David Ogilvy, one of the gurus of advertising is credited with this quote; “I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.”
Decades later this maxim holds true for not only advertising but actually about almost everything we do in life. If we truly believe in something, we give it our best and the outcome is invariably a positive one.
This reality becomes critical in retail as the shopper is driven and motivated by the trust he or she reposes in the store. In reality, it is not even in the store but in the staff and their service.
It is no wonder that the staff are referred to as the “Face of the Retailer”.
In spite of this, the majority of training initiatives are focused on customer service, smiling and wishing the customer, etc. Very rarely have I come across a retailer who takes the trouble to sell their merchandise to their own staff and make them to truly believe in what they are being asked o sell.
That was the crux of the issue that was mentioned to me by a young retail manager and which led to this “Business Line” article; Do you believe in what you sell?
Apart from the interesting anecdote about my interaction with this your retail professional, the article also captures an essential milestone in the journey of modern trade in India, especially that of food/ supermarket formats.
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