Loyalty Cards; The new toy!

I went to a supermarket a few days ago and was informed by a staff member that they have launched a loyalty card. Later while billing, the cashier thrust an envelope at me and said that it is a loyalty card and I can become a member. I politely declined and after another half hearted suggestion to enroll in the loyalty program the cashier gave up.

The following thoughts ran through my mind in a flash –  

• The typical cost of any loyalty program averages at 3% of sales. So, this supermarket chain is now going to incur an additional cost and that is going to put pressure on its other operational parameters. 
• Any event or activity that is to be implemented in Retail needs simplicity and clear cut directions to the store staff. The impression I got was one of a standard briefing email about the new loyalty program and a courier with all the application packs. That could be a key reason why the cashier was not able to highlight the benefits and make me interested in the loyalty card. If the store staff are not sold about a program, how can they sell it to the customer?
• There are a few more supermarkets on the same road and a few of them also have loyalty cards. As a customer if I do not get what I want in shop A, I will go to shop B without being bothered about the loyalty card. Here lies the issue with regard to Indian Retail. When availability of many products is still a common problem faced by supermarket customers, why should the business waste time, effort and money to run a loyalty program. Customer loyalty can be gained by simply addressing the stock out issues, as a first step! The usual argument to justify such loyalty cards is the possibility of targeted data and therefore better decision making. Frankly, this is a myth. Indian Retail can generate enough data from the POS sales to manage adequate stocks. In fact, the reality is that the POS data itself might have an accuracy of anywhere upwards of 65% to 70%. So, how does data from one more source help?

I have faced many situations when someone suggests that we should run a loyalty program and I have some very strong views about it.

Loyalty programs per se are not bad or wrong. It is like a sharp instrument. In the hands of a doctor the instrument saves a life and in the hands of a murderer it takes a life. Similarly, if loyalty programs are run without adequate thought, preparation, briefing and very good execution, it will only take the life of that Retail business. The funny thing is that most enabling businesses like the loyalty program implementer, card supplier, etc. will all strongly endorse loyalty programs because it ensures revenue. Whereas the Retailer who gets influenced and implements the program will spend and spend, while a long wait awaits them to realize the fruits of such an initiative, if at all there are any.

There is a common saying about easy ways to lose money. It is said that the two easiest ways are to get into gambling or get into Retail without knowing Retailing. A faster and surefire way to lose money is to start a loyalty program as if it were a new toy and play with it!

How taxing can a tax be?

Most of us are quite happy and content when we hear that the exemption limit for Income Tax has been raised or that there have been some marginal changes in the rate of tax in the budget. However, the fact is that we save on one hand and end up paying much more in most cases on the other hand. A recent article of mine details this and hopes to create awareness regarding indirect taxes on consumers.

How Taxing can a tax be?

What is the need regarding MRP!

A few days ago I saw a quarter page advertisement highlighting MRP (the maximum retail price) and how complaints can be lodged, etc. etc., as you can see on the picture above.

I have always propagated doing away from MRP as the context has changed in India whether it is in urban or rural markets. MRP is no longer adhered to or relevant and the links to my other posts are as follows for reference.

- Do we need MRP?

- The MRP scam!

Now consider the following –

• In most places they charge more for soft drinks and claim it is for cooling! When most consumers are aware of this and pay up I wonder why no one from the Department of Consumer Affairs is aware of this reality.
• The same is the case in any monopolistic market context. Be it a multiplex, Hill Station, Tourist spots, etc. If you want something you end up paying whatever is named as the price. I wonder if the fact is that officials of this department are so hard working, they never frequent such places and are therefore unaware of such practices.
• Most of the overcharging happens in the vast network of railway stations and many airports. These are government run institutions. I wonder why no one has happened to notice this open disregard for the MRP?

I guess these Shop Keepers/ Retailers know the fact about market driven economy better than the Department of Consumer Affairs.

Especially in the Indian Context where filing complaints is easy but getting redressal or a solution is hardly if ever to be found, what is the purpose of such advertisements? Just blow up public money because it was allocated to this department in the budget???

In that context let me share a personal experience. For some weird reason voter id cards have been given to everyone in our apartment excepting our household. Multiple complaints to the local corporation and election commissioner’s cell did not have any result. Finally I filed an online complaint. All I have to show for all this is a nice pre printed post card saying that my complaint has been received and will be addressed soon by the corporation commissioner from the Chief Minister’s special cell. This came in 2009 and I am still waiting!!

