Last updated : March 15, 2019 9:46 am
Vineet Gautam, CEO & Country Head of BESTSELLER India spoke about how international retailers should look at Indian consumers and how they should change the retail design depending on the Indian consumer at ISA held in Mumbai.
“What we observed over the last decades being in India is over here the customers want far more experience, far more value-add than any other part of the world. The customers here have higher aspirations even if they are shopping at value retailer or luxury retail, the aspiration is far higher in India that any retail brands have to fulfill. While looking local does not mean you localise your designs, you look at what your customer needs are and that is the first principle that the retail design needs to be based out. Every customer is not same, the target customer is very wide-base in India. One should segment the customers," he said.
He also emphasized the importance of visual merchandising in retail design. He said, “Lot of us look at retail design only from store fixtures and furniture but visual merchandising is far more important part of the retail design because fixtures, furniture, layout, and interior are coveted part of it. Visual merchandising is not just colour blocking, it’s about selling outfits, it’s about selling your core products together. And that is important when you look at your store design.