife staying next door to such a store would have to spend considerable time and effort just to get ready for shopping. Thereby making the whole expedition not a very convenient choice, unless one was going out as a family outing!
It was an interesting insight and one that became the starting point for lots of initiatives which were rolled out to make the customers feel at ease and not make the store so intimidating as to be almost unapproachable.
Cut to a few years later and we were launching the chain in a new city. The recent batch of management trainees had been dispatched to participate, experience and learn from the launch. At an informal get together the then head of RPG Foodworld was asking these youngsters about their experiences when one person quipped that the customers were so comfortable and accepting of the store that a lot of them were seen shopping in their nighty. That’s when the head made the remark of how yours truly was responsible in bringing women shoppers in their nighties to the store.
Needless to say, I spent that evening explaining away this comment while my colleagues would often ask me as to which consumer attire I was working on next!
4 comments:
I would just say wow.. Definitely a person will want to be at ease when going shopping. Since supermarkets being a western concept, it really had to develop a comfort level with the consumers.
When it comes to retailing,unless it is a high end one, we have to attract the masses as the profits normally depends upon the volume.
hahaha! I liked this. Well its true. One has to change when goin to a supermarket. Maybe if ur wearing specs, change into contacts and look propah! Also because most supermarkets are attached to the apparel stores, or are in the same block, one has to make an effort right. Since you have worked in calcutta, its a lot like goin to Vardaan and a Forum. Brilliant point! :)
:)) Quite hilarious! Imagine, yesterday I went to a supermarket and I saw a guy in pyjamas...Excuse me?, it was 5 PM! Too early or too late??? :0)
reminds me of the days as a management trainee in retail..when i suggested that we host a 'best nighty competition' in the store - some 12 years ago...... :-)
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