Initial Reader Comments/ Feedback

I am delighted with the few feedback/ comments received about "The INDIAN reTALEs". I share with you one such feedback from an academician. I am told that the physical copies of the book should be hitting book stores like Landmark, Higginbothams, Odyssey, etc., by the next week. Please do mail me if you spot the book at any store.

Feedback by -

Dr. Harvinder Singh,

Asstt. Professor,

BIMTECH, Greater Noida

 

I have completed your book. To begin with, let me thank you for writing such a wonderful book! I read it like a novel and this is the beauty of this book. Reading this book was like a guided tour of the world of retailing. What makes your book more relevant and different from other books is that you have not lost sight of the unorganized retailing. In fact throughout the book you have made contrasts and comparisons with the local stores and their practices. It is important to do so because this is where the competition lies for the moder format stores. Prominent textbooks on retail management completely miss this aspect. It may be OK with American and European authors doing so because their economies have a higher share of organized retail but what makes me feel sad is even Indian authors, while writing textbooks on retail, talk about organized retail only which has about 5-6% share in India.

True life customer stories and experiences in your book are great sources for insight for real-life decision-making. I specially liked the store launch experiences and 15 litre cooking oil packaging situation.

This book would definitely be a part of our library as an important reference. I am sure our students would benefit from this.

Wish your book great success. 

Is Retail an avenue to propagate a language?

When we were opening India’s First Hypermarket in Hyderabad a fair amount of time was spent in deciding the content and more importantly the languages to use for the signages. Finally we settled on English, Telugu as also Hindi because we expected customers from across socio economic classes to come to the store and they needed to find directions in a language they were comfortable with. The key consideration for any Retail communication’s language has to be the customer and their comfort with the same.

Recently the authorities in Chennai have decreed that all Shop names must sport Tamil versions and that the Tamil version needs to be as big or as important as the English one. This is supposed to be done by June 1st 2010. Is this done with the customers in mind? More likely it is yet another half baked idea with a political agenda. Let me explain why I think so.

A government ration shop must sport a Tamil name as the customers might consist of people who are not conversant in English or not comfortable with that Language. A neighborhood supermarket in a predominantly North Indian Locality might do better to have signage in English and Hindi, while Tamil boards would mean little to the customers.

By the natural laws of market dynamics this is already in vogue amongst shops of all kinds and sizes. I have even seen stores near the Hyundai Factory near Chennai with Korean names in that languages script. Imagine having those stores, which cater to the Korean Expatriates, have boards sporting Tamil.

I am a big fan of vernacular language and have posted about why the staff in several Retail chains are being forced to communicate in English. But, I am a bigger fan of customer orientation and anything being done which is not customer oriented is a complete waste of time.

The effort and cost of altering or replacing boards could be channelized towards so many other productive purposes. But now, the poor Retailers will be busy wasting time and money towards this futile exercise. Yet another instance when the lack of an Industry status hurts the Retail segment as there is no one to take up their issues.

In my book “The INDIAN reTALEs” I have detailed how the Industry status is not only important for the Retail chains as many erroneously believe but more so for the 12 or 14 million odd outlets spread across in India. I hope that the book is read by the relevant people in the Government, who sit up. Take notice and act upon the ideas given.

Back again

Since March 26th 2010, my blog was locked and have been trying to get the same restored. Finally, it is unlocked and I can continue to post about Indian Retail.

One top of the mind topic is the vernacular sign board drive by various state governments. Does it help anyone at all?

Shall post an overview about this soon.

What a Birthday present!!

Almost to the day, it has been a year since “An Indian and A Retailer” made its debut. The thoughts of this blog grew into an in-depth, experiential book about Indian Retail, titled “The INDIAN reTALEs”.

All this happened in the space of the past 365 or maybe 366 days!

And on the first birthday of the blog, I hold a physical copy of “The INDIAN reTALEs” and wish a very happy birthday to the blog.

This book has been published by Unicorn Books and is now available for purchase with an online discount of 25% at pustakmahal (dot) com. It would be available at leading book stores over the next couple of weeks.

Please start enquiring at your nearest book store about the book and get your hands on it as soon as possible.

Thanks to everyone who supported, encouraged and motivated me along this journey. Hope you enjoy reading the tales as much as you have this blog.

Who is managing the store!

Over the past few weeks or rather months I have been noticing a dangerous trend in the supermarket chains I tend to go to. Barring one as an exception the store manager/ in-charge seems to be missing in action.

Either he or she is nowhere in the store and my guess is that in most instances they have been called for some meeting at the office. Such a meeting would debate at length on why sales are dropping and what can be done to increase the same.