Articles about Consumer Behavior

Two more articles of mine about being a Smart Shopper in The Hindu Retail Plus and the links are as follows.

- What is impulse shopping
- Perception Vs Reality

Hope you enjoy reading them as much as I enjoyed writing them for all of you.

My Fascination with Innovative Mobile Delivery Options

Mobile Retail Delivery is as old as Retail itself and hence my fascination with that delivery model with regard to all the innovation that can be tried out out in this space to leverage the same. India already boasts of 12 or 14 million retail outlets depending on which consultant’s report you are referring to. Also, what is not clear is whether this number includes the hawkers AKA mobile retail. Anyways, lets forget this Akbar-and-Birbal method of trying to measure Indian Retail.

Mobile Retail or mobile vending has been there in various forms from ancient times be it the street hawkers, the boat peddlers of Dal Lake, Floating market of Bangkok or more recently the floating supermarket in Kerala. However, one peculiarity barring the floating supermarket is the self limitation that these entrepreneurs impose on themselves as also the fact that the evolving Indian Retail Market seems to completely ignore it’s enormous potential.

Since 2009 I have been lamenting the fact that that this segment represents an enormous potential and had written a detailed article in The Hindu Business Line.

Article about Innovative mobile delivery models

A cartoon in The Hindu

 Ironically, The Hindu published this cartoon a few months later which epitomizes my construct. Till now this was a thought, a concept, something in the air. Today I saw this is in action and want to share this with my readers.

This picture is that of a normal neighbourhood iron man who does laundry and pressing.

Now watch an innovative mobile retailer has done.

- Put a shed and used it to advertise other services

He has done this a few months ago since he and his friends got this idea. He parks the cart in a safe spot during the night and operates from here during the day. I would not be surprised if he started selling various small essential products.

The difference between the earlier iron man and the second person is all about inititive and drive about which I have written in this post as also earlier ones. When will this become a mass movement?

Imagine if a Retail chain were to leverage this enormous potential of mobile Retail! Brand such carts, offer small, high margin and often used SKUs, so on and so forth.

Some food for thought ???

Store Walk - Does this exist nowadays?

Training and teaching sessions are great learning experiences. It exposes some realities of a market or industry which one would never get to know as a corporate person. Simply put, during interactions the participants share so many interesting insights and the reality on the ground.

One such is about store walk.

This seems to be a dying art form!

Over the past few sessions when I have asked whether people do store walk daily, everyone enthusiastically raises their hand. The next query is about how long you would take to do a store walk of a store of approximately 3,000 to 5,000 Sq. Ft. And, the answer varies from 15 minutes to 30 minutes at the most.

From my perspective, this is not a store walk. It is rather a short walk inside the store!

I was taught ‘Store walk’ by veterans in the field who have spent their entire lives in Retail most often starting off as baggers or temporary staff and were at CEO levels when they shared and taught me the practice of store walk.

It is a bit difficult to share the nuances of this key operational discipline in a post. Let me at least attempt to mention the highlights.

First, a store walk starts from outside the store to check the frontage, signage, etc. and ends with the back office, staff area and more importantly the toilets!

Second, a store walk is like a scan of the store. So, one needs to train his eyes, ears, nose, etc., to detect the smallest of deviations.

Third is the reality that no detail is too small to check. For example, how much of dust has gathered beneath the doormat. This gives you an idea of when it was cleaned last!

Lastly, consistency is the key. Doing a store walk once in a way when you are bored is of no use. Regular and repeated routine ensures discipline.

The downside to this is that when one gets used to doing store walks, most probably people at your home will hate you!!! Because you can judge when the home was cleaned properly, what was moved, so on and so forth. Your observation skills get into an auto pilot mode.

Whether you like it or not, you note and observe things which will help you correct things which need correction.

Press Review of "The INDIAN reTALEs"

I am very happy to share with you the detailed press review of "The INDIAN reTALEs" in the Brand Line supplement of The Hindu's Business Line. The link is as follows -


- Business Line Review of "The INDIAN reTALEs"

Please do take time out to read the same as also forward this to all your friends.

Using social networking sites

When one speaks of the internet in the context of Retail the immediate association is with online shopping. However, there is a very powerful use of the internet that shoppers can leverage to become smart shoppers and getting more value for their value.

I had written about this for The Hindu Retail Plus and the link to that article is as follows -

Using social networking and the internet