In a few cases the manager emerged from the store back office in response to a request by some cashier to unblock the billing machine. This is a safety or rather security need wherein in certain cases like changing the prices of products, an authorization code is required for the cashier to continue billing.

After unblocking the machine the manager glares at the cashier and customers alike and retreats into his office again, to do God knows what. If I were to be charitable I would presume that he is compiling piles of reports that someone in the office has asked for, which will all finally end up as a bullet point on a presentation.

Why is this dangerous? Simply because others will follow as they are being led.

I have often stated how the staff are the face of the Retailer and they define the interactions which make or break shopper loyalty and hence the viability of the store. If the staff see their store in-charge being more internally focused in terms of primarily pleasing their bosses, having none or very little time for customers, wont they emulate the same?

There is a ritual called store walk which ensures that the store in-charge takes stock of things literally and figuratively. If not done, it is a guarantee that the store will go down the drain in terms of hygiene, display, etc.

Lastly, the staff are on their feet almost through the eight hour shift. Being on the floor with them, guiding them and motivating them is the best form of leadership and is guaranteed to have positive results.

Instead of this routine, which is core to Retailing I hardly see the store in charge interacting with either customers or the staff.

Maybe the change should start with the bosses. They need to leave the conference rooms and be at the store more often. While at the store, have stand up meetings if required.

However, the best bet would be to talk with the staff and customers and they will get millions of ideas to improve sales. More importantly, such ideas will work!

To be launched soon...

March 20th, 2009 is a memorable day as that is when I started the blog “An Indian and A Retailer”. It was actually started suddenly on a whim and before I knew, it had gained a life and momentum of its own. A whole lot of people saw the blog, wrote to me and commented on the posts. Very soon, it was being quoted by Retail and Strategy consultants during their presentations.

I came to know about the widespread popularity of the blog when one such consultant referred to a post during their presentation regarding supply chain. Several members of the audience were my good friends and ex colleagues. Obviously they wasted no time in calling me up and congratulating me.

The blog has been receiving a steady viewership and the walk-in counter is set to cross the 12,000 mark soon. Indicating that on an average 1,000 odd people view my blog every month. 30, persons a day. Not bad for something I started just like that!

My sincere thanks to all those who have steadily viewed and supported the blog.

This support and motivation was voiced to me by several visitors to the blog in the form of a suggestion. Why not write a book. Their contention was that given the depth and detail of Retail information and knowledge available, why not expand on the same and publish a book. It would reach more people and benefit them.

In June 2009, I started acting on this suggestion and worked on putting a book together while contacting publishers. March 2010, this dream effort is ready to see the light of the day. Just ahead of the first anniversary of this blog.

Presenting - “The Indian reTALEs”

The book should be published shortly and for now the cover and an overview can be viewed on @ unicornbooks (dot) com.

Look forward to a similar support to the book. Please do spread the word; Post on your Facebook profiles, Tweet about it, mail your contacts, etc. Please help propagate the news of “The Indian reTALEs”.

Retail = Fast reflexes and foresight

I appreciated this Retailer who has reacted by leveraging the budget. Although they do not lose anything because the stocks would have been invoiced at existing prices, this preemptive strike is very good for the following reasons –

• Customer trust and loyalty: Customers would increasingly trust this Retailer because they demonstrate responsiveness. A key factor in building loyalty.
• An opportunity to increase sales and liquidate stocks: Especially in a format where stock holding value is high and any opportunity to sell is welcome.
• Vendor respect: Such a Retailer would stand tall in the eyes of the vendors who would then increasingly cooperate instead of having conflicts.

All in all, a smart move and well worth emulating.

Now, advertising is not a simple business. One needs to have the artwork ready, media space booked, the material sent in advance and so on. So, how did this Retailer react in less than 24 hours?

Simple. It’s all about Foresight.

Book media space. Give a material. Meanwhile have two artworks ready. One talking about how the prices are reduced from today (If the budget led to price drop) and another about holding the old prices in the case of price increase. The budget speech ended post lunch yesterday. An hour or so to decide and send a new artwork to the publications.

Sounds simple isn’t it? It is. But involves a lot of planning and thinking and hard work. That’s Retail Marketing for you.

A moment of disappointed irritation

The finance minister makes mention of a sector that contributes 8% to the GDP and I expectantly looked at the TV.

Yet again Retail whose size is as big and bigger than some other industries and also contributed approximately 8% to the GDP was left out in the cold.

Starting from simple expectations about offset of service tax to mammoth ones like industry status, the wish list was long. But was ignored.

Sad.